Beauty Biz Year 15 Issue 4 by mochagroup

Elleeplex Profusion

The art of Healthy Lamination

YEAR 15 ISSUE 04

on the cover ON THE COVER 22 Profusion – The Art of Healthy Lamination REGULARS 06 Editors Letter 24-27 Industry News 52 Beauty Shop 54 Dateline Imports FEATURE 08-10 Illuminating Self Confidence By Louise May 12 10 Minutes with Annie Mayo 14 Endless Beauty 16 An Environmental Footprint 18 Bravery, Opportunity & Innovation at Lekeya 20 A Match Made with Mayerling AUSTRALIAN BEAUTY INDUSTRY AWARDS 28 ABIA ’22 Finalists Announced 42 ABIA ’22 Bridal/Formal Make Up Artist of the Year Finalists 44 42 ABIA ’22 Editorial/Session Make Up Artist of the Year Finalists DERMAL 30 HIFU – Just an Aesthetic Fad? By Nancy Abdou & Nina Nedelkovski 32 Bright and Shiny Things By Alanna Douglas 34 The Role of Keratinocytes in Atopic Dermatitis/ Aczema – Part 2 By Gay Wardle 36 Discover Why Microneedling By Dermapenworld is the Number One Choice BEAUTY 38 The Top 5 Misconceptions about Eyelash Extensions By Joy Crossingham 40 Building Confidence at Work By Charlotte Ravet BLOG SPOT 46 The Power of Laughter By Julie Cross 48 Purpose Matters By Paul Frasca 50 The 5 Reasons You Should Book a Holiday Today By Lisa Conway 51 Personable vs Personal. Why It’s Essential to Keep Salon Relationships Professional By Elle Wilson LIFESTYLE 56 Forgive Your Younger Self, Believe In Your Current Self, Create Your Future Self By Angeli Marie Shaw BUSINESS 58 How To Minimise Last-Minute Cancellations This Winter By Tamara Reid 60 Beware! You Could Be Locked into A New Lease Without Realising By Kelly Cunningham 62 How to Audit Your Business Growth By Kara Lehman 64 POV: 10x Your Business in 30 Days… I Call Bullsh*t By Gry Tomte 66 Business Foundations to Take Your Salon from Alright to Amazing By Rebecca Miller 68 It’s No Longer About the Pivot… It’s All About Niching Your Market For Success By Karla McDiarmid 70 Chasing Your Tail By Marie Drever MARKETING 72 The Digital Reset By Hayley Mears 74 3 Ways to use Video to Boost Your Beauty Business By Angela Sanchez 10 16 CONTENTS elleebana www.eximport.com.au

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PUBLISHER

Linda Woodhead linda@mochagroup.com.au

GENERAL MANAGER

Jarred Stedman jarred@mochagroup.com.au

EDITOR

Louise May louise@mochagroup.com.au

ADVERTISING MANAGER

Nina Barbara nina@mochagroup.com.au

ART DIRECTOR

Kellie Woodhead kellie@mochagroup.com.au

ADMINISTRATION

Jess Richmond jess@mochagroup.com.au

CONTRIBUTORS

Louise May

Nancy Abdou

Nina Nedelkovski

Alanna Douglas

Gay Wardle

Joy Crossingham

Charlotte Ravet

Julie Cross

Paul Frasca

Lisa Conway

Elle Wilson

Angeli Marie Shaw

Tamara Reid

Kelly Cunningham

Kara Lehman

Gry Tomte

Rebecca Miller

Karla McDiarmid

Marie Drever

Hayley Mears

Angela Sanchez

OFFICE

PO BOX 252 Helensvale Plaza Qld 4212 P: 07 5580 5155 mail@mochagroup.com.au www.mochagroup.com.au

DISTRIBUTION

Australia Post - Print Post 100005498

PRINTING

Printcraft

PUBLISHED BY mochagroup

PUBLISHERS OF HAIR BIZ, Beauty Biz & Barber Shop

Beauty Biz is published six times a year by mocha publishing ABN 65 091 846 189

No Part of the publication may be reproduced in any manner or form without written permission. Beauty Biz does not accept responsibility for unsolicited manuscripts, transparencies, original artwork or other material. The views expressed in Beauty Biz are not necessarily those of the publisher.

No responsibility will be accepted if the publication is delayed or prevented by factors beyong the control of the publisher. No responsibility will be accepted for errors in copy, or for any loss arising from the failure of an advertisement or any part thereof to appear.

Editor’s Note

It seems that a lot of industry business owners are feeling overwhelmed and exhausted at the moment. I have had many conversations with small business owners who are short staffed due to so much sickness with Covid and Flu; so many of those who have come off the floor to focus on working on their business are back on the floor in the treatment rooms, because staff shortages are at an all-time high.

Last minute cancellations and no shows are also at an all-time high which causes major stress and it’s near impossible to fill those gaps with such short notice, resulting in paying for staff to stand around and not being financially productive.

This is why it’s imperative to have a strong cancellation policy with very clear terms, take a non-refundable booking fee for all appointments and ensure that your confirmations are done at least 48-72 hours prior to the appointment time, so that you have time to fill a gap if the client cancels their booking. Running a waitlist column also helps to fill gaps, if you have a cancellation, you can go across to your waitlist and start calling those on the list to fill your gap.

With that said we have a lot to look forward to!

It’s been an exciting couple of months already with Beauty Expo weekend upon us, the finalists for ABIA being announced, not to mention how much we are all looking forward to an evening of celebration at our Awards Gala event. It will be so wonderful to all catch up again in person!

Our front cover story for this issue is the game changing Elleeplex Profusion, we spend 10 minutes with the fabulous Annie Mayo, founder of Advanced Mineral Makeup. We meet South Australia’s best Wax Technician, we feature the most beautiful new studio clinic on the Sunshine Coast ‘lluminate Aesthetics’ and we also cross over to W.A and feature 2021 ABIA Winner for best Eco Salon, Eco Spa Mandurah. We also meet two professional salons who are a match made in heaven with Mayerling!

With all of this plus our brilliant articles and blogs from all our amazing contributors, I hope that you thoroughly enjoy the read and remember that during times such as these when you are totally under the pump with sick staff and family, make sure you make the time to ‘fill your own cup’. You are no good to anyone if you are depleted yourself. Outsource what you can when you are swamped, learn to delegate, and take good care of YOU.

I hope you enjoy this issue, and I hope to meet many of you at the ABIA’s!

Louise x

Louise May, BEAUTY BIZ EDITOR

PS We have some amazing business articles in our bi-monthly issues of Beauty BIz, if you as a business owner would like to know more about particular topics or issues you may be having in your business, please reach out to me so that I can ensure that we cover these in our upcoming issues.

Email me at louise@mochagroup.com.au

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ILLUMINATING SELF CONFIDENCE

By Louise May

Illuminate Aesthetics, believe in providing a natural look resulting in positive ageing and self-confidence through cosmetic injections. After graduating with a bachelor’s degree in Nursing and gaining a strong background in acute care, co-founder Steph Gardner undertook training in cosmetic injectables.

With a passion for the industry, Steph was dedicated to creating a welcoming and comfortable studio on the Sunshine Coast, and with her partner Chris’s help, they set up Illuminate Aesthetics. Together, they have been helping boost their client’s self-confidence ever since. The couple’s passion for providing a gentle, comfortable experience with incredible results is the driving force behind Illuminate Aesthetics.

Steph and Chris also believe in breaking the status quo and misconceptions around cosmetic injections for men and male skincare. Chris Gardner, also holding a bachelor’s degree in Nursing with a strong background in personalised care, was dedicated to creating a welcoming cosmetic studio for men. He is passionate about creating personalised treatment plans that will deliver natural aesthetic results. His love for boosting others self-confidence and providing a gentle, comfortable experience is the driving force behind MAN, helping them grow to be the top provider of cosmetic injections for men on the Sunshine Coast.

Editor of Beauty Biz Louise May, recently caught up with Steph to chat about the new Studio Clinic and their journey this far.

Can you please tell us a little about yourselves, where did you grow up? and how did you meet?

We both grew up in the UK. Our first meeting was on the first day of university. We had both signed up for the Nursing course at Bournemouth university and met on day one. We ended up moving in as flat mates and became best mates for the whole of university, but did not get together as a couple until the end of the final year. We got engaged within

3 months of realising we were meant for each other and were married within 2 years.

We moved to Australia in 2006 as a little oneyear adventure that turned into us making our life here. We both fell in love with the country and never looked back.

We started off in Sydney and then moved to the Sunshine Coast 7 years ago, where we have settled and definitely call this our home. Celebrating our 19th wedding anniversary this year and have 2 children - one boy and one girl now in their early teens and to top that off 2 dogs and 2 cats. Chris has now put a ban on any further additions to our home. ;)

How do you juggle work and personal life balance?

This is something I do struggle with at times, as I do love what I do and find that when it is your own business you are way more passionate about it and feel happier to be spending extra time or hours here, especially in our new space! I find I’m never far from my computer or phone even at home.

What ways do you like to unwind and get out of “work mode”?

When we do get downtime, it’s usually spending time with the family - both our kids are very active, so we like to get to as many of our son’s soccer matches as possible and our daughter is in a cheerleading competition team, so we have to attend competitions regularly over the winter. Personally, I love to chill out at a yoga class, go for a run with one of our dogs and Walk along the beach or read. I am a big music fan so love to have Spotify or the radio on constantly and absolutely love going to live music shows. You might find me with a glass of wine or Margarita every now and again too!

For Chris, his downtime involves movies either at the cinema or home, watching Rugby Union

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and eating out at local restaurants. He also loves to get out with the boys and play golf, when possible, too.

As a family we love to watch outdoor movies around our fire pit in the winter and chill around the pool in the summer.

Are there any must haves that you love to start your day with?

We both have a coffee (flat white) first thing followed by a green smoothie (Spinach, green apple, lime, banana, and coconut water with a serve of Vitality Switch) then our Vida Glow Collagen in a big glass of water!

What drew you both to cosmetic nursing in the first place?

When I first tried to get Botox for my deepening frown lines in my early 30’s, I felt so uncomfortable even just walking into any of the places that were available at the time. The staff looked unwelcoming, I felt like I wouldn’t fit in in a place like that. I was yearning for a more chilled out environment without all the ‘exclusivity’ and airs and graces. It put me off so much that I never ended up having treatment. A few years later I thought to myself that this could be a great opportunity for me to branch out and work out of the hospital environment.

I did my initial training, and this was actually the first time I ever got any treatment myself. I absolutely love that I can give someone their confidence back with a simple treatment. It’s not all about vanity, but more about restoring lost confidence and helping people feel themselves again.

Chris was so supportive of my new career and saw how much I loved it. After a couple of years and a couple of treatments himself, he saw an opportunity to help men in the same way. So, he trained up and joined me a day or two a week,

with the idea of making our space a male friendly clinic, where guys could feel comfortable and happy to have consultations and treatments. He also fell in love with his new career pathway and is so passionate about it.

It’s an ever-evolving industry that will keep us busy upskilling for years to come. You could never get bored in this job with all the advancing technologies and new skills to learn.

The Ethos of your brand is?

To be inclusive not exclusive, while creating a beautiful space for everyone to enjoy.

We work with clients to help them achieve their individual aesthetic goals and deliver natural looking results based on their unique features, Aiming to rejuvenate and refresh rather than follow trends and over treat.

Describe the clinics look and feel.

I have had this building in my sights for at least 2 years! It’s on the main road through the Sunshine Coast so I had driven past it most days. I just kept having a vision of what I could do with it. I kept seeing exactly what I wanted it to be. There was another business in the premises at the time, so I never imagined they would move out. I had over the years before viewed a few other spots, but none of them felt right, none compared to the feeling I got with this building. Then at the end of last year I heard it was up for lease and I jumped straight onto it before I knew it my vision was becoming a reality!

I was adamant I wanted a stand-alone building, I love the palm springs/desert vibe and have modelled the look around that. drawing inspiration from Instagram pages such as My Burleigh reno etc. There is a shop on the cont’ over page

cont’ from page 09

Sunshine coast called Eclectic Style and I found the most amazing mirror there - this was the centrepiece of the design, and everything was planned around this wonderful piece! We wanted a relaxed, laid back and chilled out vibe. We have gone with fresh whites with golds, natural wood, and greenery. Coastal luxe with some bohemian touches might be a label to put on it.

The MAN side of the clinic is building nicely, what treatments are you finding popular with men? What are you finding are the biggest concerns for men?

The most popular treatment for men at the moment is definitely Anti-wrinkle. However, more and more male clients are considering fillers for masculinisation for jawline or chin for example or even replacing lost volume to cheeks. Our new Laser Genesis machine is going to be a game changer for Male skin care and rejuvenation, Laser facials are fast becoming the go to for male clients in Sydney and the Gold Coast, so we aim to be amongst the first to be promoting and providing that for our male clients here on the Sunny coast . There is still a huge stigma attached to self-care for men so actually getting them through the door is the biggest challenge. Most of the men I see are concerned about ageing in general. They see their partners getting treatments and slowing down the ageing process and feel like they are getting left behind.

What are the brands you have partnered with to compliment your treatment processes? And why have you chosen those brands?

We have Vida Glow available in clinic - a fantastic ingestible beauty brand that provides marine collagen supplements as well as an antioxidant powder, pigment clearing and hair strengthening capsules. I just love the whole ethos behind Vida Glow. They will only produce and sell products that have been rigorously tested and been through clinic trails to prove their efficacy through science-based evidence. They are actually TGA listed which gives me great confidence in promoting their studies. They

provide quality products and amazing customer service as well as the beautiful packaging. Their marketing is very clever, and they are certainly a brand to watch. Vida Glow are the number 1 marine collagen in the world selling one unit every 4 seconds - so it’s easy to see that they know their stuff when it comes to creating a product that works and sells. I love this Vida Glow because I truly believe in their brand and have faith in their products.

Our Dermal Therapist has brought along Sircuit skin to the clinic, which we are new to and have been very impressed with the results we are getting personally, so far. Dom has worked with this brand for some time, and she knows her stuff, so we are happy to be introducing this new product to our clients.

Do you have a motto or signature life philosophy?

Probably work hard/play hard. I believe you have to work hard to get what you want in life, but also believe in rewarding yourself for working so hard! Chris said - try anything twice!

What’s the best piece of advice you’ve ever been given?

For me: Trust the process - I truly believe everything happens for a reason and I try to apply this theory when things are seeming to not go my way, I know that something bigger and better awaits if you just give it time. Another

thing I try to live by is Don’t sweat the small stuff - This is something I apply to the kids - It’s easy to get angry over small things, but I ‘try’ to only get serious when its needed as I want them to be able to come to me if they need anything and flipping out over small things will only push them away.

Chris would say the best piece of advice he has ever been given would be either Never shirk an opportunity or responsibility or Proper preparation and planning prevents piss poor performance ( not sure you can publish that !)

Goals over the next 12 months?

Well, I think the next 12 months are going to be a wild ride! We have been open just 6 weeks and already have seen a large increase in our client numbers.

We are introducing a new Laser machine - The Excel V+ from Cutera - in a few weeks so we will be very excited to get that functioning at its full capacity. With that we can treat vascular issues such as spider veins, pigment, and general skin rejuvenation with the Laser Genesis.

Once that is up and running our next goal for the clinic would be to introduce the TruSculpt ID and TruSculpt Flex - which is a full body contouring system. This will be a very exciting addition to our service menu.

A materialistic goal is to make sure Chris gets his new car!

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10 MINUTES WITH ANNIE MAYO

Creator of Advanced Mineral Makeup

Annie Mayo fell in love with makeup early. When she was a little girl, she loved watching her mum sit and put her makeup on. Annie was obsessed from then on. When her friends were reading books, you could find Annie with her nose in the latest fashion magazines. Fast forward to today, Annie is still in love with the transformation she sees in people when they sit in her chair.

The confidence they radiate when someone looks and feels their best in intoxicating, says Annie, I want to create that experience for everyone.

With 25 years as a Television and Film makeup artist, former specialist aesthetician Annie Mayo, launched Advanced Mineral Makeup in 2009. Used by head make-up artists for shows such as Grey’s Anatomy and NCIS, loved by industry experts and skincare lovers, Annie’s ethos for the range is ‘You shouldn’t have to choose between beautiful makeup and quality ingredients’. Advanced Mineral Make up is made with the purest pharmaceutical quality natural ingredients, free from parabens, talc, fragrance, and dyes.

The products I have created are easy to use, says Annie. Made with the best ingredients and offer you the same transformation without all of the layers of products on your skin. This isn’t about building up a mask to create the illusion of beauty. This is about bringing out what is already there and letting everyone, especially yourself, see how beautiful you are. I know when you look great, you feel great and can accomplish anything from that place.

We recently spent 10 minutes chatting with Annie about her journey..

How did you get started in your career in the makeup & aesthetics industry?

I was drawn to the beauty industry watching my mother putting her makeup on as a child. Watching her transformation seemed so glamorous.

What drew you to the industry in the first place?

I thought TV and Film was as very glamorous business I soon found out that was not true.

You were in Film and Television Make up for 25 years, what did you love most about that industry?

I loved always meeting and working with different people crew as well as actors. I never liked the idea of a 9 to 5 job.

Do you do anything else outside of Advanced Mineral Makeup, in the industry?

I have spoken at many trade show venues and keynote speaker at Le Novelle Esthetic trade show. Also, smaller venues to showcase Advanced Minerals as well as speaking about the importance of mineral makeup. I am also a working makeup artist for a select few projects.

What inspired you to create your own range of mineral makeup?

Working with other mineral lines over the years and seeing the need for something better in colours and ingredients.

What is unique about Advanced Mineral Makeup?

Created by a national makeup artist with a great understanding of colour theory, is an important advantage.

Who is Advanced Mineral Makeup for?

For anyone who wants clean beauty, skin conditions such as rosacea and acne and just plain anyone who wants to feel and look beautiful.

What do you consider your own top 3 pillars of success to be?

Integrity, customer service and honesty

Are there any must haves that you love to start your day with?

Starting the day with a great workout and positive thoughts is key.

What’s given your business strength over the years?

Great quality products people come back time and time again to purchase and listening to consumer needs.

Do you have a motto or signature life philosophy?

Think positive see the glass half full. Attitude is everything!

What’s the best piece of advice you’ve ever been given?

Tenacity never give up on your dream and always follow through on what you say.

What’s on the agenda for you for the future? Developing new and innovative products to the market. But I concentrate on being in the present.

www.advancedmineralmakeup.com.au

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ENDLESS BEAUTY

14 Beauty Biz Year 15 Issue 4 > FEATURE

Collette Alfar is a beauty therapist, but this was not where she thought her journey would take her. As a young girl her dream was to become a hairdresser and after using her barbie dolls as clients and cutting and colouring their hair with Texta, she thought that’s what she wanted to become. During year 11, Collette landed a job in a hair salon working part time and after 2 years of experiencing the hairdressing industry, she came to realise that this was not the career pathway she wanted to head down.

In 1995, Colette landed a retail job as a supervisor and continued that job for 15 years, in 2008, had her second child and during 2 years of maternity leave realised it was time for her to follow her dream to become part of the beauty industry.

This is her story…

In 2010, I received a phone call from my manager to organise paperwork for me to return to work, but I knew it was now or never, so I bit the bullet and put in my resignation to pursue my dream as a beauty therapist.

After doing my research I found a private college in Adelaide and went in for an interview at the prestigious college. I was accepted and enrolled into a 2-month spray tan and make up course.

Once I finished my final class I was approached by my lecturer. She said to me “Collette I can really see your passion in the beauty industry, and I really think you should enrol in a beauty therapy course.”

After my Lecturer said those words to me it gave me the confidence and pushed me to realise, I was made for this career. I couldn’t wait to come home and tell my husband that this was my dream. I was 35 years old and now was the perfect time for me to start.

I had 2 young children and I decided to study Beauty therapy course at night, although I knew it would be a challenge, I also knew that the only way for me to succeed was to sacrifice. Along the way of studying, assignments and exams and being a mum of 2 little children, I managed to organise my own work experience in a beauty salon.

I went to a number of different beauty salons to undertake work experience and one of them offered me a job because of the passion I showed for the industry, and I continued to work there for 12 months after my work experience.

After 18 months of late nights studying at home and at the private beauty college in Adelaide, I finally graduated in November 2011 and my dream of being a qualified Beauty Therapist had begun.

I was very excited that I was starting a new chapter in my life as I knew I had all the support from my husband and family to pursue my dream. While I was at beauty college, I had already started focusing on opening up my own business, doing my research, thinking of a business name. I created ‘Endless Beauty by Collette’. It encapsulated everything that I envisioned it to be.

I was so excited about the name and logo; I knew my dream was about to become a reality.

Once I turned my formal living room into a beauty salon, at the end of 2011, I was ready to welcome clients.

I must admit although I was nervous and experienced a lot of sleepless nights from not knowing if my business was going to be successful, what happened next made it all worth it.

Eighteen months later my business boomed, and I was booked out months in advance. Since then, I have never looked back, I only looked to the future.

Since then, I continually pushed myself to study and learn new treatments. I currently specialise in Facials, Waxing, Tinting, Shellac Nails, Pedicures, Skin Needling, Microdermabrasion, Lash Lifts, Led Light Therapy and Body Exfoliation.

In 2021, I had the honour of being voted Top 10 Best Beauty Therapist in SA. I never thought it was possible to reach this position in my career. I was overwhelmed by all the support I received from my clients throughout the 10 years of my career. As The Advertiser continued to put ‘the best of South Australia’ nomination for sectors in the beauty industry I received endless amounts of support from clients, family and friends nominating me.

In March 2022, I achieved 3rd place in the top 3 skin specialists of South Australia. This

achievement gave me a wave of adrenaline, making me feel overwhelmed and proud. Skin therapy is a sector that I take pride in, and I will continue to grow in this sector. Approximately a month after, there were nominations put out in the ‘Best of South Australia’ series for best wax technician. I received an overwhelming number of nominations and a week later I was put into the top 20 in SA. I was anxiously waiting to see the results. At 5pm my phone rang, I picked it up to hear that I was officially voted as South Australia’s best wax technician. I was in disbelief and shock with my hands trembling. I couldn’t believe it, I finally made it.

After years of tears, hard work, and endless amount of support, I made it to number one in South Australia. This really showed me that hard work pays off once you put your heart and soul to pursue your dreams. This experience has given me the confidence and motivation to keep moving forward and inspiring other businesses that times can be tough but never give up because at the end of the day hard work always pays off.

I have learnt that staying true to who you are, putting your clients at the forefront of everything you do and having the support of family and friends will make the dream possible.

Dreams are possible just needs the hard work and 100% effort; I know you can achieve anything.

Beauty Biz Year 15 Issue 4 15

AN ENVIRONMENTAL FOOTPRINT

Today, Hannah owns and operates Eco Spa, an organic wellness spa located in the heart of Mandurah’s Dolphin Quay Marina. “My love for beauty definitely started at an early age, says Hannah. “My mum often reminds me how I used to make myself banana and avocado face masks when I was in primary school, and that the mess drove her mad.” .

Hannah’s love for all things beauty continued to grow as she got older, and she said it was when she was approaching her twenties that she became truly conscious of the importance of natural living.

“The skin is our largest organ on our body - and it’s important that we look after it,” she said.

It was her passion for natural ingredients that led Hannah to pursuing a career in wellness and beauty, with Hannah deciding her biggest priority would be sourcing organic products to use on her clients.

“Before I opened Eco Spa, I was subleasing from a few hair salons where I ran a small beauty business for a few years. “During that time, I gained clients and experience along the way.”

At the age of 22, Hannah decided she would take the plunge and open her dream business, a natural and organic wellness spa with 100% Australian-made products.

Eco spa; as the name suggests, embodies a strong emphasis on the potential environmental footprint we leave. Eco Spa is committed to

our advocacy for ensuring sustainable green business methods on a daily basis, in order to support our spa, community and environment well into the future. We actively demonstrate this through the wellness treatments we perform, the organic products and raw ingredients we use, our wastage and recycling efforts, and our commitment to our environment. Says Hannah.

It opened with just one employee and one little treatment room - but as the boom of the wellness industry hit, the business she had built up from the ground started to expand. Hannah said that as her business began to grow, she began attracting like-minded people who would help her propel Eco Spa to an entirely new level.

I hired a second employee, Monique - who is now our spa manager, she has been with me for over 8 years and has been a huge part of the Eco Spa journey.

“We had an office that we turned into a treatment room and then just kept building on.”

When Eco Spa reached spatial capacity, Hannah realised she would need to rent a second space to cater to demand.

“There was a place that came up for lease at the back of our shop - that is where we performed all of our massages - it was hard having two different areas to manage, and we had to walk through another space to get there.

“I was waiting for one of the shops on either side of us to become available and eventually one of them did.”

16 Beauty Biz Year 15 Issue 4

When Hannah Loreto was a little girl, she would spend her days creating her own skin products out of ingredients she found in the kitchen pantry.

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We have since purchased our existing ‘leased’ premises as well as the neighbouring space - now consisting of 13 treatment rooms, 18 team members, quadrupling our original floorspace footprint and establishing Eco Spa the largest spa in the Peel Region.

Having never been in charge of such a large number of staff before, Hannah said she went through a lot of self-growth to ensure she built a beautiful culture for the entire team.

It’s very much a learning process and it’s kind of not something you can prepare for - you just have to learn as you go and do the best you can.

My own personal development played an important role - learning the tools for emotional regulation so I can respond instead of react to the many stressful situations that arise in business with a calm and balanced mind.” My husband is also a trained breathwork facilitator so that has been a big part of our journey too!”

Hannah says the relationship between staff has enriched the salon, with the positive environment carrying over to influence how clients feel,

“The culture is really beautiful - so many of our girls say they have never worked in a place like it.

“We have zero tolerance for bullying, and we really strive to provide a supportive environment with great managers.

TIPS FOR RUNNING AN AWARDWINNING BUSINESS

Hannah said one of her main tips for running a successful business was learning to adapt when things go awry.

“We were shut for about 10 weeks last year during COVID which was quite scary, not knowing when or if we were going to come back out of it.

“During that time, we revisited the whole menu, created some new treatments, renovated and creating ‘home journey boxes’ so people could enjoy a spa day at home.”

Hannah and her team delivered home journey spa boxes from Rockingham to Dawesville, delivering to clients who were missing their services.

“Those were really successful - they allowed us to keep paying our rent, we had to pivot and adapt.

“We were thankfully able to open again and now, more than ever, people are putting more focus on their health and wellness.”

WHERE TO FROM HERE?

Hannah said she has big plans for the future of Eco Spa, which include the possibility of becoming a franchise.

“We have been working on setting Eco Spa up to franchise and plan on taking the brand national - and we are welcoming interest from potential investors.”

“I feel a strong responsibility as a business owner to minimise our environmental footprint to support our world into the future,” Hannah Loreto, founder of Eco Spa, tells us. “If every business owner took the time to evaluate and improve their green business practices we collectively can make a difference not only in the workplace setting but potentially inspire and educate the clients and customers from each business to expand the impacts further.”

Beauty Biz Year 15 Issue 4 17

BRAVERY, OPPORTUNITY, & INNOVATION AT LEKEYAH

The owner of Lekeyah and founder of Omorfi Active Skincare, Ang Domagala, comes from a long line of strong, smart, and brave women. It’s no wonder then, that when the industry was brought to its knees, Ang reinvented her nationally recognised business – and created a new one in the process.

2020 and 2021 were not the most memorable years for beauty salons. In Victoria, the strict, extensive, and repeated lockdowns near crippled the industry. And Lekeyah Skin Rejuvenation Centre, nestled in the regional town of Traralgon, wasn’t immune. However, owner Ang Domagala has never been one for throwing in the towel.

Her multi-award-recognised centre is one of the most advanced clinic/day spa facilities between Melbourne and Gippsland. Breaking common perceptions of regional salons, it’s renowned for being a genuine ‘beauty destination’. Clients happily travel hours to experience the Lekeyah difference.

While that difference is everywhere – from the salon’s advanced treatments through to the team culture – there’s undeniably one thing that makes it stand apart. From her very first day of business through to battling the near-crippling COVID challenges, Lekeyah has always been about bravery and courage.

NOT FEARLESS – JUST BRAVE

As a young hairdresser, Ang had a penchant for beauty and a talent for making people feel good about themselves. But more importantly, she had a genuine desire to help make lives better. This was the impetus for Lekeyah.

To create a space where her life’s mantra – to treat others as you wish to be treated – would be put into practice daily, Ang had no choice but to back herself. And in Lekeyah she did this, developing a business that celebrates ongoing learning, community, and a peoplefirst mentality.

It’s a space she loves filled with a team she believes in. And this is precisely why, when COVID hit, she wasn’t going to give in easily.

HAVING THE COURAGE TO TURN CHALLENGE INTO OPPORTUNITY

Given that face-to-face treatments were among the first line of business to be culled in social distancing measures, COVID brought the beauty industry to its knees. And with Lekeyah positioned in a hotspot, the first Victorian lockdown killed their service offerings almost overnight.

“There was an initial period of shock – like most salon owners, I questioned how I’d not only deal with the high levels of uncertainly among clients and staff, but also how we’d survive,” Ang said. “But instead of spending hours fretting about the future of my business, I had to spend my time wisely.”

Ang knew that, prior to lockdown, accessing the medical-quality products Lekeyah relied on

had become increasingly difficult for not only her, but also other salon owners. And since the very beginning of her journey as a clinical aesthetician in 2013, she’d been dreaming of launching her own skincare brand.

What better time than a crisis to go for it?

“It’s more than just a product – it’s about bravery in the face of hardship. It’s about turning inwards and using our resources. And it’s about, first and foremost, holding a light for myself and those around me –even in the darkest of times.”

THE BEAUTY OF OMORFI

Omorfi was developed for salon owners and individuals. Ang recognised the need for highend, pharmaceutical-quality skincare products that were designed, developed, and made in Australia. But most importantly, those products had to be authentic in every way.

“Supply was an issue – there were days that we were completely out and couldn’t treat clients. I needed a solution I could rely on.

“But I also wanted to make life-changing products – with no lies, false promises, or out-of-reach price tags – that were available to everyone.”

Investing her own money, Ang worked on everything from product development to branding. And in 2021, Omorfi Active Skincare was born.

DELIVERING BEAUTY SERVICE REMOTELY Omorfi solved the challenge of product availability, but it hadn’t truly mitigated the risk that comes with

18 Beauty Biz Year 15 Issue 4 > FEATURE

a business reliant on in-clinic treatments. Ang knew what she wanted to develop. However, Lekeyah needed funding to do it. Together, the team secured a grant via the Latrobe City Small Business Grants Program.

“We used the grant money to invest in our digital presence, developing a sales platform to support online purchasing and worldwide shipping of Omorfi products. This is supported by emails, one-on-one remote client support, and dedicated user education. We’re all about openness and education because it’s critical that clients know what’s right for their skin, and where and how to use it.”

“Remote and flexible working, once a luxury, is now open to almost everyone – even in the beauty industry. And while we would have never previously considered delivering client services remotely, we’ve really been forced to evolve and embrace technology in new ways.”

SO MUCH MORE THAN A SKINCARE RANGE

Today, Omorfi has far transcended its label as a skincare range – it’s become an ideology. By providing educational videos, clarity around skincare ingredients and individual support, the Lekeyah team has successfully created a thriving online community of people eager to understand and access the right products for their skin type.

“I don’t want clients to be just buying a product; they’re being taught everything I know, too. We offer 100% transparency of ingredients and related effects,” Ang said.

“Our products aren’t just for superficial benefit. Omorfi’s ingredients tackle issues such as acne, rosacea, and ageing, and they do it without the use of expensive, harsh chemicals.

“This is really important to me, and our clients’ mental and physical wellbeing undeniably benefits as a result.”

A TEAM 100% COMMITTED

Ang is the first to admit that although terrifying, COVID highlighted the strength of Lekeyah’s culture. The team worked cohesively to reevaluate the way they did business.

“In the early days of covid, I didn’t have to ask a single team member to leave because of the crisis and the potentially disastrous implications that came with it – instead, we faced the challenges together.

“We delivered online support groups for clients, COVID at-home DIY kits, and undertook training and self-development. Everyone felt out of their comfort zone, but we practiced by sharing daily training updates with one another. And we remained in constant contact with each other and clients via our in-house chat groups,” Ang said.

“Because of this continuity of staff, when we did reopen clients could pick up where they left off – with seamless service, friendly faces, and a much-needed sanctuary to retreat to.”

“Being invited to appear on Channel 9 News to talk about how Lekeyah innovated during COVID was an honour.”

BEYOND SKIN DEEP

For Traralgon and surrounds, Lekeyah is more than a “beauty salon” – it’s a living, breathing pillar of the community. All ages, gender and walks of life come to escape the daily grind for pampering, a quick fix – hair, makeup or eyebrow sculpt, or for a more complex solution, such as finally ridding themselves of the challenges brought about by problem skin.

Problem skin is the space in which Lekeyah shines, with the team’s approach reflecting Ang’s values, beliefs, and commitment to helping make people’s lives better.

“The term ‘skin deep’ is used so often to criticise the beauty industry,” she said. “But it’s so much more complex than many people give it credit for – skincare is about so much more than just aesthetics.

“Our skin encompasses our entire being; it’s our shield for the world. If we don’t feel good about that shield, we often don’t feel good about ourselves, leading to uncertainty and self-doubt that can affect us personally and professionally”.

“We’re about helping clients improve their skin and their confidence. We see so often how helping clients with skin concerns can have a lasting and profound effect on their mental wellbeing. Feeling good about yourself is empowering, and that’s what we want to help our clients achieve.”

Beauty Biz Year 15 Issue 4 19

A MATCH MADE WITH MAYERLING

Mayerling is an Australian multi award winning cosmeceutical company, leaders in exfoliation, resurfacing and skin renewal, who have been formulating their own clinical peels & take home treatments and supplying the professional beauty industry for over 20 years.

Partnering with professional salons Australia-wide is paramount to the success of the brand and an integral part of what is at the heart of the compact range.

Mayerling believes in skincare that works, without the fuss or irritation often associated with other systems and offers safe, highly active ingredients giving visible results and benefits.

Support through education and marketing allows salons to offer both in salon and home treatments working on the premise that for the skin’s texture to be improved, it must be resurfaced. Old cells need to be removed, allowing the new, young, healthy skin cells to regenerate from deep within the skin and the in salon clinical peels are proven to substantially increase the effectiveness of home treatments.

Winner of the Lux Life Health Beauty and wellness Awards Best Anti-Ageing Brand in Australia and New Zealand in 2020 and the Best Skin Rejuvination Grand Brand in 2021 and 2022 is testament to the extensive research and results your clients can enjoy. We spoke to two Salon owners about their experience with Mayerling and the Skin Renewal System.

BODY & FACE CO is a mother/daughter team (Kylie and Maddy), who are passionate about helping women feel amazing again, and in their former lives have both worked as Personal Trainers specialising in training women. “I always knew I wanted to continue working with women but rather than pushing them in a training session, being able to pamper them, which was quite different to our usual day.” says Kylie

“What we learnt with our time working with women was that quite often women leave their needs to last on the long daily to do lists, because of this we really love to pamper our clients and give them the very best experience, they leave us refreshed and relaxed which really makes our day!”

Back in 2018 Kylie and Maddy travelled to Paris and were trained and certified in all areas of Body and Face with the leaders in Endermologie LPG.

Endermologie is known for its ability to reduce the appearance of cellulite for the body but it also has an amazing anti-ageing benefit for the face, it is a natural non-invasive way to treat fine lines and wrinkles, tone the skin, work on reducing double chins and clarify the complexion.

“Using Endermologie combined with other award-winning machines is our point of difference to other clinics.” Says Kylie.

“Mayerling was an easy option for us to choose as we needed an active range that really focused on the two main areas of concern for most of our clients, being anti-ageing and pigmentation. After seeing some of the results clinics were getting using Mayerling it was something we were keen to be part of and have never looked back, we get so excited

20 Beauty Biz Year 15 Issue 4 > FEATURE

for our clients who start their skin journey with Mayerling as we are always confident of the results it gives.”

In 2003 VIIVE SKIN AND BODY CARE moved to its own premises in the Hey Day Arcade in Kilmore, where the business was able to expand and offer more services. Over the years Viive has grown into a very busy and reputable salon. Led by the founder and owner, Kristy King, in 2010 they moved into a fantastic new Salon in Kilmore, where they have expanded the treatments offered.

“We don’t compromise on the products we use; they are of high quality and partnering with Mayerling was a no brainer for us. We have other brands in the salon but find that Mayerling complements these and allows us to customise treatments for each and every client.

“At Viive, we pride ourselves on providing professional services by very experienced & well-trained staff so who we partner with in terms of skincare, IPL, body care, lashes and brows is very important to us when it comes to results. We constantly attend training to provide our clients with the most up to date care and advise and look for suppliers that can offer this.”

“We chose Mayerling as one of the brands we use, stock and retail, because its Australian, results driven and a no fuss cosmeceutical range.”

WHAT DO YOU LOVE ABOUT THE MAYERLING BRAND?

Kylie: We love it all! The simplicity of the range, not having multiple different ranges for different skin types, but above all the results are outstanding! Combining the in-clinic peels with the home care it really does change our client’s skin for the better. Mayerling sells itself really. Once clients have tried it, they stick with it. Kristy: The results speak for themselves! Fast with a great price point. Clients love it!

WHAT ARE THE TYPES OF SUPPORT YOU GET FROM THE BRAND?

Kylie: Support is amazing from Mayerling, anything you need they will help you with, they run regular training for therapists to keep up to date on what is happening within the Mayerling Brand as well as hands on product/peel training. Always approachable and open to ideas/ suggestions from clinic owners.

Kristy: The support is brilliant. From marketing, promotions, to training. There is lots of support.

WHAT DOES MAYERLING OFFER YOU THAT OTHER BRANDS DON’T?

Kylie: Simple, look 10 years younger using the Mayerling Skin Renewal System!

Kristy: That’s simple. It’s Australian!

To become a stockist or receive more information www.mayerlingskincare.com

Beauty Biz Year 15 Issue 4 21

Kristy (R) with Erin, VIIVE Kylie and Maddy - Body & Face Co

THE ART OF HEALTHY LAMINATION PROFUSION

Lash & brow lamination has captured the hearts of therapists and clients around the globe with a surge of brands entering the market as they compete for the top spot of being the most trusted and reliable product choice for lamination specialists.

One of the biggest challenges with lash lifts and laminations as well as many beauty treatments in the industry is striving for consistency with results for clients. Many therapists know that when performing treatments such as facials, needling, IPL or waxing that during intervals and when clients come back for the second session, there can be variances in the treatment results which can be due to many factors that can alter the individuals skin and pH changes, lipid content, water content, diet, hormones, stress, hair growth cycle or perhaps there’s been an application variance and the list goes on and on.

Lash and brow treatments is no different and mastering the art of adaption, consultation and application all has to come together to achieve successful outcomes and have longevity in a salon menu, however there is some new technology that allows therapists and clients to see lift and lamination services in a new light.

Elleeplex Profusion is fast becoming the answer for lash specialists due to its fool proof formulation that takes the worry out of

over processing or damaging lashes during the treatment process. Over processing has been a scary word when it comes to lash lifting, because when performing lash lifts and laminations it requires precision and skill to avoid over processing issues, especially if using thioglycolate based systems. Elleeplex Profusion is a unique formulation that is different from many available in the industry, containing no thioglycolate but instead utilises Cysteamine HCL and combined with Elleeplex Re-Gen, offers powerbond technology where hydrogen bonds in the lashes or brow hairs are restored on a molecular level during the chemical or colouring process. The intelligent formula is a combination of peptides myristoyl pentapeptide-17 and biotinoyl tripeptide-1 amino acids serine, threonine and arginine, 8 different plant extracts, panthenol, biotin as well as a proprietary blend of bis-4-PCA dimethicone, disodium PEG-12 dimethicone sulfosuccinate and aminomethyl propanol which allows the innovative repairing process to take place during chemical treatments.

During scientific tests, eyelashes were treated with a regular thioglycolate product and then with Elleeplex Profusion for 30 mins processing time to make some comparisons under an

22 Beauty Biz Year 15 Issue 4 > COVER STORY

SEM (Scanning Electron Microscope) magnifying the eyelashes up to 1000 times. The results clearly showed that lashes treated with Profusion were not damaged or over processed during the study, even after 30 mins of treatment time. The advancement in this technology for lamination and lifting has seen a shift in the industry with a resurgence of lash artists having their faith restored in the chemical process and their worries long gone when it comes to over processing or damaging clients lashes.

Post pandemic has seen a rise in lash and brow services as a whole, clients are flocking to salons for lash lifts and laminations to enhance their natural beauty. Lashes and brows have become a focal point for the beauty business as you can achieve instant gratification results and we all know if you’re wearing a mask, you still need to have lashes and brows looking on point. The lift and lamination industry is evolving with this explosion of interest in services which then generates more demand to streamline the treatment process in general for the therapist and client.

Entering the industry for 2022 is Flex Rods by Elleebana. This innovation is a game changer in the world of lash lift and lamination and this most anticipated and sort after product release of 2022 has seen the lash lift industry evolve to a new level of productivity and efficacy. For over 15

years therapists had to use adhesive on the back of the shield or rods to help hold the apparatus in place on the eyelid, but Flex Rods has now changed that method with therapists productivity and clients comfort in mind. Adhesive on the back of the shields or rods is no longer a vital part of the treatment steps due to the revolutionary design and premium flexible silicon that allows flex rods to position securely on the eyelid, with a refined and unique C curvature the artist has exceptional control and commanding results, especially when dealing with clients that have resistant or downward facing lashes. The curvature allows more extreme curl across a wider surface area of the eye lash, ultimately giving outstanding results that is leading the way of innovation in the lifting and lamination space.

The months ahead will see further evolution of various stylist tools and formulas throughout the Elleebana and Elleeplex systems, new innovative after care solutions and a driving focus on maximizing productivity for therapists and improving the client and customer experience. Visit Elleebana at the Beauty Expo Australia to see the new releases in action or follow @ elleebana on Instagram and Youtube for the latest product releases and education resources that is elevating the lash game.

www.eximport.com.au

Beauty Biz Year 15 Issue 4 23

CEO and founder Otto Mitter in the lab

WHY THERE’S NEVER BEEN A BETTER TIME TO TAKE YOUR SALON EXPERIENCE ONLINE.

• The world of non-energy-based surface active devices

• Technical and safety aspects of fractionated equipment such as needling, cautery, and radio frequency

• Fat removal techniques

• Chemical peeling

• Skin lifting and tightening procedures

• Patient factors and pre and post care

On demand Content available from: 28 August - 4 September 2022

Course Exam available from: 28 August - 11 September

We look forward to welcoming you to this incredibly interesting event.

www.ascd.org.au/upcoming-events/

If you’re not selling online, you’re missing out. Tamara Reid, Head of Partnerships at Timely Business Management Software, explains why enhancing your digital presence is a game-changer for small businesses. Where are your clients right now? If they’re not already in your salon, chances are, they’re scrolling through their phone either at home, work or on-the-go. In this digital age, it’s never been more important to meet your clients where they are: online.

During the pandemic, ecommerce grew by over 50 per cent. In 2021, consumers clocked up a whopping $4.9 trillion in online purchases globally –and this year, that number is only expected to grow.

By opening an online store, your products are available 24/7

A digital-savvy client won’t wait until their next appointment to pick up a bottle of their favourite hairdresser-approved shampoo – more than likely, they’ll snap up a new one online as soon as their stash runs out. By opening an online store, you won’t miss the opportunity to sell to your client between appointments. You’d be surprised how many shoppers would prefer to support small businesses, given the chance.

Spas and salons that use Timely Business Management Software can set up an online store in a matter of minutes. Thanks to Timely’s integration with Shopify, it’s incredibly easy to manage stock and sales across both systems. Plus, Shopify lets you link your store and social media accounts, which is a fantastic way to grow sales via Instagram and Facebook.

Rather than looking at an online store as a completely new venture, think of it as an extension of your in-salon experience. If your salon experience is topnotch – which we know it is – you can use your online presence to build client loyalty between appointments.

Diversify your income to future-proof your business

While we don’t want to dwell on the events of the last two years, the reality is that ecommerce was a lifesaver for many small businesses during lockdown. Diversifying your income streams helps to stabilise your business and create consistent cashflow, even in the midst of a crisis.

Pandemics aside, selling online will only strengthen your business by reaching new clients and could even allow you to earn more while working less. So, I guess the real question is… What are you waiting for?

www.gettimely.com

2022 ASCD SAFETY COURSE IN LASERS, ENERGY BASED AND SURFACE-ACTIVE PROCEDURES IS NOW AVAILABLE

Due to the popular demand of the Safety Course in Lasers, Energy based, and Surface-Active Procedures the Australasian Society of Cosmetic Dermatologists is providing a rerun of the course.

This course has been designed to be a diverse and comprehensive educational workshop, drawing on a wealth of global resources to provide the latest information and innovations in a field of practice that is evolving ever rapidly. This half day workshop which will be available on demand will focus on laser and light-based device topics such as:

• The physics, safety, and best equipment use practices.

• The most current safety and best practice advice in relation to Covid19 and the effects this has on energy-based device treatments

ETHICAL SUSTAINABILITY, AUTHENTIC BEAUTY AND TECHNOLOGY INNOVATIONS PREDICTED TO BE KEY DRIVERS OF CHANGE ACROSS THE BEAUTY INDUSTRY

The pandemic has changed consumers’ way of life, and the importance of ethics and the changing role of identity and technology are set to greatly influence the future of the beauty industry according to global market intelligence firm, Mintel.

Over the next two years: Ethics and sustainability will merge; consumers will want to express a truer self

Ethics and sustainability will merge as an important trend as consumers call for bigger moves on climate change. Mintel Global Consumer research* on the holistic consumer shows that 55% of Australians are prepared to boycott companies that behave unethically while 69% say they try to act in a way that’s not harmful to the environment.

“Consumers are pushing harder and expecting companies to take a stance on social issues like climate change, not just vocalizing it but doing it in a measurable way. It is important for consumers to be able to visualize the roadmap of where companies are going in terms of ethical sustainability and be able to quantify the tangible efforts behind,” said KinShen Chan, Senior Beauty & Personal Care Analyst at Mintel.

“Besides individual companies highlighting efforts on sustainability such as water consumption, responsible sourcing or waste reduction — what is refreshing is the action of a collective as an industry on ethical sustainability. The EcoBeautyScore Consortium, which went live in February 2022 is a good example. It is made up of 36 major cosmetics and beauty companies from around the world, with the aim to develop an industry-wide environmental impact and scoring assessment for cosmetics products. An industry-wide standard on the environmental impact of beauty products will provide greater clarity and confidence to the consumer in the purchase decision journey,” Chan noted.

The desire for authentic beauty is also on the rise. Consumers continue to push back against the rules of beauty and what ‘being beautiful’ really means, with with 53% of Australians who say that being able to express one’s individuality is a top priority for them. This notion is also explored in the Mintel Trend The

INDUSTRY NEWS INDUSTRY NEWS 24 Beauty Biz Year 15 Issue 4

Body Beautiful, where discussions around unrealistic beauty standards will see brands embrace diversity with authenticity by speaking to consumers as they are, and not how society thinks they should be.

“Consumers want authenticity without perfection. There isn’t a ‘one-size-fits-all’ definition when it comes to beauty. Moving forward, brands need to put emotions and brand community high on the agenda. They can no longer treat diversity and inclusion as a marketing ploy instead, brands need to truly understand consumer barriers and pain points and reflect this in the product design process,” Chan noted.

Over the next five years and beyond: Conversation of beauty possibilities with the Metaverse

As digital trends progress, brands must consider a “virtual first” approach in their products and services. Brands are starting to experiment with the metaverse to create new digital experiences and further engage with the consumer. The beauty engagement often starts and stops at the counter, and the metaverse provides a platform to continue this engagement.

“With 70% of Australian consumers valuing experiences over material possessions, brands can leverage digital platforms like the metaverse to create unique products that exist in multiple realities. The first wave has seen the importation of real-world products into virtual spaces.

“Momentum is building around the NFT space which creates opportunities for experimentation within the beauty industry. For instance, instead of a product being the only way to connect with a brand, NFTs enable consumers to buy into the brand whether it’s through digital collectibles, virtual goods, or emerging asset classes — activating new, exciting and unlimited ways to hyper-connect. The market is still nascent, meaning it’s important for brands to be willing to experiment and test out new strategies with each release of digital assets,” concluded Chan.

*1,000 Australian internet users aged 18+

INFLUENCERS TO BE BANNED FROM PAID SKIN CARE ADVERTISING

Influencers who make a large portion of their income through paid skincare promotions will have to change tact. The Therapeutic Goods Administration (TGA) has announced a new law banning influencers from being paid to promote skin and healthcare products.

The TGA made the announcement that from 1 July 2022, it will be illegal for influencers to receive cash or samples in exchange for reviews across a range of products. Included in these are sunscreens, protein powders, vitamins, supplements and skincare products. These new laws will also mean removing statements such as “removes toxins” and ‘fades age spots”. It also looks at the removal of the supposed health benefits of certain supplements and protein powders. Traditionally these products have been associated with claims of reducing inflammation and aiding sugar metabolism.

As the influencer economy and world is still relatively new, regulating can be hard. In 2021, influencers were legally required to say when a post had been paid for. The rules saw significant fines being handed out to those with a large following. Boasting a following of over 300,000, Anna Heinrich was the first Australian to be hit with the fine.

The new laws coming in have caused waves across the influence community. Most outspoken about them is Sydney-based Emma Claiir. She used her platform to voice her concerns but said that it would be more critical and damaging for small businesses rather than the influencers themselves.

“My concern is more so some small businesses that might be affected (sic) by this,” Claiir wrote. “Influencer marketing is an amazing strategy for a lot of small brands to get epic reach and traffic but in saying that there are so many ways you can market your business.”

Finding new ways around regulations is a key area for influencer marketing.

The new laws will come into effect on 1 July, 2022.

INDUSTRY NEWS INDU Winner Savvy Salon & Clinic owners have boosted the sales & profit of their business by using Mayerling Professional Peels & Take Home Treatments SHARE IN THE SUCCESS Call Amanda on 02 9874 1166 or email Toni at admin@mayerlingskincare.com Cosmeceutical Range of the Year 2020 (Australasia) Skin Rejuvenation Brand of the Year 2021 (Australia & NZ)

MEDICAL QUALITY SKINCARE PRODUCTS DESIGNED EXCLUSIVELY FOR SALON OWNERS AND THEIR CLIENTS

As we say in Greek, you’re ‘Omorfi’. Charming. Fascinating. Ravishing. Glamorous. Beautiful.

Developed right here in Australia by a Clinical Aesthetician and Pharmacist, we use honest, active ingredients that do exactly what they say - and at prices designed for everyone. So, give your clients the premium, high-end results they’re after without the premium price tag.

“I BELIEVE SO STRONGLY IN OMORFI THAT I PUT MY REPUTATION BEHIND IT - AND WE ALL KNOW THAT IN THIS INDUSTRY, REPUTATION IS EVERYTHING.” Ang Domagala, Founder

Generate more revenue from every client visit:

Omorfi’s medical-quality skincare products are your opportunity to:

• Create an ongoing source of revenue from products not available in stores

• Deliver visibly improved results, strengthening client loyalty and retention

• Reduce the risk of losing income by using Australian made products that are readily available.

Meet the family at omorfi.com.au. Limited wholesale opportunities available now. Enquire via (03) 5176 4123

WAGE RATES FOR THE HAIR AND BEAUTY INDUSTRY FOR 2022/23

BUSH BEACH AND BEYOND

In accordance with the Fair Work Commission’s Annual Wage Review 202122 Decision, the wage rates and some allowances in the Hair and Beauty Industry Award 2010 (Award) have been varied.

Award minimum wages have been increased by 4.6 per cent, subject to a minimum increase of $40 per week. The effect of this is that award rates have been increased by between 4.6 per cent and 5.2 per cent.

Award wage rates above $869.60 per week have received a 4.6 per cent adjustment and award wage rates below $869.60 per week have been adjusted by $40 per week.

The 4.6 per cent increase applies to employees who are Level 3 (Cert III Qualified Beauty Therapist) and above. The flat $40 increase applies to Level 1 (Salon Assistant/Receptionist) and Level 2 (Unqualified or Cert II Beautician) classifications.

Wage related allowances and expense related allowances have also been increased in accordance with formulas included in the Award.

The increase is operative from the first full pay period that starts on or after 1 July 2022.

The increases are fully absorbable into over-award payments unless the employer agrees otherwise.

If you are a member, new wage rate cards are available through your HABA account in the downloadable section under New Wage Rates 2022 or also available on their website.

For information or assistance relating please contact the HABA Advice Line on (02) 9221 9911, or info@askhaba.com.au.

According to the Australian Institute of Health & Welfare, melanoma of the skin is the third most commonly diagnosed cancer in the country and was responsible for 16,800 new documented cases in 2021. With 1 in 18 Australians purported to fall prey to this disease by the age of 85, year-round sun protection remains the primary form of prevention against this progressive illness.

As the travel industry slowly recovers and Aussies seek new adventures both locally and abroad, Australian headwear brand, ooGee, today launches their inaugural range of stylish, crush-resistant hats made from a proprietary, selfdeveloped textile innovation called Flexibraid®.

The first of its kind in the Australian market, Flexibraid® technology interlaces extruded fibres and yarns into one single, continuous braid, and combines unique flexible filaments that maintain the shape of each hat regardless of wear time, storage conditions and the environment.

Approved by the Australian Radiation Protection and Nuclear Safety Agency (ARPANSA), ooGee’s range of lightweight, breathable and travel-friendly hats are scientifically proven to provide UPF50+ sun protection and endure a variety of weather conditions, such as rain and wind. Constructed with the brand’s discreet ‘ComfyFit’ internal headband, each hat can be uniquely adjusted to the wearer’s head for a secure and comfortable fit.

Available nationally in a wide range of gender-neutral styles, colours and sizes, each hat in the ooGee range is inspired by an iconic Australian location and handstitched at their West Gosford facility. www.oogee.com.au

NANCY ABDOU RAISES OVER $45,000 FOR PROJECT KARMA THROUGH A CHRISTMAS IN JULY GALA

On July 16th 2022 at The Centre Ivanhoe, Nancy Abdou, CEO of The Australian Dermal & Laser Institute organised and hosted a fantastic charitable event. The Christmas in July Gala was attended by 295 people, including Glen Hulley, Founder of Project Karma. The aim of the event was to raise awareness and support a local Australian charity: Project Karma.

Nancy has been an ambassador for Project Karma since early 2021, in order to encourage conversation, raise awareness and fight childhood sexual

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exploitation by raising much needed funds to help Project Karma continue to save children’s lives across the globe and within Australia.

Nancy worked with multiple Project Karma Ambassadors, and secured donations and sponsorship from several well-known aesthetic companies in Australia. These donations were auctioned on the night and contributed to over $45,000 being raised that will directly impact children being exploited.

Major sponsors included The Australian Dermal & Laser Institute, Spectrum Science & Beauty, The Aesthetic Bureau, Klinik Solutions, Skindividual Functional Skincare, InMed Aesthetics and The Injectables Nurse. A very big thank you to these sponsors and the various clinics and salons who generously donated their services and products to such an important cause.

The evening was an enormous success and included live entertainment, a three-course dinner and drinks, silent auctions, live auctions, and raffle prizes. Attendees were educated about child exploitation and what they can do to prevent it, with many speeches on the night from experts and survivors. For further information or ways to contribute, contact Nancy Abdou at nancy@dermalandlaser.com.au

GO30 PRESCRIPTION NAILS HAVE BEEN SERVICING SALONS SINCE 2004.

The nail enhancement involves the fitting of a full cover plastic nail to provide a sophisticated finish to deportment.

Consisting of a wide range of lengths, widths and, length and width curvatures it is possible to match the overlay to the underlay, precisely, and result in a perfectly natural appearance, without the imperfections that your own, natural nail may have.

Although at first, the process may appear complicated, once the correct sized

overlay nail has been selected, and recorded, the process becomes a simple 3 step process, with a fast application and best of all with a long term durability. This is a professional product and not available as retail.

GO30 Prescription Nails have recently developed a T-KIT which is a very suitable entry point for the trialling and testing of this product without the substantial outlay for the full size Salon Kit.

Great to learn with , in-salon teaching for staff members etc. It makes a lot of sense to have several profit centres available in your business.

Technical support material is supplied to all who buy or use this product and like most products you use, there are one or two tricks you need to know about to get the top results.

To discuss the products further please email go30nails@gmail.com or, admin@go30nails.com and a full info pack and price list will be sent.

INDUSTRY NEWS INDUSTRY NEWS

Mocha Group are excited to champion the best in beauty around the country with announcement of the Finalists for the Australian Beauty Industry Awards 2022. After a few challenging years, Australian beauty businesses and makeup artists are now looking ahead to the exciting the opportunities that await as the country recharges. Launched in 2012 by esteemed trade visionary Linda Woodhead and the Mocha Group team, the ABIAs are the trusted national award platform which provide a benchmark of excellence across both specialist and individual categories in beauty and make-up.

Following the cancellation of recent gala award ceremonies due to COVID restrictions, plans for this year’s gala event are full steam ahead with the most aesthetically clinical, creative, and entrepreneurial minds in the country set to gather together to celebrate their industry. The Star, Sydney will now play host to what is sure to be an evening to remember for these beauty icons.

The awards offer a wide variety of categories which highlight the leaders and experts in their field and encompass the full breadth of the industry’s diversity. As part of the awards’ constant evolution to reflect the latest global trends and developments, 2022 has seen a new category for the ABIA’s- Dermal Clinician of the Year. The acclaimed program which supports and spotlights next-gen talent, Beauty Squad is also be back with winners to be announced at the gala event.

Linda is excited to announce these hard-working Finalists;

“2022 has been our biggest year yet as far as entries with the sheer volume of high-quality submissions testament to the strength of our industry. So many of our beauty and make-up experts are operating at a global standard and we are thrilled to honour their innovation and skill. I’m so incredibly proud of all of our industry and the Mocha team can’t wait to celebrate in person!”

AUSTRALIAN BEAUTY INDUSTRY AWARDS 2022

21st August 2022. The Star Sydney 7pm – 11pm

Facebook: Mocha Beauty Australia

Instagram: @mochabeautyaustralia #abia2022

TICKETS ON SALE NOW: www.mochagroup.com.au/shop

21st August 2022. Tickets on Sale NOW!! www.mochagroup.com.au/shop

ABIA Founder and Owner, Linda Woodhead MC Will Fennell 2019 ABIA - The Star, Sydney 2019 ABIA - The Star, Sydney

ABIA ‘22 FINALISTS ANNOUNCED

BEAUTY THERAPIST OF THE YEAR

Sponsored by mocha group

NSW/ACT – The Beauty Warehouse

QLD – Profile Salon Supplies

SA – SA Beauty Supplies

VIC/TAS – The Global Beauty Group

WA/NT – Elite Salon Supplies (National Wholesaler of the Year to be Announced on the Night)

PLUS, TO BE ANNOUNCED ON THE ABIA GALA NIGHT

HALL OF FAME

Sponsored by mocha group

HUMANITARIAN AWARD

Sponsored by mocha group

THE AUSTRALIAN SALON/SPA OF THE YEAR (4 Treatment Rooms or Less)

THE AUSTRALIAN SALON/SPA OF THE YEAR (5 Treatment Rooms or More)

Sponsored by mocha group

To be determined from points from the winners of the State Categories.

21st August 2022. Tickets on Sale NOW!! www.mochagroup.com.au/shop

HIFU - JUST AN AESTHETIC FAD?

BY 2021 ABIA Educator of The Year Nancy Abdou and Nina Nedelkovski

HIFU - what is it? How does it work? And does it really reduce facial volume that causes premature aging?

HIFU (High Intensity Focused Ultrasound) fractionally and specifically traumatises tissue, whilst maintaining dermal integrity around each traumatised thermal zone, thereby expediting wound healing, increasing skin tightening and enhancing dermal remodelling results. Fractional trauma is fast becoming the preferred method of controlled trauma, as it leads to consistent and predictable results. Keeping surrounding tissue intact and healthy, also enables higher cytokine activity, reduces downtime and risks of adverse events, such as PIHP. Further, there is zero incidence of infection, unlike fully ablative treatment options.

What is HIFU & How Does it Work?

HIFU was first used as an early stage cancer treatment in medicine, from there HIFU is now utilised in the aesthetic industry and has a wide array of treatment applications for both face and body. Treatment is extremely safe, has virtually no down time and provides comparable results to invasive surgery.

The inflammatory response that HIFU triggers, leads on to the other two stages of wound healing: proliferation and maturation or remodelling, causing fibroblast synthesis and jumpstarting neocollagenesis, followed by remodelling of the collagen fibres. The secondary effect HIFU is set in motion by heatwhen tissue is exposed to substantial heat, noticeable skin tightening and contraction can be seen.

HIFU waves bypass the epidermis and converge at specific depths, which then induce cellular vibrations within molecules, triggering friction leasing to thermal damage and denaturation of the proteins in collagen, at approximately 6070 degrees. Because HIFU can bypass certain depths, HIFU can reach depths that lasers and light based devices can’t and can do so safely on most Fitzpatrick types. By using very specific depths of penetration HIFU targets and address epidermal-dermal junction, the dermis, SMAS or the subcutaneous layer of the skin. Beams of intersecting ultrasound energy are delivered, which is focused by an ‘acoustic lens’ to bypass the epidermis and travel directly to the targeted depth. Below is a simple example of how some of the most common HIFU depths produce very different end points.

1.5mm targets superficial dermis, (similar to needling), but without epidermal damage or disruption

3.0mm targets connective tissue of deeper dermis (collagen zone)

4.5mm targets SMAS layer – this deeper collagen structure; tightening and regeneration of this layer results in skin lifting and contouring of the jowls.

What is SMAS anyway?

Playing an important role, the superficial musculoaponeurotic system (SMAS) is a layer of connective tissue that helps to support and shape the face. The SMAS is located between the skin and the underlying facial muscles, starting at the bottom of the facial bones and extending up to the dermis.

This system plays an important role in facial expressions, as it attaches to the muscles of the face. In addition, the SMAS helps to hold facial fat in place and provides support and foundation for skin. As we age, the SMAS begins to deteriorate and loosen, leading to wrinkles and sagging skin.

When the SMAS is lifted, it can help smooth out wrinkles and give the face a more youthful look, which is why the SMAS is often referred to as the “facelift layer” because it can be surgically lifted or repositioned to change the contours of the face or on the other hand, it can be treated less invasively, with aesthetic devices such as HIFU, to help lift and define the face.

Do we really need to prep for HIFU?

Yes, it’s true that HIFU is extremely safe and has a very low risk of adverse events, however, like any aesthetic treatment, if we want to obtain the absolute best results for our clients, prepping is simply non negotiable. Clients should be prepped for a minimum of 4 weeks with the usual

30 Beauty Biz Year 15 Issue 4 > DERMAL

over a year, depending on age, diet, medical history and lifestyle. HIFU can safely be combined with other treatments to further results.

The HIFU Glow Facial is becoming increasingly popular, deservedly so, the epidermis and upper dermis are targeted at 1.5mm, resulting collagen regeneration and a radiant, more youthful appearance.

HIFU treatments are excellent for:

• Skin refining (removes fine lines, including lip lines and forehead)

• Skin plumping, toning & smoothing (reduces pore size)

• Reduction in Scarring (including acne scarring and stretch marks, but NOT keloid)

• Skin tightening, lifting and facial contouring

• Selective and wanted fat reduction for the body

• Cellulite reduction

If you want to learn more about HIFU or discuss devices, get in touch at info@dermalandlaser.com.au Our recent Advanced HIFU Workshop is an excellent starting point if you’re curious about the treatment or if you have been performing HIFU and aren’t getting those amazing results!

We cater for the modern consumer with textures sensations but importantly our skincare, liquid and baked foundations have a near-cult following and high levels of repeat purchases.

- No Toxins

- Cruelty-Free

- Vegan

- Effective

- Quality

- High Potency

- Talc Free

- Sustainable Palm Oil

- Non-Comedogenic

- Recyclable Packaging

With a range of products spanning active clean cosmeceuticals, our skincare is used by aesthetic clinics, plastic surgeons, spas, and salons.

“The greatest entrepreneurial skill is to see the opportunity and grab it ﬁercely with both hands”

For information on how you can partner with us, call Issada head office - 07 3904 2288

www.issada.com

Deb Farnworth-Wood

PROUD SPONSOR OF

BRIGHT AND SHINY THINGS

By Alanna Douglas

The overwhelm that comes from being amongst all the devices you have ever dreamt of having in your clinic at expo is next level. Then the deflation that follows when you realise it’s not in the plans right now for you, and you can’t have the shiny device is not so fun!

I want you to know that it is absolutely ok not to have everything under the sun in your treatment room, in fact in my experience being very specific about your treatment offerings is actually a good idea!

So, this begs the question do I need all the devices and all the things? As with all my explanations I am going to grace you with a short and long answer, you’re welcome! So short answer, no you don’t have to do every device under the sun! In fact, one or two good investments will help build your skin empire without breaking the bank and deliver more $$$ into your bank account. I will touch on my must haves a just a minute.

Now here is where my longer answer gets started, strap yourselves in and grab a cuppa we may be here for a hot minute! So, my list of devices that I want to have is rather long. My dream is to have fractionated resurfacing for skin texture, wrinkles and scarring. A long pulse Nd Yag for leg vein treatments and laser genesis. Non ablative fractionated for tissue remodelling, tightening and stretchmark revision. Radiofrequency micro needling for post inflammatory erythema and tissue tightening. Finally, Radio frequency skin tightening because it’s amazing. Now if I was to add all of my wish list up its close a cool half a million, yep you read that right. Specialising in skin is a great business idea but it also requires a lot of investment in further education and treatment devices.

I know I will get there one day, and when it happens, I will be a very happy camper! But while my dreams are still pending, I am treating skin and getting the same results with what I’m doing now. Are the results as quick as using a device, no but I still get them, and my clients are happy. This is what I use to measure where my gaps are in my offerings and what my next investment will be. It must be strategic! Because at the end of the day we need to be profitable! Now, one thing I do want to remind you of machines aren’t the only thing that will transform your offerings and profitability. Knowing what you are talking about, having confidence in the treatment room, being able to consult and prescribe and having a fire in your belly for getting results is also part of the recipe.

You can have every machine under the sun and still not be profitable because your knowledge isn’t there. Yes, you get trained when you buy the device, but where is the ongoing learning. It’s like when you first learn how to drive you get your licence because you have ticked the boxes and completed the exam. But when the learner

plates come off you have so much more to learn! This is why I love treating skin so much, it’s never the same and we learn all the time. Further to that this is why I created Skin Freak Academy and now my Skin Sisters Group for my course graduates, I will tell you more about that in a bit. I know what it feels like to be all excited once you have learnt something new, then get into your treatment room and go um…………. I don’t know what to do! Or you second guess your skills and put what you have learnt to the side and go back to what feels safe and what you have always done.

This is not how we grow! The first step is making the time and space to grow and learn, then comes the practice, practice, fail, practice, nailed it! It’s a process and something that I have learnt time and time again. My courses teach you dermal science with a science based but real approach. Everything I break down to make it relevant to how you learn and remember! When you finish course with me, I don’t leave you hanging, this is where I invite you to become a member of Skin Sisters. I am there to be your support, to ask the questions and to take your knowledge to the next level. This is where I teach high level dermal therapies and things that you won’t get taught in class. Even if you don’t offer the things that I teach in this group it is so essential to understand devices and treatments out there so that you can use what you have to get a similar result (I teach you how to do this too). From transitioning your client off contraception to layering modalities like skin needling and peels, using laser to treat pigmentation, dominating your consultations, working on your mindset and above all I am there as your personal cheerleader! I have treated

clients with all types of skin and all classes of lasers and lights over the years. I may not own all of them, but I sure know how to use them!

Which brings me to what I have in my clinic, my top 4 must haves are peels, skin needling, LED and IPL. All these modalities can be manipulated to so many different skin types and deliver fantastic results. If you have been following me for a while you would know that I LOVE peels! I would love to continue your education and connect with you in my Peel Perfectionist course or on social media make sure you follow @skinfreakacademy.

My final piece of advice I will leave you with, you don’t have to have all the things! So, when you are walking around at expo, take it all in absorb it and then decide when you have had a few days to process. If you need advice about making an investment in a device that will build your skin empire, we can chat too! www.skinfreakacademy.com.au

32 Beauty Biz Year 15 Issue 4

Book yourself in for a 1 to 1 session today!

> DERMAL

THE ROLE OF KERATINOCYTES IN ATOPIC DERMATITIS/ACZEMAPart Two

By Gay Wardle

In the first part of this article, we covered

• Roles in epidermal structure

• Roles in barrier proteins

• Epidermal-dermal Junction

• Immune regulation

Summary of part one: The keratinocyte is the principle cell in the epidermis and is responsible for generating and maintaining the integrity of the epidermis. Besides being the structural foundation of the epidermis, keratinocytes also possess functions capable of interacting with their environment immunologically.

In part two we will cover the role of the adaptive immune response and barrier proteins.

Dermatitis is a highly pruritic, chronic, multifactorial skin disease that is predisposed to bacterial and viral infections that are based on abnormalities of the innate and adaptive immune system. The innate system is quick to mobilize a first-line response against different pathogens.

The keratinocyte cell will initiate a response with T-cells with both the innate and the adaptive immunity of the skin. Dermatitis/aczema lesions have many inflammatory CD4-T-cells which accumulate in both the upper dermis and epidermis. There have been studies showing these T-cells are mostly activated memory T-cells that express cutaneous lymphocyte antigens. Antigens are presented to the T-cells by the keratinocyte cells when there is inflammation which in some cases can increase an autoimmune disease.

Epidermal barrier dysfunction results in increased protein allergen penetration through the epidermis and predisposes to secondary skin infections.

Where there is a combination of a genetic predisposition for skin barrier dysfunction and dysfunctional innate and adaptive immune responses leads to a higher frequency of bacterial and viral skin infections. The innate immune system quickly mobilizes an unspecific, standardized first-line defense against different pathogens. Defects in this system lead to barrier dysfunction which results in increased protein allergen penetration through the epidermis and predisposes to secondary skin infections.

The innate and adaptive immunity do not simply coexist but are linked to one another in a complex network of skin immunobiology.

Keratinocyte`s barrier proteins:

The most important cytokine in the helper T-cell subset 2 family is IL4 and has a significant involvement in the development of dermatitis/ aczema. There is a substantial reduction in serum levels of immunoglobulin E, which is

essential for allergic skin reactions. Further studies have clearly demonstrated that IL4 negatively impacts keratinocyte`s abilities to produce the essential epidermal barrier protein production. There is a protein called Involucrin which is one of the skin`s barrier proteins that is produced by keratinocyte cells. This protein is either very low or not there at all in a skin that has dermatitis/aczema. There was a study that determined if IL4 could have an impact on involucrin and it was completed over a 24 hour period where different levels of IL4 were administered to skin cells. It was found that immune dysregulation with IL4 leads to a reduction of the skin barrier protein involucrin which caused an impairment to the skin barrier.

Another kin barrier protein produced by the keratinocyte is loricrin, and this protein has been also found to be either absent or very low in dermatitis skins.

Like involucrin, loricrin was also downregulated by IL4.

Combinations of IL4 and IL13 were found to reduce filaggrin which is another very important barrier protein. Add to this Th2 cytokine in combination with IL4 and IL13 filaggrin was further reduced which increases the dermatitis lesions. The combination of IL4, IL13 and Th2 cytokine reduced the mRNA of the protein filaggrin.

The reduction of filaggrin seems to be immunemediated rather than gene-based.

Corneo-desmosomes are the proteins that hold and connect the corneocytes together, IL4, IL13 and Th2 cytokine decrease these desmosomes which increases the desquamation process. This in turn disrupts the barrier function.

Interestingly, dermatitis that is related to IL13 and Th2 cytokine, will have an impact on type IV collagen which is the collagen that connects the epidermal junction.

The three cytokines IL4, IL13 and IL31 which are commonly found in dermatitis will reduce claudin-1 with is a tight junction protein. This seems to be a result caused by the inflammatory process.

Th12 cytokines and keratinocyte`s immune barrier proteins.

It is well known the people who suffer from dermatitis/eczema will have frequent, recurrent, and at times severe infection that are caused by the impairment of the barrier where bacteria and viruses have a portal of entry.

Besides impact of the physical skin barrier proteins where the skin is broken, itchy and painful, IL4 and other Th2 cytokines will have a negative impact on antimicrobial proteins that are produced by keratinocyte cells.

Eventually the skin is scarred and discoloured from the continued assault and infection.

Keratinocytes are the major cell in the epidermis, they have a very important function for the production of many proteins that are essential for formation of the barrier function of the skin. They also play an integral role in the immune function of the skin`s barrier and its function in protecting the lower layers of the skin. When the structures of keratinocytes and their products are weakened internally, the physical skin barrier and its integrity will be under threat. Their protective and cohesive functions will be reduced, which will allow pathogens and allergens to enter the skin.

From an immunologic perspective, keratinocytes possess the machinery to synthesize various immunologic components that can affect the immune milieu of the skin.

When the immune milieu is altered internally, keratinocytes can be affected in two ways. The immune milieu that has been altered can trigger proinflammatory responses from keratinocytes, which leads to vicious cycle of inflammation. Secondly, the altered immune components could have significant impact on the keratinocytes, including the effectiveness of the keratinocytes to provide immune skin barrier and healthy immune functions.

The keratinocytes play such important roles for the epidermis and the skin in general.

www.gaywardle.com

education@gaywardle.com

34 Beauty Biz Year 15 Issue 4

> DERMAL

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DISCOVER WHY MICRONEEDLING

BY

DERMAPENWORLD

IS THE NUMBER ONE CHOICE

MOST TRUSTED SOLUTIONS TO ANTI-AGEING

One of the biggest skin concerns your patients will turn to you for professional help is ageing—be it fine lines, pigmentation, enlarged pores or dry & dehydrated skin. While you can’t stop the ageing process, with Dermapen microneedling it’s possible to slow down the effects and even reverse signs of ageing in your patients.

World-leading solutions in anti-ageing DermapenWorld pioneered microneedling in 2010 and we’ve always maintained the ‘gold standard’ in microneedling. Since its introduction to the world stage, there have been imitators come into play, however DermapenWorld has continued to innovate & revolutionise the microneedling market, and fans can’t get enough.

Backed by years of research and prototypes that offer superior design, comfort, versatility and results, Dermapen by DermapenWorld is a name you can trust. With more than 4 million Dermapen Treatments performed worldwide, discover how you too can join leading practitioners to rewrite the skin journey of your patients.

Microneedling explained

Unlike techniques that plump the skin with fillers, microneedling is a completely different system offering amazing results for many skin concerns—not only anti-ageing. And in many cases, results are visible after just one session.

So, what exactly is microneedling?

Microneedling is a skin renewal procedure that stimulates the body’s own repair and renewal process to increase collagen and elastin production. Micro-fine needles are adjusted to different depths and speeds to create fractional puncture channels on the surface of the skin. These micro-channels carry a MesoGlide™ serum (more on this later) deep into the skin to deliver healing nutrients that help correct your patients’ specific skin concern.

Microneedling helps eliminate unwanted fine lines, wrinkles and blemishes on the face, but it can also be used on different parts of your patients’ body such as hands, neck, décolleté and abdomen. In fact, anywhere in need of a collagen boost to repair thinning, sagging, sun-damaged or problematic skin.

With state-of-the-art features and cutting-edge technology, the current device; Dermapen 4, is taking the world by storm. When performed correctly and in a sterile environment, Dermapen microneedling is clinically proven to provide rapid & impressive results—real wins your clinic can deliver to patients.

Dp Dermaceuticals

At DermapenWorld, we are not only the most trusted name in microneedling, but we offer a complete system to help you achieve the best outcomes for your patients. Our Dp Dermaceuticals skincare products are nonnegotiables when microneedling.

Packed with powerful actives to target specific skin concerns, Dp Dermaceuticals are formulated to complement microneedling— before, during and after treatment. This allows you to provide holistic, bespoke solutions to your clients—preparing their skin prior to

commencing in-clinic treatments, followed by after care and on-going care between sessions. Collectively they promote noticeable results faster.

MG-Collection

Meso-GlidesTM play an important function during microneedling and DermapenWorld’s MG-Collection is skin technology innovation at its best. Designed exclusively for professionals, the serum helps your Dermapen 4 device glide across the skin, while allowing its active ingredients to be needled in.

As a solution for anti-ageing, MG-HA35 and MG-HA35+ contain an unprecedented potent dose of hyaluronic Acid (HA) which helps reduce the appearance of fine lines and wrinkles with visibly plumper, radiant skin.

With six formulas in the range, use the potent serums when microneedling to help patients with other common skin concerns including hyperpigmentation, atrophic scars, stretch marks, acne and rosacea.

DermapenWorld continues to lead

Over the years DermapenWorld has won many awards. Most recently, we were awarded the Most Trusted Microneedling Pen & Skin Treatment Device Provider –Australia, in Global Health and Pharma Magazine’s 2022 Global Excellence Awards. This accolade is a testament to the quality of our product on our shores, but it doesn’t stop there. With DermapenWorld products exported to 70 plus countries and adopted by more than 10,000 clinics, it really is the number one choice in skin rejuvenation. Isn’t it time to lead your patients to better looking skin?

Enquire about becoming an Authorised Treatment Provider.

Visit dermapenworld.com/contact-us

> DERMAL

Rewrite your patients’ skin journey with

The world’s original & most trusted microneedling device

With cutting-edge technology, Dermapen 4™ is a game changer in rejuvenating and restoring skin. As the most trusted microneedling system on the market, you can provide real solutions to your patients’ skin concerns with conﬁdence.

Dermapen 4™ delivers outstanding results in reducing the appearance of:

ﬁne lines and wrinkles

acne

scars

pigmentation

rosacea

... and so much more!

MG-Collection

Meso-Glides™ are potent serums containing active ingredients. Designed to be used during in-clinic microneedling, you’ll deliver enhanced results, faster.

MG-Collection’s MG-HA35™ and MG-HA35+™ are specially formulated for anti-ageing. Rich in Hyaluronic Acid (HA), they’ll help reduce the appearance of ﬁne lines and wrinkles for visibly plumper skin.

Real people, real results

Put your trust in Dermapen 4™ and rewrite your patients’ skin journey. Scan the QR code to enquire about becoming a DermapenWorld™ Authorised Treatment Provider.

Before After Before After

THE TOP 5 MISCONCEPTIONS ABOUT EYELASH EXTENSIONS!

By Joy Crossingham

Heard some interesting rumours about Eyelash Extensions? Let us set the story straight!

1. Eyelash Extensions are damaging to your natural lashes.

Ok, so this one is partly true. Eyelash extensions can be damaging if they are not applied safely, or if the lashes that are applied are too heavy or long for your natural lashes to hold.

Over time, unsafe extensions can cause your natural lashes to fall out prematurely, creating gaps in your lash line or pulling them downwards until they begin to grow that way permanently.

At my Brisbane Lashes salon, we pride ourselves on providing safe, long-lasting, damage-free eyelash extensions. If your lash extensions are drooping or causing you any irritation or discomfort, get in touch with us – we’d love to help you restore your natural lashes to their former glory!

2. You should take regular breaks from getting Eyelash Extensions.

This myth is also grounded in some truth. There are definitely some instances where we recommend clients take a break from getting extensions, for example:

• They are developing some sensitivity to the products we use,

• They have had some damaging extensions removed and need to give their natural lashes some time to recover, or

• Their natural lashes are shedding at an unusual rate due to illness, medication changes, stress or other lifestyle factors. However, most of our clients rarely take a break from getting extensions (aside from forced breaks when we were all in lockdown!).

We have many Brisbane Lashes clients who have been getting their lashes done regularly for many years, some more than a decade, and their natural lashes are as healthy as ever!

3. If your extensions are falling out, it’s because of bad glue. Sorry, but unfortunately, this is not often the case. It’s extremely rare for there to be a ‘bad batch’ of lash adhesive.

For most clients, if their eyelash extensions are falling off the natural lashes quickly, it’s either because the aftercare instructions weren’t followed properly, or because there was something on their natural lashes at the time of their appointment. Even though we cleanse your lashes thoroughly before applying any extensions, it can take several days of cleansing to remove the build-up of heavier moisturisers, sunscreens and other cosmetics.

This is why it’s so important that you invest in a good eyelash extension cleanser, and use it regularly, even a few days before you get your first set of lashes on to help ensure their longevity.

4. Eyelash Extensions last a long time. When eyelash extensions are properly applied and the aftercare instructions followed perfectly, your extensions should grow out with your natural lashes, rather than simply fall out on their own.

In theory, that means each extension should last the life of the natural lash it is attached to. However, each of your natural lashes will be at different stages of their life cycle and typically grow much faster when new and then slower as they approach the end of their lifecycle. This means it is very normal for a person to lose anywhere from 3-5 natural lashes per eye per day. So, you could lose an average

of 28 lashes (with or without extensions) per eye in a single week!

This is why we recommend that clients return every 2-3 weeks for a refill – this lets us refresh your lashes and keep them looking their very best by removing any extensions that are outgrown and dangling, and replacing extensions on naked natural lashes.

5. You can have whatever length and thickness extensions you want. While it might feel like your lash stylist is sprinkling magic on you, unfortunately, we aren’t wizards, and what we can create with our skills is actually limited by the length, number and health of your natural lashes. Perhaps a better name for eyelash extensions would be ‘eyelash enhancements’. For the health and safety of your natural lashes, we are generally only able to use extensions that are around 2mm longer than your existing lashes. If your natural lashes are short and sparse, you may not be able to get that strip-lash effect volume set you had set your heart on.

But don’t be discouraged; a professionally trained lash stylist will always do their absolute best to give you your dream lashes while keeping your natural lashes safe and healthy.

www.lashjoy.com.au

38 Beauty Biz Year 15 Issue 4

> BEAUTY

Visit dermaviduals.com.au/for-clinics by derma aesthetics

the way you treat skin. Customisable solutions for your client’s skincare needs using groundbreaking technology alongside the purest of ingredients to treat all skin types and conditions.

Change

BUILDING CONFIDENCE AT WORK

By Charlotte Ravet

In recent years, it has become more challenging for artists, makeup artists, hairdressers, or beauty professionals who simply love what they do to build their confidence. In my role as a trainer and freelancer, I have seen the industry evolve over the past 15 years. I have also reflected on what inspires me and what could be done differently. I am taking this opportunity to talk to other professionals to share my thoughts and some changes I have made to keep a healthy relationship with the work I love.

I find that the most challenging part of my job is not taking things personally. We do work that we are all passionate about, but as with any work, we can be confronted with feedback from clients, colleagues, and relatives. Feedback can be positive, constructive, or negative sometimes, and I believe it happens to everyone who works with people’s images. We all have those days at work when we have tried our best to satisfy a client but do not achieve the desired result. Clients sometimes provide feedback; sometimes, we are unhappy with the results.

Whenever I didn’t reach something, I was really happy with, I used to be upset. As you read it, I am sure we all want to do things perfectly. As with any job, we can have some great successes and some failures or deceptions, and that’s ok, it can happen. Learning from bad experiences also helps to grow and avoid making the same mistakes.

WE CAN’T PLEASE EVERYONE:

As beauty professionals, we deal with people’s personal images, and there is only so much we can do. Clients sometimes come to us with high expectations of the outcome we can deliver, but we can’t always meet all expectations. Conducting an in-depth consultation is crucial to understanding what the client wants and setting realistic expectations. I have found that taking the time for these steps has helped me communicate better with my clients and reach a positive outcome at the end of the service.

YOU SHOULD ENJOY MAKING PEOPLE BEAUTIFUL!

It’s very healthy to be in an industry where our goal is to make people attractive. When I can make someone feel great in their skin or when I see a beautiful face and dream of creating makeup on it, I am very happy. Personally, it has helped me a lot with my self-confidence, as I am more relaxed about my appearance. I have learned that beauty is also a vibe, a charisma, and the way you make people feel when you are around them. One time I did makeup on an 80-year-old woman and thought, “How beautiful she is!”. With or without makeup, she was beautiful just the way she was, bubbly, smiling, and with these kind eyes.

TAKING TIME OFF:

We all learned to do nothing during the pandemic, and it felt great for a time to learn how to live differently. When I was not working, I always felt guilty because I thought I could do something to advance my career. Besides, I love what I do, so why not do it all the time? Success comes with a lot of work, but to maintain a healthy relationship with my work and others, I have learned to become more detached and to give myself time to resource and spend time with my loved ones. Moreover, it allows me to step back and reflect to come up with new ideas and inspiration.

WE CAN’T ALWAYS HANDLE EVERYTHING! Social media, accounting, calendars, networking...In addition, to provide the best service to our clients, most of us also have to run a business as a freelancer or business owners.

Some days I panicked because I didn’t have the time or knowledge to do everything. Looking after the business whilst building a network and working at the same is not always easy. I have found it helpful to schedule my week or month with things I can do to work on the business and work in the business. Some days are spent on admin, some days on paid jobs, and some days are spent learning new skills and exploring creativity. I have also researched software’s that help a lot with accounting and marketing.

FIND YOUR NICHE:

With the constant flux of information on social media, I felt it was sometimes challenging to follow the trends and be inspired to create or try something new. But I am now looking at it as everyone has their own niche and skill set. I enjoy looking at inspirational work online and seeing what I can do and what I can admire. I feel my business has also benefited from focusing on doing one thing better rather than trying to do too many different things.

DON’T STOP LEARNING:

I enjoy learning constantly. My trainer told me once: “The day I feel I know everything, the day I feel my work is perfect, I will change career.” This has been a mantra I refer to after every job. There are always things to improve, but the most important thing is to take it in a positive way, to learn, grow, improve, and celebrate small successes.

40 Beauty Biz Year 15 Issue 4

> BEAUTY

INNOVATION IN LASH & BROW LAMINATION

• UTILISING A CYSTEAMINE HCL ACTIVE AND CONTAINING NO THIOGLYCOLATE ALLOWS FOR GENTLE AND EFFECTIVE LASH LIFT/LAMINATION RESULTS WHICH MINIMISED THE CHANCE OF OVER PROCESSING

• VEGAN FRIENDLY FORMULATION

• LASTS UP TO 6 TO 8 WEEKS, WITH REDUCED CHANCE OF UNRULY GROW OUT IN THE LASH GROWTH CYCLE.

• A SYNERGISTIC SYSTEM THAT INCORPORATES RE-GEN NEXT GEN, CONTAINING AMINO ACIDS, SERINE, THREONINE AND ARGININE AND BOOSTING HYDRATION.

AUSTRALIAN BORN GLOBALLY LOVED

www.elleebana.com info@elleebana.com @elleebana elleebana

UNLEASH YOUR NATURAL BEAUTY

JANE TRUONG

LUCIE STAUFF

JESSICA VEGAS

BELLE

AVA

NADIA DUCA

ABIA BRIDAL/FORMAL MAKE UP ARTIST OF THE YEAR FINALISTS

As part of the annual ABIA, we celebrate the best of the best in the world of Make Up Artistry.

The Best Bridal and/or Formal Make Up Artist of the Year is judged on a collection of work as well as written information showing career history, work completed, promotional and industry activity during the award period. Judged by an esteemed panel of judges we are proud to present some of the photographic work of our 2022 finalists

Winner to be announced at the ABIA Gala Night, 21st August 2022 at The Star, Sydney

2022 ABIA FINALISTS

Ava Belle

Jane Truong

Jessica Vegas

Lucie Stauff

Nadia Duca

Pearlin McCarthy

Shiree Collier

Sue Frey

Tanya Golden

Tyneale Hahn

LINDI BESTER

MARLENE OLSSON

AVA BELLE LUCIE STAUFF

ABIA EDITORIAL/SESSION MAKE UP ARTIST OF THE YEAR FINALISTS

As part of the annual ABIA, we celebrate the best of the best in the world of Make Up Artistry.

The Best Editorial/Session Make Up Artist of the Year is judged on a collection of work as well as written information showing career history, work completed, promotional and industry activity during the award period. Judged by an esteemed panel of judges we are proud to present some of the photographic work of our 2022 finalists.

Winner to be announced at the ABIA Gala Night, 21st August 2022 at The Star, Sydney

2022 ABIA FINALISTS

Ava Belle

Lindi Bester

Lucie Stauff

Marlene Olsson

Nadia Duca

Shella Martin

Shiree Collier

BLOG spot

The Power of LAUGHTER!

By Julie Cross

When was the last time you had a big belly laugh? As we continue to move through the aftershocks of Covid and all the challenges that Mother Nature has also brought to so many, laughter is more important now than ever before.

I think that we sometimes forget that it is still OK to connect to laughter and joy through the tough times. In fact, it is imperative for your mental and emotional health that you do.

So often after my SHOWS, and again especially just recently, people leave saying that was the best laugh that they had had in ages … and I know through hard times we can almost forget to connect to lightness and laughter.

We know that babies and toddlers laugh so much more than adults, and some would say it is because they are unaware of dealing with life and all its responsibilities but I suggest to you that the adults that still embrace laughter don’t do it because they don’t have any challenges they do it despite those challenges, and in fact they know that laughter can be the foundation that gives you the energy, the hope and the courage to get back up through tough times. Research tells us how important laughter is, it is important for our emotional well-being. Think about how much better you feel after you have had a big laugh, you feel re-energised, lighter, brighter and in the next conversation you have will be one of your most authentic moments, because laughter relaxes you back into who you really are. Laughter releases endorphins into our system and that is why we get that natural high. Haven’t you been so tired that you found yourself hysterically laughing at something that wasn’t really funny and when you tell somebody what you are laughing at they give you ‘that’ look… like it is really not that funny, but you just can’t help yourself! Well that is your body knowing you needed a release of endorphins to lift your energy so it finds something to laugh at, even something only remotely funny, and the magic happens.

The American Activist Clarence Darrow said, ‘When you lose your ability to laugh, you lose your ability to think.’ So laughter is also good for business. Laughter and lightness is where creativity and flow is found and sometimes it will be in this state we come up with our most brilliant business ideas and marketing strategies.

Laughter connects people and in fact we crave it. Dating sites (not that I have been on them too often, lol), now have an acronym that is one of their most used. ‘Must have GSOH’ (Good sense of humour), yes, it seems we are actively seeking this in our lives.

A team that laughs together achieves together and also creates a winning vibe, a vibe that attracts clients so find ways to connect your team and have them laughing together and you will have a happy, high achieving workplace.

And how about connecting with your customers, laughter forms a great connection and people buy from people they feel connected

with, so find ways to share some moments of lightness and joy with your clients. If they go out with not only their skin and body looked after but their soul lit up with the gift of laughter then you will be winning them back every time.

Having a great sense of humour all starts with having the ability to laugh at our selves. Don’t take yourself to seriously and don’t let us be too precious about seeing the funny side of ourselves and the things we say and do. It is difficult to share fun and laughter with people who take everything personally or who are constantly thinking people are ‘having a go’ as opposed to just having some fun.

With the focus on ‘political correctness’ (and I agree there has to be an awareness of what is appropriate, respectful and kind), but with that focus it seems, and it is usually what happens, it goes to far the other way and now people don’t know wether to laugh in case it offends somebody, hurts somebody or will be seen as ‘unprofessional’, and then everybody just stopped laughing, and that is about the worst thing we can do. Don’t go through life looking for reasons to be offended, go through life looking for reason to be fascinated and joyful.

In times of increased stress, depression and anxiety, laughter has an amazing ability to heal. Not all anti-depressants come in a blister pack.

I know for sure that I would not have been able to deal with my husband having a stroke, my son being diagnosed with Autism, and then my husband passing away, and being a single Mum, still dealing with Autism and grief … well I would not have got through it all without my sense of humour.

On a recent trip to Africa my safari tour leader introduced me to the locals like this, ‘This is Julie, she is from Australia, and she is the happiest girls in the world’. Now my children would introduce me differently!

Now, I was pretty happy to be introduced like this on this occasion and hear that is what I was projecting into my world, because we collect what we project. And remember I am happy not because I have not had any problems or challenges, pain and hurt… I am happy despite them.

You deserve laughter and joy in your life and lots of it! So go laugh it up.

See you soon!

46 Beauty Biz Year 15 Issue 4

/DatelineImportsAustralia @datelineimports

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PURPOSE MATTERS

By Paul Frasca

Finding your purpose is a journey. For many people, the COVID-19 pandemic shifted their perspective and re-focused their priorities. Today, we’re seeing people who want to live their values and want to support brands that do the same.

Sustainability is critical to the future of our planet and our economy. Here at Sustainable Salons, we’ve been talking about this for ages, but the idea seems to have cottoned on. It’s hard to ignore. NSW has experienced three catastrophic flooding events this year alone, and you don’t need to be a weather expert to see that the climate seems to have gone crazy here in Australia and across the whole planet.

Australians are seeing how our over-consumption and wasteful habits impact the world we live in. The flow-on impacts of environmental degradation are hard to miss. The massive increase in food prices following NSW’s floods should be indicator enough. We’re living in a profoundly unsustainable way, and the natural world, our wallets and the safety of our communities are being impacted like never before.

We’re years and years behind in transitioning our energy grid away from fossil fuels and towards renewable, clean energy sources. We as a species need fuel sources with longevity, not finite fossil fuels. We knew this day was coming but collectively chose to look the other way. We made money at the expense of the planet and our communities. Over the last ten or so years, however, a change in mindset has crept in. Profit is no longer king, and we’re focusing on the other two important ‘P’s - people and planet.

Over the past decade or so, there have been many catalysts that have shifted this thinking, but COVID-19 was a big one. Spending more time in our communities, with our families and nature (the one place it was easy to stay 1.5m apart!) triggered a re-calibration. We started asking ourselves tough questions like ‘what kind of world are we leaving behind for our kids?’ ‘what kind of legacy do we want for the future of our species?’ ‘what is the purpose of my life?’ These questions have no easy answers, but asking them spurred a kind of awakening.

Employers saw this change too. Left, right and centre, people handed in resignations. They were sick of the commute, sick of coming home to their families late, and sick of working day in and day out without any clear sense of purpose. Suddenly, people were willing to take pay cuts to work for companies with a social purpose, work remotely, spend more time with their families and friends, or engage in hobbies. People were asking themselves: what makes living worthwhile? The answer certainly wasn’t a paycheck.

Have you stopped and thought about your purpose recently? The good news is that as a salon owner or employee, you can make a difference. The beauty industry is notoriously wasteful, but it doesn’t have to remain that way. There has never (and I mean this literally) been a better time to implement sustainability initiatives in your business. There is a hunger among society for businesses that see the need for change and are

dedicated to creating a brighter tomorrow for the next generation.

Don’t believe me? Look around at your local grocery store and notice how many brands that are front and centre on the shelves are ethically produced, fair trade certified, rainforest alliance certified, carbon-neutral, or even carbon positive. There’s no end to the do-good companies winning big with sustainably-minded shoppers. Eco-friendly is no longer counterculture; it’s as mainstream as can be, and businesses who don’t embrace it are missing out.

There’s a significant shift coming, both in everyday Australians’ hearts and minds and in industries around the country. For the first time ever, we’re seeing more metal being recycled than produced new. Soft plastics are going from being a wasteful product to a commodity that can have an extended lifespan through closed-loop recycling initiatives and can even be turned into fuel sources. Work like this minimises our environmental impact and is an economic boost too. It keeps money circulating in our country, working to improve Australians’ lives.

Now that you’ve read this article - are you thinking about your purpose? Do you realise that these things matter to you? I know taking a leap of faith can be scary, but trust that your clients will support you in your sustainability initiatives and trust that you’ll feel empowered by implementing them because you’ll be living a life of purpose.

Keen to join the movement?

Scan the QR Code to learn more

48 Beauty Biz Year 15 Issue 4

The SteamOff Nail Steamer is perfect for removing all nail products such as Acrylics, Gels, Gel Polish, Mani’s, Dip and Polygel.

The SteamOff remover warms up Pure Acetone speeding up your Soak Off processes, delivering an easier better result.

By heating up pure acetone and keeping it at a constant temperature, the moisture and steam work to remove the products that are on your nails.

The heat activates the Pure Acetone to perform more efficiently giving you results you could only have dreamed in less time.

Transform your nail removal methods with this revolutionary break though device .

AAB Fashion Pty Ltd 2 Ardena Crt Bentleigh East VIC 3165 Australia Phone: +61 3 9575 0600 Fax: +61 3 9575 0699 Web: www.aabfashion.com

BLOG spot

The Five Reasons You Should Book a Holiday Today

By Lisa Conway, the Zing Project

All through the pandemic, I never missed a beat, reinventing my business and like most of us pivoting on a dime. Like you I have not had a break in fact I’d say I have worked harder than I have in years.

Covid did a number on us all, some with physical health and others with mental health.

Yes, we closed our salon doors for a period but you and I both know that being forced to shut the door didn’t mean we switched off.

Sitting here in Bali I realise just how different it feels this time. I feel super grateful more so than I ever have. Appreciating all the little things like home-made almond milk, people on motorbikes without helmets and dogs that are free to roam the streets. Freedom to make your own decision is what I love the most about Bali.

I have been gathering intel on salon owning for years now and there is a strong correlation between those who are killing it in business, and they are the holiday takers. Eight weeks is ideal and ten is optimum if you want to avoid burning about as a salon owner. Salon owners who are successful take more time out. It’s not the secret, it’s a fact. The most successful ones know how to holiday.

They learn quickly that sharing the load is a winning strategy. Someone else can and will take the reins, handing over responsibility can be a challenge for most, and we will help you with this what I call Meerkat syndrome. It’s when you stretch your neck to look at what’s going on in every corner of the salon, like a Meerkat does. It sends the wrong message to your team and for most salon owners it can be the real challenge.

Most salon owners are unintentionally casting a shadow over their team. Very difficult for the sun to shine on the team member if you are locking the view. The best place for you the salon owner is to be on a holiday and here are 5 reasons why.

1.Time.

The hustle to get away means you get shit done no fluffing about with the “I’ll do that one day “you just do it. The date itself means you will get busy before you leave and finish all the things you want done before you go. Most of us complete a ridiculous number of tasks before we board a plane, so a deadline is a great motivator.

2. Team.

Your need space to fail, it’s how we learn. If you are there swooping in catching the ball at the wicket stumps you are actually stunting their growth not to mention killing any initiative, they are fostering. Stop doing that and getting out of the way completely is as good a way as any. We learn from our mistakes, so welcome mistakes.

3. Creative You.

If you are the entrepreneur, you say you are then you are the creative one, ideas person, the visionary. Most entrepreneurs don’t allow enough space to nurture their creative self. Owning a business and supporting a team often means that your creative side dries up. You want to be very careful that your creative juices don’t dry up. Getting caught in the day-to-day weeds of running a business can suck the life out of the creative you. Getting away to refresh yourself to reboot is what is needed. Get up high enough to see a 50,000-foot view of what your business needs is important. Over thinking kills passion. You need an unemotional view and that is impossible if you are too close to the problem. Distancing yourself emotionally, requires you to not hear every little she said, he said.

4. Stepping back

See what breaks in your absence and see who fixes it. Take your hands off the steering wheel. You can’t do that unless your get completely out of the picture. The team are more than capable to solve the “what breaks”. Maybe nothing breaks! It is what makes them resilient and helps them to grow.

5.Trust

You need to trust the team. It is a foundation piece in your success. I have always said “if you can’t give everyone on your team a key to the front door of the business or you don’t want them to come to your home for a meal with your loved ones, then they are not the right fit, for you”. Do the work, find the right fit, don’t be near enough is good enough because it’s not. End of story. The right people want you to have BOJ (business owner joy) . They champion for you, and they will support you to have a shit load of time out.

For more salon wisdom, email me at lisa@zingcoach.com. au, visit my website, find my video tips on YouTube or read my books, all available in paperback , eBook, and Audio www. thezingproject.com.au

50 Beauty Biz Year 15 Issue 4

I didn’t realise just how much I needed a holiday until I had one. I have had an incredible run health wise and managed to escape a positive test so far.

BLOG spot

Personable vs Personal. Why It’s Essential to Keep Salon Relationships Professional

By Elle Wilson

Deep connection is one of the most soughtafter feelings in the world. Human beings are not alone in this deep desire. For example, in the animal kingdom, birds have a “preening gland” to attract their mate. It’s a common biological phenomenon: every organism instinctively knows how to reach out to keep the species going.

Of course, we don’t consciously think this is why we have this core need to connect. Until we accept this, it happens unconsciously, AND we continue to exhibit behaviors to make it a reality.

Some good, and some not so good.

This is why it is almost impossible to not bond with your clients. Now and then, you will be tempted to cross professional boundaries and enter the “friend zone” with your client.

I have experienced this personally. And the truth is that often we find some of our greatest bonds and friendships in our salon life.

In fact, one of my clients became a lifelong friend. However, when we crossed that line, I quickly realized we entered a different zone of influence.

I had to make a deliberate decision with this client and give up being her beauty advisor. She was no longer a customer, but a friend. I was willing to do this because my relationship with her was truly meaningful. That was a cost I was willing to pay. However, when we enter the friend zone, the unconscious need to connect often overpowers us, and we forget the consequences it can have to our business.

This is what we will look at today.

The friendship zone is a completely different zone. Different conversations, different feelings, different emotions, and different thoughts

compared to the professional relationship between a beauty advisor and a client.

It almost feels as though you are going against your very own nature: to not enter the friendship zone with a person you like and who also likes you..

You are defying the natural state of things -- the deep biological need to connect.

However, in business, the professional zone is too important to ignore, especially as we face the toughest time in the beauty industry. A time when the online presence of so-called ‘beauty advisors and influencers’ have hit an all-time high and continues to grow

The beauty professional is competing with celebrities, multi-level marketing guns, bloggers, and influencers. Offline, you are also in competition with the pharmacy assistants, the department store counter experts, and the makeup artists.

You might say, “Elle, they have been there forever.” And you’re right, they have. But now, they have a large online arsenal that promotes them.

Life has gotten so very tough for the genuine and authentic beauty professional. If you believe, even unconsciously, that your clients love you and will remain loyal to you, think again.

There are so many levels to our work in the industry. One is the real, visible results of our professional treatments. Another is our leadership skills. Then our retail skills.

None of these essential parts of a successful beauty brand can be sustained, maintained, and transformed into a powerful long-term beauty business if your client doesn’t see you as their #1 beauty expert/advisor.

The golden real estate for any business owner doesn’t exist in any other place, except in the mind of your client or future client.

That’s the space you need to enchant, capture the attention and earn the trust of the men and women in your location. They didn’t choose you to make a new friend. They chose you to become the one person in the world they can believe in and trust when it comes to their beauty choices.

That is what she’s really looking for when she scours her Instagram feed: advice and someone to believe and trust. She wants her beauty pain points healed and solved. She’s looking for someone to lean on.

The friend zone just complicates matters. Even though it fulfills and nourishes a deep, human need to connect with another, every beauty professional must ask herself the question:

“What purpose do I hold in the life of my clients and future clients?”

Answer with humility and sincerity.

So stay in the beauty advisor zone, beautiful. You have such extraordinary value to share and to extend.

Be the one your client looks upon to help her in a world that makes her vulnerable to short-term fixes and pseudo-solutions.

You are irreplaceable in her world when you step up and take your purpose to heart.

Elle Wilson is the Founder & CEO of TrueBrow™

https://truebrow.com Beauty Biz Year 15 Issue 4 51

BRONZE STICK BY RUNWAY ROOM

Get that professional-grade glow, in seconds! The brand new and versatile Bronze Stick can be used on cheeks, eyes & lips. The creamy formulation ensures seamless blend-ability, making it the perfect hack for instant sun-kissed skin. Featuring a warm hue and a subtle shimmer, this product is all you’ll need for an effortless, signature Runway glow.

Bronze Stick can be applied directly to skin or with a brush.

Vegan

Mineral

No PFAs

Made in Australia

Not tested on animals www.runwayroom.com

NEW SKIN BALANCE BY MESOESTETIC

mesoestetic®’s sensitive skin solutions feature a range of products designed for sensitive and sensitised skin. Formulated to help treat the signs of permanent and temporary skin sensitivity, they also help restore skin balance, maximising the feeling of skin tolerance. New skin balance, part of the sensitive skin solutions range, enhances the balance of the skin microbiota, helping to strengthen the skin’s natural defence system, while helping to preserve the barrier function. A serum with an antioxidant effect, it provides protection against the visible effects of external aggressors that skin is exposed to on a daily basis. In addition, its innovative formula provides a soothing, visible anti-redness and restorative action. www.advancedcosmeceuticals.com.au

SKIN RENEW MICRO INFUSION SYSTEM BY ULTRADERM

This at-home system combines the rejuvenating benefits of Apple Stem Cells + Micro Needling to improve skin firmness, tone, texture, and clarity. Product absorption is also enhanced to achieve faster visible results!

Kit includes:

Skin Renew Cream with Apple Stem Cells 50mL (full size) Skin Renew Serum with Apple Stem Cells 10mL Micro Needle Roller .25mm Free $90 Gift Valued at $222 and available while stocks last. www.ultraderm.com.au

16PC FACIAL MASSAGE STONE SET

This 16-piece stone set provides ample stones for a truly luxurious head and facial massage. The basalt hot stones will relax and release tension during the massage, whilst the two white marble stones will help aid the client to wake up upon completion of the massage.

Features:

• 2 Medium Flat Ovular Basalt Stones (for neck)

• 6 Small Flat Ovular Basalt Stones (2 for forehead and temple, 2 for head crown, 2 for hindbrain).

• 6 Small Circular Facial Basalt Stones

• 2 Small Ovular White Marble (for cold stone therapy) Comes with a velvet drawstring bag for storage. www.joiken.com.au

POST SKIN TREATMENT SKINCARE PACK BY ISSADA CLINICAL SKINCARE

This collection has been designed to soothe, protect and repair following non-surgical skin treatments. Suitable for all skin types.

• Soothes and calms sensitive skin

• Boosts hydration levels for dry skin

• Reduces redness and inflammation

• Encourages skin healing post-laser or skin treatment or sun exposure

• Repairs the skin barrier

• Provides antioxidant protection

This prescription pack includes four full-size skincare products from our clinical formula range:

• Recovery Complex [AM + PM]

• Daily Gentle Cleanser [AM + PM]

• Calming Probiotic Moisturiser [AM + PM]

• Sheer Defence SPF50+ [AM]

Vegan / Cruelty Free / Australian Made / Clean Cosmeceuticals / Paraben Free / Active Ingredients www.issada.com

HOT STONE HEATER BY JOIKEN

This professional 6-quart stone heating unit maintains a constant, even temperature so your massage stones are always ready to use. This is an ideal unit for both hot stone massage and warm stone massage.

Features:

• Microcomputer temperature control, push-button to controlled the temperature.

• Digital display shows current temperature and target temperature.

• Celsius and Fahrenheit convertible.

• The outer shell is made of stainless steel, and the lid is made from aluminium, which makes it long lasting, rust free.

• Holds 6 quarts of water, capacity of 42 stones, removable water reservoir. www.joiken.com.au

4 PIECE X-LARGE OVAL STONE SET FOR MASSAGE BY JOIKEN

4 Piece X-Large Stone set provides ample stones for a truly luxurious body massage.

The basalt hot stones will relax and release tension during the massage

Features:

• This pack of X-Large stones can be used for both placement and massage.

• Flat ovular basalt stones are the most popular choice of stones used by therapists as the flat, polished surface aids in heat retention and they are the most comfortable and convenient shaped stone to use.

• The elongated round shape fits perfectly in the palm of the hand and the rounded narrower edges can be used for pressure and kneading motions on particularly tense hard to reach muscles.

www.joiken.com.au

EFFICA-C BY SYNERGIE SKIN

Synergie Skin has recently launched their latest game-changing Vitamin C; Effica C. Effica C delivers potent, non-acidic antioxidant protection that’s suitable for even the most sensitive skin. Backed by clinical data, Synergie Skin’s latest serum features 10% Ascorbyl Tetraisopalmitate (ATIP) – a uniquely stable, non-acidic form of vitamin C that penetrates the skin’s natural lipid pathway. This makes for gentle, yet deep, delivery with an ultra-potent 84% conversion rate to ascorbic acid: the only form of vitamin C recognised by our cells. In addition, ATIP scavenges free radicals within just 30 mins of application.

“Finding effective and stable vitamin C derivatives is always a challenge, yet ATIP manages to tick all the boxes. It offers the antioxidant protection, anti-ageing, and skin brightening benefits of a benchmark ingredient like L-ascorbic acid, with none of the drawbacks for sensitive skin types. Effica C is truly a vitamin C serum for everyone.” says Founder and Formulator Terri Vinson. www.synergieskin.com

WHAT’S NEW AT COMFORTEL

Meet Walker, A Natural Beauty: The team at Comfortel have designed this Naturally inviting reception desk, with heaps of storage space. The salon reception desk is perfect for displaying your retail or keeping essentials at hand. When first impressions count, its ash timber look finish with front display shelving gives your salon the natural look.

Quattro In All Black: A favourite amongst beauty professionals, Comfortel’s Quattro is now available in All Black. An adaptable treatment table that is designed to deliver any treatment, Comfortel’s Quattro Beauty Bed is the perfect clinical treatment table. Featuring ‘medical grade’ electric height adjustment conveniently operated by a foot control, the quiet motor effortlessly raises and lowers the table. The solid steel frame ensures stability with the added bonus of a manual back adjustment, which can be easily allow clients to sit up-right. With the option of removable flexible armrests, this beauty bed offers incomparable quality and value for beauty treatments, massage and clinic practitioners. A popular choice with beauty salons and day spas, it is ideal for massage and features retractable wheels for easy movement.

Beauty Bed In Sand: A popular design amongst Massage and Brow/ Lash applications, this sturdy and solid beauty bed/massage table stands on a white base and is fully upholstered in Comfortel’s newest signature textured upholstery, Sand. Creamy beige tones with white piping is the perfect look for salons wanting a neutral sense of style. Ideal for beauty treatments and massage therapy.

www.comfortel.com.au

VISIBLY TRANSFORM

Powered by exclusive Optic Chroma Complex, Apraise Eyelash and Eyebrow Tints fuse colour pigment technology with a rich cream base. Longlasting, radiant colour visibly transforms each eyelash and brow hair. Up to 40 applications per tube.

EFFICIENT CUTICLE REMOVAL

High performance nippers make ease of trimming overgrown cuticles. Made from first-rate surgical steel with a double spring design for optimum control, BeautyPRO Cuticle Nippers are eminently durable. Available in 1/8 jaw and ¼ jaw.

STRAIGHT TO THE POINT

The finest in professional precision tools. Tweezerman Point Tweezers can pluck even the smallest, finest, ingrown hairs. Finely tapered, precision point tips are perfectly aligned to ensure acute accuracy. Made from stainless steel.

BEST IN CLASS

Quality, precision and control – it’s all here. Tweezerman Slant Tweezer in Geranium features perfectly aligned tips to grab even the finest of hair every time. Award-winning precision with calibrated tension.

THE ALL-TIME CLASSIC

BeautyPRO 1000cc Wax Heater is the all-time bestseller with the convenience of a handle. Great for all wax types, this no-mess wax heater features ultra-fast heatup, adjustable temperature settings, and a removable insert with scraper bar.

CULT FAVOURITES IN ROSE GOLD

Think Swiss, think precision, think rose gold. Rubis Rose Gold Tweezers deliver perfect plucking every time. Choose star cut-outs, circle cut-outs or classic rose gold. Once Rubis, always Rubis

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FORGIVE YOUR YOUNGER SELF, BELIEVE IN YOUR CURRENT SELF, CREATE YOUR FUTURE SELF

By Angeli Marie Shaw

For most of us, we already have a clearly defined vision of our lives, but like the past few years has shown us, things can change dramatically, and that clarity can get skewed as we find ourselves getting caught up in the past, experiencing current self-doubt and uncertainty and not knowing what lies ahead or what to do next. The good news? The future isn’t set and what you do today will contribute to the future that you’re wanting to create..

The process of reinvention will often begin with a sense of dissatisfaction. We realise we’re not happy with where we’re at, and our minds both consciously and unconsciously start exploring those thoughts, pulling us into different states of past, present and future thinking. Whilst reflection is a great tool in which we can learn from our pasts, being hard on yourself or holding onto regret for what you may have done serves you absolutely no purpose at all in creating your future self.

One thing I’ve come to realise is that the past has a pushy way of occupying a lot of space in your head, but serves you no purpose dwelling on it. As the past is ‘done’ I consider most of these thoughts ‘freeloaders’, meaning they bring nothing to the table, unless of course you’re recognising what you can learn from them, which in that case once learnt, they’re no longer freeloaders, instead turning into wisdom you can apply as life goes on. Annoyingly, low points seem to be particularly good at creeping into our thoughts, and we find ourselves asking ‘why’, ‘what if’ and ‘if only’ but the truth of it is the past is done and cannot be changed. Sure, your current self could bestow a tonne of wisdom on your past self, but honestly, your younger self probably wasn’t ready to hear it, and I remind myself constantly that everyone does the best they can with the resources they have at the time. I myself, did what I believed was my best in my younger years, and although I may not have always got it right, I forgive my younger self and all its experiences. Holding onto negative feelings about the past only teethers me to my past and letting go actually allows me to free myself and removes the negative feelings I have on past actions and decisions. Through the practice of forgiveness, I give myself permission to release the past and move forward, something you should practice doing too! Again, why forgive yourself? Because for every failure, you were trying to do the right thing. Forgive, release and go forth!

This brings me to your current self. An obvious, but well known fact is that if you want to succeed,

you must belief in yourself. Our inner faith is what will create our outer results. Unfortunately, people lose faith in themselves when encountering setbacks, fear and failure. We make mistakes, we are challenged and we make poor decisions, but these are not the end, we must get back up again. Accept your current situation and start believing in yourself again. Talk with yourself; after all, we are the ones who create who we will become. And what we become is done every day by our self-talk and beliefs. Self- belief influences behaviour, behaviour influences your actions, and actions influence your outcomes. Remember, your current self is a crucial building block to your future self. Take care of your current self to make it easier on your future self. Adopt new habits and skills which will help create and shape your future self. And remember, you can’t create the future self you want if you don’t believe in the current self that you are.

Now for your future self. What your future self look’s like will depend on your current self and the habits you adapt. Visualise your future self and all its aspects; physical, professional, financial, social, spiritual etc. If we believe in our current selves, then we can certainly take control of our future self and what it will look like. Bring into your awareness where you want to go so your subconscious begins to pick up ways to help you achieve your goals. Generally speaking, we all have this romantic, idealistic vision of our future, but what do we easily forget? That our future self is actually…. us, only tomorrow. Therefore we must support ourselves now, to support ourselves tomorrow. Our future selves are built in THIS. VERY. MOMENT and thinking this way will help you in your decisions, choices, and actions you take now. Just like a tree, the seeds you plant today will sprout in your future. Start planting, nourishing and cultivating those seeds NOW! And remember, with every action

you take, you’re building your future self today.

Your past self, current self and future self are all connected. If you don’t learn to forgive your past self, your current and future self will suffer, and your desired success? Put simply it cannot be achieved. Your future self is your navigation. It gives you a sense of direction making it clearer when deciding the steps you need to take to get there. Its about creating the life you want and taking inspired action as you do so. Don’t put limits on yourself by thinking small, think BIG and use your future self as a guide for where you are going and where you want to be. There’s never a wrong time to start giving yourself what you need. Right here, right now, the current moment is yours, and yours to choose what to do with it.

FORGIVE – BELIEVE – CREATE, whatever your life is in this moment, it’s yours to claim, so claim it!

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Love & Bliss, Angeli xxoo Angeli is a Holistic Empowerment Coach, Mindset Mentor and founder of The Bliss Coach. To work with me in 2022, get in touch by visiting www.theblisscoach.com.au or follow us on our socials @theblisscoach to find out more.

> LIFESTYLE

/DatelineImportsAustralia @datelineimports

HOW TO MINIMISE LAST-MINUTE CANCELLATIONS THIS WINTER

By Tamara Reid, Head of Partnerships at Timely Business Management Software

58 Beauty Biz Year 15 Issue 4 > BUSINESS

As we enter year three of the pandemic (but who’s counting?) it’s become clear that the business impacts of Covid aren’t going away, they’re just changing.

While Covid rules and restrictions might have eased, case numbers are still high. Plus, this year the flu is back with a vengeance, which has meant that the number of lastminute cancellations from clients experiencing flu-like symptoms has skyrocketed.

Cancellations are more than just annoying for business owners; they can have a big impact on your bottom line. If you own your own business, the buck stops with you. It’s more important than ever to protect your revenue and sometimes, you need to be your own superhero.

There are steps you can take to safeguard your revenue – and the most effective step is to request a deposit on booking. Businesses that take a deposit reduce their no-show rate by 55 per cent – so we know this option works. The good news? Salons that use Timely Business Management Software can use TimelyPay to set up deposits and automate the booking process.

REVISITING YOUR DEPOSIT POLICY

When it comes to deposits, the theory is this: that by asking a client to put down a deposit on booking (somewhere between 10 and 70 per cent of the total price) you’re protecting your cash flow in case they don’t show up.

At face value, deposits sound great (and that’s because they are great, but more on that later); yet many business owners feel anxious about introducing a deposit policy because they don’t want to a) create more work or b) upset their clients.

Requesting a deposit can reduce no shows by weeding out clients who aren’t committed to their booking. “I like taking a deposit because it protects my income,” says Emily Harper, founder of Brows by Emily Harper, who introduced a deposit policy and hasn’t looked back. “I’ve found that people only pay the deposit if they are serious about coming. Since implementing deposits, I hardly get cancellations and when I do it’s always for a legitimate reason.”

THE MORE DETAIL THE BETTER

If you decide to go down this path, you’ll need to double down on the details. Do you want to implement a flat fee deposit, a percentage per service or a combination of both? From there, you’ll need to decide whether you take a deposit for all services or just the top-tier ones. And what would you consider a reasonable time frame for a client to cancel or rebook an appointment (i.e. 8, 24, 48, 72 hours)? How much would you charge per late cancellation?

COMMUNICATION IS KEY

Whether you’re implementing a deposit policy for the first time or updating an old one, you’ll need to let your regulars know that your process has changed. You could do this via your website, social media or at the time of booking. If you don’t like the word ‘deposit’, try flipping the script by labeling this payment as a ‘booking fee’ instead.

Steve Moore, business coach at BOSS - Bring On Salon Success and co-founder of Moore Beautiful, says that his team will speak to a client ahead of their appointment to secure the allocated booking fee.

If you need a script, the conversation usually starts like this: “Because we value your time and ours, we do require a $50 booking fee to secure your appointment, is that okay?” You can then reassure clients by telling them that the fee will be deducted from the total cost. “Most clients love this as it means they have to pay less on the day,” Steve shares.

While there will be a transition period at first, your clients will get used to your salon’s new policy. “The fact that we take booking fees is now so ingrained in our guests that they usually have all their details ready before they call us to make an appointment. Booking fees are an industry standard now and guests are already prepared to be asked to pay a fee to secure their appointments.”

THE LEGAL SIDE OF THINGS

What do you need to know, legally-speaking? Rochelle Castro from RC & Co Lawyers says you’re well within your rights to enforce a deposit policy. Here, she shares a few words of wisdom:

On the unlikely event of losing a client:

“Business owners should not worry about losing clients by asking for a deposit… Not only is this practical, it is also fair for a service provider to require a deposit upfront.”

On what to do if a client does not show up:

“It is important that business owners communicate to their clients why the deposit is being made and what would be the reason why part of the deposits may not be returned.”

On communicating your policy clearly:

“A deposit policy is useful to a business owner if it is succinct, to the point and it is communicated to a (potential) client clearly and prior to providing the service.”

SETTING YOURSELF UP FOR SUCCESS

Timely-powered businesses can automate their deposit policy at the booking stage. Timely allows salons to take online bookings and secure deposits either through their website or social media (Instagram and Facebook).

Businesses with TimelyPay have complete control over how they take deposits. They can choose which services require deposits, set flat booking fees, charge a percentage or require full payment up front; they can even ask clients to save cards securely into their Timely account - there are a range of flexible options to suit any type of deposit policy! The client will be prompted to make a payment to secure their appointment, then they’ll pay any outstanding balance on the day of their service.

We could have never predicted how the Covid pandemic would continue to impact beauty businesses in 2022. However, what we do know is that technology can help us weather the storm. Is it time to revisit the deposit policy for your business?

www.gettimely.com

Beauty Biz Year 15 Issue 4 59

Are last-minute cancellations at an all-time high in your salon? You’re not alone. Here’s how a deposit policy can help you steady the ship and protect your revenue during these topsy-turvy times.

BEWARE! YOU COULD BE LOCKED INTO A NEW LEASE WITHOUT REALISING!

By Kelly Cunningham,

Leases are not normally binding until both the Landlord and the Tenant have signed the Lease, right?

Well, sometimes this is not the case. As was found recently in the Supreme Court, the actions of a Landlord and / or a Tenant can lock the parties into a long term agreement, where they didn’t think they were locked into anything.

BACKGROUND

Jacob* had been a Tenant in a shopping centre for the last five years. His lease was due to expire in six months, so he started discussions with the Landlord about a new Lease. The Landlord provided Jacob with a Letter of Offer, outlining the terms upon which they would like to renew Jacob’s Lease. The terms were not quite what Jacob was hoping for, with an 18% increase on his base rental. They were also offering another five-year lease when Jacob was hoping to sign for only three years this time. Discussions commenced in an attempt to reach an agreement and negotiations were progressing well. Three months out from expiry, Jacob signed a Letter of Offer, happy with the revised terms they had now agreed. This included a small 2% rent increase and a three-year term. He sent the signed offer back to the Landlord to finalise the documentation.

Business closed due to COVID

Fast forward one month and Jacob’s business was closed down due to the government enforced COVID lockdowns in NSW. Jacob’s business remained closed for 5 months. During these five months, his lease expired. Because Jacob had not yet signed a formal Lease (only the Letter of Offer), Jacob assumed that his existing Lease was now in holdover on a monthto-month arrangement.

While Jacob’s business was closed, he received a draft Lease from the Landlord, recording all of the new terms agreed in the signed Letter of Offer. Given Jacob’s business was closed, and he was unsure how long it would be closed for or the potential financial implications of the closure, he made a deliberate decision not to sign the Lease just yet. He thought that he would reconsider this, once his business had reopened and he had a better understanding of the future outlook.

During the period of closure, Jacob continued to receive the automatically generated monthly rent invoices from the Landlord.

Upon reopening his business, after five long months of closure, Jacob was hopeful that his business would recover from the huge impact of no revenue for five months and bounce back over time. Not too much time hopefully!

Two months after the reopening and after Jacob working long hours and incredibly hard to try and get his business back on track, he made the heartbreaking decision that it couldn’t be saved, and he would need to close the business.

An “Implied Lease” is issued

Given that Jacob had not signed the new Lease, that had been issued months earlier, he felt comfortable in providing the Landlord with one month’s written notice that he would be ending his month-to-month tenancy and moving out.

It was then with great surprise that he received a notice from the Landlord to advise that, whilst the Lease had not been signed and returned, it was in effect anyway and he was locked into a new three year “Implied” Lease. He was unable to close his business.

You can imagine his shock and panic. Why? I haven’t signed a Lease? My situation has changed, and I can no longer extend? Is this real? Is this legal?

Triggers of an Implied Lease

1. Paying the increased rent. What Jacob had failed to notice was, the Landlord had applied the 2% rent increase to his monthly invoice and Jacob had continued paying as the increase was so small, it wasn’t really noticeable on a monthly basis.

2. The signed Letter of Offer indicated that terms for a new Lease had been agreed between the Landlord and the Tenant, given the Lease was about to expire, it showed an intention to renew.

3. The Tenant had continued to occupy the space and the Landlord had also changed the rent to match the terms of the signed offer, which the Tenant had paid.

SOLUTION

Jacob used the services of an experienced Tenant Representative to meet with and negotiate an outcome with the Landlord. The

outcome negotiated included the following:

1. Being able to exit the Lease after 12 months, rather than three years.

2. Paying a reduced rent.

The trade-off provided the Landlord more time to find a replacement Tenant and allowed Jacob an opportunity to continue trading without losing money.

Tips and Key Takeaways to Avoid this Risk

• A court is required to determine the existence of an Implied Lease. This is a lengthy and costly process that is potentially best served by a Tenant Representative negotiating a commercial outcome prior to any litigation.

• Start your negotiations early, (ideally 6 months out from expiry), so that you can have finalised your position, one way or another, well before the expiry of your current lease.

• Be sure of your position, before you sign a Heads of Agreement.

• Be cautious when the Landlord or their Agent tells you “the Letter of Offer isn’t binding” …. you might find it is later on …

• Don’t take possession of a premises until you have a Lease signed by you and the Landlord.

• If your Lease has expired and you are occupying as a month-to-month Tenant (without a new Lease signed yet), check your monthly invoices to make sure changes to the charges have not happened without you realising. If changes are made to the invoices, reject these changes as the deal is not yet finalised.

Your Leasing Co. specialises in being a Tenant Representative and negotiating lease terms for Tenants. If you have any questions about renewing your lease or entering a new Lease, you can call Kelly Cunningham for a free, no obligation conversation on 0419 001 093.

*Our clients name has been changed to protect privacy.

60 Beauty Biz Year 15 Issue 4

Sometimes the actions of the Landlord and the Tenant can unwittingly trigger what’s called an “Implied Lease”, even though no one has signed a formal Lease document.

> BUSINESS

Your Leasing Co.

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HOW TO AUDIT YOUR BUSINESS FOR GROWTH

By Kara Lehmann

One of the most powerful tools you can use for your business is to complete an audit at least once a year. Now, I’m not talking about the regular tax or financial audit you might be familiar with. I’m talking about giving your business an audit from start to finish of your customer journey.

Now, why is this important? Stepping outside your role as the business owner and taking the perspective of the customer is a key element in moving your business forward. It allows you to feel connected to every touch point in your business and how it will make your customer feel.

So where do we start?

The first step in auditing your business is to map out your customer experience and the exact way you want your customer to feel when they interact with your business.

From here you can craft each area of your

business to reflect the experience you want your customers to enjoy.

The next step is to look at each of your marketing channels whether that be your website, your social media or your in-person experience and evaluate each of them.

Take some time to dive deep into each and also ask your clients for some additional feedback. You can make this fun for them, and it also allows them to know you value their opinion.

This information will then be the basis for implementing positive change within your business.

Let’s take you through the steps right now, so that once you have finished reading this article you can go and take action for your business.

SOCIAL MEDIA

Social media can sometimes be overwhelming especially if you don’t have a strategy or plan. The first place to start with your social media is to take a look at your bio. Start with your profile picture and make sure it’s showcasing exactly what your business is. It can be your logo, a photo of your salon or some other element of your business and brand. Just make sure it’s recognised by your customers. Then we move to your name (not your handle). Your name is the keywords that show up when

62 Beauty Biz Year 15 Issue 3

> BUSINESS

someone searches for you. Are you using this to your advantage? Your name should contain keywords that immediately tell your audience who you are, what you do and even where you’re located. This name is connected to SEO so be as specific as you can be. For example:

YOUR LOCATION + WHAT YOU SPECIALISE IN

Then we move down into your bio. Once again this is an area you want to optimise and use to your advantage. Think of it as your mini billboard that tells people why they should stick around. How do you help them? Don’t make this all about you! Be sure to share what pain or pleasure points you’re going to help them with. Be clear with your call to action.

For example:

Brisbane’s Favourite Holistic Skin Spa

We make you feel confident in your own skin through a mind, body & soul approach to skin. Teaching you how to make self-care a priority

Download our free skincare affirmations here: (Insert link)

This is where your link should be optimised for maximum impact. Create a free Canva link page, or a landing page and add all the information your audience my like to find without have to exit the platform. Just make sure your Call to Action is clear and mix it up from time to time! Make it exciting and fun for your new followers.

HIGHLIGHTS

Highlights are a great way to showcase your business and how you can help people. Take your potential customers on a visual journey through your business via your highlights. This allows them to feel at ease when they come to see you in real life. Offer as much guidance and value in your highlights.

YOUR CONTENT

Does your content grab your audience’s attention? People go onto social media to be social. They are looking for connection. How is your content currently performing? Are people engaging with your content or is it barely seen? The most important thing to remember when crafting your social media content is making sure your content serves your audience. Do they know who you are, and will they know, like or trust you based on your content? Don’t forget to also have a little fun and bring some personality to your content. People want to know who is behind the brand.

WEBSITE

Your website is still a valuable resource even though many people will say you don’t need one! They can be a really great way to help attract and nurture new customers. Does your website tell a potential new customer exactly how you can help them?

Does it take them on a journey that helps them feel at ease when they come to visit you for the first time?

Where can you improve your content to help your audience convert into actual bookings? Often, I see salons create their website to talk all about themselves and not about the pain or pleasure points that your business can help them with. Now don’t get me wrong, it’s ok to still share the details of who you are and why you exist. It’s just also important to speak directly to the potential customers as soon as they land on your website. At the end of the day, they

are looking for you to tell them why they should come and see you and how it’s going to benefit them.

Don’t forget to add social proof! Whether that’s before and after photos, blogs sharing client transformations or product reviews, people connect with businesses that are validated within the community.

Make sure you optimise your website and have all the basics for SEO applied. This may seem like time consuming work, however having great visibility on google can also be a game changer when it comes to new clients finding you!

The same concept works when you’re showcasing your products in your online store. What is it that makes you buy something as a consumer? How can you make your products stand out and be ‘added to cart’?

Are your products up to date?

Do your images and branding flow through consistently to match your social media?

Take notes of what you find and then step by step work on a process to add to the areas that you find could do with a little enhancing.

IN SALON EXPERIENCE

Take some time to really explore how you can improve your customer experience. From the first point of contact and booking enquiries through how you follow up with your customers on a regular basis.

Do you make it easy and fun for your customers to get to know you?

How well do you nurture your new customers to ensure they feel well supported before they visit you for the first time? Do they know where to park their car? How to find the closest bathroom, or what to do to prepare for their first visit? How can you make them feel at ease and excited to come and see you?

Do you have other ways that you can enhance your client experience to really allow them to feel like they are the most important person in the world? When you think about the most incredible customer experiences you have had, whether it’s from buying a designer handbag or going on a luxury day spa visit, what was it that made those experiences so special? How can you do the same for your customers?

WHAT TO DO ONCE YOU’RE FINISHED?

Now that you have assessed your salon and your marketing channels, it’s time to make a strategy to implement any changes. You can set aside time each week to work through your list, or you can also outsource or delegate areas that you don’t find enjoyable.

Get your team involved or if you’re a sole operator, ask some friends or family members to help you with ideas.

Visualising your business in its highest form, how does that make you feel? Use this as your motivation to set new goals.

Start with the task that will make the most impact in growing your business.

Remember marketing is all about building relationships through connection. Knowing and understanding what your ideal customer is wanting from you is your ultimate key to success.

If you’ve found this process helpful, I’d love for you to reach out and let me know what impact it’s had for you.

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POV: 10X YOUR BUSINESS IN 30 DAYS…I CALL BULLSH*T!

By Gry Tomte

There’s little in life more painful than personal growth, I think. It’s messy. It’s full of mistakes. It’s difficult. And it takes a loooooong time! In fact, embracing a true growth mindset, you’ll intrinsically know and embrace the fact that the journey is lifelong.

There’s also little more rewarding than personal growth.

Embracing personal growth will not only make you a better human to be around (just ask my husband, I’m sure he’ll be very happy to tell you) …It’s also necessary when it comes to running a business, leading a team, and staying ahead of the curve.

So, knowing that growth and change takes time — and in fact is a lifelong journey, why then do most people jump on the nearest “quick fix” band wagon — or “get rich quick” scheme?

10x your business in 30 days anyone?

Well, the thing is, most of us just want to skip straight to the end result.

We want to jump ahead and skip all the messy bits in the middle — and head straight to the other side as quickly as possible, without the detours.

But what if I told you some detours are necessary for transformational, lasting change?

A bit of my story + how I know band aid approaches ain’t the way!

5 years ago, I was staring at the bottom of the barrel with regards to my business. Which meant I was at the bottom of the barrel in my personal space too.

Hating my own clinic and felt like the underdog in my own business. The business I’d c created with my own hands.

Don’t get me wrong, we were making money… So, on paper we were super successful.

We were the “it place” for the insta famous, and I’d get constant messages in my inbox saying, “You’re killing it Gry!”… Made me cringe so bad.

Because meanwhile, I felt like an absolute fraud as although we were profitable, there was something fundamentally wrong with

our culture. And it meant I was pretty damn miserable myself.

All the coaching I had embarked on up till then did nothing to address the cause — just the surface level stuff like increasing revenue and scaling quickly.

I was stuck.

As the numbers grew, our culture declined. PS! I later changed my definition of success — and now success is about being an incubator for our people’s growth so they can grow the business.

My business coach at the time was working with a “culture consultant” and brought her in to fix our culture.

She gathered my team without me and asked them all what they don’t like about their job, what they didn’t like about me as a leader, and what the thought needed to change.

64 Beauty Biz Year 15 Issue 4 > BUSINESS

She then delivered a massive, humiliating 3-hour presentation of all the things I did wrong and how the team really felt about my shortcomings as a leader, and how much they hated their job. It was devastating.

Pretty sure one of my most humiliating moments was calling a breakfast meeting with my senior therapists, chokingly asking “why are we so broken??”.

The moment is etched in my mind forever. Of course, they looked at me in bewilderment and didn’t know what to say (I later found out the importance of creating a psychologically safe environment that maximises 360 feedback…)

But - painful as it was, it was also the catalyst for massive growth.

I understand now what the consultant was trying to do.

But because it was a rushed and poorly executed process, the cost to my business was just incredibly large. I lost most of my team, most of my dignity — and most of my confidence.

Not the best place to start when you need to embark on a change journey!

The solution to fixing a problem isn’t telling a person they’re just not good at what they do, and everything needs to change. If we had a magic wand that would be fab — but so far, I haven’t found one…

No, personal growth, which is what I had to do a whole lot of, starts with knowing what’s possible. That you possess the capabilities to get there within you — with concerted effort and diligent work.

The power of reflection in growth.

These reflections and experiences have all shaped me in how I approach working with my coaching and mentoring clients today.

One of the most detrimental things in business is hastening the process and putting in place band aids without being purposeful about fixing the root of the problem first.

Totally get that we all want results at supersonic speed these days.

But just like a skin transformation takes time — you know, rebuild the barrier first, then chip away at the problem…. So too does personal growth, culture change and building a robust, profitable and people first business.

I do find it really curious that a lot of business owners want a complete business transformation in 10 steps but expect their clients to invest in a yearlong skin journey with us — sometimes longer!

If my case is anything to go by (and in my experience I believe is - I speak with coaching clients all the time who experience the same), I had to fix my own crown first before I could fix the team’s.

It starts with us. And a change in mindset, EQ, and growth, as we already determined, takes time!

SO HOW TO CREATE THAT STRONG FOUNDATION FOR GROWTH AND LONGTERM POSITIVE CHANGE?

1. You as the owner / leader of the business HAVE to open the door and admit you don’t know how to get to where you’re wanting to get to. You might approach it like this “I know where I want this culture and our business to be, and I’ve tried lots of things but it’s not having the impact I think we need. What are some ideas?” I see a lot of businesses embracing the team days. Which can be incredibly powerful! A “team day” though, all need to be executed with purpose and deliberation. And only once the foundations are right. It’s not a “fix all”.

2. Approach the broader vision for yourself and your business with curiosity — not assumptions — and know that where you are today is just the starting point (in other words, adapt a growth mindset!).

3. Consistency in habits, processes, accountability, and expectations — all in line with your values — is key.

4. Everyone on the team has to be clear about the values — that was probably one of the biggest issues for us — we didn’t have them! And reflecting back that was where we should have started.

5. Everyone HAS to speak up when a teammate — or the boss — isn’t living up to the company values or being unfairly treated. There needs to be a companywide buy in and dedication to holding each other accountable for the “rules of engagement”.

6. Everyone has to embrace the fact that we ALL make mistakes, and those mistakes are a great catalyst for reflection and learning.

7. Do the work! Understand that all good things are worth sticking with and don’t expect to undo years of poor habits, limiting beliefs and behaviour patterns in a few weeks. It won’t happen. So, embrace the journey.

8. Lastly, it only takes 30 seconds of insane courage to create massive change. What’s ONE action you can take today that can bring you closer to your dream business?

After building one of Australia’s most renowned awards winning 7 figure businesses, Gry’s new passion project is mentoring and coaching other clinic owners. Gry is passionate about multiplying value to others so more people in the beauty and aesthetic industry can build purpose driven, people first businesses — and achieve more profit and joy in the process.

Want

Beauty Biz Year 15 Issue 4 65

more leadership and business advice? Check out Gry’s mentoring and coaching offerings here: https://linktr.ee/grytomte

BUSINESS FOUNDATIONS TO TAKE YOUR SALON FROM ALRIGHT TO AMAZING!

By Rebecca Miller

Owning a salon over the past few years has been no mean feat! The strength, resilience, and determination we’ve needed to come out the other side is second-to-none so as we enter a new financial year, make sure you take a moment to celebrate all the wins, lessons learnt, the wisdom gained from the challenges and all those little magical moments in between.

If your salon business has just been going through the motions, now is a great time to take stock of the way you’re operating.

Heartfelt leadership is the key and right now our industry needs more inspirational leaders to leave their legacy behind for our future emerging leaders.

Throughout the article, I’ll ask you questions. Write down your answers and use this as a guide to see where you have gaps in your business.

Foundations

Your purpose, mission and values play an essential role in your business. Without them, it’s almost impossible to align your team with your strategic goals, enhance team collaboration and culture or empower your team to be the best version of themselves. When we create an environment where our team can truly feel our purpose, we’re delivering a space of inspiration, motivation, and empowerment.

Purpose

It all begins with your WHY. Your purpose is the reason that you jump out of bed every day, this is your calling, the reason you step into your business and why you do what you do. Having clarity on your purpose and articulating your why in such an inspiring way others want to follow. It’s your cause, the legacy you leave behind and it’s the reason your business exists.

Can you articulate your purpose (WHY) right now?

Mission

This is your 5-to-10-year big hairy audacious goal (BHAG),so you and your team understand where you are now and where you want to be and know they are a part of something bigger than themselves. Your mission is a commercialisation of your PURPOSE and I encourage you to think about the impact and value you want to create and bring into the world. Clarity is key so think BIG… If you can think it, you can create it! A great mission is clear and compelling and will serve as a catalyst for growth and inspiration. What is your 5-to-10-year BHAG?

Values

Your company values are the heartbeat of your business; the DNA. In essence, your company values are the beliefs, philosophies, guiding principles and behaviours that drive your business. They impact your team’s experience you deliver, as well as the relationships you develop with your customers and the companies you partner with. Your cultural values are your company’s DNA. That’s why you can’t make any important business decisions without having them in mind. Having a clear set of values helps your team understand what you as a business stand for. Well-defined values provide a moral direction to guide you and your team in difficult times. As a result, you’re more likely to make the right decisions — the decisions that help you all achieve the company’s vision and goals. Your core values support the company’s vision and shape its culture. That’s why every single business decision should be aligned with these values.

How can you build great teams, deliver excellent customer service and foster innovation if you haven’t defined and found your company values as a team? Yes, include the team! Are your team aware of, connected to and living your business core values? Do you use your values to make decisions in your business?

Planning

If you’re still feeling like a hamster on a wheel, you’re not embodying the greatness of your purpose! Let’s get you off that wheel and embracing the power of planning. It’s the secret sauce of every successful salon business after all.

Planning goes beyond your day-to-day and looks towards the year ahead and what needs to happen to achieve everyone’s personal and professional goals. Planning means creating your future in advance.

So, is your planning setting you up for success in the coming financial year?

Needle-moving business activities

One of the biggest mistakes I see salon owners make is not allocating time each week to work on their business rather than in their business. If growth and scaling is one of your business goals, it’s imperative that you block time off in your diary for the needle-moving business activities. These are the activities that are going to propel your business.

Do you have regular allocated time for working on your business?

Team pathways

As leaders, it is our job is to create more leaders and generate opportunities for our team to evolve and feel empowered by new skills, knowledge, and experiences. Every team member should have a personalised pathway established that includes opportunities to work on their professional and personal goals.

Do each of your team members have a pathway for success for the new financial year?

Celebrate the small stuff

An integral part of maintaining an engaged and motivated team is rewarding them for their efforts but what may surprise you is that whilst money is a motivator, it’s not the be all and end of all why people work with us! Many rewards structures in our industry revolve around financial renumeration but research indicates that employees hold feelings of acknowledgement and appreciation for their efforts in a much higher regard.

Meaningful actions, taken by leaders, can boost your employee satisfaction much higher than some extra cash in their pocket; it comes down to uncovering what it is that motivates them. One of the best reward systems you can use to motivate your team is social acknowledgment. You can acknowledge team members in your daily huddles when they do great work, utilise ‘Wednesday Wins’ where each team member shares their greatest achievement for the week and choose stand out team members with ‘Monthly Wowser Awards’.

How are you acknowledging your team’s great work?

66 Beauty Biz Year 15 Issue 4 > BUSINESS

Training opportunities

In additional to personalised pathways, your business should be engaging in regular training opportunities. This could include internal and external training, recommended books, practical experiences, and role-playing activities to consistently improve the delivery of your services and customer experience.

Are you offering weekly training opportunities for your team?

One-on-one sessions

This is deep connection time with your team as individuals. When we provide each team member regular undivided attention, we can attain an authentic insight into the needs of our team, understand any prospects for growth as leaders, identify their opportunities for learning and upskilling and acknowledge their commitment to the business. Gratitude goes a long way. These regular meetings should be diarised and never moved – not even for appointments! Remember, listen to hear, not to respond.

Have you scheduled 1:1 catch-ups with your team members?

Planning your marketing

This means not being reactive with last-minute promotions but instead, knowing exactly what you’re offering and when. Your marketing calendar should feature all major dates throughout the year and guide the promotions on offer. My coaching clients and I plan their marketing every quarter, so they know exactly what they’re working towards over those months. Is your marketing and promotional calendar prepared for Q3of 2022? Is your team aware of and prepared for upcoming promotions?

Systems & processes

Systems and processes have gotten a bad rap as being the ‘boring part of salon owner life’ but they’re actually the gateway to a profitable and productive business! They provide you, as a salon owner, FREEDOM.

Daily huddles

This is a great way to start the day on a high and ignite your team! Daily huddles are an opportunity for your team to share their goals, wins, challenges and illicit the values they’ll be showcasing in the business that day.

Are you getting each day started with a team daily huddle?

Consultation process

Is your team consistent with the questions asked during a consult? Creating a system around this can enable you to get to the crux of the client’s concerns sooner and maximise their experience. By roleplaying or mystery shopping your existing consultation, you can identify its strengths and opportunities, and make tweaks to support bringing more value to each client. This formalised system is then used in onboarding for new team members.

What’s your method to ensure consults are consistent and profitable?

Customer journey

What experience does your client have at every stage of interaction with your business? This

means even before they walk through your doors! Every step of this journey should be well-defined with touchpoints that keep them wanting more. Once you have identified your client avatar/ ideal client, you’ll design & define their ultimate customer journey, truly visualising the steps you need to take to deliver a flawless experience. One of my favourite ways to refine your customer journey is to go through it yourself, with your team as if you were a client!

Do your customers have a clearly defined journey from the moment they book?

Client retention

Most salon owners don’t know their retention numbers! If you’re noticing a trend in clients not returning or rebooking, then this could be a sign more training and development is needed in your business. It’s also an opportunity to ensure you’re attracting the right kind of clients. You only find these things out if you have a system in place that regularly measures, compares, and acts upon your retention numbers. Is your team following a client retention process that works?

Knowing your numbers

Do you know what your breakeven number is?

Understanding your numbers and exactly where you can access them is fundamental to the profitability of your business.

Check in weekly, have clear KPI aligning behaviours, values, and goals to these to create an autonomous culture that are intrinsically motivated

Do you know exactly what numbers you should be looking at and where to find them?

Mindset

The number one thing holding people back from living their best life is their own mindset. Having a thriving mindset keeps you focused on your game plan and means any negativity or limitations that arise don’t stand a chance!

Living your purpose

Every leader should know who they want to be, where they’re going and how they’re going to get there. This is the reason that you’re waking up each morning and should align seamlessly with your values. When we know our purpose and live through our values, we are setting an expectation for ourselves and those on our journey with us. They support our decision making, our behaviours and give each day of our lives innate meaning.

Are you leading through your purpose, mission, and values?

Mindset, heartset + healthset

The three components to a thriving mindset and

the key to living your best life. This comprises of daily rituals that have you moving your body, invigorating your mind, visualising your purpose, and setting your intentions.

Are you taking time each day to enrich your mind, body, and heart?

Mastering manifestation

If you truly want something in life, you need to believe it will happen in every inch of your soul. Visualise it in your mind being part of your life and the feelings of accomplishment that come with it. Manifestation is the actualisation of the saying, “anything can happen if you put your mind to it”. Do you truly believe you can achieve your longterm goals?

Knowing is growing

The more you can grow and experience as a leader, the more influence you can have on those around you. Influence is a key component of leadership – it’s where people really see our greatness! This comes from continually learning and expanding what it means to be a leader in 2022. A growth mindset comes from reading, joining courses, watching seminars, attending events and anything that encourages you to expand your way of thinking and leading and of course having a coach support your journey.

Are you expanding your knowledge as a leader and business owner?

Creating your tribe

Business owners need their own support team to ensure they’re truly giving their best each day. Coaches see what you don’t see, know what you don’t know, keep your accountable and focused on your purpose and mission and have the hardhitting conversations with you.

When you have someone keeping you aligned to your personal and professional goals, you’re on your way to transforming the way you lead, the culture you cultivate and start living a life you love.

Are you aligning yourself with the right people to help you achieve your goals?

For more free salon coaching, advice, resources and daily salon inspiration, join my community on Instagram: @rebeccamillerzingcoach

Beauty Biz Year 15 Issue 4 67

IT’S NO LONGER ABOUT THE PIVOT…

IT’S ALL ABOUT NICHING YOUR MARKET FOR SUCCESS

By Karla McDiarmid

The new buzz word in every business in every industry right now is ‘NICHE’. How you can best ‘niche’ your business for true success right now?

With costs rising of electricity, petrol, groceries, and wages to name a few it’s extremely important we all have increased our service and product prices so that we continue to have financially viable businesses.

The next important business move is to focus on your business goals and what you and your customers really want more than ever before!

Set time aside to plan with your team or with a business partner or a business mentor ( or even talk with your top customers) so you can plan for success in these turbulent unknown times.

Would you have ever believed if someone said to you 3 years ago;

There will be clinics, spas, and hair salons not open on Saturdays!

Businesses will be deleting services that were once very popular by choice! We will be training future employees in short courses vs diploma courses! OR

What about the hair salons that no longer offering haircuts…

It was unheard of… but now it’s the new norm… every business is specialising and ‘niching’ Expect the unexpected and those who transition and are open to change and new ideas, are the businesses who will flourish and prosper the most over the coming years.

We are seeing an alarming rate of businesses closing with social media forums inundated with equipment and product sales right now… we have therapists leaving the industry in droves for careers paying higher rates with less hours and Monday - to Friday roles ‘work from home positions’

With all of this happening along with sick leave from customers and employees, its creating some very challenging and unknown territory for business owners but the most exciting part is NOW YOU TRULY HAVE THE POWER to create the business you have always wanted and get a pay rise because the staff shortages mean people are paying more to get appointments as many just cannot get appointments!

Take a really good look at your service menu –delete your least booked 5 – 10 services at least. Are there treatments that make you minimal profit?

Have you had a recent price increase? Do your team love only performing certain treatments?

Do your clients always book the same packages? Its time to look at your bookings, delete what’s not moving, increase your prices and do what you love most and what your clients love and NICHE all the way to success and market this all over your website and social media branding.

Doing what we love is more important than ever before.

Time is precious to our staff and to ourselves – everyone is looking now for a better work life balance – how can you create that in your workplace? You will attract what you put out so if its brows you want to be known for you will attract a team that all love brows!

We are seeing the shift in smaller more specialised treatment menus, focusing on what the team loves most and this also makes it much easier for hiring and training new employees, with training programs and induction time greatly reduced as there can be 20+ less treatments to train and assess so now you can focus on the treatments that give you more joy and satisfaction.

You might be a business that loves all aspects of the industry, but look for the gaps in the market in your local area – increase your prices before Spring hits (if you haven’t already) create demand and be known for being the best in the industry in your area for the treatments you love most.

Niching is here to stay. Never has it been more important to grow your business financially, professionally and make your job more enjoyable doing what you love most to be the specialist’s in your field, in your region and shout it from the roof tops by inviting in your local media for treatments to help spread the word about how you are the specialised gurus in your field.

We all deserve a pay rise right now and being a specialist and niching your market, ensures a higher income for the entire team, creating higher demand for your services so you can charge your worth and love your career even more with waitlists wanting your services!

The time is now to Niche

Karla McDiarmid is the Macquarie Medi Spa Director and an ABIC Council Member and Business Mentor www.secretstosuccessbykarla.com

68 Beauty Biz Year 15 Issue 4

> BUSINESS

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CHASING YOUR TAIL

By Marie Drever, The Zing Project

Let me help you with sorting this out and where to start with setting up your very own default diary for the best-balanced life.

What is a default diary?

In its simplest form: a default diary is a calendar of your week with blocks of time preassigned to particular tasks you need to do on repeat. Focussing on one thing at a time so you’re being proactive not reactive, it also helps you avoid the tasks you don’t want to do; it also allows you to focus on important not urgent tasks.

Although there are many diary’s you can do this in, I would recommend google calendar for this process as you can set up reminders plus it’s free & extremely easy to set up.

Rather than spinning all the plates, let’s break it down and look at how it’s possible.

Having balance, rhythm & quality time - everyone is different and runs a different ship! One thing we need to allow in our average week is finding a flow that works best for us individuals.

How do you like to spend your downtime? Rather than searching online or amongst your peerswhat do you desire to design?

What this means is Nailing a default diary that’s yours and yours only.

Putting things in that bring you joy and happiness, some things we just keep doing and doing and we despise, while other tasks we love and never make enough time for to enable us to leverage and scale we need to bring in tasks that get you to your goals.

Removing obstacles or tasks you don’t like or finding people to delegate them too like house or window cleaning, gardening, cooking, bill paying, wages, BAS or even having a virtual assistant to set up marketing templates or your socials.

We don’t always live in a flow state, but we can strive for it and work towards it. This should be clear in your business life and in your personal life. In the same way you go to the gym (to get fit, for your mental health, weight loss etc) you can be intentional with everything else. What’s the “Why?” behind it?

If you’re a creative person or like to change your environment a structured workplace is not going to work for you and vice-versa. You have to find a flow state that works for you in a productive and uplifting way that creates achievement. If your holistic self isn’t working well, try pinpoint the

problem and then once fixed everything will flow better. If your mental health is suffering, you’re eating the wrong things, not getting enough sleep or rest this will have a flow on effect elsewhere.

What can we start to do right now to start putting ourselves into better flow? This is where your default diary comes into play!

Put the path in by choosing certain things in your default diary on repeat & Stop winging it!* Think of it like this, your average week needs to be broken up into three separate parts, like Neapolitan ice cream. Chocolate, strawberry, vanilla! But instead of flavours it’s working on the business, working in the business, and downtime. We need three defined sections in our week so that we can have balance and a lifestyle

Business

• Looking at figures

• Marketing

• New client retention

• Lost clients

• Rep meeting

• Business goal tasks be actioned

• Business coach meeting

• Pay bills

• Reply to emails

Working in business

• Working on clients

• Front of house / leadership meetings

• 1-1 meetings

• Team training & education

Downtime

• Gym

• Walk your pets

• Family time

• Yoga or Pilates

• Time with friends

• Holidays

• Cooking

Unfortunately, we are human, and we drift, we can start out with good intentions and slowly but surely as curve balls get thrown our way our beautifully sectioned Neapolitan ice cream ends up melting and all blaring into a brown mess! This is where overwhelm rears its ugly head

For someone like me, I thrive on structure, organisation and consistency. However, my business partner Jay is your typical creative! He thrives on flexibility in his week and prefers to work in short sharp bursts, whereas I best work when I am able to close the office door and fully immersed myself into a project

So even though we may be attracted to the idea of being more structured or more organised, if that is not how our energy works or what is the best for us, we will find every excuse under the sun to not stick to our plan. You must work in flow; we are not robots.

You have to start by asking yourself the question, have I drifted because I am trying to be something that I simply am not?

There is not a one size fits all approach or solution that can be applied to everyone, instead find out what works for you by testing and measuring

Lastly, when it comes to having a default diary and getting more organised with how we run our businesses and day-to-day life, a lot of people use the word discipline and tell us how they need to be more disciplined, replacing the word discipline with devoted.

Devote yourself to having a business and a life, you deserve it!

For more salon wisdom email ZING Coach Marie Drever marie@zingcoach.com.au or visit www.thezingproject.com.au

70 Beauty Biz Year 15 Issue 4

Do you feel like you’re chasing your tail and at the end of the week you’re exhausted and you feel like you haven’t achieved what you set out to do because you just got busy being busy. Is it all over the shop and you feel like you’re being pulled from pillar to post?

> BUSINESS

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THE DIGITAL RESET

By Hayley Mears

Six Underground Media is not just a social media agency, we are more of a holistic branding agency that works to innovate and increase brand awareness in whatever form that presents itself.

Innovation doesn’t always mean embracing something new. It can be letting something go. What traditional approaches have you always used that no longer serve you? Is it opening on a Saturday? Do you still offer the same refreshments and salon/spa experience? Have you surveyed your clients and asked them what you could change to bring more value to their salon experience?

I can now say with the benefit of retrospect that the last two years has disrupted the industry more than it has ever been disrupted before. After trying to tweak, adapt and pivot into this new space I have finally come to terms with the fact, that to move forward, we all need to START AGAIN.

We need to go back to the beginning and reassess what our business needs are, what our client needs are and what our team needs are. Because… these are going to be dramatically different to what they were two years ago. So, if you’re using the same marketing, strategies,

incentives, and recruitment approach you’re not going to yield the ROI you once did.

It’s time to do a complete business analysis and uniquely determine what your output should look like in this new and uncharted time.

So, let’s look at your social media for example. Here’s a list of things that are essential considerations in the post covid digital world.

- The hashtag strategies you used prior to COVID are no longer going to work. You need to test and try a host of combinations to find your new sweet spot. It all depends on what your audience wants to be responsive to.

- Your clients want appointment access 24/7. They don’t want the salon to be open 24/7, but you MUST offer a tool that allows them to make an appointment anywhere anytime. Phone appointments alone just won’t cut it. Have you integrated your booking system into your social platforms?

- You need to take GREAT photos (and videos and REELS) and the lighting and visibility must be on point. The standard before and after pics are not engaging enough. You need to be handy on the camera to capture movement and transitions of every

transformation you create. This is a nonnegotiable part of the new way to deliver content that brings in new business.

- REELS, REELS and More REELS. You will only get new visibility of your content by using this platform. End of story.

- Your content MUST have a point of difference. Your audience should be able to see your style and your aesthetic before catching the account name.

- Forget about what your competitors are doing. Focus on your audience only. What other salons are trying to attract may not be the same as the ideal client your business is best suited to.

- If you want your audience to grow you MUST spend money and you MUST incentivise the ‘call to action’ to Follow.

So, I want to make a forecast of what innovation looks like in 2022. We must do something brave and uncomfortable. Something that will allow us to break open new territory for business expansion. “Forget everything you think you know about social media marketing. This space has changed so much the rules we once followed are no longer industry best practice”.

72 Beauty Biz Year 15 Issue 4

As an ex-hairdresser who has spent the last 12 years guiding salons through the digital landscape, across the rise and now the fall of social media, along the way I grew, I learned, and I have acquired an incredible team who are the core of our agency.

> MARKETING

3 WAYS TO USE VIDEO TO BOOST YOUR BEAUTY BUSINESS

By Angela Sanchez

Video is so important for marketing your beauty business in 2022, not just for big brand names, but as solopreneurs as well. YouTube is the number two search engine behind Google and experts predict that 82% of all internet traffic by 2023 will come from video.

• Nearly 50% of internet users search for video demonstrations before making a purchase

• More than 90% of shoppers say Instagram and Facebook videos have given them gift ideas

• Viewers retain 95% of a message via video compared to only 10% when reading from text

Video is here to stay and here are some ways you can make this medium work for your business.

1. Start simple. Contrary to popular belief, you don’t need a commercial studio setup and raw authentic video is more engaging than paying a videographer these days. Those are certainly nice perks and maybe you want to work up to that status but to start, just turn on your phone and start recording. Introduce yourself to your social media followers. Talk about why you started your business. Tell your audience what you offer and what problems you can help them solve. Once you get used to producing video and speaking in front of a camera, the process will go much smoother, and you’ll feel like a pro.

2. Demonstrate your products. Video is incredibly helpful when selling a physical product because people often want to see how something works before purchasing. Showcase the features and benefits in a video but don’t just hold the tube, get that product on your skin, and show your audience that you actually use it yourself.

Its far more engaging watching someone apply a product than sitting with it behind them on the shelf. This increases video watch time which is important for the algorithm to show your video to more of your followers and potential followers that are scrolling the explore page.

3. Build relationships with your audience. Not all marketing has to involve selling, but there are way too many beauty business owners FORGETTING TO SELL EFFECTIVELY. I’m talking about sharing your offers and forgetting to tell your customer where to click to book, or shop the link in our bio, or using the shopping stickers that the platform gives you to link your products in your videos.

Draw your audience closer by being approachable, answering their questions, and showing interest in THEIR needs.

Filming a livestream video is the next best thing. They can see your personality, hear your voice, and learn more about you via this one livestream. Reels have certainly taken over our feeds, but have you forgotten about including LIVES for Instagram and Facebook as part of your social media strategy?

How does all this improve your business? I like to speak about the BUYERS CYCLE to our members of Beauty Boss Pro where yes, we continually teach you about social media growth and strategy you can implement into your own beauty business - Think of it as planting seeds in the minds of your audience. You’re introducing what you have to offer and reminding them at various intervals so that when they are ready to buy, they will start to remember who you are.

You may start out with a modest increase in social followers or more traffic to your website. As they get to know you, you might notice more of your posts getting shared, more subscribers to your email list, or more sales. Once you build up your trusted base who adore you, that’s when you’ll see the larger sales from products and promotions that you are putting out via social media. You may also hear from other business owners who want to collaborate with you and who want to work with you.

Nervous about Using Video? No idea where to start?

Come watch my livestream for tips…

It’s a daunting prospect to start using video; not all of us are trained public speakers, right? But the joy of using Facebook’s and Instagram’s Livestream feature is that you don’t have to be a professional. You can be just yourself, talking about your business and what you have to offer. For Beauty Biz Readers I have a very special Masterclass that I want to gift you. Email hello@ beautybusinessco.com with the work LIVE and I’ll send it over to you.

Angela Sanchez

is a

Social Media Mentor for the Beauty Industry. www.beautybusinessco.com

74 Beauty Biz Year 15 Issue 4

> MARKETING

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