THE BEAUTY PROJECT COMES TO DUBLIN
Last month Salon and Spa Ireland Magazine attended the first ever Sweet Squared pop-up event at the Intercontinental Hotel in Ballsbridge, Dublin.
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he Beauty Project was a total delight, giving customers the chance to take part in demonstrations and hear about the latest exciting product launches. They also got to chat to the company’s top education ambassadors so they could troubleshoot and get the scoop on the latest tips and techniques. 2019 marks many milestones for Sweet Squared as CND, undoubtedly one of its most well known and globally loved brands, turns 40, its very own lash brand LASHUS has taken the
industry by storm, and its professional waxing brand wax:one celebrates its first birthday. As the distributor of a wide range of best in show brands, Sweet Squared has become synonymous with the highest quality professional products on the market with a focus on innovation, education and serving the needs of the professional with ‘Love & Respect’. The recent addition of brands such as LASHUS and Light Elegance make it clear the company really has become a one stop shop for all your salon’s needs.
SWEET SERVICE The company was founded by husband and wife team and CND legends Samantha and Samuel Sweet in the heart of West Yorkshire in the UK. Their Dublin satellite site is a hidden gem complete with a training and education hub, a trade only shop, and warehouse facilities that guarantee next day delivery for busy salon owners and mobile therapists.
SWEET SQUARED BRANDS
Whether you love L&P or gel, enhancements or natural nails, hard gels or a Shellac, classic colours or all the glitter and glamour, Sweet Squared can meet all your nail needs. Selling only the best, the complete nail offering includes CND, Light Elegance, Lecente and :YOURS.
WAX:ONE
MOROCCANTAN
This innovative brand has a simple solution for salons with just one hot wax and one strip wax that both benefit from a super thin viscosity. Wax:one has a lower working temperature making both hot and strip wax treatments more comfortable for clients and with a unique ultra-fast dual digital heater, the choice is easy.
The unique natural and organic ingredients in this tan ensure the formula is long lasting, has a deep development and fades evenly. The argan oil makes this more than just a tanning service, it’s a hydrating tanning treatment with three collections to choose from to give clients a beautiful healthy glow.
NIMUE SKIN TECHNOLOGY A salon only derma-cosmeceutical brand that offers salons a route into more aesthetic treatments without the need for expensive machinery. The range includes homecare products and professional salon peels.
LASHUS Everything a lash technician could possibly want from lifting and tinting to classic, hybrid and full volume lashes. The brand features first class education, innovative adhesive and a clever ‘Business in a Box’ that offers everything a salon or mobile tech needs to launch a full spectrum of lash services.
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NIMUE SKIN TECHOLOGY: YOUR ROUTE TO AESTHETICS
Nimue Skin Technology bridges the gap between the traditional salon facial and strictly surgical procedures quite seamlessly with a range of professional-only treatments and peels that offer lasting skin rejuvenation and instant results. A quick glance at any social media platform shows clear evidence that aesthetic treatments are in demand. As this growth in popularity soars and consumers demand results without downtime, one of the big challenges facing salons is how to adapt your offering to give consumers real results without surgery, botox or fillers. Enter innovative derma-cosmeceutical range Nimue Skin Technology. Launched in 1994 by a cosmetic surgeon looking for products to heal skin and facilitate dermal change pre and post-surgery, it’s fair to say the brand knows a thing or two about aesthetics. However, rather than go down the route of expensive machinery, Nimue prefers to let the science do the hard work and instead combines high-quality, concentrated actives with biotechnological ingredients. Delivery systems are at the heart of Nimue product development and there are 11 unique systems that provide superior product penetration from their salon-only treatments and homecare. Each treatment focuses on maximum stimulation with minimum irritation and while their deepest skin peel, the new and innovative Smart Resurfacer Peel, does require customers to have been using AHAs on their skin for some time, there are plenty of options for clients that are new to
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the brand. The current celebrity favourite microneedling or Nimue’s unique Thermal Detox Peel both work brilliantly for clients who are not yet using the brand’s formulas. Another point to note about Nimue is that the brand is strictly professional only, meaning it is not available anywhere online so there is lots of opportunity for salons to maximise their profits through retail sales. Nimue also cares about the planet and helps salons tackle their carbon footprint and become more sustainable, which will strike a chord with many consumers. It is one of the only professional salon ranges to offer refillable products, which creates a saving of up to 30pc on product purchases. As well as this innovative packaging, salons can benefit from minimising wastage with resealable pods that contain the peel treatments. The brand even provides fully biodegradable bags for retail sales. The Treatments Thermal Detox Peel – A 30-minute treatment that uses charcoal and boasts a warming, bubbling effect. Suitable for anybody, it has a detoxifying and exfoliating effect on the skin, brightening even the dullest complexion and tightening up those pores.
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Liza Smith Demonstrates Nimue Thermal Detox Peel
Nimue Educator Hannah McAndrew Demonstrates Nimue Micro Needling
Thermal Detox Peel
Microneedling Roller with Nimue-TDS 2
Microneedling – Not one for the needle shy but Nimue’s roller does have an ergonomic handle that allows therapists more control over pressure and makes treatments more comfortable for clients too. Results are instant and can be bespoke by using the brands Superfluids, masks and TDS™ Serums. 35% Glycolic Treatment – Your customers will need to be using Nimue skincare at home to introduce their skin to AHAs before they can have this peel, but the benefits are huge. Not only will it improve skin texture, it’s a fabulous anti-ageing treatment that can plump wrinkles and give an instant boost to radiance. Nimue SRC – This advanced skin resurfacing treatment removes dead cells form the stratum corneum whilst keeping the barrier and living cells in tact. Rather than focus on one acid, this treatment allows you to tailor the peel to the client’s skin type and uses a blend of acids to deliver optimum performance. It is perfect to treating a wide range of concerns from rejuvenation to addressing hyperpigmentation and problematic skin. Smart Resurfacer – This peel has the benefits of a medium depth peel with minimal side effects or downtime. It does not cause redness, inflammation or risk skin damage – sounds too good to be true right? Unlike other peels, Smart Resurfacer suspends it’s active ingredients in an oil-base, meaning tingling
and discomfort are minimised and although the peel is potent it is instantly neutralised with water. Nimue brand ambassador and salon owner, Farrah Fawcett loves the choice Nimue offers her clients. “I like to plan a course of treatments for my customers once I understand their skin concerns and I have prescribed the right homecare for them. I know I can plot out a programme of treatments to complement the homecare regime and deliver visible lasting results. A client might start with a Thermal Detox Peel then once they have got used to the homecare, I can start to introduce deeper peels like the 35% Glycolic.” New treatment spotlight – microneedling OK, so microneedling is not new so to speak but Nimue hasn’t just jumped on the band wagon, they have taken the time to ensure their treatment offering has plenty of USPs and a brand new update to technique that can really benefit salons. For optimum results a course of six treatments is recommended and each client gets their very own personal roller that provides exactly six treatments and can be sterilised and stored in its own personalised box between appointments. Salon and Spa Magazine Ireland’s Linda Horan got to experience the treatment during the brand’s recent event in Dublin. “I’m a big fan of Nimue homecare having completed the 12-Week Challenge in the past. I was particularly excited to try microneedling as it helps maximise the effectiveness of the products. My skin looked instantly rejuvenated following this treatment and there was no downtime at all, which makes it a winner for anybody seeking fast results.”
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THE BLINK OF AN EYE…
LASHUS MAPPING
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s we enter the festive season it is certain that one of the top treatments expected to get salons all a flutter and cash registers a ringing is lash extensions. Salon and Spa Magazine Ireland caught up with one of the industry’s true innovators LASHUS to find out all about the new LASHUS Extensions range. We chatted to LASHUS brand manager Victoria Sargeson for the scoop on the new products and to find out how salons can maximise their profits at this time of year. Q: It’s been nine months since LASHUS THE LIFT launched. How’s it going? A: The response has been phenomenal. We are so thrilled to have brought this brand to Ireland as there is a huge demand for lash treatments and for first-class products and services like ours. The before and after shots we’ve seen are outstanding and even celebrities such as Love Island’s Molly-Mae Hague have become fans of the brand. Q: The industry seems to be thriving, but not without its challenges. What are the big issues out there? A: Over-processing and poor education are two of the big concerns. LASHUS THE LIFT has a stripped back formula that is unique to us and we are very proud of it as there are no nasties and no risks of over-processing. We also provide a lash tint as part of our lift treatment so it’s a more premium service that feels luxurious for the customer and enhances the result. This in turn helps salons to retain their customers.
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Q:You mention education. Do you feel this is just as important as product? A: You can have the best products in the world but without education and training you cannot guarantee results. Our educators are highly skilled and empower all of our students and customers with everything they need to make their business a success. We also have around the clock support with our training centres and our dedicated pro support groups on social media. Q: Why are you launching extensions now? A: Well it’s really a natural progression for the brand and
LASHUS EXTENTIONS AFTER THE TREATMENT
we want to ensure that our customers are able to offer the full spectrum of lash treatments from lift and tint to classic extensions and full volume. Q: What’s unique about LASHUS Extensions? A: There are three things a lash technician can expect from LASHUS. Firstly, our adhesive is the best on the market and is both oil and water-resistant meaning maximum retention. Secondly our lashes are made from a stunning, stable synthetic fibre that has been triple treated to ensure the beautiful curl is retained in every single lash. Thirdly we have fabulous pre-made fans that are heat-bonded at the base as opposed to being glued and this means that they are lighter on the natural lash and cleverly wrap around the lash supporting it and creating a fuller look. Q: Is the brand suitable for beginners? A: Absolutely. In fact one of our other USPs is that we are the first lash company to offer a beginner’s course that allows new lash technicians to achieve a volume look straight away. This utilises the lovely heat-bonded pre-made fans I just mentioned. At Sweet Squared education is the key to success so our one-day Lash Grad training course is very practical and hands-on. It’s suitable for conversion or for complete beginners and every student will leave equipped to complete their four case studies and become a LASHUS Lash Grad. Q: What are the benefits for a salon that wants to add extensions to their treatment menu? A: Profit! Lots of it! Lash extensions is one of the most profitable treatments a salon can offer, and the treatment is in high demand so if a salon isn’t offering it then they are definitely missing out on business. After your product costs you can expect to see a 95pc profit margin on lash extension treatments and we’re seeing more salons boosting their business by combining nail and lash maintenance appointments. Q: How can a salon become known for their lash services? A: Offer a premium service and ensure you have the best training and tools for the job! Put Lash health first! This is extremely important. We start with natural lash analysis to ensure the correct diameter of lash extension is selected and
LASHUS THE LIFT
LASHUS THE LIFT that extensions can be worn safely by your client. In our courses we also teach lash mapping, which is an amazing technique but some experienced technicians still do not use it. Basically, it gives the technician a precise method of guidance to ensure even lengths and coverage and to provide symmetry across both eyes. Naturally, eyelashes are not all one length across the eye so by using lash mapping you can learn to plot out the lengths of lash extensions needed across the eye to ensure a more natural curvature to the finished lash set. Using a variety of lash lengths creates a natural flow and makes the finished set look flawless. Also, you must always take a before and after photo for your client and encourage them to share it on social media. They will be so thrilled with the results more often then not they will be keen to share their new look, and you will soon have customers flocking to your doors.
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