Beauty Biz Year 16 Issue 3

Change the way you treat skin

Customisable solutions for every client’s skincare needs

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

Faye Murray

Alanna Douglas

Gay Wardle

Mala McAlpin

Nancy Abdou

Chereine Waddel

Angeli Marie Shaw

Tina Winchester

Paul Frasca

Elle Wilson

Nicola Le Lievre

Rebecca Miller

Robyn McAlpine

Caitlyn Muir

Kelly Cunningham

Gry Tømte

Phoebe Bawden

Kara Lehmann

Angela Sanchez

Sarah Garner

Kayla Zigic

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

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Editor’s Note

OMG! Can you believe that we are already halfway through the year? Time has flown by, and it’s incredible to see how far we’ve come. As we approach the End of Financial Year, there are some exciting events just around the corner that you won’t want to miss.

First and foremost, mark your calendars for the highly anticipated Beauty Expo and the prestigious ABIA’s (Australian Beauty Industry Awards) in August. It’s an opportunity for us to celebrate and connect with our fellow industry professionals. The energy and inspiration that flow from these events are truly unmatched. So, have you secured your tickets yet? Don’t wait too long, as these events promise to be unforgettable experiences. But that’s not all. The EOFY is also a critical time for financial year preparation. It’s a chance for reflection, goal setting, and taking stock of our accomplishments. While tax time may feel daunting, it’s important to remember that it can also be incredibly rewarding when you witness the growth and progress your business has made. Take the time to review your achievements and set new goals for the upcoming 12 months. This is your opportunity to pave the way for continued success.

One common pitfall that many business owners face, is setting goals without establishing actionable steps to achieve them. Having a goal is fantastic, but having a plan is what truly propels you forward. It’s like having a roadmap that breaks down your goals into achievable, bite-sized chunks. By reverse engineering your goals and breaking them down into small steps, the overwhelm dissipates, and you gain clarity and confidence in each action you take.

To ensure you stay on track, I encourage you to schedule a monthly meeting with yourself. Use this time to analyse your progress toward achieving your goals, make necessary adjustments, and celebrate your successes. Remember, success is a journey, and each step forward counts.

Now, let’s dive into the captivating content waiting for you in this issue of Beauty Biz magazine!

Our cover story features Dermaviduals, a brand that has been revolutionising the skincare industry with its innovative approach. Prepare to be inspired by their commitment to excellence.

We are also thrilled to feature The Spa at Château Élan, a haven of tranquillity and luxury. Get an exclusive glimpse into this exceptional spa and explore the unique experiences it offers to its discerning guests.

In an exclusive interview, we sit down with Pauline Valle, the visionary behind Ultraderm. Discover her journey, her inspirations, and the creative force that drives this exceptional skincare brand. Her insights will inspire and empower you on your own path to success.

We are thrilled to introduce you to Merton Muaremi, an international makeup artist who is leaving an indelible mark on the beauty world. Explore Merton’s unique perspective and learn from his wealth of experience. His artistry will ignite your creativity and push boundaries.

Join us in celebrating Mala McAlpin, winner of the 2022 Beauty Squad competition. Discover her incredible talent, her passion for beauty, and the positive impact she is making in the industry. Her journey serves as a testament to the power of determination and talent.

Additionally, we are honoured to showcase Chereine Waddell, the recipient of the MAGAP Australian Makeup Artist of the Year 2023 Award. Explore Chereine’s creative process and gain insights from her exceptional talent. Her expertise will inspire you to push your boundaries and strive for greatness.

Luxe Skin Care, The Brisbane Facialist and James Vivian are three exceptional brands featured in this issue. Immerse yourself in their offerings and discover the experiences they create for their clients. They epitomise excellence and innovation in the beauty industry.

And that’s not all! We have gathered a diverse range of insightful business writers and bloggers who will provide you with valuable advice and guidance as you navigate the upcoming financial year. From marketing strategies to management and leadership tips, their expertise will be your compass in the ever-evolving beauty landscape.

I sincerely hope you enjoy this issue as much as I have loved curating it for you. It’s my aim to provide you with inspiring stories, industry trends, and expert insights that fuel your passion for the beauty salon/clinic and spa industry. Remember, success is within your reach – with a clear plan, dedication, and the support of our incredible community, you can achieve anything.

Here’s to a phenomenal second half of the year!

Love & Big Hugs, Lou

Louise May, BEAUTY BIZ EDITOR

when you’re Having Fun! 20 Years Flies by

By Faye Murray

WHERE IT ALL BEGAN

Prior to Your Coach, I held the position of general manager of Jon Le Court. A QLD salon group and training academy of 30 salons and 300 team members.

I was in this position for 17 years and enjoyed the challenges and achievements that obviously presented with a company that large. Jon Le Court was an amazing person to work with and many of the then team, are today leading salon owners, educators, and industry leaders. Tabitha Coffey, Julie Cross, Oscar Cullinan, Justin Anderson, Paula Hibbard, Geoffrey Herberg are a few success stories.

I started to think about a change. I had gained a lot of knowledge about salon business and management of people. Opening my own salon was something I considered for about 5 minutes only. What was my next step?

I have always been very fortunate to have, what I call “my inner circle” of very special friends. One such person is Lee Watt, who worked with De Lorenzo for many years. I shared with Lee my thoughts about change and “what I might do” she suggested I should

become a business coach. I had never heard of this, so I asked her “what exactly is business coaching” her suggestion led me to where I am today.

Because it was so new, I had no idea where to begin and Lee introduced me to Performance Plus Training, which was a new company, offering coaching in hair and beauty. I was told that no opportunities were available in hair for coaching, but I could begin with beauty. It was probably a strange opportunity but ‘positive’ me saw it as a steppingstone.

Another very special person, Sandy Dellit, who was the state manager for Thalgo Skin Care, introduced me to the very different world of beauty. She arranged a group of people for me to present a business workshop. I did a lot of research about beauty and the day must have worked well as I then had my first 3 coaching clients.

Sandy’s wise advice to me was not to take “kickbacks” that were offered. I did not know what that even was, but that advise I have stood by for 20 years.

One of my new beauty clients was Stephanie Shepard, who is respected as a leader in the

spa world and is the owner of 6 Luxury spas in QLD. I am proud to say, Stephanie and her husband Desmond, remain special friends. I developed a strong beauty client base in all states of Australia and after a couple of years was able to move across into hairdressing coaching.

Today my clients are large salons, not so large salons, multi salon groups, solo operators, and product companies. I also work directly with team members offering tailored zoom courses for managers, receptionist, apprentices, and I offer personalised team training.

If you ask people what the most frightening thing is they could do, most will say “stand up in front of a crowd of your peers to deliver education”. This is something I love to do. So much is in my head, and I get to share my knowledge. I don’t think I am a great presenter but what I do is prepare well, so that every session is packed full of new ideas and helpful strategies.

It has been a special 20 years with so many memories. I have asked some who have been on the journey to share some thoughts.

This year I am excited to celebrate 20 years since I began my journey as a business coach. I can confidentially say, I was excited when I first began and continue to love what I do. “I have the best job anyone could ask for” is something I constantly say.

SPECIAL MEMORIES FROM SPECIAL PEOPLE:

Faye Murray is one of the founders of the Australian Hairdressing Council. Committed to the cause for the betterment for the Industry, Faye has contributed personally and professionally to the AHC since its inception. Faye is also a credible and successful business coach. She is knowledgeable, generous, kind, and supportive to not just me, but to everyone she meets. Faye is well loved by the entire hairdressing and beauty industry. On a personal note, I met Faye at an offshore conference as we were both speakers. I struck up a conversation with a bikini clad Faye around the pool. This led to a 23 year old friendship. Faye is one of my most valued friends and I consider her as family. Always love spending time with Faye, she does like a glass of wine!

Sandy Chong – CEO Australian Hairdressing Council

The very first time I called Faye for help in 2015 I was a single Mum, barely making ends meet. Faye became my fairy godmother and helped me turn everything around, growing from a salon with one to now a team of 12. Faye has hugged me when I lost my nerve, and she has grown my confidence beyond belief. She has become not only my saviour but also my friend and I am so honoured to know her.

Meg Bates - Elvarl Hair Artistry. QLD

I have had the pleasure of working with Faye for 20 years. We began sitting around my dining room table with paper reports, no social media marketing, evening meetings with a wine. A move to Victoria and we progressed to phone meetings, emailing reports and some socials. Today we connect by zoom and all forms of digital marketing. Faye has always kept me focused on “we manage people not things”. She holds me accountable and inspires me. Our industry is blessed to have a strong woman like Faye.

Leanne Pearce - Khayaam Salon. VIC

I will never forget our first meeting; I was so scared to hand over transparency to Faye about my business! It was like I was giving her my underpants size; little did I know that I had absolutely nothing to worry about. We laugh about me causing Faye great anxiety, announcing 3 years in a row that I was moving to bigger premises just before Christmas. We did it and now are a team of 18. No more new salons.

Ally Mcerlean – The Hairpin. QLD

From corporate world to home based office – yes, a shock to the system!! That was me 14 years ago. I had a 5-month-old baby and a 2-year-old, and “mums & bubs playtime” wasn’t for me. So, I applied for a job advertised in the local paper. I recall walking down the driveway in my heels, skirt & jacket (feeling very nervous), only for Faye to say, “I think you are overqualified for this role”, I probably was, I didn’t care, as long as the work was interesting, and I was busy. 14 years later and I’m still busy. It has been a pleasure working alongside Faye, she has such a creative mind, extremely generous and is so full of knowledge. I’m so happy that I walked down that driveway in 2009.

Nicky Banks – Faye’s Truly Amazing Personal Assistant

I have many special memories created with Faye, since she gave me my fist job, as an after-school tea and tidy with JLC. We have always had a rule “what goes on tour stays on tour” so it is limited what I can share. The funniest time was, when Faye was receiving the Hairdressing Hall of Fame and I had been sworn to secrecy. Just prior to the announcement, offering that we should do a lipstick reapply, she refused adamantly, in turn stood on stage with no lipstick receiving her award and all the photos!

Paula Hibbard - Fabulous Hair Up and Bestie

A memory for me is when I was diagnosed with breast cancer and my business partner Leanne rang you, as we were heading off on a

road trip to Hunter Valley, to get away before I had my mastectomy and Chemo in 2012. You invited us to stay. You were wonderful to open up your home to us and we went and listen to Brian play in the band, and we laughed, danced, and had a fun night to remember.

Tracey Ivanoski – Harbour Day Spa

I have been working with Faye for 8 years as a manager and as a salon owner. She is the angel and devil that sits on my shoulders, meaning she is my biggest supporter yet knows how to whip me into shape when I need it. She has been with me through the highest of highs, believed in me even when I doubted myself and she has given me support during some really tough times. She is so much more than a business coach and I always say, “everyone needs a Faye in their life.

Kristy Kesic – Cobelle Creative

I have known Faye for many years now and she has always been a champion for me to look up to in both the hair and beauty industry. She has been an integral member of the judging panel for me across all of our award platforms for 12 years and is always the first to out up her hand when it comes to supporting me and the industry at large. She is absolutely the one you want in your corner and I value her support, friendship and sound advice when needed. It gave me so much pleasure to honour Faye with the ABIA Hall of Fame in 2019, a worth and ell deserved recipient. Faye is an absolute delight, a dedicated business coach, long standing board member of the AHC and I am very blessed to call her a friend. It helps that we share a love of Red wine!

Linda Woodhead – mochagroup

REGRETS (Only a few)

Not making more time to spend with special friends.

Not having the stamina to party late into the night. Midnight is usually my curfew. Spending too much money on clothes and shoes when shopping with Paula Hibbard. Not having won lotto.

The wonder that is JAMES VIVIAN. More than A Therapist!

By Louise May

If anyone knows the power of good skincare, it’s James Vivian. In 2004, a facial literally changed his life, inspiring him to swap a career in music for one in dermal therapies. Determined to share the feel-good effects of amazing skincare, James launched award-winning mobile dermal therapies clinic, The Travelling Peelsman, in 2010.

Arriving at homes and offices in a Mini and armed with his bag of tricks, James quickly earned a loyal following with his holistic approach to skincare, intuitive expertise, and genuine commitment to his clients. Word spread and as client numbers grew, The Travelling Peelsman stopped travelling and set up a clinic in Melbourne’s eastern suburbs, joined by a carefully selected team of experienced therapists. Dubbed a skincare luminary, James’s dedication, care, and innate understanding of the links between skin, mind, body, and environment flow through his clinics, making each visit an experience that goes far beyond skincare.

Beauty Biz Editor Louise May chats with James Vivian about his industry Journey, his clinic in Melbourne, the exceptional client experience, and future aspirations…

Can you tell us a little about you and where you grew up?

I’m skincare weirdo, James Vivian. I was born in 1983 and grew up in the bayside suburbs of Melbourne. I am 8-years married to my husband, Ben, who as of December 2022 now works alongside us as Operations Manager at James Vivian. Whilst I love my job as a Dermal Therapist and Director at James Vivian, I adore my time away from work, spending my time visiting art galleries, going to the theatre, singing, dancing, as well as travelling, playing bridge and my absolute favourite, being at home and doing absolutely nothing!

Can you tell us about the experience that led you to switch from a career in music to dermal therapies?

I fell into the beauty industry very much by accident. I took a part-time job at Aesop whilst studying music at university. On my first shift I received a facial treatment by my (now) mentor, Maria Vovos. When I got off the bed I said to Maria ‘I want to make people feel like you’ve just made me feel’. Perusing a career in the arts can be really tough. Over the next few years, my time at Aesop and Maria’s treatments saw my passion for skin and customer service overtake my passion for music and upon

Maria’s advice, I enrolled in a Diploma of Beauty Therapy at Elly Lukas and was their first male student.

What inspired you to start The Travelling Peelsman and offer mobile dermal therapies?

Towards the end of my Dermal Therapies degree at Victoria University, the chemistry and chemical peeling components of the course really blew my mind. I had been having facials for many years and after my first chemical peel (Benefit Peel by Cosmedix) I was obsessed and wanted to share this with my friends and family.

Enter The Travelling Peelsman. I bought a mobile massage bed, a bag of peels, popped some stickers on my car AKA ‘The Peel Mobile’ and drove off into the sunset. What started as a hobby soon graduated into a service that was helping clients across Melbourne and Sydney and was filling a gap in the market for clients who couldn’t make it to a clinic due to geography, family commitments and work commitments.

Could you describe your journey from being a mobile dermal therapist to establishing a clinic in Melbourne’s eastern suburbs? What prompted the move, and what were the challenges and rewards of this transition?

After travelling across Melbourne and Sydney for two years, the time spent driving from home to home was impacting my ability to help more clients. Plus, as a qualified Dermal Clinician, I was only using part of my knowledge and expertise and therefore only offering my clients a subset of what their skin potentially needed.

I had a professional relationship with a plastic surgeon who had rooms on The Avenue, Windsor, so I asked if I could rent a room alongside him. I saw this an opportunity to create a space for my clients to visit whilst also offering my services to the surgeon’s patients. I purchased my first laser (Cutera Xeo) and began to grow my treatment and skincare offering.

18-months later I outgrew the single room in Windsor and moved up the road to a 2-room house that was commercially zoned in Prahran. It was here that over 7-years

we slowly grew our team, treatment offering, reputation and in 2020 we moved to a 5 room clinic in Toorak.

During these years, we’ve grown very slowly and organically, moving to larger locations and hiring more staff as the need arose, never beforehand. This has seen us never over capitalising on space or manpower.

In 2023, we are a team of 11, including 8 therapists. We’re all a little mad and we love, love, love what we do and we love doing it together.

How do you define your holistic approach to skincare, and how does it set you apart from other skincare professionals?

‘Holistic’ means something so different to everyone and for us it’s always changing. For us right now, we are laser focused on the connection between a client’s skincare concerns and their ability to commit to their skin e.g., budget, in addition to doing everything we can to get on the same page about what they need from us as a clinic e.g., downtime, discomfort etc.

We also ask our clients how they want us to be e.g., passive, assertive, their ‘skincare bestie’ or provide minimal talking.

We understand that attached to every skin is a person with needs and wants and the only way of finding out what a client is needing is to ask. This helps us to build long terms relationships that promotes a safe space for some of the more uncomfortable conversations, as well as feedback.

Feedback is beyond important, both from the perspective of client and clinic. Much of the changes we make as Dermal Clinicians take place after a client gets off the treatment bed so communication during these times is so important.

Could you share a specific example of how your intuitive expertise has helped a client achieve remarkable results with their skincare?

I have a philosophy whereby the person we see in the mirror is not always a reflection of how you look, but rather how you feel. You know when clients say ‘I look horrible’ and you’re looking at them thinking how good their skin looks. This can be because the client is exhausted, overtired, stressed and aggravated, for example.

I often share this philosophy with clients who

often respond by sharing ‘I am exhausted, overtired, stressed and aggravated’. The benefits here are twofold: you’ve given the client a boost of confidence by letting them know that how they feel is not how they look. You’ve also provided them with some realistic expectations about how their skin will respond, as whilst you’re about to give them the best facial they’ve ever had, you cannot take away the exhaustion, overtiredness, stress and aggravation, but you’ll do everything you can to mask the symptoms.

What measures do you take to ensure a genuine commitment to your clients and their skincare journey?

For every new client that walks through the JV doors, they receive a personalised letter from me welcoming them, letting them know they’ve found ‘the one’ and how important communication will be as we go along the journey together. We use a system called Podium to communicate with clients post-treatment and post-skincare purchases and we have a very specific follow-up protocols.

For all returning clients, we ask our clients to take a few moments to complete a short questionnaire so that they can consider how their skin has been, what they want to focus on today and any limitations to consider moving forward e.g., budget, frequency of visits. Although we go through these in a face-to-face consultation at the start of each service, this gives clients time to consider these factors without being caught off guard and without intimidation.

How do you create an exceptional experience for your clients during their visits to your clinics? Can you give us some examples?

I used to think that fabulous customer service was a warming tea upon arrival and a luscious blanket on the bed. Whilst we’ll always have these and more at JV, the magic is made in the treatment room via intelligent, educated, experienced, passionate and inspiring Dermal Clinicians.

Whilst a client may be booked in for a specific service, we commence every appointment with a conversation around how the skin is progressing, gauge satisfaction and confirm what treatment might be best suited.

Every client at JV has a treatment and homecare plan that we use as guide for each appointment and purchase, however, we understand that these plans need to be fluid

as so much happens between appointments and whilst a client might be booked in for a particular service, when they return their skin may need a different treatment or they may not be able to undertake the downtime any longer. Being agile and responding to the skin at the beginning, middle and end of every service always put the skin and client first. We place a huge emphasis on our clinic surroundings, including music, décor, lighting, smell and a comfy, warm, delicious treatment bed (clients often don’t want to get off). We love an environment that is warm and welcoming, rather than clinical and cold. Clients often walk in and ask ‘Do you live here?’. We love welcoming clients into our space and have always said that we’re a customer service business first and foremost, plus we know a thing or two about the skin.

As we’re a team of qualified Beauty Therapists, we also pepper our treatments with as many pampering moments as possible amongst all the pain and discomfort.

I often say a good Dermal Clinician knows what they can do, and what they cannot do. We stay in our lane, knowing what we do well and what’s not in our wheelhouse. We have a community of professionals to refer to as needed. Finally, we work collaboratively as a team and take a view that we’re more knowledgeable together than apart. The team possess a great respect for one another’s knowledge and expertise and lean on each other immensely. We always cross check laser parameters and often use each other for second and third opinions.

What factors do you consider when selecting therapists to join your team?

What qualities do you look for in a skincare professional?

As a Dermal Clinician with a Bachelor of Health Sciences (Dermal Therapies) and a Diploma of Beauty Therapy, as I grew my team, I wanted to ensure continuity between myself and my fellow colleagues, so I hired as close to my qualifications as possible.

As the team grows, and as the industry changes from an education and training perspective, I am privileged to work alongside staff with a host of backgrounds and education.

We love working alongside Dermal Clinicians with experience in different areas of our industry as they bring new ideas and abilities that we can all learn and grow from.

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I love a Dermal Clinician who’s a deep thinker. One who considers each client individually and uses every treatment as an opportunity to improve on the last. Experience brings intuition and this is a skill that cannot be taught at school. Knowing when to push the skin, when to pull back, when to treat and when to refer.

I love a Dermal Clinician who isn’t afraid to make a mistake but more importantly knows when they’ve made one.

Education and experience aside, as our team grows, protecting our happy, respectful and playful culture becomes more and more important. Ensuring that new staff fit into our culture is at the forefront of hiring decisions.

On our window it states that ‘James Vivian loves skin of all colours, genders, cultures and religions’ and this also extends to our team.

How do you stay updated with the latest developments and advancements in the field of dermal therapies?

We’re so lucky to be in Australia where our industry places a huge emphasis on training and education. We love attending conferences, both specific to Dermal Therapies as well as the

greater cosmetic industry.

I am honoured to be the first Dermal Clinician to sit upon the Non-Surgical Symposium committee at this years ASAPS conference on the Gold Coast in June. Working alongside Dr Ryan De Cruz we have curated a plenary session to help practitioners grow their client care and customer service skills.

We favour working with skincare brands and services that provide ongoing training and development and we close our clinic quarterly for a full day of hands-on training.

Earlier this year, we introduced a range of internal committees where staff can take an active role in decision making processes within the business, such as purchasing machinery, retail offering, training and staff and client events.

I have some dear friends that work across this industry that inspire, challenge and support me and I hope vice versa. It’s impossible to know everything and there are some amazing people in this industry doing amazing things and I love being in their orbit. I learn a great deal from them, as well as from visiting different clinics and practitioners to receive treatments for my own vanity. I do think that, in part, I got into this industry because I loved getting treatments and being looked after and I still do!

What are your future aspirations for your clinic and the skincare industry as a whole? How do you envision making a lasting impact in the field of dermal therapies?

It really depends on what day you ask me. Some days, my entrepreneurial spirit is wheeling and dealing, looking at bigger spaces, interviewing more therapists and on other days I just want the phone to stop ringing and to not get bigger at all. In June 2022, I had the privilege of launching the cosmeceutical skincare brand, Viviology, with Adore Beauty. It’s just the beginning for us and we’re working on new products to add to our range and doing all we can to get out products out into the world. Creating this brand has been a life-long goal and I am so proud to be part of a team that is creating skincare that is accessible, gender neutral, simple and that works!

I also have a side-hustle with Dermal Clinician, Yads Cauchi, called Dial A Dermal. Yads and I met virtually over COVID and whilst we still have never been in the same room together, we consult with clients all over the world virtually to help pair their skincare concerns with the right skincare.

We’ve grown so much over the last few years that we’re currently enjoying just being us for the moment. We’re a size that allows us to help lots of clients whilst allowing us to do all we can to ensure our best work with every visit.

I love this industry so much. There are so many people doing extraordinary things and our industry is just getting bigger and bigger. I am so inspired by our team and the incredible work that they do. I love creating opportunities for people to do their best work and for clients to be looked after inside and out. We love meeting budding Dermal Clinicians and helping them navigate their way through the industry.

Last year nearly pushed me over the edge mentally. We were busier than ever but I was constantly feeling overwhelmed and unhappy. To help me take a much-needed break, my husband Ben quit his job working in fashion to come look after the clinic. 6 months on Ben is still in-charge and I am continuing to work on this crazy concept called ‘work/life balance’. Have you heard of it?

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Glowing Skin Starts With U! Interview with Pauline Valle, Ultraderm Creator.

By Louise May

Ultraderm is one of Australia’s fastest growing skincare brands within the professional beauty community and is committed to formulating with proven ingredients that are beneficial at making positive improvements to the skin.

It was in 2009, Pauline Valle proudly introduced her own cosmeceutical skincare range Ultraderm to the Australian market. Already an owner of a successful beauty distribution business she knew what products beauty therapists were after. Several years on and Ultraderm’s innovative approach and superior ingredients have proven to be the perfect solution for over 300 leading Australian skin clinics and beauty salons, and it has gone on to become a market leader within the beauty industry.

We caught up with Pauline to talk about her recent re-brand and what lies ahead for Ultraderm.

Can you share some insights into the creative process behind developing the new brand identity? What inspired the new visual elements, messaging, and overall brand image?

We sought to create a timeless and clean aesthetic that would resonate with our target audience and take us into the future. We were guided by extensive market research and a thorough understanding of our audience personas, which enabled us to identify their preferences, aspirations, and desires. The overall brand image helps to clearly communicate our brand values, evoke emotions, and establish a strong connection with our audience.

How does the rebranding reflect the evolution of your company’s values, mission, and vision for the future?

The process has been a response to our vision for the future. It demonstrates our commitment to growth and innovation as well as strengthening our position in the industry.

Did you conduct any market research or gather customer feedback during the rebranding process? If so, how did these insights influence your decisions?

We definitely considered feedback received from our salon partners and their clientele before implementing some of the changes. We regard our salon stockists as crucial partners and their input into what results their clients want to achieve is important to some of the decisions we have made.

Can you talk about any changes you’ve made to your product line as part of the rebranding, and what motivated those changes?

our commitment to excellence, innovation, and customer satisfaction, which in turn drives our growth now and into the future.

Are there any sustainability or ethical considerations that influenced the rebranding decisions, such as packaging materials, production processes, or ingredient sourcing? These are important issues, and we are exploring options to enhance and improve on our operational processes as we move forward.

For someone unfamiliar with Ultraderm, can you explain the brand and what kind of business it is best suited for?

Ultraderm is salon only cosmeceutical skin care range that delivers optimum results. We offer a complete product range of active, in-salon professional and retail products for all skin types and conditions. This value for money product range is proudly Australian owned, operated and developed for our Australian climate and conditions. It is suited to all professional beauty businesses regardless of size as we have a broad product offering.

Why did you decide to re-brand last year?

Ultraderm is in its 14th year of business, and we believe in being proactive and staying relevant in the evolving beauty industry to meed the needs of our salon partners and their end clients. We know this update will broaden our market and spread our messaging to a wider audience.

What does the re-brand entail?

What inspired your company to undergo a rebranding process for its skincare products?

The skincare and aesthetics industry is dynamic and continually evolving and it’s important to stay relevant and competitive in order to resonate with our target market and demographic.

What were the key objectives or goals you set for yourselves when embarking on the rebranding process?

In addition to refreshing our look and logo, we saw this as an opportunity to strategically reposition ourselves in the market and expand our reach to a wider client base whilst maintaining our core

We have incorporated new ingredients into several products within our range with the aim of enhancing their results and to make use of ingredients that have recently become available.

What do you hope customers will take away from your new branding and how do you see it fitting into the overall skincare industry?

We aspire for our clients to recognise our commitment to meeting the evolving needs of our client base and also be industry leaders.

How does your rebranding align with your company’s values and mission, and how do you see it helping you achieve your long-term goals?

Our rebranding serves as a conduit to support

This re-brand has consisted of an updated logo, tagline and the resultant packaging and marketing resource updates. We are also updating some of our marketing strategies and messaging to better align with our company’s mission and values.

Did any of the formulations change as well?

Yes, a few of our core products have also had formula ingredient modifications to further enhance their benefits and to take advantage of latest active ingredients that have become available.

Did the re-brand come with training sessions for existing stockists, i.e., are there new ways to communicate the brand to clients?

Yes, we have launched 2023 with interstate training so as to share all the upcoming changes. This is as well as our online and virtual training. We continue to refine our processes and means of business-to-business communication.

FLEXIBLE

Incredible base coat and more! FOUNDATION FLEX works like a second skin for nails, plus instant volume

Incredible base coat and more! FOUNDATION FLEX works like a second skin for nails, plus instant volume and ultra-light, flexible protection with a barely-there feel

1. After completing your nail prep, apply a thin coat of Foundation Flex. Cure for 30 seconds 2. Apply a second thin coat of Foundation Flex. Cure for 30 seconds. 3. Apply a thin coat of Top It Off, cure for 30 seconds and cleanse.

4. Gel Polish: Skip step 3. Apply 2 thin coats of gel polish, curing between each coat. Finish with Top It Off and cleanse. Lacquer: After step 3, apply 2 thin coats of lacquer followed by Need For Speed Top Coat.

Personal Service By The Brisbane Facialist

By Louise May

Clare Lamberth started The Brisbane Facialist to meet a need that she saw in the industry for truly personalised and customised service and treatments. A minimal menu when the Therapist prescribes the treatments the client needs, every client has a consultation every time and clients are set up for results success from their very first visit, no matter what their skin concerns.

Clare wanted to create a private, intimate, and beautiful experience for her clients, that armed them with the right tools while balancing relaxation with results, all while allowing her to still pick kids up from school every day.

Our Beauty Biz Editor Louise May chats with Clare about her recent opening of her new clinic, The Brisbane Facialist.

What sets The Brisbane Facialist apart and how do you ensure a luxurious and unique experience for your clients?

The Brisbane Facialist is an “by appointment only” niche skin studio, designed to deliver the ultimate in customer attention and care. There are no walk-in clients wanting to buy products in the idle of a treatment (these are by appointment too or online), no phones ringing in the background, no interruptions.

Every appointment is solely centered around the client experience, with the consultation at heart of each clients first visit with me. Every single client has an in-depth consultation with their very first appointment with me where I get to the heart of the skin concerns and desires and set them up for success from that first visit.

As a stockist of Image Skincare what made you choose this brand? How do they align with your philosophy and vision for The Brisbane Facialist?

After working with Image Skincare while at Professional Beauty Solutions (PBS) as a Clinical Educator and Content Creator, I got to know the range very well. PBS are the exclusive Australian distributors of Image Skincare.

I love Image Skincare’s philosophy of skin nutrition and a complete skincare diet, with Correction, Prevention and Nutrition at the heart. I was impressed by their clean clinical formulations, advanced ingredient blends and delivery systems. The scope of the range ensures no skin gets left behind.

With Image I can treat every skin concern from a broken, impaired skin, all the way through to stubborn Melasma, Advanced Glycation and

even Acne Grades 3 & 4, all within the one range. They even have an organic and advanced MD ranges too. Now I don’t lose any clients to other skincare ranges. I have every solution they need & desire.

I’ve worked with ALOT of different big skincare brands in my 20+ years in the industry. I’m very fussy about what I put on my own skin, choose for my clients and the treatments I want to offer. Image ticked all the boxes. It was an easy choice.

Could you describe the range of luxury facials offered at your clinic?

My menu is unique in that it’s quite small. Every treatment is completely bespoke, and I’ve allowed for customisation and upgrades to be included in my key treatments.

I found clients don’t know which treatment is best for them, so I made a menu that makes it easy for them. My clients have a consultation and introductory treatment to start from there I build the journey of their skin. Clients can dictate their treatment time and pricing presences, and I take care of the rest.

How do you personalise your facials to meet the specific needs and concerns of each client?

The first visit consultation is crucial for all customisations. The client’s desires, concerns and goals shape the way I individually adapt each treatment just for them. And one of the reasons I don’t have a big menu.

Client safety and satisfaction are paramount. I don’t allow my clients to pick their own facials, because to put it simply, they aren’t the professional Facialist & skin expert. That’s our jobs as Therapists. So having tools and products that allow me to be prepared for any skin situation is very important.

With Image Skincare they have over 22 facial protocols to draw from, in addition to combining modalities like LED, infusion, Microcurrent, customised masks, specialty enhancement serums, just to name a few. I planned out every skin scenario I might be

faced with, costed out the customisations I wanted and ensured these were built into my treatment pricing. I didn’t want my clients to choose whether or not to have LED, so I have it as standard in my 1-hour Signature Facials.

What measures do you take to create a relaxing and serene environment at your clinic? How do you ensure that your clients feel pampered and rejuvenated during their visits?

Clients often don’t remember what you said, they remember how you made them feel.

My private studio space is set up so that there aren’t any unwanted distractions. No phones ringing, no doors sliding or banging no clients walking in to book an appointment or buy products.

This allows me to focus 100% on my client, their needs, and their experience with me. We get all the talking out of the way first up so when they lie down on my treatment bed, I already have all the information I need from my client, and they

are free to relax (and snooze) as they need in my tranquil studio space.

What are some of the most popular treatments or facials at The Brisbane Facialist? How do these treatments address common skincare issues and contribute to overall skin health?

My most popular treatments are my ‘first visit’ Consultation and Facial, and my 1-hour Signature Facial.

These work by setting a strong foundation of understanding and trust with the client before building on skin nutrition, health and wellbeing using plant stem cells, peptides, antioxidants, tyrosinase inhibitors and skin technologies.

How do you stay updated with the latest trends, techniques, and advancements in the skincare industry? How do you ensure that your clients receive the most current and effective treatments?

Skin Science and skin health in general fascinates me. The way we can apply topical formulations or modalities with change and improve the function of the skin is a wonder. I’ve studied continuously over my career, so I have a wealth of knowledge to draw for my clients. We never stop learning and I’ve always been the sort of person to keep asking ‘why?’. I take as many classes as I can get to, listen to

podcasts, read journal articles and studies, listen to industry thought leaders, attend webinars, industry expos and recently I attended Skin Summit and Zingfest as well.

This is also why I chose to partner with PBS, their industry-leading blended learning platforms both face to face and virtual, in addition to a rich educational library, makes feeding my curious skin science brain easy. There’s always a juicy science-based piece of content to devour.

What do you consider to be the key factors in building and maintaining a strong client base in the skincare industry? How do you foster long-term relationships with your clients?

Personalised service. Taking time to listen to your clients (and asking the right questions). I call it “being a real human”. This means consciously stepping out of autopilot and connecting with clients. Check in on them and see how they’re doing with no other agenda apart from making sure they’re ok after their treatments and finding their skincare. Remember your clients, make notes, set tasks for yourself in your calendar and follow through.

What are your future plans and aspirations for The Brisbane Facialist? My goal for The Brisbane Facialist to grow to be the sought-out skin health destination for women

in Brisbane, and around Australia. I aim to add some awards to the business in 2024 then a light lounge and expand into retreats, virtual services, a podcast, grow my online store, add more technology-based services, and eventually expand into my own private commercial premises. I’d love to have TBF’s home be a discreet door on the street with a doorbell where client will have to know it was there to access it.

The Spa at Château Élan.

By Louise May

The Australian Wedding Awards celebrate the very best of the wedding industry and its providers, and The Spa at Château Élan recently won the Day Spa category, proudly being recognised for outstanding service and commitment to providing an exceptional spa experience.

Editor Louise May spoke to Spa Manager Emily Higgins about this destination spa.

How do you believe The Spa sets itself apart from other spas in the Hunter Valley and Newcastle region?

Our facilities first and foremost draw guests in on their own! We have a beautiful pair of mineral spas that overlook the property where you can order cocktails, wine, and local Hunter Valley cheese to enjoy before or after treatments in our Hydrolounge area. We also believe our difference is in all the little things. Guests come to The Spa to experience our incredible facilities but to also get a taste of what our 5-star service includes, and so much of that service focuses on the little details that truly make an experience unforgettable.

Can you tell us more about the luxurious and indulgent spa experience that The Spa offers to its clients?

We have our beautiful Hydrolounge overlooking our mountain ranges; perfectly paired with our Infrared Sauna before or after your treatment. We have our brand-new Float Tank, which is so popular and such a unique treatment. The quality of our treatments is exceptional, and we focus on regular training to upskill our therapists to continue to deliver five-star services.

How does The Spa at Château Élan create a tranquil and calming atmosphere for its clients? What elements do you focus on to ensure that guests feel truly pampered and refreshed during their visit?

From the minute our guests enter The Spa, they are greeted with a warm welcome from our friendly reception team and guided through to their own private locker to find their robe and slippers. We have a range of refreshments available to enjoy at no extra cost to our guests during their stay. Our music is soft and tranquil, and our spa is always a comfortable temperature. On special occasions, we love to surprise our guests with an extra treat to help them celebrate.

Winning an award from the Australian Wedding Industry Awards is a significant achievement. How do you think this recognition will impact the future of The Spa?

The recognition from this award confirms that what we are doing is working, that we are the number one Spa in the Hunter Valley! Our guests knowing that we have received this award shows them just how much effort and detail is put into the work we all do here.

As the Spa Manager, what do you believe are the key factors that contribute to the success and reputation of The Spa and how do you and your team ensure that you consistently provide the very best treatments and service to your clients?

For us, before anything, team culture is of the utmost importance. The amazing team of Therapists we have need a supportive workplace so that they can perform at their best. We love seeing our therapists love where they work, enjoy coming to work, taking pride in The Spa and their job, and always letting that passion shine through. Knowing we have a part in their happiness at work means so much to us.

The Australian Wedding Awards focus on businesses operating in regional areas of Australia. How do you think being located in the Hunter Valley contributes to the overall experience of The Spa?

All our Spa guests love visiting the Hunter Valley and enjoying all it has to offer, and we are so lucky to be located in this beautiful part of NSW’s Wine Country. We use local Hunter Valley Wines from the famous Bimbadgen Estate and use local Hunter Valley cheeses on our platter from the beautiful Hunter Belle Cheese Shop.

In the wedding industry, attention to detail and creating memorable experiences are crucial. How do you go above and beyond to cater to the needs and preferences of couples preparing for their special day?

We love treating and spoiling guests who are celebrating a special occasion here at The Spa. From providing a surprise complimentary bottle of wine for the special couple to enjoy in our mineral spas post treatment, to reserving exclusive use of our’ Sante’ room with a beautiful fireplace for our guests to relax in. We always try to plan ahead of time and without our guests knowing, so we can really create lasting memories for such special guests at The Spa.

How do you foster a positive and collaborative work environment ensuring that every staff member is committed to delivering exceptional experiences to clients?

We really value a fun, happy workplace where our team can truly be themselves and feel at home here. We are so lucky to have a large team of amazing staff working here with us and will always go out of our way to make sure their place of work is always somewhere they want to be.

Looking ahead, what are your goals and aspirations for The Spa at Château Élan?

We will continue to focus on providing 5 Star service to all our valued Spa guests as we have always done! We have so many exciting things coming up that we are launching here at The Spa and can’t wait to provide new and exciting services.

Be sure to follow our socials for all the exciting updates!

@thespaatchateauelan

“WE REALLY VALUE A FUN, HAPPY WORKPLACE WHERE OUR TEAM CAN TRULY BE THEMSELVES AND FEEL AT HOME HERE.”

Luxe Skin Care

By Louise May

Luxe Skin Care, located on the picturesque Bellarine Peninsula, has quickly become a haven for those seeking professional skincare services that deliver exceptional results. Founded by Peggy Lekkas, a renowned Dermal Therapist with over 35 years of experience, Luxe Skin Care brings together a unique blend of expertise, innovation, and a touch of Melbourne glamour.

Starting her amazing and exciting career as a young girl studying her passion in Swanston Street, Melbourne, at the Australian College of Aesthetics and Cosmetology, Peggy became well known for innovation and the latest movements in the industry. Seeking a sea change and semi-retirement but still looking for new areas to develop, Peggy headed to the Bellarine Peninsula, the area where she had grown up as a young girl. All through this time, Peggy continued to study more advance levels of Dermal Therapy which included Skin Science, new treatments, products, and services, which she introduced into the business. In July 2022, due to the growth of the business, Peggy and her partner took on a larger space in the more visible part of town.

Luxe Skin Care has evolved to what it is today, bringing 35 years of knowledge, wisdom, business expertise and specialist qualifications.

Beauty Biz Editor Louise May chats with the Luxe Skin Care Team, who share their insights on the growth and success of Luxe Skin Care, its commitment to skin wellness, and the transformative impact of partnering with leading skincare brand Mayerling.

Can you elaborate on the range of medical-grade skin treatments and products that Luxe Skin Care now offers, and how these offerings have been tailored to meet the diverse needs and concerns of its clients?

Medical Micro needling, Starlux IPL treatments for pigmentation, acne treatments, Vascular Lesion treatments, Corneotherapy, but mainly focus on the Mayerling products and associated treatments. Their DeAgeing Facial treatment (laser resurfacing in a bottle) is a very effective de-ageing regime with amazing results. The Bellarine Peninsula is predominantly an ageing community with more mature, retiree and sea change clientele. Many locals who grew up on the peninsula suffer with pigmentation, solar keratosis, also dryness of the skin due to the salt air and varying climate and its effect on the skin. Many clients require an advanced level of treatment with quality cosmeceutical products to achieve great results and Mayerling provides that. At Luxe Skin Care we are not product pushers. We are solution driven and provide our clients with professional advice from years of expertise and training.

The ultimate aim is to give our clients great results through advice, education, and a good skin care regime.

With Mayerling being one of your chosen brands to partner with, how have these products contributed to the overall effectiveness of your treatments and the satisfaction of your clients? What do you love about the brand?

Mayerling provides a really good balance of nutrients and a nano delivery system to treat the above causes effectively. Mayerling has ingredients to suit the skin issues that we deal with on the Bellarine, The results we get are brightening of the skin, lessening of all pigmentation and also keeps the oil barrier of the skin intact.

In particular, we are interested in hearing about your experience with Mayerling’s Vitamin A Retinoid Serum. How has this serum performed in your clinic, and what feedback have you received from clients regarding its effectiveness in retarding skin ageing? How do you find it compared to Retinol?

Our clients love the Mayerling Vitamin A Retinoid Serum, it gives them better results than they expected. It makes their skin look more youthful, clearer, and less lined without any irritation. It gives us confidence in recommending the Vitamin A Retinoid Serum during their treatment and consultation. One of the most exciting results of use the Mayerling Vitamin A Retinoid Serum, is that there is no redness in using it, where using Retinol you need a script and experience

redness, peeling, and weeks of down time... and sometimes dermatitis with overuse.

In what way does Luxe Skin Care prioritise skin wellness and self-care, and how does this approach create a unique and welcoming environment for clients seeking professional skincare services?

“I am passionate about sharing my skin care knowledge to help others with improving and correcting their skin.” Says Peggy. This is the heart and soul of what we give our customers. Our joy comes from the result and smiling face of our clients. We painstakingly designed the new salon to bring that touch of BEAUTY AND GLAMOUR that High End Salons in Melbourne provide. The unspoken outcomes of repeat visits and regularity speaks volumes for itself.

How does Luxe Skin Care stay updated with the latest advancements in skin science, treatments, products, and services? How does this benefit your clients?

We are members of ABIC Aesthetic Beauty Industry Council, and subsequently attend regular symposiums, forums and training events that are promoted through the Council. We also have regular training and updating sessions with representatives from the companies that we align with. We meet with other experts in our industry for ‘Think Tank Discussions’ and updates. We have, in addition, setup regular notifications from online services in regard to updates,

new products and the latest techniques from around the world. It was through this information that we learnt about Mayerling some years ago and never looked back.

What sets Luxe Skin Care apart from other skincare clinics in the Bellarine Peninsula and beyond, and how does the salon’s commitment to offering high-level treatments and medicalgrade products contribute to its reputation and client satisfaction?

Our plan was to bring all Peggy’s knowledge and expertise, and a touch of Melbourne Beauty & Glamour, to the salon but not work at the frantic pace she had for the past 35 years. The salon grew quickly as no one in the area provided the services, high level treatments and medical grade skin care products that were available through her salon.

Can you share any plans or future goals for Luxe Skin Care?

Luxe Skin Care is growing every day as the word gets out and friends see the brilliant results on our clients. We see more expansion into other areas especially in the area of online services including education, advise and product purchasing. We are constantly working on our website and social pages that are nowhere near where we would like them to be, however, as we move forward, we will be allocating more time to these projects. In the next few months, we will be travelling overseas to further our knowledge visiting several counties in Europe and Asia.

Smart Salon & Clinic owners have boosted the sales & profit of their business by using Mayerling Professional Peels & Take Home Treatments

Change 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.

Keep reading to discover exactly what sets dermaviduals apart in the world of skincare and how you might be able to enhance your clinic outcomes and prescribe premium, athome skincare your clients can’t get anywhere else.

Our Philosophy

The dermaviduals approach stems from our patented DMS (‘Derma Membrane Structure’) technology, devised through the science of Corneotherapy. Utilising physiological ingredients that work to strengthen the first barrier of skin defence, it has a direct affinity to the structure and function of the skin’s cell membranes and the bilayers of the epidermis.

Our products work to heal the skin’s natural barrier – the stratum corneum. Only by restoring this protective barrier first, can active ingredients then penetrate the skin to restore imbalances and achieve lasting results. It’s why our bespoke skincare range can visibly improve problem skin.

dermaviduals products contain only the purest of ingredients from around the world and are free from fragrances, conventional emulsifiers, parabens, silicones, amines, mineral oils and colours. World-class, state-ofthe-art, aseptic production laboratories allow our corneotherapeutic products to be free of unwanted microorganisms and conventional preservatives.

Our Foundations

dermaviduals was established in 1991, by Dr Hans Lautenschläger, an international leader in pharmacology and chemistry, alongside his team of research experts. Together they created a bespoke skincare range designed to treat individual skin types and conditions. Today, the brand has a global presence in over 50 countries worldwide.

Bespoke Skincare

dermaviduals products have been created with the understanding that each skin is unique, requiring its own customised prescription to target individual skincare needs. Our prescriptions are also designed to evolve with each person’s individual skincare journey.

Alongside our base products, our skin treatment therapists are trained to formulate bespoke products to further target skin

concerns. Encapsulated in liposomes and nanoparticles to actively penetrate the skin, there are over 40 active ingredients to choose from.

If you needed more reasons to trust in dermaviduals, we have thought of a few:

Improve Complex Skin Conditions

dermaviduals uses skin-identical active ingredients to mimic the skin’s natural barrier, helping correct challenging skin conditions that won’t respond to one-size-fits-all skincare.

Clean Beauty That Doesn’t Compromise On Results

We only use premium ingredients that are clinically proven. It’s sustainable skincare free from fragrances, conventional emulsifies, parabens, silicones, and preservatives.

Mix & Match Over 40 Actives For Truly Custom Skincare

At dermaviduals, we know that no two skins are the same. Our patented technology allows you to create a truly bespoke formula for your clients. With over 40 different actives, you can customise each formula to suit changing skin conditions, the ageing process, seasonality, and your client’s skin objectives.

A custom range means better in-clinic results for your clients and it presents a unique athome solution for them, too. You’ll be able to prescribe a custom skincare solution they can’t access anywhere else, for a holistic treatment that produces life-changing results.

Stay At The Forefront Of New Technology and Education

We make a commitment to stay at the forefront of breakthrough research and skincare technology. We use face-to-face, virtual, and in-clinic education along with 24 hour access to the latest in skincare education through our Education Hub to keep our partners informed and at the front of industry standards.

Your therapists will feel confident knowing they can achieve meaningful results for any client who walks through the door.

Sample Treatment Plan

Lisa Paone, Head of Education for dermaviduals at Derma Aesthetics takes us through her treatment process for a client presenting with Rosacea.

“After a thorough consultation and advanced skin analysis to uncover individual triggers the dermaviduals skin treatment therapist selects the correct cosmetic chemistry to manage this

inflammatory skin barrier disorder leading to improved skin health and function.

It’s important to understand that in some instances, less is more and for clients experiencing the skin barrier disorder of Rosacea, we recommend ‘Zero Therapy’. Clients are advised to not use any skincare formulations on the affected area for up to 10 days. This method of reducing cosmetic chemistry on the skin, will promote healing and speed up the recovery. After the initial period of zero therapy, anti-inflammatory actives such as Liposome Concentrate Plus can be reintroduced.”

Rosacea Prescription

• Bespoke cleanser (50/50 Cleansing Milk with DMS and Cleansing Gel)

• Customised serum blend or DMS Base Cream High Classic

The most effacious actives to consider when formulating a bepoke serum, for Rosacea management:

Liposome Concentrate Plus

• dermaviduals best seller for the rosacea skin

• Contains a high content of azelaic acid - a powerful anti- inflammatory

• Reduces redness and supports healing

EGCG Liposomes

• Abundant healing and antioxidant properties

• EGCG Liposomes control and promote skin barrier formation

• Supports a resilient, robust, supple stratum corneum

Complexion Skin Care Liposomes Plus

• Contains tranexamic acid and Niacinamide B3

• Tranexamic acid helps to stabilise peripheral capillaries and reduce inflammation

• Niacinamide B3 promotes the formation of the skin barrier defence systems

Boswellia Nanoparticles

• Contains frankincense extracts, a powerful anti-inflammatory

• Calming and soothing

• Strengthens the skin’s barrier function

CM-Glucan Complex

• Rebuilds the skin’s barrier defence systems

• Protects DNA of keratinocytes

• Wound healing & anti-inflammatory

As each skin is unique and requires an individualised approach, a dermaviduals bespoke prescription can only be formulated after thorough consultation with a trained skin treatment therapist. This is just a selection of the treatment options available and is provided as an sample only.

If you would like to discuss how dermaviduals can help you treat clients, please scan the QR code, complete the form and one of the team will be in touch.

What is P-Phenylenediamine (PPD?)

PPD is a chemical substance found in most lash and brow oxidative tints, hybrid stains and henna dye. Whilst most clients will not react to this ingredient, it can sometimes cause a reaction, particularly for those who are allergy prone or who have greater sensitivity around the eye area. Tints containing PPD have been banned for use in some countries such as the U.S.A. due to their reactive nature.

Do RefectoCil oxidative tints contain PPD?

RefectoCil oxidative tints do not contain PPD. They do contain an active ingredient called Toulene Diamine. This ingredient is less irritative than PPD and less likely to cause a reaction for most people (particularly on the lashes). It is important to be familiar with the product safety information which should appear on the packaging as well as what action is recommended should a client have a reaction during or after a treatment. It is recommended to carry out a skin patch test 24 hours prior to treatment, no matter what products are being used. If any doubt about ingredients, your supplier should be able to provide safety information and MSDs.

How do plant based tints work?

Refectocil Intense Brow(n)s hybrid colour is the latest innovation in lash and brow technology. Based on plant extracts, it utilises the naturally occurring reaction of silver nitrate, light, and iron oxide to deposit colour onto hair and stain the skin. This range does not contain PPD and is safer to use on sensitive areas as it does not contain ingredients that may cause an allergic reaction. For more information about this professional tinting range call RefectoCil Australia on (02) 7200 8452.

SUSTAINABLE SALONS REFRESHES BRAND IN LINE WITH ORGANISATION’S GROWTH

Sustainable Salons has launched a refreshed brand as part of its mission to get people, planet and profit working together for a sustainable future.

After close to a year of development, the refreshed brand will showcase the organisation’s growth. Initially launched as a salon resource recovery program, Sustainable Salons has grown into a for-purpose organisation servicing the hair, dermal, beauty, barber and pet grooming industries.

The organisation’s brand-new website is now mobile-friendly and accessible to those with vision or hearing impairments, dyslexia, epilepsy or other accessibility needs.

Paul Frasca and Ewelina Soroko, Sustainable Salons Co-Founders, explain, “We continue to embrace a circular economy by recognising the value of the materials we recover, whether we transform them into closed-loop products, donate proceeds to people in need, embrace a workforce with disability or contribute to restoring confidence to people suffering from medically-induced hair loss through our ponytail donation program.”

A key focus of the brand refresh has been on inclusivity. New gender-neutral avatars represent the people within the Sustainable Salons network of all nationalities, sexualities, abilities and backgrounds.

Visit the new Sustainable Salons website to find out more. www.sustainablesalons.org

COSMEDICAL SKINCARE BRAND, O COSMEDICS, IS DELIGHTED TO ANNOUNCE ITS EXCLUSIVE PARTNERSHIP WITH AUSTRALIA DEFENDER, ALANNA KENNEDY, AHEAD OF THE FIFA WOMEN’S WORLD CUP 2023.

The partnership has kicked off with the launch of a limited-edition O COSMEDICS Skin Fit Kit (imagery attached) featuring four of Alanna’s favourite skincare products. Alanna will continue her ambassadorship with O COSMEDICS throughout the tournament to the final on August 20, 2023.

“On the surface, the connection between the skincare world and sportspeople can be seen as an unlikely duo, but it makes so much sense,” Alanna explains. “As athletes, we spend more time outside than the average person. We’re exposed to the sun and skincare is something we can easily forget to take care of. I hope this partnership can serve as a reminder of how important taking care of your skin is.”

O COSMEDICS’s founder, Maria Enna-Cocciolone, adds, “This partnership transcends football and the World Cup. Yes, Alanna is a talented footballer who shines on the world stage, but more than her skill on the field, we admire the person she is. We hope this collaboration introduces people to Alanna as an empowered, tenacious woman brave enough to do what it takes to chase her dreams; traits that make her the perfect fit to represent O COSMEDICS.”

LOVE YOUR SISTER AND MOCHA ANGELS JOIN FORCES!

Samuel Johnson is embarking on another epic quest and the mocha angels, a division of mocha group is proud to announce that we have joined forces, once again, with Love Your Sister to help provide Precision Medicine for cancer patients everywhere.

THERE ARE TWO WAYS YOU CAN HELP... OR YOU CAN DO BOTH!

1. SIGN UP NOW FOR THE MOCHA ANGELS LYS PYJAMA DAY DRESS UP, WEAR YOUR PJ’S TO WORK, HAVE RAFFLES, MAKE CUPCAKES, WALK FOR THE CAUSE, HAVE FUN AND FUNDRAISE ANY WAY YOU LIKE!

2. BE ONE OF SAM’S 1000 FOR JUST $100 PER MONTH FULLY TAX DEDUCTIBLE.

SIMPLY DONATE THROUGH YOUR BUSINESS OR ASK YOUR CLIENTS TO ADD $1 TO THEIR HAIRCUT SO THEY CAN HELP TOO!

WE CAN SUPPLY YOU WITH ALL MARKETING MATERIALS TO ASSIST IN YOUR FUNDRAISING WHETHER YOU ARE ADDING A $1 TO EACH HAIRCUT OR HOSTING PYJAMA DAY!

Register here; www.surveymonkey.com/r/G355SL3

PBS ANNOUNCES SPA, SALON & CLINIC INDUSTRY WINNERS AT ITS GALA AWARDS NIGHT

Professional Beauty Solutions held its annual Gala Dinner and Awards night at Sydney’s Ivy Ballroom on Sunday night, in an inspiring celebration of the spa, salon and clinic industry’s top performers.

The Gala Dinner & Awards night was the crescendo to the industry-revered PBS Skin Summit – a two-day education and training event, designed to inspire and empower salon-owners to take their businesses to the next level of success.

Some of the highly coveted awards included PBS Brand Stockists of the Year, Rising Star, Best Client Transformation of the Year, Social Media Standout, Hall of Fame and Salon of the Year.

The Temple Skincare and Spa won Salon of Year. This is the second time owner Rene Herald and her team have won, having also taken out the top award in 2021. The Temple was recognised for its ongoing passion and commitment to excellence, education and their phenomenally successful insalon events.

Other notable winners from last night included Skin Rejuvenation by Tracey who picked up Pollogen Stockist of the Year and Best Client Transformation of the Year. Owner Tracey Cook started her business just two years ago as a side hustle to her nursing career. In the face of COVID, Tracey’s salon was then hit by the devastating Lismore floods in March 2022 which forced her to close her business for three months. With the help of PBS, Tracey successfully rebuilt her business, enjoying triple digit growth in the last 12 months and becoming one of PBS’ top 20 stockists.

While Lucie Missak from Sanctuary Beauty and Wellness won Sole Trader of the Year. Lucie was recognised for her impressive business growth and her inspirational non-profit mentor program for those suffering from severe acne and other debilitating skin conditions. Photographed by mochagroup.

Matt and Lisa Williams

Presenting at PBS Summit.

PBS Salon of the Year Winner - The Temple Skincare and Spa

Matt Williams Lisa Williams Professional Beauty Solutions Owners and Mochagroups’ Jarred Stedman

Meet the

Mala McAlpin knew from a young age that she simply couldn’t settle for one simple career.

She decided to follow my two passions - writing and beauty, knowing that she would one day combine the two to create a niche of skillset and endless variety in whatever it was that she chose to do.

In 2011, Mala graduated from Elly Lukas with a Diploma of Beauty Therapy, including ITEC international qualifications. She had already commenced a beauty traineeship in 2010, and in the years following continued to work in a number of spas and salons throughout Melbourne as she worked towards completing a Bachelor of Arts Journalism, Co-Majoring in Public Relations, in 2015. Mala eventually moved to Sydney, spent a while working full time in PR and eventually landed the role of Online Editor at SPA+CLINIC magazine. This led to several years fully immersed in the surgical and non-surgical medical aesthetics sector, where she fell back in love with the heavy science and anatomy content - always her favourite component of beauty therapy. Mala soon discovered that she could work hands-on in this space if she went into dermal sciences. So, by 2022 Mala had completed her Bachelor of Applied Health Science Clinical Aesthetics through the Australasian College of Health & Wellness (ACHW).

Today, her career is as diverse as she hoped and dreamed it would be. Mala works 2-3 days per week doing skin treatments alongside Dr Naveen Somia, a prominent Plastic Surgeon, and when she’s not in-clinic, Mala offers clinical training for a handful of brands, and freelance writing and marketing services for clinics, cosmetic physicians, and brands such as skincare and device companies. She attends (and sometimes speak at) industry conferences, volunteer as a committee member for the Australian Society of Dermal Clinicians (ASDC), and she is on the ACHW’s Academic Board. She is always looking for the next exciting opportunity!

What made you want to be a Beauty Therapist?

I remember being in my early teens and realising that I loved reading the copywriting (blurbs) on the backs of shampoos, moisturisers, body washes - any personal care product. I always found them to be so powerfully transportive and relaxing and draw attention to how important self-care and wellbeing is. I wanted to do that for people, through my writing or treatments or both, to form that same connection. I guess like so many other therapists, I want to look after clients and make them feel good, inside, and out.

What kind of treatment is your favourite and why?

I hate this question because I don’t think I really have a favourite! What I love most is the diagnostic parttalking to clients and forming a deep understanding of what bothers them, and finding the best solution for addressing that, and then delivering it with great results and seeing the positive change it brings.

How do you manage life and work balance?

This may be a little more complex for me to answer compared to most…I have been diagnosed with ADHD and ASD, and while these conditions actually come with some superpowers (multi-tasking, bursts of energy, hyperfocus, quick to pick up skills, and a desire to juggle lots) they also come with plenty of impacts on my mental health and professional career. My social battery dies quickly, which is terrible for the amount of networking and social events my career involves. I get burnt out easily and need ample time to recover, during which time I can barely function and do my work or even respond to messages. What I’ve learned over the years (and from years of excellent help from psychologists and psychiatrists) is to pay close attention to what I’m feeling and what my body is telling me. If I feel like I need to stop and rest, do it. If I’m at an event and my battery dies, sneak out and go home without feeling like it’s the end of the world if I don’t do the endless rounds of goodbyes (I used to hate this, but I’ve learned to let go!). I try to map my

week out with tasks scheduled in blocks, and when this doesn’t go according to plan - it’s okay. It just serves as a general guide; it doesn’t mean I’ve failed. The three most important lessons I’ve learned are to A) be kind to myself, B) be realistic and flexible with my task management, and C) that relaxation is productive.

Who inspires you in the beauty industry and why?

There are way too many to name. But I think for me it’s the ones who give up their time to teach and share their knowledge with others, with no expectation of anything in return. They volunteer to take themselves out of their insane schedules to speak at conferences or mentor students because they want to help, and give back, even when there’s nothing in it for them.

If you could spend a day with anyone from a business or lifestyle mentorship perspective, who would it be and why?

One of the best perks of working in a media position is having the opportunity to meet and talk to incredible people and attend all the conferences. I’m extremely lucky to have already met all my heroes in the industry! I’ve known Dr Somia for many years and although I now work as his Dermal Clinician, I never really get the chance to spend much time in-clinic with him. So, if I had to choose someone to spend the day shadowing it would definitely be him, watching him consult and perform his surgical procedures…I have a huge amount of respect for him and the way he operates, and the surgical sector is still one that I have much to see and learn about!

How important is training and education for you?

THE most important thing. Every day is a learning opportunity. I do as much training as I possibly can, including every conference, physical training session, information dinner, online seminar, you name it. While they can be overwhelming, industry conferences are the number one places to learn, you get to hear first-hand what others are doing in their practice and see the latest research, technologies, and treatments. Also, I became a freelancer so that I wasn’t limited to working with just one person or company. Everything I do, every person or brand I work with, it’s a learning opportunity. That’s one of the things I value most about my career.

Can you tell us a little about what you were most looking forward to being a member of the Beauty Squad team?

Being part of this year’s Beauty Squad has been another amazing achievement under my belt. I (among so many others in this industry) suffer massive imposter syndrome and often undervalue or disregard my skills and experience. But I think it’s so important to keep reminding ourselves of why we got to where we are. Being an award winner is a public validation of our skills and experience that can’t be argued with. It’s been so wonderful to be part of a community of other skilled therapists and to learn about their different passions and walks of life but see that same passion and drive to succeed reflected in all of us. All of the mentors and workshops we experienced in the house had something profound and wonderful to offer, and to take with us into the future, which I’m eternally grateful for.

Where do you see yourself in 10 years’ time?

Hopefully exactly where I am now - being extremely active in the industry, working a couple of days a week hands-on in clinic, and the rest of the time creating content and projects for people in the industry that inspire me and that I love working with.

FUN FIVE MINUTES WITH MALA

Worst fashion moment: The teen emo phase…

Worst Hair Day: 14 years old when I discovered Sun In, that bleach spray that you applied and then laid in the sun until it lightened!

Fave Destination: Tokyo

Fave Drink: Espresso martini

If you weren’t a beauty therapist, what would you be? I guess I’d still be creating content, marketing and PR for beauty and aesthetics. Nothing could keep me away from this industry!

Celebrating 20 Years of Beauty Expo Australia!

Beauty Expo Australia unites the beauty industry in the country’s largest celebration of all things beauty over one weekend. Be inspired with this unparalleled opportunity for connection and inspiration with a community of like-minded professionals. Join us for the 20th edition at the ICC Sydney Exhibition Centre Darling Harbour, Saturday 26 August 9am – 5pm to Sunday 27 August 9am – 5pm.

More than 7,000 visitors from all sectors of this fast developing industry came from across the country to enjoy a selection of products, treatments, trends and new techniques from both industry heavy-weights and new up-and-comers.

It’s important now more than ever that you are focusing on you and enhancing your beauty knowledge. Staying on top of the latest trends, procedures, products and knowledge is key for making this year a year of success.

WHAT’S NEW FOR BEAUTY EXPO 2023?

The return of the inaugural Face2Face Makeup Awards. The Face2Face Makeup Awards reward extraordinary makeup artists for their craft, creativity and passion. Created to be embraced by artists as a supportive and inclusive space to put their skills under the pressure of a competition, the Awards provide a platform to grow as an artist at any level. This is the must-enter competition for any makeup artist serious about their career and is back for the first time in four years. Internationally recognised, multi-award-winning makeup artist Isabelle De Vries is this year’s Creative Director. She challenges trends and stereotypes of beauty and has gained recognition from the industry’s elite. Categories for the awards include; Bridal, Fashion Editorial, Creative Makeup, Beauty Editorial, Student Beauty and Instaglam.

This year’s judges include Clare mac, Merton Muaremi, Bonnie Corban, Jahelshia Flavell, Martha Mok and Chereine Waddell.

Welcome to Home Grown Beauty, Spotlight stands focused on Australian Made. With a unique theme each year, this space is dedicated to showcasing a mix of new and original Beauty Expo brands focused on specific trends, themes, and attributes within the industry. In 2023, we are proud to shine the spotlight on Australian Made. As consumers become increasingly invested in supporting local businesses and are keen to purchase products that are made on home soil, our mission is to showcase the highly coveted and innovative Australian beauty brands

EXCITING 2023 FEATURES

The Australian Beauty & Aesthetics Conference - Over 30 sessions of immersive education, providing cutting edge insights, innovations and skills for your business and team. The Australian Beauty & Aesthetic Conference (ABAC) is 2 days of feature keynote presentations, panel discussions, case studies and educational sessions tailored around the business of beauty, wellness and aesthetics. A platform to connect and meet with thought leaders and like-minded beauty professionals, the Australian Beauty and Aesthetics Conference allows you the flexibility to curate your own program over either 1 or 2 days, based on your personal interest and business needs.

You can expect to hear from industry experts such as Sarah Hughes Dermalogica, Alanna Byriel Clinic Owner, Skin Freak Academy & Gloss Skin and Beauty, Faye Murray founder Your coach, DR. MED. Matthias Aust Head of Plastic & Aesthetic Surgery, Fiona Tuck Founder/Managing Director, Gay Wardle Founder/Owner Gay Wardle Education and many more. Full conference program coming soon.

200+ Leading Brands - Shop from Australia’s largest collection of professional beauty brands and products across 32 categories, including Crown Brushes, CoolSculpting, Professional Beauty Solutions, Advanced Cosmeceuticals, Lockslash, SNS, Dermaviduals, BLC, Lash V, Timely and Sunless Tanning, to name just a few.

The Business Couch - Need some one-on-one time with the industry experts? Book a free half hour consultation with our line-up of specialists in Salon Management, Sales and Marketing, Training & Development on the Business Couch. This is incredible opportunity to help push your business to the next level.

TICKET OPTIONS

To celebrate the 20th edition of Beauty Expo Australia, tickets are $20 for the first 2,000 beauty professionals. Whether you want to attend all sessions or just meet our incredible brands, we have a ticket option to suit you.

There is a full expo pass, 1 day conference pass and 2 day conference pass available.

To book your tickets for Beauty Expo, please visit www.beautyexpoaustralia.com.au/en-gb/register.html

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✓ Select 7 Skin Peel System

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Skin Boundaries!

By Alanna Douglas

It’s skin season! Finally! We can start doing some of the deeper work and make some big change. We can put our thinking caps on, and our brains can start running wild with the plethora of opportunities for skin revision. So where to start and how do we do this in a safe and measurable way to ensure we get good treatment outcomes. The secret is in the planning and are you ready for it? The B word BOUNDARIES!

Boundaries are not only important for life, but for skin treatments. Boundaries will stop you from dealing with unhappy skin and unhappy clients by saying a very simple word, NO! Time and time again I receive distressed messages from amazing clinicians who have simply let their clients walk all over them. This results in an unsatisfactory outcome for the client and the clinician questioning their ability. Which is so far from the truth! These outcomes have nothing to do with ability and education and everything to do with boundaries.

If your client is not prepared to listen and implement what is needed to prepare them for deeper treatments, then the very simple answer is; they do not get to have them. When we start making concessions because they have something similar at home it gets us into hot water. We don’t know the formulation, strength and how the actives are sourced in over-the-counter brands. So, even if a client is using an off the shelf Alpha Hydroxy Acid it does not mean it will perform the same! Homecare is our insurance policy. You

wouldn’t drive your car without insurance so why would you do that to your face?!

How do we say no? Sounds easy but it’s not, if it was, I wouldn’t be writing this article. There are so many ways to redirect and give options to your clients that put clear boundaries in place and still get the results. For example, if they are not prepared to invest in homecare that is cosmeceutical grade, “that’s no worries we will just stick to basic treatments until we can start drip feeding some actives into your home or would you prefer to invest in your homecare and pop your treatments on hold for a bit?” This is giving them an option and you’re also setting in place a clear boundary and a solution all at the same time.

It is so much harder to explain to client after their unsatisfactory outcome or skin response that the reason why is all in the preparation and homecare. This is how you break trust and get yourself into hot water, so let’s not get there in the first place. Once you have mastered boundaries skin treatments will be less stressful and results with come with EASE.

Once you have your boundaries in place it’s time to treatment plan. I love to start with enzymes they are so versatile and will tell a story about your client’s skin. I find I can learn a lot about their barrier just by testing with an enzyme. From here I like to spend at least a month prepping with peptides, antioxidants and a sprinkle of gentle fruit acids and a nice retinol. The icing on the cake is of course pigment inhibiting and brightening actives, I find this is a nice recipe to begin with, of course all depending on your client’s skin goals and contraindications. Some gentle resurfacing treatments and feeding the skin with delicious infusions is a recipe for divine skin in winter. Then, of course if you can sneak in some radiofrequency and skin needling when and if your client is ready and a suitable candidate.

So go forth, set your boundaries and go create some beautiful winter skin transformations!

With love, Alanna

Skin Freak Academy

www.skinfreakacademy.com.au

hello@skinfreakacademy.com

Stem Cell Therapy

without the Cells!

By Gay Wardle

Adult stem cell therapy has become well-known as a possible treatment for various medical conditions. However, it is not the stem cells that provide the therapeutic benefits, but the molecules released by these cells. This finding has led to the development of stem cell therapy without the cells, which involves using the molecules released by stem cells to promote tissue maintenance and repair.

Proteosomes, heat shock proteins, cytokines, antioxidant proteins, and building block proteins are five molecular types necessary for stem cells to maintain and repair tissues. This article highlights the significance of these molecules in such processes.

Building block proteins:

Containing collagen and laminin, the extracellular matrix (ECM) is vital in maintaining and repairing tissue. As the most abundant protein in the human body, collagen can be found predominantly in skin, cartilage, and bone. Meanwhile, laminin contributes to the formation and upkeep of tissue architecture as another essential ECM component.

As studies have indicated, tissue repair and regeneration can be encouraged through the release of building block proteins by stem cells. One exciting example of this was found in a research paper published in the International Journal of Scientific Research. It was observed that collagen and other ECM proteins released by stem cells stimulated hair growth when used in tandem with microneedling techniques (Gawdat et al., 2022).

Antioxidant proteins:

Antioxidant proteins help to protect cells from oxidative damage caused by free radicals. One example of an antioxidant protein is superoxide dismutase, which is found in various tissues and organs, including the liver, pancreas, and brain. Another example is glutathione peroxidase, which is found in red blood cells. These proteins play an important role in maintaining the health and function of cells in the body.

From cancer to neurodegenerative disorders, many diseases develop due to an imbalance between antioxidants and reactive oxygen species (ROS) in our bodies. Oxidative stress is a process that occurs when there is an imbalance between reactive oxygen species (ROS) and antioxidants in the body. To protect against these damages, antioxidant proteins like superoxide dismutase and catalase take the limelight by guarding the cells against oxidative stress.

In protection from oxidative stress, stem cells release numerous antioxidants. Researchers have found that stem cells release superoxide dismutase and catalase, which can protect cells from oxidative stress and promote tissue repair (Rodríguez-Fuentes et al., 2019).

Heat shock proteins:

Proteins called heat shock proteins (HSPs) play a critical role in safeguarding and repairing other proteins. When the body encounters different forms of strain, such as radiation, heat, or oxidative stress, HSPs are produced. Their jobs range from protein folding to disposal and transport, as well as thwarting cell damage.

Stem cells release various HSPs that can help protect and repair tissues. For example, in a study published in the journal PLOS ONE, researchers found that stem cells release HSP70, which can protect cells from oxidative stress and promote tissue repair (Nakamura et al., 2012).

Proteosomes:

Proteosomes are protein complexes that are pivotal in protein recycling and degradation. Through their regulation of cellular processes such as DNA repair, apoptosis, and cell cycle progression, they play an essential role in maintaining the smooth functioning of cells. Proteasome dysfunction has been linked various medical conditions, including neurodegenerative diseases and cancer.

In the journal Stem Cells and Development, a study discovered that proteosomes are released by stem cells to aid in recycling and repairing proteins for tissue repair purposes (Kwon et al., 2014). This is an excellent example of the capabilities of stem cells.

Cytokines:

Proteins called cytokines have the vital task of regulating the immune system. They are involved in various immune responses, including inflammation and immune cell activation. In addition, they also aid in tissue regeneration and repair by promoting cell migration and proliferation.

In the world of stem cell research, it has been revealed that stem cells release a range of cytokines. These cytokines, such as interleukin-10 and transforming growth factorbeta, can modify the immune system and encourage tissue repair (Huang et al.).

Conclusion:

Using the molecules discharged by stem cells rather than the stem cells themselves, non-cellular-based stem cell treatments may be a promising solution for various medical and skin conditions. Antioxidant proteins, building block proteins, proteosomes, cytokines, and heat shock proteins, originate from stem cells and are vital to maintaining and repairing tissues.

Studies show that tissue regeneration and repair can be promoted by the molecules released by stem cells. Stem cells release essential building block proteins like collagen and laminin, contributing to tissue architecture and repair, and antioxidative proteins like superoxide dismutase and catalase, which guard the cells and tissues against oxidative stress. Heat shock proteins, proteosomes that aid in repairing damaged proteins, and cytokines that modulate the immune system and promote tissue repair are also released by stem cells.

By utilising the molecules released by stem cells, we can encourage the restoration and regeneration of tissue.

References:

Gawdat, H.I., AlHusaini, H.A., Mohamed, N.A., Farag, E.A., & Alkafrawy, H.H. (2022). Adult stem cells release molecules in combination with microneedling restores hair growth. International Journal of Scientific Research, 11(4), 353–359.

Huang, S.P., Hsu, C.C., Chang, S.C., Chang, C.H., Wang, J.H., & Lin, C.S. (2015). Adipose-derived stem cells seeded on acellular dermal matrix grafts enhance wound healing in a murine model of a full-thickness defect. Stem Cells Translational Medicine, 4(5), 545-555.

Kwon, D.S., Gao, X., Liu, Y.B., Dulchavsky, D.S., & Danyluk, A.L. (2014). Proteosomes from bone marrow mesenchymal stem cells enhance wound healing by promoting angiogenesis. Stem Cells and Development, 23(6), 628–638.

Nakamura, T., Fujisaki, T., Ueda, Y., Ozawa, H., & Kawamoto, Y. (2012). Protection of heat shock protein 70 on oxidative stress-induced cell death in osteoblast-like cells. PLOS ONE, 7(9), e44039.

Rodríguez-Fuentes, D.E., Fernández-González, G., & Hernández-Camacho, J.D. (2019). Antioxidant and anti-inflammatory properties of mesenchymal stem cells from various sources. Cells, 8(8), 769.

Combination Treatments are the Next Big Thing, according to Dermatologists.

By Mala McAlpin, Dermal Clinician & Freelance Aesthetic Writer.

You want to know what’s new, what’s emerging, what can you do differently to get better results. You can usually find most of these answers at conferences. But there are SO many to choose from and so little time. If you work in the beauty sector, you may not consider dermatology education as a relevant or necessary part of your educational calendar. However, as literal skin doctors, dermatologists may have a lot more relevant teachings than you might have thought. More specifically, cosmetic dermatologists.

The Australasian Society of Cosmetic Dermatologists (ASCD) hosts a couple of educational events per calendar year, including their most anticipated ASCD Symposium in Melbourne every March. Even if you aren’t working in the field of dermatology or medical practice; if your specialty is skin, you’ll find some exceptional tips and information to help improve your treatments - much more than you might have imagined. This is because the field of dermatology is extremely evidence-based. Physicians are not wildly experimental and certainly not trend-focused - they base their practices on what the current research says is safe and effective. What does this mean for you as an attendee? Well, a couple of things.

First, you know that any treatment being discussed, works. It isn’t just a fad, it’s been backed by peer-reviewed, quality studies. And you usually get to see some of these studies presented to you on the screen. Second, if a physician derives their practices from studies, it means they are constantly reading and researching. I.e., they are at the forefront of

what’s happening in the research field. And wouldn’t you rather receive your news and information from someone who discovered that in a quality peer-reviewed source rather than social media or industry buzz?

If these points resonate with you, perhaps a cosmetic dermatology event may be more relevant to you than previously thought! As for this year’s ASCD Symposium, there was one common theme that stood out among multiple speakers, and that was combination treatments.

Those working in skin, dermal, and cosmetic medicine will likely have noticed a shift towards combination therapies recently. This may be due to the fact that no one device can improve every indication, and so multiple modalities are required. It may also be attributed to the fact that cosmetic treatments are continuously becoming more and more popular, acceptable, talked-about, and ‘on-trend’, that clients are more willing than ever to try new things. Many topics at this year’s event were therefore geared towards answering the questions of how to pair injectables with lasers, or lasers with needling, or needling with RF (radiofrequency). As always, ASCD brought us an impressive lineup of local and international speakers, specialising not just in cosmetic dermatology but plastic surgery, dermal sciences, and cosmetic injections. Here are my two key takeaways, as translated by a Dermal Clinician & Beauty Therapist.

1. Before selling a client/patient on a string of costly treatments, use the ‘foundation then concealer’ rule - if you apply foundation first and see how much coverage you achieve, you may require less concealer than first anticipated.

I.e., when it comes to combining injectables with treatments like RF, needling, lasers etc., conduct the skin modalities first. Then assess how many/how significantly their concerns have been addressed before going in with toxin or filler. Perhaps you can achieve a considerable amount of skin plumping, wrinkle reduction etc. so that less toxin and/or filler is required. This not only saves costs for the client/patient but also improves the effects and longevity of the injectables due to improved skin quality, dermal hydration, and collagen network.

2. If you’re conducting any treatments that induce dermal heating, i.e., RF, IPL, Tixel, and just about any laser, there will be a loss of hydration in the tissue. When you’re structuring your treatment plans, you should therefore factor this in, either with great skincare or supplementary treatments. For example, one speaker described how he would follow each RF needling treatment with a certain bio-remodeling filler for hydration after two weeks, in order to address the loss of dermal hydration due to bulk heating, before returning to another RF session. The lesson here is this - think about any potential downsides of the treatments you’re conducting and address them accordingly.

ASCD’s next event is their annual one-day Emerging Trends in Cosmetic Dermatology in Melbourne, November 12th, with the next Symposium scheduled for March 22-24, 2024.

Mala is a freelance writer & marketing expert creating feature articles, copywriting, and business support services for the beauty and aesthetics sectors. For more information visit malamcalpin.com.au

If you value education and consider yourself a leader in the beauty industry, it’s likely that you’re constantly on the lookout for ways to be innovative.

The Power of Thorough and Holistic Skin Consultations: Elevating Dermal and Beauty Therapists for Optimal Client Care.

By Nancy Abdou, ABIA Educator of The Year:

As dermal and beauty therapists, our mission is to provide exceptional care and achieve optimal outcomes for our clients. To accomplish this, it is crucial to go beyond surface-level assessments and embrace thorough and holistic skin consultations.

These consultations set us apart from others in the industry, allowing us to develop tailored treatment plans that address the root causes of skin concerns. Let’s explore the importance of comprehensive skin consultations, how they ensure best practice, and the benefits they bring to both the therapist and client, along with the key elements that encompass an excellent skin consultation, including active skincare, internal supplementation, diet, and lifestyle considerations.

The Importance of Thorough Consults:

Thorough and holistic skin consultations serve as the foundation for successful client outcomes and establish dermal and beauty therapists as experts in their field. Unlike superficial consultations, these comprehensive assessments dive deeper to understand the individual’s unique skin concerns, skin care history, lifestyle factors, and overall well-being. By taking a holistic approach, therapists gain valuable insights into the client’s skin condition, potential triggers, and contributing factors, enabling them to develop personalised treatment plans that address the root causes rather than merely addressing symptoms.

Setting Yourself Apart:

Therapists who prioritise thorough skin consultations set themselves apart in the industry. By demonstrating a commitment to comprehensive client care, they establish themselves as trusted experts who prioritise long-term skin health rather than quick fixes. This not only enhances their professional reputation but also fosters client loyalty and satisfaction.

Best Practice:

Thorough skin consultations are essential for ensuring best practice in dermal and beauty therapy. By conducting in-depth assessments, therapists gain a comprehensive understanding of the client’s skin type, concerns, expectations and goals, along with if and how a client has prepped their skin for aesthetic treatments. This knowledge allows them to recommend the most suitable treatments, products, and lifestyle modifications, optimising and enhancing out-comes and minimising the risk of adverse reactions. Furthermore, thorough consultations enable therapists to track clients’ progress over time, make necessary adjustments to their treatment plans, and provide ongoing support

Benefits to the Therapist and Client:

An in-depth skin consultation offers numerous benefits to both the therapist and the client. For therapists, these consultations provide an opportunity to build strong relationships with clients, fostering trust and loyalty. By offering personalised treatment plans based on comprehensive assessments, therapists can witness tangible improvements in their clients’ skin, leading to a sense of professional fulfillment. Additionally, by consistently delivering exceptional care, therapists enhance their professional reputation and position themselves as leaders in the field.

For clients, the benefits are equally significant. Clients receive individualised treatment plans that address their specific needs and concerns, leading to more effective and targeted results. They also gain a deeper understanding of their skin and learn valuable self-care practices that can be incorporated into their daily routines. Moreover, clients appreciate the personalised attention and the sense of partnership that comes with a therapist who takes the time to understand their unique circumstances and needs.

Elements of an Excellent Skin Consultation:

1. In-depth Skin Analysis: Assessing the client’s skin type, concerns, and conditions using advanced diagnostic tools to understand their unique needs.

2. Medical History Assessment: Conducting a thorough review of the client’s medical history, including any pre-existing conditions, allergies, medications, or previous skin treatments. This information helps identify potential contraindications and ensures safe and appropriate treatment recommendations, along with assessing their wound healing capabilities.

3. Lifestyle and Diet Assessment: Exploring the client’s lifestyle and sun exposure habits, stress levels, dietary choices, and exercise routines to identify potential triggers or aggravators of their skin concerns.

4. Active Skincare Recommendations:

Recommending evidence-based skincare products that target specific concerns, promoting healthy skin function and repair, as well as preparing skin for aesthetic treatments.

5. Internal Supplementation: Discussing the role of internal supplements, such as vitamins, minerals, and antioxidants, in supporting overall skin health, healing and addressing specific skin concerns.

6. Diet and Nutrition Guidance: Offering guidance on skin-friendly diets, including recommendations for nutrient-rich foods, hydration, and potential dietary modifications.

7. Lifestyle Modifications: Identifying lifestyle factors that may impact the client’s skin health, such as smoking, sun exposure, alcohol consumption, and sleep patterns, and providing strategies for improvement.

Thorough and holistic skin consultations are essential for dermal and beauty therapists committed to providing exceptional client care. These consultations enable a complete understanding of the client’s health and empower therapists to make informed decisions regarding suitable treatments. By addressing the root causes of skin concerns, therapists enhance outcomes, reduce adverse reactions, increase client satisfaction, and achieve professional success.

Experience the transformative power of thorough and holistic skin consultations with our comprehensive training video. Our video resource, meticulously crafted to guide you through the intricacies of running an exceptional consultation, will empower you to elevate your salon or clinic. Embrace the opportunity to deliver personalised care, achieve remarkable client results, and unlock your full potential as a dermal and beauty therapist. Follow this link, to gain access to this invaluable resource and take your practice to new heights: www. dermalandlaser.com.au – under the training and workshops tab.

Circadia Set to Make Waves in Sydney with CEO Michael Pugliese’s Debut Appearance

An Award-Winning Range with a rhythm of its own!

Circadia, the global skincare and education powerhouse, is gearing up for an unforgettable appearance at the highly anticipated Beauty Expo Australia, featuring none other than their dynamic CEO, Michael Q. Pugliese.

Located at the ICC Sydney, the Beauty Expo is the ultimate gathering for beauty professionals, bringing together industry experts, brands, and enthusiasts under one roof. This year, the expo will witness the arrival of Circadia, a brand renowned for its cutting-edge skincare solutions and dedication to education.

Running concurrently with Beauty Expo 2023, CEO Michael Pugliese will host an open skincare training event known as Circadia Connect. Set to captivate attendees on Monday, August 28, at the Hilton Sydney, this experience is thoughtfully crafted to provide skincare professionals with a blend of invaluable education and networking opportunities. By attending Circadia Connect, skin and beauty professionals alike can anticipate enriching their understanding of skin science and propelling their knowledge of ingredients to new heights.

The Circadia Approach to Professional Skincare

“It takes many disciplines to create a professional skincare line. We believe it must begin with an accurate knowledge of the structure and function of the skin to evaluate skin conditions and identify the source of them. Circadia works tirelessly to research, assess, and innovate with this in mind.” - Circadia

Circadia’s approach to skincare extends far beyond conventional product development. Rooted in the understanding of the skin and body’s natural circadian rhythms, or chronobiology, it embodies a philosophy that harmonises science and nature. By combining the latest advancements in skincare technology with the healing power of botanicals, Circadia has unlocked a new realm of possibilities for achieving optimal skin health and beauty.

If you step into the heart of Circadia’s operation, you’ll find a state-of-the-art production centre where raw ingredients are transformed into awardwinning skincare products. Every ingredient is carefully selected and meticulously formulated, combining cutting-edge advancements in stem cell technology and second-generation vitamins.

With complete control over the manufacturing process, Circadia’s team of experts produces, fills and packages the products right on-site. By taking the reins of their own research and manufacturing, Circadia maintains an unparalleled level of control and consistency. From the initial stages of formulation to the final packaging, Circadia’s full-service facility allows for meticulous attention to detail, resulting in products that exceed expectations.

A Legacy of Education, Formulary Expertise and Exemplary Leadership in the World of Skincare

In the ever-evolving world of skincare, few individuals have made a lasting impact like Michael Pugliese. His unwavering dedication to education, formulary expertise, and visionary leadership has propelled Circadia to the forefront of the industry, revolutionising the way we care for our skin. But behind this remarkable success story lies a rich heritage and a legacy of innovation that spans generations.

The foundation of Circadia’s success can be traced back to Dr. Peter T. Pugliese, Michael’s visionary grandfather. His relentless pursuit of knowledge and groundbreaking research laid the groundwork for Circadia’s formulary expertise.

One of Dr. Pugliese’s most notable contributions was his groundbreaking research on peptides. In the 1980s, he conducted the initial clinical studies on the first commercially available peptide for cosmetic use. This pivotal research expanded the possibilities of peptide usage in personal care products worldwide.

Now, in 2023, Michael Pugliese carries the torch, building upon his grandfather’s legacy and infusing it with his own passionate vision.

As the CEO of Circadia, he is revitalising Dr. Pugliese’s pioneering innovations, bringing a fresh perspective and invigorating industrystandard ingredients.

Michael’s commitment to education is evident in every aspect of Circadia’s operations. Understanding the importance of empowering skincare professionals, he has made education a cornerstone of the brand.

Attend Circadia Connect

Staying ahead of the curve is essential for professionals looking to deliver exceptional results to their clients. Circadia Connect, an exclusive training event that is setting the standard for how skincare professionals acquire knowledge, gain insights, and elevate their practices.

If your key values include education, ethical and sustainable ingredients, and superior quality ingredients and formulations, get in touch directly for event and ticketing information. Special partnership offers will also be available to attendees on the day.

Event Details: www.trybooking.com/CGCNM

Pro Power Peel

drive powerful results mix, layer + customize.

It’s a well-known fact that cell turnover slows dramatically as we age. The impact of this decline presents in the skin in a variety of ways. While some patients experience an increase in ageing symptoms such as fine lines and wrinkles, others may experience acne, hyperpigmentation – or a combination of them all.

Chemical peels are still considered one of the most effective ways to address these concerns, however, there’s no such thing as “one peel fits all”. In the past, this has led to clients not feeling satisfied with their results as not all their concerns have been addressed. Dermalogica’s pro power peel is totally re-shaping the peel market as it is designed to be customised, addressing individual patient needs with strong innovative formulas without creating unnecessary inflammation.

The peel system comprises of a prepping solution, three individual peel formulas and a neutralizing solution. Pro power peel is completely unique in its formulation due to the ability for each peel formula to be applied as a single peel choice or for the various peels to be combined on a gauze or layered to target individual client concerns. Due to the peels potency and low pH, therapists need to fully understand how the formulas work and how to prepare their clients skins and look after them post-procedure.

The three peel formulas address the three main client concerns of ageing, pigmentation and breakouts.

PowerClear Peel is a potent clearing peel formulated to target blemishes, prevent breakouts, reduce sebum production and visibly diminish post-inflammatory hyperpigmentation.

Power clear peel is formulated with 2% Salicylic Acid, a lipophilic BHA able to disrupt desmosome

cohesion while penetrating the sebaceous gland to help remove impaction plugs.10% Mandelic Acid (from Bitter Almonds) and 15% Malic Acid (from Apples) speed up cell turnover rate to help even skin tone. Dermalogica’s patented Terpineol-Thymol Complex helps suppress sebum production and works with skin’s natural microbiome to kill breakout-causing bacteria in minutes.

The UltraBright Peel utilizes the power of lactic acid to brighten dull skin, hydrate and minimize the appearance of fine lines and wrinkles

This innovative formula incorporates 30% Lactic Acid, to stimulate exfoliation by decreasing corneocyte cohesion. Lactic acid is a popular ingredient due to its humectant properties but also its size. As an acid with a larger molecular size, it penetrates the skin more slowly and is therefore less irritating to the skin. Phytic Acid aids in cell turnover, brightening the skin and providing antioxidant benefits and Mucor Fungal Extract mimics the effect of Cathepsin D (a proteolytic enzyme that plays an important role in maintaining a normal skin barrier), to deliver an efficient exfoliation.

AdvancedRenewal Peel is a powerful peel formulated to resurface the skin to help fight the visible effects of Advanced Glycation Endproducts (AGEs), minimizing the appearance of fine lines and wrinkles, hyperpigmentation and evening skin tone.

30% Glycolic Acid decreases corneocyte cohesion and enhances skin desquamation, facilitating exfoliation and cell renewal, while Opuntia Ficus-Indica Flower Extract stimulates natural desquamation enzymes involved in the degradation of intercellular adhesion structures in the corneum enabling skin clarity and luminosity. Glycolic Acid’s small molecular size allows it to penetrate skin quickly and easily, so it’s important to monitor skin for erythema and irritation during application.

When used as singular peels or in combination, and as part of a treatment program, clinicians are able to target the three main skin concerns for their patients and achieve outstanding results and patient satisfaction.

Solutions for Acne, The Choice is Clear

As the most-trusted professional microneedling device, Dermapen 4™ by DermapenWorld delivers long-lasting results for many skin concerns including stubborn acne. Since introducing microneedling in 2010, DermapenWorld has always maintained the ‘gold standard’ in microneedling.

To date, more than 4 million Dermapen Treatments™ have been performed worldwide, so there’s little surprise that the word is spreading, and patients can’t get enough! This growing confidence is also helping to put to bed the misconception within the industry that patients with acne are not suitable for microneedling.

With state-of-the-art features and cutting-edge technology, Dermapen 4 is shown to provide impressive results for patients with acne, without compromising safety. Patients benefit with realistic, clear-cut solutions to achieving their skin goals.

Understanding Microneedling

Microneedling involves super fine needles, which are adjusted to different depths and speeds at a touch of a button, to create fractional punctures in the skin. Known as micro-injuries, the punctures stimulate the body’s natural repair and renewal process.

Unlike any other professional device, Dermapen 4 uses a 16-needle cartridge with Advanced Oscillating Vertical Needle™ (AOVN) Technology. When performed at the maximum speed of 120 revolutions per second, it will create 1,920 punctures per second. It has the potential of creating millions of micro-channels up to 104%

faster than any other microneedling device. And that can mean faster treatment times, making it convenient for patients to book lunch-time skin rejuvenation appointments.

Dermapen 4 also has a unique Scar Treatment

Setting to help patients living with post-acne scars. When selecting this setting, the device automatically recalibrates to a lower setting of 60 revolutions per second but increases to a depth of 3mm, creating micro-channels deeper in the skin to target scar tissue.

Specialty Serums for Acne

Dp Dermaceuticals™’s MG-Collection is a professional-only range of Meso-Glide™ serums designed to aid microneedling and boost results. The topicals help the Dermapen™ to glide effortlessly over skin and deliver powerful actives via the micro-channels. With six serums in the range, each targets a specific skin condition, including acne and post-acne scars.

MG-CLR™’s potent combination of antimicrobial peptides and bio-compatible extracts help clear acne and visibly improve problematic skin indications. With key ingredients including Niacinamide, Liquorice Root, Honey Extract, Vitamin C, Oligopeptide-10 and Kojic Acid, it also delivers anti-bacterial and anti-inflammatory properties while regulating sebum. For patients with post-acne scars (rolling, boxcar and ice pick) and anetoderma scars (pock marks), MG-R.A.S.™ is the preferred Meso-Glide option. Its blend of antioxidants, vitamins, peptides and botanical extracts include Retinaldehyde, Vitamin E, Centella Asiatica Extract, and Copper Peptides which work together to support wound healing.

High-Performance Skincare

Another important element of Dermapen Treatments is educating patients about the importance of Dp Dermaceuticals in their skincare plan. Created to complement microneedling, the products are backed by science and work synergistically to improve the health of skin. Dp Dermaceuticals is a Non-Negotiable to help patients prepare their skin for microneedling, nourish skin immediately after and provide ongoing skin care between appointments.

For problematic and acneic skin, CLR FOAM CLEANSER™ is the number one choice for morning and evening routines. It clarifies and calms skin, helps regulate oil production and can kill P-acne bacteria. Further cleansing of the skin can be achieved with CLINIPREP™. In just 15 seconds, it disinfects and provides anti microbial and antibacterial protection. It can be spritzed on multiple times throughout the day. CLR LOTION™ locks in moisture while minimising redness and inflammation, making it perfect for reducing blemishes.

With a wide range of products, Dp Dermaceuticals targets all skin types, most skin concerns and conditions. The choice is clear for patients with problematic skin, active acne and post-acne scars.

Interested in helping your patients achieve their skin goals fast? Join the Dermapen 4 revolution and become an Authorised Treatment Provider. Contact your local Distributor or visit DermapenWorld.com/ contact-us

Acne Awareness Month is an opportunity to consider how you can deliver a highly effective solution for patients with problematic and acneic skin.

Target Acne with Precision

Microneedling with Dermapen 4 is an effective way to help patients with acne, wherever blemishes and spots may appear.

Image courtesy of Petr Zach, Beauty Project, Prague

Image courtesy of Harmony Skin & Beauty

Image courtesy of The Glam House, Tirana, Albania

MAGAP Australian Makeup Artist of the Year 2023!

By Louise May

Chereine Waddell was incredibly fortunate to grow up in an eccentric household with parents who celebrated and encouraged creativity, colour, and play. Chereine credits them for her journey as a makeup artist.

There were no expectations or obligations; they always told her to follow her heart. When Chereine started as a baby-faced makeup artist at the age of 17, it was out of a desire to play, experiment, and express her creativity. She is pleased to say that all these years later, nothing has changed in that regard. Her work has always been a little left of centre, with an obsession for art and collage.

Chereine have always loved learning and has seen value in challenges and self-development. As a result, doing makeup was never enough for her. She studied art, fashion design, and graphic design. These pursuits deepened her desire to do more than just create an image for the sake of an image. Chereine wanted to explore ideas, emotions, narratives, and be curious in the pursuit of process, outcome, and post-production to give an image more depth. The drive has remained the same, but she believes the quality, knowledge, contacts, and outcomes have refined over time. Like a fine wine, Chereine Waddell has matured with experience and wisdom.

In this interview, our Beauty Biz Editor Louise May, explores Chereine Waddell’s journey to becoming MAGAP Australian Makeup Artist of the Year 2023. From her eccentric upbringing to her passion for pushing creative boundaries, Chereine’s story is one of persistence, inspiration, and remarkable achievements.

Congratulations on winning the Makeup Artist of the Year award at the MAGAP Awards! How does it feel to receive this recognition for your talent and achievements in the field of makeup artistry?

Thank you so much. In all honesty, I did the worst acceptance speech on the awards night. By the time they announced the Makeup Artist of the Year award, I

was just embarrassingly speechless. The room was filled with incredible talent, successful and established artists who had submitted amazing work. Many of them are artists that I look up to with total admiration and inspiration. The whole experience feels quite surreal. However, when I look at my bookshelf where my awards are displayed, I am reminded that patience, persistence, and true passion manifest in beautiful and unexpected ways.

Can you share some of the highlights and achievements in your makeup artistry that led to you receiving the Makeup Artist of the Year award?

There have been so many highlights over the years. It’s often not until I update my Bio or CV that I truly realise how fortunate I have been to have had this career for nearly 20 years, and hopefully another 20 more. Some of my achievements include working with amazing fashion brands such as Nicola Finetti, We Are Handsome, By Johnny, Romance Was Born, General Pants, and Dickies. I have also worked on popular TV shows including The Voice, IDOL, X Factor, Come Dance with Me, and This Is Your Life. Additionally, the opportunity to work on the magical live-action Lion King Theatre Production.

My work has been featured in numerous publications, including Elle China, Vogue Italia, In Style, Culture, Oyster, Peppermint, Black, Laud, The Journal, Lucy, Pap, Factice, Vulkan, Rebel, and Schön. I have collaborated with commercial clients including Walt Disney, QVB, Natural History Museum, Sydney Film Festival, After Pay, Mercedes, Merivale, W Hotels, Salvation Army, AFL, NSW Fire and Rescue, Adobe & LG. It has been an array of

vibrant experiences that have ultimately made me versatile and competent in my skill sets. I try not to take any of these opportunities for granted. It has been a blast.

The MAGAP Australian Makeup Artist of the Year award has been previously won by highly respected artists. How does it feel to join the ranks of these esteemed professionals, and what do you think sets you apart from your predecessors?

It is a great honour and privilege, to say the least. Apart from my yellow hair, which makes me stand out in a room (and helps my husband, who is quite blind, not lose me in a crowd), I think what sets me apart is that there is only one of me. I have, for the most part, stayed in my lane and stayed true to what I love and enjoy doing creatively, even when others at times wanted me to compromise my style. The road I have taken is often less travelled and requires time to carve, as well as self-assurance along the way. But as a result, I’m not afraid to experiment, make mistakes, and push boundaries. That is ultimately what drives me. I firmly believe that success waits for us behind fear, so my motto is always to do it afraid. What sets me apart is my belief in what my mother instilled in me—I am unique. And I am proud of that.

How has winning this award influenced your future goals and aspirations as a makeup artist?

That’s a great question! There is no doubt that awards give a nice confidence boost to one’s self-esteem. I think it is important to take a moment to celebrate the milestones, • cont’ over page

“FIND YOUR LANE, FIND YOUR TRIBE, AND DO IT AFRAID. SUCCESS IS ON THE OTHER SIDE OF FAILURE. THAT’S WHAT MAKES IT BEAUTIFUL AND ENRICHING.”

• cont’ from page 45

but it’s also crucial not to overstay the visit and become too comfortable. In 2023, I’m all about momentum. What seemed impossible became possible, and now is a great time to reflect and ask myself, “What else am I capable of?”

Whether it be securing bigger clients, getting more magazine covers, or pursuing more education to inspire others, what I know for sure is that if you never try, you will never know. It’s the art of continuing to try.

How do you approach your craft, and what inspires you when creating unique and captivating makeup looks for your clients or projects?

If I had to sum up how I approach my craft, it would be with curiosity. There are a multitude of things that inspire me, including nature, art , light, textures, food, and objects. Inspiration comes from the most unexpected sources if you’re open to it. But primarily, I’m inspired by nostalgia, emotions, and narratives. For me, that’s what gives my work depth and connection.

Winning multiple MAGAP awards, including Creative Makeup Artist of the Year and Beauty Makeup Artist of the Year, speaks volumes about your versatility and artistic talent. How do you think this recognition will inspire other makeup artists to push their creative boundaries?

What I hope I can inspire in other makeup artists is to follow their passion with intent and purpose. Pushing boundaries is a conscious choice. When I was in university studying fine arts, one of the students was lost as to what to make art about. My teacher’s answer was, “What are you obsessed with? Make art about that.” That piece of advice has never left me. I am constantly finding random things and asking myself, “How can I put that on a face?” Because I’m obsessed with collage, sculpture, and decoration. I believe the biggest misconception is that creativity means doing avant-garde. If an artist is obsessed with brows, lips, skin, or anything else, do what feels comfortable, get the shot, and then ask yourself, “How could I push this further?” Take the shot again and then ask, “What’s the furthest I could push this?” Knowing that you may create a hot mess or, in those rare moments, an award-winning makeup and a shiny trophy to remind you that the reward is in taking the risk.

Disclaimer: Do not try this on paying bridal clients or highend commercial jobs. But make time to play, experiment, and create in a safe space with people you trust. What you may not know is that some of my best work has been done in my living room, wearing Ugg boots, with my dog licking the glitter off our floor (joking—she’s usually licking the model’s feet instead).

What message or advice do you have for aspiring makeup artists who are looking to make their mark in the industry and potentially win awards like the Makeup Artist of the Year? Find your lane, find your tribe, and do it afraid. Success is on the other side of failure. That’s what makes it beautiful and enriching.

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A True Visionary in the Make Up World.

By Chereine Waddell

With a background in Visual Arts, he flawlessly analyses facial structures and transforms clients’ visions into stunning reality. His expertise has taken him across the globe, sharing his knowledge as an international guest artist and leaving his artistic imprint on countless faces. Merton Muaremi is a true visionary, redefining the art of makeup with every brushstroke.

You have had an illustrious career as an international makeup artist. What initially ignited your passion for makeup, and how did you decide to pursue it as a profession?

I studied art from primary school all the way through to high school and TAFE. I loved art; however, I felt like something was missing. When I moved to Sydney at the age of 18, I randomly came across an ad in a magazine advertising a makeup course. I thought it could be fun, so I started the course. Initially, I thought I would dive into special effects, but once we studied the beauty component, I fell in love with being creative on three-dimensional forms. And now, 19 years later, I am still loving it.

With over 19 years of experience in the industry, how have you witnessed the evolution of the makeup field, and which trends or changes have you found most exciting or impactful?

The first thing that comes to mind is social media. It’s something that I didn’t grow up with back in the day. We are now seeing more and more traditional makeup techniques coming back to life, such as contouring, with slight adjustments for HD cameras and other advancements.

Another exciting aspect is the vast variety of makeup applications and styles that we see online. From fashion to creative to beauty editorial to bridal and special occasions, I love seeing artists express their art through their individual styles of application. Whether it’s natural or full glam, makeup is a form of self-expression, and it really shows in artists’ individual styles.

Skincare plays a pivotal role in any makeup routine. How do you prepare the skin to achieve a consistently flawless base for your diverse clientele?

For beauty and editorial looks, I need the skin to look fresh, dewy, and flawless for the camera. Since I’m on set all day, I need the application to be light so that I can make quick changes if needed. I start by cleansing the skin, applying serums, massaging moisturizer, and then using a lightweight foundation.

For bridal makeup, since I’m not there all day, I need the makeup to last. The key is to apply as little product as possible while still prepping the skin. I usually cleanse the skin, apply primer, and then use a long-wearing foundation for longevity. However, I always advise my clients to take care of their skin leading up to their big day.

Could you share some of your favourite products or techniques that help achieve your timeless signature makeup transformations?

I absolutely love high-quality eyeshadows that have intense colour payoff and are easy to blend. Some of my favourite brands include MAC, Natasha Denona, and NARS.

Eyebrows play a vital role in framing the face. How do you approach shaping and filling in eyebrows to enhance your iconic looks?

I always envision a full arched brow shape and apply this shape to all my clients. If someone has sparse brows, I go in with a specific shape in mind (full and arched) and use two to three different

shades to create a more realistic-looking brow. I shape the brow using brow powders and then define it with thin, hair-like strokes. I always make sure to leave some skin showing through so that the brows don’t look too painted on.

Alongside high-end fashion looks, you have also demonstrated your talent for creating captivating, natural makeup. What do you consider the key elements in achieving a flawless and natural makeup look?

The key to natural makeup is less is more. I use makeup to enhance the model’s features rather than cover them up. I find that using my hands to apply moisturizers and foundations warms up the product and allows it to melt into the skin, giving it a more natural finish.

How does your artistic background, stemming from Visual Arts, influence your approach to creating makeup looks and analysing facial structures?

Learning how to create three-dimensional forms from two-dimensional ones through shading and highlighting has greatly influenced my ability to enhance my clients’ features. I ask myself questions like, “What do I want this product to do?” and “Will this product placement lift and enhance the shape of the eye?” Applying products with intent really elevates the result.

You’ve had the privilege of working with renowned fashion brands and designers such as Gucci, Versace, and Chanel. Can you highlight some of your most memorable experiences or projects in the world of high-end fashion?

One of my most memorable experiences was my first-ever show straight out of makeup school, which was Versace. I still remember to this day how excited I was. Seeing all those stunning models and the designer’s creations walking down the runway truly brought my love for makeup to life. It was at that point that I knew without a doubt that this was what I wanted to pursue as a career.

Makeup trends are constantly evolving. How do you stay up to date with the latest beauty trends and techniques, and how do you incorporate them into your own work?

Makeup is always evolving, and there are always new trends. However, trends come and go, so I

prefer to stick to the basics. I take what trends work and are current and leave the rest behind. It’s important to stay knowledgeable about the latest techniques and products, but it’s equally important to have a strong foundation in timeless makeup techniques.

Extensive travel for your profession must have exposed you to diverse beauty cultures. How have these global experiences influenced your approach to makeup, and how do you infuse international inspiration into your creations? Through my travels, I have witnessed how different countries and cities apply makeup in unique ways. For example, when I was working in Indonesia, I learned what foundations work best in hot and humid weather, which I then brought back with me for our hot summer days in Australia. These global experiences have broadened my perspective and allowed me to incorporate international inspiration into my creations.

Your expertise extends beyond practicing makeup to teaching aspiring professionals and enthusiasts. What inspired you to share your knowledge and expertise with others, and what do you find most rewarding about teaching makeup techniques?

I have a tremendous amount of passion for the application of makeup, and it brings me great joy to express myself on the human form using various cosmetic mediums, from makeup to glitter to paints. I love exploring different mediums and getting creative. Sharing my tips and techniques with other artists and teaching them to use makeup as a form of expression is incredibly rewarding. Witnessing what they create is pure art.

As an international guest artist, you’ve conducted masterclasses and worked with students from various countries. How do you adapt your teaching style and techniques to cater to different cultural contexts and beauty preferences?

When I travel overseas for work, people are often interested in seeing how makeup artists from Australia do their work. They love the fresh and natural look that our fashion makeup embodies. However, I always consider the cultural context and beauty preferences of the country I am visiting. It’s important to adapt and respect the diverse approaches to makeup.

Social media has played a significant role in your success and growing following. How do you utilize platforms like Instagram to showcase your stunning transformations and engage with your audience?

Social media is ever evolving. Love it or hate it, it’s here to stay, and more and more people are using it. As makeup artists, we need to keep up with what’s relevant; otherwise, we’re no longer in the game. I see social media as a storefront where I can showcase my work. Even with a small following, I booked one of my biggest jobs, which was to present a makeup masterclass in Jakarta, Indonesia. You never know who might be looking at your work, so it’s essential to put yourself out there.

How has your experience as a successful makeup artist influenced the development and formulation of your own makeup accessories range?

As a working makeup artist, I found that some products on the market didn’t work well for me because they weren’t designed by makeup artists themselves. We know what works and what we need for our kits, from makeup brushes to palettes. I identified the gaps in my own makeup kit and decided to produce products that would elevate my work and my kit. This includes makeup palettes with the right number of eyeshadows and brushes that blend beautifully. I also developed practical accessories like a foldable brush cup that saves space in my kit and a mini big bag holder to keep my makeup station clean.

Looking ahead, what are your aspirations and goals for the future? Are there any dream projects, collaborations, or destinations that you would love to explore in your makeup career?

In the future, I aspire to continue to work in different fields of makeup, including bridal, theatre, fashion, and film. Most recently, I have had the opportunity to work on a few films and have enjoyed the atmosphere. It’s important for artists to try different things to avoid feeling stuck in a repetitive routine and to continue growing their artistic abilities. I am open to dream projects, collaborations, and exploring new destinations as I continue my makeup career.

By Angeli Marie Shaw

The thing is, when we hold onto a negative perception of ourselves, we may feel quickly defeated when faced with further challenges. We become self-critical, and each obstacle, mistake or failure can seem like proof that we can’t succeed. Where failure has its biggest impact is when we tie it to our sense of self-worth, which affects our self-esteem and lowers our level of selfacceptance. In fact, the expectations that we fail to meet are often created by ourselves, in our own heads. Failure is significant.

But what makes failure significant? Well, we actually learn more from our failures than from our successes. And not only do we find out what doesn’t work so we can make adjustments in our future attempts, we also learn about ourselves. There’s growing research and science around what it means to fail and in fact, failure has been a proven prerequisite for success. But there is a catch… failure will only work to your advantage if you learn from them.

So what exactly do we learn from failure? Let me tell you, it’s a lot more than you think. Failures teaches us flexibility, adaptability and how to overcome obstacles. From it, we learn how to build resilience and this is an important life skill to build, as resilience helps in other ways too. It can help you adopt behaviours to overcome change, and also contribute to building a growth mindset. It teaches us to use change to our advantage, and that we may need to change our approach to things.

Think of Thomas Edison, who famously failed more than 1,000 times before inventing the

lightbulb or Oprah Winfrey who was fired from her first reporting job after being told she was ‘unfit for tv’. Had they not learned anything from their failures, do you think they would’ve achieved what they did?

For me personally, my own experiences with failure have brought many valuable lessons and whilst I didn’t always learn them quickly, I did learn. I learnt what works and what doesn’t, I was encouraged to explore and re-envision my goals. I was able to seek inspiration in order to grow as well as inspire others along the way. I was able to re-connect with my creativity and revise my approach to things, which created opportunities that weren’t there before. But my biggest lesson was learning more about myself and this is where most of my growth has occurred. Honestly, if I could turn back the clock, I would never take my failures back, in fact, I wouldn’t wind the clock back at all. Yes failure hurts, but it’s all part of life’s design.

The reality is, sooner or later everyone fails at something, but not everyone learns from their failures as most people struggle to grow and learn from their defeats, but it can be done. View failure as delay, not defeat. Take time to reflect on some of your biggest learning experiences and you will probably find that they came from situations of great challenge. Through the obstacles, suffering and failures in our lives we learn and develop most. In fact, you could say that the bigger the challenge, the bigger the potential gain to be had. In regard to success, we actually learn very little in comparison to failure, other than the realization that we can probably repeat this success in future similar scenarios. So when

we do fail, however unpleasant or painful it might be, the opportunity to learn is there and it’s this learning that inspires growth and development. It can help you become a better person leading to a more successful person, both personally and professionally. Embrace failure and accept yourself and your situation as part of life. And remember that failure and success go hand in hand, as success usually comes as a result of past failures. Be tenacious; never give up and don’t stop trying.

“The one who falls and gets back up is stronger than the one who never tried. Do not fear failure but rather fear not trying” – Roy Bennett

There will be times when you succeed and times when you fail. Both are equally important. Keep going, I believe in you!

Love & Bliss, Angeli

xxoo

Angeli is a Holistic Empowerment Coach, Mindset Mentor and founder of The Bliss Coach. To work with me in 2023, get in touch by visiting www.theblisscoach.com.au or follow us on our socials @theblisscoach to find out more.

Nobody wants to fail. It can be an indication that we’re not on track, that we’ve missed something, or we have more to learn. We can experience a wide range of emotions such as sadness, shame, disappointment and embarrassment and these emotions, well they hurt.

Why your failures are some of your greatest assets and how they can actually teach you more than success.

By Tina Winchester

The thing is, when we hold onto a negative perception of ourselves, we may feel quickly defeated when faced with further challenges. We become self-critical, and each obstacle, mistake or failure can seem like proof that we can’t succeed. Where failure has its biggest impact is when we tie it to our sense of self-worth, which affects our self-esteem and lowers our level of selfacceptance. In fact, the expectations that we fail to meet are often created by ourselves, in our own heads. Failure is significant.

Getting a good night’s sleep is crucial to our physical and mental wellbeing. Studies show that sleep plays a vital role in maintaining good mental health, and a lack of sleep can lead to a range of mental health issues such as anxiety, depression, and mood disorders.

Sleep and mental health are closely linked, and one can impact the other in a variety of ways. Sleep helps to regulate mood and emotions, and a lack of sleep can lead to irritability, anxiety, and depression. Additionally, people with mental health issues often have difficulty sleeping, which can exacerbate their symptoms.

The relationship between sleep and mental health is complex and multifaceted. Research suggests that sleep disturbances may be both a cause and a symptom of mental health issues. For example, a lack of sleep can lead to an

increase in symptoms of anxiety and depression, but these same symptoms can also interfere with sleep, leading to a vicious cycle.

One of the most common mental health issues associated with poor sleep is anxiety. People with anxiety often experience racing thoughts and difficulty quieting their mind at night, leading to difficulty falling or staying asleep. Additionally, a lack of sleep can make people more prone to anxiety and increase their overall levels of stress. Depression is another mental health issue that is closely linked to sleep. People with depression often experience fatigue and a lack of energy, leading to excessive daytime sleepiness and difficulty falling asleep at night. Research suggests that sleep deprivation may play a role in the development of depression, as a lack of sleep can lead to changes in brain chemistry that increase the risk of developing depression.

Overall, the relationship between sleep and mental health is clear, and getting enough quality sleep is essential for maintaining good mental health. There are several strategies that people can use to improve their sleep and promote good mental health:

• Establish a regular sleep routine: Going to bed and waking up at the same time every day can help to regulate the body’s sleepwake cycle, making it easier to fall asleep at night.

• Create a sleep-friendly environment: Making sure that the bedroom is quiet, cool, and dark can help to promote better sleep.

• Avoid stimulants: Consuming caffeine or alcohol before bedtime can interfere with sleep quality, so it is best to avoid these substances in the hours leading up to bedtime.

(It isn’t true when you tell yourself you sleep better after a drink, the sleep you get is impoverished with less deep sleep and REM (Rapid Eye Movement) so you may be out for the count but without much benefit)

• Practice relaxation techniques: Techniques such as deep breathing, meditation, and yoga can help to quiet the mind and promote relaxation, making it easier to fall asleep.

• Seek treatment for mental health issues: If you are experiencing symptoms of anxiety, depression, or other mental health issues, it is important to seek help from a mental health professional. Treating these conditions can help to improve sleep quality and overall mental health.

Poor sleep over time can not only lead to mental health conditions it can contribute to chronic physical health conditions too, Warren was clearly not giving good advice!

www.mentallywellworkplaces.com.au

It was the rocker Warren Zevon that coined the phrase “I’ll Sleep When I’m Dead” but what he didn’t mention was there is a hefty price tag.

“I’ll sleep when i’m dead”. But what are the consequences?

spot

A new era at Sustainable Salons

By Paul Frasca

And while we might be a bit young for filler, we nevertheless thought it was time to refresh our image.

Our goal has always been to work in rhythm with our members and their customers - to create a better, more sustainable future together.

This was the guiding principle behind our brand refresh, which we unveiled to our team at our recent Sustainable Salons Annual Conference and to the public on 29 May.

Importantly, we’re dedicated to the idea that sustainability isn’t an add-on; instead, it’s built into how we and our members do business.

A CIRCULAR ECONOMY FOR A BETTER FUTURE

Since our inception, Sustainable Salons has gone from ‘just’ a salon resource recovery

program to a for-purpose enterprise focused on getting people, the planet and profit working together.

In fact, we believe so strongly that the materials we recover from salons have value as part of

a closed-loop, circular economy that we’re no longer referring to them as waste.

Instead, they are valuable resources. Diverting these resources from landfill is the first step in building a circular economy in which resources are used again and again without losing their value.

We have almost 1500 members who benefit immensely from Sustainable Salons membership. They’re seen as pioneers in sustainability, allowing them to attract new customers through our Sustainable Salons Directory, the number one Salon Directory in Australia, and New Zealand.

We recycle in places the standard recycling network doesn’t reach. We’re also the number one collector of ponytails for charitable wigsgiving confidence to people affected by cancer treatment and alopecia.

It’s been quite the journey, and I won’t hesitate to say that I’m proud of it. Proud of our team, our members, and our contribution to a sustainable future for our planet.

While I’m not keen to give away my age right off the bat, I do want to let you in on a little secret. It’s been 13 years since Ewelina, and I took the Australia-wide road trip that would lead to the birth of Sustainable Salons.

Core to this experience was understanding what our customers want from us. Our team worked tirelessly to provide unique input into the brand refresh process, focusing on what they’ve learned from our customers and their vision for our organisation.

This allowed us to ensure our vision is driven both by our inherent love for all things sustainability and by the needs and wants of our members.

We partnered with some genuinely innovative service providers to ensure that our brand refresh was happening in a way that reflected our values.

Take our new typography as an example. We pay royalties to use this new font, and the designer has committed 25 per cent of all font royalties to preserving the rainforests and implementing reforestation programs.

We also integrated UserWay into our website. UserWay makes websites accessible with voice navigation, screen readers, larger text, higher contrast, dyslexia-friendly software and paused animations. Using UserWay means we can rest assured that our website is accessible to all our members and customers of all abilities.

What’s changed?

So, now you know the why and how you’re probably wondering what exactly has changed. Well, the answer is pretty much everything. We’ve updated our logo, typography, messaging, and colour palette to better reflect what we’re about as an organisation. Most importantly, we’ve chosen to be more inclusive in our imagery and language.

New avatars reflect the beauty of our network.

Our member base has expanded significantly since our humble beginnings, and we felt compelled to reflect the breadth and beauty of our network in our new brand imagery.

Our new avatars represent people of all abilities, backgrounds, gender expressions, sexualities, and heritages. Our mission is, first and foremost, to make sustainability accessible to everyone. It shouldn’t take wealth or time to live a sustainable life.

Putting members first

As always, we strive to provide our members with a unique and invaluable service. We’ve kept and improved all the elements that make Sustainable Salons membership vital to beauty

businesses across Australia and New Zealand. Whether a salon space has a modern, boho, eclectic or chic vibe, members can market their Sustainable Salons membership with adaptable branding that suits their needs.

We’re continuing to take sharps from dermal clinics, paper-based wax strips, and more, diverting them from landfills.

A better online user experience

Aesthetics aside, one of the most significant changes our members will appreciate is our website functionality.

We connect over 70,000 consumers with reputable Sustainable Salons every year through our Salon Directory. We’ve made changes to the directory to make it easier for potential clients to find a Sustainable Salon.

Salon listings will now include:

- Direct booking link to the salon’s website

- Links to social media

- Option to include personalised imagery

- Opening hours It’s not just the Salon Directory that’s changed. Our website is now more mobile-friendly and has an improved user experience and interface, making navigating the site more accessible

for members and customers. We’ve developed a new e-commerce platform through which members can shop for salon essentials sustainably. It’s all in one place, so whether you’re signing up for the first time or are a long-time Sustainable Salons member, you’ll easily find what you’re after. We’re still the Sustainable Salons you know and love, but we’re approaching our mission with renewed vigour and energy. We’re more determined than ever to build a world that reflects our vision, and we can’t wait to bring you along on the journey.

The Power of Optimising Current Clients

By Elle Wilson

In the beauty industry, the key to sustainable growth lies not only in attracting new clients but in nurturing existing ones. Beauty professionals often focus on the challenge of gaining “New Clients,” but it’s the current clientele, your hidden asset, that holds the potential for lasting success and expansion.

Let’s explore the benefits of optimizing your relationships with current clients and provide actionable strategies to fortify these invaluable connections, enhance client satisfaction, and maximize your revenue potential.

Firstly, understanding why we might neglect our current clients is critical. Often, it’s our apprehension of coming across as overbearing or pushy, driven by our deep concern for our clients’ perceptions. However, it’s vital to remember: if we don’t affirm ourselves as our clients’ trusted beauty advisors, someone else will. The moment we acknowledge our true role as the irreplaceable beauty expert in their lives, and align our actions with genuine motives, this emotional baggage no longer drives our business decisions.

Keep this at the forefront: business as a whole has little to do with our personal feelings. It revolves around the impactful mark your brand and your essence leaves in the minds of your clients. This is a realm where emotions take a back seat, and strategic positioning takes the throne.

In today’s landscape, beauty professionals face a unique challenge. The ‘beauty expert’ role could be filled by influencers, retail associates, or even celebrities, none of whom necessarily hold qualifications. Hence, the significance of your role in your clients’ lives should hinge on your unwavering commitment to your role as their trusted beauty advisor. By embracing your value, you assert your irreplaceability - initially in your own perception, subsequently in theirs.

Your current clients are the lifeblood of your business. They have already demonstrated their trust in your brand and are more likely to become repeat clients, making them invaluable assets.

Cultivating ‘the beauty advisor’ relationship with your existing clients not only fosters loyalty and trust but also establishes enduring connections. These clients, who relish your services and trust your expertise, will not only become regulars but also potentially refer others, naturally contributing to your business growth.

There are numerous ways to build loyalty and trust with your clients. Here are three impactful strategies to begin with:

● Maintain your role as a beauty advisor and avoid crossing the line into the “friend zone.” It’s crucial to uphold your professional boundaries and still maintain an intimate relationship with your client.

● Maintain comprehensive client records and review them before each appointment. Keep up to date, stay at the cutting edge of your client’s progress, prior purchases, and place your attention on outcomes. This makes your client feel seen and valued. It isn’t about tracking their personal lives, but remembering why they chose you: for your guidance and expertise in the world of beauty. They rely on you as they navigate this realm.

● Cultivate deeper client relationships through personal follow-ups. Ask them to rate their last salon experience from 1 to 10, streamline this strategy. Remember, your daily activities are a gateway to excellence, and this approach reflects your commitment to enhancing your services and their results. Your commitment to their satisfaction and your courage to seek their opinion will resonate with your ideal client, she will appreciate your genuine investment in her journey.

Now let’s look at what not to do. Never offer discounts on your in-salon treatments, as this approach can condition your prospects and clients subconsciously to anticipate discounts

and prevent them from fully embracing each visit. Instead, implement strategically planned promotions each season and provide exceptional value to your long-standing clients. Be transparent and offer additional benefits to clients who spend more or generate referrals for your business. Encourage your clients to work towards goals such as spending more or referring more people, resulting in greater rewards. Client’s love speaking about what and who they find invaluable in their lives. Set yourself a goal to be that beauty advisor she can’t stop raving about.

Treat your clients as a unique community that has chosen you for their beauty needs. Devote time and effort to understanding their preferences and develop tailored strategies to enhance their individual beauty journeys.

The lifetime value of a client, the cumulative revenue they bring over time, can grow when we deepen existing relationships. Despite its simplicity, we often neglect optimizing this area and put our attention on looking for the new. This is a never-ending cycle. Prioritise strategies to optimise current clients with a keen focus on retention - a potent and prudent goal. Yet, this isn’t the final target. Continually refine these approaches, experimenting with ways to deliver superior value. Surveys and polls are valuable tools to understand clients’ desires. Endeavor to boost their average spending per visit, thus fostering a sustainable business that offers them enhanced value as you solidify your role as their beauty advisor.

In wrapping up this article I would like to remind you of how important a role you can play in the lives of your clients. I am here to remind you of your worth and your value. Pick up the gauntlet, set up some new strategies in your spa or studio and start to feel the power of taking control of your business.

YOUR SALON DESIGN STYLE dreamy escapes with light & airy colours

2 in 1 Black Pedicure & Manicure Stool By Joiken

Manicure Table - Swivel & Height Adjustable

Pedicure Pad - Height Adjustable, Extendable and 360 degree rotatable cushion

Features: Easy to manoeuvre drawers with wheels, Professional and practical design, Seating above the drawer, 2 Bowls, Hand Rest and Stainless steel frame www.joiken.com.au

Salicylic acid By Dermalogica

Dermalogica’s latest innovation, Salicylic Acid

15% Gel Peel is the first chemical peel of its kind, formulated to work on the skin despite common conditions associated with blemishes, such as inflamed breakouts, pustules, papules, ingrown hair, impaired barrier, comedones, milia, scar tissue, and keloid or hypertrophic scars. This gel peel is formulated with 15% salicylic acid, a beta-hydroxy acid known for its maximum efficacy when targeting active, sensitised skin imperfections. www.dermalogica.com.au

Pigment Gel Pro By PCA SKIN®

An intensive dark spot corrective that has been dermatologically tested and is hydroquinonefree. Suitable for all skin types, Pigment Gel Pro’s breakthrough formula is powered by the proprietary SynerPro Complex, which uses multiple modes of action to help visibly reduce the appearance of hyperpigmentation such as photodamage and melasma.

www.advancedskin.com.au

New from Omorfi

Omorfi Gentle & Hydrating Lactic Acid Cleanser - A light and purifying oil-free gel cleanser with active ingredients - Lactic Acid and Aloe Vera - to exfoliate and hydrate the skin.

Omorfi Skin Correcting Niacinamide FormulaNiacinamide will help to moisturise and improve skin tone and texture - from rosacea to acne to wrinkles.

Omorfi Cell Renewal Vitamin A 1% - The most popular of the anti-ageing heroes, Vitamin A (in this case, in retinal palmitate form) gives your face a new lease on life. Say goodbye to wrinkles, fine lines and pigmentation, and below to fresh, new skin! www.omorfi.com.au

New name, same superior formula! Active

Regenerating Serum By Ultraderm

Contains Ultraderm’s signature ingredient Apple Stem Cells, Hyaluronic Acid and Lactic Acid to provide intense hydration and superior skin rejuvenation. Designed with a powerful combination of skin renewing ingredients to increase luminosity and encourage cell regeneration, this age- fighting serum reveals a more youthful complexion with continued use. Suitable for all skin types. Renews the skin through cell regeneration. Superior anti-ageing formula. Reduces the appearance of lines, wrinkles and visible ageing. Intensely hydrates without feeling heavy. Increases skin luminosity. Paraben free. www.ultraderm.com.au

Active Regenerating Cream By Ultraderm

With a new and improved formula, Active Regenerating Cream is a cutting-edge volumising and tightening formula that reduces the signs of ageing. It features a unique Apple Stem Cell ingredient, which stimulates healthy cell activity and revitalises skin cells for enhanced elasticity and firmness. This cream, abundant in vital nutrients, contains

potent antioxidants, Hyaluronic Acid, and Feminage® to deliver comprehensive hydration, prevent glycation and maintain skin resilience for a revitalised and youthful complexion. Suitable for all skin types. Volumises and tightens. Encourages healthy cell function. Intensely hydrates and nourishes

Inhibits glycation. Improves elasticity, firmness and the appearance of wrinkles. Revitalises and softens skin. Paraben free www.ultraderm.com.au

Mineral Daywear SPF 50 Sheer By Ultraderm

A fast absorbing, lightweight and hydrating moisturiser with high UVA + UVB broad spectrum protection. Naturally occurring mineral Zinc Oxide provides a physical shield to deflect harmful UV rays and protect against blue light emissions and sun induced damage. Use daily and suitable for all skin types.

 AUST L 390612 Physical non-nano Zinc Oxide mineral sunscreen. Broad Spectrum Sunscreen with UVA and UVB protection. 40 minutes water resistant. Reduces age related skin damage caused by sun exposure. Light base formula assists with ease of application.Suitable for all skin types

www.ultraderm.com.au

The Goddess of Treatment Tables: Meet Venus from Comfortel

Meet the Venus, Comfortel’s queen of electric beauty beds. Perfect for all beauty treatments, it effortlessly switches from a chair to a flat table. Powered by three motors, it offers full adjustability. Dressed in Blush or Black, Venus provides ultimate comfort and style for your clients. Explore the Venus at Comfortel’s showrooms now www.comfortel.com.au

Jessica BioPure Polish – Good for Your Nails

– Good for The Planet!

Get a long-lasting, natural manicure in just seconds with our revolutionary NEW BioPure Eco-Friendly Polish! Our 21 toxin-free formulas are safe for both you and the planet.

Jessica Vartoughian, The First Lady of Nails who is globally recognised for her expert nail care treatments. Her top priority is healthy nails, and she always stays on top of the latest trends without compromising your nail health. Jessica believes that achieving vibrant nail colour starts with a strong foundation. That’s why she has introduced BIOPURE, a revolutionary ECO plantbased polish. The BIOPURE collection features 24 striking shades of polish, plus base, topcoat and remover.

BIOPURE dries in seconds, and the colours are rich and smooth. The topcoat blends seamlessly, removing any imperfections. You can feel good about wearing BIOPURE because it’s vegan, cruelty- free, and 21-free of toxic chemicals. It’s kinder to you and the planet, making it a must-have for anyone who loves cleaner, healthier beauty products. Try BIOPURE today and see the difference for yourself.

www.jessicacosmetics.com.au

F u s i o n P L U S 4 D r a w e r H a i r d r e s s i n g B e a u t y T r o l l e y

- B l a c k - C l i c k ' n C l e a n C a s t o r W h e e l s

F e a t u r e s :

• W i d e r d r a w e r w i d t h

• D e e p F l a t t o p

4 d r a w e r s

• 1 0 0 % S t e e l C o n s t r u c t i o n

• B l a c k S t u r d y B o d y

• M o d e r n d e s i g n

• C l i c k ’ n C l e a n c a s t o r w h e e l s

• I n c l u d e s A n t i S l i p R i b b e d M a t

A n t i S l i p R i b b e d M a t F e a t u r e s :

• P r e v e n t s t o o l s s l i d i n g

• E f f e c t i v e a n d e c o n o m i c a l f o r t o p f l a t t r a y

• R i b b e d d e s i g n t r a p s d i r t

• P r o t e c t s a n d p r e v e n t s f a d i n g

• E a s y t o c l e a n a n d d r i e s q u i c k l y

F l o r a P r o f e s s i o n a l M a k e U p S t o o l

F e a t u r e s :

• D i a m o n d q u i l t e d s t i t c h i n g

• H e a v y d u t y m e t a l f r a m e

• S t u r d y a n d d u r a b l e

• I n t e g r a t e d b a c k s e a t r e s t

• F o o t r e s t

• M e m o r y f o a m

B l a c k u p h o l s t e r y o n l y

Single Towel Warmer - BLACK

Features:

• 24 face towel capacity

• Easy open and close door handle

• Equipped with a built in thermostat to prevent overheating.

• Can sit on a bench or a plus size trolley

• Also available in white

Touch of B l a c k

F a c i a l S t e a m e r W i t h O z o n e - B L A C K

F e a t u r e s :

• T h e o x y g e n i o n i c v a p o u r s h a s t h e f u n c t i o n s t e r i l i s i n g & c l e a n i n g

• P r o m o t e s b e t t e r b l o o d c i r c u l a t i o n A u t o s h u t - o f f w h e n w a t e r l e v e l i s l o w

• S e p a r a t e o z o n e s w i t c h

• T w i s t a b l e a r m f e a t u r e s

T u l i p B e a u t y B e d - B L A C K

F e a t u r e s :

• L i e s f l a t

• F a c e h o l e

• R e m o v a b l e a r m r e s t R e m o v a b l e h e a d p i l l o w

• S t o r a g e r a c k f o r t o w e l s o r b e a u t y p r o d u c t s

• A v a i l a b l e i n b l a c k o r w h i t e h i g h g r a d e u p h o l s t e r y

• H e a v y d u t y f r a m e s t r u c t u r e

IMPORTS

PERFECTLY PEDICURED TOOLS

Since 1924, Credo has been creating the right tools for beautiful feet. Enter the world of Credo and discover high quality pedicure stones, callus rasps, foot files and nail clippers.

VISIBLY TRANSFORM

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

GET IN GEAR

Experience Tweezerman GEAR, premium men’s grooming tools for exceptional results. Meticulously crafted with stainless steel, emphasising convenience, durability, and ease-of-use. Unparalleled quality in grooming essentials.

CLASSIC, BESTSELLING LASH CURLER

The lash curler which needs no introduction. Tweezerman Deluxe Eyelash Curler creates an effortlessly intense curl. Sleek, ergonomic design with ultra-smooth opening mechanism. Every lash curled every time.

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 nomess wax heater features ultra-fast heatup, adjustable temperature settings, and a removable insert with scraper bar.

COLOURFUL WORLD OF CREDO

Manicured in colour. Made from anti-allergy stainless steel and a pop of bright colour, Credo Pop Art Nail Scissors feature curved, fine tips to effortlessly and precisely trim nails and cuticles. Colourfully Credo, since 1924.

THE ESSENTIALS

Everything and anything you need to customise your waxing services. BeautyPRO Waxing Accessories include wax strips and rolls, wooden spatulas, protective collars, waxing table paper and more.

A PRECISE CUT

Tame and trim unruly hairs and artificial lashes. Rubis Eyelash Eyebrow Scissors feature hardened stainless-steel blades and unique, elongated design for clean, precise cut every time. The best in Swiss implements.

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.

THE WAXING ESSENTIAL

Easy-to-use, durable and designed to suit all waxing needs. BeautyPRO Essential 500cc Wax Heater features fast heat-up and removable, non-stick insert for strip and hard wax. No mess, no fuss!

DEFINE EYES

NO HAIR TOO FINE

With perfect precision, no hair is too fine for the Rubis Evolution Slant Point Tweezer. Made in Switzerland to exacting standards, this resilient tweezer tackles individual hairs as well as larger areas of hair with effortless ease.

More pigmented, creamier and longer-lasting eyelash and eyebrow tints. Made in Germany, Hairwell are the eyelash and eyebrow tint experts. Non-drip formulas with incredible results lasting 4-6 weeks.

THE TRAVELLER

On-the-go convenience with BeautyPRO Petite 200cc Wax Heater. This perfectly compact wax heater offers ultimate portability for use anywhere. No inserts needed –simply heat wax directly in the well.

For more information: call Dateline Imports on (02) 9666 3611 or visit datelineimports.com.au

THE TWEEZER CULT

Which tweezers have their own cult? Rubis Slant Tweezers, where compromise is not an option. Precise edges, perfect closing tips and arm tension which yields lightly resilient resistance. Only the highest quality surgical steel. Unrivalled Swiss precision.

Once time has passed, you never get it back!

By Faye Murray

SOME IDEAS TO CONSIDER: -

1. Be aware of your client’s time expectation.

How you might ask. In consultation ask your client “Do you have a time frame I need to be aware of during your visit today?” By asking this question, it ensures that you and the client are both working towards the same goal. They can then relax, and you can comfortably continue the service knowing what the client expects.

Never promise what you can’t accomplish. If the client’s expectation is unreal tell them upfront. “We will need to allow an extra 30 minutes to include the treatment you are requesting; will that work for you?”

2. Just because you, the therapist has a gap, it does not mean the client has 30 minutes to spare.

It is Tuesday afternoon, and you only have one client for the next two hours. You have time to spare. You take longer to consult than is allocated to your treatment. You take extra care and time and instead of your facial taking 60 minutes, it takes 75 minutes.

The question must be asked, “Is this good service?” No. Good service on a Tuesday afternoon would be the same time awareness as always, however, to add the perception of feeling special and adding value, a hand exfoliation while the facial mask processes would be a valued add on, this takes no extra time.

3. Encourage clients to come in at off peak times.

Every salon is different, but there is usually a pattern where appointment times are not always fully booked.

4. Offer an express manicure/pedicure service.

This may be just a buff and polish that tides a client over until they have more time. Some clients do it as part of their routine, but some do it for a special occasion. This service does not take long, but it brings people in and adds dollars to the salon’s takings. The good thing is this service can often be directed to your junior or upcoming therapist.

In your salon, look at how you can make some changes to provide services that busy people need.

Have a little checklist of what you can do that will help the day run smoothly and save time.

• Allow 10 - 15 minutes before your first client of the day for preparation. Look at your clients and prepare what you need for each client. Think about what they are going to have and make sure you are organised for each client. Address any cancellations on the day that may need follow up. Look at what services were previously done and any notes. Look at what products were previously purchased and most importantly when they were purchased.

• Have a clock in easy view so you can refer to it during the treatment.

• Break up your treatments in time brackets and stick to what you have set.

• Look at where you have a gap and think about how you can fill that gap. This means an extra service for a client who is already in for their appointment, or it can be converting a walk-in or phone appointment for that gap. If you are not aware and not focused, you will probably still have a gap at the end of the day ….less chance of your bonus.

• Check your treatment room is well stocked. Don’t waste time looking for something that should be in your room.

• Have a look at the products on the shelf. You don’t want to recommend something that is out of stock.

• What is your goal for the day and how are you going to achieve it.

• Turn “your lights” on and focus and I promise you will have a great day, but if you just turn up and hope and it will be less than wonderful, and you will definitely waste time.

• Hand over to your receptionist and farewell your client. Don’t waste time at by “hanging” at reception for a chat.

Your time and more importantly your client’s time, is wasted by you doing laps of the salon looking for things every day. Be organised and you will have a much better day and so too will everyone around you.

Happy reading,

Faye Murray www.yourcoach.net.au

Everyone is time poor. Everyone is looking for ways to save and manage their time better. So how can you in a professional salon or spa, work with your clients to provide a more time efficient service without detracting from the quality of service you offer?

The Role We Play in Pre-Wedding Prep!

By Nicola Le Lievre

With over 25yrs Beauty industry experience and owner of an international multi-award-winning salon, intherapy Ethical Beauty, Nicola has added a Registered Marriage Celebrant to her resume.

Beauty therapists can play a vital role in helping brides look and feel their best on their wedding day. They can provide various services to help the bride look her best physically and emotionally.

I am passionate about bringing joy to others, and one day I just had this lightbulb moment that I wanted to marry people.

How exciting I have these two beautiful industries to work in. I am on a mission to bring more awareness to how we can build revenue in our beauty businesses by promoting more to the bridal industry. The peak bridal season of September is upon us; we still have time to act.

The wedding day is one of the most important days in a woman’s life. She wants to look her best and often turns to the beauty industry for help. We can provide various services to help the bride look and feel her best on her wedding day.

I have joined many bridal groups; I see many hair and make-up artists but not many beauty therapists. Preparing their skin and nails for the big day, spray tanning and even hens parties. I thought this was an avenue to explore and promote as salon owners to increase revenue.

Below are some ideas to get started.

Inform your existing clients. Market to your entire database: You never know who is getting married or their family. If you know any of your clients that have recently been married and you did their spray tans, nails, facials etc., ask if you may use one of their images on your social media or newsletter. They might need to check with the photographer and always pay photo credit to them.

Post on social media: “We love supporting Brides.”, “Trust us with your pre-bridal prep.” You could do a series of posts targeted at different treatments. In almost a decade of owning intherapy I have found that most brides come in for spray tans for themselves and the entire bridal party, I usually invite them to bring a bottle of bubbles and snacks if a few of them, and they have a prep party. We have done the same with manicures and pedicures; it’s lots of fun; they almost always want something extra, like a brow wax or LED, while having a pedicure, book in for future appointments and make a purchase. Ensure you have many beautiful and lower-

priced items such as candles, nail varnishes or lipsticks; this helps increase your average client spend.

Take them on a skin and brow journey.

We all know perfect brows and skin do not happen overnight. If you know one of your clients is engaged, offer a consultation to prepare their skin and brows for the big day.

Put together a 12-6-month plan and packages. Every bride wants to look fantastic and happy to invest the money on themselves. Use this approach for anyone leading up to a special event or milestone birthday, so get clever with your marketing and use before and after images.

Get involved in your local community.

Connect with your local small businesses: Visit your local florist, hairdressers, and Wedding dress shops. These industries talk to your ideal client daily and are happy to recommend you if they like you. Please introduce yourself, give them your business card and book in or make a purchase. I have connected successfully with local businesses and turned them into clients by giving them and their staff a voucher for a free eyebrow wax. The voucher is also an excellent tactic for quieter periods.

Local Chamber of Commerce: You can attend one of the monthly meetings as a visitor, where you can promote yourself within your local pool of other small businesses and see the value before potentially joining as a member.

Spend time on social media.

Join local Facebook business groups: you can usually mention your business and what you do. Delegate a team member to search local bridal groups, hairdressers, celebrants, photographers, florists, and event venues. Like and follow their pages as well as interact with their posts, like and comment.

Wedding Expos

Word of mouth: This could be a great return on investment at the cost of your time and around $25 a ticket. Talk to the vendors there, and give them your business card and free brow wax or mini for them to come into your business and get to know you. You are selling yourself; if they like you, they will likely chat about how fabulous you are.

The average Australian spends $54 295 on a wedding, and every bride wants to look 10/10. Think outside the box or create your own box. Have a team meeting and come up with some compelling offers and ideas.

All the best, Nic

A Recession-Proof Salon: Less Surviving and More Thriving!

By Rebecca Miller

So, what can we control? How we respond. You’ll notice that I used the word respond here and not react. This was intentional. How someone responds to a crisis reveals their true colours. As salon owners, we want to be responders, not reactors, and know ourselves so deeply that we become unshakable in the face of any adversity.

Today, I’m going to share with you four elements of your business and yourself that I want you to go away and examine during times of uncertainty. You may be surprised at the results!

It begins with radical responsibility. This may be a big dose of reality for some of you reading this. While ever you are pointing the finger, trying to find someone else to blame for your business struggles, you are giving your power away.

If you’re familiar with the “poor me” chatter, negative talk, excuse-making, gossiping or trauma bonding then you are part of a victim mentality environment. Every victim needs a

villain to blame, right? We’ve all slipped into a victim mentality at some point in our lives, but the opportunity here is to recognise these symptoms and take your power back.

If you can accept that everything in your life may not be your fault, but is 100% your responsibility, then you are the one with the power to change it. This is known as radical responsibility.

Ask yourself, do you want to spend your precious time playing the victim for your lack of appointments or crafting strategies to improve the situation? Same time, different outcome.

By taking radical responsibility, we can create positive change. It allows us to shift from a victim mentality to an empowered heart and unshakable mindset, where we recognise that we have the power to make choices. That we have an opportunity to step into leadership and create certainty for our team and our visiting guests that choose our business.

Walk through your customer journey.

Have you ever mystery shopped your own business? It gives you dedicated time to walk through your doors and experience your customer journey as if you were a paying client. I believe this is an incredibly powerful activity to do in salons or clinics, where touchpoints and experience are so integral to retention.

Before we even get to the booking process, can your clients actually find your business? Whether it’s online, in-person, via search engines, social media, email, or the good old-fashioned telephone, you need to have a presence in these domains for a client to learn about your business. You cannot expect bookings from your dream client if they don’t even know you exist or what you offer.

Speaking of bookings, review what your process is like. Can your clients easily make an appointment online? Is your online treatment menu stress-free to navigate or a total mess? Do you require a deposit to secure that appointment? Does a team member follow up to confirm the appointment or answer any additional questions?

One thing I know for certain is that we live in a world of uncertainty. I think the last few years have proved this time and time again.

These are all integral questions to ask during your mystery shop because when we confuse, we lose.

As you move into your waiting room, treatment room, the treatment itself and post-service communication, take note of what seamlessly flows from one touchpoint to the other, and what doesn’t.

Consultation is our biggest opportunity to build trusting relationships with our clients. Consultations are not just for skin clients but every client that visits our salon and clinics. I see this as a massive, missed opportunity when clients come for beauty treatment. Having a consultation or conversation can turn a low value service into high value, just through asking powerful questions and offering enhancements or additional treatment to add value to the clients experience.

There could be opportunities for additional training, tweaks to service delivery or in some cases, a complete redesign of the touchpoint altogether, but regardless of the outcome, these are all positive things because you have the power to change them!

A flawless customer journey creates an unforgettable customer experience which leads to raving fans that want to tell everyone about your business.

Stimulate your business with resources you likely already have.

Often when a salon is struggling, their initial reaction is to put everything on sale or invest thousands in another piece of machinery that they neglect to promote.

Instead, I want you to review what you’re currently offering and identify ways to shake things up to attract new customers and excite your existing ones.

Write a list of your client base’s biggest pain points. What are the top 3 reasons why your clients are visiting you? Now, looking at the products and services you currently offer in your business, consider ways you could bundle these to create an exciting and profitable offering that solves these problems.

A great example of this is creating an at-home facial kit. This not only enhances the results you’re achieving for them in the treatment room but has them coming back to stock up on the products you’ve just introduced them to. These

kits also serve as a compelling value-add for seasonal promotions rather than a monetary discount.

Another powerful way to stimulate your salon with existing resources is by crafting a signature facial. They are the perfect starting point for new clients as they serve as a gateway treatment and also as gift vouchers for seasonal promotions.

Signature facials allow you to showcase your brand’s unique philosophy, point of difference, products, techniques, and the works! It’s like the perfect introduction to your salon experience (and your expertise) in a 60-minute appointment. By creating a treatment that’s unlike any of your competitor’s offerings, you can demonstrate your commitment to providing an exceptional experience and build up that army of raving fans.

So, before putting a sale sticker on every product on your shelf, look at what you’ve got to offer and get creative. Your best-selling treatment could be just around the corner!

Embrace the online world - it’s not going anywhere!

Expand your perception of what your client base can look like. Yes, there are clients you physically see for treatments, but have you considered virtual ones?

During the NSW lockdowns, our La Bella Medispa online store and consultation services saw us servicing clients across Australia, thousands of kilometres away from our physical locations.

Fast forward to today, these clients continue to purchase their products through us and have online skin reviews. Why? Because we crafted a strong enough connection that we’re able to exceed their expectations, despite the relationship being through a computer screen.

We did this through a range of strategies, but the two standout ones were establishing a userfriendly online store and not just selling but showing. Here’s how.

It goes without saying that if your salon does not have an online store in 2023, you are missing out on growing your client base and your bottom line. In a world where “busy” is the number one answer to “How are you?”, you’re at risk of being left behind if you’re not allowing your clients to purchase their products anywhere, anytime.

For those that sell products that cannot be sold online, you can still establish an e-commerce

side of your business with additional product lines that align with the values of your business. Plus, online consultations and easy order forms for topping up products any time.

Featured in your online booking menu, just like a regular consultation, should live your virtual one. You can connect with the client via Zoom and conduct your consultation accordingly. This opens your business up to quite literally anyone in the world! There are no limits to the people you can service if you have an internet connection.

Additionally, you can stock supporting products such as internal supplements and at-home devices online to enhance your client’s results and increase your average purchase price.

We saw the most success in this when we showed our clients how and when to use them. This is when we got in front of the camera (and yes, I know you just rolled your eyes at me when you read that).

Shared across your social media platforms can be videos of your team cooking in the kitchen, running your audience through morning supplements, performing at-home facials, using at-home tools like LED or rollers, applying evening skincare routines, you name it, you can show it. It doesn’t have to be a masterpiece. All you need is your phone, a tripod (you can even get these at Kmart), decent lighting and commitment to your salon’s success.

Many clients are visual learners so if we can show them how and when to use a product, it makes it seem less daunting to them. The call to action should send them back to your online store to purchase the products you demonstrated or your online booking system to secure their virtual consultation.

Embracing the online world in your business undoubtedly keeps you relevant to your dream clients but also equips you with valuable data around what products, services, and topics they’re most engaged with.

Remember, a crisis doesn’t change people, it reveals them. The fear mongering world doesn’t scare you. You know there are ENDLESS opportunities, but you understand it requires more of YOU. That you will have to elevate your strategies, your habits, your mindset, and your execution.

www.rebeccamiller.com.au @thesalonwhisperer

Every Conversation is a Consultation.

By Robyn McAlpine

If you’ve wanted to step into your confidence and up your skin saving game in the treatment room, THIS is the article you want to bookmark!

If you’ve ever found yourself in the friend zone with your clients; you know that zone, where you know so much about their personal life (and they yours) that it would just feel hella awkward to now try and talk to them about their skin care and *gasp* sell them a retail product!

Or maybe you’re a new therapist, you’re a lot younger than your clients or you just don’t know how to get your long-time beauty clients to take you seriously as a skin expert, now that you’re shifting into more facials and less waxing and tinting.

Either way, you’re going to need to start thinking and acting differently to get them to sit up and take notice.

I’m about to teach you how to switch up the conversations and see every client interaction as an opportunity to have a skin focused, results driven conversation… and they won’t even know you’re doing it.

See, I think we get scared to talk about skin, products, and treatments in case it feels like we are trying to sell something or get our clients to

book something different to their usual relaxation facial. Well, yes, we are wanting to move in that direction, but it doesn’t have to be all ick, sales scripts and ‘bro’ tactics.

Instead, I’m going to teach you how to look at every client conversation through a skin focused lens. Because if you start to train yourself to think like this, you’ll start to see every conversation from a completely different angle.

I’m about to show you the hidden spaces in your client interactions where you can practise your

consultation and skin education skills, without losing that friendly and warm connection with your clients and feeling like your pushing sales.

So where are these hidden conversations that help us to engage and take us into the authoritative, skin expert space?

Here are just 3 examples of the many conversation scenarios we have each day and once you start looking and recognising them, you’re going to find so many more in your clinic. It’s all simply a matter of retraining your brain.

Opportunity 1: When clients pop in to purchase product

Think about the client walk ins you’ve had in salon in the last week. Now think about the conversations you had.

Do you let your client walk in, grab product off the shelf and pay whilst you chat about their weekend, the kids, their love life? Or do you actively check in with them, ask them some leading questions to ensure they were getting the right product for their skin right now?

How can you make this conversation intentional and not just a mindless routine transaction for both you and your client?

By asking questions!

But what Questions are going to work here?

How do you move out of the friend zone and turn this into a skin focused conversation?

It’s easy to ask how is their day going. How are the kids? How was their weekend?

But imagine if you took this opportunity to ask more skin focused questions. Your client will still feel connected and engaged, but the level of connection becomes more professional and purposeful, with their best skin interests in mind!

Instead of asking how they are, what if you asked them:

How has your skin been feeling? This still shows you care but it’s now intentional to their skin.

Are you happy with the texture of the moisturiser? This shows you care about them even after the purchase and it shows you don’t mind hearing feedback and are able to help provide a solution.

How does your skin feel after cleansing? This will indicate if they need to switch to something more nourishing or perhaps add a product to help with makeup removal? It shows you care and creates connection.

How as your skin coping with this been weather change? Gives you an opportunity to share you recommendations that will help them overcome this!

All of these questions are still personal, but they’re skin driven, and it will give you a tangible outcome to help your client further.

Opportunity 2: When booking a treatment on the Phone:

This might feel like a no brainer, particularly when making a booking for a new client. It is only natural to ask a few questions to be able to guide them in the best option that will suit their needs, but what about our regular client’s?

Are we getting complacent with them and not making new or relevant recommendations? Or are we just rebooking them for the same treatment month after month?

This is the perfect opportunity to guide your regular clients towards new services or to guide them towards a more results driven treatment.

How can you change up the conversation to create a more skin focused conversation?

Ask: How was your skin after your last treatment? This will help you recommend adjustments or more suitable treatments. you need to know so you can adjust this treatment accordingly

What has your skin been like in the last week or so? You want to make each treatment as relevant and specific as possible. By knowing how their skin has behaving of late, you can make a new recommendation to change, adapt, upgrade, or add on to their treatment.

How are you going with your home care products? You want to check for consistency. Any changes? Other things you haven’t prescribed creeping into the regime?

Do you have any special occasions or events coming up we need to plan around? You wouldn’t want to create ‘down time’ right before a special event, and you also wouldn’t want to miss the chance to help your client create amazing skin for any upcoming events.

Let’s run a few popular scenarios…

Your client is STRESSED: the kids are driving them nuts, there’s tension in their relationship and they’re under the pump at work! Before you start trauma bonding over whose life is more stressed than who’s, Stop for a moment and think about what happens when we are stressed?

We don’t eat, or we do. We don’t sleep, we over think everything, our self-care drops off and we most likely make some pretty poor life choices.

What does all of this impact? Our adrenals, hormones, mood, gut, energy. Think about the skin connection.

What signs will you be seeing in the skin? Stress pimples, mindless picking, barrier impairments like dermatitis that like to flare up during season of stress.

Are you actively listening and making the skin connection or are you going into friend zone and switching off your skin brain and ignoring the signs in front of you?

What does your client need topically to support these stress knock on effects on skin? What can you do to tweak this very treatment to be more effective for your client today? (a truck load of antioxidants please!) And what do you need to tweak or support with their home care routine?

Your client had a big weekend out with the girls: Before you start swapping drunk stories and having a laugh thinking you are connecting and bonding with your client, put you skin therapist hat on first.

What does this tell you. Alcohol, late nights, probably a greasy breakfast? Shocking hangover and probably slept in their makeup! *GASP*

Opportunity

3: That moment during a facial when the conversation flows

This moment creates more quality conversation time than a walk in or a phone call booking, BUT this is also where we unknowingly turn off our skin expert brains and accidentally go into ‘friend zone’ mode.

There is often a very distinct point in a facial where you take off your therapist hat and put on your friend hat… if you didn’t recognise it before you read this article, you sure as heck are going to feel it every time here after!

It’s that time in a where you ask about their day, ask after the kids, gossip about love lives and the conversation can end up in some rather unsuspecting personal places. No wonder when it’s left unchecked and without intention.

But what if you could still let your client decompress and debrief about life whilst looking at every conversation through a skin focused filter?

What systems does alcohol impact? Then how does this affect our skin? What signs might you be looking for whilst they are laying there in front of you? Sallow, dull skin? Makeup leftover? Puffy Eyes?

How can you help your client restore that which was undone on the big night out? What can you add to today’s facial that will help counteract some of the skin things linked to binge drinking? What can you add to your client’s home care to help?

Every time a client speaks to us, they’re giving us intel whether they know it or not. As a skin therapist it takes practice to hear these conversations through a skin focused filter, to find the clues and cues that can help you step into your role as your client’s skin professional.

This switch of focus can be the difference between you stepping onto your authority and leadership as a skin expert, instead of just going through the motions. By looking at every client interaction as an opportunity to learn, it will help you switch on your brain and really become engaged in your client’s skin journey.

@expert_skin_therapist

Unlock the potential of your beauty salon with a digital business manual.

It’s one of those weeks where even an iced latte with oat milk can’t prepare you for what lies ahead at the salon. The chaos is palpable, and amidst the hustle and bustle, you find yourself grappling with an outdated and disorganised business manual. Sound familiar?

As you navigate through stacks of folders, desperately searching for important documents, the stress starts to build. The employee checklist from 5 years ago? Lost in the abyss. The contracts you printed in bulk? Nowhere to be found. And as you fumble through encyclopaedic folders, interrupted by random facial cream receipts slipping out, precious time slips away. Sure, you’ve attempted to create a business manual, but it’s become a relic of the past, unable to keep up with the demands of your dynamic salon.

But what if there was a way to automate repetitive processes, like onboarding new therapists, without repeating this nightmare scenario week after week? Enter the solution you’ve been desperately seeking: a digital business manual tailored specifically for beauty salons.

Imagine a world where you can effortlessly onboard new team members, access essential documents with a simple click, and streamline your salon operations with ease. It’s not wishful thinking—it’s a reality waiting for you to embrace. So, put down that iced latte and take a moment to free yourself from the shackles of disorganisation and wasted time. It’s time to seize control, streamline your operations, and unleash the true potential of your beauty salon in the digital age.

Streamline your salon operations

Picture this: you’re in the midst of a bustling day at your salon, trying to balance attending to clients, coordinating with your staff, and overseeing inventory. Amidst the chaos,

important information slips through the cracks, appointments get double-booked, and you struggle to maintain effective communication with your team. The result? Lost time, missed opportunities, and a potential dent in your salon’s reputation.

This is where a digital business manual steps in to save the day. By centralising important information, processes, and procedures within a user-friendly digital platform, it becomes your own virtual assistant: ready to help you run the salon smoothly and efficiently.

Let’s take inventory control for example. Maintaining optimal inventory levels is vital for any beauty salon. With a digital business manual, you can keep a comprehensive overview of your stock including product quantities, reorder points, and supplier information. You can also create a simple inventory management system, track product usage, and so much more, saving you time and preventing costly stockouts. By embracing a digital business manual, you can bid farewell to the inefficiencies and frustrations that have been plaguing your salon operations.

Ensure Treatment Consistency and Quality

Consistency is the secret sauce that keeps your beauty salon thriving. When your client’s step through the door, they expect nothing less than exceptional service, no matter what facial treatment they’re getting. But let’s be real— achieving and maintaining consistent service quality can be a real challenge.

Sure, you have a talented team of therapists but without a clear guide to follow, each of them may interpret procedures differently, leading to frustrating inconsistencies. That’s where a digital business manual becomes your salon’s secret weapon.

A digital business manual acts as a comprehensive guide that ensures all your staff members follow standardised procedures like seasoned pros. And the perks of consistent service quality? They’re like a rejuvenating peel for your business! First and foremost, it’s all about customer satisfaction. When your clients experience consistent, high-quality service, they feel like they’ve hit the jackpot. They’ll leave your salon with a smile, feeling like a million bucks, and ready to tell their friends all about the amazing experience they had. Cue the glowing reviews and a flood of new clients!

But it doesn’t stop there. Consistency builds trust and solidifies your salon’s reputation as a go-to destination for beauty and wellness. Your clients can rely on your salon to deliver an outstanding experience, no matter which staff member they encounter. That’s the kind of reliability and professionalism that turns one-time visitors into loyal fans who keep coming back for more.

A digital business manual can ensure that and much more, even with staff turnover. When new team members join your salon, they can dive right in and quickly get up to speed by referring to the manual online - where you would have outlined a cohesive step-by-step that can be easily replicated!

Boost Your Marketing Management

You have a brilliant idea for a marketing campaign to promote your latest services or products. But then comes the daunting task of juggling multiple marketing materials, ensuring brand cohesiveness, and staying on top of various platforms. It can be overwhelming, to say the least.

Sure, you know the importance of effective marketing to attract new clients and keep your existing ones coming back for more. But let’s be honest, staying consistent with your marketing efforts is a never-ending battle. A digital business manual can not only streamline your operations but also serves as a reliable hub for managing your marketing initiatives. It’s like having a second brain dedicated to making your marketing life easier.

You can effortlessly centralise all your marketing materials in one place. From branding guidelines to promotional materials, everything is easily accessible for you and your team. No more searching through countless folders, designing marketing assets from scratch, or sifting through email chains to find that specific logo or updated marketing copy. It’s all right there, ready to be utilised. With your digital manual, you can quickly access pre-designed graphics, outline your marketing plan dos and don’ts, and ensure a cohesive and visually stunning representation of your brand across all platforms.

But that’s not all. The power of a digital business manual extends beyond easy access to marketing materials. It also enables you to track the effectiveness of your campaigns, gather valuable data, and make data-driven decisions to optimise your strategies. With real-time insights at your fingertips, you can make informed adjustments, refine your marketing initiatives, and drive even better results.

Facilitate Scalability and Expansion

Scaling your beauty salon operations and expanding into new locations is an exciting endeavour that can turn your dreams into reality. However, it’s no secret that this journey is not without its fair share of challenges. Each new location presents unique hurdles, from ensuring consistent service quality to maintaining smooth operations. In essence, the process of replicating processes and procedures across multiple locations can quickly become a logistical nightmare. That is, until you implement a digital business manual.

With a digital business manual, you gain the ultimate flexibility to effortlessly replicate your proven processes and procedures across all

your salon locations. Think of it as a blueprint that guides your team in delivering exceptional service, regardless of where your salons are situated. With this powerful tool, you can establish and maintain the same level of excellence that your customers have come to expect, ensuring that your salon’s reputation shines through in every interaction.

Furthermore, a digital business manual fosters collaboration among teams and ensures that everyone in your expanding salon family is on the same page, working together towards a shared vision of success. This level of consistency and quality control becomes even more critical as you scale your operations, allowing your brand’s essence and values to resonate with customers at every touchpoint.

Expanding your beauty salon empire isn’t just about adding more locations—it’s about unlocking new revenue potential and extending your market reach. Each new location provides a unique opportunity to tap into different customer bases and establish your brand presence in diverse areas. By utilising a digital business manual to maintain consistency and quality control, you solidify your position as a trusted and reliable beauty destination, both locally and beyond. In a nutshell, this powerful tool seamlessly replicates your success, ensures consistency throughout your expansion, and enables you to foster quality control as you embark on this thrilling journey.

Setting Up Your Digital Business Manual

Setting up a digital business manual for your beauty salon may feel like a daunting task. The fear of the unknown and the overwhelming thought of where to start can make it seem like a mountain to climb. But you don’t have to face it alone. We know that “Tech” isn’t really your thing but there are ways to take the stress out of creating your digital business manual.

Step 1: Choose Your Online Platform

With a myriad of software options available, it can be overwhelming to select the right one. However, simplicity should be your guiding principle. Start by considering platforms like Google Drive, Dropbox, or Notion. These userfriendly tools will allow you to gather and organise all your information in one digital space.

Step 2: Declutter Your Folders

Take a deep breath and tackle your business manual one step at a time. Begin by creating a list of the most crucial information you need to record for your salon. Start with what comes to mind naturally. Then, review your outdated manual(s) and identify what you want to retain and what can be let go.

Step 3: Build Your Digital Business Manual

Thanks to the progress made in steps 1 and 2, you now have a wealth of information ready to be updated, organised, and uploaded online. Take it at your own pace and break it down into manageable sections if necessary. Remember, there’s no need to complete your Digital Business Manual in one go. Once it’s finished, bid farewell to the hassle of sifting through stacks of antiquated folders. Everything you need will be just a few clicks away, easily accessible, and up to date.

Tech Tool: Tango

Tango is a powerful and user-friendly tech tool that seamlessly integrates with your digital business manual, enhancing its functionality and simplifying your salon operations. This innovative tool allows you to capture and annotate screenshots of procedures and steps with ease, creating visual guides within your manual. From treatment delivery to customer communication, Tango streamlines tasks, making your salon more efficient and effective. The best part? Tango is free to use, providing you with an accessible and invaluable resource to elevate your beauty salon to new heights of success. Embrace Tango and experience the transformative power it brings to your business.

www.tango.us

If the idea of transitioning your business manual to a digital version still feels overwhelming, fret not. We’re here to assist you. Our Digital Business Manual Systems provide access to pre-built pages, platforms, and dedicated support to help you create and organise your procedures and processes. We’ve witnessed first-hand the incredible transformations that occur when salon owners unlock the full potential of their businesses. A digital business manual is a powerful tool that can propel your beauty salon to new heights. Discover more by scanning the QR code below.

At Digital Health Co we blend our beauty background and tech expertise to bring you curated, effective, and growth-centric digital solutions. We understand all-too-well your treatments and services, your clients’ needs, and your business goals.

Learn more about Digital Health Co

www.digitalhealthco.com.au/mocha

“The Real MVP”! Tiered Pricing for the Beauty Clinic Owner.

By Caitlyn Muir

Why ‘MVP’? Because you, the owner, really are the Most Valuable Player in your salon or clinic, and that comes at a price. Next in line, the second-place peeps, are your busiest and most highly requested staff, not necessarily the longest standing… hear me out.

Now more than ever, our clients are becoming more frugal, extending their appointments out, generally buying into the hype that they SHOULD be in a financial crisis because the media feeds them that info, it’s also absolutely no secret that our clients are also cancelling last minute, and finding cheaper alternatives to so many of their essentials and luxuries in life, including their beauty and skin appointments.

So, how do we fix this? Discount ourselves? Eeek, no. Offer ‘deals’ to get new clients or the long gone to return? NOOO! There are a few different strategies to help this, but this is my all-time fave, introducing TIERED PRICING STRUCTURES.

The WHAT?

What exactly is tiered pricing? It’s a scaled pricing system for your services and treatments based on experience, technical ability, and how in-demand you and your team are.

The baseline, or “average” price would be worked out on your salon costs, broken down into a perminute labour cost, plus specific product costs required for that service. Confused? DW I can help you with that! *insert winky face here*

The highest price point, usually a percentage above the baseline, would reflect the owner, director, even the manager and the therapists who are the heaviest in requests and bookings. The lowest price point is your juniors, trainees, and the assistant level staff that are in the earliest stages of training.

Dependent on the size of your salon and your team, I have worked with salons that have 6-7 tiers of pricing because they have large teams, large salons and lot’s of rooms on the go, or some that just have two tiers because they’re a smaller space, one to two rooms with only a couple of staff. It comes down to your individual salon or clinic.

The WHY?

Tiered pricing is absolutely groundbreaking for any service-based business, especially the beauty world. It not only provides your clients financial options, meaning they can still attend their favourite clinic without breaking the bank.

As well as that, it is the number one way to start the process of cutting back your time on the floor, or step back completely for more lifestyle freedom. It is also the best way to free up your busier therapists to make way for more higherpaying clients, and to busy up your quieter, or newer, or less experienced staff.

At the end of the day, it’s not that you’re necessarily the best therapist in your team, nor are you necessarily the most experienced, but as the owner your time is the most valuable. Tiered pricing isn’t about belittling your people or creating a toxic hierarchy, but you, the owner, have invested everything into your business, you’ve taken the risk, you wear all the hats and bear all the responsibilities and you also have things in your business that only YOU can do. Therefore, you’re the MVP and you need to be charging a higher rate than your staff.

Most importantly, by implementing tiers, your time on the floor will be more monetary, meaning you are maximising your takings and enabling yourself to spend more time on the business.

Clients who are happy to pay the higher $$$ for your more experienced people will stay with them, meaning your busier staff are earning you more money for the same time worked, and the rest of the clients who need to find more budget

options will filter down to your lower tier staff meaning they’re busier too, YAY!

I always find it funny how your clients “won’t see anyone else because you’re the best”, but when you put your prices up, all of a sudden, they’re cool seeing your more-than-capable employees, like they evidently just stuck around because you’re cheap (sorry, not sorry, I said it!)

Would you ever go to a law firm an pay the same for the Partner as you do for the lawyer fresh out of uni? No. Does that mean the freshie doesn’t know what they’re doing? Also no. But the partner has more to do, more to oversee, a hellova lot more responsibility, and that is why they are more expensive. Get it now? Love that for you!

The WHEN?

When do you implement a tiered pricing structure?

• In short, if there is more than one of you, and you’re all running the same pricing, it’s time! It’s also time to create this in your business if you, or even some of your staff are so busy and over booked and others are quiet… tiering is the number one way to help the busy therapists cut down and the quiet employees to book up.

• If you are experiencing push back on pricing, cutting your pricing down is NOT the answer, tiering is! How many apologetic plumbers do you know that cut down their labour costs because you questioned them about their $200 for replacing a washer that took them ten minutes? ZERO. So, don’t buy into that BS, babe! This is the best way to offer budget friendly options while retaining your clients.

• If you’re wanting to earn more money and work less hours on the floor of your salon, the time is now.

• If you want to filter out some of the services you offer (removing the cheaper ones for higher paying, more technical services), or start moving clients around (the long-term, never want to pay more, boring ones – not rude, we have all had them!), or even change your demographic completely, it’s time.

• When you want to get your juniors BUSY and BOOKED UP and your up-and-comers THRIVING, hell yeah!!

The HOW?

So, how exactly do we bring this all together? How do we roll it out to our clients?

First, nail your pricing. Hot tip: this is NOT BASING YOUR PRICES ON THE CLINIC DOWN THE ROAD, or the dream clinic, or anyone else full stop. Pricing is created by:

1. Understanding your salon’s bottom line; every cost, product, person, sundry, expense, running cost, EVERYTHING that contributes to the salon operating and opening its doors.

2. Deciding how much profit you want/need from your business.

3. Breaking that cost into a per [income generating] employee hour, block and/or minute.

4. Multiplying that out by the time required for EVERY service offered.

5. Adding in the cost of goods/product required to complete each individual service.

6. Then, adding a % surcharge for the top tier people in your business, and,

7. Deducting a % surcharge to the lower tiers in your business.

Let me give you an example of a five-tiered system (you can name them whatever you want to):

Principal/Director: Should always be 25%-50% higher than the base price. This would be your owner, boss, CEO, whatever you call yourself. More often than not, the people in this tier work at a slightly faster pace, same as the “Masters”.

Master: Should always be 10%-25% higher than the base price. This tier should include your busiest, most in-demand, top earning therapists.

Senior: Should be the base price. This should be your Diploma qualified therapists.

Emerging: Should always be 10%-20% less than base price, because they are still finessing their skills. This tier is for your trainees, Cert III qualified’s, and those who need a little more work. The staff in the “emerging” tier often need slightly more time to complete their services.

Rising/Junior: Should be anywhere from 50%20% under your base price, because they are still training, growing, and need supervision when working on clients. These little beauties are often a lot slower and need more time with and on the clients.

Obviously, tiering, the same as pricing, works on a case-by-case basis and we need to design what works specifically for your clinic structure, your team, and you. But some points to consider are, how many services does your salon offer and can everything be done by everyone? How many staff do you have? Are some slower, faster, not quite up to standard? Are some of your people running full columns? And last but not least, are you paying some of your staff more than others?

I think the biggest question now is, “how do I roll this out without pissing off my clients?” and the

plain, simple, direct response to this is, choose a date, stick to it, and prepare your clients for it.

“Hey [NAME], effective 1st July 2023 our [CLINIC NAME] will be implementing a pricing adjustment on all services. If you wish to obtain a quote or have a chat to us, contact us on 0466 120 983”

From there, all clients get charged the new prices effective from that date. If your clients are not happy with your new prices, this is a perfect opportunity to segue them into changing therapists or dropping down a tier to meet their pricing needs, change up their services, or sell them into a membership if that’s something you offer.

This is not, I repeat, this is NOT, a time to accept their frustration over pricing and discount yourself… other people’s financial situation is not your responsibility! You run a business, not a charity after all, and I am certain that your clients don’t bargain with the staff at Woollies!

And to finish this off, I will leave you with this… I bet you went into business to make people look and feel amazing, to be that creative and innovative person that you are, but most of all you put everything on the line to provide yourself and your loved ones an amazing life, that happens when you take your business seriously and you value yourself and your profession!

X Cait Muir

Taking Deposits & Overcoming the Awkwardness!

You’ve worked hard to fill your books and your business is starting to hum, or already humming away like a little… hummingbird. You have a nice number of loyal clients who spend a fair bit with you. It’s all good. But if you’re like nearly every other Clinic Owner or Manager, you have to deal with the dreaded no shows. They cost you time, money and are just plain annoying, especially when your books are full, and you have a waiting list.

A clear solution to this problem is to take deposits for treatments at the time of booking. But the extreme awkwardness of asking your VIP clients to leave a deposit, the risk of damaging the trust you’ve built up over so long puts it in the ‘it’s all a bit hard’ basket, to consider another day, or when you really have no other choice.

This is totally understandable, and up until now perhaps the perceived awkwardness of having to ask for a deposit has been greater than the cost of your no shows. But the thing is, the cost of living is changing the game. Everything is expensive, interest rates keep on rising, and people are feeling the pinch. Sadly, as we all know, often one of the first things to get cut out of a budget in tough times are beauty treatments, which places your business at greater risk, when you really need to keep your cash flow steady.

DID YOU KNOW:

Businesses who use deposits reduce their no-shows by 30%?

Clients who pay a deposit spend 30% more on the day?

We know how hard it is to have these conversations, but as business owners or managers, keeping your revenue healthy, retaining your staff, and ensuring you have appointments available for your VIPs are your priorities, so anything that helps you achieve these outcomes should definitely be seriously considered.

At Timely, we have spoken to many, many clinic owners, and managers, and understand how hard it feels to make the shift into deposit-taking, but also have seen the benefits to a business once implemented.

Here are our top tips to easily implement deposittaking into your business.

1. Let your clients know in advance. Communication is key! Give your clients a few weeks’ notice and time for this to sink in. Let them know your new policy means a deposit is required for all new bookings but let them know they have up to 24 hours (or whenever you choose) before the appointment to make changes with no charge. Sometimes the way you

If possible, try to ensure no one is surprised by

the new process- share the update on social media, by text and email, as well as putting a notice on your front counter. Explain why you’re doing it, and let your clients know you value them, love doing business with them, and this policy is only in place for the kind of customers that don’t show up (never them of course!) and end up costing everyone when the prices have to rise to fill the revenue gap.

2. Don’t be afraid to be human. Being vulnerable can be a bit scary, especially when you want to show your clients you are completely on top of your business and have everything running smoothly, but there’s something very relatable to someone explaining that things aren’t perfect (because business is challenging for everyone!). If you explain to your clients how no shows cost you thousands in revenue each year, and how it means

wasted time that could be spent fitting in the loyal customers (like them!), it really makes the decision very easy to understand.

3. Deposits are a way of life now.

If there was one positive to our industry that Covid gave us (and we had to think hard to think of one!) it’s that putting down deposits is pretty normal now. Whether it’s for a restaurant, cafe or hair salon, small businesses everywhere are securing their revenue by protecting themselves from no shows. Clients who value your work and support your business should see this new process as an extension of that same support.

If you’d like some more help with setting up deposits or working out what your cancellation policy should be, visit https:// www.gettimely.com/creating-your-bookingpolicy/ for a handy guide.

10 Tips for a Tenant Negotiating a Commercial Lease Renewal with a Landlord.

By Kelly Cunningham

Preparing for and actually negotiating a renewal with your Landlord is a bit more serious and involved that just agreeing the rent and signing the paperwork. A lease renewal is an opportunity to re-evaluate the market value of your tenancy and unfortunately, too many Tenants just renew with a 3 - 5% rent increase over the current rent. When in fact, the actual market rent could be 20 - 30% less, especially if the Tenant has occupied the tenancy for 2 or 3 renewal cycles of 3 - 5 years each.

Below are 10 top tips on how to approach a renewal negotiation…

1. Start Early: Start negotiating your lease renewal as early as possible, preferably 612 months before the lease expiration date. The earlier you start the renewal process, the more time you have to negotiate and explore all available options. This will allow you enough time to review your lease agreement, research market trends and explore different options.

2. Know Your Lease Terms: Before negotiating a lease renewal, review your current lease agreement and understand the terms and conditions. Pay attention to renewal options, rent increases and renewal notice requirements. Understanding these details will help you negotiate a more favourable lease agreement.

3. Understand Your Market: Research the current market trends and rental rates in your area. This will give you a better idea of what a fair lease agreement looks like and you can use this information to negotiate better terms.

4. Determine Your Priorities: Identify what terms and conditions are most important to you and prioritise them in your negotiations. For example, you may prioritise a longer lease term over lower rent or vice versa.

5. Review Your Business Needs: Review your business needs and consider how they may have changed since you signed the original lease agreement. For example, you may need more or less space now.

6. Review Your Options: Consider all of your options, including renewing the lease, negotiating a new lease agreement or moving to a new location. If you’re happy with your current location, renewing your lease may be the best option. However, if your business has outgrown the space or you need different things, it may be time to consider a new location.

7. Gather Information: Collect information about the Landlord’s needs and preferences, such as their plans for the property or their financial situation. This will give you a better understanding of what they may be willing to negotiate.

8. Negotiate Rent and Other Costs: Negotiate not only the base rent but also any other costs, such as security deposits, guarantees, make good costs, outgoings, legal fees and design review fees. Be sure to understand who is responsible for these costs.

9. Be Willing to Compromise: Negotiation is a process that requires compromise. Be prepared to compromise on some terms and conditions to come to a mutually beneficial agreement with your Landlord.

10. Get Professional Advice: If you’re unsure about any aspect of the negotiation process, seek professional advice from a Tenant Representative. They will be able to assist you with gathering all the market information and undertake the negotiation on your behalf if you want them to. A commercial property lawyer will be able to assist with reviewing the legal terms and conditions of the lease document, once the deal is done, while the Tenant Representative ensures that the commercial terms that were negotiated are accurately reflected in the new lease and the intentions are kept intact.

Your Leasing Co. specialises in representing Tenants and negotiating lease terms for Tenants. If you have any questions about negotiating the best outcome for your renewal and avoiding these costly mistakes, you can call Kelly Cunningham for a free, no obligation conversation and a free lease review on 0419 001 093.

Remember, negotiating a commercial lease renewal is a process that requires patience, preparation and good communication skills. You should approach negotiations with a clear understanding of your needs and priorities and be willing to compromise to reach a mutually beneficial agreement with your Landlord.

Here are a few additional tips to help you through the process:

• Be respectful and professional in all communications with your Landlord. This will help build a positive relationship and improve your chances of a successful negotiation.

• Keep your options open. Even if you’re happy with your current location, it’s always a good idea to explore other options to ensure you’re getting the best deal possible.

• Be realistic about what you can negotiate. While it’s important to aim for the best possible lease agreement, it’s also important to be realistic about what you can achieve. Don’t make unreasonable demands that may jeopardise the negotiation process.

Your Leasing Co. specialises in Tenant / Landlord communication and representing Tenants to negotiate favorable lease terms. If you have any questions or need any help to get the best outcome from your lease, you can call Kelly Cunningham for a free, no obligation conversation on 1300 356 702.

Why Purpose isn’t the Magic Pill to Burnout!

By Gry Tømte

I want to talk about something that’s been coming up quite a bit lately - and that’s burnout. Burnout has been a real issue in the business world, especially after dealing with the challenges thrown at us by the COVID-19 pandemic. In fact, instead of the Great Resignation, we’re now talking about the Great Burnout.

In our line of work, where passion and dedication drive us, it’s important to separate fact from fiction when it comes to burnout.

Interesting fact: people who work in professions where they directly help others (i.e., physicians, nurses, teachers, non-profit employees - and Skin and Beauty Therapists!) have been found to be at highest risk for burnout among professionals.

These employees engage in more self-sacrifice and less self-care because they feel so strongly about their work.

They often commit more time and energy to work at the expense of their own well-being.

Hello also to most beauty business owners I know!

In Australia currently, 65% of the workforce are considering quitting their job. 40% cite burnout as the cause…

And, at the same time, owners are facing more and more pressure themselves;

inflation rates are the highest since our last recession which means all our operating expenses have increased exponentially

 wages increase to keep up with increased living expenses for our team and to be able to hire in the most competitive job market and staff shortage the industry has seen

revenue numbers decline as clients face their own financial challenges - along with the 174957394th round of covid. Which means not only do clients spend less or push their appointments out - we also see an increase in sic k leave amongst the team.

All of this means many business owners inadvertently (or even sometimes purposely) apply a lot more pressure on the team to perform better and sell more.

And then, for a purpose driven therapist who really wants to make an impact and really feels for their clients’ diminishing budgets and constraints, whilst wanting them to get results and meet targets - can lead to burnout faster than you can say boo!

In fact, a study of over 3,700 professionals by Plasticity Labs found that employees driven by purpose are significantly more stressed compared to those who aren’t. The purpose-driven employees had lower well-being, resilience, and self-efficacy scores.

So why do we bang on about the importance of being purpose driven??? Is it REALLY such a good thing?

The answer is YES! It’s just not the whole picture. You can’t just build a business based on purpose and think it will be the magic pill for your team to perform and be happy and calm - and neglect the rest.

So, first, let’s dive in and debunk some common misconceptions about burnout in the beauty industry post-COVID, with solid facts and evidence to back it all up. Then I’ll give you my top 10 tips to help you minimise the risk of burnout in your business.

Myth #1: Beauty therapists and owners in purpose driven organisations are immune to burnout.

Fact: Sorry to burst the bubble, but purpose-driven organisations don’t make us invincible to burnout. In fact, we might be even more susceptible to it. We’re all passionate people who are committed to our craft, and that’s amazing. But sometimes, our passion can make us overwork ourselves and forget about self-care. Studies conducted by Maslach et al. (2001) have shown that professionals in high-achieving and purposedriven organisations, like ours, can experience higher levels of burnout due to our intense dedication and emotional investment. And let’s not forget about the added challenges brought by COVID-19. Financial constraints, staff reductions, increased workloads, and emotional

demands from clients have hit us hard. All these factors put us at a higher risk of burning out.

Myth #2: Burnout is only caused by working long hours.

Fact: Burnout isn’t as simple as clocking in long hours. It’s a complex beast with various contributing factors. Sure, working long hours can contribute to burnout, but there’s more to the story. Burnout is influenced by multiple factors, including our work environment, lack of control, insufficient resources, and a mismatch between our personal values and the organisational culture.

Research by Schaufeli et al. (2009) has shown that job demands, like dealing with emotional labour, customer interactions, and organisational expectations, play a significant role in burnout. And let’s be real—our job often involves putting on a smile, even when we’re dealing with challenging situations. That emotional labour, coupled with the pressure to meet client expectations, can drain us mentally and physically, leading to burnout.

Myth #3: Self-care is a luxury we can’t afford in the beauty industry.

Fact: Hold up, ladies and gents! Self-care isn’t a luxury—it’s an absolute necessity for us beauty therapists to prevent burnout. Contrary to what some people might think, taking care of ourselves physically, mentally, and emotionally is crucial to keep burnout at bay.

Research by Oosterholt et al. (2014) shows that self-care practices, like regular exercise, getting enough sleep, trying relaxation techniques, and indulging in hobbies, can effectively reduce

burnout and promote our overall well-being. We need to make self-care a priority and set boundaries to maintain a healthy work-life balance.

Myth #4: Passion alone is enough to prevent burnout.

Fact: Passion is fantastic, but it can’t singlehandedly save us from burnout. We’re passionate beings, and that’s what makes us have such amazing beauty therapy careers. However, relying solely on passion can lead us to neglect our own well-being and boundaries, eventually resulting in burnout. Research by Dyrbye et al. (2017) tells us that having a sense of purpose, engagement, and satisfaction in our work can reduce burnout. But here’s the deal: we need to complement our passion with self-care, stress management techniques, and effective coping strategies to truly prevent burnout.

So how can purpose-driven businesses combat burnout among their therapists?

Here’s 10 tips for how you can do exactly that:

1. Build a Kickass Team Environment: Make your clinic, spa or salon a supportive and awesome place to work. Encourage everyone to speak their mind, give and receive feedback as a way to care for each other and help each other grow. Make sure everyone on the team feels like they’re part of a tight-knit team and are just as valuable, regardless of seniority, performance or personality (unless of course they’re a negative Nelly - in which case you may have to let them be negative somewhere else…)

2. Flex It Up: Let’s be real, therapists have lives outside of work. Offer flexible schedules that give them a better work-life balance. Make sure you factor in holidays as a part of your staff expense and your forecasting. No one wants to work for a company where asking for leave is more stressful than fun!

3. Keep the Skills Flowing: Keep your therapists engaged and growing by investing in their training and development. Bring in cool training sessions, workshops, or online courses to help them learn new treatments, techniques, or even self-care practices and personal growth.

4. Self-Care Rules: Self-care is the name of the game. Encourage your therapists to take regular breaks, practice relaxation techniques, and do things that recharge their batteries. Hook them up with resources like meditation or yoga classes, wellness programs, or a simple thing like daily gratitude practice as a team.

5. Draw the Line: Set clear boundaries between work and personal life. Encourage your therapists to disconnect from work stuff after hours. NEVER message your team outside of their working hours/ days - unless it’s absolutely time critical (and I mean, it JUST can’t wait, or else the place burns down or the client goes to hospital….) Help them set realistic expectations for performance, avoid overbooking them and overload the day (I know it seems like a good idea to squeeze in that extra client during a lunch break when things are slow - but it’s just not a worthwhile payoff once your team feels that their health and wellbeing is worth less than the client.

6. Mental Health Matters: Show your therapists you care about their mental health. Provide resources like counseling services or

workshops on stress management, resilience, and mindfulness. Let them know it’s okay to take time off and create a safe space for seeking help. If your team knows it’s safe to ask for a mental health day, they’ll be much more open and honest about what’s going on for them, and what they need in order to make it through a challenging period.

7. Squad Goals: Get the team together and have some fun! Organise team-building activities and outings that bring everyone closer. Maybe plan a yoga class together or just have regular team meetings to share stories, challenges, and victories. Research shows that common goals as a team is a lot more motivating and brings about greater change across the business than individual goals. Going after a goal as a team is contagious energy! My own team set 5 goals at the beginning of the yearone of them the High Performance + Purpose Academy, which they are about to launch as we speak…

8. Lean on Each Other: Encourage your therapists to support one another. Foster a culture where they can genuinely connect, share experiences, and offer guidance. Pair them up with mentors or buddies, or just create an environment where they can lean on each other. At HÜD we have team KPI’s as well as individual so that it’s really clear that team work really makes the dream work. Our motto is: “If your teammate wins, you win”.

9. Show Some Love: Regularly give shoutouts and props to your hardworking therapists. Set up recognition programs, celebrate milestones, and create opportunities for them to show off their skills and achievements. Let them know they’re valued.

10. Check-In: Stay in the loop with your therapists. Schedule regular check-ins to see how they’re doing both mentally, physically, and professionally. Check in on what’s getting in their way, what they’ve achieved that they’re proud of - and if the workload is manageable. Listen to their concerns, provide support when needed, and make adjustments if necessary. It’s all about making sure they’re able to be the best version of them. I’ve met many owners who seem to think a once a month 1-1 is sufficient - but I strongly recommend (read: implore you!) that you do them once a week. If they’re done monthly, it’s too hard to course correct and too much time goes by without highlighting and reflecting on wins.

With these strategies, your purpose-driven clinic or spa can create an environment that kicks burnout to the curb and lets your therapist’s shine. Remember, when your therapists are happy and thriving, it shows in the awesome service they provide to your clients - which shows in their numbers.

Which means your business AND your team stay resilient during this wild time - and can re-invest back into your team and your business.

Being purpose driven is magical!

It’s just not a magic pill or excuse for a poor culture or leadership, excess pressures or unrealistic targets and expectations.

There’s plenty of workplaces that hide a bunch of burnt-out employees under the guise of a ping pong table, fancy team retreats or a cool purpose statement.

Don’t be that place. Build a purpose driven environment that also has boundaries, care and accountability, regular check ins and common goals.

And remember to check in on your most invested, purpose driven empaths on the team. They often slip by the radar because we’re just used to them being so invested and fabulous. But they are the ones at risk the most.

Gry Tømte is the Norwegian founder behind the multi award winning skin clinic HÜD, and most recently, The Profit + Purpose Concept - a unique mentoring initiative to help the beauty industry become more purpose driven and people focused whilst still - or rather therefore - optimising profit. HÜD is today one of the top clinics in Australia, famous for its purpose driven business model, incredible results, a leading team culture and multiple accolades. They’ve taken home ABIA Australian Team of the Year, Australian Clinic of the Year, Victorian Clinic of the Year and DMK Clinic of the Year several years in a row. Gry now shares her secrets to her people first, multi 7 figure business success with both international and Australian audiences via 1-1 mentoring and coaching, in the pursuit of making the beauty industry one of the most fulfilling industries to both work in and own a business. Gry also writes regular magazine features for both business journals and beauty industry magazines.

What to do with a day of Cancellations!

By Phoebe Bawden

One of the major conversations I am having with all of my clients currently is gappy appointment books and quieter days. It’s no secret that country-wide at the moment, our clinic’s clients are feeling the pinch of the financial climate, so we are facing last minute cancellations, clients stretching and spreading their appointments further apart and therefor our businesses cop it too. So, what do you do when you have staff employed and their day empties out? Here’s what we are doing to fill in that time productively.

1.

Delegate, GF

There is nothing more frustrating than when you are flat out with clients and your staff are standing around twiddling their thumbs…. Clearly, as the owner our time is the most valuable within the salon, and we have so many tasks that only we, the owner, can do. We are also the ones with the longest ‘to-do’ list, so the first and foremost point today is moving your clients over to your quiet staff!

Your employees should always be income generating for you, and you should be doing whatever needs YOUR attention. Doing this regularly means that your clients will grow confident with your staff’s capabilities, meaning they aren’t addicted to you, you will have more time to work ON the business, and to be honest, this is the perfect segue for you to be stepping back from the floor ongoing and letting your staff be the worker bees you employed them to be. More often than not clients are actually happy to see someone else if you actually ask, and if not, contact me and I can give you some really good strategies around how to do this easily.

2. Chase up those leads

It’s time to revisit all of those missed social media and email inquiries that you previously didn’t have time to reply to, missed, or never booked in. Rather than being salesy in your message it’s important to be conversational i.e., ‘Hey (Name), my name is Phoebe, and I would like to apologise for not responding to you sooner, how are you? Hope you’re having a great day!’

It’s really important that you introduce yourself as people are more responsive when there is a REAL PERSON behind the message. Time and

effort shouldn’t be a factor here because we’re filling in time, remember?

From there, HAVE A CHAT, be friendly, relatable, and uncover the problems they are facing. Once you have discussed how you’re going to fix those problems and you’ve built a bit of rapport, THEN invite them in.

3. The back end

This is the ideal time to get your ducks in a row and work on some of those back-end tasks that have been pushed to the wayside. Whip out that Salon Bible and review and update your salon’s policies and procedures, rework your pricing, take a closer look your booking policies and what needs to be changed there, and take the time to go through these with staff to make sure you are all on the same page.

Have a deeper look into your POS while you’re at it, is it spitting out all the reports that you need to know your numbers, if not, why not? Does it offer online bookings, automated gift voucher sales? There are many systems currently on the market that should tick all your boxes.

4. Baby come back!

Run a report of who hasn’t visited your salon within the last twelve months. It’s time to reengage, take the time to send a personal message to ask for constructive feedback, again, we don’t want to ‘sell’ right off the bat or clients won’t reply.

Using your clinic mobile phone, message every non-returning client: ‘Hi (NAME) how are you? My name is Phoebe and I work for (CLINIC) am doing some research on how we can improve

and be better for our beautiful clients. We want to make your salon experience as amazing as it can be, therefore we are asking for feedback on your last visit with us. Out of 10 (10 being amazing) how likely are you to recommend us to a friend? Comments constructive and positive encouraged, Thank you.

Be personal and be genuine, this is the time for a real conversation. Asking them only one question which covers all bases isn’t taking too much time out of their life. You don’t always need to discount upfront to get a client through the door (more on that later!) Often, just a conversation is enough to engage a booking, and people just want to know that you care about them.

5. Train, train, train!

Now is the time to reach out to your suppliers to book in some staff training, whether that be on product or treatment. Ongoing training is so beneficial to everyone and keeps motivation and excitement thriving. We also live in a time of Zoom and online training; everything is at our fingertips so there should be no reason your suppliers can’t jump online if they can’t physically get to you last minute.

Do your juniors need more training? Invite family and friends to come and have their treatments done with a small fee. Staff treatments are perfect for juniors to be practicing on your senior staff to teach and guide their training. And on that, those 99 courses and training manuals you’ve bought before, time to get them out and refresh your people!

6. Marketing

We know that marketing can be a key factor in filling in your gaps with new and old clients

we also know a few tricks that can help boost your visibility. Meta favours faces and seeing real people, so get those reels and content PUMPING.

Meta loves:

• 15 second reels

• 30 second reels

• 90 second reels

• Carousels

• Photos (real photos, not generic/stock images)

• > 90 second videos

• Posts with lots of text …in that order.

A quick reel showcasing one of your staff’s favourite products and the results it can give your clients, is perfect. Even a reintroduction to your team, a day in the life of your salon/staff is a great way to engage. Potential clients want to see the faces behind their treatments, they want to see the environment they will be stepping into, and they want to get to know you!

And a quiet day is the perfect time to film lots of content, so you have it ready to go for the rest of the month. Create it, save as draft and post later.

7. VIP Memberships

Have you looked into incorporating a payment plan or membership option for your clients?

With the current climate, it’s no secret that most people live on credit, pay-in-fours etc. and that can cost you, the small business owner, up to 7% of your total sale – OUCH!

These days there are loads of companies that offer a buy now, pay later plans, or even ongoing memberships for your clients, being adaptable to the way people live now is so vital for not only growth, but retention of our clients. And the best thing with most of these is, no fees, as your client pays that!

We have the formula at CMC if you need help with this!

8. Unused equipment + products

Do you have salon equipment gathering dust in the back room? What about a pile of products that you’ve just dumped out there and never actually used? Why not use the downtime to introduce the services you can do, or the products you can sell to your clients?

A quick blast text, in line with some social media posts and a marketing email always does the trick. Even better, upgrade the clients you have in the salon while you have space to add on services.

And if that’s not your vibe, put it in on marketplace, sell online or post to beauty therapist groups to sell.

9. Crack open that to do list. What a perfect opportunity to have your salon beautifully clean and fresh, nothing better than a wet clean, getting right into all the cabinetry and storage spaces, sorting your life and your business out.

On that, why not tackle some of the personal tasks, admin tasks, and all the other things you have to get done eventually, that have been begging for some attention. Again, delegate everything you possibly can to your team, why are you doing all the mundane stuff while they’re doing nothing? You’re doing it wrong!

Anything that they can do – delegate. Anything that only you can do – either get it done, or book it in the book like an appointment. Anything that is irrelevant and unneeded –detonate. Don’t keep pointless tasks on the list as this can create overwhelm.

10. STOP BLOODY DISCOUNTING!

Stop it right now! A lot of business owners will immediately step into discounting of want to fill in a gap and there are a myriad of problems that come along with that… Firstly, we don’t want to attract the bargain hunter or discount client. These are the one off, no loyalty, D grade clients which will only ever book in for a discount, because you’re then in a vicious cycle of not ever getting them back unless you give them another discount.

Secondly, you’re immediately cutting into your profit margin by doing this, and sometimes even cutting into your bottom line, eek! We can’t have that.

Discounts are just a bad idea all around, what you want to do instead is ‘value add’ for our clients. This is giving X treatment (for free or as a package) with Y purchase, which would be a treatment that is low cost to perform that can be added within their treatment time. A little extra goes a long way, and sometimes that is enough to push a client into booking in.

An extra $20 over 20 clients seen is still $400. An extra $50 over 10 clients will create $500 extra for you.

Hell yes to that!

Good luck out there! X Coach Pheebs

I would love to connect with you at Instagram.com/PhoebeCMCoaching or phoebe@caitlynmenzel.com …my books are currently open to new coaching clients.

Unleashing the Power of Attraction: Building Your Dream Team

By Kara Lehmann

Yet, let’s pause and reflect on the profound impact our mindset can have on the outcome. If we approach recruitment with skepticism, anticipating demands, lack of experience, and potential deceit, then we inadvertently invite those very elements into our lives.

As business owners, we must embody the qualities we seek in others. By cultivating a positive mindset and radiating enthusiasm, we transform the recruitment process.

Admittedly, we may have encountered unpleasant experiences with staff in the past. However, it is important to remember that not everyone should be painted with the same brush. While frustrations may exist, a change in approach can lead us to unprecedented success.

So, how can we embark on a different path to hiring?

First and foremost, let’s examine how we present ourselves as a business and a brand. The most successful and high-performing teams effortlessly attract exceptional talent because they sell the experience of being part of something extraordinary. Through their social media presence, their brand identity, the longterm commitment of their employees, and their thriving enterprises, they make an indelible impact. They inspire their industry peers, who dream of joining their remarkable organisations.

Therefore, I pose a question: Are you effectively showcasing the larger mission and vision of your business through your marketing touchpoints?

Next, let’s reconsider the expectations we place on our employees. Do we make them feel valued, connected to a grander purpose, and empowered to make a genuine impact through their work? Are we leading with inspiration, mutual respect, and nurturing their growth?

Considering that our industry includes many women seeking flexible work arrangements to accommodate their families, it is crucial to offer genuine flexibility and supportive pathways. Failing to nurture them during this season of life may result in the loss of incredible women from our profession. One effective approach is breaking down roles into smaller ones, allowing for shared shifts and providing a robust support system.

In my own experience, I witnessed the incredible dedication of mothers who craved the flexibility to work around their children’s needs. Instead of being disheartened by unexpected challenges, such as their kids falling ill or the necessity of working only on weekends or nights, I devised a plan that ensured they felt safe and understood when discussing their needs with me.

Furthermore, let’s delve into what we truly seek in our employees. Do we possess clarity regarding the kind of individuals we desire in our businesses? What are their aspirations

and the pain points they face in their current employment? By grasping these motivations, we can create a job advertisement that resonates with the right people.

When clients approach me for assistance with crafting a job ad, I often find a lack of a unique selling point—yes, you must sell yourself!— within the job description. These ads frequently lack personal touches, focusing solely on what the business wants and needs, while failing to connect with what candidates seek in their dream job.

I envision job ads as marketing campaigns or social media posts, speaking directly to the reader. They should address their pains, ignite their inspiration, and forge an authentic connection. By truly believing that exceptional individuals still exist and are waiting to join our teams, we open ourselves up to their discovery.

Let’s shift the narrative and recognize that not everyone is out to harm us. Many individuals in our industry seek mentors to guide them and learn from, just as we did when we embarked on our careers.

What worked before may no longer suffice. It’s time to pivot, reigniting a positive mindset around staff recruitment. If we neglect this crucial shift, our industry will stagnate, and the cherished role.

In our industry, there’s a prevailing notion that finding exceptional staff is an impossible feat. It often feels disheartening to witness such negativity surrounding the process of hiring and nurturing a team.

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Building Confidence to Show Up on Social Media.

By Angela Sanchez

Social media has become an essential tool for beauty business owners to build brand awareness and connect with their target audience. In the beauty industry, this is especially important as customers want to connect with the personalities and brands they trust. However, putting yourself out there can be daunting, especially when it comes to speaking in front of the camera.

Here are five tried and tested confidencebuilding tips that beauty business owners can use to build their brand on social media and feel more comfortable speaking in front of the camera.

1. Know your audience

The first step in building confidence is understanding your audience. Knowing who you’re speaking to can help you tailor your message and build a connection with your followers. Guess what….. This is NOT your Family and friends. So many beauty business owners are not showing up on social media at all because of what the family and friends might think. You NEED to switch your mindset and know that your ideal client wants to hear from you, be educated by you and stay updated in between their appointments. The followers you are specifically speaking to because you have nailed exactly who your ideal social media avatar is, will convert into a customer the more you take them through the buyers cycle which doesn’t come from the mindset of what will my friends say if I show up on a story.

Take some time to research your target audience and get to know their interests, preferences and pain points. This knowledge will help you create content that resonates with your audience, making it easier to step in front of the camera with confidence and before you hit record or live you picture her on the other end of the phone watching.

2. Practice, practice, practice

One of the most effective ways to build confidence when speaking in front of the camera is to practice. Start by recording yourself and watching the footage. This can help you identify areas where you need improvement, such as your tone of voice or body language. With practice, you’ll become more comfortable in front of the camera and develop your skills as a presenter. Try and identify your filler word. It might be Um; I remember I went through a phase of saying “What Not”. Try and catch yourself before saying it and don’t be afraid of a pause. We

tend to get so much in our heads of getting this over and done with that we are speaking so fast and forget to even use a call to action at the end of the videos and have finished it before telling the viewers what you actually want them to do.

Know how long you want your video to go for. If it’s 5 minutes or 90 seconds stick to that time and have a HOOK to stop the viewer in Their scroll, your body of the video and then the CTA which is the call to action at the end. Stick to this framework and you are on your way to strengthening that confidence muscle!

3. Be authentic

One of the easiest ways to build confidence when speaking in front of the camera is to be authentic. Speak from the heart and share your experiences and knowledge. Don’t try to be someone you’re not, as this will come across as insincere and damage your credibility. Instead, be true to yourself and your brand, and you’ll find that your confidence grows naturally.

Comparing yourself to the way other people speak on camera, is like comparing their chapter 10 to your chapter 1. If you are just starting out this can be so daunting, but you have to start somewhere!

Having a supportive community like Beauty Boss Pro where you can connect with other likeminded industry professionals that are on the same path and having these similar obstacles can be super helpful and motivating when we are celebrating each other’s wins and having a mentor that keeps you moving forward in building confidence with your social media is such an important investment! You don’t have to go it alone so just reach out to myself over at Beauty Business Co.

4. Engage with your audience

Engaging with your audience on social media can help you build confidence as you’ll be interacting with people who share similar interests and

appreciate your content. Respond to comments on your posts, participate in discussions, and reach out to your followers. This will help you build a loyal following and give you the confidence to continue sharing your message. There is nothing better than a response from a client on your social posts after you have second guessed yourself if it’s good or not. Remember that they see your posts all the time but don’t necessarily know that you want them to comment. (Hence the call to action)

The biggest missed party of building your brand on social media is engaging with your followers, especially other business owners on your local community. They are working hard at showing up just like you so make sure you support them back and make it a priority to engage with their accounts.

Clients are becoming more savvy with Instagram so by watching their stories and commenting on their posts you are actually reminding them of you and your business! Imagine saying you are glowing in this pic and their response back is oh thanks to you and your facials - what do you think is going to happen with their friends who are that …. They will come and check you out and potentially become a customer. Or it prompts that person you commented on that they need to Book in for another facial!

5. Take care of yourself

Last but not least, taking care of yourself is essential for building confidence. Whenever you press record or go live on a video just take a couple of moments to ground yourself. Close your eyes and take some long deep breaths. After 18 years of public speaking this is something, I still do every single time.

You don’t want to get social media fatigue and have so much stress that it’s causing anxiety and you are losing sleep over it. Getting enough rest can help you feel refreshed, energized and confident when speaking in front of the camera. Especially on a day where you

might plan to batch record a few videos so you have a strategic collection on a particular topic that you can share throughout the month.

Take care of your mental health. Meditation and mindfulness techniques can help you stay calm and focused, even when you’re feeling anxious or stressed. There is a lot of overwhelm that comes from social media and it is without a doubt causing a lot of mental health problems in society and the more we can normalise not using filters, and just showing up as you are.

Remember these words for me Progress over Perfection !!!!

Building confidence as a beauty business owner is crucial to the success of your brand on social media. By knowing your audience, practicing, being authentic, engaging with your followers and taking care of yourself, you’ll be well on your way to building a loyal following and growing your beauty business with social media as a vehicle to educate and inspire and share your incredible business because there is enough room for us all and you don’t need a huge following to make just one of them convert into a customer.

You’ve got this #BeautyBoss

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3 Reasons to Strengthen Your Personal Brand in 2023.

By Sarah Garner – Digital Bloom

Think about a particular celebrity or politician. From the moment you hear their name, a characteristic, whether that be positive or negative, comes to your mind immediately, right?

Putting aside the flashy movies and marketing campaigns, these people have had to establish the WHY behind their name first and foremost. Characterised by their values, objectives, and messaging, it all begins with crafting their personal brand.

Personal branding isn’t limited to the rich and famous; literally anyone from any industry can have a personal brand and maximise it to expand their name in their field and showcase what makes them, them. Just like ‘that’ one word or feature that comes to mind when you hear the words “Oprah” or “Tony Robbins”, the exact same thing can happen when your name is mentioned.

So, what is a personal brand? Our brand strategy hero, Marty Neumeier describes what a brand is in a single sentence and we think he did a pretty good job of it…

“A brand is what people say about you when you’re not in the room”.

The exact same can be said for a ‘personal brand’. It encompasses the way you communicate and present to the world including your beliefs, values, goals, and innate purpose – aka your WHY. It represents all your unique characteristics and celebrates your expertise and strengths.

When you have a clear and purposeful personal brand, it allows you to seamlessly identify opportunities that work or don’t work with your brand. Just like the brand of your business or ones that you admire in the industry, every decision you make is guided by the values your personal brand is built upon.

Now we know what a personal brand is, let’s take a look at three reasons why strengthening your own personal brand should be on your radar in the second half of 2023.

You are an extension of your brand

Let’s face it. People connect with people. As a small business owner, you’re often much more connected to your audience and clients deeply and intimately than that of the CEO of a big corporation. Whilst your business brand and personal brand are separate strategies, they often share similarities in values.

If we think back to the idea that a personal brand introduces you before you even speak, then everything you share online is a reflection of this. Naturally, the qualities people

associate with you personally, influence their thoughts, feelings, and actions towards the brands you’re associated with, such as your own salon, spa or clinic.

From the way you show up on social media, the messages you share online to the way you visually present yourself, these all-foster characteristics of your personal brand that people will remember. As people’s interest in your personal brand grows, they naturally find themselves learning about your business and offerings with a pre-existing understanding of the qualities behind it.

Your personal brand should always be the most authentic version of yourself. There’s no point in building a brand around someone that you’re not because at the end of the day, authenticity and transparency will always shine through.

One of the things we love most about successful personal brands is that despite them being in control of the way they’re perceived to the world, it’s not always about rainbows and sunshine because let’s face it, that’s not real life!

Impactful and memorable personal brands show vulnerability and are open about the positives and negatives of their field because that’s where relatable, human connection can be made. Personal brands shouldn’t just be about being ‘someone others aspire to be’ but rather someone they can relate to and feel connected with. Be clear on your values, purpose and mission, and the way you want to present yourself to the world by using these as guiding principles when communicating.

A strong personal brand enhances trust and expertise

As the hair, beauty and wellness industries grow and expand, we’re seeing more professionals step forward as total powerhouse experts in their field, ready to share their knowledge and lessons with the wider community.

One thing that those that have done this most successfully have in common is that they’ve spent the time building and nurturing their personal brand. Whilst they may be known as a successful salon owner and operator, their personal brands allow you to establish their name as a thought-leader and total expert in their field. If you have a speciality that you want to share with the world, your personal brand is where that first impression begins.

People cannot find out that you’re a go-to in your field unless you tell them which is why your personal brand needs to drive this message and boost visibility with your audience. Like many branding initiatives, you need to give

people a reason to like and trust you and when it comes to personal branding, this begins with showing people you care about them.

Ask yourself; How can you boost your credibility? What initiatives can you be involved in to expand your reach? And, who are the people you need to be networking with to grow your audience? The most authentically visible you can be to your target audience, the stronger that long-lasting impression will become and the more opportunities to influence arise.

It helps you to identify your greater purpose Deciding to strengthen your personal brand can be a powerful step towards uncovering your greater purpose and mission. Ultimately, your personal brand is here to showcase your strengths, expertise, and the legacy you want to be remembered for so when you begin to craft it, your mind begins to race with goals, ideas, and ways you can share your purpose with your audience.

Just like developing any brand, defining your personal brand should begin with outlining the core values that it is built upon. With first impressions so integral to a personal brand, we believe this should be the non-negotiable first step to your development.

These are your driving force behind all activities you undertake within your personal brand and decipher the opportunities and initiatives you get involved in. On the flipside, it also assists you in easily identifying opportunities that are not a good fit or aligned with your personal brand.

Secondly, what is your WHY? What are your strengths, purpose and what do you want to do with them? These hard-hitting questions help you to pinpoint the direction you want to head in, where your energy is worth investing and the path you inevitably want to follow. This can be in both your personal and professional life because remember, your personal brand is a well-rounded reflection of yourself.

By doing so, you’re able to attract and network with like-minded people who are also connected by similar values or purpose. This then widens the community of people you can be exposed and aligned to and most of all, share your purpose with.

Sarah Garner is the Founder and Creative Director at Digital Bloom, an industryspecific branding boutique dedicated to making your hair, beauty or wellness brand turn heads for all the right reasons. Connect with Sarah on the ‘gram (@digital_bloom) or send some petal power to hello@digitalbloom.com.au

Fun fact: You, yes you, are already a brand. It’s up to you to discover what it is about your brand that makes you shine.

How to create a healthy relationship with social media!

By Kayla Zigic

“I hate social media! I always get off it feeling worse about myself and my business than I did before!” Sound familiar?

These thoughts happen far too often, and I must admit I feel this way occasionally too. One minute I’m happy and content scrolling my feed, cheering on my fellow beauty besties for hitting their goals and promoting their life’s best work. Then next, I’m in a downward spiral, wondering “how” they’ve done it, how they seem so confident in front of the camera, or wondering how there are living this fairy tale life while I’m slowly building my business when we started the same time, or I started every before them.

This dark cloud of comparisonitis can come up in many forms, leaving you feeling deflated and frustrated and making you question everything about yourself, your life, or your business.

So, how can we minimize this intense feeling when we open an app?

It’s all about creating healthy relationships with social media. Social media is not the problem. Yes, social media is addictive; however, just like any form of addiction, social media is to be used as a tool, but it is up to us to decide how we use it.

How can we use it for good? Good for our business and keeping our mental health front of mind? Here are some of my top tips for creating healthy relationships around social media.

Limit your time spent on the app

Did you know you can set limits on your phone to limit your time spent on social media? You can do this by creating an alert or a lock. You can select your max time spent on a social media platform per day via your phone, and once that limit has been reached, your phone will either alert you or close down the app automatically. Helping you to spend less time scrolling, comparing, or working and more time focusing on what is essential, whether that is other aspects of work, family, or quality time to yourself.

Create boundaries and systems

Social media may be 24/7, but we are not. I understand you want to give your customers and followers seamless customer service, but this isn’t worth your mental health.

Treat your social media inbox the same as your business. Have designated hours you are happy to provide support to your followers and client. You don’t need to reply to a client messaging you at 11pm on a Friday night, asking for an

appointment tomorrow.

You can also set automation on your social media platforms that can be keyword focused. You can set up multiple automatic reply messages based on what keywords you are sent.

For example, if a client sends you a message and there are words included in the message such as “book or make an appointment” these can be created as keywords. That means, when a message is sent to you containing the selected keywords, an automatic reply informing them that you are currently unavailable can be put in place. All appointments or bookings can be made or rescheduled via your online booking system.”

You can also create automated FAQ questions inside your Instagram accounts which can help streamline your inquiries process and save you time.

Alternatively, you can also set up an automated message that notifies the sender that you are outside business hours or currently with clients, and you will reply asap. Alternatively, if it is urgent, please call the salon directly.

These steps help streamline your social media inquiries and help your followers understand that you will return to them at a time that is convincing to you and your salon.

Stop Comparing

Stop following accounts that do not serve you or make you feel, for the lack of a better word “s*@t”

Remember, not all is what it seems in social media. Insert filters, bring followers, bring engagement, and smart marketing techniques such as FOMO (fear of missing out), designed to create a sense of urgency in the client that, unfortunately for you, makes their business look better than what they seem.

Remember, if it usually looks too good to be true, it more than likely is. Determining genuine accounts from accounts that have brought

followers can become quite easy. Not to say that many accounts have built a successful and organic following, but if an account of 20’000 followers is only getting a few hundred views on their video content or minimal likes on a post, chances are they have either brought followers or have a very disengaged account. It may look all rainbows and sunshine from the outside, but generally speaking, they aren’t doing as well as you may think. So, stop comparing. This is why it is important to unfollow accounts that aren’t serving you. Alternatively, if you don’t want to “unfollow,” you can simply select “mute” accounts on both stories and posts, meaning you will not see them on your feed or stories unless you are actively searching. The best part? They don’t know you’re not consuming their content, and you can get on social media knowing you will not go down the comparison rabbit hole.

Follow the right accounts

It seems pretty simple, right? Take away the accounts that are not serving you personally and professionally and replace them with accounts that will add value to your life and your salon. You want to follow accounts that will motivate, educate, and inspire you. There are so many uplifting and genuine accounts whose purpose is to inspire and motivate you. Maybe even ask your community who they follow to brighten their lives.

Creating a healthy relationship with social media is essential in today’s digital world. By understanding the impact of social media, building a foundation for a healthy relationship, implementing strategies, and nurturing your mental well-being, you can transform your social media experience from comparison and negativity to empowerment and inspiration. Remember, social media is a tool that can be used for both personal and professional growth. By taking control of your social media usage and focusing on what truly matters, you can harness its benefits while preserving your mental wellbeing.

The Social Media Hub Socials for Salons www.socialsforsalons.com.au