Beauty
The Australian
Therapist
the voice of the industry Volume 1
www.aabth.com.au
autumn 2013
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Welcome to the Autumn 2013 Issue
W
elcome to the Autumn edition of The Australian Beauty Therapist magazine. We now look forward to the cooler months and I hope those of you who were affected by the terrible weather throughout Summer have survived. Running a salon during the Autumn/ Winter months can be quite challenging and we hope that the articles on page’s 18, 19 and 46 will give you some helpful information. We would like to welcome the Ella Bache College of Skin and Beauty Therapy as a new AABTh approved school. I look forward to working with the team in North Sydney.
This year Salon Melbourne will be 14 &15 April 2013 which is Sunday & Monday and registration is now open, check out the website for further information www. salonmelbourne.com.au The dates for the Sydney International Beauty Expo have now been set for 25 & 26 August 2013 which is Sunday and Monday this year and registration opens in June 2013 www.internationalbeautyexpo. com.au
Publishers: Advanced Association of Beauty Therapists CIDESCO SECTION AUSTRALIA PO Box 5463 West Chatswood NSW 1515 Tel: 02 9439 5054 Fax: 02 9437 4761
Editorial Enquiries: The Australian Beauty Therapist Magazine PO BOX 5463 West Chatswood NSW 1515 Tel: 02 9439 5054 Fax: 02 9437 4761 info@aabth.com.au
Front Cover: JESSICA COSMETICS Masters Beauty International Mob: 0407 974 380 www.jessicacosmetics.com.au
Advertising Enquiries: Sue Hannell Tel: 0412 742 094 or 02 9439 5054 Email: sue.hannell@aabth.com.au
See you all next issue, Coleen.
Printing: PLT Print Solutions Tel: 02 9975 2817 Design: Out of White Design Pty Ltd Tel: 02 9924 3319 Email: info@oow.com.au For membership, subscriptions and contact listings: Contact Coleen Shaw at the AABTh head office on Tel: 02 9439 5054 Email: info@aabth.com.au
© The Advanced Association of Beauty Therapists. CIDESCO SECTION AUSTRALIA. All rights reserved. No part of this publication may be reproduced whatsoever without written permission from the publisher. Advertising is accepted for publication on the strict understanding that material does not contravene any law or regulation and complete responsibility remains with the advertiser. Advertisers completely indemnify the publisher, its directors, employees and agents against any claims, cost penalties, suits, expenses, judgements, damages and any other liability, whether caused by or arising whatsoever. The publisher accepts no responsibility for late delivery of publication for whatever reason. In the case of a dispute the publisher’s decision is final and binding to all parties. The views expressed in this publication do not necessarily represent the opinion of the AABTh. The appearance of any advertisement in this publication does not constitute the AABTh endorsement of any product, service or the like, nor does anything contained in this publication represent an endorsement of any person or company which employs any methods or skills described in this publication.
The Australian Beauty Therapist Magazine
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Contents Regulars
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p04 Welcome p06 Industry News Share your social events, educational achievements and business developments p44 Business Matters • Dealing with employees who take illegitimate “sickies” By Fair Work Australia • A back up plan can be the key to keeping your business afloat By Marsh Insurance • Spa owners turn to group buying to kick-start business By The Ideas Suite • Shortcuts to smarter business By Jo Burgess
Features p08 Electrolysis By Noreen Colonelli p12 B Good to Your Skin By Fiona Tuck p15 7 Marketing Strategies By Trish Rock
p49 Essentials New products and ideas for the beauty industry
p18 Want a Successful Salon in 2013? By Liz See
p51 Directory
p20 Professional Profile Masters Beauty International
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p23 Retailing in the Salon By Louise Mucha p26 Confused About Laser training? By Ilse Taumberger p28 Roll Out the Red Carpet By Grazina Fechner p32 AABTh Welcomes Ella Bache p34 Making Money from Equipment By Mandy Gray p37 The Environ Concept of Cool Skin Peeling By Dr Des Fernandes p42 Competition Time By Maureen Worrall
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Industry News Our members and those in the beauty industry share their social events, educational achievements and business developments. Fiji Spa and Beauty Therapy Pioneer Launches New Product Line with a Difference Debra Sadranu, Managing Director of Senikai Spas & South Pacific Academy of Beauty Therapy, continues to develop the beauty & Spa Industry in Fiji with her latest initiative, the rebranding of her product company, Essence of Fiji. “After 10 years of proudly producing Fiji made beauty products and providing specialized spa therapies, we felt it was time to evolve our range to further encapsulate what Fiji is and also to present it in a way that captures the natural beauty of the country. When we met Api and learned his story and saw his beautiful artwork everything naturally came together and we created Essence of Fiji” said Debra. The products were initially formulated for the sole use of Senikai Spas and the Beauty Therapy Academy but now have evolved to
Service Skills Australia has recently taken the opportunity to restructure with the aim of increasing our ability to engage and focus on our industry sectors. With this in mind, three industry specific Industry Managers have been appointed. The Industry Manager for the wholesale, retail, hairdressing, beauty, community pharmacy, floristry and funeral services industries is Karen Banks. Karen has worked for Service Skills Australia for six years and some may know her as the project manager of the review of the national Beauty Training Package in recent years. Karen will be the key liaison
between the beauty industry and Service Skills Australia. With primary responsibility for the Skills and Workforce Development activities in the beauty industry, Karen will be seeking to establish and further relationships with industry representatives. By engaging with the people who have the everyday working knowledge of the skilling and workforce issues impacting our industry, Karen and her team will work with and for the beauty industry in an effort to address them. Karen can be contacted at Service Skills Australia t: 02 8243 1200 e: kbanks@serviceskills.com.au
incorporate a hotel amenities range and expand into the export markets, with agents in New Zealand, Australia and Europe. ESSENCE OF FIJI PACKAGING With the assistance of ClaireDiane of Tokani Art Agency, Debra appointed a talented and special local artist, Apimeleki (Api) Vakarau, who has exclusively created a selection of art to reflect the company’s individual product ranges. An unfortunate rugby incident left Api as a quadriplegic spending many years just lying on the floor. He now lies on the floor and sketches in ink on cardboard and produces beautiful/cultural masterpieces. Royalties of Essence of Fiji sales will go to Api for his wellbeing whilst at the same time promote this special artist from Fiji to the world.
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Contact us Send your photos and information to Industry News email info@aabth.com.au
Rita and Clive Smith launched the Luzern Laboratories pure cosemeceuticals range at the Sheraton on the Park
Pictured (above left): Jodie Whiley from Luzern with Wind Junternen from Skin Therapeia. (above right): Kim Jenek-Clayton from Luzern, Arianne Dobler fom Milton Park and Antoinette Anzini from Luzern.
Ella Bache becomes latest AABTh approved school Pippa Hallas is the CEO of Ella Baché, a third generation family business and leading skincare company in Australia, distributing to branded franchise salons, stockists
and David Jones stores. The company researches and manufactures locally and has a certified education facility. Pippa is responsible for the strategic direction and daily operations.
The event was attended by owners and their teams from prestige spas and salons throughout NSW. Follow up launches were staged in Brisbane, Melbourne and Perth. The guest of honour was Kari Comstock Feder, Education and Training Manager for Luzern Laboratories. Karie travelled to Australia from Los Angeles to present the range. Luzern Laboratories products were launched in 1999, in Soho New York. The range has been created by Americans, Jennifer and Ralph Herbert. This sister and brother team grew up in a household where their Dad combined his career as a Professor of Environmental Studies with a passions for organic gardening and naturopathy. It’s no surprise that this dynamic duo found a niche in the skincare market for a cosmeceutical range that combines – to quote: “Organic with Luxury to give RESULTS!” They called the range Luzern Laboratories simply because most of the ingredients are sourced from the Swiss Alps. In fact the brand uses Gold Standard Bio-Swiss
Certified organic botanicals and Alpine Water and each pharmaceutical grade product is formulated without the use of formaldehyde-releasing preservatives, parabens, synthetic colours, synthetic fragrances and chemicals. Luzern offers three synergistic product categories for all skin types; • Daily Purifiers (cleansing creams, gels and toners • Rejuvenating anti-ageing care and hydration (pure oxygen crèmes for face, eye and mask) • Serums (intensive treatments used to target specific conditions such as acne, wrinkles and rosacea) Luzern devotees include Eva Longoria, Emma Watson, supermodel Karoline Kurkova and Melania Trump. It is currently stocked in the Peninsula Beverly Hills, St Regis and the Four Seasons spas in New York, Canyon Ranch Spas and other luxury spas and salon. Many of the guests ordered on the night and have introduced this new line into their salons and spas at the beginning of 2013.
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Over 130 years of medical and scientific proven It has weathered many storms throughout the
L
ike me, most Beauty therapists come into this industry because they want to help people, love what they do, make a difference in people’s lives and receive great personal satisfaction. This is our life and we would not change it! I am passionate about electrolysis and the changes I make in people’s lives on a daily basis. This article is about sharing my passion and thoughts with you. For those who have not studied Electrolysis, let me brief you on the basics. There are 3 different types of Electrolysis. 1. Galvanic Multi Probe: using Direct Current – can deliver 100% guaranteed end result usually within a year. 2. Thermolysis: using Radio Waves (commonly called single Probe Electrolysis) – can deliver progressive epilation usually over several/many years before results are fully achieved. 3. A method called the Blend: is a combination of the 2 above – results compare to Thermolysis.
Galvanic electrolysis has been around since 1875. Multi Probe (using more than 1 probe) since 1916. From 1924 Thermolysis – due to its speed, took over the market for many years. Regrowth was high, and yet, it could not achieve the success of Multi Probe Electrolysis. Eventually operators began to realise that speed was not the answer (sound familiar??) This gave birth to the Blend. An engineer and an Electrologist got together in 1949 and thought it would be a great idea to combine the 2 modalities. Have the results of Multi Probe with the speed of Thermolysis. Sounds impressive! So I went in search of the clinical trials to see what basis their claims were made on – Guess what? No Clinical trials were ever done. The marketing was brilliant and the concept seemed rational. In my professional opinion, based only on my experience, I believe that the results are no better than Thermolysis but I am open to be challenged on this. Over 20 years ago, I reached a stage of complete frustration with the results of Thermolysis. Where was the finish line? Was there something I did not know? Where was
the ‘Permanent’ in this? Many people have been having treatment for 20 years or more - Why? Eventually it got the better of me and I decided I would travel the world, look for an answer, if there were none I would quit the industry. I started my journey in Memphis Tennessee, attending a Teachers of Electrology course I found advertised in a journal. I asked many questions about my issues with regrowth and the answers were always the same. “You need Multi Probe for that.” I had never heard of Multi Probe. Now I had something to explore. My curiosity for Multi Probe was overwhelming until I just had to go back and find out more. It seemed to hold all the answers I was seeking. After several trips, I returned with a machine under my arm! To understand the success of Multi Probe Electrolysis, firstly we need to know what our target is in the follicle. The target is no longer the root of the hair or the Bulb region. It is the stem cells in the Bulge Region. If stem cells are not destroyed in the treatment, they can repair any damage to the follicle and in turn, allow another hair to be produced – get the picture?
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safe and effective results. years and is still around to tell a story. So. . . When we use multi Probe, we insert 16 Probes into 16 different hair follicles, leave for say 4 minutes, during this time the body fluid (salt and water) inside the follicle, reacts with the current to create a caustic solution. The reaction of caustic on skin tissue inside the follicle is to damage it to such a degree that the stem cells are inactive. We work on 90-95% success rate each treatment. There is no other process that can match these results. The treatment is not dependant on the stage of hair cycle. In over 20 years, that I have offered 100% guarantee on results, to date, have never been challenged by any client that has done the treatment recommended. When we use Thermolysis, single Probe, we are working with heat. We insert the probe into the follicle apply a small amount of heat which coagulates the moisture in the follicle. Only when the hair is in anagen (growing stage) we can successfully treat it. For this reason it is called progressive epilation. Yes it is very effective; however, I estimate about 80-90% regrowth rate per treatment. My clinic
offers no quoting of hours or guarantee with this method. Blend is a combination of the 2 different currents. Until Clinical trials are completed we have no proof that this modality is better than Thermolysis. Yes, it has to be as good as Thermolysis, however, my experience of over 20 years with galvanic, has shown me that Galvanic, for best results, requires time in the follicle for its success so let’s leave this open for investigation and one day someone with a passion for Blend will set up clinical trials and put the proof on the table. We need to discover how we can bring Electrolysis and Laser together to offer our clients the best of both (Laser today, is running on a similar path to that of Thermolysis V Multi Probe in the 1930’s). Laser offers faster, shorter treatments yet slower results, (ongoing maintenance) Multi Probe Electrolysis offers slower, longer treatments yet much faster results. Laser is cheaper upfront, yet more expensive over the long term with ongoing maintenance, Multi Probe Electrolysis is more expensive
upfront, yet cheaper over the long term with no ongoing maintenance. Laser offers Permanent reduction generally with ongoing maintenance, Multi Probe Electrolysis offers 100% guaranteed permanent results with no maintenance. Where I see Multi Probe Electrolysis as a compliment to laser, is on body regions. I have seen some great results, and for the few strays that are left - complete with Multi Probe. The facial area needs to be left to Multi Probe Electrolysis only. The chance of stimulation to this area appear dangerously high from what I have observed through my clinics. Multi Probe Electrolysis will give you the opportunity to guarantee your work and build trust with your client. For those therapists that are curious about Multi Probe Electrolysis I am available to answer your questions. Email noreen@permanence.com.au Permanence City 02 9221 8594. Noreen Colonelli.
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The Australian Beauty Therapist Magazine
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B good to your skin With so much publicity in the media on the importance of antioxidants such as vitamins ACE for skin health, the humble vitamin B tends to get overlooked.
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itamin B is not only essential for general health and well being, it is essential for a healthy skin. The B-group vitamins are a collection of eight vitamins essential for various metabolic processes within the human body. Most of the B vitamins cannot be stored by the body and have to be consumed regularly in the diet. Food processing, extended cooking times, stress and alcohol can destroy or reduce the availability of many of these vitamins, the skin being one of the first organs to show signs of deficiency. Redness, scaliness, irritation, dermatitis and pigmentation can all be signs of a skin in need of vitamin B. From the B vitamin family, one particular vitamin, vitamin B3, is being heralded as a skincare hero ingredient. Vitamin B is currently being researched for its uses in clinical dermatology with positive findings. It is proving beneficial in treating a variety of skin conditions.
Let’s look at why: Vitamin B3 – Niacin or vitamin B3 is a type of B vitamin. It is water-soluble, which means it is not stored in the body and leftover amounts of the vitamin leave the body through the urine. That means you need a continuous supply of such vitamins in your diet. Niacin helps the digestive system, skin, and nerves to function. It is also important for converting food to energy. Food Sources – Niacin (also known as vitamin B3) is found in: • Dairy products • Eggs • Enriched breads and cereals • Fish • Lean meats • Legumes • Nuts • Poultry For many years, doses of 1-3 grams of nicotinic acid per day has been a treatment option for low HDL cholesterol and high LDL cholesterol and triglyceride levels and blood pressure.
Large doses of niacin can cause: • Increased blood sugar (glucose) level) • Liver damage • Peptic ulcers • Skin rashes It is important not to self-diagnose a vitamin deficiency because some vitamins can be toxic if taken incorrectly. See your doctor or nutritionist for advice. Even normal doses can be associated with skin flushing. In the form of Nicotinic acid this side effect is reduced however niacinamide also known as nicotinamide is the form most safely used in skincare preparations. Nicotinamide does not cause these side effects of skin flushing and is therefore the form of vitamin B3 commonly used in skincare preparations. The name niacin specifically refers to nicotinic acid but it also is used to collectively describe two chemical structures – nicotinic acid and nicotinamide (niacinamide). Niacinamide/nicotinamide has been found to be extremely beneficial in treating a variety of common skin conditions such as hyper pigmentation, ageing and acne when applied topically to the skin. Nicotinamide, the amide form of vitamin B3, is used for a variety of dermatological applications with little or no toxicity even at high doses. Nicotinamide has photoprotective effects against carcinogenesis and immune suppression in mice, and is photoimmunoprotective in humans when used as a lotion or orally. UV radiation depletes keratinocytes of cellular energy and nicotinamide, which is a precursor of nicotinamide adenine dinucleotide (NAD), may act at least in part by providing energy repletion to irradiated cells. Nicotinamide is therefore being introduced into many skincare serums and sunscreens for increased skin cell nourishment and protection. NADH and NADPH are 2 important enzymes that contribute to the production of cellular energy and lipids (responsible for cell health). With a sufficient supply of both enzymes, the skin creates an effective barrier to external factors that influence the ageing process. However, the levels of both NADH and NADPH
decline as we grow older, resulting in an impaired barrier function of the skin. This can lead to increased sensitivity, T.E.M.L, and premature ageing. When applied topically, vitamin B3 assists with the reduction of their rate of decline and therefore assists with strengthening the natural barrier function of the skin. Because topical application of vitamin B3 can help preserve levels of NADH and NADPH, it contributes to the support of the skin’s barrier against pollutants and other irritants. As a result, many skin conditions, such as acne, redness associated with rosacea, and other inflammatory signs can be actively managed. Also, vitamin B3 has shown to be useful for encouraging the production of natural emollients that can help the skin remain hydrated. Vitamin B3 may assist with treating and improving the following skin conditions: • Rosacea • Acne • Eczema, dermatitis • Sun damaged • Ageing • Dry skin • Hyper pigmentation Clinical studies have shown these skin conditions may be treated at a therapeutic threshold of between 0.5-4% nicatinamide with most companies opting for an inclusion of around 2%. This is a due to a combination of factors including price, irritation potential and the metabolism of the skin. Whilst nicatinamide is not a potential skin irritant, if it is not formulated in a stable formula, delivery system and optimal pH, it can breakdown and convert to nicotinic acid which has the potential to create skin flushing and more irritation. Having a good delivery system is the key to a great result. Loading actives or high percentages into a dud base is likely to have no effect other than being potentially irritating therefore choosing quality formulations with advanced delivery systems in essential to ensure product and ingredient efficacy. By Fiona Tuck, Managing Director, Skinstitut. www.skinstitut.com
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Your salon business, no matter what size or how many people you have employed, needs specific marketing strategies put into place to continue to bring new customers through the doors.
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any salons I see and deal with do have some strategies in place. There are also salons that choose to only have 1 or two marketing avenues. Now while this may work and be effective for some, it is my belief that if you want your salon to grow, you MUST have more than one aspect of the marketing pie in place. New clients need to be ‘touched’ by your advertising and presence at least 7 times so if you only have one strategy in place this will take longer. With a full marketing pie working for your salon’s exposure, new clients will begin to stream in faster. Here are 7 strategies that, when put in place, will drive more customers through your doors thereby giving you a busier salon, more profits and the lifestyle you desire. 1. Self Promotion Self promotion is a big factor in gaining new business and referrals easily. You MUST be representative of what you do and you MUST portray excellence. Everywhere you go, this includes your staff too, you will be seen as the ‘postcard’ of your business. New clients can easily be found just by your willingness to hand out business cards, talk to people, listen and be friendly. Relationships are the key to longevity in any business and this is the beginning. YOU are your best advertisement. 2. Experience/Customer Service The experience that your customers receive as soon as they make the first contact will set the stage for the entire relationship. Whether it is by phone, a walk in or a referral, the feeling the person gets will determine if they are a fly by or a potential long term client. It must be across the board in your salon and I would suggest it be written in your procedure manual to be followed by all staff. Not all salons give great customer service or a great experience- make YOUR salon stand
out by this attention to detail 3. Website You website is important and every salon should have one. If you are a smaller, one person salon, there would be no need to spend too much time, money or energy on it however it does still need to serve a purpose. Make it clear, make it easy to understand and navigate, keep it simple and stylish. Talk to a webmaster or expert about having your keywords placed well so that the traffic you gain from the site is maximised. I see many salon websites that are FAR too busy, bright, musical (PLEASE if you are going to have music at least have a stop button!), confusing and just plain challenging to navigate! People who land on your website will immediately jump out of it if they cannot easily look at it, get around it and find out the information they need from it. 4. Word of Mouth Referrals and word of mouth are must have strategies in any business. Some salons operate entirely from this one alone! Have an effective referral program in place in your salon, offer excellent customer service, have top notch standards and procedures, use exclusive products, offer services and products that are not available anywhere else in your area and really stand out with your own uniqueness. THIS will get people talking about your salon and sending new customers your way. Have the courage to take the next step to be seen by everyone in your area, and beyond. 5. Social Media Social Media is such a big part of life now that this strategy cannot be overlooked. Salons can find this tactic very successful in promoting referrals, getting word out about new offers and most importantly, enabling new customers to really get the feel of the salon. People want to know the feeling and the
experience they could expect at a salon before they make the decision to book in. Social Media is a great way to portray this and is the ‘online’ version of self promotion and word of mouth. 6. SMS Many salons will have an SMS service available to them through their salon management system. I would encourage you to use it as a regular procedure in your business for reminders, referrals and special offers. 7. Mobile Apps To reach your customers effectively and to stay top of mind, you must be where they areon their mobile devices. The world has gone mobile and to stay ahead in business you really need to be embracing this technology. A Mobile App will bring your marketing strategies together in one place but not only that, your salon will have prime real estate on the phones of your customers. You can send special offers directly and instantly, you can make sales online, you can take bookings through the app and much more. You will also be able to leverage the investment you have made in your website and social Media presence as a Mobile App will send more traffic there, which will lead to more referrals and new clients/sales. It’s an interactive relationship with your customers that will enhance their experience in your salon and if you would like a free consultation to discuss the benefits please contact me at info@strategicbusinessapps.com I would encourage you to put in place all 7 strategies for the most effective results. Each one will work on its own but when put together, you will have a steady stream of new clients bursting to book in with you! By Trish Rock, Salon Consultant, App Developer, Author. www.nailsalonsuccesscoach.com
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As if that wasn’t enough, for those wanting a little more bang for a few more bucks, tickets can be purchased to four brand new business seminars, two beauty seminars, a beauty workshop and an anti-ageing seminar. You’ll be able to learn the importance of
Or for those looking to progress their careers, an interactive make-up artist superpanel discussion titled Breaking Through the Glass Ceiling, will teach you what it takes to find your niche, break out from your norm and change your career path to suit you ($125 p/p). This interactive panel discussion features TV & film makeup artist, Rhiane Schroder; celebrity makeup artist, Merton Muaremi; founder of Makeup And Glow, Rachael Parnell; and editorial makeup and body artist, Becca Gilmartin. They will each be sharing their own stories for real, relevant and practical advice on getting ahead in the world of beauty. A panel of local experts from all industries will also share stories from their successes in Local Heroes. This interview-style seminar includes Australian Hairdresser of the year, Joey Scandizzo, of Joey Scandizzo salon; Victoria Fox of Miss Fox Salon & Spa; Dr. Jean Laing from La Gaia Skincare; Tony Lattouf and Arthur Mitroulas from Hairhouse Warehouse; and makeup artist and photographer couple, Kylie and Andrew O’Toole. This unique opportunity gives you access to the key insights from their journeys – including the turning point in the career, what they would and wouldn’t repeat and how you can use experiences to shape your business ($45 p/p incl. refreshments). Update your beauty skills with celebrity eyebrow expert, Jazz Pampling’s Brow Shaping Look’n’Learn ($125 p/p) and Brow Sculpting Masterclass ($240 p/p). Here, the Aussie brow artist to a long list of A-list celebrities will be sharing the finer points of brow shaping from when to take hair, leave hair and even decide on a colour. You’ll also get the opportunity to learn from the biggest name in Australian make-up, Rae Morris, in her Beauty Masterclass: Back to Basics ($240 p/p). in this 3-hour masterclass, you’ll be taken right back to the basics to take you step-by-step through the processes
pril 14 & 15 will see over 200 brands showcasing more than 1,000 products at the Melbourne Convention and Exhibition Centre, meaning there’s something for absolutely everyone – and what’s more, it’s free to register. Beauty professionals can get their fill of the top-notch brands including; Bodyography, Gorgeous Cosmetics, Napoleon, Biosculpture and St Tropez; and in the world of nails; Minx, OPI and Orly; plus many more. The event is your one stop shop for sourcing and learning about the new tools of your trade. But it’s not all about brands. Salon Melbourne is also about education and the event features 20 free shows on the expo’s main stage. Get ready to learn the latest tips, techniques and trends in a series of live demonstrations, awe-inspiring shows and catwalk parades from some of the leading artists in the industry, including: • Rhiane Schroder and the team from The Voice and X Factor – with tips from backstage hair and makeup teams to show you exactly what goes in to making a superstar look like a superstar; • Caterina DiBiase – getting you up to date on the latest racing looks, including hair, makeup and contemporary millinery; • Rae Morris – recreating her latest trend setting makeup looks, fresh from the runways of fashion week; • Jazz Pampling – sharing the celeb-worthy secrets to the unique talent of perfect brow sculpting; • An independent expert showing you the truth about ageing, including what can and can’t be done at every age; • PLUS up-and-coming talent sharing their creative vision on the new Launchpad Stage; • AND five creative catwalk parades featuring hair by L’Oréal Professionnel, makeup by Bodyography and nails by OPI.
involved in even the most sophisticated and creative makeup looks. A brand new, near-free seminar has also just been announced, teaching you the truth about anti-ageing devices (price TBC). This seminar will feature independent experts from the pharmaceutical industry, a leading medispa entrepreneur and a medical professional, taking you through the best anti-ageing devices for your salon – from machines to injectables. Check the Salon Melbourne website for an update. And for those who like to party, 2013 boasts a new evening event, brought to you by L’Oréal Professionnel and featuring an exclusive show by one of Australia’s greatest talents, Caterina DiBiase. Set to raise the roof on Sunday night, the Salon Melbourne Show Party is your chance to let your hair down and celebrate being part of the country’s most colourful industry ($40 p/p, including two drink vouchers) – so get ready to celebrate! 2013’s Salon Melbourne features an amazing line up of Aussie talent – making it an event for the locals, by the locals. The country’s style capital is the place to come for the latest and greatest in hair and beauty, so get registered today! Salon Melbourne 2013 features: • 1,000+ products • 200+ brands • 100+ models • 20 educators • 20 shows • 12 education sessions • NEW stage AND party! SALON MELBOURNE, April 14 & 15, Melbourne Convention and Exhibition Centre. www.salonmelbourne.com.au www.facebook.com/salonmelbourne www.twitter.com/salonmelbourne For all media enquiries please contact: Maxted Thomas PR – (02) 9358 5689 Matt Horsburgh, matt@maxtedthomas.com.au Amreeta Bhatti, amreeta@maxtedthomas.com.au
VICTORIA’S ULTIMATE HAIR & BEAUTY EVENT
New products, unique creative & business education, inspiration & entertainment. The best of the professional hair & beauty industry, brought to Victoria.
Hair by Ben Martin for Salon XVI, Makeup by Shella Martin for Salon XVI, Photography by Ben Simpson, Styling by Kate Carnegie
L’OREAL PROFESSIONNEL, NAPOLEON, SCHWARZKOPF PROFESSIONAL, BODYOGRAPHY, GOLDWELL, GORGEOUS COSMETICS, TONI&GUY, RAE MORRIS, PIVOT POINT, OPI, JOEY SCANDIZZO, CATERINA DIBIASE, CROWN BRUSH, TRACEY HUGHES, CARON LABORATORIES, COMFORTEL, LYCON, MANCINE COSMESTICS, ELEVEN AUSTRALIA, EXCELLENT EDGES and many more
2013 salonmelbourne.com.au
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The Australian Beauty Therapist Magazine
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Want a successful salon in 2013? Systems are the answer! Running a salon is so much more than obtaining a business name and opening the doors to clients. With beauty salons in plentiful supply, clients have a smorgasbord of choices to consider, so how can you make 2013 successful for your salon?
S
ystems ... Having systems in place for everything you do in your salon is the number one thing you can do right now, to put your salon on the path to success. Systems will ensure consistency for your clients, staff as well as suppliers and reps that are part of your overall business operations. Systems will help you develop a business that clients will love. Why? How many times have you had a really awesome meal at a restaurant and you go back a few weeks later, remembering the taste of that meal and excited to have it again and were massively let down? That meal didn’t taste anything like the last time. Chances are the restaurant doesn’t have a systematic approach to ensure that every meal no matter who cooks it, goes out to the customer the same each and every time. Think McDonalds cheeseburgers….the cheeseburger would look and probably taste different if the cheese was applied to the bun on the bottom instead of on the meat patty. Having a systematic approach to your business is the key to getting your salon on the path to creating uniformed client experiences. My beauty franchise business, Get Threaded was built from the ground up with systems. We have a system for every single part of the business, from how to answer emails and the phone, how to liaise with clients, to how we deliver our services. Six months into her franchise with Get Threaded, we asked Top Ryde City franchisee Evangelia Kayrouz, what she would change or not change if she could have her time again? Evangelia stated, ‘I love the organisation involved in the business, everything has a step by step plan. If I had my time over I would not stress as much and pay more attention to the plans that are already set out for the business and follow them. e.g not stress that my employees wouldn’t be able to do salon duties as there is no reason why they can’t. There is documents that they can read when I am not
there in order to follow if they are ever unsure.’ Kate Watt runs a successful organic skin care company and stated when asked about systems in her business Bubbles Organic, ‘Born a Virgo, being organised and having systems in place is part of my make up, however as a business that has grown quite quickly from a one person show to having staff working alongside me, I have realised very quickly how truly important systems are. We manufacture a range of organic skincare products – producing a fabulous batch of lotion or cream is 100% dependent upon the systems we have in place from our Quality Control checklists for every step of the process, right through to our opening and closing procedures – there is a system from the second we start work until we lock that door inclusive! We all make mistakes – that is the human condition – all we can hope to do is reduce how often these errors occur. Its about training staff to all use the same set of systems regardless who is completing the task that day – giving staff ownership of a role by making them responsible for their step regardless how small it might be, makes them accountable. As far as our customers are concerned the prime example of how systems help them is by ensuring that our products are made, stored and delivered correctly every single time. – a natural product without preservative will be rancid within a few weeks so having a compulsory checklist for each batch of product made minimises the chances of this happening. Systems ensure that your business runs as smoothly and professionally as it possibly can – with our without you being there.’ 3 steps to developing your systems for your business Step 1: Start Today. There is no blueprint that you can buy or use to develop systems for your business unless your business is a franchise. If you own a franchise, there
should be systems in place as that is what you purchase alongside the brand. Go searching for these now and start learning every aspect of them so you can maximise your business’s potential. If your business isn’t a franchise then developing your own systems is beneficial so that your business stays unique. Would you want your business delivering the same experiences as the salon down the road from you? What is your business’s key points of difference? Write these down as well as a list of services that you provide. Step 2: Next write a list of everything you do in your business. Include answering the phone, emails, greeting clients and ordering stock to name just a few. Step 3: Combine your list of services and your list of everything you do in the business. Each listed item now needs to be broken down into how you actually do it. Write a step by step list of instructions for each item on your list. The instructions need to be detailed so any person outside of your business, with the skill set, could pick that document up and perform those duties. What you will end up with is a very comprehensive manual that will enable you to deliver consistent experiences for all that come in contact with your business. It also gave you the opportunity to pinpoint your differences and fine-tune them. You may decide while doing this that you need to introduce a new service, you may decide a service doesn’t suit any longer. You will notice training gaps that may need to be implemented or products you need to find out more information about. Systems work and are essential for your success. By Liz See, owner of beauty franchise business, Get Threaded – specialising in the ancient art of threading and other ‘as natural as possible ‘beauty services. Opportunities now available worldwide. www.getthreadednow.com
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Professional Profile
Masters
Beauty
International
The Australian Beauty Therapist Magazine
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We firmly believe that expert education and knowledge, coupled with the exceptional products that have been developed and mastered by Jessica Cosmetics will result in salons building their businesses to new heights.
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asters Beauty International began life in 2010 when the company was formed to import and distribute JESSICA Cosmetics International range of natural nail care products in Australia. JESSICA Cosmetics was originally founded by Jessica Vartoughian (known as “the First Lady of Nails”), after she opened the world’s first ever ‘nails only’ clinic on Sunset Boulevard. From these humble beginnings in Hollywood California, Jessica went on to establish a global nail care brand that is now famous the world over and is finally making a long overdue impact in Australia! Today, Jessica is Founder & CEO of JESSICA Cosmetics whilst her unique System and product range is successfully offered in over 30 countries. In all ways, Jessica is at the forefront of a product and marketing revolution. The multi-million dollar nail care industry that exists today has its roots in Jessica’s first nailsonly salon, which opened in 1969. At Masters Beauty, our objective is to bring together the vast knowledge and experience of Jessica Vartoughian in natural nail care, with the salon owners, managers and nail technicians that are the face of the nail care industry in this country. We firmly believe that expert education and knowledge, coupled with the exceptional products that have been developed and mastered by Jessica Cosmetics will result in salons building their businesses to new heights. Jessica is able to offer an unbeatable range of nail care and pedicure products that will simply amaze and delight those clients that
are lucky enough to experience a treatment at a Jessica salon. The original Jessica System has a unique approach, in that the natural nail is treated after analysing the nail type. This ensures clients can have healthy, long and beautiful nails the naturally chic and easy way! If your clients are more attracted to pedicures, Jessica has a fantastic range called ZenSpa which offers the exhilaration of aromatherapy baths, masques, scrubs and lotions that is sure to impress them. GELeration Soak-Off Gel Polish is a benchmark product from Jessica that is unmatched for performance, long life and durability. With over 100 colours to choose from there are no limits with GELeration. And if colour choice is your thing, don’t miss the 200 custom colours to grab your attention! Our brand new and most exciting product is Flash Fusion 2.5.2 – not a Gel and not a polish, this amazing new product fuses the best of both worlds into a simple to apply polish that has the rest of the world buzzing. Flash Fusion 2.5.2 applies in 2 easy steps, dries in 5 WITHOUT A LED OR UV LAMP and removes in 2 minutes – no fuss! Absolutely fantastic for pedicures it will have your clients in their shoes and out the door in no time! With all these great products to look after, Masters Beauty needs some great people in the business. Rose Bolam is the Master Educator and the driver of the business. Rose’ wealth of experience includes over 20 years in the nail and beauty industry, a Diploma in Nail Technology from Star Nails International, ITEC
accredited and she is an expert in natural nail care and Jessica products. She has completed the Jessica Master Class training in Los Angeles and has spent time with Jessica Vartoughian perfecting her skills in natural nail care. Partner in the business, Geoff Yeatman has spent 30 years in business operations and management, servicing customers in commercial and industrial environments. Geoff understands the needs of customers with little time on their hands and has a passion for improving the performance of Masters Beauty and helping clients achieve their full potential. Masters Beauty also provides follow up education, back-up product knowledge, onsite training, phone support and the Jessica Diploma in Natural Nail Care. If you need or want to know more about nail care we are here to help. We also take an active role in the promotion of natural nail care and this year, are sponsoring the Australian Beauty Industry Awards – Nail Professional of the Year. Masters Beauty is a focused, sincere and dedicated company that not only provides expert advice and outstanding products, but will genuinely work with you to build strong lasting relationships and help to unlock the growth potential of your business. For more information about JESSICA products please call 0407 974 380, visit www. jessicacosmetics.com.au or send us an email at admin@jessicacosmetics.com.au Now the secret is out – why not join JESSICA and a worldwide network of elite nail professionals!
The Australian Beauty Therapist Magazine
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Retailing in should be
the salon ALL year round
On a regular basis I hear. . . I can’t seem to retail to my clients or my staff don’t retail
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etailing just isn’t for special occasions or for promotional days it all year round and it’s important that you take the time to educate your staff on the products that you have in the salon. Some staff can feel a little uneasy at retailing or maybe feel a little hesitant to approach or talk to a client about products used or products that would benefit them, as a salon owner you will need to then address this and train them in the relevant areas. It’s important to remember that clients who come into the salon for treatments and other services could also be looking for the after care products or to be introduced to what you have available in the salon. Remember retailing is just recommending products that would benefit the client. In this age of the internet and companies having online shopping facilities some salons
are finding it difficult to retail as clients would prefer to buy online. As a salon don’t lose sight of the fact that there is still a lot of people that would prefer face to face contact to ensure they are receiving the right products and they enjoy the personal service your salon offers. One way to really approach retailing in the salon is to have a plan for at least the first 4-6 month of the year – so now is the time to have that plan in place. Sit down and look at what is coming up on the calendar within at least the first 4 months of the year, focus on what promotion you would like to offer for that occasion. One special occasion for the salon is Mothers Day in May - look at what great promotions the salon could offer for this special day. You could create an area in the salon that is dedicated to this occasion, have prepackaged
gift packs made up / beautiful gift vouchers available or why not talk to your suppliers and see what offers they have for the month of May. Mothers Day is a great occasion for people to buy gifts to pamper mum and make her feel even more special. If your retailing plan also involves a product focus for each month then it’s important that you bring together the whole of your staff go through what is expected of them and what product is in the spot light for each month. Retailing through other services in the salon should be a must every day and staff should be encourage as this is part of their job. If you look at the following treatments that are offered in the salon you can see the additional products that can be recommended to the clients, therefore turning over your retail stock and increasing sales for the salon.
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Remember retailing is just recommending products that would benefit the client
Facials: it’s all too common that we assume the client has the right products at home to use – but this is not always the case especially if the client is new to the salon. Most skin care companies have a product recommendation sheet that can be filled out during the consultation and it’s important that the therapist conducting the consultation/facial is well trained in the products that are being recommended. Once the facial has concluded the therapist should then take the time to show the client to the skin care retail area and advise her on the products that have been used throughout her treatment (which are listed on the consultation sheet). Most times the therapist will get a feel for what the client is able to afford and it could be that she only starts off with one product and gradually builds up, maybe you could offer her some samples to take home and record those items on her client card, along with any purchases. Remember to always check your clients record card prior to the commencement of a treatment to see what items have already been purchased therefore you can spend the time going through those items that are yet to be purchased. Facial Waxing: eyebrow, upper lip, chin etc all generally leave the clients red in those areas. Many therapists will leave the area exposed after the treatment; therefore the client leaves the salon with red areas on her face. Have some loose or pressed powder in
your treatment room (preferable not liquid foundation if it has an active SPF) and after all facial waxing encourage the therapist to apply small amount as this will cover up the red areas. It also allows the therapist the opportunity to introduce the client to the makeup range that you have available in the salon and talk about the benefits of using a good quality makeup. Spray Tan: as most salons are now offering spray tanning, when a client books in we take them through what needs to be done to the skin prior to the spray tan, however it’s important to remember the home / after care. Most spray tan companies have exfoliants and body cream to compliment the spray tan products so recommend these to your clients and talk about the benefits of using them - helps to promote a longer lasting tan, hydrates the skins and creates a beautiful afterglow the body. Pedicure: especially in the summer month’s salons can be busy with pedicures but not a lot of retailing is done with this service. Therapists should look at recommending a heel balm or foot cream to keep the feet and skin looking nice and soft or a top coat polish to refresh the shine in between treatments – encourage your staff to talk about these products when they are using them during the treatment. Manicure: there’s nothing nicer than having your hands looking beautiful with well shaped and painted nails. During the treatment
the therapist could recommend to the client the benefit of using a mild hand exfoliant to remove the dead skin cells and the use of a good hand cream throughout the day to help to maintain youthful looking hands. Most skin care companies now have hand creams in there range which will compliment the products you use for this service. Finally to have a successful salon that retails all year round we must: • Firstly educate our staff on the products we have • Conduct regular staff meetings and team building sessions • Plan what occasions and products we are going to focus on • Ensure staff recommend products and talk about their benefits during ALL treatments or consultations Happy Retailing... Louise Mucha is a Makeup Artist / Makeup Educator / Salon consultant with over 15 years industry experience. Formally trained in Paris at the distinguished Jean-Pierre Fleurimon Makeup Academy she is both a Regional and National Worldskills judge has a Certificate IV in Training and assessment and consults to salons in a range of different area’s to help them grow their business. M/0410 536 216 E/louisemucha@y7mail.com FB/Louise Mucha – Makeup Artist, Makeup Educator.
I should be usi a Pure Cosmec ng eutical on my Skin
...not one with chemicals A PURE COSMECEUTICAL Like food, your skin care should be safe and free of toxins. Your skin absorbs impurities quickly. Emulsifiers, preservatives, formaldehydes and synthetic fragrances cause sensitivity and irritation, creating an inflammatory response that can accelerate skin aging. Luzern expertly targets conditions associated with aging skin such as wrinkles, hyperpigmentation and loss of elasticity using “Swiss gold standard certified organic� extracts
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Confused laser T
Want to work in the laser/IPL industry but are confused about what kind of IPL or laser qualification you should complete?
he principle of Fuss Beauty College, Ilse Taumberger has been working in the laser industry for the past ten years and is well respected and recognised as a leader in IPL/Laser training and education. Ilse has trained hundreds of students in IPL and Laser therapy and insists that paramount to her training is the safety of clients and operators alike; Ilse is often asked “what type of course do I need to complete to become a qualified Laser Technician”? When you are constantly bombarded with choices Fuss Beauty College can simplify this confusion and help set you on the right track to a fulfilling new career as a fully qualified Laser Technician. At Fuss Beauty and Laser College we believe you should have the highest possible qualification within your profession; however we understand it’s not always possible due to time restraints or financial reasons to achieve this. If you want to gain education and knowledge fast, you can still get a great qualification at reasonable cost and use the RPL process to upgrade to a higher qualification in the future when you’re ready to move to the next level in your career. Always ensure you consider the regulations in your state as these vary within Australia. Most states (apart from Qld, Tas and WA) are not regulated which allows virtually anyone to use a laser or IPL machine. So what type of training should a therapist have? Again, options will depend on the qualification a therapist holds: If you have a Diploma on Beauty Therapy, you are able to progress to the Graduate Certificate in IPL and Laser Hair reduction or to our new Graduate Certificate in Cosmetic Laser and Light Therapies which combines Skin Rejuvenation and Laser Tattoo Removal; Ilse and her team of trainers have trained many Doctors and nurses and encourage the medical profession to attend these courses. Anyone holding a Certificate IV in Beauty Therapy can complete the (now) nonaccredited 5 day course in IPL/Laser Hair Reduction and Skin rejuvenation. This course was formerly accredited so still offers the same high standard as the accredited courses and will allow therapists to gain all knowledge required to perform these treatments safely and effectively and feel confident doing so. Anyone with a lesser qualification (or none)
The Australian Beauty Therapist Magazine
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about training? we recommend to first complete the pre-requisite units to gain underpinning knowledge, then complete the 5 day non accredited course. Therapists are often not aware that they can upgrade their beauty qualification to a Diploma level using the RPL (Recognition of Prior Learning) process. If they have worked in the industry performing all kinds of treatments, they can use this practical experience towards recognition. Each person is individually assessed and may require completing additional units or a practical or theory assessment, depending on their experience. Laser and IPL courses are held monthly, for course dates contact Fuss Beauty & Laser College or visit www.fuss.com.au
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ABT_Depileve_Half_Page_Ad.indd 1
12/03/13 9:24 AM
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Your customers are not interruptions to your day – they are the best part of your day and it’s in your best interest to give them an experience they won’t forget.
The Australian Beauty Therapist Magazine
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Roll out your red carpet 10 times a day In any service related business it is important that the idea of ‘Rolling out the red carpet’ becomes your mindset, your attitude, and your passion.
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t should become your commitment to every single customer, every single day, from the minute they walk in to your salon or clinic to the minute they walk out of it. By ‘rolling out the red carpet’ we mean that every time your customer arrives, for the very first time or the hundreth time you want them to feel as if they are walking into an event. Your customers should not just think of your business as a place to receive a service or buy a product but should feel like they are going to an event. An event that excites them, an event that makes them happy, an event they want to tell their friends about and an event that makes them desperate to come back to again and again. This event is your business and you should be treating them like VIP’s to your red carpet event. The idea of ‘Rolling out the red carpet’ can be applied at any level of business, Garrett Richter, president and CEO of the First National Bank likes to tell his employees, “If we roll out the red carpet for billionaires, they won’t even notice. If we roll out the red carpet for millionaires, they expect it. If we roll out the red carpet for thousandaires, they appreciate it. And if we roll out the red carpet for hundredaires, they tell everybody they know!” Considering the bread and butter of your business is the hundredaires arriving at least ten times a day, it’s important to understand and acknowledge that that’s how many times you are required to roll out the red carpet. In a Harris Interactive Study 80% of respondents stated they had made the decision to never do business with a company again because of bad customer service. It’s important as a business owner or service professional to turn this trend around even
if you feel you are the 20% who treats your customer well. You should ask yourself how you can treat them better. Are you giving them the red carpet treatment they deserve? The math’s to creating the red carpet treatment is easy! It’s commitment to caring + kindness + attention to detail + courage and this equals a happy customer, who feels like they have been treated like a VIP. It’s your duty to make them feel important, welcomed, understood, and that they are being listened to and this surprisingly does not come at a monetary cost. The truth is outstanding service is about consistency and ordinary people doing ordinary things extraordinarily well, every time all the time without compromise. Did you know first impressions are formed within the first fifteen to thirty seconds of meeting someone? People will judge you on your attire, grooming, facial expressions, gestures and even the way you stand, sit and carry yourself. You never have a second chance to make a good first impression and every first impression must blow your customers minds so that they walk the entire length of the red carpet to the end or their treatment. It’s extremely important to identify with your Customers emotions instantly. You need to already be thinking about their lifestyle, hopes, dreams, aspirations, imagination, the simplicity of what you can achieve for them, and develop a heart felt connection with them before they turn around and walk out. Remember your goal is not to show you are just like other clinics or salons it’s to show how you are different, not just a bit different but really different. It’s imperative to have a fundamental belief
that finding the right idea, solution and want for your customer is the key to moving their hearts and minds so they become loyal to your brand and repeatedly purchase your products and services. Service is not about what you want to give but what you actually do give and each customer is different so personalise your customer interaction. If your customer comes in and forgets what treatment they normally get it’s your duty to know it before they walk in. Recall their last order and anticipate their needs. Your existing customers will influence future customers and if you provide your customers with amazing experiences and they have a mesmerizing story they will tell everyone they see. It’s the story they rave about to their family, their friends, their neighbours, the one they post it on their facebook and yours while tweeting about it and before you know it your story becomes the talk of the town Send your customers hand written cards to say thank you. Make it personal make it real and make it about them. Always remember this ... You have no business without your customers. Your customers are not interruptions to your day – they are the best part of your day and it’s in your best interest to give them an experience they won’t forget. We can learn from the words of one famous American poet, writer and playwriter. “I’ve learned people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Mary Angelou poet and writer. Grazina Fechner- Communications Specialist and Director of ‘Front and Center Training Solutions’ www.frontandcentre.com.au
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Advertising Feature
Renew your client’s skin this autumn
The cooler months can aggravate skin, causing it to lose its lustre and vitality.
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he Mayerling Skin Renewal System is ideal at this time of year to help rejuvenate the skin and create a younger glowing complexion. Developed by leading Macquarie Street plastic surgeon, Dr Lawrence Ho (now retired), Mayerling is specifically formulated to treat most skin types in the Australian climate. Cooler weather can sometimes aggravate the condition of skin causing it to lose lustre and vitality. Autumn can create dehydration, flakiness, dryness, redness and even worsen existing conditions such as acne and rosacea. The Mayerling portfolio comprises a range of medical grade nanopeels, which are ideal for de-aging facials, complemented by a take-home system of treatments, designed to produce optimum results when used together. The take-home system of cosmedical creams consists of a combination of alpha and beta hydroxy acids, bearberry extract, retinyl palmitate and antioxidant vitamins, in various combinations and concentrations. All the active ingredients are scientifically formulated together and act synergistically to produce a smoother, clearer, lighter and
more even skin with a refreshingly vibrant appearance in most skin types. Dr Ho developed the Mayerling Skin Renewal System to be “a non-complicated, no fuss, results-oriented range.” According to Dr Ho, “skin must be resurfaced to achieve an improvement in its texture.” The nanopeels remove dead cells from the surface of the skin, build up collagen levels and speed up the new cell renewal process. This results in a healthier, more radiant skin. Mayerling is effective in reducing pigmentation from ageing, sun damage, pregnancy and the contraceptive pill. These cosmedical products visibly improve scarring, reduce the size of large pores and decrease the appearance of wrinkles. Leading Sydney skin aesthetician, Nadia Boultwood, is a strong proponent of skin peels and de-aging facials. With more than 40 years of experience in the professional beauty industry, She is passionate about Mayerling’s nanopeels having achieved remarkable results herself after using Mayerling to treat her own problem skin. “I have suffered from large pores all my life. The only way I’ve been able to reduce the size
of the pores has been by a course of Mayerling nanopeels,” she said. Nadia has treated many different skin types and conditions at her Bexley salon – ranging from acne, aged and sun damaged skin to rosacea. Her clients have ranged from as young as nine years old to women and men in their 60s. She has found that all of them have responded well and have achieved incredible results with a course of nanopeels. She stresses that “everyone’s needs and results vary”. However, all clients have witnessed faster and more stunning results when they’ve used the Mayerling take-home range in conjunction with the in-salon nanopeels. Nadia is thrilled both with the results and the feedback from her clients. She claims that the Mayerling Skin Renewal System is one of the most superior skin care ranges she has worked with during her extensive career. Mayerling is in the process of expanding it’s distribution and is offering exclusive distributorship in each suburb to selected salons. By Toni Miller, National Training Manager - Mayerling.
NO OTHER TAN LOOKS AS NATURAL
The world of sunless tanning has forever changed thanks to SunFX Rapid Gold. Now one solution can do it all. MADE FROM COCONUT EXTRACT, Rapid Gold produces a stunning, rich looking tan that starts developing in as little as 1 hour. Want a darker looking tan? Then simply leave the solution on for longer. After 2 hours Rapid Gold will give you a beautiful, deeper shade of tan that looks so natural nobody will believe it was a spray tan. With natural hydrating properties Rapid Gold feels simply gorgeous on the skin with the added benefit of giving long lasting results. Gone are the days of needing to carry a dozen different tanning solutions. SunFX Rapid Gold produces the ultimate tan in ultra fast time, every time. Clients simply love Rapid Gold – the fact that it so quickly produces a gorgeous, rich natural tan. So contact us today and find out how you can offer your clients the ultimate tanning solution. SunFX Rapid Gold – the tanning industry will never be the same again.
CALL 1300 132 005 www.sunfx.com.au
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Ella Baché’s College of Skin and Beauty Therapy enables Ella Baché to continue it’s commitment to education
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AABTh Welcomes Ella Baché
ippa Hallas is the CEO of Ella Baché, a third generation family business and leading skincare company in Australia, distributing to branded franchise salons, stockists and David Jones stores. The company researches and manufactures locally and has a certified education facility. Pippa is responsible for the strategic direction and daily operations. Future Vision Today Ella Baché represents 40% of the international market and Pippa believes the company’s success is based on innovative results driven quality products and an authentic approach to treating the skin via Ella Baché’s enduring educational philosophy and a high profile barand. Pippa is passionate about brand building and ensuring the culture of the company is healthy. “Over the past year, we’ve done some heavy lifting to ensure we re-ignite the passion, refocus on the company culture and values and re-invest in brand, education and product development to ensure we’re
constantly innovating in these key areas. This I know, is the strength of our brand - if our people feel empowered in a healthy culture, real innovation occurs.” Ella Baché’s College of Skin and Beauty Therapy enables Ella Baché to continue it’s commitment to education which not only underpins franchise, salon and David Jones distribution but inspires young Therapists to continue their passion and knowledge for treatment of the skin. The college also maintains a distance learning program to reach aspiring Therapists in all parts of Australia. Ella Baché currently has 180 salons nationally and future expansion under Pippa’s direction will be through new salons supported by a franchise model allowing Therapists and salon owners to not only leverage a well known brand and product but also be supported through extensive marketing, training, and education. Ella Baché has always been an innovative and passionate company. One of the most inspirational partnerships developed last year
is the brand’s support of Jessica Watson in achieving her dream of fulfilling the Youngest Ever, Solo, Around the World Sailing Voyage. Ella Baché will support Jessica Watson again this year in the Sydney to Hobart race. Jessica’s values and personality reflect Ella Baché’s history of pioneering woman- Ella Baché herself, but also the company’s desire to continue to inspire the next generation, feel confident and follow their dreams. This message extends to client, salon owner, Therapist, student and employee and as General Manager, it’s Pippa’s goal to keep this spirit alive. In just 12 months at the helm, Pippa has returned Ella Baché to a strong and sustainable financial position. “The business had become over complicated and run by numbers rather than strategic or innovative thinking.” Prior to joining Ella Baché in 2004, Pippa worked for international advertising agencies both in London and Sydney in business management and strategic planning following university.
COLOURS FROM LEFT TO RIGHT: Polka.com, OPI...Eurso Euro, Suzi’s Hungary AGAIN!, You’re Such a BudaPest, Can’t Find My Czechbook, My Paprika is Hotter than Yours!, Hands Off My Kielbasa!, OY–Another Polish Joke!, A Woman’s Prague-ative, Vant to Bite My Neck?, I Saw...U Saw...We Saw...Warsaw, My Vampire is Buff
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12-piece display $99.50
CONTAINS NO DBP, TOLUENE, OR FORMALDEHYDE Available from OPI Distributors Nationwide Ph: 1800 358 999 Email: info@intbeauty.com.au www.intbeauty.com.au Illustration by Stina Perrson / CWC-i © 2013 ©2013 OPI Products Inc.
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Making Money
from Equipment
Generating revenue from technology can be easy, as long as the technology is of high quality, meets all industry standards and creates visible results.
The Australian Beauty Therapist Magazine
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The time has passed where a salon could offer the standard facials, waxing and manicures with average results.
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different generational attitude has people not wanting to grow old gracefully, but to keep looking and feeling younger than their years. With 50% of the population over 40 years old, anti-ageing is the main concern for two obvious reasons: • Looking Younger with results they can see – guaranteed. Clients want to see fewer lines, more plump, even tones and illuminated skin and they will pay accordingly. • In today’s increasingly scary world, they also want optimum safety. Clients look for quality ingredients and equipment giving predictable results and long-term safety as a priority. The anti-ageing client is part of a group called the ‘worried well’. Beauty Therapists need to step up to these times and understand that clients are now demanding INSTANT results from cosmeceutical-grade products and facials and medically-based equipment with proven results. Combining a facial with machinery is the next growth phase in this generation of anti-ageing facial treatments. Light Emitting Diodes (LED) is the fastest-growing trend in the beauty and spa industry. It is important that salon owners and therapists invest in the correct equipment and technology, rather than making expensive mistakes with cheap and unproven equipment. Generating revenue from technology can be easy, as long as the technology is of high quality, meets all industry standards and creates visible results. You could even say your LED will be your best-performing staff member! Please do not just go for cheap equipment, let alone buying equipment online. Do your research; check what equipment is on the ARTG Register to ensure results and safety. Check with market leaders in equipment and ask other salons/spas what they are using for results. The current trend of ‘photo facials’ treats the skin with visible Light Therapy, LED lights. LED or Light Emitting Diodes offer advantages to skincare professionals as it is a safer, less traumatic light source. Visible light does not rely on thermal damage to achieve antiageing results, as it ‘tricks’ the skin into a wound-healing response, resulting in greater hydration and collagen to the skin. Utilising Light Therapy technology, such as Omnilux revive™ at 633nm, ensures no down time, no pain and, furthermore, is a relaxing anti-ageing treatment, which is also non-ablative. The key
with LED is to have the precise wavelength AND enough energy (joules per sq cm) to get a result. Again, go for market-leading machines on the Government Register. More invasive forms of light, such as Intense Pulsed Light (IPL), create thermal damage to produce a wound-healing response in order to achieve smoother, clearer skin and/or hair removal. Everyone benefits from this anti-ageing duo concept. The salon sustains a more loyal clientele from the instant as well as ongoing results, and the customer due to the finished result, satisfying their wellbeing (less stressed) and clearer, brighter, more luminous skin. The global popularity of Light Therapy treatments has resulted in a substantial increase in the production and distribution of Light Therapy equipment. However, with the market full of competitive machines, skincare professionals need to understand the science behind Light Therapy and what the benefits are of the various types available. Light travels in waves, in the form of photons. Photons are packets of energy absorbed by the body, which contain light energy. Photons must be absorbed in the target tissue of the skin before this energy can be transferred. If the intensity of your lamp is not correct, the photons will struggle to absorb into the cells, and fail to make a reaction. The wavelength of the light will determine both the penetration depth and the target. Sounds complicated but this knowledge is essential if you want equipment that gives results with safety. With light technology, such as Omnilux™, the market leader and on the ARTG Register, you are able to create a wound-healing response, without causing damage or trauma. As soon as the skin cells have absorbed sufficient photons of light, they simply stop absorbing, known as Photon absorption therapy. In the same way that once you’re mobile is charged, leaving it charging for longer will make no difference. Therefore, it is impossible with this technology to over treat the skin. To achieve maximum results, it is best to wait on average 48 hours between treatments when using Omnilux™ to deliver a maximum dose of energy to the skin. A significant number of studies show that different wavelengths, used directly one after the other can start to down-regulate the benefits of the previous one used. Too many messages to the cells cause confusion, thus compromising results. Beware of multicoloured lights combining.
When choosing a Light Therapy machine, it is important to understand that staff suitability and training are vital. It is also important to understand that not all machines are equal. Their effectiveness (operator aside) is dependent on the: • Appropriate wavelength to reach the specific target • High photon intensity (Mw/cm²) to ensure areas are covered • Appropriately high dose (J/cm²)to ensure enough energy to deliver to the target area • The device having published papers to support its claims • Appropriate regulatory approvals having been obtained. LED Light Therapy is also beneficial in aiding and improving the benefits of other skincare products and treatments. This is particularly valuable for salons that are able to generate more business from clients who already visit for facial treatments and procedures, as well as attracting new clientele. Clients generally book courses of LED so they come weekly for 9-10 weeks and this greatly improves salon revenue. Areas of improvement for clients include complexion clarity, creating brighter and clearer skin. The benefits of Light Therapy also extend beyond anti-ageing properties. Acne is an increasingly prevalent concern for clients of all ages, the detoxifying and hydrating capabilities of Light Therapy are great for congested skin, reducing blemishes and improving skin tone. When combined with cosmeceutical skincare, the results seem so much more noticeable. The retailing of cosmeceuticals also add to a salon’s revenue stream. All in all, serious antiageing and solutions to acne with product and reputable equipment are a real solution to the future of salons. Attending Para Medical Training like that conducted by Nurse Ricky Alan or Melbourne University is a vital first step in starting with serious equipment and services. Knowledge is King and clients expect knowledgeable Therapists to be operating their treatments. Move slowly and carefully into this anti-ageing area allowing at least 3 months for research, education and testing. By Mandy Gray, Founder True Solutions International 02 8332 1869 www.true-solutions.com.au
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CIDESCO News
2013 7th-11th November
61st CIDESCO World Congress & Exhibition, Wuhan, China. www.cidesco.com
The Australian Beauty Therapist Magazine
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THE ENVIRON CONCEPT OF COOL SKIN PEELING
“Environ has been the lone voice in the wilderness of peeling systems. For nearly 20 years I have insisted that there are major problems with the standard peeling systems used around the world. I learned the hard way that peeling can be dangerous and that is why I modified my attitude to peeling. Because of my different approach to peeling I was invited in 1995 to the ISAPS Seminar in New York to instruct doctors about serial light peeling. I have always insisted that the results of serial light peeling, using the Environ Cool Peeling System, are far safer and at least equally effective.� continues overleaf...
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E
before
before
after
after
xfoliation is thought by many to be a good way of keeping the skin healthy and it is believed that exfoliation should be done regularly. The principles of Environ are based on physiology of the skin cells and therefore the standpoint of Environ is generally against unnecessary exfoliation. We have to remember that it is the duty of every differentiated keratinocyte to eventually die so that it can form part of the outer horny layer, which under ideal conditions should be compact. We need that ultra-fine layer (about 0.01-0.02 mm) of dead cells because it is our only protection against the environment. If the dead keratinocyte is shed too early, the horny layer will not be an adequate barrier and water will easily be lost. This can result in environmental toxins easily moving into the skin. On the other hand, if the horny cells do not release from each other they create a thicker layer of horny cells than normal (e.g. callouses, psoriasis and other hyper-keratotic conditions), that prevent penetration of the special ingredients used by Environ. The best way to treat this is to do a mild peel to remove the excess horny layer and yet maintain the waterproofing barrier qualities of the skin. Environ believes that heavy peeling is over-valued and should seldom be done. The
true Environ philosophy of skin care is best served by light cool peeling, iontophoresis and sonophoresis, and the Roll-CIT whenever possible for the rehabilitation of cells. The Environ Cool Peels range from a micro-level to noticeable peeling. The general rule is that for rough, wrinkled and uneven skin tone, a peel will provide faster results in restoring healthy skin. The restoration of healthy skin is utterly dependent on vitamins A, C and antioxidant nourishment. These essential ingredients are found in Environ‘s vitamin A ranges. If the client has relatively good skin, peeling is not vital, but it is still valuable. The most outstanding results have been achieved with the Environ Ionzyme® DF Machine combined with Environ Cool Light Peels. The trend is to move away from heavy peeling as the long term effects become obvious. However, peeling has an important place in the treatment of: • Congested/problematic skin conditions • Rosacea • Thick, coarse skin conditions with an uneven texture Peeling should not be recommended as the only solution for treating uneven skin tone. When we peel the skin, we make it more vulnerable to penetration by UV light. This
results in additional stimulus to melanocytes to make melanin, or worse still, greater chance of DNA damage in the keratinocytes and melanocytes. This is why, when peeling has been considered to be successful for uneven skin tone, several years later, the marks are bigger and darker than before. When the skin is enriched with Environ vitamin A products, lighter peels may be applied with care on isolated pigmented spots. Environ advises to avoid heavy peeling when the skin is pigmented, and to achieve safer results by light repetitive peeling, done in combination with Ionzyme® DF Machine treatments and supported with the Environ vitamin A moisturisers. Our goal is to offer appropriate systems of peeling to doctors and beauty therapists. Under certain circumstances “peelings” will be done in a combined treatment system by both the doctor and the beauty therapist. We are committed to producing the highest quality products to help make this form of treatment eminently affordable and effective. Under the guidance of Dr Des Fernandes, we have developed a peeling system that allows the client to have peeling treatments of the skin without developing the stigmata of other peels done with harsh chemicals. By Dr Des Fernandes
The Australian Beauty Therapist Magazine
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Advertising Feature
Be inspired, be informed, be motivated Beauty Tech Conference 2013 – Novotel Hotel, Ellerslie, Auckland.
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new concept in educational forums has emerged and you’re invited. Do you crave a fun, unique and inspiring form of education and professional development? Beauty business can be tough and there is plenty of competition out there, so are you prepared to increase your knowledge and step up your game? Beauty Tech Conference 2013 is to be held in Auckland on August 19-20th, show casing an exciting range of speakers including industry experts: Florence BarrettHill, Dr Frances Pitsilis (Famed for TV show ‘Is modern medicine killing us’), and skin educator Chiza Westcarr, the line-up will also include leading authorities in melanoma, the Melanoma Foundation of New Zealand, amongst other key
speakers and demonstrators. Featuring a focus on safety and awareness, including laser safety and education, Beauty Tech Conference 2013 includes business tools and an advanced skin focus, all the bases are covered in this attentive gathering for beauty therapists, dermal clinicians and cosmetic nurses. Last year’s event was a huge success and managed to incorporate charity collections for both Melanoma Foundation of New Zealand, and ‘Dress for Success’ which is a charity that helps women into work, dressed professionally in donated clothing, and with new found confidence. Event organiser, Ruth Nicholson believes she has succeeded in creating an environment that combines the offerings of top suppliers and key speakers, while sharing
costs so that everyone can learn and experience what is on offer. Beauty Tech Conference is set to become the new place for like-minded thought leaders and savvy business owners, by being able to balance the needs of both beauty therapists and those in aesthetic clinics. So consider ‘popping across the ditch’ for some fresh perspective in 2013, and enjoy the array of what Auckland has on offer. For registration go to: www.beautytechconference.eventbrite.co.nz Or call 1800 467 026 to talk to one of the call centre staff, for more information you can email event organiser Ruth Nicholson: info@beautytech.co.nz. Or check out www.beautytech.co.nz
The exclusive professional development and educational conference for those serious about business tools and learning. With an exciting line up of key speakers, industry experts and thought leaders to inspire, inform and motivate you, all under one roof.
August 19 & 20, 2013 Novotel Hotel, Ellerslie, Auckland Visit www.beautytech.co.nz, call 1800 467 026 or email info@beautytech.co.nz for more information or to register to attend.
BEAUTY TECH Conference
TM
be inspired be informed be motivated
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on file: industry nail news
BIO SCULPTURE GEL
MONOCHROME NAILS
I
f there is one trend that is hot for 2013, it is black and white. Monochrome looks were spotted on catwalks time and time again, from Prada to Louis Vuitton to Gucci and beyond. This look is perfect for nails- it creates a strong statement that can work with any outfit, whether also in black or white or to offset brighter colours. When working with black and white nail art, get creative. Work with different geometric shapes and textures across the whole hand, or just a black or white base with a patterned feature nail. Here are some ideas on how to experiment with these classic tones using Bio Sculpture Gel.
The Inspiration:
The Australian Beauty Therapist Magazine
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The Chesterfield
Retro Checkers
Milk Drops
Chevron
1 Apply base layer of Clear Gel 2 Apply two layers of #1 French White and cure.
1 Apply base layer of Clear Gel 2 Apply two layers of #1 French White
1 Apply base layer of Clear Gel 2 Apply two layers of #1 French White
1 Apply base layer of Clear Gel. 2 Apply two layers of #1 French White.
3 Apply Striping Tape across the nail, working to create a diamond crisscross pattern.
3 Using #2017 Licorice, create two vertical black lines down one side of the nail.
3 Apply #2017 Licorice diagonally across the nail.
3 Apply striping tape to use as a guide to create chevron lines. The chevron stripes do not need to be even, so experiment with different thicknesses.
4 Apply #2017 Licorice over entire nail.
4 Using a marker or fine pen create a retro checkerboard pattern directly onto the nail.
5 Before curing, carefully remove Striping Tape. Cure gel. 6 Apply a layer of Sealer Gel. Cure
7 Add studs at the diamond points and then apply Sealer Gel to secure. Finish by curing.
5 Use #2017 Licorice to fill in the pattern and apply studs as you desire.
4 Use a dotting tool to drop black droplets onto the white section, adding three close to the tip, and three right next to the border.
5 Repeat but using the dotting tool to drop white droplets onto the black section, first adding on the far side and then adding the final dots in between the black droplets to create the interlocking effect.
4 Apply #2017 Licorice in between every second striping tape guide to create the contrasting black chevron.
5 Carefully remove striping tape and cure.
6 Apply Sealer Gel to secure the studs and cure.
6 Apply Sealer Gel
6 Apply striping tape in the middle of the white chevron lines as an added effect.
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on file: industry nail news
Competition Time Should you or shouldn’t you?
Y
es you should! If you are thinking of entering a nail competitions then do it. There is nothing like that feeling of receiving that trophy and it stays with you forever. You know your good and your clients and friends tell you you’re good. So, where do you go from here? Once you decide to enter the competition: Get a copy of the rules and Categories you can enter, anything you don’t understand don’t be afraid to ask your competition organizer. Maybe look for Pre Comp workshops. The judges have criteria to follow so find out what that is; you can evaluate your own work so that it is to the judging standards. Take a look at yourself are you professional? you are expected to be well groomed Neat, clean professional have a uniform and suitable shoes, Have your hair tied back in a professional manner no unnecessary jeweler. Your model needs to be dressed comfortably as she has another 30-45 minutes while the judging is completed after application time. Choose your model carefully. Select a model with good nail plates .this can give you a good start Hands and nails are not judged but damaged hands and nails puts you at a disadvantage. A good model can help you so much by being calm and not complaining try to make sure she can stay with you throughout the competition. Let her know it will be a long day and you would like her there for presentation. A neat, clean well-equipped station with all necessary products labeled by the manufacturer Talk to your distributor prior to the competition about sample sizes make sure everything is new and clean hygiene products must be
used at all times make sure you have a great table presentation, used items need to be placed in a separate container this all count with your points! Usually it’s a specific criteria listed on a score sheet. A neat, well-equipped station with all necessary items neatly laid out prior to competition beginning, take all the time you are given Once time is called ON all model’s nails, complete or not they are finished Do remind your model not to bump or damage her nails. Judges evaluate the nails based on a specific criteria listed on a score sheet once floor judging is over time is called your model will then be called to Screen JUDGEING (Technical Section) On these sheet will be listed 10 categories for judging. These are sheets you will receive at the end of the competition to evaluate your score. First impressions are important you choose what shape you would like to do, whether it’s oval or square the shape and style must be consistent on every nail the judge will not award points on shapes but on consistency the length of the nail should be two thirds the nail plate and one third the free edge. The C-curve. Arch placement must be consistent and height from nail- to-nail. Consistency is a must the size and shape must complement and fit the models hand. The complete set of nails is very important. When entering competitions get your rules early and read them overand-over again. Ask for clarification on anything you don’t understand. At competitions you will meet some amazing people all competitors are so friendly and don’t forget everyone feels the same way, don’t be afraid to approach the Judges remember they were just like you once! By Maureen Worrall, APFA Education Officer.
Simple & Affordable Salon Software What is Streamlined Salon? Streamlined Salon was designed and developed by husband and wife team, Carrie and Brett Baldwin after their combined 30 years in the Beauty and IT Industries. Streamlined Salon is a web based salon software package that is designed speci�ically for the small to medium Salon. We identi�ied a real need in the market for very simple and easy to use Salon Management Software at a price that was affordable to everyone including the smallest of businesses.
What makes us different?!
• Real Service - Streamlined Salon is a boutique family business that prides itself on personal service. Our staff are available both in and out of of�ice hours to provide support to you. We communicate regularly with all of our clients and we listen to you! If there is a report you need, or enhancements that we can make, we incorporate your feedback and ideas into future releases. • Simple & Affordable - Despite our very affordable prices, which start at $29 per month for two calendars, we offer you all of the fantastic features you want, and present it in a very easy to use way.
• You have total Control - We offer you total control of your SMS. From within the Manager’s administration page you control your monthly spend on SMS reminders, marketing and your chosen Streamlined Salon package. There is no lock in contracts or upfront fees and never will be! "What a difference the software program is making to my life! Thank you so much, it is making my day better and taken a bit of stress away!" Carrie Martin, Pandanus Skin Spa.
"Loving the software. It is incredibly liberating not to have to back up at the end of the day. It is also brilliant to access the software from my home of�ice " Marlene, Elizabeth De Martin Beauty
No Upfront Fees No Lock in Contracts Free 30 Day Trial Appointments & Sales
Security
One view of the whole salons appointments for the day! Easy to read colour coding so you can tell between each staff members appointments.
Our very secure website software allows you to access your salon from anywhere, anytime, day or night.
Product & Service Management
Enter in all of your services and also all of your products. This system allows you to control it all.
Web-based Software No more CD’s and no more costly upgrades! No more dramas when the salon computer dies and better still you dont need to worry about doing backups.
Staff Management & Staff Rosters
Allows you to assign a calendar to new staff or change an existing staff members calendar, all with the click of a mouse. Enter and manage staff leave using our fantastic and easy to use rostering function.
Client Management
Quickly and easily keep track of your very important client data.
Reporting Track all of your sales for all services and products. Advanced reporting that shows how each staff member is performing as well as the salon as a whole.
SMS Marketing & Appointment Reminders Automatic appointment reminders sent via SMS to your clients. You set it up once, and you never have to worry again - it’s all automatic! Market to your clients whenever you like with our easy to use SMS marketing tool.
Sign up NOW for your Free 30 day trial! Call Carrie Now!!!! 0412 346 723
www.StreamlinedSalon.com.au
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Business Matters
Dealing with Employees who take illegitimate ‘sickies’ Unlawful termination laws prevent an employer from terminating or dismissing an employee for being absent from work due to sickness.
H
owever, an employer can always challenge an employee if the employee deliberately misleads the employer about the reasons for their absence. For example, if an employee who has called in sick then posts on Facebook that they are out and about doing things that a ‘sick’ person would not normally do (i.e shopping), you have proof that the employee is not taking leave for the medical reasons they claim to be suffering from. If an employee later provides you with a medical certificate to substantiate their absence, you
will need compelling evidence to challenge it - however, it is possible. In Anderson v Crown Melbourne Ltd [2008] FMCA 152 (3 March 2008), an employee had provided a medical certificate in support of his request for paid sick leave. However, his employer was made aware by the employee’s co-workers that he had in fact attended a football game on the date of the medical certificate. The employer dismissed him for misconduct, and the employee filed an unlawful termination claim. However, the employee’s unlawful termination claim was dismissed by the court because
it was demonstrated in evidence that he had in fact not been ill. His doctor had not conducted any proper diagnosis of the employee, and the Federal Magistrate was prepared to question the employee’s medical certificate. In this situation, the employer was justified in querying the truth of the medical certificate. But what can you do if you do not have proof that your employee’s “sickie” is illegitimate? Under the Fair Work Act, an employer can always request that an employee provide evidence that would satisfy a reasonable person that the employee was
in fact ill, and this can include a medical certificate. If the employee provides you with a medical certificate, generally, you must accept it as evidence of their illness. If you doubt the accuracy of the certificate, all you can do is seek clarification from the doctor who provided the certificate. Once you have received confirmation from the doctor, you cannot take the issue further. However, if the employee cannot provide you with a medical certificate for their absence, you are well within your rights to deny them paid sick leave.
A back up plan can be the key to keeping your business afloat
H
ave you considered how would you keep your business running if a storm destroyed your stock, your computer crashed, a key supplier shut down or an important worker left the company? Business continuity planning is, in essence, actions a business needs to undertake to prevent key operations being overly impacted by a disturbance. Whether your operation is small or large, as a business owner you need to address operational issues and have plans in place to ensure minimal interruption should any major events happen. Essentially, have a back up plan that allows you to continue working as best you can in the event of a disaster. One of the biggest mistakes business owners can make is to think ‘it won’t happen to me’, but put simply disasters can’t be
planned so wouldn’t you rather be prepared? Unfortunately, a large number of businesses simply don’t recover from a major disruptive event if they have not preplanned how to sustain critical aspects of their business. How do I prepare a business continuity plan? To avoid being a statistic, first, identify the aspects of the business that need to be protected so that it can continue in the face of a disaster. So, have a think about where you keep your stock, what equipment you use on a daily basis, how you store key client information, and then imagine these items not being readily available one day, what would you do? Secondly, devise a plan that allows you to access your every
day essentials if they were not accessible for whatever reason. Have a think about alternative storage locations, saving back ups on your computer and/or keeping copies of information in a different location. These will all help you to continue running your business should a disaster strike. The complexity and detail of these plans will vary depending on the size of your business, but keep in mind that these plans should be general in nature. Try and avoid developing a plan that focuses on specific events, rather a back up that can be applied to a range of different situations. Lastly, share your plans with a key business partner or someone who knows your business well. So, in a time of disaster there’s more than one person who’s aware of your back up plan.
Where else can I get help? In some instances business interruption insurance may be available to help manage costs associated with events that cause physical damage to a business, but it’s essential these policies are properly thought out so that the business really is protected in the event of a disaster. Contact Marsh Ph: 1300 817 013 Email: beauty.australia@marsh.com The information contained in this publication provides only a general overview of subjects covered, is not intended to be taken as advice regarding any individual situation and should not be relied upon as such. Insureds should consult their insurance and legal advisors regarding specific coverage issues. All insurance coverage is subject to the terms, conditions, and exclusions of the applicable individual policies. Marsh cannot provide any assurance that insurance can be obtained for any particular client or for any particular risk. 11/0126 Copyright 2011 Marsh Pty Ltd All rights reserved.
www.marsh.com.au
MARSH IS THE PREFERRED INSURANCE BROKER FOR MEMBERS OF THE AABTH Marsh is a world leader in delivering risk and insurance services and solutions. Together with the AABTh we are committed to providing professional beauty therapists and beauty salons with an insurance program tailored to meet the needs of the profession.
For information contact Marsh on:
1300 817 013 beauty.australia@marsh.com www.marsh.com.au
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This advertisement contains general information only and does not take into account your individual objectives, financial situation or needs and may not suit your personal circumstances. For full details of the terms, conditions, exclusions and limitations please refer to the relevant policy documents, available from Marsh. Marsh Pty Ltd ABN 86 004 651 512, AFSL 238939 arrange the insurance and is not the insurer. The Advanced Association of Beauty Therapists act as a referrer to Marsh and receive a financial benefit from the sale of these insurance products, enabling them to continue to develop and provide further services to its members. When arranging insurance Marsh Pty Ltd may act under binding authority on behalf of insurers for certain products and on your behalf in respect of other insurance products. We will advise you of the capacity in which we act at the time of arranging your insurance.
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Business Matters
Spa owners turn to group buying to kick-start business Starting a business is never easy and, in an industry where competition is constantly growing, spa owners are struggling to cut through the clutter and retain a strong client list.
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hen used efficiently group buying sites offer a medium that allows you to make your voice heard. Despite having an idyllic location nestled in seven acres of land in Hobart, Jerliee Lahey of Hidden Cove Day Spa Retreat discovered the difficulties of attracting business when based off the beaten track. Marketing was never her strong point and she needed initial clientele to spread word of mouth. Jerilee explains how she turned to group buying site LivingSocial and leveraged her luxury treatments to kick-start her business and nearly double her client base. Why did you choose to run a deal on a group buying site? As my business is set within seven acres of land it is of the main street
and therefore I don’t have the traffic walking past and seeing my services. I tried letter drops but these weren’t getting me anywhere and I heard that group buying is a good way to attract word of mouth. What deals did you run? I have run four different deals since the business launched at the end of 2009. The initial deal was to spread word of mouth about the business and I offered luxury pamper packages. I then grew the overnight stay side by offering weekend accommodation deals. How did this help your business? It kick-started my client list with over 40% of those purchasing a deal returning as regular customers. It also gave me the opportunity to upsell my treatments once the clients were through the door. The spa is not
only well known for its treatments but also its accommodation and meals, so I really needed something that would allow people to try the full experience and not just a treatment here and there, group buying helped me to achieve that. Has group buying been a major element to the expansion of your business? Definitely, in fact I have been planning to build more chalets on the land and initially was questioning if this was the right move. LivingSocial allowed me to take advantage of its merchant services following the deal and I was able to source feedback from customers. The positive praise I received has given me the confidence to continue with the expansion and I plan to begin the build in the next 12 months.
What tips would you provide anyone considering using group buying? • Know what you want to gain out of it before you begin • Work out what you can afford to provide in your deal and if you have the manpower to provide the services once these are purchased • Be prepared to upsell - you have the client in front of you, now show them everything you have to offer • What makes you unique? – showcase your best assets • Have a follow up plan in place i.e. offer return discounts, source email addresses for your database etc. For more information on group buying visit www.livingsocial.com
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Shortcuts to Smarter Business Once you’ve experienced the freedom and mobility of using an iPad in the salon, you’ll wonder how you ever went without.
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arely in this industry does something come along that improves business practices, heightens the customer experience and enhances staff engagement as effectively as the iPad. It’s a big statement about a little device so let’s look more closely at how it will open up almost limitless options and flexibility in your business. It gives you and your staff the freedom to make and edit appointments, check client history all while you roam the salon, it makes stocktaking a breeze. At the end of the day, simply pop it in your bag and check reports and inventory from the comfort of your own home.
In fact, it’s a great way to add another terminal to your salon or spa, without the cost, cables and clutter of another computer, taking traffic away from the busy bottleneck at the front desk. Shortcuts for iPad links your iPad to your existing Shortcuts license allowing you to access your software anywhere, anytime, at a fraction of the cost of a standard Shortcuts client license. We’re continually enhancing our product offerings to maximise the iPad’s mobility. For instance, a new feature will soon be available that allows customers to fill-in or update their contact details via iPad during their treatment, saving
staff data-entry time and ensuring accuracy. Speaking of customers, imagine what they get out of the iPad experience. A knowledgeable beauty therapist armed with detailed history and treatment records, a handy digital beauty look-book and best of all, online magazines mean no more tattered pages detracting from the client experience. They can even squeeze in banking and online shopping during a pedicure! Some cutting-edge Australian and New Zealand beauty clinics and spas are already reaping the competitive benefits. Kathie from Rixon says her team love the convenience of being
able to make future appointments using the iPad appointment book and her staff enjoy the timesaving benefits of having iPads in the salon. “Doing a stocktake takes half the time as there’s no double handling. Being able to access reports from home means we can monitor stock and results 24/7,” Kathie says. “We wouldn’t be without Shortcuts on the iPads now. Our business runs much more efficiently and our clients love that we are keeping up with technology.” By Jo Burgess, Evolution Manager & Co-Founder, Shortcuts Software.
The Science of Skin Rejuvenation Repair + Rejuvenate + Renew = Results Cosmedical formulations developed by leading plastic surgeon. > Clinically proven to work on most skin conditions. > Reduces appearance of fine lines & wrinkles. > Fades pigmentation & dark circles. > Dramatically improves sun damaged & aged skin. > Treats acne, redness & superficial scarring. > Significantly minimises appearance of large pores. Active ingredients that work synergistically to renew and transform lifeless, dull skin into a smoother, clearer and rejuvenated complexion that is vibrant and younger looking.
Enquires 02 9221 2620 www.mayerlingskincare.com
Available only in Professional Beauty Salons and Skin Clinics
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The Australian Beauty Therapist Magazine
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Essentials Discover how 500 women took 8-10 years off their appearance in just 60 days. This changes everything! We all know as we age our skin develops wrinkles, discolouration, uneven skin tones and begins to sag and lose firmness. So, it’s not just one thing that makes us look older, but a combination of all the above. In order to regain a youthful appearance we must employ a strategy that addresses all of these signs of ageing, not just one or two. Glycation .... The true enemy of your skin! Glycation is a chemical process caused by sun, wind, diet and the environment, which causes sugar molecules to bind and destroy proteins in your skin. Glycation is responsible for virtually every sign of ageing that appears on your skin. Until now very little could be done to both stop this process and reverse its effects. The Solution. A.G.E. Control is the first product in history that
has been shown to not only interfere and stop the Glycation process, but also reverse the damage to the important skin proteins like collagen and elastin. A dual treatment for day and night, which can be incorporated into your current skincare regime. Salon packages available. Distrisbuted by The Beauty Warehouse. Telephone: 1300 929 033. www.beautywarehouse.com.au
LUZERN LABORATORIES™ NOW AVAILABLE IN AUSTRALIA! Luzern Laboratories is a pure cosmeceuticals brand that was founded in Soho, New York, in 1999 by Ralph Herbert and his sister Jennifer Herbert-Coste. Their vision was to combine ‘gold standard’ powerful, cosmeceuticallevel active ingredients - backed by clinical studies to ensure the best possible anti-aging results with Bio-Swiss certified organic ingredients derived from Swiss Alpine plants that had superior anti-aging and free radical powers. These were then formulated
using a non-toxic, chemical free, natural preservative system that was derived from natural enzymes. The result: products that contain an average of four to six times more active ingredients than other brands and are ideal for all skin types including sensitive skins. Luzern Laboratories™ products are stocked by prestigious wellness spas and salons including Canyon Ranch Spas, the St Regis, the Four Seasons and the Mayflower Inn and has several celebrity devotees including Emma Watson and Eva Longoria. Call 1300 367 969 for more information.
Don’t Gloss Over this Matte Top Coat In light of the current nail-art movement, OPI has launched a Matte Top Coat, designed to give contrast and depth to every nail design and creation. OPI’s Matte Top Coat creates a matte effect when applied to any nail lacquer or nail polish. It is a high quality and high performance
formula designed to provide a smooth, flat shine-free manicure or pedicure, transforming even the high gloss polishes into nails with a unique matte finish. This unique treatment product also works as an effective top coat, protecting nails from chipping. For your nearest OPI stockists contact 1 800 358 999 or visit www.opi.net.au
Synchro Bio-technology: for fast and perfect scar healing. Gernétic skincare products stem from scientific and biological research to optimise scar healing whilst establishing the foundations for healthier and radiant-looking skin. Given its ability to stimulate the skin’s natural healing process and repair mechanism through regeneration, the use of Gernétic’s Synchro in conjunction with medical procedures is embraced by cosmetic surgeons and clinicians across the world. Clinical trials have shown that
preparing the skin with cellular nutritive molecules before a surgical procedure will provide the patient with relief, speed up recovery, reduce scarring and enhance the overall results. Synchro is a revolutionary formula, rich in amino acids, trace elements and vitamins with antiinflammatory and anti-bacterial properties, to support and stimulate the healing process of scars. The regeneration of the epidermis cells and a healthy cell-turnover promote a fast recovery and reduce the appearance of scars dramatically. For stockists contact 02 9452 6230 or www.gernetic.com.au
www.aabth.com.au
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Essentials Mayerling Eye Cream! Top three seller Dark circles and wrinkles near the eyes are common and a major problem for both sexes. It makes these sufferers feel and look old and tired. Usually causes are hormonal (pregnancy and the pill), hereditary, aging, sun damage, prolonged fatigue and tiredness. Mayerling Eye Cream is an especially engineered treatment cream containing a synergistic combination of Bearberry extract, Vitamin A, AHA’s and free radical scavenging Anti Oxidant Vitamins.
It visibly firms and reduces the puffiness around the eye area. At the same time it brightens and smoothes the texture and fine lines of the delicate skin near the eyes and minnimises the appearance of dark circles around the eyes. 15 gm airless pump dispenser. RRP $98. Only available in professional Beauty Salons.
Age Defence SPF 50+ Skinstitut launches the latest in sun protection technology, Age Defence SPF 50+ an advanced chemical and physical hybrid SPF moisturizer. Protecting against UVA and UVB rays which cause premature ageing and skin damage. For external use only. Avoid the eyes. Avoid prolonged exposure to the sun and wear protective clothing such as hats and eyewear when exposed to the sun. For stockists contact 02 9460 7559 www.skinstitut.com
HydroPeptide® LASH – Longer Fuller Lusher HydroPeptide®’s LASH technoinnovation uniquely multi-targets the key dimensions of lash and brow hair loss and thinning. This product nourishes and revives lashes while sleeping, without prostaglandin. HydroPeptide® Lash works while you sleep to speed up the microcirculation of proteinrich amino acids to hair follicles. It then strengthens the hair follicles which allows lashes and brows to grow longer. True Solutions International Ph: 1800 808 993.
Rock and Crystal Collection Autumn/Winter 2013 sees glamour reach dazzling new heights with the launch of Bio Sculpture’s Rock and Crystal Nail Colour Collection. Consisting of five gorgeous
shades inspired by the richness of natural minerals and gemstones, this glamorous collection is perfect for making a statement on fingers and toes this season. Available from April 2013 For more information contact 1300 BIO GEL
SunFX Rapid Gold SunFX Rapid Gold will have your clients asking for this new sensation every time. With our all new natural coconut derivative, Rapid Gold enhances and stimulates the skin and its great hydrating factors
create the perfect golden, long wearing tan. Now also with DHA BOOST to create an even faster, darker tan from just 1 hour or leave on longer for an even darker tan. Tel: 1300 132 005 or visit sunfx. com.au for further information.
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Directory
Contact Details AUSTRALIAN PROFESSIONAL FINGERNAIL ASSOCIATION www.apfa.net.au
ENVIRON 1 300 888 708 www.sensaskincare.com.au
ANESI (International Beauty Supplies) 1 800 358 999 www.intbeauty.com.au
GERNETIC INTERNATIONAL 02 9452 6230 www.gernetic.com.au
Beauty Warehouse 02 9584 2843 www.beautywarehouse.com.au BIO SCULPTURE 1 300 biogel www.biosculpture.com.au CIDESCO INTERNATIONAL www.cidesco.com DEPILEVE (International Beauty Supplies) 1 800 358 999 www.intbeauty.com.au Ella Bache 02 8423 5655 www.ellabachecollege.edu.au
GRAZINA FECHNER (Front and centre training solutions) www.frontandcentre.com.au JESSICA COSMETICS (Masters Beauty International) Mob: 0407 974 380 www.jessicacosmetics.com.au LIZ SEE GET THREADED NOW 0413 004 127 www.getthreadednow.com LOUISE MUCHA 0410 536 216 Luzern Australia (Payot Cosmetics Australia) 02 9874 1166 www.payot.com
Mayerling Skin Renewal System 02 9221 2620 www.mayerlingskincare.com Marsh Pty Ltd 03 9603 2749 www.marsh.com.au Noreen Colonelli (Permanence City) 02 9221 8594 noreen@permanence.com.au NZ Laser and IPL Training Centre www.beautytech.co.nz OPI (International Beauty Supplies) 1 800 358 999 www.intbeauty.com.au REED EXHIBITIONS AUSTRALIA PTY LTD 02 9422 2500 www.reedexhibitions.com.au
SALONS GROUP 1 800 655 814 www.salonsgroup.com Short Cuts 1 300 66 73 74 www.shortcuts.com.au SKINSTITUT 02 9460 7559 www.skinstitut.com Streamlined Salon 0412 346 723 www.streamlinedsalon.com.au SUN FX 02 6299 1005 www.sunfx.com.au TRISH ROCK www.nailsalonsuccesscoach.com True Solutions International 02 8332 1827 www.true-solutions.com.au
The Advanced Association of Beauty Therapists (AABTh), Australia’s premier beauty therapy association, dedicated to the promotion of high standards and professionalism in beauty therapy. With an AABTh certified therapist and salon, you can be confident in your beauty professional. Our members are trained to the highest industry standards. How do you find an AABTh certified therapist and salon? Look for the logo – it’s the only beauty mark you can trust. Membership certificates are provided to all members ensuring the credibility and integrity of members by the Association. To find out more about what your expectations from your therapist and salon should be, contact the AABTh today. Email: info@aabth.com.au Phone: +61 2 9439 5054 Web: www.aabth.com.au CIDESCO Section Australia Membership is security. Membership is recognition. Membership is support.