FEBRUARY 2021

B E A Uindustrie TE F E B R U A R Y I S S U E

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WHAT THERAPISTS WANT 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 EXECUTIVE ASSISTANT LASHANA SHEPHERD

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. Š Beaute Industrie 2021, All Rights Reserved.

CONTENTS

04

LETTER FROM THE FOUNDER Well hello, February!

Beaute, Business and Babies.

10

THE AGE OF INFLUENCE How and why you should be encouraging influencers to visit your business.

14

THE REALITY OF RADIATION There are three women in our industry right now who are taking the meaning of care to an entirely new level.

06

WHAT THERAPISTS WANT What people want from work, and how you can help employees attain what they need for their work inspiration and success.

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22

AURICULOTHERPY Are 'ear seeds' the acupuncture accessory we need to hack our health?

24

INTRODUCING THE ABIC The industries voice to government, regulation and accreditation is finally here.

03

Well hello, February!

I don't know about you but it seems like everyone came into January with a firecracker in their pocket ready to take on the world again after the storm that was 2020 and personally, I couldn't be more excited about it!

Cautious would be the way I would describe how we collectively moved into January, with the fear of the unknown just around the corner.

However, it seems that the mess and uncertainty has forced us to be even more strategic and pedantic about the way we cross our t's and dot our i's. We are all taking a more considered approach to how and why we do what we do - which makes me feel like I can breathe again for an industry like ours which has always been very reactive in it's nature.

Out in industry, I've heard therapists are up-skilling and filling up their passion cup like never before, your appointment books have been flooded with clients who are begging to see you through an accumulation of waitlists and standby appointments and brands are busy, knee deep in new product development and marketing campaigns that are set to push and promote brand awareness into your aesthetic spaces.

As someone who isn't physically on the floor of these spaces anymore, it's important to me to keep my finger on the pulse at all times, so that myself and Beaute can be relevant and practical for you.

from the founder.

T A M A R A

R E I D

Mystery Shopping is the easiest way for me to immerse myself and my team into the industry we pour our hearts out for because every member of Team Beaute is a qualified therapist at heart, so we completely get it!

Every month, one of our team travels out across Brisbane, Sydney or Melbourne and visits a space that we see online or hear about through word of mouth and we experience said treatment.

For us, being the client provides us with the best amount of insight into the current industry landscape.

Clients see everything. Everything. They see the culture of the business (or lack thereof), they experience the customer service, they entertain your retail offering and they keep your business operations in check. Being the client is the best way to intimately understand a business and in saying that, I want to ask you, when was the last time you were a client of your business? - and I'm not talking about training or induction of new employees!

This month, now that the business of December and January have passed, I want you to immerse yourself in your business. How does it feel? What do you see? What can you learn?

Look through your clients' lens and really open your eyes.

Speaking of opening one's eyes, mine are about to be much more wide as I bring a little bambino into the world for the first time ever later this month - a little Aquarius, water sign if you follow astrology.

Like anything new, i'll be going into the experience of motherhood open to learning and embracing whatever the challenge throws at me! Wish me luck!

Until next time, Stay Connected

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

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T a m a ra

04

# C L U B B E A U T E

JOIN THE CLUB Gain access to a year of support and opportunity for just $497 (that’s cheaper than a coffee per day!)

It’s time to get motivated, to amplify what works and to be progressive and proactive. When you learn, connect, build and lead, you influence the people around you, including your team and your clients, and the world becomes a better place.

We help you do this through Club Beaute, our revolutionary membership platform, which gives you direct access to the industry’s best business development, exclusive offers and supportive community.

Anywhere, Anytime.

Being part of Club Beaute means you’re one of many like-minded aesthetic business owners who take your business and our industry seriously.

Sign up today!

Industry Experts

Member-Only Discounts

Industry Tailored Resources

Affordable Mentoring

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

therapists want What

What people want from work, and how you can help employees attain what they need for their work inspiration and success.

E

Every individual person has different motivations for working at their job. The reasons for working are as individual as the person. But, all people work because the workplace provides something that they need.

To underplay the importance of money and benefits as reasons why people work is a mistake. While money will not be a person's most significant motivator or even the motivational factor they would first mention in your interview conversation, earning a living is a factor in any discussion about employee motivation.

That something, whatever it may be that you obtain from your work impacts your morale, your motivation, and the quality of your entire life, as we often spend more time at work with our team than we do with our loved ones at home.

Consequently, making sure that you are receiving the benefits that most motivate and make you happy at work is profoundly significant towards your happiness and fulfilment.

In saying this, there is little evidence to show that money does actually motivate us, however, there is a large amount of evidence and experience which shows us that money actually demotivates us when our financial needs aren't being met, which supports the idea that that there may be hidden costs associated with rewards.

Some people work for their love of the work; you know the types, they arrive earlier than needed, stay back to help others and have a genuine passion for the trade.

Others work for personal and professional fulfilment. Some like to accomplish goals and feel as if they are contributing to something larger than themselves, an overarching vision for what they can create - change skins or lives perhaps, while some people have personal missions they accomplish through meaningful work because they may have experienced that same very skin condition their client is talking about during the consultation.

Others truly love the clients they serve and some just like the relationships and interaction with the team.

As you can see, employee motivation is individual and diverse - something that should be monitored.

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Of course, that doesn’t mean that anyone should work for free. We all need to pay our bills and provide for our families - but once these basic needs are covered, the psychological motivator of money is questionable.

Benefits and wage are the pillars of a successful business that not only recruits but retains committed therapists. If you provide a stable and consistent wage for your employees, you can then work on additional motivation issues.

Without a fair and liveable wage, however, you risk losing your best people to businesses who will provide a better-paying position, regardless of how much they love the clients, space, the products they use, the treatments they perform or the team they work alongside.

06

Got money?

What's next for motivation?

Once you've got the sticky conversation of money out of the way, next, you must look at what it takes to motivate an individual. Conscious leaders provide their therapists with purpose-led and engaging work that not only contributes to the growth of their bottom line (how much money your therapist's column generates for you) but helps to create a sense of passion and fulfilment that speaks across the company culture and makes a true impact to their employees’ personal lives.

Did you know that, according to the TINYpulse 2019 Employee Engagement Report, just 33% of people feel that they were recognised the last time they went the extra mile at work? It's sad to think about the remaining 67% who went the extra mile and felt like they weren't seen or heard for their work.

Imagine running your business without one piece of positive client feedback, achieved results or any money coming into your bank account.

You would throw your hands in the air asking 'what's the point?' - as do therapists when they don't get a 'thank you' or 'you did a great job today!'.

Employees want to be valued for a job well done by people they hold in high regards, aka the business owner! Therapists want to be treated as if they are adults who think, make decisions, try to do the right thing, and don't need a caretaker micromanaging over their shoulders.

You see, if they had told you that you were going out to dinner at a nice restaurant and that was why they wanted you to wash your hair so that you felt great about the way you looked for the evening, then you wouldn't have thought about it twice, however, when you didn't know why you had to wash your hair, you were hesitant. This is the same for your team members. If we don't explain why we are asking them to do something we create a culture of secrecy and distrust.

Creating space to encourage and hear someone's voice allows for communication to flow readily in almost every setting.

What therapists want from their job is simple. Let's start with the basics;

A voice

This includes things like the ability to have an impact on decisions that affect their job including a new product or brand you bring into the business or the vote between LED machines you're considering purchasing. Creating space to encourage and hear someone's voice allows for communication to flow readily in almost every setting. Voices provide honesty, transparency and a level of involvement otherwise unseen if decisions are made without being heard. Of course, voices take time to be established. One cannot walk into a business and expect to have a voice heard on day dot. To take these voices into consideration, set clear and measurable goals and outline detailed responsibilities as a pathway of recognition.

Honesty and transparency is the best policy.

When employees feel like they know why they are being asked to do something, they are more likely to do it. Take this as an example; your partner asks you to wash your hair when you shower after getting home.

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Strange request, you might think. Why would they want me to wash my hair? It's Tuesday, and I normally wash my hair on Thursdays. Stuff it, I'm not going to wash my hair - you think. Then, your partner comes home and says 'put on your best dress, I'm taking you out for dinner as a surprise!' and you think 'sh*t, should've washed my hair - where is the dry shampoo?!'.

The opportunity for growth and development is motivational.

Providing your team with the opportunity to increase their skillset through attendance of training, industry conferences and expos or even having lunch with someone in the industry they admire all provide a breeding ground for personal development, career success and job satisfaction.

Career planning and pathway projection help to point therapists in the right direction of their dreams and aspirations. Having an open conversation with each employee frequently about their plans for the future will help you gain an understanding of how you can best support them. You might entertain the conversation with a therapist who is interested in moving into the training and education side of the industry.

By understanding where they want to go, you can provide them with the stepping stones to get there such as classes to increase their training abilities, short course certificates or even have them host in house training days at your next team meetings - all of which come at the price of them achieving the success measurements and KPI's such as rebooking, retail and client feedback markers.

Once a therapist has achieved the target set out for them, the reward is that you assist them to achieve their career goals, and by doing so, you're also building up the skillset of your team.

07

Ensure continuous improvement of your business.

Continuous improvement is not just about developing your employees but also developing your business and operations, too. You need to constantly, and honestly, ask yourself these questions about your business.

Is this the best way to do this task?

Is there something that we're not doing that we need to do?

Is there something that we are doing that we need to stop?

All three of these questions, when asked regularly, be that monthly or quarterly, can lead to a continuously improved brand or business operations. You see, when a therapist feels they are outgrowing a business, they get itchy and agitated.

Putting forward ideas and suggestions through an open voice is one thing but to keep something that is not working on repeat without changing it is no point voicing more times than one.

If multiple therapists are making the same suggestions or you seem to be encountering the same problems over and over again, then it's time to be flexible.

Often as business owners, we are sheltered by the people around us who are too scared to tell us what is not working, for fear that they will hurt our feelings.

While the suggestion to invest in new linen, get a broken treatment bed fixed or even rebrand the logo might seem small to some, for others this can trigger an emotional response which stagnates room for improvement. When we limit how we can improve by closing conversations, we limit the retention of our team.

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Build a thriving company culture

Unforeign to Beaute Industrie, company culture is something we are almost obsessed with talking about. If you're new to the world of company culture it's the feeling you get when you walk into a space and can tell that a business is well oiled the people who work there actually want to be there!

In many ways, culture is like personality.

In a person, the personality is made up of the values, beliefs, underlying assumptions, interests, experiences, upbringing, and habits that create a person’s behaviour. Culture is the behaviour that results when a group arrives at a set of rules, vision and mission they work together to achieve.

When therapists feel like they are part of something bigger than themselves, they're in it together with others and together they all see the same light at the end of the tunnel. They're more likely to be more motivated, as the group moves as one, rather than behaving like an individual for their own needs or wants.

Use these tips to create an environment that encourages and focuses on employee motivation through employee involvement. Express the expectation that people should voice decisions that will improve their work and the people around them. Reward and recognise the therapists who make decisions that create improvements at work, not just for themselves, but for others too. Ensure all employees are aware of your business's mission, vision, values, goals, and guidelines so they can funnel their involvement in the business's needs and potential direction. If you see an employee embark on a course that will aid their career, assist them as a coach and source ways you can help nurture their growth.

And lastly, look internally at what motivates you. Perhaps you might want to tweak the way you show up for the impact of motivating others.

08

# E X P O S U R E

THE AGE OF

How much do you know about influencers?

The way we find out about the products and services we love has evolved at an exponential rate over the years, including the positive and negative impacts it's had on the professional aesthetic industry. However, one fact will always remain the same; we are more likely to make a purchase when the product is recommended by the people we know, like and trust. And whether you find out about these products from your friends at weekly brunch, school pick up or from the Instagram influencer on your feed, it all comes down to one thing: word of mouth marketing.

How and why you should be encouraging influencers to visit your business.

The term “influencer” has become more and more familiar to both marketing professionals and the everyday person within the last five years. When people think of “influencers,” they think of people like Kim Kardashian or James Charles, who have monumental platforms, are very wealthy and are typically well known for the millions of people who follow their social media profiles. However, this is only a small portion of influencers out there. Today, we are going to focus on micro-influencers and how even beauty and aesthetic businesses with the smallest of marketing budgets can, and should, be utilising them.

influence.

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The main difference between typical influencers and micro-influencers is the level of trust the individual has with their audience. Someone like Kim Kardashian, or any other influencer with millions of followers, has an enormous reach. However, many people might not trust a sponsorship or partnership that they do with a brand. This can be for a variety of reasons. For one, someone like Kim Kardashian will typically post one photo posing with a brand’s product and the assumption will be that she probably doesn’t even use it. This is still a useful tactic for brands with huge budgets to gain exposure. But when you have a limited budget to work with and want to make every dollar count, a micro-influencer is the way to go.

A micro-influencer, on the other hand (think influencer of a small number of people) typically specialises in one focus area. For example, a focus area could be reviewing breakfast spots or doughnuts in a particular area, such as Melbourne's South East or within a specific state. This individual might have a range of anywhere between around 1,000-15,000 followers and their audience knows more intimate details about their life and feels like they can trust the recommendations they put forward since their reputation is very important.

One of the main reasons micro-influencers are important to our industry specifically is because they are more likely to be a budget-friendly marketing option. While an influencer with a large following might charge upwards of $125,000 for a single post which may not land with your potential clients, a micro-influencer is more likely to sit around the $300 - $600 range, making your investment go a little further and prove to more accurately target your ideal client.

Sarah's niche of fitness and beauty proves respected by her followers as they frequently comment on her posts asking suggestions of local gyms she trains at and which products she recommends post-laser services.

Annette says she has noticed the younger generation visiting her clinic since partnering with the influencer.

"Sarah's influence builds trust with our existing clients and to new followers. The team have mentioned clients noticed influencers coming into the clinic, therefore, creating conversations about the treatments they have received which give us more bookings!'.

Another lover and influencer of our industry, Martha Kalifatdis (@marthaa__k) originally a MAC Makeup Artist turned household name through the reality TV show Married at First Sight and soon to air, Celebrity Apprentice, doesn't shy away from the power of her influence on the aesthetic industry. For skin services, Martha religiously visits Melbourne DMK clinic Chakra Face and Body for their signature Enzyme Peel with Business Owner and Senior Therapist Kiki, while beautifying her brows at none other than dual-location Suzie McIntosh for lamination and sculpting.

Rachel Diaz, Business Owner at Love Skin Beauty Clinic in Perth adds to Annette's comment saying 'influencers can be a fantastic social media strategy in promoting brand awareness, connecting you with the community and getting your name out there! Their personal referrals build trust with clients and reflect that your business is professional, reputable and well worth the visit!' after treating long time local, YouTuber, entrepreneur and model Em Davies (@emdavies___).

Once you decide micro-influencer marketing is the route you’d like to take for your small business, it’s important to come up with a game plan, especially if you're a first-timer to reaching out on social media.

The most important thing to consider is what you want to achieve. Do you want to create more general awareness about your business? Or is there a specific new product or service you’d like to draw attention to?

The most common goal for small businesses is creating general awareness, growing your audience and building up your client base, aka getting bums on beds!

Aside from the budget factor, micro-influencers tend to focus on a specific niche, meaning that they are considered an expert in their field and if they recommend your product, their audience will trust their opinion.

You’ll also want to do a significant amount of research.

This is the case with any new marketing campaign, but especially when it comes to choosing the right influencers for your business. The choice could impact your overall results by a large percent.

Take Sarah Czarnuch (@sarah_czarnuch) for example; a Geelong local, high-fashion model and beauty columnist who specialises in fitness and aesthetics.

Given her knowledge of the area, Sarah aligns with local area businesses like Temple Hair Geelong for her cut and colour, Vitality Laser & Skin Clinic for laser hair removal services and recently Beauty College, Elly Lukas in attendance of their Portsea Polo marquee event to attract new students considering entering the professional beauty industry.

When it comes to choosing the correct influencer for your business, Rachel Medlock, Social Media Strategist at do you even social? says that,

We asked Annette Spackman, Owner of Vitality Laser & Skin Clinic how a post or story from Sarah impacts her business. Annette notes, 'having such a well-known influencer like Sarah has created momentum in the clinic with an increase in bookings and followers coming from all areas of Geelong, while her posting creates an increase in engagement on our social media platforms which drives traffic to the business.'

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"Knowing who to target and how to qualify if an influencer is a right fit for your business comes back to whether they align with the ideals of your dream customer and whether they match your brand ethos.

Remember, this person is representing your brand! It's all about those emotional connections."

"The team have mentioned clients noticed influencers coming into the clinic, therefore, creating conversations about the treatments they have received which give us more bookings!"

- Annette Spackman 11

It’s important to know what you’re looking for from a microinfluencer. Do you just want to send an influencer the products you stock or treatments you perform for free in hopes they will post about them? If you’re positive they will love your product or service and they have shown that they post about various brands often, this could be a great moneysaving route and a way to build up that working relationship.

However, there’s a good chance they won’t post about it without financial compensation, which is important to consider when sending out free items.

Some influencers might only accept a sponsorship if cash payment is involved where others might promote your product if you send it to them for free. Everyone is different. You’ll want to make sure there is some sort of contract or written agreement involved, otherwise things could get messy.

Also, consider how often are you expecting the influencer to post?

Different services cost varying amounts. Once again, have an idea of how you want the influencer to promote your product. Figure out what this person does most often and also, determine what will display your product or business in the best light. It could be a casual Instagram story where they talk about different aspects of your product or service or it could be a picture on their feed with a descriptive caption you've helped craft. It could be a story, reel or video structured with a script or just a casual mention. In more cases than not, the influencer will intimately know their audience, therefore it's best to give them some loose guidelines around content but creative reign when it comes to the direction.

Have you arranged a successful influencer campaign that our community would benefit from hearing about?

Let us know in the Beaute Industrie Facebook Community!

Photo by Ekaterina Bolovtsova.

THE REALITY OF

radiation

Photography

by Mirna Lukich of Daffodil Photography

# T R E A T M E N T

2021 it is predicted that 19,998 women will be diagnosed with breast cancer - that's an average of 55 women every single day. *Statistic sourced: https://www.bcna.org.au/understanding-breast-cancer/

W

omen - we are pretty phenomenal, right? Just when you think we couldn't do any more than we currently do, we single-handedly hold up an entire industry with our two hands. In fact, you may not know that the professional beauty and aesthetic industry is made up 98% of women across both employees and clients - impressive right?!

In an industry jam-packed with females, it's scary to say that you may be connected to a client, a friend, a sister, a mother, a partner or perhaps even yourself, that has been touched by the battle of breast cancer. The reason we have no doubt that this type of diagnosis has crossed your life is that breast cancer is the most common cancer affecting Australian women. In 2021, it is predicted that 19,998 women will be diagnosed with breast cancer - that's an average of 55 women every single day*. Alarming to say the least.

Despite these statistics being as scary as they are, this never seems to dampen the spirit of the female energy. What impresses us the most about women, particular ones we see and hear about in our industry, are the stories of those who continue to give like no other. Even when we are at our peak periods of business, motherhood and overwhelm, women in our industry still somehow manage to find time to treat others on a physical, emotional and spiritual level through the treatments they perform and the acts of kindness they provide.

There are three women in our industry right now who are taking the meaning of care to an entirely new level, by providing clients who have undergone treatment of radiation with complimentary laser tattoo removal service, so that these women can move on with their lives without the reminder of the diagnosis which so severely impacted them.

We spoke to Cat Armstong, Daniela Boerma and Georgie Westley about their journeys of adding this service to their treatment menus, the process, the results and the response from their clients.

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Prior to having breast cancer radiation treatment, tattoo markings are placed on the skin at the area of the treatment site. These tattoos play an important role in ensuring that the radiation therapist can position the patient correctly within the radiation machine and deliver the treatment precisely where it is required.

You might be wondering how a radiation tattoo differs from a generic parlour tattoo. Cat shares with us 'radiation tattoos are the application of a drop of blue or black ink which is placed into the dermis using a fine needle. These tattoos are commonly applied with a small handheld medical machine, unlike a traditional tattoo machine, which uses an electric reverberating needle. The torso placement, black colour, along with the amount of ink used, also typically makes radiation tattoo's slightly easier to remove compared to parlour tattoos.'.

For Cat, the idea of providing complimentary treatments to her loyal and trusted clients who have overcome breast cancer felt like second nature. "Our clients are more than clients; we have established strong relationships with them over the years and these are based on trust. When treating clients, we are connected by touch. We find they feel safe with us and this is when they entrust us with their stories of survival against their breast cancer diagnosis.

I am always deeply moved by their stories of courage, strength and determination to fight."

It wasn't until late last year when Cat connected with a client who was affected by the treatment that she decided to speak more about the way these services can truly impact someone's life. Cat tells us. "I was in the reception area of the clinic when I noticed a lady standing outside the clinic looking in. At first, it appeared as if she was reading the list of services advertised on our window. She stood there for quite some time before appearing to be very nervous and began pacing back and forth a little before moving towards our front door. When she entered the clinic she enquired about our tattoo removal service. She was incredibly nervous. She then went on to tell me how she had these tattoos on her body from radiation and that she was wondering if they could be removed. When told yes and too that there is no charge for this service, she became very emotional and began to cry. It must have been incredibly hard for her to walk in that day and enquire about something that had affected her so deeply. I can’t help but feel that if we have the tools to do something so little that makes such a big difference to someone how could we not give up our time for this cause?"

Before commencing any laser treatments a client's oncologist must determine removal will be safe and won't compromise any future treatment.

Often clients who have been touched by cancer is an automatic red-flag for therapists who are about to perform a treatment. However, thankfully with technology on our side and some pretty incredible advancements taking place in our industry, the treatment is safe to be performed - of course, doctors consent and a thorough consultation are always advised. "Before commencing any laser treatments a client's oncologist must determine removal will be safe and won't compromise any future treatment. At LUSH Skin & Laser Clinic, our laser tattoo removal specialist will also conduct a full consultation to ensure that there are no other contraindications to treatment. Our clients are also educated about what is required pre and post-treatment." says Cat. Generally providing the treatment upon client connection, Cat and the team at LUSH have recently been more proactive about facilitating the conversation with their clients. The response has been positive, to say the least. "We have recently decided to be more forthcoming with communicating the service and have recently advertising through our social media platforms, and local advertising. We have been overwhelmed by the response.

It has truly been incredible.".

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D

aniela Boerma, Owner of Bliss Day Spa in Sydney is another angel who is is removing radiation tattoos for various

streams of cancer rather than focusing on one type.

"The Bliss Project initiative was started to remove all radiation tattoo markers from various cancers - not only breast cancer.

We all have a story to tell regarding loved one’s with cancer. I regularly donate to the cancer foundations, but offering this service free of charge was my way of giving back to the community and restoring the skin of these brave individuals post treatment.", says Daniela.

Personal ties to a close friend of Daniela's is just one of the reasons why she wanted to introduce the service to her menu.

"In 2012, I lost my dear friend Cindy Bannon to a rare liver cancer. I had the honour to care for her in her last 2 weeks of life - precious time spent making memories that will stay with me always. One of the things Cindy disliked so much was the radiation markers that were all over her abdomen, so I promised her I would remove them once she was well and cleared by her Dr. Sadly, Cindy passed away peacefully at home with myself and her family by her side, an experience that changed me forever. Every time I remove a radiation marker, I remember her and how brave she was fighting her cancer.

A journey in itself through diagnosis and treatment, it's only natural for therapists to feel apprehensive in communicating the complimentary service to clients, however Daniela says that most of her clients are open to sharing their stories. "We simply offer the service if they have radiation markers. For the last 8 years, my salon has had a no charge policy for clients undergoing cancer treatment. We give up our time to spoil and pamper. Kindness and compassion for those who need it most in our community."

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"Many of our clients that have finished radiation treatment have expressed interest in removal as it’s a daily reminder of what they have gone through, others wear these markers proudly as a reminder of strength. The response has been rewarding as many of our clients have found relief to have their skin back to what it once was."

G

eorgie Westley of Distinctive Features is too providing relief for her clients who have undergone breast cancer treatment through her treatment

of cosmetic areola tattooing.

Having perfected the craft of tattooing for 16 years, Georgie felt it was time to challenge herself and learn something new. "I was always interested in doing areola tattoo but couldn't find anywhere to train plus I was already super busy.

I never knew how much I would love it, and now it is my favourite thing to do, I think it's the instant reward from being able to change someone's life."

During such tender times between surgery and treatment, we were interested to find out how Georgie navigates the relationship between her and her clients. "Being such an intimate area and such a journey they have been on, you become part of their journey. So I guess my approach (and this really is my approach with all clients not just breast clients) is to be their friend, someone they will remember and be able to relate to and feel comfortable with."

Georgie continues, "the clients are laying there for a couple of hours we tend to just chat about life, mum life, their journey, our favourite music as I always have a cool playlist going, we always have a good laugh and sometimes even a cry. Let me tell you, when they go to look in the mirror for the first time when I'm finished, I'm always crying before they are. It's such an emotional time for them to feel whole again and for me to know I made it happen."

Though we have come so far with technology, we still have such a long way to go with social media sadly banning many of Georgie's before and after images after having been reported for 'posting nudity or sexual connotations', often which force her to remove the photos from the platforms.

Thank you to Cat, Daniela and Georgie for sharing so openly about the way they treat and providing us an insight into their clients journeys. These ladies are doing the work of angels.

Radiation Tattoo courtesy of Delete Tattoo Removal & Laser Salon Georgie Westley of Distinctive Features Before, After, Healed and Adjusted Areola Tattoo.

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I can’t help but feel that if we h little that makes such a big diff not give up our time

have the tools to do something so erence to someone how could we for this cause? - Cat Armstrong

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A # F E A T U R E

AURICLUOTHERAPY.

Acupuncture may be enjoying its fifteen minutes of fame at the moment thanks to the likes of influencers being prodded and poked like a pin cushion (and posting it to their reels and Tik Toks), but the traditional Chinese medicine (TCM) method has been used for thousands of years to treat a myriad of health concerns - from pain relief to seasickness and even to IBS.

This being said, there's a little known take-home, needle-free version of the ancient practise for those who are wary of the pin-prick sensation that is gaining cult-like status among Hollywood's A-list - ear seeds.

Murad Australia's Sales and Education Manager, Asia Pacific, Katy Bacon shares with us why sporting the small but distinctive ear accessories can reportedly help to reduce stress, offer pain relief, help with insomnia and even aid in weight loss, making them a client experience worth investigating.

Are 'ear seeds' the acupuncture accessory we need to hack our health?

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As a Global Trainer for Murad Skincare, Katy travels a lot for work. As you can imagine such amounts of travel play havoc with Katy's routine and takes a toll on her achieving a good nights sleep. When Katy was booked in for her regular relaxation massage, her therapist mentioned ‘acu-seeds’ as a way to 'help bring the body back to balance and aid sleep'.

"I fell asleep almost immediately and throughout the rest of the treatment – I honestly felt transformed!", says Katy.

Naturally, curiosity peaked and Katy started to research more into Auriculotherapy (the practice of Ear Seeds), finding that Ear Seeds are becoming a popular way to ease a variety of conditions but of particular interest to Katy was the fact that the specific placement of the seeds helps to restore a sense of calm and bring the body back to homeostasis ‘balance’. Katy notes 'I’m sure there are a number of people reading this thinking: what on earth are Ear Seeds or Auriculotherapy?'. "In Auriculotherapy, the ear is treated as a microsystem or a self-contained system within the larger system of the whole body. Similar to foot reflexology, the ear reflects a microsystem for the whole body and can thereby both reflect and affect it. The theory is that by applying pressure to the external ear, you can stimulate nerves and acupoints, which relay messages to the central nervous system, stimulating neurotransmitters that help relax and reduce pain."

Following traditional Chinese medicine practices, 'your health depends on the flow of Qi (energy) in your body'.

Katy continues, "Qi travels along invisible pathways, known as meridians. These meridians are found throughout the body, including the ears. The practice of placing pressure on meridians has been used for over 4,000 years as part of Chinese Medicine, however, it was French Neurologist Dr Paul Nogier who noted that the ear is a somatic representation of an upside-down foetus, with various points in the ear correlating to certain points in the body."

Unlike acupuncture, Ear Seeds are a completely non-invasive, safe and effective tool used to stimulate points on the microsystem of the ear. "As therapists, we often hear our clients tell us about the stress and anxiety impacting their daily life. Perhaps they have a migraine, pain on or in the body - so often we look for additional ways to care for our clients that can add to their sense of wellbeing."

So, how can you introduce Auriculotherapy into your current service menu? Katy suggests, 'offering an additional service to your client, that takes no additional time in their treatment is a huge value add and another way to show our clients that we care for not only their skin health but overall wellbeing. There is a range of seed styles available – from the bling of Swarovski Crystal, through to classic stainless steel or gold, and finally the understated, yet functional, Vaccaria seeds. No matter your choice of hardware, Ear Seeds are not only a great conversation starter but a real way we can support our clients physical and emotional health long after a treatment finishes.'

Like any great professional treatment, Katy places importance on the consultation, prior to treatment. "Many consult forms already ask about lifestyle concerns, pain, medications etc. For those that love a really good detailed consultation then this service will be right up your alley. The devil is in the detail. If a client is stressed or has hormonal acne for example – listen up! It’s an opportunity to ask more questions and use the ear as a diagnostic guide to help treat our clients both spiritually and physically."

The actual application of the seeds is around 10 minutes so they can easily be placed onto the ear during a mask, prior to facial massage or LED treatment for example. The Seeds stay on for 2-5 days, during which time no doubt your client will be stopped many times by curious friends and family as to what’s on their ears and why!

At Murad, their core philosophy is the 4-pillars to wellness. They are; be kind to your mind, eat your water, nourish your skin and move your body. We understand your skin is connected to every organ in your body. What you eat, drink, think about, and do impacts how healthy your skin can be - and how healthy you can feel. This inspires our philosophy that we call Connected Beauty. For those who aren’t familiar with Murad Skincare, Dr Howard Murad created the Murad Method Facial System which aims to promote whole-person wellness, targeting multiple skin concerns while delivering relaxation with touch-point massage and nutritional advice. Each treatment begins with an in-depth, segmented, five-zone analysis of skin that aims to reveal the true health of the skin. This allows practitioners to treat multiple skin concerns at different levels of severity in one prescriptive treatment, using professional-strength products. It also includes signature massage techniques focusing on lymphatic drainage and acupressure that aims to enhance overall wellness and induce relaxation to relieve stress - exactly as does Auriculotherapy!

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the

AESTHETIC & BEAUTY INDUSTRY COUNCIL Beaute Industrie || Issue 6

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# I N D U S T R Y S T A N D A R D S

A united voice for the beauty & aesthetic industry.

More than half of business owners within the Australian professional beauty and aesthetics industry are not currently a part of an industry association. This lack of unison has seen them identify gaps in their knowledge of awards, industry regulations and retaining a champion team as well as feeling underrepresented on the nation's scale.

The impact of the 2020 Global Pandemic heightened the need for a greater voice within this multi-billion-dollar industry.

This tumultuous period sparked a conversation between some of the industry’s most prominent leaders to unite and provide not just support to salon, spa and clinic owners but also clarity, direction and representation.

With their vision to be recognised as the trusted, connected and representative body in the professional salon, clinic and spa community, the Aesthetic and Beauty Industry Council (ABIC) was founded.

Built on the values of consistency, professional standards and advocacy, the ABIC has been established to provide an authentic, ethical and supportive organisation for the betterment of the professional standards, working practices and unity of the salon, clinic and spa industry.

Members of the association will find themselves with access to a plethora of expertly created resources that cover key business operations and industry standards.

Created for the industry, by the industry, the ABIC qualified every decision during their formation through direct industry feedback and focus groups. Providing the industry with direct input throughout this process ensured that guided by the association’s vision and mission, the industry could rest assure that they were supported how, when and where they needed it most.

Ensuring this diverse industry was effectively represented on the frontline was integral when selecting Board Members. Championing education, innovation, business acumen, marketing expertise, people and culture and financial astuteness, ABIC Board Members were chosen thanks to a qualified skillset evaluation and represent a wealth of knowledge in their respective fields.

Uplifting the salon, clinic and spa industry are the ABIC Board Members: Matt Williams, Managing Director of Professional Beauty Solutions Emma Hobson, Director of Education (APAC) for the International Dermal Institute Reika Roberts, Managing Director and Co-Founder of Derma Aesthetics Gay Wardle, Internationally celebrated entrepreneur, educator, coach and keynote speaker Faye Murray, ABIA Hall of Fame inductee and industry-leading business coach Karla McDiarmid, Global award-winning business owner Keira Maloney, Industry-specific Human Resources specialist Tamara Reid, Founding Director of Beaute Industrie Stefanie Milla, CEO and Formulator of Dermalist Skincare Greg Ure, CEO of Caronlab Maria Enna-Cocciolone, Founder of INSKIN Cosmedics

Through exclusive access to members-only templates and fact sheets, ABIC members can seek support and guidance for HR performance and management, employee relations, professional standards, legal advice and contracts, marketing, WHS and COVID checklists, leasing, mediation and representation.

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Appointed CEO of the ABIC Board, Stefanie Milla says she is 'truly honoured to be working with such an ethical organisation of respected professional for the betterment of our beloved industry', alongside Chair Reika Roberts and ViceChair, Tamara Reid.

Taking to the need for an association in 2021, Stefanie adds, 'The aesthetic industry is a multi-faceted one, incorporating many different disciplines within this field, ranging from beauty therapy to cosmetic and dermal treatments. It is also a growing, dynamic and quickly changing industry, with advanced modalities and treatment philosophies emerging at a fast pace. The need for an association that can help the industry, its governing bodies, and its clients navigate and stay abreast of these changes is of paramount importance."

The 2020 COVID-19 pandemic highlighted the need for a united voice to government when a lack of cohesive representation was noted and caused confusion among many. "In addition, the circumstances surrounding Covid-19 highlighted the need for a stronger, more unified voice from the aesthetic industry to government, but also within the industry itself, and furthermore to clients of the industry. ABIC is a support organisation for the entire aesthetic industry, it not only seeks to enhance the standards of treatment and care for both professionals and clients, but it will also serve as a unifying bridge between industry organisations to strengthen our industry."

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# I N D U S T R Y S T A N D A R D S

Backed by a number of credible industry brands and companies, the ABIC has made quite the impact sparking conversations across the industry landscape in announcing their Foundation Member partnership with brands such as Timely Appointment Software, Syneron Candela, The Global Beauty Group, Caron Labs, DMK, Sothys Australia, Murad Skincare Australia, Dermalogica, Dermaviduals, Professional Beauty Solutions, INSKIN Cosmedics, Dermalist, Vital Plus, Hightech Medical and media partners such as Beauty Expo Australia, Beaute Industrie, Mocha Publishing and Intermedia.

The relationships don't stop there however as the inclusions speak of alignment with the likes of industry associations APAN, Cosmetic Nurse Association and the Association of Dermal Clinicians, "We are excited about this aspect in particular because as a NFP (not-for-profit) organisation, our primary goal is to provide help, so an abundance of timely advice, direction and support will be provided by ABIC, ranging from HR, legal and legislative information, through to support with staffing, training, resources and accreditation just to name a few. We also seek to enrich the aesthetic community by providing a platform for open and upbuilding communication and interaction between the professionals within it." Stefanie Milla

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Becoming a member of the ABIC boasts the inclusions of: A voice to the government through ABIC Credibility and recognition Registered with benchmark beauty industry council Reliable updates from government Tailored resource library Access to HR advice Access to Lawyers Access to general business advice Connect with other industry professionals through closed community pages Regular training and upskilling Discounted advanced and paid training, symposiums and events Connection to shared benefits of other affiliated industry associations ABIC Membership includes tiered levels of entry from Employee & Employer connection from $99, Complete Membership based on the types of services a business performs, Accreditated Member for those wanting to qualify their business against the ABIC standards, Associate Membership for industry-aligned partners, RTO Membership for schools and education facilities.

Memberships to join the Aesthetic & Beauty Industry Council open from March 1st.

Keep an eye on their social media channel @aestheticbeautyindustrycouncil for their upcoming launch and further details.

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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 loving the conversation on the privilege of treating transgender clients, including sign language into our skillset and talent recruitment.

A proud moment for us at Beaute Industrie is when our community trusts us to hold space for sensitive and progressive conversations. In todays case, an anonymous poster posed the questions on pricing differences between clients transitioning M2F. They wrote 'We currently charge more for men’s waxing compared to women’s waxing, (but) to date we have kept clients on the same pricing (so not started charging them female prices) however it does seem a little wrong to do that, especially after they have transitioned and have legally changed their name'.

Nerida Hodkinson makes comment that 'I charge my gorgeous trans women women's prices. I just do it cheaper to help!' while Jess Holmes agrees adding 'I love the idea of not having a seperate male and female price list.' Tez Darling makes a good point in adding that businesses should, 'charge for the time it takes not the gender of the client'.

Charging based on consultation and pointing out the special space in which we operate, Joanne Reid notes, 'regardless male or female, it’s really all the same depending on how much hair, skin and area you're treating. Lucky you to be helping someone regardless of gender to help them with their body hair issues.'

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Proving that when therapist push the boundaries of inclusion, good things happen, Tracey Collins recently asked our Community, "I am curious as to how many salons have people that can sign? I know a little of sign language and did need to use it last year for a couple of clients. When they saw I could sign they were elated, felt included and now are established clients.

Inclusiveness in our salon for 2021 is my New Years Business Mission.'

With 36 comments of therapists mimicking Tracey's sentiments to add sign language to their skillset, like 'I would love to learn it!' from Mary-Anne Thompson and 'I’ve been wanting to learn for so long!

Definitely a great benefit for others' from Kristen Engelbrecht some therapists added that they already know the alphabet and basics like hello and goodbye.

In the day and age where inclusion and diversity is on the brain for most brands, this post made our hearts sing and our heads start to tick so see how we can better equip the industry with such resources, If adding sign language or any other inclusivity or diversity skills to your team's ability is something you are interested in seeing more from us, let us know and we will see what we can do to support it!

At the beginning of every year post busy season the recurring conversational topic around staff and recruitment generally seems to rear its head again. This time, not held by a business owner but rather HR specialist, Keira Maloney who asks, 'Why do you think there is a talent shortage in the beauty/aesthetic industry right now?'.

Sarah Emmanuel makes comment on the current industry landscape that 2020 left our industry in noting '2020 has had people reevaluate their lives. People want to work solely for themselves!', with mirrored comment from Helen Golisano who mentions therapists are 'going through colleges to simply work at home and not starting in salons.'

On the flip side of this, therapists commented saying they're searching for employment without success, 'I have been trying for 5 years to get a job in this field. Finished cert 3 and diploma in 2015 and no one would give me a go without salon experience. I'm currently studying a Bachelor of Health Science and I'll be working for myself most likely.' Angela Orrock.

So the age old question still stands does the chicken or the egg come first? How does one gain experience when no one will employ them?

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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. Minx Tan Rose Tanning Water for Face & Body 2. Advanced Nutrition Programme Skin Antioxidant 3. Murad City Skin Age Defense Broad Spectrum SPF 15 4. Gem Natural Cinnamon Mint Toothpaste 5. Issada Daily Gentle Cleansing Gel 6. beauty food Bioactive Marine Collagen Powder Beaute Industrie || Issue 6

minxtan.com.au advancednutritionprogramme.com.au murad.com.au gem-kind.com issada.com beautyfood.com.au Image captured by PicStudio

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News & Noteworthy.

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Joining Katy Bacon, National Education Manager and Kristen Robinson, Director of New Product Development virtually via zoom for the morning, the newest Murad family member, the Intense Recovery Cream was introduced to the Australian market. Their richest textured cream to date targets dry to severely dry skin types with incredible results of hydrating, soothing and smoothing stress affected skin through client lifestyle habit environmental factors and excessive use of topical skincare.

"We created IRC to deliver what helps today's skin look and feel healthy in a modern world. It relieves visible symptoms of skin stress, delivers quick comfort, strengthens the barrier, calms irritation and boosts resilience so the skin can recover and come back stronger" - Dr Howard Murad

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Live-streamed from Brisbane, Sydney and Melbourne, we kicked off 2021 with our Annual Strategy Summit. Featuring six industry experts including Deb Farnworth-Wood, Matt Williams, Maria Enna-Cocciolone and Rachel Medlock, complete with BeautePartner segments, business owners were able to tune into the virtual summit from their homes, treatment rooms or businesses.

Feedback like this left us glowing, "I attended the Strategy Summit (remotely, from WA) and found that I moved from a headspace of being overwhelmed by my business-owner to-do list to being EXCITED, MOTIVATED, GRATEFUL and (arguably most importantly) EMPOWERED to ‘Get. Sh*t. Done.’ Thanks, Tamara & team Beaute! Natalie @ Beauty on Silvery Wave, Geraldton, WA. Missed the Summit? Purchase the recording here!

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Aveda, the globally present, cruelty-free skin and hair care brand, has announced that it is removing beeswax from its products, and in doing so, is reformulating more than 500 products, strengthening the brands’ commitment to offering only 100% vegan products.

By eliminating all beeswax and beeswax-derived ingredients in its products, Aveda is now fully committed to decreasing its impact on the planet.

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Announced exclusively for Beaute Industrie Strategy Summit attendees, and launching publicly on the 8th of February, Aspect Skincare, typically known for its simple yet effective cosmeceutical skincare, shared secret of it's upcoming and highly anticipated introduction of Aspect Minerals.

Aveda has chosen to create a unique mixture of plant-based butters and waxes that are aimed to be strong enough for application and claims to feel good on your skin, body and hair.

The range is formulated with an ultra-fine blend of minerals including Zinc Oxide, Titanium Dioxide and Mica that provide a flawless base and environmental protection, Hyaluronic Acid to boost hydration and the Aspect Signature Blend of skin-loving Australian botanicals to revitalise and nourish.

The range includes a primer, powder, liquid and kabuki which are all housed in affordable RRP's between $30 - $59

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# C O M M U N I T Y

On The Record.

This month on the Beaute Industrie Podcast, thinking therapists, digital dermatology and leadership.

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# L I S T E N

As a young child, Phil watched his father travel along the patient journey of experiencing eczema.

Being in the clinical space watching Dermatologists diagnose and prescribe treatment sparked a passion for the cause and effect of inflammatory skin conditions, which later led him to pursue a career in Dermatology.

Phil was awarded a Fellowship of the Australasian College of Dermatologists after completing his dermatology specialist training in NSW as the inaugural Dean’s Fellow in Dermatology, a joint initiative with The University of Sydney.

At just 16, Alana had a moment in time where she looked around at her peers and saw their accomplishments and wondered why she didn’t have any to add to the conversation. Swiftly moving into action, Alana completed a spray tanning and makeup artistry course and promptly started her own home business.

This motivation continued throughout her career, moving into therapy at an award-winning Sydney day spa, collecting an accolade of impressive awards under her own name and too, creating and building a business which not only houses some incredible client names on her books but also has its own line of kimonos which she retails to her clients.

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A true lover of learning, Phil underwent world class-research and dermatology training at Royal Prince Alfred Hospital, St Vincent’s Hospital, Liverpool and Westmead Hospitals. He also completed his PhD in advanced biomedical imaging and skin immunology at Centenary Institute during this time.

Prior to obtaining his specialist qualifications, he also received training in dermatology departments in Perth, Melbourne as well as in London at the worldrenowned St John’s Institute of Dermatology at Guys and St Thomas’ Hospital.

The conversation travels through the impact a global pandemic is having on inflammatory skin conditions presenting in patients, the importance of communication and conversations when educating clients on product compliance and the exciting shift of in person services to telehealth consultations.

We are sure you have all seen Brooke on your Instagram and Facebook feeds by now; But for those that don't know, Brooke is the Business Owner/Director behind the South Yarra based salon Me Skin & Body.

Under Brooke's incredible leadership, Me Skin & Body has won AST’s Best Clinical Skin Transformation award and Best Social Media and Marketing award in 2019, and has been a finalist for MyFaceMyBody’s Best Aesthetic Practice Victoria award in 2016.

With raving reviews, an incredible industry fan base, along with a laundry list of celebrity clientele, it is clear that Brooke and her team provide clients with the best service possible and strive to make the experience at Me Skin & Body a pleasant and memorable one, all while achieving incredible results.

Brooke and Tamara discuss her life as a Business Owner, the ever evolving industry landscape and how she continues to develop her business strategy around the demands of her business.

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