Salon Magazine February 2024 by Cogent Multimedia Ltd

THESALONMAGAZINE.CO.UK

FEBRUARY 2024

THE UK’S LEADING PUBLICATION FOR SALON OWNERS AND MANAGERS

Editor

Ailsa Newgreen ailsa@cimltd.co.uk

Managing Editor Jade Evans jade@cimltd.co.uk

Publication Manager Declan Wale declan@cimltd.co.uk Tel: 01795 509 112

Account Managers James Davies jamesd@cimltd.co.uk Api Somboongedd api@cimltd.co.uk Rhys Roberts rr@cimltd.co.uk Tel: 01795 509 112

Editor’s letter

Design and Production James Taylor james@cimltd.co.uk Grant Waters grant@cimltd.co.uk

Administration Manager Natalie Murray admin@cimltd.co.uk Tel: 01795 509 103

Credit Facilities Manager Gwen Lee creditcontrol@cimltd.co.uk Tel: 01795 509 103

Marketing Manager Lucas Payne lucas@cimltd.co.uk

Sales Director Tom Woollin tom@cimltd.co.uk

Chief Executive John Denning

On the cover

Zemits sales@zemits.co.uk www.zemits.co.uk Instagram: @zemits_ unitedkingdom Find the Cover story on Page 22-23

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ove is in the air! We hope you’re fully recovered from the Christmas rush and have dusted off the cheesy love playlists - of course, its February! Welcome to the edition where Valentine’s Day takes the spotlight, as we highlight a multitude of areas Salons can capitalise on. With the extensive feature sharing comments from industry experts, we also share our essential five, highlighting five tips for increasing revenue this Valentine’s Day – truly sharing the love. Comments from salon marketing experts really help to give your business the edge over this period. This month, we also take a dive into the world of aesthetics, taking a look at what’s to come in 2024 and what consumers really look for in an aesthetics space. We speak to industry professionals and governing bodies to discuss how to embrace diversity in the aesthetics space, and a rise in non-invasive treatments. In light of National Apprenticeship Week on February 5th – 11th, this month includes an education station from the NHBF exploring the importance of apprenticeships, and we hear from Kleek celebrating the power of apprenticeships within a salon. These pieces are, of course, alongside our regular features and create this style for your perfect Valentine’s look. That’s all from me, I won’t spoil the rest, I’ll leave you to enjoy! We hope you enjoy reading this as much as we enjoyed working on it. If there’s anything you’re keen to see in Salon Magazine, please do feel free to reach out to our editorial team – we love hearing from you! Ailsa Newgreen, Editor

FEBRUARY 2024

THE UK’S LEADING PUBLICATION FOR SALON OWNERS AND MANAGERS

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© 2024 TGM Publishing Limited, 1st Floor, Saphir House, 5 Jubilee Way, Faversham, Kent, ME13 8GD. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope. Manuscripts should be type written. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to TGM Publishing Limited. The publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement.

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Contents 12 SALON OF THE MONTH

Starring as our Salon of the Month is Muse, a salon powered completely by renewable electricity, putting sustainability at the heart of everything they do.

17 AESTHETICS

Experts are on hand to help to understand the shift towards non-invasive treatments and what the modern consumer is looking for from an aesthetics space.

30 EDUCATION STATION

In light of National Apprenticeship Week, taking place on the 5th – 11th February, NHBF share what support is available around apprenticeships in the industry and the benefits of taking apprentices on.

36 FIVE MINUTES WITH

Owner of Stā Studios, Samantha Cusick, shares easy-to-implement strategies to turn your followers into clients.

42 SOCIAL MEDIA LOOK BOOK

As the day of love approaches, clients are more inclined to treat themselves. We share some of our favourite social media content for nail inspiration this Valentine’s Day.

45 THE VALENTINES EDIT

The season of love has arrived and our Valentine’s focus is filled with advice to elevate your marketing and services to capitalise on the day of love. Salon Magazine

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INDUSTRY UPDATE

Pantone’s Colour of the Year Jane Boardman, Founding Chair of the British Beauty Council, Received an OBE Credited with giving the beauty and fashion industry the voice they deserve, Jane Boardman has been recognised in the King’s New Year’s Honours list for services to fashion and beauty. Boardman was instrumental in the formation of the British Beauty Council in 2018, leading the industry through unique challenges as a consequence of the COVID-19 pandemic. Jane provided strategic support across the council’s campaigns from 2018 to 2022. Jane shared: “I am immensely honoured to have been awarded an OBE for my services to fashion and beauty. I feel privileged to have played a small role in elevating the work of the leaders of these incredible industries, particularly Caroline Rush, Dylan Jones, and Millie Kendall. I will continue to champion the industries I love, supporting businesses that make a difference and break new boundaries in their field.” www.britishbeautycouncil.com

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Pantone is a globally recognised trend agency specialising in colour predictions for all industries, including hair and beauty. With Peach Fuzz named as Pantone’s colour of the year for 2024, this hue is intended to capture the desire to nurture ourselves and others. Taking centre stage this year, peach fuzz is seen as warm and welcoming while conveying messages of compassion and empathy. Easily incorporated into beauty services through hair, nails, and makeup, this is a tone you can be sure to be prominent all year! www.pantone.com

INDUSTRY UPDATE

HOB Academy Announced to Train Top Industry Names The HOB Academy, named as finalists for the Employer Provider of the Year at the National Apprenticeship Awards 2024, is now offering external training for apprentices aged 16 and over to salons across the UK who are looking to begin their journey into a rewarding and fulfilling career. The apprentice programme involves the apprentice working in your salon four days a week, including a model night once a week. In addition to this, the apprentice will attend one day a week at the HOB Apprenticeship Academy in Camden, covering both theory and practical course components. The team also offers in-salon training for those unable to attend the Apprenticeship Academy. Working alongside your own training programme, the HOB Academy team will prepare the apprentice for their end-point assessment and carry out full mock assessments prior to the actual EPA. The apprenticeship will take 18–24 months, made up of 17–21 months of learning on the course programme, with two further months preparing for the end-point assessment. The HOB Academy team also offers a Level 2 Diploma in Barbering Professional Standard over a 14–18 month period and a Level 3 Diploma in Advanced and Creative Hair Standard over a 12–14 month period, either in the academy or in salon training. www.hobsalons.com/academy

Sheila Abrahams, Founder of the Freelance Hairdressers Association, Awarded an MBE Sheila Abrahams, a trailblazer in the world of freelance hairdressing and the visionary founder of the Freelance Hairdressers Association (FHA), has been awarded an MBE for her remarkable contributions to the freelance hairdressing industry. The MBE, announced in the King’s New Year Honours List, recognises Sheila Abrahams for her unwavering dedication to supporting and uplifting freelance hairdressers across the nation. With over three decades of commitment to the industry, Abrahams has played a pivotal role in fostering a sense of community, providing education, and advocating for the rights and interests of freelance hairdressers. Sheila Abrahams expressed her gratitude, stating, “30 years ago, it was a dream; now it is reality. It has been a fantastic journey, and I would like to thank all of those who helped me through the years. I am delighted that professional freelancers are now where they should be, an integral part of our industry.” www.thefha.org.uk

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RISING STAR

Brow Boss Featuring as this month’s Rising Star, Rebekah Alice shares her tips for creating the perfect brow and discusses imposter syndrome while going ahead of your dreams.

When did you notice your passion for brows and lashes?

It’s always been there! At school, I was much more interested in playing around with my brow makeup and achieving longer, thicker lashes than I was with foundation and contouring, etc. Suffering with eczema on my face, I naturally had to avoid full face makeup glam, turning my focus to my brows and lashes. My teenage years came at the end of the era where everyone was plucking their brows to thin oblivion! For me, I was always creating fluff and definition. When I got into the beauty industry, it genuinely felt like I was finally where I was meant to be. The passion to constantly create beautiful brows and lashes for all of my clients continues to grow, and I do not think it will ever stop!

How did you find your style, and what are your tips for other PMU and brow specialists trying to stand out?

Any new PMU artist hates this answer, but practice, practice, practice! Playing around with different brow styles and stroke patterns and printing off images

Rebekah Alice

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of face shapes and redrawing the brows onto them is all key. No one gets worse with practice, you can only get better, which in turn grows confidence! Two of the most important things you can do for yourself, your clients, your business and your own sanity, because there are times where it can feel like you are losing it, are be yourself and don’t compare you to others! You will stand out being your own authentic self. Everyone else is on a different step of @thesalonmaguk

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their own journey, don’t compare your step one to someone else’s step ten.

What would you describe your speciality as and how did this define your target audience? I would say brows, on the whole, is my speciality; in my local area, I’m known as ‘The Brow Lady’, which I love so much! Whether you’re booking PMU, Brow Lamination, HD Brows or a tint and wax,

RISING STAR

I make it my mission to know everything I can about the service I offer. This is something I continue to do, and will always do, to build trust in my clients. Clients trust my knowledge and trust the reasons I recommend particular treatments or brow growth products. My target audience is everyone who wants something doing to their brows, and I offer both PMU and non-PMU options for whichever is best for them.

Social media marketing is key to increase a beauty professional’s client base: how did you grow your following, and what content works best to increase bookings?

I am still on a journey to grow my following on social media. So far, in my career, I have picked up on two vital tips: being your authentic self and posting more intentionally. Gone are the

days where we can get away with only posting a before and after picture with the caption: “Love this transformation, book via the link in the bio!”. You can’t underestimate the importance of the picture quality, angle, lighting and the caption. Use the caption to speak to your ideal client and explain why booking with you is going to benefit them.

What are your goals for the future and how do you plan on achieving them? I have so many goals for Rebekah Alice! I plan to expand the salon into a bigger space, start offering both masterclasses and accredited courses for both brows and lash lifts, and I have 2 huge new treatments in the pipeline. My dream for the future is to have a salon full of exceptional PMU, brow and lash artists working together giving people the results of their dreams!

How did you become an InLei ambassador and how has this impacted your business?

I had heard of InLei and had been following them on Instagram for a while, when, during an appointment, a regular client of mine mentioned that an InLei product was the only lash lift system she wasn’t allergic to. My client asked me to let her know straight away if I ever started offering InLei products. I felt like this was a sign from the universe to tell me to go for it. I don’t do things by halves, so, in my true style, I signed up to a lash lift masterclass to fully understand the product. Since taking part in the masterclass, I have been obsessed with the products and, increasingly, my clients are looking to convert from a standard lash lift to lash filler by InLei. On social media I saw InLei advertising for Lash Filler Ambassadors, so I took the plunge and applied! Suffering with major imposter syndrome, I didn’t think I was good enough to be picked, so, when the email came through that I was successful, I was so excited. I feel that being affiliated with a brand such as InLei has given me more credibility with clients and other artists alike. I’ve had more artists in the industry reach out with questions since becoming an ambassador, which is great: helping and teaching has always been in me! If you take anything from this, it’s to have the confidence to just do something, without hesitation and to believe in yourself! @rebekahalicepro

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INTERIORS

nth o M e h t f o n Salo y r u b s i l a S , g n ressi d r i a H e s u M

Lois has created a salon where nothing goes to waste and everything is powered by renewable energy.

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pening its doors in October 2020, Muse Hairdressing in Salisbury, Wiltshire, is an awardwinning boutique salon with an eco-friendly and sustainable ethos. Opening in the midst of a national lockdown, and battling with a further two in the first year, the start for Muse was far from smooth. Three years later, founder and visionary, Lois Mant, shared how it all began. After two decades in the hair industry, working for the biggest global hairdressing brand, styling hair for magazines, the red carpet and London Fashion Week, Lois knew exactly how she wanted the salon to look and, most importantly, feel. Lois noted: “Working in an environment where our clients’ experience was the best they had ever had in a salon was a priority for me! Creating packages that offer longer appointments to give the real Muse attention-to-detail experience was at the forefront of salon planning. Alongside this beautiful décor and a sustainable ethos running through all Muse decision-making was the drive to bring it to life.” At Muse, sustainability is non-negotiable. Lois has created a salon where nothing goes to waste and everything is powered by renewable energy. Being the only carbon-neutral salon in the City, Muse are, rightfully so, extremely proud of this sustainability achievement. Recycling salon waste ensures chemicals don’t enter our water and foil, hair, plastic and cardboard don’t go to landfills. Only using products that align with the brand ethos is part of the salon’s carbon footprint; for example, partnering with sustainable brand Davnies for both colour and retail products. At Muse, every sustainability decision is considered, from cleaning products coming from a local refill shop to teabags that are plastic free, locally roasted coffee to bamboo toilet rolls, plastic-free digital magazines, and Eco Heads to reduce water consumption. Anything that can’t be recycled, reused or repurposed gets offset, including the team’s travel to work. Clients are increasingly placing importance on sustainability and supporting brands that make the effort. Clients at Muse benefit by feeling that they are contributing to better practices and receive a refund for using Muse’s own refill station. Lois noted: “Clients that visit us, who had not put much thought into the carbon footprint of a salon visit previously, enjoy learning about our sustainable practices.”

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INTERIORS

Being a sustainable salon, and sharing the brand ethos on social media, encourages engagement and helps to attract prospective clients. Through highlighting the Muse experience, and sharing pictures and reels of the salon space, Muse has grown a more conscientious client base. The tones and décor embody the brand’s ethos and keep calm and luxury at the forefront. Tones of deep forest green aid in creating a relaxing atmosphere, and the addition of house plants promotes creativity and calmness, while simultaneously cleaning the air. Alongside the green shades, the worktops and coffee bar are made from reclaimed floorboards, and the addition of copper accessories complements the green and helps give the salon a more luxurious feel. Lois proudly shared: “Our clients love our décor and attention to detail. Down to the finest of details, everything is on brand.” To Lois, her team and their wellbeing are of the utmost importance, and she noted: “I am really proud of creating a professional and fun atmosphere, where keeping up to date with the latest trends and continual learning is key.” When hiring for the salon, Lois looks out for someone who follows the company values and takes pride in giving clients the best experience possible. Lois explained: “We can teach hair techniques, but an individual’s values and beliefs have the biggest impact.” As a salon, Muse breaks the industry norms, and benefits from the switch in clients’ more flexible working. As such, the salon no longer does late nights, and the team gets a Saturday off each month as a four-day working week, ensuring staff wellbeing is a top priority. Lois noted: “Clients compliment us on how relaxed they feel from the minute they walk through the door, and I believe the wellbeing of my team is the key to them delivering the best experience to our clients.” The future for Muse sees the salon continuing its mission to create beautiful hair, while clients enjoy luxury in a sustainable environment. Expansion is also on the horizon for Muse, as they look at offering a hair loss clinic, with one of the team members having previously finished her qualifications in trichology in 2023. Looking forward, Muse plans to continue their sustainability journey and hopes to be recognised for this more in 2024. @musehairdressing_

The wellbeing of my team is the key to them delivering the best experience to our clients.

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PROMOTION

Ready to Reset Bid farewell to stubborn build ups and say hello to the power of a clean slate with Maria Nila Purifying Cleanse shampoo.

ith the demand for scalp-friendly products being higher than ever, both customers and professionals are setting higher expectations for product performance, innovation, and specialised products-all starting with a clean base and healthy hair! In 2022, scalp care products grew by 47%, and we are sure this latest launch will not disappoint. The new collection, Purifying Cleanse, will instantly refresh and reset your hair, leaving it primed for other treatments. Set an ultimate base by using this shampoo in-between our other collections for that extra cleanse. The Purifying Cleanse Shampoo, launching January 2024, is infused with deep cleansing ingredients to truly cleanse and calm the hair and scalp. Compared to our other collections, this one is silicone-free and was developed as a complement to be used when in need of a proper cleanse to get rid of residue and build up. The new collection is a permanent addition to our portfolio and is suitable for all kinds of hair. For this launch, we present a deep cleansing shampoo in 350ml and 1000ml. Launching in January, the month synonymous with resetting our lives, preparing for a new season, and embracing a fresh start. Bid farewell to stubborn build-ups and say hello to the power of a clean slate. Purifying Cleanse goes beyond cleansing; it’s your hair’s reset button, offering a fresh start every time you lather up.

Who is the purifying cleanse for?

The Purifying Cleanse is developed as a complement to all other ranges or when you’re in need of a deeper cleanse. Maybe you have used too many products and want a reset, a clean slate to work with, or to wash out your Colour

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Refresh. This shampoo is developed equally for professionals as well as consumers.

How often should I use the purifying cleanse?

This shampoo has stronger cleansing properties than our other collections. The Purifying Cleanse Shampoo can be used once a month or when in need of a deeper cleanse. It is primarily for cleansing the hair.

How long shall the Purifying Cleanse Shampoo sit in the hair before being rinsed?

The Purifying Cleanse Shampoo can sit for one minute before being rinsed off. Let the shampoo process for a longer time if you need a more intense cleanse. Use the Scalp Brush to maximise the cleansing treatment.

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Will I see immediate results after using products from this collection?

Yes, the hair will be properly cleansed. It is perfect to use before any treatment or DIY colour masques.

Is this collection safe and workable for colour or chemical-treated hair?

Our Purifying Cleanse Shampoo is perfect to use prior to a chemical service to make sure your hair is ready as a clean pallet. For coloured hair, the collection shall not be used longer than 1-2 minutes. Email: contact@marianila.com Website: www.marianila.com Facebook: Maria Nila Instagram: @marianilaprofessional

MARIA NILA INTRODUCES

PURIFYING CLEANSE A new deep cleansing collection for all hair types, developed to exfoliate and cleanse both hair and scalp.

RESETS YOUR HAIR

DEEP CLEANSING

AHA EXFOLIANT

PURIFYING CLEANSE SHAMPOO 350 ML £25,50 | 1000 ML £64 WWW.MARIANILA.CO.UK | INFO@MARIANILA.UK | +44 203 154 66 85 @MARIANILASTOCKHOLM | @MARIANILAPROFESSIONAL

Aesthetics

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AESTHETICS

Let’s Get Clinical With help from industry experts, we discover what clients expect from aesthetics spaces and how to navigate an increased interest in maintaining a natural and realistic appearance.

ith the aesthetic market showing no signs of slowing down soon, and with an array of practitioners out there to choose from, what are clients really looking for from the aesthetics market? We speak to industry experts who offer advice on how to navigate the aesthetics space in 2024. In an industry where not every treatment is invasive and there is such a wide range of options available, if your salon is not yet offering aesthetic treatments, now is the time to look into introducing options to boost profits. With a myriad of options available to

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Packing exceptional results into a shorter service time is the way forward clients, Imogen Gosling, National Sales Manager at 3D Aesthetics, stressed the importance of clinics needing more than just an advanced aesthetic device

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to appeal to consumers. Imogen noted five key non-negotiables: “Advanced technology, realistic return on investment, non-invasive and adaptable treatments, results-driven treatments and comprehensive ongoing support,” to drive clients to your clinic. On the theme of encouraging clients to your clinic, Annet King from Bio Theraputic, emphasised the importance of meeting the needs of modern customers, stating: “Clients expect next-level results in a service time that meets their needs, including service availabilities that match their schedules.” With the rise of technology

AESTHETICS playing a vital role in aesthetics, forwardthinking owners have realised packing exceptional results into a shorter service time is the way forward. Annet furthers this idea by explaining: “Professionals now bring multiple technologies into a single service, where in the past they may have only selected one.” A shift that is likely to become the new normal! Trends within the industry are bound to fluctuate, but moving towards a more natural appearance seems to be here to stay! Victoria Brownlie, Chief Policy Offer at the British Beauty Council, noted the rise in demand for more natural aesthetic procedures over the past decade. Victoria stated: “Clients are moving away from wanting a more exaggerated look to procedures that help them achieve a much more natural and refreshed version of themselves.” The increase in demand for natural aesthetics is supported by Imogen Gosling, National Sales Manager at 3D Aesthetics, who highlights the importance of this trend, after hearing from clinics that clients are looking for prevention rather than a cure. Imogen noted: “Consumers are seeking noninvasive treatment offers that help to create a positive change in the natural body, rather than masking the problem with a quick fix.” Diving further into maintaining natural beauty gives rise to the shift away from invasive treatments and towards noninvasive treatments. Maria Philippeos, Clinic Director at Pulse Laser Aesthetics Skin Clinic, celebrated this and said: “Advances in technology have meant that clients’ lives are not interrupted by lengthy downtime while achieving fantastic results.” The shift in preferences towards non-invasive treatments reflects both a change in approach to beauty enhancement and a rise in popularity of procedures that come with fewer associated risks. Maria continues by explaining that many clients are moving away from feature-altering surgery, instead opting to restore youth through a technique known as “collagen banking,” a term used to describe building up your collagen reserves. The accessibility of non-surgical therapies is one of their most alluring features. Being far more affordable than traditional surgical solutions makes a wider range of people more inclined to consider aesthetic improvements. Due

Clients are looking for prevention rather than a cure. to ease of scheduling, relatively short durations and reduced risks, non-invasive treatments are convenient for those with busy lifestyles who are hesitant about surgery. There is no doubt that allowing people to achieve considerable, positive results without the need to ‘go under the knife’ has revolutionised the beauty industry. However, Vicotria Brownlie, Chief Policy Officer at the British Beauty Council, noted: “The surge in non-invasive treatments has created a huge market for unscrupulous people to exploit due to a lack of regulation.” Patients are often enticed into treatment with unrealistic results and cheaper products that often adversely impact the client’s health and wellbeing. There is currently no strict Salon Magazine

licencing within the industry, but The British Beauty Council is working hard to ensure the safety of clients, and the competency of practitioners is enshrined in law, with licencing being made mandatory. Victoria noted: “Regulation within the aesthetics sector will give the public a clear pathway to qualified practitioners who are safe to operate.” Over the past year, aestheticians have noted a rise in patients becoming increasingly informed about treatments and what is available to them. There is no doubt social media has been instrumental in the distribution of knowledge surrounding aesthetic treatments; however, this isn’t always beneficial. SK:N Clinics Senior Medical Injector, Dr. Asha Chharya, noted: “There

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AESTHETICS has been a significant rise in patients specifically requesting certain treatments rather than seeking suggestions.” As a practitioner, you may find that social media and Google can influence clients into wanting to try a treatment that is unsuitable for them. Telling a client they can’t have the desired treatment can be a difficult conversation, especially when ‘the customer is always right’! With this in mind, Maria Philippeos, Clinic Director at Pulse Laser Aesthetics Skin Clinic, suggested: “Speaking from a place of knowledge, and using real-life examples, often helps to convey reasons for refusing treatment.” Providing a client with realistic outcomes and alternative treatment programmes is an excellent starting point, as Maria stated: “Overpromising and under delivering is a sure-fire quick way to ruin a clinic’s reputation.” While saying no to a client can seem daunting, Annet King from Bio Theraputic, understands that managing expectations honestly is essential to avoid disappointment. Annet stressed that “saying no is essential for building trust, rapport, return clients and referrals.” Building trust with your clients is vital for maintaining customer relationships and ensuring repeat business. Maria Philippeos, Clinic Director at Pulse Laser Aesthetics Skin Clinic, noted: “Patients return years later, appreciating honesty. This establishes trust, as they recognise that I have their best intentions at heart and will consistently recommend the most suitable treatments for them.” Maria stressed the positive impact of this in the form of repeat business.

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Overpromising and under delivering is a sure-fire quick way to ruin a clinic’s reputation. Inclusivity stands as a fundamental pillar within the aesthetics industry, and, by embracing diversity and steering away from stereotypes, the sector can become a more welcoming environment for all. Minority groups can often feel underrepresented by the medical aesthetics industry due to a lack of understanding. Promoting diversity demonstrates that you understand, as a salon, that there is not one standard for everybody. SK:N Clinics Senior Mediacal Injector, Dr. Asha Chharya, enjoys customising treatments to enhance beauty in diverse

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ways, explaining: “Every individual I work with is unique, and that is the aspect I find most rewarding in my profession.” Asha continued to explain that: “While I acknowledge that there is still work to be done in the industry regarding diversity, I believe we are moving in the right direction.” Maria Philippeos, Clinic Director at Pulse Laser Aesthetics Skin Clinic, shows her understanding diversity by choosing a laser hair removal platform that can be safely used on all skin tones. Maria proudly shared: “Using Soprano Titanium allows us to deliver excellent results to all skin tones. For many years, many laser hair removal platforms could not be used on darker skin, so this has been great for our clients.” Taking the right steps to create a more inclusive salon produces a more welcoming environment for minority groups. In summary, there are a multitude of ways adding aesthetics to your salon can increase revenue in the coming year, especially with the considerable rise in non-invasive treatments. This being said, it is clear that education should be at the centre of delivering aesthetic procedures to clients. Being able to advise customers from a position of knowledge builds trust and a strong rapport, increasing your revenue as a salon.

COVER STORY

Evolving Exfoliation Treatment With self-care remaining a prevalent trend in 2024, facials enable clients to enjoy a sense of well-being while enhancing their skincare routine. The experts at Zemits explain their must-have treatments for your aesthetic business.

s we age, the natural process of cell regeneration decelerates, causing a delay in the shedding of dead skin cells and the generation of new ones. This sluggish turnover can contribute to dull, rough, and dry skin accumulation as old cells collect on the skin’s surface. Additionally, the build-up of deceased skin cells can increase oil production and block pores, potentially resulting in blemishes and acne. Proper exfoliation clears the path

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for skin care products and allows moisturising products to permeate the skin more profoundly, heightening their efficacy. This routine will also enhance the results of any rejuvenation or other treatment. Exfoliating facials have always been the industry’s most demanded skin care service, whether an abrasive exfoliator like diamond microdermabrasion or a chemical exfoliator with a combination of safe-for-skin acids that chemically dissolves debris.

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Recently, this treatment has become widely available, extending beyond the confines of aesthetic clinics and spas. It has seamlessly integrated itself as an add-on service in hair and beauty salons, massage parlours, and even barbershops, catering to a diverse and expansive audience due to its popularity.

Emerging Trends

The skincare industry is witnessing a paradigm shift towards non-invasive, technology-driven treatments. Clients

COVER STORY are increasingly pursuing solutions that offer visible results with minimal downtime and discomfort. In this context, hydrodermabrasion has become a preferred choice for effective, gentle, and rejuvenating skin exfoliation treatments. One of the key trends driving the popularity of hydrodermabrasion is the growing emphasis on personalised skin care. Today’s clients are more informed and discerning, seeking treatments tailored to their specific skin needs and concerns. Hydrodermabrasion’s versatility allows for customisation, treating various skin types and conditions, from acne and hyperpigmentation to fine lines and dehydration. Another trend is the shift towards holistic wellness. Clients are not just looking for skin treatments; they seek experiences that contribute to their overall skin health. It’s not just about improving skin appearance; it’s about providing a soothing, pampering experience that clients look forward to.

HydroDiamond Facial: A Revenue Booster for Your Salon Business

Cutting-edge technology seamlessly combines the essential attributes of hydrodermabrasion and microdermabrasion, offering a distinctive and advanced exfoliation solution. In the context of the standard protocol for a hydrodermabrasion machine equipped with multiple jars for chemical serums, the peeling solution follows a cyclical path, flowing from the jar onto the skin and returning, laden with impurities and dead cells, to the waste jar. For effective exfoliation, approximately 100 mL serum per client is a prerequisite. Consequently, the consumable cost for this treatment is notably high, averaging between £25 and £50. To mitigate expenses, some practitioners resort to diluting active serums with mineral water, a cost-saving measure that significantly diminishes the chemical peeling effect. Furthermore, in the standard hydrodermabrasion process, the serum’s contact with the skin is fleeting, lasting mere seconds. As it reaches the skin surface, the vacuum promptly pulls it away, preventing sufficient time for deep penetration. This time constraint poses a

challenge, limiting the potential efficacy of the serum. In the HydroDiamond facial protocol, Zemits has implemented several notable changes for an enhanced exfoliation experience. Instead of dispensing the serum from a jar, the new approach involves directly applying the serum to the facial skin using a fan brush. Recommended serums for this method include skin-friendly options like HydraAster, HydroClear, and SalicPure, which are designed to work with the skin without causing excessive dryness. An essential modification in this protocol is the extended contact time between the serum and the skin during the procedure. In contrast to the classic approach, where the serum interacts with the skin briefly, the HydroDiamond protocol emphasises a prolonged and continuous interaction. The strategic application of the serum before the exfoliation treatment serves a dual purpose. Not only does it facilitate a prolonged interaction between the serum and the skin, but it also introduces a soft chemical peeling effect. This gentle peeling action softens the upper layer of dead cells, enhancing the overall effectiveness of the treatment. Salon Magazine

Less than £5 in consumables. Maximising profit

Aesthetic practitioners meticulously craft Zemits HydroDiamond technology to empower beauty salons by optimising costs and delivering exceptional results. Unlike conventional methods, HydroDiamond requires only 5 ml of serum for each exfoliation facial. This cutting-edge technology minimises serum usage by a remarkable 20 times, allowing you to efficiently manage costs and increase profit. The HydroDiamond Facial, on average, takes 20-30 minutes, with an RRP price of £90-£120.

About Zemits

Zemits UK proudly belongs to the esteemed American brand Zemits, renowned for its professional aesthetic equipment. When you partner with us, you benefit from our expert knowledge of treatments, strong marketing experience, passion for engineering and technology, and lifetime customer support. Email: sales@zemits.co.uk Website: zemits.co.uk Instagram: @zemits_unitedkingdom

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PROMOTION

Experts in Skin We talk to the experts at AesthDerm Ltd., a brand born out of a lack of post-training support, to understand what the brand could bring to successful salons.

Please introduce us to AesthDerm and what it strives to achieve.

can achieve healthy-looking skin with no risk of dangerous complications.

Aesthderm Ltd. was established over five years ago because we felt there was a big gap in the market. Through my experience as a salon owner, I understood that purchasing products was easy; what I couldn’t find was a company that would provide goodquality training and post-training support. At Aesthderm, we don’t only sell the best quality products; we are constantly supporting our customers through free practical training sessions in London and weekly webinars, during which we discuss specific skin concerns sent by our clients and choose the correct products and protocols.

Tell us about how your products or training can elevate a client’s experience.

As a brand, we receive many requests from manufacturers to become distributors of their brands, but we only chose a few. For us, the most important factor is the efficacy and safety of the products we recommend. One of our most popular products is Biorepeelcl3, a revolutionary TCA-based product that is suitable for all Fitzpatrick skin types and all skin conditions with no fuss or complications. Another popular treatment is our Karims RH collagen. The first RH collagen, not of animal origin, stimulates collagen production in our skin in the most natural way. With only two sessions required to see a phenomenal improvement in the skin condition, it is a firm client favourite!

What results can be achieved with your products?

Safe and long-term results. We can’t stop ageing, but using our product range, we

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What makes AesthDerm stand out from competitors on the market? Customer care and the choice of products and machines we offer. Post-training support and webinar training sessions are offered free of charge to our customers.

With sustainability being the word on everyone’s lips for 2024 and showing no sign of going anywhere, can you tell us about your commitment to sustainability? The purpose of sustainable salon products is to offer treatments and products that contain no toxic components, cause no harm to the environment, and are composed of natural ingredients. As a company, all of our products and treatments can be called sustainable. We have also introduced anaesthetic cover masks made out of starch and polylactic acid to mitigate personal and environmental harm.

What is the biggest trend you’ve been aware of recently in the aesthetics industry, and how have you adapted to it? The biggest trend recently is preageing, looking natural, and having healthy, glowing skin. As a company, this has been our focus on products and treatment aims since the very beginning. Skin Transformation, a trademarkprotected phrase belonging to our company, is our specialty-designed procedure that includes a combination of medical-grade products, requires no downtime, and delivers phenomenal results.

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How can our readers work with you?

We encourage customers to attend our free webinars and practical trainings so they can learn about our unique products and procedures. aesthderm.co.uk contact@aesthderm.co.uk

Suitable for acne, rosacea, scars, pigmentation and skin redermalisation treatment No downtime Suitable for all Fitzpatrick Types Can be used all year around FREE TRAINING WITH PRODUCT PURCHASE

07904 655213 contact@aesthderm.co.uk www.aesthderm.co.uk

PROMOTION

New Year, New Revenue For over 40 years, Caflon has been a pioneer in producing high-quality, British-manufactured piercing equipment and jewellery. We caught up with the Caflon Team to hear about adding new services to your salon.

s it time to change direction and add new treatments for your customers? There has never been a better time to train in a complimentary treatment. Add to your existing skills with a Caflon ear-piercing training course, via Zoom or from the comfort of your salon. Offering 1-1 training or up to 15 students per session, tailoring the courses to your needs.

The Total Package

Caflon has products available to cater to all. From starter kits with training through to the display stand bundle with training for larger salons to salons wanting to offer an extra retail line, piercing studs and fashion jewellery lines are readily available. With over 40 years of experience in ear piercing, the sales and training team are on hand to guide you through offering this exciting service in your salon. The 4-sided rotating display is the perfect showcase for your Caflon Piercing studs, with fashion and hypoallergenic jewellery available for your clients to add to their collection once their piercings have healed. Offering something for everyone, from the young to the young at heart. With a starter kit providing the essentials to start the service and the display stand bundle providing an abundance of Caflon products, your customers will be spoilt for choice.

Customer Testimonials

Karen Hamdy, owner of Madison Spa and Renew Clinic in Nantwich, has used Caflon products and training for her staff for over 10 years. We discussed how Caflon has enhanced her treatment offering over the past decade.

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Karen shared: “We are thrilled to share the immense success and positive impact that the Caflon Earring and Piercing System has had on our business. Our clients have enjoyed a seamless and virtually painless ear-piercing experience, resulting in increased satisfaction and loyalty. The diverse range of high-quality earrings provided by Caflon has expanded our offerings, attracting a broader clientele with varying tastes and styles. What truly sets Caflon apart is its exceptional customer support. From the initial implementation to ongoing inquiries, the Caflon team has been consistently responsive and proactive. Their commitment to our success is evident in their willingness to address our concerns promptly and provide

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valuable guidance and training. We highly recommend Caflon to any business seeking a reliable and innovative solution in the beauty and jewellery industry.” Email: sales@caflon.com Website: www.caflon.com Tel: 01296 434158 Facebook: Caflon Ear Piercing Instagram: @caflonltd

TRENDING OR ENDING

Clean Scalp is a Happy Scalp Anabel Kingsley, Brand President and Consultant Trichologist at Philip Kingsley, talks us through scalp-focused treatments and whether training and products to deliver these treatments are a worthwhile investment.

ooking for ways to increase revenue that genuinely add value to your clients? With the search for #scalpcare seeing a 149.3% increase on TikTok, this is an additional treatment that clients appear to be wanting! Clients have a myriad of scalp needs, ranging from dry to oily to hair loss, and will happily pay to receive help with these needs. Providing scalp care is also the perfect retail opportunity to offer new products to clients to enable them to continue their scalp care at home.

What are the main benefits of scalp-focused treatments?

Everyone can benefit from scalp care, even if you do not have a specific concern. Some products are simply formulated to maintain a healthy scalp by balancing sebum levels, adding moisture to keep the scalp hydrated, and preserving follicle health; usually in the form of daily topical products, such as scalp drops or toners. Other products can help exfoliate, removing the build-up of dead skin cells and pollution for a clean, clear scalp. Always remember, a clean scalp is a healthy scalp. Lastly, scalp products can be of particular benefit if your clients have a targeted concern such as dandruff, for which specially formulated masks, toners and shampoos can effectively prevent and target the root cause.

How often should we focus on scalp health treatments?

Some products, such as shampoos, drops and toners, should be applied

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daily for optimal results. A more intensive mask treatment can be used less frequently during in-salon visits.

What products would you recommend for enhancing scalp health?

Recommending products to clients depends on their specific scalp concerns. To improve overall scalp health, it would be advised that clients be recommended Density Preserving Scalp Drops. The product is clinically proven to reduce hair shedding within 3 months of consistent daily use, to help improve hair density and maintain follicle health. It contains azelaic acid and zinc PCA, which work together to maintain optimal follicle health and reduce oiliness on the scalp; saw palmetto, a fruit-derived botanical extract to reduce hair loss; and Caffeine, which helps to stimulate and awaken the scalp. A further recommended product is the Overnight Scalp Barrier Serum. It is a great treatment serum with triple action

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to balance oil production, add moisture, hydrate the scalp and strengthen and protect the skin barrier. It contains lactic acid to gently exfoliate, aloe vera to hydrate and soothe, and witch hazel to reduce irritation and inflammation.

Ultimately, in your opinion, is a focus on scalp health worth introducing to salons? Absolutely, scalp health is the bedrock of hair health. There is also so much miseducation surrounding hair loss and scalp conditions, particularly with shampooing myths. One of the biggest issues we see at our trichology clinics are scalp issues simply caused by clients not washing their hair regularly enough, as consumers have been told for years that your hair ‘self-cleans’ or washing it too often is bad. None of which is true. Frequent shampooing is good for your scalp health and, thus, your hair health. www.philipkingsley.co.uk

BUSINESS

Education Station Welcome to our regular feature with the NHBF. Visit the Education Station each month to hear unrivalled knowledge and expertise on the latest trends and discussions to elevate your business. In light of National Apprenticeship Week taking place from February 5th-11th, the focus this month is on the importance of apprenticeships in the Hair and Beauty Industry.

Benefits

Apprenticeships are essential in providing clear, long-term paths to skilled employment. The hair and beauty sector is significant, with employers covering every corner of the country, providing jobs and opportunities for lasting careers. Apprenticeships allow employers to ‘grow their own’ staff and develop a crucial talent pipeline for their business. Some of the benefits of hiring an apprentice in your salon or barbershop include young apprentices being among the most dedicated workers, bringing fresh perspectives, ideas, and new skill sets into the workforce, and positively influencing your business. In turn, increasing efficiency and profitability. Apprenticeships enable you to instil your company’s ethos and culture from the start. Mitigating the issue of training an apprentice who has picked up ‘bad habits’ elsewhere. This can help the apprentice quickly integrate into your way of working and gain the skills and behaviours needed to develop and progress. ‘Home-grown’ apprentices tend to be more loyal to their employer, increasing staff retention through promotions and further education. Existing staff can gain new skills by mentoring and supporting apprenticeships, which in turn saves you money on recruitment costs.

Challenges

The sector’s decline in apprenticeships has been attributed to multiple factors, including qualifications and training, recruitment and retention, and financial pressures, creating a skills crisis. Over the last five years, this has partly been due to fewer candidates from schools entering the sector due to the promotion of academic routes and the decline in government funding, which has led to

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a drop-in training providers offering apprenticeships. Growth in self-employed practitioners within hair and beauty sector has also had a significant impact, as self-employed individuals rarely employ apprentices.

NHBF Campaigning for you

The NHBF continues to lobby the government to discuss how it can get the best future for apprenticeships. To address these barriers, as a sector, The NHBF is calling for employers to be offered more appealing apprenticeships incentives to make keeping and recruiting future apprentices financially sustainable. As the self-employed model grows, more tailored incentives for SMEs, micro-businesses, and even the self-employed model will need to be available. To overcome the skills gap in the hair and beauty sector, more support and efforts focused on employing older

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apprentices considering retraining and entering the sector are needed. Employer’s wage rates for older learners’ treble in the second year. This is a huge deterrent, especially at such a vulnerable and challenging time for businesses. Wages make up 50% or more of the costs for most people in our sector (three in four), so changes to this significantly impact business costs. Further increases in the apprenticeship rate should be held off until the sector recovers. An NHBF survey revealed only one out of every five organisations that typically employ apprentices could rule out cutting the number of apprentices they hire in the coming year, with 63% certain they would have to do so. The increase in the apprenticeship rate was cited as the most common motive behind this. A comprehensive guide on how to recruit apprentices is available on the NHBF website. www.nhbf.co.uk/ apprentices/

luxury human hair extensions simplyhair.co.uk

As seen on the stars of the strictly come dancing arena tour

BUSINESS

Unlock Career Potential As the 16th annual week-long celebration of apprenticeships will be taking place 5th-11th February, we explore the power of apprenticeships with Kleek Apprenticeships, unlocking a pathway to success through hands-on learning and career development.

What is the importance of salons having apprentices?

Apprenticeships are an excellent way to build your team and train up junior team members. They recieve hands-on experience while working towards a government-recognised qualification. When you bring an apprentice on board, you’re in full control of the training process, supported by a dedicated educator who visits regularly to provide guidance, monitor progress, and ensure success.

What support is offered to salons through an apprenticeship?

Salon owners will receive continuous support from us throughout the apprenticeship journey. Our recruitment services assist in finding and hiring apprentices too. A dedicated educator provides comprehensive training support through salon visits, email, and phone. Our friendly recruitment team are here to answer any questions from start to finish. Plus, there are financial incentives of up to £1000 per apprentice and complimentary apprenticeship kits to support your apprentice in this journey.

How does having an apprentice benefit the reputation of a business?

Hiring and nurturing an apprentice shows potential clients and employees that your salon is a hub for skill development and growth. You’re not just a business; you’re a community supporter, empowering local talent and shaping them into skilled professionals. Future employees will see you as a place that cares about continuous training.

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Can having an apprentice mean reaching new clientele?

Bringing in an apprentice opens up exciting possibilities for attracting new clients. Most apprentices are active on social media, and you can leverage their skills to promote the salon to a fresh, untapped audience. Having an extra pair of hands in the salon also means more time for promoting and making your salon the best in the business.

What do businesses gain overall from having an apprentice in their salon?

Hiring an apprentice brings a unique touch to your salon while keeping costs in check. Studies show that apprentices enhance salon productivity and staff retention. Your existing team members become mentors, encouraging and sharing the apprentice’s successes and ensuring they complete their training. It’s an opportunity for you and your team to develop new training and coaching skills, providing the tools for your salon to thrive.

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Will an apprentice become a full-time team member upon completion?

Upon completing their apprenticeship, apprentices can seamlessly become integral parts of your team. Trained to the high standards of your salon, they build relationships with you, your team, and your clients. Many apprentices want to stay after completing their training, thanks to the support from your team and the educational team.

How do I start looking for an apprentice? Start by contacting a training provider, like Kleekapprenticeships.co.uk who offer a recruitment service to help you find the right candidate for your salon. Additionally, you can promote the opportunity on social media, in local publications, and with a poster in your salon window. Consider reaching out to local secondary schools or participating in career events to find potential salon apprentices too.

The New Kid on the Salon Software Block, with Hairdressing at its Heart and Profit at its Head! Your salon software does the job - but is it doing the job you need it to do? Floomly is on a mission to put profit at the heart of your business - with a promise to always keep software simple and easy to use.

Find out more:

PROMOTION

Bringing Global Nail Care to You For years, the Japanese and Korean nail industries have been inaccessible to the UK market due to staggering import charges. Thanks to KKookie, this has all changed. We hear from founder, Koie Tan and brand ambassador Alex Philamond, as they discuss their products and benefits they offer to a salon business.

t’s a widely known fact how influential the innovation of Japanese and Korean beauty brands is on the trends we see globally, and the nail world is absolutely no exception to this. For years, consumers here in the UK market have had little to no access to these Korean and Japanese nail products that shape so many of the captivating nail aesthetics, until now. KKOOKIE was conceived out of a demand, here in the UK, for a company that could serve as a conduit that connects domestic consumers to international brands, who otherwise have been entirely inaccessible or only available at the cost of staggering import tax charges. The reason that Japanese and Korean beauty brands are heralded as being of such superlative quality is that the ingredients and innovation involved in the manufacturing of these products supersede the standard processes happening elsewhere. Ingredients are cleaner and formulations more progressive, resulting in healthier

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product formulas that provide longerlasting wear without any risk of damaging the natural nail due to harsh chemical content. As one of the first distributors here in the UK, KKOOKIE has the ability to provide salons with access to previously unavailable brands and their products. The ranges stocked are incredibly diverse and far-reaching, covering every imaginable nail enhancement and nail art need or want. Our product range continues to grow week on week, and of all of the brands we stock, we are very proud to be able to offer our customers full gel systems alongside a trove of unique and inimitable nail art wares, including chromes, embellishments, tools, and brushes. If we were to recommend a KKOOKIE starter kit for any nail tech wanting to dip their toe into trying Korean and Japanese nail products, they would consist of: Mayo’s Long Base Coat - a selflevelling clear base coat with up to six weeks of wear time.

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Yogo’s Zombie Top Coat - a thicker viscosity top coat with a six-week scratch resistance and glass-like shine. Enoi’s Flash Glitters - brilliantly dazzling gels with light reflective glitter. Riposo’s Pulling Autumn Magnetic Gels - dual-colour shifting magnetic cat eye gels. Yogurt Gel’s syrup colours - the iconic sheer-coloured gels known for their dewy translucence. IceGel’s Sunset Chrome Powders two-tone iridescent chromes for elevated glazed nails DGel Signature Collection - a 100-piece colour range of the full DGel collection; superb pigmentation achievable in just one coat. Dvok Canvas Gels - 26 tubes of solid cream textured gels perfect for abstract nail art. DGel X Disney Trendy Gel Polishes - a collection of 40 colours inspired by beloved Disney characters. Email: hello@kkookie.co.uk Website: www.kkookie.co.uk Instagram: @kkookie.uk

MODERN HR FOR MODERN SALON BUSINESS

Solving management issues by simplifying tasks, improving employee engagement and saving hours of time!

loophr.com

BUSINESS

Five Minutes With… Samantha Cusick of Stā Studios, a co-working space for creatives in the hair industry, shares strategies on growing your business online and turning followers into paying clients.

s a hairdresser in today’s digital sphere, it is vital that you have an online presence. This might be an unpopular opinion, but being able to market yourself online is as important as being able to create beautiful hair. So how do you successfully attract followers and, more crucially, how do you turn them into loyal, paying clients?

Build brand YOU

How you brand yourself is the first thing potential clients will notice. Establish your ‘brand guidelines’; this includes a memorable logo, a cohesive colour scheme and a tone of voice that reflects your salon’s personality and values. For example, Samantha Cusick London is a value-driven company, so everything we post has to align with our VIBES: Vitality, Integrity, Be yourself, Empowerment and Solidarity. Make sure that this is consistent across all platforms, from Instagram to your website. A strong brand identity helps build trust and recognition.

Build a community

Engagement is crucial. Respond to comments, messages and reviews. Show your followers that there’s a real person behind the brand who cares about their opinions and needs. This is a vital part of the strategy to convert followers into clients.

Make sure there is VALUE in your content Post content that your audience will find useful and relevant. If you have a specialty or niche, showcase it. For example, Samantha Cusick London is a balayage specialist salon; we make sure that comes across on social media. Position yourself as an expert in your field, encouraging followers to turn to you for their salon needs.

Make the most UserGenerated Content:

Samantha Cusick

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We encourage clients to share their experiences and tag us. This type of content is basically an endorsement and recommendation of you. It helps in reputation building and in getting @thesalonmaguk

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new eyes on your work. It also builds on client loyalty, as it makes your clients feel valued and part of your community.

Offer Online Booking

This is an important one! Make it as easy as possible for followers to become clients. Remove as many barriers as you can between a potential client finding your profile and sitting in your chair. Make it clear in your profile bios and website where to find your booking link.

Focus on Building Relationships

Ultimately, the goal is to build longterm relationships with your clients. Remember that customer service and relationship building are both online and offline. It doesn’t start and stop when your client enters and leaves your salon. Keeping them engaged and inspired online between visits means they’ll not only return, but also recommend you to others. From a personal point of view, without utilising and leveraging social media, I would not be where I am today.

PROMOTION

Invest in Your Future Academy of Beauty Training offer thorough and interactive courses for beauticians looking to make their mark in the industry. In this editorial, we learn about their VTCT certified training courses to enhance your salons product list.

Please introduce us to the brand and what it strives to achieve.

At the Academy of Beauty Training, the team specialises in helping budding beauticians all the way from commencing training to opening their own successful business. As a trusted name in the industry with over 15 years of delivering high-quality courses, there are a range of options available to kick-start your salon journey. Using the latest technology, choose from beginner to advanced courses or systems. Both men and women today demand a more natural, non-invasive approach to treatments that really work. After training with the Academy of Beauty, you will be able to offer a full range of treatments using our latest systems, including non-invasive, anti-ageing treatments, providing your clients with the best results possible.

What makes your courses stand out from competitors?

As a business, understanding your clients’ needs is paramount, and the team understands that not everyone can commit to lengthy courses. As an alternative, insurance-backed fast-track courses are offered. These courses are perfect for people who wish to start their own business or add exciting new treatments to their existing business. Fast-track courses enable pupils to achieve a VTCT qualification and to offer laser or IPL treatments to their clients. Alongside the courses, five-star accommodation is offered, located within the same secure grounds as the academy, which means no further outgoings. Additionally, a free service

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is included to help generate individual business names and design ideas for branding. Our specialist marketing team can help promote their business on social media, including before and after photos and a personalised business plan to help grow businesses from day one.

What are the most popular courses the Academy of Beauty Training offers? We offer our popular 3 Steps to Success package to increase salon revenue: Step 1: VTCT Fast Track Level 2 Facial Course Step 2: VTCT Fast Track Electrical Facial Level 3 Course Step 3: VTCT Fast Track Laser and/or IPL Level 4 Course

Investing in technology can be daunting. How do you offer clients sufficient support? Through experience, we understand

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that post-training support can have the biggest impact on a business. As such, after the completion of the course, mentoring and guidance are readily available to our clients in the form of support and advice, always on hand wherever needed. Aftercare is also a vital part of training, and the academy offers its candidates a full ‘back up’ service for anything they may require via phone or email. A telephone ‘Hot Line’ number has also been installed for instant support following the courses. Additionally, the Academy of Beauty Training offers a year’s free insurance on all courses and systems.

How is it best to get started?

To get started, visit academyofbeautytraining.co.uk for more information. Call today on 01623 409 009 or email enquiries@academyofbeautytraining.co.uk

Invest in your future with Academy of Beauty Training The Academy of Beauty Training team specialise in helping learners all the way from commencing training to opening their own successful businesses, as well as adding exciting new treatments for existing businesses. Start your Beauty, Laser or Aesthetic career or learn new treatments with the Academy of Beauty Training who have a trusted name in the industry after delivering high quality courses for over 15 years. Choose from beginner to advanced courses, or systems, using the latest technology. Men and women today demand a more natural, non-invasive approach to treatments that really work, without the need for invasive surgery. After training with us you will be able to offer a full range of treatments using our latest systems for all treatments and procedures, including non-invasive Anti-Ageing treatments, giving your clients/patients the best results possible. We also help our learners to open their own successful business by offering INSURANCE BACKED fast-track courses. These fast-track courses are perfect for learners who cannot commit to lengthy courses in college, and who wish to start their own business or add exciting new treatments to their existing business. We use the latest technological advances for all new treatments and procedures, including non-invasive anti-ageing treatments for face & body areas. Invest in your future - We are unique in providing everything our candidates need if they are just starting out in the industry. We offer FREE five-star accommodation located within the same secure grounds as the academy, which means no expensive hotels to pay for. We also offer a free service helping with learner’s individual business names, including design ideas for their business branding. Our specialist marketing team can help to promote their business on their social media pages, including before and after photos showing the benefits of each treatment they will be offering to their clients/patients. We also send a personalised business plan and marketing package to help and grow their business from day one. This includes price lists, posters, and everything else they will need to set up their own business.

We also offer Fast-Track VTCT Courses If you would like a certificate from an awarding body, as many Local Authorities now require this, we also offer Fast Track VTCT Beauty courses. This will enable learners to achieve a VTCT qualification and to offer Laser or IPL treatments to their clients.

We offer our popular 3 steps to success package: Step 1) - VTCT Fast Track Level 2 Facial Course Step 2) - VTCT Fast Track Electrical Facial Level 3 Course Step 3) - VTCT Fast Track Laser and or IPL Level 4 Course We also continue to mentor and guide our learners after they have completed their training with us. By sharing our knowledge and experience to help our candidates achieve their goals; we are always on hand to offer support and advice wherever needed. We also recognise that after care is a vital part of training and the Academy offer its candidates a full ‘back up’ service for anything they may require by phone or email. We also supply a telephone ‘Hot Line’ number for any enquiries or advice following your courses.

Academy of Beauty Training offers: • Your First Years FREE INSURANCE on all our courses and systems • FREE 5* accommodation located within the same grounds as the academy, no paying for expensive hotels • Latest range of all our systems offering the latest technologies including warranty and extended warranties • FREE Laser Rules & Regulation Policies and Procedures personalised to your business, ready for any changes in regulations. • Additional training and support where needed.

We have 5 * reviews all the way - Please feel free to take a look at our Academy Facebook pages. https://www.facebook.com/profile.php?id=100057684601452&sk=reviews

Explore academyofbeautytraining.co.uk for more information or call today on 01623 409 009 or email enquiries@academyofbeautytraining.co.uk

PROMOTION

Glowing Skin is Always In In this exclusive editorial with Image Skincare, we learn how to build a skincare routine with expert tips from international IMAGE Skincare educator Jennifer Ahartz.

kincare doesn’t have to be complicated, but if you’re serious about achieving your skin’s healthiest state, it’s best to consult with a professional. We called upon top International IMAGE Skincare educator, and pro aesthetician for over 19 years, Jennifer Ahartz, for sage advice on game-changing products, the correct skincare steps, recommended skincare orders, and treatments to take your skincare routine to the next level.

A Pro Knows: Esthetician Expertise

Achieving healthy skin is not rocket science, but it does require effort and consistency. A holistic skincare routine is essential to maintain a healthy complexion and prevent ageing, breakouts, and other skin concerns. With so many products and routines on the market, choosing the right one can be overwhelming. Starting with the basics of understanding skin types and conditions helps to understand what products are needed to create a simple 3-step 4-product skin regimen, also known as the ‘Core 4’.

Core 4 Skincare

To achieve and maintain the healthiest skin, IMAGE Skincare developed the ‘Core 4’ approach. This easy-to-adopt regimen consists of four foundational products—cleanser, serum, SPF moisturiser, and crème—to address clients’ unique skin types and skin conditions. Proper skincare layering is also key, so make sure to apply these products in the order above. Finally, certain products are more effective at night than during the day, which Jennifer explains below.

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AM and PM Skincare Routine Should Differ, Here’s Why:

During the day, our skin’s oil production is at its highest, and it’s exposed to pollution and harmful UV rays. At this time, our skin needs lighter products

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infused with antioxidants and SPF to help defend and protect it. At night, our skin produces less oil and goes into repair mode, which means it needs more nourishing products with vitamins and peptides to help restore and counteract the harmful effects of the day.

PROMOTION

Step 1: Cleanse (AM/PM)

The first step in any skincare routine is proper cleansing. Choose a cleanser that is best suited for your specific skin concern. “A universal cleanser designed for all skin types (and my personal favourite) is our MAX™ facial Cleanser. It’s gentle, sulphate-free, and provides a thorough cleanse that gently sweeps away makeup and impurities – skin is left refreshed without over stripping.”

Step 2: Treat (AM/PM)

The treatment step targets more specific skin concerns, such as dehydration, fine lines, dark spots, or breakouts. There are many targeted serums and spot treatments available, so choose one that best suits your skin’s specific needs. “I recommend our award-winning bestseller, the VITAL C hydrating antiageing serum, because it is a multibeneficial, supercharged serum that’s great for all skin types!”

Step 3: Moisturise and Protect (AM)

This is an essential skincare step to keep you hydrated and protected from the sun’s harmful rays. “I cannot get enough of our PREVENTION+ collection, my favourite being the PREVENTION+ tinted sun serum PSF30. Not only do these products provide you with broad-spectrum UV protection, but they also moisturise and defend the skin

with powerful antioxidants. Our tinted serums give a little extra coverage, but IMAGE offers a variety of formulas to suit everyone’s skin type and preference.”

Step 4: Crème (PM)

Night-time moisturisation is key for nourishing skin while it’s in recovery and repair mode. “IMAGE has created a variety of nourishing crèmes to choose from, so select yours based on your specific skin concern. If you’re unsure of which one to pick, a great crème for all skin types is our ORMEDIC balancing biopeptide crème. This nightly repair formula helps to balance skin with botanical butters and peptides to help improve and support healthy, luminous skin.”

Pro Skincare Add-Ons

For an added skincare boost, consider exfoliants to reveal smoother, brighter skin, masks for resetting and rejuvenation, eye creams for the delicate eye area, and lip care for moisture and plumpness. Jennifer emphasised the importance of maintaining a healthy lifestyle with hydration, a balanced diet rich in antioxidants and vitamins, and sufficient sleep.

Pro Lifestyle Tips For Great Skin

Achieving radiant skin extends beyond skincare routines and products. Jennifer Salon Magazine

emphasised a handful of key lifestyle tips: staying hydrated with at least 2 litres of water daily, nourishing your skin by consuming antioxidant-rich foods, and ensuring a minimum of 8 hours of sleep for effective skin repair and a beautiful morning glow. Visit the IMAGE Skincare website (imageskincare.co.uk) to see the full range of products that are available for all skin types, and take part in the skin quiz for recommended products specifically designed for your clients’ skin needs.

About IMAGE Skincare:

IMAGE Skincare® is a leading global skincare brand formulated by physicians from superior clinical and natural ingredients and tested by a panel of independent skincare professionals. IMAGE Skincare has been invigorated by skincare professionals since its inception. Founded by an aesthetician and plastic surgeon, the brand is recommended by over 50,000 skin experts in 60 countries. Visit our website, imageskincare.co.uk, to receive 15% off your first order when you subscribe to our newsletter. Website: imageskincare.co.uk Email: info_uk@imageskincare.com Tel: 0345 504 0461 Instagram: @imageskincareuk Pintrest: @imageskincareuk

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SOCIAL MEDIA LOOK BOOK

Take Your Pic! Need some inspiration this Valentine’s? Have a look at this month’s most sought after nail styles.

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The Valentine’s Edit

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ESSENTIAL 5 - VALENTINES

Love is in the Air As part of our Valentine’s edit, we share five ways your salon can capitalise on the day of love.

Share the Love

This February, create a strong visual social media campaign, that is coherent both online and offline to aid consumer interaction. Using social media is an excellent way to share offers and services with your clients, but keep in mind people don’t want to be sold in every post. Consider introducing some giveaways or Valentine’s inspiration to make your content more engaging for customers.

I’m Loyal Babe

Praise loyalty this Valentine’s Day. A pivotal reason customers chose to leave a salon is because they feel unappreciated. Thank your loyal customers for their business and offer valentine’s discounts for the inevitable after Christmas slump. Offering complimentary fizz or chocolate during appointments or offering double rewards on your loyalty programme are just a few ways to thank your repeat clients.

Room for Two

Valentine’s is the second business retail opportunity for the hair and beauty sector after Christmas, meaning it’s an excellent time to promote treatments and retail packages. Nothing screams Valentine’s more than activities for two. Promote packages for couples, such as massages or facials, and boost the romance with ultimate relaxation.

Romance and Retail

Use this time of year to promote retail packages in your salon, with point of purchase products or gift baskets comprised of your best-selling products being a great addition. Make it as easy as possible for people to buy for their other half by offering bundle deals and gift wrapping to relieve the stress this valentine’s day! Alternatively, offering physical and digital gift cards is one of the best ways to boost sales during this period.

For the Girls

Specials during this period shouldn’t just be targeted towards couples. Host a promotion for “Galentine’s Day”, which is becoming increasingly popular on the 13th of February. Celebrating womanhood and female friendship, regardless of relationship status, there is nothing like some R&R to lift the spirit with friends. Promotions like this are also a great way for clients to bring their friends in as new customers.

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VALENTINES

In the Name of Love

Looking at how to capitalise on the international day of love, we caught up with both salon and marketing professionals as they revealed their most important factors for seeing an increase in customers this Valentine’s Day.

ooking for ways to increase revenue this Valentine’s Day? Luckily, we are on hand with comments from industry experts and salon marketing experts to discuss how to capitalise on the day of love! Having several different focus points can help keep your product fresh, enhance clients’ experiences and boost sales, especially during the quieter months. Regardless of the event planned or, to an extent, the relationship status, it will come as no surprise that clients will want to look and feel their best for their significant others. Being the first large consumer event after Christmas, it is important to be prepared early and have a range of retail options available for your audience, to make gifting as easy as it can be! Ryan Power from Salonology encourages salons he works with to use LEUEs (limited edition unique experiences) to help construct urgency. Ryan suggested salons should: “Create a unique offering that is only available during that month, restricting the number, based on team availability, to create additional scarcity.” The importance here is to offer something unique, or perhaps a combination of other treatments, not an existing product in disguise. As a business owner or beauty professional, you should use this time around Valentine’s to your advantage, and learn how to make the most of the day of love! Brian Leo McCallum, Owner of ROAR Hair & Beauty, suggests amalgamating treatments to create bespoke packages. Brian advises: “Combining hair and beauty treatments, such as lashes, brows, nails, and hair

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Adding value is a better way to maintain prices so that margins can still be met. styling at a reduced cost, so that clients will feel encouraged to book in for a pampering treat to get themselves ready for their night out.” Many of you will have years of experience in this, so what do the statistics tell you? Pick your highest-selling treatments from previous years and create bespoke packages this February. Continuing with the idea of combining treatments, Ruth Atkins, a Salon System Educator, suggests taking clients’ budgets into consideration after the

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weight of Christmas expenses. Ruth understands: “You need to be clever with the packages you provide and offer added value to your treatment.” Adding value is a better way to maintain prices so that margins can still be met. Ruth notes: “It is better for the salon to be busy for less profit than sitting idle, which drains staff motivation, and clients pick up on this negative energy.” Capitalising on the day of love can be a great source of revenue for salons, and Sharon Brigden, Managing Director of

VALENTINES SLB PR, suggested the importance of joining forces with other local retailers to cross-promote. Sharon noted: “Florists, restaurants, bars, bakeries will also be looking to capitalise on Valentine’s, so consider putting a package together.” Through this, you simultaneously promote to two audiences, hopefully attracting new business for you both. This year, Valentine’s falls on a Wednesday and, as such, salons should prepare for celebrations occurring both the weekend before and the weekend after. Brian MacMillan, Salon Director at F&M Hairdressing, encourages small gestures, such as fizz or chocolates, to be provided at appointments around the day. Brian stressed: “Don’t go too extravagant on the gestures; we feel subtle touches work best.” Sharon Brigden, Managing Director of SLB PR furthered this idea, sharing that no one is ever going to be offended by a gesture as a token of your appreciation. Sharon stated: “Gestures will encourage clients to post about your Valentine’s promotion on their social media, in turn supporting your own marketing strategy.” Seasonal consumer events see a surge in gift cards, offering a convenient gift idea for your clients, helping to advertise your business and attract new customers. Importantly, gift card recipients typically end up spending more than what is on the card, in turn increasing overall sales. Danielle Featherstone-Price, Director of Beauty Triangle International, discussed the importance of having both physical and electronic gift cards. Danielle explained: “Gift cards being available to download instantly saves the buyer the hassle of having to visit the salon, but it also allows you to generate revenue without any effort.” It is important to suitably advertise your gift cards using ads that contain strong call-to-actions, spreading the word about your instant gift idea! Social media continues to be an excellent platform to enhance brand awareness and increase visibility for your salon. Using targeted marketing enables you to reach potential clients who are more likely to be interested in your salon services, increasing footfall and optimising your return on investment. Ryan Power from Salonology suggests salons should initially focus on what they want to achieve and work backwards: “We want to ensure the right messages

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It’s not just a sale; it’s sharing the love, and the premium experience you offer.

are being put in front of the right people. Pick a specific client and then talk only to them in Valentine’s Promotions.” Ryan reminds us how different marketing channels can attract different customers, and thus, for optimal results, a multifaceted approach almost always works best. The content across multiple Social Medias must match, ensuring the same message is portrayed at every touch point. Different seasonal events offer an Salon Magazine

excellent opportunity to promote your brand through various channels and platforms. This being said, it is important to not overload your clients, as this can quickly become overwhelming. Brian MacMillan, Salon Director at F&M Hairdressing, suggested: “Add a heart to your logo or turn it red to represent the day of love; simple and subtle is the way forward, don’t overdo it.” Speaking of subtle, Danielle Featherstone-Price, Director of Beauty

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VALENTINES Triangle International, encourages dropping sneak peeks behind the scenes and sharing all-important user-generated content to show off your Valentine’s Day treats. Danielle reminds readers: “It’s not just a sale; it’s sharing the love, and the premium experience you offer.” To share what your salon offers, Sharon Brigden, Managing Director of SLB PR, encourages salons to start promotions around 6 weeks before an event, as it takes an average of around seven views before clients react to content. Sharon suggested: ”Send three eshots or DMs about your Valentine’s service—one at six weeks, one at four weeks, and one a week before—making sure you have an unsubscribe option in each.” Additionally, this is a great way to target unorganised partners, as we know they’re not few and far between! This marketing technique can encourage them to not resort to a bad gift, and let them know that last-minute gifts can still impress. Sharon also suggested the idea of a subscription service for a particular package or treatment. The idea of a subscription package is attractive to clients as their gift-buyer knows exactly what they are paying monthly, and it is beneficial to a business as you know exactly what income you are receiving each month. Sharon furthered this by sharing: “Because the client is not actually parting with any money on their visit, you can use this as an opportunity to upsell extra services or retail products.” With self-love being a prevalent trend in 2024, Valentine’s Day should be no exception. At a time of year when love can be at the centre of conversation, it is important not to exclude the single audience, and to market to a wider range of consumers. Alex Thaddeus, from Alex Thaddeus Hairdressing, shared: “Valentine’s Day isn’t all about being in a relationship; it is about self-love too, and getting your hair done is one of the best forms of self-love.” Sharing love in other ways is perfectly exhibited by Galentine’s Day, which falls on February 13th. Galentine’s gives women an opportunity to celebrate female friendship, while simultaneously being an occasion for clients to bring their friends in as potential new customers. Yasmin McMail, Director of Rainbow Room International’s George

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It is important not to exclude the single audience, and to market to a wider range of consumers. Square Salon, discussed how they celebrate Galentine’s. Yasmin explained: “As a salon, we create offerings whereby friends can come into the salon and enjoy a pampering service alongside a delicious cocktail from our bar. For special holidays like Valentine’s, we love to create new cocktails and can’t wait to create beautiful pink or red concoctions this year for our clients to enjoy.” Truly creating a unique atmosphere for the day of love! From a marketing perspective, Gill Berry from JOICO Europe, suggested promoting Valentine’s Day as a ‘Day of love’, whether this be self-love or a partnership. Gill explained: “This way, you can promote to all parties and

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not just one specific group.” Danielle Featherstone-Price, Director of Beauty Triangle International, furthers this idea and shared: “Valentine’s is for everyone, and your salon gets it. Every client is important, so shout out self-love with solo pampering. Love is love, and beauty knows no bounds.” With the competitive nature of the hair and beauty industry, it’s vital for your salon business to use seasonal events to provide a unique offering to clients. Take time to understand your clients and what is usually popular around Valentine’s; this will enable you to generate excitement around services and promotions. Finally, fill your salon with love and enjoy this period of celebration!

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PROMOTION

Redefining Professional Nails In an exclusive editorial with Lola Lee, we explore how they have supported and impacted the nail industry over the past decade.

ola Lee, over the past decade, has been unwavering in their commitment to supplying salons with exceptional nail products. This dedication ensures a transformative and elevated experience for both technicians and clients, setting Lola Lee apart in the market through a fusion of quality, innovation, and a focus on ethically affordable luxury.

Elevating Client Experiences:

Lola Lee recognises that client satisfaction transcends the final result— it’s about crafting an entire experience. With an extensive palette boasting 300+ vibrant colours and long-lasting formulations, clients can expect a premium and enjoyable nail service that leaves a lasting impression.

Elevating Salon Businesses:

The Lola Lee range is strategically tailored to be a salon’s secret weapon for success. In addition to delivering outstanding results, our products enhance the overall salon experience. By offering a diverse range of high-quality nail solutions, salons can attract and retain clients, thereby boosting their reputation and profitability. The brand’s streamlined application process saves salons valuable time and is supported by long-lasting products that last beyond three weeks. Free in-house face-to-face training and consultations, marketing materials, and cost-saving techniques further distinguish Lola Lee, ensuring nail technicians are equipped to provide an

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exceptional experience and foster repeat business.

Achieving Remarkable Results:

Products are precision-engineered to consistently deliver professional results. Whether it’s durable gel polishes, versatile acrylics, or trend-setting nail art essentials, technicians confidently create masterpieces that surpass client expectations. The Lola Lee range is a guarantee of quality, ensuring every nail service achieves perfection and longevity.

Standing Out from Competitors:

Having a research and development team that continually explores the latest trends and technologies ensures Lola Lee products remain at the forefront of the industry. Lola Lee is synonymous with cutting-edge excellence, offering faceto-face consultations and free training— features that are increasingly rare in the industry.

Commitment to Sustainability:

Amid the spotlight on sustainability

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in 2024, Lola Lee proudly leads with eco-friendly practices. Our commitment spans eco-conscious packaging, cruelty-free and vegan formulations, and a reduced environmental footprint, achieved through partnerships with organisations dedicated to recycling our packaging.

Collaborate with Lola Lee: For readers eager to collaborate with Lola Lee, numerous partnership opportunities await. Salons and professionals can connect with our dedicated team for inquiries, product training sessions, and exclusive promotions. Partnering with Lola Lee means more than accessing premium nail products—it’s becoming part of a community that values excellence, innovation, and sustainability. Join the Lola Lee community for an unparalleled journey in professional nail artistry. Enquire today for your free sample pack! Email: admin@lolalee.co.uk Website: www.lolaleebeauty.co.uk Tel: +447946826740 Facebook: Lola Lee Beauty Products Instagram: @lolaleebeauty

PROMOTION

Lash Luxury Introducing LBI Lash Artistry, a leading UK lash brand, created by industry experts to provide a professional and luxury lash treatments to clients. Your one stop for everything lashes!

ounded in 2019 by master lash artist and educator India Beach, one of the most well-known professionals in the industry, she uses her 7+ years of knowledge and experience to elevate your client’s lash journey. LBI Lash Artistry prides itself on premium-quality products that keep clients coming back time and time again to receive the most luxurious lash extension treatment. Offering a full range of professional supplies, from silky soft lash trays to pro adhesives, premium steel tweezers, accessories, and training supplies. Through years of industry experience, India understands how frustrating it can be when the products don’t work as you want them to! LBI Lash Artistry has combined knowledge and experience that create products to bring ease into your life as a lash artist. Using quality products elevates the client experience, ensuring high-quality work and returning clients. As one of the UK’s largest lash brands, products have all been checked to the highest standard to ensure they maintain a continually high standard for customers. India noted: “We strive to lead the industry with our superior performance products that will elevate your lash career.” The top-selling product, Lash Plump, is a biotin-powered lash and brow growth serum that is powered by biotin and natural plant extracts to nourish, grow, and condition the natural eyelashes. Lash plump is cruelty-free, vegan, prostaglandin-free, and suitable for sensitive eyes and skin.

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We strive to lead the industry with our superior performance products that will elevate your lash career.

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PROMOTION

For the Love of Colour In this piece we explore Manic Panic’s newest range of colour-depositing conditioners that bring hair back to its usual vibrant self.

he world of a vivid colour hair stylist is one that oozes creativity and unique hair designs. A passion for vibrant colours and attention to detail sits at the very core of this art, allowing clients to express personality and fulfil a key component of style through their hair. But what is it that makes this bold statement choice go around? Maintaining a creative colour comes with several rules that help to keep the vibrancy and excitement alive with the hair; washing in cool water, using sulphate and paraben-free products and avoiding heat wherever possible, just to name a few. But what if we could introduce a treatment that could allow those bright colours to live through

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PROMOTION

weeks of cleansing, styling and everyday components? Iconic semi-permanent creative colour brand, Manic Panic has created a brand new range of colour-depositing conditioners that provide dull and faded hair with an indulgence of pigmentation to bring it back to its usual vibrant self. The new Love Color™ Colour Depositing Conditioners come in a range of 8 different vegan and crueltyfree intermixable shades. The formulas are each fortified using a combination of beneficial ingredients to create highly nourished and smooth results, as well as creating a protective seal on the hair and its colour from everyday aggressors. Within salons, the variation of colour upkeep that is seen in clients can vary drastically from highly faded colour to those we know might or might not be enjoying the cold showers, but do them anyway for the benefit of their hair. With the help of the Love Color™ Colour Depositing Conditioners, stylists can now provide the best of both worlds by offering a colour treatment in between dye applications to keep on top of the client’s colour. Whether this be in the salon or as a treatment for clients to use

at home, these coloured conditioners are as simple as applying a regular product in the shower with results that are noticeable within minutes!

The Formula

The Manic Panic semi-permanent hair dye range is known for its rainbow of colour choices and ability to mix and customise shades. The Love Color™ range strays no further afield from this luxury, allowing users to create their custom tones by mixing the conditioners and even with the iconic hair dyes themselves. Wild in vibrancy and mild in formula, these new conditioners echo the punk heritage of their counterparts within the other ranges fulfilling the expectations and know-how of the brand’s ‘Dye Hard’ users. You’ll even find the renowned UV feature that is available in several of the Manic Panic hair dyes within a number of the colour-depositing conditioners! These 100% vegan and cruelty-free formulas consist of essential ingredients for creating that post-treatment look and feel! Quinoa and vegetable protein have been included to help tackle any surface damage on the strands by smoothing Salon Magazine

the cuticle and providing a soft and shiny result. Alongside these smoothing ingredients, shea butter also makes a key ingredient of the Love Color™ range to help moisturise and nourish dry hair with the help of its essential vitamin makeup. Well known by any vivid colour hair stylist and vivid colour wearer themselves, heat is not a friend of semipermanent hair dye even in the form of sunlight itself, which can prove to be quite difficult to avoid. Manic Panic has included Luminescine technology within their Love Color™ formulas which helps to protect the colour from fading due to UV rays. Refresh and intensify colour in the salon with the help of the Love Color™ Colour Depositing Conditioners. Transform faded and dull hair back to the vibrancy of day one with a simple application to clean and damp hair and create noticeable results within minutes! Shop the full Love Color™ range at manic-panic.co.uk today! Email: sales@manic-panic.co.uk Website: www.manic-panic.co.uk Tel: 01579 341913 Facebook: Manic Panic UK Instagram: @manicpanic_uk

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CREATE THIS STYLE

Love is in the Hair In this Create This Style, Salon Owner at Evergreen Salons, Lauren, shares a step-by-step to create soft, glamorous waves, with a range of EveryGreen vegan products, for your clients’ perfect date night.

Before

After

veryGreen, the Italian vegan haircare brand, framed for its trichology-based formulas and championing a tailor-made approach to haircare, joins us for this month’s Create This Style. Products are specially formulated for even the most sensitive scalps, ensuring a gentle and nourishing experience for every hair type. Prioritising environmental sustainability by avoiding over-packaging and using recyclable or recycled packaging wherever possible, combined with the use of with certified organic ingredients, ensures the health and wellbeing of customers and the environment alike. Recently, EveryGreen has reduced the price of their Ammonia, Resorcin and PPD-Free professional colour to £3.95 for a 100-ml tube, with an RRP of £9.95. This strategy brings salon costs down while still maintaining profit margins.

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EveryGreen understands the importance of providing cost savings for salons and consumers without compromising at all on quality.

Read on for Lauren’s step-by-step guide to creating bouncy curls with more than a touch of glam, The EveryGreen Way.

Products used • Purifying Shampoo: Tackles dandruff and flaky scalps with formulas that combine to restore the balance and purity of the scalp. • Anti-Oxidant Conditioner: Combats life stresses on hair, restores balance and regenerates the hair. • 24-in-1 Actions Mask: With 24 unique benefits, this spray instantly nourishes and untangles even the most difficult knots while protecting from styling heat.

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• Brushing Foam: Gas-free foam defines hair for unique and bold styles. • Shine-Up Spray: The ultra-light texture and non-greasy formulation leave hair soft and glossy, giving immediate illumination to even dull and lifeless hair. • Extra Strong Hairspray: An innovative hairspray combining protection, nourishment, anti-humidity and shine. • Large Round Brush • Wide Tooth Comb

CREATE THIS STYLE

Step one

Step two

Step three

Cleanse the hair twice with purifying shampoo to remove any build-up and leave the hair light as a feather. Finish with anti-oxidant conditioner to seal the ends and leave them weightless.

Use the 24-in-1 Actions Mask to help detangle the hair, as well as protect it from heat, among many other benefits.

Layer brushing foam into lengths to add soft and flexible hold.

Step four

Step five

Step six

Blow-dry using a large round brush to add bounce and volume.

Using irons, curl the hair away from the face on either side, meeting in the middle at the back.

Use a wide-tooth comb and Shine Up Spray to dress out, creating gorgeously soft and bouncy waves with a glamorous shine and natural hold. Finish with Strong Hold Hairspray for a lasting yet flexible hold that fights humidity.

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PROMOTION

High Performance Hair Care In this piece, we explore Montibello’s newest revolutionary product, the ‘HOP Transforming Well-Ageing Treatment’. Combining science, wellness, and nature to drive hair care beyond beauty and restore the overall health of hair from roots to ends.

new product from Montibello equals a new era of highperformance products for complete, holistic hair care. The two-step custom-blended 7-minute anti-ageing treatment combines highperformance ingredients and the most advanced biotechnology to deliver exceptional results, with clean, vegan formulas and ingredients of up to 96% natural origin. Delivery via the HOP hair steamer ensures the actives reach the innermost parts of the hair, thanks to the micronised action of the steam. A complex of bioenzymes of natural origin, more formally known as a Molecular Enzymatic Complex, work together to strengthen the hair’s internal structure and renew the outermost layer. The enzymes create a protective shield that provides deep hydration and smooths the hair cuticle. Working together with LifeAlgae BioScience to magnify the power of the activities to boost hair results. Adapting to the needs of all hair types, the intensifying bases, formally known as intensifiers, are designed to prevent accumulated damage while simultaneously conditioning and hydrating the hair. Additionally, the rechargers are specific concentrates composed of active molecules with specific actions on hair. The personalised treatments work in two steps: by determining which intensifying base is correct for the client, dependent on hair density-fine to medium or medium to coarse hair. Then, choose one of the three concentrates according to the client’s individual needs: Strengthening Concentrate: for fragile

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and/or damaged hair, formulated with amino acids and moisturising factors. It restores the hair’s internal structure, prevents breakage, and adds strength and elasticity to the hair shaft. Smoothing Concentrate: for unruly, frizzy, and/or curly hair, formulated with agents that seal the hair cuticle and neutralise electrostatic charges. It improves softness, eradicates frizz, and provides intense hydration. Colour Concentrate: for colour-treated hair, formulated with natural antioxidants, shine enhancers, and colour-sealing polymers, making hair colour last longer, protecting against radiation, and boosting vibrancy. The Base and Concentrate are combined in the applicator bottle and applied to the hair to deliver unparalleled results using the HOP hair steamer, providing clients with an immersive experience of wellness, calm, and relaxation.

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For best results, the treatments should be used every 15 days or once a month, depending on the hair’s needs. Create custom blends to: • Strengthen the hair’s internal structure. • Provide deep hydration and smooth the hair cuticle. • Effectively transform the hair: regenerate, recharge and revitalise. • Add shine, softness, strength. • Achieve longer lasting colour. • Obtain lustrous, polished hair with shine and movement. Sustainability and environmental responsibility are part and parcel of the commitment that HOP stands for and the Transforming Well-Ageing products have been designed and developed with the sustainability to the planet in mind. Join Montibello at the forefront of cutting-edge treatments and provide your clients with an immersive, wellness experience. www.montibello.co.uk

PROMOTION

Lashing Out Based in the heart of Scotland, we caught up with Glasgow’s Galdem Glamour to find out how lash training and education can benefit your salon’s success.

Please introduce us to Galdem Glamour and the idea behind the brand.

Galdem Glamour was born during lockdown in 2020, from the beginning I always knew I wanted to be known for more than ‘just a lash tech’ hence why I chose a versatile name. It started off with just lashes and now focussing on training and lash supplies. Quality is at the heart of my brand and I believe it’s so important to perfect your craft than trying to please everyone. When I trained up to be a lash tech, the information from my course was nothing more than basic which got me thinking…surely not all courses are like this? I started to further educate myself, going to events, masterclasses, and buying e-books. It took me ages to finally understand what I was doing within the industry! I then knew I wanted to create a more suitable and supportive environment for lash artists. I am continually learning, but I want to help others save time and money whilst gaining confidence within this industry. I am looking to build relationships, produce high quality work, products

and education. My clients, students and customers are everything to me because without them there would be no Galdem Glamour.

Tell us about how your products and training can elevate a clients experience?

I always put myself in a clients shoe and ask myself “what do I really want out of this experience?”. My training is completely personalised to a students needs, quality training is key, once my students leave the training they will be confident with what they’ve learned to tackle the industry. Quality is shown throughout my products, once I find a brand I love I stick to it. The brand I previously used announced their closure, but fortunately I was able to take over that brand and continue providing high quality goods. My products guarantee your clients longer lasting lashes, allowing the strip lashes to be fully ditched.

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What makes your brand stand out from competitors on the market?

My audience gets to know me personally across my social media platforms before they book, purchase or invest with me. The key is building trust with your audience. I aim to provide affordable prices, that don’t cut into the quality of my work. Personally, fast track courses don’t cut it for me. I want you to be ready for everything that will industry will throw at you. There is no shortcuts to success.

Can you tell us about your commitment to sustainability in 2024?

I aim to be sustainable where possible, for example using reusable pads instead of disposable paper towels. I am looking to implement sustainable swaps throughout my business, as well as working closely with my suppliers to make easily recyclable lash packaging.

CONNECTIONS Aesthetics

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Soapbox PR

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Insurance

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Morgan Richardson Ltd

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Nouveau Beauty

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Furniture

Lash & Brow Growth Serums Avante Cosmetics

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REM

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Haircare Olaplex

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Natural Products Inika Organic

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Hair Extensions Cliphair

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Nails & Beauty Products Hive of Beauty Ltd

1 Queens Grove Studios, London NW8 6EP T: 0845 450 4802 E: sales@hiveofbeauty.co.uk W: www.hiveofbeauty.com @HiveWax @hiveofbeauty Salon Magazine

19th - 20th May 2024 Macdonald Burlington Hotel, Birmingham

Salon Life

BEAUTY

CONVENTION The serious event for modern salon professionals!

CONNECTIONS Lisa Kon

Styler

E: support@styler.digital W: styler.digital +44 7305214688 @styler.uk styler.uk @styler.uk

E: hello@lisakon.co.uk W: www.lisakon.co.uk W: www.lisakontraining academy.co.uk

Natural Skincare

Timely

T: 020 3808 0465 E: sales@gettimely.com W: www.gettimely.com @timely @liketimely

AEOS

Aura-Soma Products Ltd, South Road, Tetford, LN9 6QB W: www.aeos.net @aeosskincare activeenergisedorganicskincare

The BeMine Company Limited

Skincare IMAGE Skincare UK

Stoneyford, Clifton, Oxon, OX15 0PE W: www.bemineco.com @bemineuk @bemineuk

Ventre House, Parklands, Railton Road, Guildford, Surrey, GU2 9JX T: 0345 504 0461 W: www.imageskincare.co.uk @imageskincareuk

Payment Systems

Karin Herzog

T: 07443 744847 E: hello@karinherzog.co.uk W: www.karinherzog.co.uk @karinherzog.uk KarinHerzogUnitedKingdom

EVO Payments UK

T: 01218279100 E: salesenquiry@evopayments.com W: www.evopayments.co.uk

Luna Microcare

Building 3, Chiswick Business Park, 566 Chiswick High Road, W4 5YA T: 0208 899 7478 W: www.lunamicrocare.com @lunamicrocareofficial

Salon Furniture Albert Ewan Design

T: 016 70 73 89 79 E: studio@albertewandesign.com W: www.albertewandesign.com

Miin Cosmetics

T: +34 931 026 228 T: +34 650 911 170 E: sales@miin-cosmetics.com W: www.miin-cosmetics.co.uk

Concept Salon Design

Unit 11 & 12, Brookfield Business Park. Brookfield Drive, Aintree Liverpool, L9 7AS T: 0151 523 0132 E: sales@salonfurniture.co.uk W: www.salonfurniture.co.uk

Waxing Harley Waxing

Salon Software

T UK: 0845 612 1944 T International: +44(0)1984 623 209 E: orders@harleywaxing.co.uk W: www.harleywaxing.co.uk @harleywaxuk harleywaxuk @HarleyWax harleywax

Salon Tracker Ltd

Unit 5a South Park Way 41 Business Park, Wakefield WF2 0XJ T: 0113 350 8230 E: info@salontracker.co.uk W: www.salontracker.co.uk

thesalonmagazine.co.uk

@thesalonmaguk

Salon Magazine

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