Spring 2012 Issue - AABTh Beauty Magazine

Beauty

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The Australian

Therapist

the voice of the industry Volume 3

www.aabth.com.au

telephone: 02 9486 3211 or 1800 358 999 email: info@intbeauty.com.au www.intbeauty.com.au

Spring 2012

Hitting the G-Spot.

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help this product change the world.

Up to 63% of consumers will switch to brands that support a worthwhile cause – how can you make sure the brand they switch to is yours? By partnering with Dermalogica. Sales of specially-marked Dermalogica products will help fund women hoping to achieve Financial Independence Through Entrepreneurship (FITE). By working together, we will help 25,000 women around the world start or grow their businesses – all while you pull in a new client base and achieve greater success for your healthiest bottom line.

See for yourself what Dermalogica can do for your business, and how FITE will contribute to your healthiest bottom line ever, by visiting dermalogica.com.au, or calling 1800 659 118.

Which entrepreneur will you choose?

www.aabth.com.au

p06

Welcome to the Spring 2012 Issue

W

elcome to the Spring edition of the Australian Beauty Therapist magazine.

How quickly this year is disappearing - special features in this issue include The Latest Buzz in the Cosmetic Enhancement Arena as well as and The 1 to 3 Guide to Beautiful Brows and A Perspective 2012 from world renowned plastic surgeon and founder of Environ Dr Des Fernandes.

Thanks to the continued support of Get Threaded we are thrilled to be able to give the first 2 members who contact me on 1300 309 022 The Eyebrow Experts pack valued at $119-00, which includes an online course - “ The Art of Shaping Perfect Brows” and the “Perfect Brows 1-2-3 Eyebrow and Alignment Helper” – good luck and get on that phone NOW!!

We also look at the Top Ten Tips to Keep your Clients Loyal & Long Term and great advice on Spring and Summer Fashion Trends for 2012. As well as all the latest social events in Industry News and new products in Essentials.

The Sydney Beauty Expo 2012 is now upon us and we take a look down memory lane with Dermalogica on page 9 and make sure you take a look at the invitation to their upcoming Education Extravaganza on page 54.

We would also like to wish Nadia’s Skin Therapy Clinic a Happy 40th – what a wonderful achievement in this exciting industry.

See you all next issue, Coleen.

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Please call Elizabeth on Mobile : 0425 254 302 seven days or email lizgeyson@gmail.com 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: International Beauty Supplies 1 800 358 999 www.intbeauty.com.au

Advertising Enquiries: Sue Hannell Tel: 0412 742 094 or 02 9439 5054 Email: sue.hannell@aabth.com.au

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 p06 Welcome p08 Industry News

Share your social events, educational

achievements and business developments p44 Salon Profile

Nadia’s Skin Therapy Clinic

By Gemma McDonald p54 Business Matters • Dermalogica Education Extravaganza

By The International Dermal Institute • How Group Buying Really Works

By Raife Watson • Gold Medalist Performance

By Phillip Fernandez – Human Strategist • What Information do your Employees Need?

By Fair Work Australia • The use of IPLs and Laser for Cosmetic Purposes

By Karen Banks, Service Skills Australia p60 Essentials

New products and ideas for the beauty industry p63 Directory

Features

p22

p12 Nutrition for the Skin

By Fiona Tuck Skinstitut p18 Getting New Customers – One Step at a Time

By Kristin Austin p22 The Latest Buzz in the

Cosmetic Enhancement Arena

By Ricky Allen p24 1-2-3 Guide to Beautiful Brows

By Liz See p26 The First Time – A Perspective 2012

With Dr Des Fernandes, World Renowned

Plastic Surgeon, Author and Founder of Environ. p28 The Truth About Tanning

By Kim Fitch p34 CIDESCO News p36 The Ageing Process and Gernetic

By Frank Sellam p38 Top 10 Tips to Keep Clients Loyal and Long Term

By Trish Rock p42 Virtual Gastric Banding – VGB

By Jan Sky

p12

p46 Spring Nail Trends

By Bio Sculpture p48 Nailing Your Salon Success

By Trish Rock p51 It’s all about Attitude

By Karen Peppercorn p52 Spring/Summer Forecast and Fashion Trends

By O.P.I.

www.aabth.com.au

p08

Industry News Our members and those in the beauty industry share their social events, educational achievements and business developments.

Exquisite Beauty Salon Neutral Bay Celebrated 1 year Birthday with Viviana, Coleen, Lori and Kaliope. It was a fantastic night with clients joining us to celebrate with champagne, nibbles, balloons and lots of party mode. Guests from Environ and Gernetic joined us to celebrate with giveaways and special offers. Pictured below (cw from top left): Viviana Scown (owner Exquisite Beauty Salon), Fred Barzanji, Lori Farina, Kimberly Kang; Viviana Scown with clients Jade and Danielle; Viviana Scown, Fred Barzanji, Lori Farina; Jenny Martins (Environ) Viviana Scown; Lori Farina, Victor Blanco, Viviana Scown.

Welcome to Southern Cross Catholic Vocational College Our college was established as a Trade Training Centre in January 2010 and although still very new to the Beauty industry, SCCVC is offering a different alternative to Beauty Therapy students. The students enrol in Certificate II in Retail make-up and skin care whilst pursuing their HSC. At SCCVC our classroom is a simulated modern salon where the students are trained in the many facets of working in the beauty environment. We are also very focused on students doing work placement as this provides them with a better understanding of working in the Beauty industry.

I have been a salon owner for eighteen years and have been the Beauty Therapy teacher since the college started in 2010. I truly enjoy my position and the most enjoyable part is seeing the students graduate. A vital part of the college’s success is the high level of professionalism and the ongoing training to ensure the efficiency of the delivery process.

Teaching has opened up a whole new perspective for me. I now have the opportunity to pass on my experience and passion to my students. – Pauline Cole, AABTh Member and Beauty Therapy Teacher.

The Australian Beauty Therapist Magazine

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Contact us Send your photos and information to Industry News email info@aabth.com.au

1996 1995

2009

2008 2010

2009 2011 2010

This year Dermalogica proudly celebrates its 17th year exhibiting at the Sydney International Spa and Beauty Expo From it’s early beginnings in 1995 when the Australian Team consisted of just 12 Staff and ran out of a small cottage in the Sydney suburb of Surry Hills, Dermalogica has believed in the importance of Sydney Beauty Expo to showcase their brand, products and unique concepts directly to the thousands of Professional Skin therapist’s within the Beauty industry.

It can be seen in old photographs from the early days that Dermalogica’s unwavering commitment to education, professional skin care and unique philosophies have been a constant.

According to Suzette Cassie, Dermalogica Australia’s General Manager; “We have always maintained a ‘hand’s on’ approach with our education via demonstrations at the Expo, live skin bar sessions and our exclusive skin analysis technique, Face Mapping.”

“We are the Professional’s choice and therefore could not find a more supportive audience than the professional skin therapist

whom for 17 years have been utilising the Expo to absorb as much knowledge as possible, learn more about our products and our Team and all we have to offer in terms of education, business support and ultimately, success within our industry.”

As with any industry, it is natural to experience differing trends or certain focal points of business throughout such a stretch of time.

Dermalogica have wholeheartedly accepted this challenge with updates and improvements to their stand as well as new resources and live demonstrations each and every year to excite and captivate their audience.

The tailored grey suits have come and gone, but what has remained strong throughout the years is the Dermalogica philosophy and commitment to professional skin care, education and success.

For more information on Dermalogica visit www.dermalogica.com.au or contact Kelly Salter on (02) 84379669 ksalter@dermalogica.com.au

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www.aabth.com.au

p12

Your skin is the reflection of what is going on inside your body, and nearly all skin conditions, from eczema to acne to stretch marks are the manifestations of your body’s internal needs, including its nutritional needs.

The Australian Beauty Therapist Magazine

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Skin Talk – what is your skin telling you?

The skin is the largest organ of the body and one of the most powerful indicators of health.

Conditions such as dryness, flakiness, break outs, sallowness, dullness and irritation of the skin may all be a sign of poor internal health.

These conditions can often be brought on by consuming too many processed foods, excess sugar, high stress levels, medications and drugs such as caffeine, alcohol and nicotine. A poor diet devoid of essential nutrients may manifest initially as minor skin conditions however left untreated, this can develop into more severe skin conditions or worse, disease of the body.

For luminous, glowing skin, most people only turn to the use of professional topical cosmedical products, however just treating outer blemishes does little to address the root cause of the problem: poor nutrition.

The sad reality is that the majority of professional skincare experts fail to make the link between healthy skin and a healthy diet and continue to push a miracle cream to solve all skin dilemmas. Disappointed and non-convinced, clients continue on the quest for perfect skin and get seduced by glossy advertisements in high end magazines and department stores. Skin experts become perplexed as to why clients waiver and have the audacity to blame the economy, internet, department stores or even staff for their less than thriving business. Whilst application of topical active ingredients can do wonders

for improving the appearance of certain skin conditions, to truly see a long lasting improvement, a holistic look must be taken.

Advice on both the probable biochemical cause of the skin condition combined with correct topical application of cosmedical products is paramount to achieving optimum skin health. Getting not only the answers but also improvements to chronic skin conditions will build a loyal clientele that will never dare to venture to pastures new.

Combining the link between nutrition and the skin is key to building a successful skincare business. We need to gain client trust and respect by educating our clients. Without trust we become a snake oil salesman pushing yet another immortal beauty product with the promise of ever lasting youth.

Scientific research shows that the skin responds particularly well to certain vitamins, minerals and antioxidants. These nutrients nourish the skin, making it appear radiant, glowing and healthy. The first step to youthful, healthy looking skin is to optimise general health.

The following nutrients are among the very best to consume for healthy, radiant skin: 1. Vitamin B Vitamin B is essential to skin health. Vitamin B1 (thiamin) helps prevent cardiovascular complications; this vitamin is beneficial for hair and skin because it increases blood flow to the cells.

Vitamin B-3 (niacinamide) and B-5 (pantothenic acid) are very helpful in the process of skin regeneration and slow the signs of aging skin. Therefore, vitamin B is essential for inclusion in the daily menu, but it can also be found in many professional skincare products.

Vitamin B-3 or niacinamide is becoming a very popular cosmedical ingredient due to the fact that it acts as a moisturiser by reinforcing the natural barrier function of the skin.

Vitamin B-3 has also been used to treat acne, even successful enough to overcome stubborn acne. Niacinamide has also been proven to assist with the treatment of pigmentation by acting as a melanin transfer inhibitor.

Vitamin B is contained in foods such as green vegetables, beans, peas, meat, fish, and dairy products.

For healthy skin, vitamin B must be incorporated daily through application of topical vitamin B in skincare products and dietary vitamin B. Vitamin B is easily destroyed by food processing, stress, medications so daily supplementation may be required for deficiency risk individuals.

Vitamin B Deficiency signs: • Redness and irritation in the skin, particularly around the nasolabial folds.

• Cracks at the corners of the mouth.

• Dermatitis type rash, particularly when under stress.

• Hypo and Hyper pigmentation may occur with chronic low vitamin B intake.

www.aabth.com.au

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The skin is a window into health and what does and does not go into the body will most certainly impact the colour, texture and luminescence of the skin.

2. Silica Silica is a trace mineral that strengthens the body’s connective tissue; muscles, tendons, hair, ligaments, nails, cartilage, and bone, and is vital for healthy skin. Food sources of silica include leeks, green beans, garbanzo beans, strawberries, cucumber, mango, celery, asparagus and rhubarb. In its natural form, silica is found in the horsetail herb.

Silica deficiency signs: • Weak, brittle hair and nails.

• Skin lacking elasticity and firmness.

3. Zinc The mineral zinc is an important component of healthy skin, especially for acne sufferers.

In fact, acne itself may be a symptom of zinc deficiency. Zinc acts by controlling the production of oil in the skin, and may also help control some of the hormones that create acne. Zinc is also required for proper immune system function, as well as for the maintenance of vision, taste, and smell.

Foods rich in zinc include fresh oysters, pumpkin seeds, ginger, pecans, Brazil nuts, oats, and eggs. Zinc can be purchased in supplement form, in both liquid concentrates and tablets.

Zinc deficiency signs: • White flecks in the nails, acne, purple marking in the skin after breakouts or trauma.

• Stretch marks.

4. Omega-3 Fatty Acids Dry, inflamed skin or skin that suffers from the frequent appearance of whiteheads or blackheads can benefit from supplementing with essential fatty acids (EFAs), especially omega-3s. EFAs are responsible for skin repair, moisture content, and overall flexibility, but because the body cannot produce its own EFAs, they must be obtained through the diet.

The typical Australian diet is over abundant in omega-6 fatty acids found in baked goods and grains, and lacking in omega-3s, found in cold-water fish such as salmon and mackerel, as well as flaxseeds and safflower oil. Simply balancing the intake of omega-6s with omega3s can result in smoother, younger-looking skin. EFAs are also available in supplement form - such as fish oil capsules or flax seed oil - and are effective at treating a wide range

of disorders, from depression and cancer to arthritis and heart disease. Good sources of omega-3 oils include chia seeds, flax seeds and, for non-vegetarians, wild-harvested fish oils.

EFA deficiency signs: • Dandruff, dull skin, dehydration and dryness, • Sensitivity, keratosis pilaris (chicken skin appearance on the backs of the arms and legs) 5. Selenium Selenium is an antioxidant mineral responsible for tissue elasticity. It also acts to prevent cell damage by free radicals. It may play an important role in preventing skin cancer, as it can protect the skin from damage from excessive ultraviolet light.

Dietary sources of selenium include wheat germ, seafood such as tuna and salmon, garlic, Brazil nuts, eggs, brown rice, and whole-wheat bread. Brazil nuts are perhaps the best source, and eating just 3-4 Brazil nuts per day provides adequate selenium intake for most people.

Selenium deficiency signs: • Selenium is hard to recognise through skin analysis however the skin will be prone to dryness and sensitivity, lacking radiance, with possible signs of premature ageing.

6. Vitamin C Vitamin C is highly effective at reducing free radical damage, such as that caused by overexposure to the sun or pollution. Free radicals consume collagen and elastin - the fibres that support skin structure - and can cause wrinkles and other signs of premature aging. Vitamin C is especially effective at protecting the skin from overexposure to the sun when combined with vitamin E. Foods high in vitamin C include berries, red and green peppers, citrus fruits, kale, parsley, collard greens, turnips, and broccoli.

Vitamin C deficiency signs: • Premature ageing.

• Dull skin.

• Dilated capillaries & highly vascular conditions.

7. Vitamin E Vitamin E is another powerful antioxidant that reduces the effects of sun exposure on the skin. When combined with vitamin A,

vitamin E is especially effective at preventing certain skin problems. Vitamin E also reduces the appearance of wrinkles, and when applied topically, soothes dry or rough skin. Food sources of vitamin E include wheat germ oil, sunflower seeds, safflower and sunflower oils, almonds, spinach, peaches, prunes, tomatoes, cabbage, asparagus, and avocados.

Vitamin E deficiency signs: • Dryness.

• Poor wound healing.

8. Vitamin A Vitamin A promotes proper repair and maintenance of the skin, and deficiencies can result in a dry, flaky complexion. Topical vitamin A treatments are often used to treat acne and a variety of skin conditions such as premature ageing and hyper pigmentation. Foods high in vitamin A include liver, chili peppers, dandelion, carrots, apricots, collard greens, kale, sweet potatoes, spinach, and cantaloupe.

It’s best to consume vitamin A from natural food sources rather than supplementing it, as vitamin A can be harmful if taken in excessive amounts in supplement form (vitamin A is a fat-soluble vitamin). You may also wish to consider taking beta carotene, which is a precursor to vitamin A and has none of the overdose concerns of vitamin A. Supplementation is not advisable for people that smoke as studies have shown an increased link with certain cancers.

Vitamin A deficiency signs: • Dryness, flakiness and sensitive skin.

• Premature ageing and poor cell regeneration.

The skin is a window into health and what does and does not go into the body will most certainly impact the colour, texture and luminescence of the skin. Combine nutrient rich diet advice with high quality skincare ingredients and you have guaranteed client satisfaction.

For more information on nutritional effects in the skin and to attend a complimentary advanced skin analysis class call Skinstitut 02 94607559 or www.skinstitut.com.au

By Fiona Tuck, Managing Director of Skinstitut Australia.

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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.

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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.

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.

www.aabth.com.au

p18

Getting

New Customers

The Australian Beauty Therapist Magazine

p19

With the financial year just having ended, now is possibly a great time for you to take a moment to review what you achieved last FYr and what you’d like to change for this year.

Just think, you have a whole 11months at your disposal to achieve your new goals.

I

t’s probably safe to assume, you want to achieve better numbers (sales, profit, growth, customer retention, etc) in 201213. So what’s your new number? Do you have one? Go on, write it down. Until you have a firm number, how will you know whether you’re achieving it? Write that number down now. Then pin it up on your wall, big and bold where you see it every day. Great – now how are you going to achieve that??

While you can cut costs and improve operations – you still need premises, product and maybe even some staff. And even if you could cut your costs significantly, there’s a point at which that no longer works. So if you’re going for bigger numbers, you have to focus on building your revenue in a meaningful way – ie: more bodies in salon, more nails, more feet, more faces. And the best way to do that is through marketing outreach.

There’s a commonly cited maxim that it takes around seven contacts with a prospect to convert them to a customer. For some industries though, it could be more (others less) depending on the complexity of the product/service you offer and to whom you offer it. The beauty industry is a very cluttered space and it’s getting harder than ever to stand out.

This phenomenon is explained beautifully by a 1961 buyer behaviour model known as the Hierarchy of Effects.

The premise is that your prospects and customers can’t move forward without their needs being met on each step – so you might need to revisit a step more than once.

Customers can’t like you until they know you/your services and products exist and understand what its going to do – for them.

And, even though they might really like what you’re offering, if they don’t prefer yours to your competitor’s service, they’re not going to spend. On the up-side, it means “no” really isn’t “no” anymore. Rather, it’s more “you haven’t given me what I need to make a decision in your favour yet”.

Sadly though, too many people give up after only the first, second or third contacts.

They quit too early. Every successful business owner knows customer conversion is a process not an event.

The purpose of your marketing contact or touch points (anything the customer interacts with or ‘touches’) whichever tactics you choose, is to move prospects along the steps until your cash register rings with that customer again and again. The only way to make any headway on that process is to plan around those seven touch points or whatever that number is for your business.

However, before you whip out your pen to craft some catchy copy for a new brochure, think about which step you’re trying to conquer. Very few products (or marketing materials for that matter) can conquer all six steps in one go.

Creating marketing communications materials or otherwise without a plan is a little like crossing the rope bridge in an Indiana Jones-esque movie. If you step on the right planks, you progress. However, if you step on the wrong planks, it can be a quick trip to a bad (and often costly) place.

You needn’t fret – a marcoms plan doesn’t mean writing a big report or ploughing through zillions of pages of research. A quick and dirty tactical plan should fit on a couple of pages tops. You could even draw the model above and add a couple of boxes on the bottom of each step for those activities and that would suffice at a push. The important thing is to have one.

The rules of tactical marketing communication planning There are some rules to consider though in your tactical marcoms planning: Decide which customers you’re going after. Are you targeting completely new customers, warm customers, existing customers – which step are they on? Are they men, women, young, old, what’s their nationality, do they have children or pets. The tighter you can make your picture of your ideal customer, the easier it will be to target them.

www.aabth.com.au

p20

Prosp e c t M appin g & C on tac t P la n n i n g customers Desired customer position

Warm Prospects Existing awareness but not yet driven to purchase or only trial purchase

Purchase Potential customers Untapped market

Conviction Build to ‘best’ or at least most appropriate customer choice

Preference

Knowledge Awareness of product or service name

Advertising, web event, media story*

Inform & establish customer need

Website, brochure, sales call*

Decide what they need to know. Make your materials or website all about them and how that important issue they have, can be solved quickly and or easily using your product or service. Don’t give them too much information at one go or you’ll overwhelm them. Always leave them wanting more.

More contact is better than less or none. But as with all things there is a limit. Trying to get through all seven touch points in a week without your customers’ implicit permission and some very clever implementation is just plain scary stalker stuff. That goes double for social media – just because you can, doesn’t mean you should.

Keep everything consistent. Make sure you have a central message aligned to your USP or unique selling proposition (whatever makes you better than your competitors from your customers’ standpoint). Be sure to have that front and centre on every touch point or piece of communication (brochures, media stories, events) and every interaction with your organisation from your signage, website, receptionist, sales staff, invoicing to customer service. Make sure your words, images, tone and materials all ‘say’ the same thing. How many times have you heard someone say they have great attention to detail, yet make errors in spelling. It’s the same with words, meanings, pictures, colours and white space – there are times when it pays to work with an expert.

Do one thing at a time. Unless you have some sophisticated customer tracking abilities and someone with the time and experience to do the analysis, do one thing at a time per group/step level. And put something in place

Like the product or service (or not)

Pre-purchase experience, staff interaction, event*

Must build: value quality performance

Testimonials award wins media stories*

Test drive, trial white paper e-book, seminar*

Leads to sale

Delivery Postpurchase customer love*

Hierarchy of Effects Model

(Lavidge & Steiner 1961) Adapted by K Austin 2003 * Examples only

to track what happens. Ask people where they heard of you or where they saw your Winter warmer (or maybe by the time you read this, your Spring special). And whilst you’re there, make sure your website has google analytics (more on that next time).

Don’t waste your precious time. Set up your tactical implementation process for each step and repeat it for each new customer.

For entirely new customers, count on doing something for each of those seven steps ranging from a phone call, brochure, sample, sales call, thank you card, e-book, webinar/ event invite etc. Create a marketing calendar – know that in November every year you’ll create your pre-Christmas pre-party season special (or whatever works for you) and put it out there.

Try new things - but check to see if they work. There’s no point doing something that doesn’t work over and over.

Create a customer ritual and stick to it. Behavioural scientists tell us that we find comfort in ritual. Ritual cements customer relationships. Celebrate customer anniversaries (theirs and theirs with you), birthdays, etc.

Your rituals might vary from hand written thank you cards, little treats on for every 5th visit, super quick service or driven, passionate service staff. Whatever yours is – deliver it every time – without fail.

Test your assumptions and ask for feedback. Take the time to view the business through your customer’s eyes, make the required changes and watch your repeat business and referrals soar.

Take action, starting now. There’s little point having a plan that sits in the drawer –

even if it’s the most brilliant plan ever written.

The purpose of the plan is to get you to DO something, not spend hours writing a nice, but useless document. Carry out the plan with every customer, every time.

Finally, have fun with it. Quirky marketing communications often work exceptionally well, create great cut-through and very memorable customer impressions – often without breaking the budget. I once ran a ‘free blood plums for blood bank donations’ campaign on behalf of stone fruit growers. It was so weird, we got great prime TV time coverage of a toothless child (and his friends) showcasing the product in a way the client could only dream of. It pays to standout.

Please feel free to drop me a note with examples of what you’re up to or questions that I could answer for you in the next issue.

Don’t be shy – if you’ve got a question, chances are that other salon owners are wondering about it too. Email me at Kristin@ kristinaustin.com Kristin Austin is a marketing & communication strategist and trainer who’s been doing the marketing ‘do’ for almost 20 years for small business, big business and everyone in between.

By Kristin Austin 0415 547 529 www.kristinaustin.com

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To get an up to date overview of the latest and maybe greatest new innovation – fat injections – we spoke to Dr. Chris Moss, Cosmetic Plastic Surgeon, who has a clinic, Liberty Bell, in Toorak Victoria.

The Australian Beauty Therapist Magazine

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The Latest Buzz in the Cosmetic Enhancement arena

Y

es, fat injections have been around for at least 12 years but the way they are done and what can be achieved is very new and ground breaking. Dr. Moss was one of the first doctors in Australia to use fat injections. His methods have evolved greatly over the years.

According to Dr. Moss with the growth and acceptance of dermal fillers, people now have a better understanding and acceptance of volume replacement for their face and yes, even their hands. Using fat injections Dr. Moss treats only the areas that need volume replacement, as we are aware that one of the first signs of an aging face is the loss of volume or fat.

Dr. Moss feels that it is very important that the doctor administering the treatment has

of course, with all the extra knowledge, only what is needed is injected, but in a way that most of the fat remains. The fat itself is either taken from the abdomen, inner knees or hips depending on the areas of injection. This is removed using a very fine liposuction cannula.

Dr. Moss has a very unique way of injecting the fat because the ultimate goal is that the fat develops a blood supply so that it will survive.

He is obviously very successful at achieving that, as he is able to deliver very predictable and lasting results.

Fat injections can be performed alone or as part of a face-lift depending on the aesthetic needs of the patient. Certainly, these days Dr. Moss would rarely do a facelift without using fat injections at the same time as loss of volume and skin laxity are the two main

injections. Although in some states of the USA where fat injections are very popular, the term stem cell face lifting is banned as the results do so depend on the patient’s own body physiology and the medical boards feel therefore this term can be misleading.

Dr. Moss feels that the beauty therapist can play a big part in the result of fat injections for his patients. The patients who do the best are on good skin care regimes with regular treatments such as microdermabrasion and peeling. Such treatments will provide a deep exfoliation in preparation for surgery by improving blood circulation. These treatments also help with healing. Beauty therapists should understand that the fat injections will build on the results that they can achieve so that the patient is the one who benefits the most.

fat injections are one of the definite cosmetic enhancement procedures of the future a great degree of knowledge in anatomy and physiology of the face so that only the right amount of fat in exactly the right place is injected. There are areas of the face, which contain defined fat pockets. These are the areas where deflation occurs with aging. The areas, which deflate, vary between individuals but are most commonly in the upper face. These areas include the mid cheeks, the areas under the eyes, the temples and the upper eye bony rim.

Hollowing in these areas creates a tired looking face with dark circles, tear troughs, hollow upper eyes and sunken flat cheeks. Typically in the early era of fat injections, areas were blown up greatly thinking that a lot of the fat would dissipate. This did not always happen so there were some very unnatural looking results. Now,

problems that need correcting.

For lip enhancement, Dr. Moss will do the fat injections from young adult onwards. For volume replacement, most of his patients are from 40 upwards.

Well-performed fat injections produce a sustained and long lasting improvement. They can also induce an improvement in facial tissue and even skin quality.

The latest method of performing fat injections is also able to transfer live stem cells along with the fat. How many of them take really depends from person to person but when they do take the facial improvement not only last but they get better over time.

Hence the term stem cell face lifting has been adopted by some practitioners of fat

Most people may only ever require one lot of fat injections but this definitely depends on their own body and how it breaks down the fat said Dr. Moss. If a second lot of fat injections are required they can be performed from 3 months after the first lot of injections as by that time the fat previously injected will have stabilized into its sites.

Dr. Moss feels that fat injections are one of the definite cosmetic enhancement procedures of the future and the effects of the adult stem cells that the fat contains could well be the key to total skin rejuvenation.

By Ms Ricky Allen BSc. CRN. Dip. PA Mob 0412 700 720 Rickyall@tpg.com.au

www.aabth.com.au

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1-2-3 Guide

to Beautiful Brows Eyebrows frame the eyes and maintaining your brows and having them shaped should be an essential part in any beauty routine

H

ave you ever noticed how plain a picture is without a frame? The same can be said about eyebrows if they do not frame the eyes properly. A beautiful eyebrow can completely change the way a person looks and one of the first steps in eyebrow shaping is the alignment of the brows.

There are three crucial points: the START, the ARCH and the END point. All of these points help form the end resulting shape of the brows.

Let’s look at the START point firstly (see figure 1). The start point is one of the points that a lot of eyebrow shapers get wrong and if this occurs the rest of the brow will always look out of balance. In most cases you can find the start point by using a specialised brow ruler and positioning it upwards from the edge of the nose or the middle of the nostril if the nostrils are pronounced. This will only differ if the eyes are wide or close set.

The next important point is the ARCH (see figure 2). The arch determines where the highest point on the brows should be. Even

if you want to achieve a flatter or rounded brow, there still should be a highest point in the brow shape. The arch can be determined in a few ways, but the universal method is using specialised brow ruler and positioning it from the middle of the top lip (the cupids bow) and extending through the pupil (centre) of the eye. Make sure to get the client to look forwards and straight ahead when you are finding this point. You can even mark this point with a white eyebrow pencil so you know where the arch should be. If the client has a high forehead the eyebrow can sometimes be brought up a touch higher to help the forehead not seem so large. Ensuring the arch is correct can also give the eye a brightening or lift effect with many people saying that a good brow shape is like having a mini-facelift. If the client has a small forehead, the same effect can be achieved by ensuring the arch is a little lower so it gives the illusion of more space on the forehead area.

The END point on the brow is found by

extending the specialised brow ruler from the centre of the top lip past the edge of the eye (see figure 3). Where this sits on the brow bone is where the eyebrow should finish.

The key to eyebrow shaping is ensuring you accentuate or minimize the ‘natural’ brow shape. We are all born with the shape that suits us and if shaped according to these factors we can all have eyebrows that are perfect just for us.

By Liz See, founder of Get Threaded (a global business specializing in the ancient art of threading, copyright owners and the only registered training organisation in Australia to deliver Certificate II in Hair Removal (Threading), The Eyebrow Experts (a beauty blog and online training all about eyebrows), Get Mineraled Cosmetics (the largest range of brow makeup in the world) and The International Institute of Excellence (recognition for professionals). Find out more: www.getthreadednow.com

11 & 12 august 2012

Australia's largest spa and beauty event

the latest from

Algologie, Bodyography, Caron Laboratories, Comfortel, CND, Dermalogica, emendee, Jane Iredale, Gorgeous Cosmetics, LYCON, Minx, OPI, Pelactiv, Switch Funky, Youngblood AND MANY MORE...

plus experts galore

Photo - www.andrewmaccoll.com

INCLUDING International Makeup Artists Rae Morris, Megan Armfield, Nigel Stanislaus and Liz Kelsh, International Nail Artist Sam Biddle, Brow Artist to the stars Jazz Pampling, former Prada and Chanel manager Melinda O’Rourke, threading expert Liz See, Futurist Mike Walsh, Caroline Nelson, Jaclyn Hughes, Elly Lukas Beauty Therapy College and Philip Fernandez

register

now

www.internationalbeauty expo.com.au

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p26

The A perspec c With DR DES FERNANDES, World renowned plastic

I

t was some 12 years ago the AABTh first met Dr Des when we hosted a day at the Grace Hotel in the Sydney to introduce Environ onto the market of professional salon strength products.

It was again a great pleasure to introduce Dr Des at a recent Environ information day for salon owners and employees, along with all the staff from Sensa Skincare Pty Ltd. (Distributor of Environ in NSW and ACT).

Dr Des talked about the first time’s in the history of mankind that have changed the world and the world of skin care, and taken us to the heights that we now take for granted, some of which were The first kidney transplant, first color TV sells for $1000, The use of the first Polio vaccines, The Boeing 707 stars flying, The first Burger King opens.

• 1954 the very first time in the history of mankind that a wrinkle is reduced by Vitamin A using the cosmetic version retinyl palmitate but the information is ignored.

• 1985 the first time that Kligman reports that a wrinkle is reduced by Vitamin A using the medical version retinoic acid.

• 1959 First time that solar keratoses are treated by Vitamin A using retinoic acid.

• 1976 The first time that Dr Des used retinoic acid to improve acne and scars, Dr Des notices that patients develop beautiful skin.

• 1982 First time Dr Des uses retinoic acid on his own face to try and get beautiful skin for a life time.

• 1985-86 First time Dr Des reads that enzymes change retinyl palmitate into retinol, then

retinaldehyde, and finally into retinoic acid, the version that works on the DNA. • 1988 It is first officially recognized that nicotine has the same addictive properties as heroin and cocaine. In 1988 no one spoke about free radicals and free radical quenchers or scavengers or antioxidants.

The very first time in the history of the world that a cosmetic product is used to improve photo-ageing of the face. Dr Des makes that cream and gives it to his patients.

• 1991 Environ launches the world’s first sunscreen laden with broad-spectrum anti-oxidants for protection from free radicals caused by UV-A. • 1992 Low concentration acid creams are used for peeling to rehabilitate cells instead of killing them. This revolts against the concept of heavy peeling.

• 1994 The very first time low concentration acid creams are used for treating problem skin and scarring on the body. First time low concentration acid creams shown at a medical conference to be effective for removing wrinkles.

• 1994 The very first time in the world that iontophoresis was used with a cosmetic, to minimize a scar, in a medical scientific way.

• 1996 The first time in the world that iontophoresis was used scientifically for using a peel using a pH 3. The first time low frequency sonophoresis was reported by Migratory as amazingly superior to ultrasound to enhance penetration. The first time needling

is done for treating wrinkles as well as scars.

• 1998 The very first time in the world that iontophoresis and low frequency sonophoresis (The Ionzyme DF machine) was safely used with a cosmetic on a client to reduce photo damage. The very first time in the world that a skin care therapist could achieve results that rivaled the results achieved by dermatologists using machines costing 100,000 Euros.

• 1999 The very first time in the world that Ionzyme DF machine was safely used by a skin care therapist using cosmetics on a patient with a medical condition. 1999 Environ launches the first peptide product the Environ Original Eye gel (now called the AVST EYE GEL).

• 2003 First publication about value of peptides versus retinol.

• 2010 The first time Environ products independently tested in Germany for the power to block free radicals.

Dr Des then took questions from the audience who were mainly beauty therapists.

He talked about the current trends coming from overseas that would influence us; and how Australian women could look after their skin with the aid of a good salon product; why we need to use machinery in treatments; and the age old question of how we can sell products to our clients – as we know we need to be able to sell the products especially if your client is investing in salon treatments. 80% of your sales should come from products.

By Coleen Shaw, AABTh.

The Australian Beauty Therapist Magazine

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First Time ctive c 2012 surgeon, author and founder of Environ.

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The Truth about Tanning B

ut with the growing cases of cancers and damning media reports, people ran from the sun right into the arms of a therapist, who could give them the same golden glow without the risk. Now the key ingredient to all spray tans, DHA (dihydroxyacetone), has come under fire.

Reports that it may cause genetic alterations and cancers sent everyone into a tail spin, and calls for going back to the white age. The question now is, what is the best way to get the golden tan?

All recent reports point out that long term, overexposure to UV tanning can cause damage to the skin. It can dry it out making it look old and weathered. In September 2007, under much sensationalized media coverage, young Clare Oliver passed away from a Melonoma.

In these much publicized media reports it was said that her use of Solariums was a major factor in the reason why she developed melanomas. Whether this was actually proven true or not, this in turn caused a huge uproar against the solarium tanning industry and lead to stricter uses of the solariums and in some states even having to get a license for the use in a salon. The Government has since this time, now decided that, in most states, solariums will be banned from the end of 2014. Although the government has no control over people going into the sun it has decided to control the use of the solariums. Mind you, controversially, cigarettes, the biggest preventable killer of Australians every year, are still sold throughout Australia without any call for banning them.

These new policies regarding the UV industry that are now in place saw the spray tanning industry boom. But recently, media reports from the USA targeted the main ingredient in tanning DHA. Claims have arisen that DHA may cause genetic alterations by making changes in the DNA. Or that they may even cause cancers. The FDA (US Food and Drug Administration) and the TGA (Therapeutic Goods Administration) have approved DHA for use in the beauty industry. In the spray tanning industry the spray-on tanning formula attaches to the horny layer of skin, just as in rub on tans. What you must be aware of though, is that, although the reports that have come through are quite damning, there are huge amounts of speculation and

The Australian Beauty Therapist Magazine

p29

There was once a time when you would spend hours in the sun or solarium, to get that perfect golden brown colour, without a worrying thought about Melanomas and Skin cancer. sensationalizing attached to these reports.

Long term conclusive tests or studies amongst humans have not been carried out to back up these claims and have not been actually tested and so have not yet been proven. So it remains purely speculative at best.

But what seems to be the main problem and the reasons for concerns by the doctors in these media reports is the possible inhalation of the product and the absorption through the mucus membranes found in the nose and eyes. As mentioned, despite inconclusive tests and the associated sensationalizing of them, one could start to imagine the emphasis would be on spray tanning delivery methods involving unmetered, total saturation methods that also take place in environments where there is no immediate escape for the solution thus, perhaps, increasing the chance of inhaling the product. Recent test reports indicate automated booths may provide just this environment. *DirectorateGeneral for Health & Consumers, Scientific Committee on Consumer Safety – OPINION ON Dihydroxyacetone.

So what is the best way to get a tan with minimal risk?

Recent scientific reports and media coverage point to the fact that overexposure so often associated with solariums and the sun may cause skin cancers and melanomas in some individuals. So millions throughout the world have turned to the sunless tanning industry. In this domain clients have a choice of the older, but reasonably effective, rub on tan. There are some excellent products out there ranging from light, gradual, tan builders to dark foams, through to really heavy contest tanners. Then there is now the perennial favourite throughout the world in Spray Tanning. Spray tanning offers great cosmetic advantages for the actual client. It is applied by skilled therapists who can apply just the right look and colour for the client in a perfect all over tan.

Of course, in places like the USA where law suits are common, the fact that the client is not touched in any way by the therapist to apply the tan goes a long way to making this therapy so popular. It is so un-evasive.

And it is universally accepted as a better

alternative to UV tanning. But what should we make of all these media reports regarding DHA in tanning. Well the emphasis is on safer application and minimising of inhalation. As mentioned, despite no actual current scientific and conclusive tests on any of these claims to humans, it would only be natural that you want to protect your clients and staff as much as possible. Rather than panic and no longer offer these ever popular therapies, consider the adoption of careful management techniques to ensure you make your working environments the safest possible.

Just as other industries like nails, laser and dermabrasion have adopted greater safety measures over the years, it is time for the sunless tanning industry to adopt reasonable safety changes too. Here are some worthy ideas for all salons to consider: • Try to avoid enclosed tanning environments which have little or no extraction of over spray. Preferred by many now are the booths that provide a hand held applicator and extraction fans to minimise overspray and thus inhalation.

• Ensure your staff are well trained in the latest spray techniques that totally minimise overspray. SunFX and many other companies have long offered training techniques that keep the therapist extremely close to the clients body resulting in a perfect tan, but with the absolute minimum solution used and overspray created.

• Find an approved spray tanning system.

Although you may think that all spray tanning systems are the same, they can be extremely different. Originally the spray tanning systems were made out of compressors and a gun which was manufactured to spray paint fences. These systems are still available today and can cause a lot of overspray. Plus it would be good to check to see if your system is actually approved in Australia. Any manufacturer or wholesaler should be able to provide the appropriate approval certificates. Also, finding a quality system that is designed specifically for the spray tanning industry can cut down dramatically on the overspray which in turn means less wastage and also inhalation of the product.

• Ensure the room is well ventilated or use an

extraction box and clean the filters regularly.

Remember with HVLP tanning, the overspray will drop down. So using a floor standing extraction box will work the best.

• Protect your staff. Although they are the one who is doing the spraying, they are still in the room and may still inhale the product.

Companies such as SunFX have long recommended measures to ensure the best environment for the spray therapist. Ensure you have available a face mask that protects their nose and mouth and also glasses to protect their eyes. Provide either a ventilated booth or a well ventilated tanning area.

• Protect your client. Although these items may not be asked for, it is always better to have them on hand in case they are requested and worth considering if the client has concerns regarding the latest media reports. Even if their use is limited to the time to spray their facial area.

Eye Protectors – to protect the mucous membrane around the eyes Nose plugs – to minimise inhalation of the spray tanning solution or to at least hold their breath while spraying the facial region Lip Balm – to protect the mucous membrane around the mouth area Disposable underwear – if the client wished to protect the sensitive membranes around the nether region It also helps to choose a spray tanning solution that is all natural. Remember, an interesting point is that to be certified organic, the product is not necessarily 100% organic.

Check with those making the claim that all of their ingredients, including their DHA, is certified individually as organic. Choose a solution that has no alcohols, perfumes, parabens or artificial preservatives. The less ingredients that are in the solution, the more likely it is to be better for your body. There can be some very intense tanning solutions containing cocktails of chemicals that are not necessarily conducive to safer tanning environments. If you are unsure of any of the ingredients in your solution then call your supplier and inquire as to what they all are.

Happy tanning to all!

By Kim Fitch, SunFX.

SORRY THE WORLD’S BEST SPRAY TANNING EQUIPMENT WON’T BE AT THE SHOW Unfortunately the world’s best spray tanning products and equipment won’t be at this year’s expo. But you’ll still be able to get the world’s best tanning equipment and our much loved, 100% natural tanning solutions by simply calling us directly on 1300 132 005 or 02 6260 1622.

So you won’t really miss out at all, because this year the tens of thousands of dollars normally invested on the show is passed on to you, our valued clients.

SUNFX THE WORLD’S NUMBER 1 PROFESSIONAL SPRAY ON TAN www.sunfx.com.au

www.aabth.com.au

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Advertising Feature

COSMOPROF ASIA is getting ready for its 17th edition

14-16 November 2012 – Hong Kong Convention and Exhibition Centre

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osmoprof Asia, the most important event in the Asia-Pacific dedicated to the beauty industry, will open its 17th edition at the Hong Kong Convention and Exhibition Centre from the 14 to 16 November 2012. This event provides a global meeting place and networking platform and its steady growth over the years is evidence of its indisputable influence in the sector.

Positive figures for the 2012 edition: an exhibition area of 74,000 square meters, more than 1,800 exhibitors, and over 48,500 visitors from all over the world.

Beauty Salon sector will be expanded to Grand Hall On top of the 480 beauty salon exhibitors seen in 2011, larger exhibiting companies will be accommodated through the addition of the Grand Hall in 2012. The launch of this dedicated area is in response to the increasing number of exhibitors from Beauty Salon sector. Leading to this new hall will be the “Grand Hall Avenue”, where the main stage is located to feature a mix of live events including nail competition, product demonstrations by exhibitors offering the latest trends and technique in aesthetic, nail art and professional make up etc.

Truly international participation Many pavilion organisers have already confirmed their participation in Cosmoprof Asia 2012: Australia, Belgium, Mainland

China, France, Germany, Hong Kong, Israel, Italy, Japan, Jordan, Korea, Pakistan, Poland, Singapore, Spain, Switzerland, Taiwan, Thailand, Turkey, UK, USA and the inaugural Canadian and Brazilian group participation.

No other event in the Asia-Pacific brings together as large an international gathering.

International Buyers Programme To open up new business opportunities, the five-year old “International Buyers Programme” offers exclusive opportunities to forge new strategic alliances in all sectors that make up the beauty value chain.

Australia, Mainland China, India, Japan, New Zealand and Russia will be the focus buyer markets for the International Buyers Programme at Cosmoprof Asia 2012.

“Focus on” learning at Cosmoprof Asia Every year, Cosmoprof Asia offers up a skillful mix of business and training, complementing the show floor with a rich program of conferences, technical seminaries and events. In 2012, the following has been planned: Focus on Hair. “Asia Hair Masters Association Summit 2012”, an initiative by AHMA to reach out and educate hairdressers across Asia. The two-day event will feature the AHMA Hairstyling Award Finals, hair show and seminars. A must-see event for the hair professionals!

Focus on Spa and Beauty. With the growing worldwide interest in the wellness industry, the 5th edition of the “Cosmoprof Asia Spa Conference” is not-to-be-missed as renowned experts of the Spa & Wellness world meet to discuss new spa trends and the business implications.

Focus on China. China has long represented an attractive market for many companies and luxury brands. However, not everybody understands the cultural dynamics and complex regulatory environment, nor has the right know-how to establish a sound position in this vibrant market. Cosmoprof Asia will present 2 not-to-be-missed seminars: “International Cosmetic Conference 2012 “Grow your business in China” and the “How to enter the Chinese Cosmetic Market – Analysis of New Regulations and Introduction of Important Regulations” Seminar.

Focus on Japan. The Land of the Rising Sun is particularly interesting for the beauty industry. A dedicated seminar will review statistical analysis, actual business cases, and the needs and preferences of the Japan consumer.

Focus on Packaging. “Discover the Packaging World” seminar will cover topical issues such as cosmetics & sustainable development, eco-design, current status and prospects as well as consumer perception.

For fair details and visitor pre-registration, please go to www.cosmoprof-asia.com

14TH - 16TH NOVEMBER 2012

HONG KONG CONVENTION & EXHIBITION CENTRE

THE BEAUTY GENERATION

COSMOPROF ASIA (17TH EDITION): THE DEFINITIVE BEAUTY TRADE EVENT IN ASIA Highlights 2012: • More than 1,800 Exhibiting Companies • 74,000 sqm of Exhibition Area • Over 48,500 Visitors expected from All Over the World • 23 Country and Group Pavilions

2012 Spotlight Event:

BOLOGNA | HONG KONG | LAS VEGAS

Grand Hall Avenue Visit the “Grand Hall Avenue” to experience the latest in make-up, nail design & beauty treatments.

Hong Kong Professional Nailist Union Competition 2012

Organised by:

࡝೑ Hair Event: AHMA Hairstyling Award Final 2012

Organised by:

Seminars: “Discover the Packaging World” Seminar

Media Partner:

Cosmoprof Asia 2012 SPA Conference

Media Partner:

International Cosmetic Conference In cooperation with 2012 - “Grow your business in China”

“Focus on Japan” Seminar

In cooperation with

Supporting media:

Stay tuned to the fair website for event update!

PRE-REGISTER ONLINE FOR FREE ADMISSION:

COSMOPROF-ASIA.COM (until 8 October 2012) The Fair is for trade only. Visitors under 18 will not be admitted

Organiser - Cosmoprof Asia Ltd Sales Office Asia Pacific: UBM Asia Ltd - Hong Kong - ph. +852.2827.6211 - cosmasia-hk@ubm.com Sales Office Europe, Africa, Middle East, The Americas: Fairsystem s.p.a. - BolognaFiere Group - Bologna - Italy - ph. +39.051.28.28.48 - fairsystem@fairsystem.it Marketing and Promotion: SoGeCos s.p.a. - Milan - Italy - ph. +39.02.796.420 - sogecos@cosmoprof.com

www.aabth.com.au

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CIDESCO News

Welcome to Zurich, Switzerland 13th-15th October 2012

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IDESCO International is holding the CIDESCO World Conference in Zurich, Switzerland between the 13th and 15th October 2012.

This event is an exclusive member’s only educational conference. A CIDESCO Examiners Workshop and Schools Meeting will be held in the mornings of the 13th and 14th October respectively. During the afternoons, international speakers will lecture at the Swissôtel Zurich on a variety of interesting topics relevant to

Beauty Therapy. These lectures will be attended

by CIDESCO Members Sections, Accredited Schools and Beauty Centres, CIDESCO Examiners, Educators and Professional Beauty Therapists ensuring that CIDESCO members received the most up-to-date training available.

On the 15th October, the CIDESCO General Assembly will culminate the Conference which will be attended by 32 invited International Section delegates.

On the evening of the 13th October, a

Cocktail reception will be held at the CIDESCO International Head Office in Zurich to which all invited CIDESCO delegates can attend.

The night of the 14th October will be a traditional Swiss dinner attended by invited delegates at the Zunfthaus zur Saffran (Guild of Saffron – the oldest craft guild in Zurich with a restaurant) boasting views of the Town hall and the Limmatquai.

Further information can be found on the CIDESCO website at www.cidesco.com

The Australian Beauty Therapist Magazine

p35

The National School of Aesthetics, Christchurch, NZ.

C

hristchurch, New Zealand, was once one of the most beautiful cities I had visited during my examination assignments for CIDESCO. It is still beautiful with all the trees and parks, but sadly since the earthquakes many of the old iconic buildings were either destroyed or partially destroyed. As we saw on the television the two main cathedrals in the city centre suffered extreme damage.

However, out of this adversity, is one of many success stories of which I had the honour to be part of. CIDESCO assigned me to examine the students at The National School of Aesthetics (NaSA). I had been there one year before the earthquake to examine in what was a very well equipped school. As the building that the school occupied had sustained quite a bit of damage the owners of the building decided to demolish rather than renovate.

That of course meant that the owners of NaSA had to very quickly search and relocate.

A building was found; a warehouse that had office space on the ground and mezzanine

floors. This allowed the owners, Don Kendall and Noel Turner to redesign a facility that is VERY workable, plenty of space for the workrooms, a wonderful student rest and study area with outlets for laptops, and the teachers’ office with extensive space. During the period of time this rebuild was going on, the school still operated from somewhat small premises and at times difficult circumstances.

At the beginning of 2012, the new training facility was completed and equipped with new equipment as much had been damaged in the earthquake. A special opening by the NZ Prime Minister, Mr John Keys was like the proverbial “icing on the cake”. What a proud moment for all concerned, the Owners, Principal of the College, Tutors and Students alike. Classes were being conducted on the day of the opening and Mr Keys was quite happy to sit and take instruction from a student to perform reflexology and he took interest in the studies the school offers.

The exams I conducted on behalf of CIDESCO were held on June 22 and 23. Upon completion

of the exams I was able to congratulate the students on their success after the difficulties they had experienced whilst the new facility was being built. Of course, after 1200+ hours of hard work and study, the staff and students were elated with the results.

Three students then took the Electrical Epilation exam. The work that these students performed was of a very high standard. Upon hearing their positive results, there were tears of joy and relief.

Don Kendal and Noel Turner need to be applauded for their perseverance and commitment to the ongoing education in the beauty industry in the south island of New Zealand. How easy it would have been to just close the school and retire. No, they considered the teachers and students who would have been displaced.

CONGRATULATIONS National School of Aesthetics, Christchurch, NZ.

By Narelle Blinman, Cidesco International Examiner and AABTh Committee member.

Reconstruction assistance for areas hit by the great East Japan earthquake: bringing back smiles to the people

O

n 11th March 2011, at about 2:46 p.m., a magnitude 9.0 earthquake centered offshore of Sanriku occurred, and the tsunami triggered by this earthquake inflicted catastrophic damage to the prefectures of Iwate, Miyagi, Fukushima, Ibaraki and Chiba along the Sanriku coast and the Kanto region including the Greater Tokyo area.

In Tokyo, where our school Kokusai Hair Dressing and Beauty Art Vocational College is located, we felt a powerful quake which none of us had experienced before. Land liquefied, leading to traffic chaos, and so the most of us could not go home and stayed at the school that night.

It has been over a year since then, but the Tohoku district (Northeast Japan), the area hardest hit, has just taken the first step towards reconstruction. As a school, we thought about what we could do to help them and decided to do volunteer activities during the summer vacation, hoping to “bring back people’s smiles to the disaster area.”

We chose Rikuzen-takata city in Iwate prefecture, which was severely affected by the great tsunami.

Many of our students wished to participate in the volunteer work, and 29 people consisting of 20 beauty therapy students and nine staff were chosen as an advance team.

To make the people in the disaster area smile again, we planned with meticulous care and decided to provide facial massage, hand and foot care at five venues in Rikuzen-takata city.

So many people cooperated and co-hosted

with us during the preparation, and we packed all the necessary treatment items--cot beds, stools, towels and products together with our own necessities including sleeping bags. We set off for four days.

We will never forget the sight from the windows of the bus on the way to the gyms and community centres where we gave treatments. The land has nothing left on it as a result of the tsunami which spread all over and took everything.

In six months, all the wrecks were collected and piled up high, and grass grew tall on the land where there seemed to be many shops and houses previously.

When we saw skeletons of lone standing buildings, hollow apartments and debris hanging from trees far away from the coast, we were reminded that those were all traces of the great tsunami. It came this far and took so many things away in a second. The view, which makes everyone speechless, was outspread before us.

The participants were divided into five teams and provided treatments, mostly facials and foot and hand massage, to the afflicted people coming one after another.

We only could do short, very simple massage, but the afflicted people gave us many words of appreciation: “This is the first time I could relax after the earthquake.

Thank you very much”; “My face, body and mind were refreshed and cleared”; and “I felt comforted after so long with kind warmth of hands.” Students’ tense and uneasy faces were brightened up in a moment.

On the second day, we could listen to the stories of the people more than we did on the first day. Very impressive ones were: “After the earthquake, the tsunami did not look like a wave but a huge, black wall with a cloud of dust, chasing us and taking everything into it”; and “I believe that God chose this land as a disaster area, because he knew about our people’s strong bond in Rikuzen-takata.”

We could realize through the words, “You have to say what you want to say now without counting on tomorrow” by those who lost everything but were still smiling cheerfully.

Everything we take for granted in daily lives needs to be appreciated.

During two days in five venues, we could work on 353 people, and the students gained lots of experience that could not be taught in class. Also, the many words of appreciation and smiles from the people reminded them of what aesthetics can do and made them proud and confident to be on the road to being a beauty therapist.

For our volunteer activities, so many people cooperated and assisted us incuding the local people to whom we would like to convey our gratitude. We also strongly felt the importance of the bond between people. Through these activities, we all could ask ourselves “what is the most important thing for a human being,” and it was an incomparable experience for us.

We will continue to assist the reconstruction for the Tohoku district.

By Matsumi Aoki, Teacher of Kokusai Hair Dressing and Beauty Art Vocational College, Tokyo.

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Advertising Feature

The Ageing Process and GernĂŠtic

The Australian Beauty Therapist Magazine

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What is happening to our skin as we age?

A

nd what can a skin care do about it?

Good questions and Gernétic has the answer for many of the changes that occur at the Epidermis, Dermis and Hypodermis levels of the skin.

Epidermis level 1. The rate of cell replenishment declines: As we grow older mistakes occur in the daily cellular reproduction and a larger percentage of our cells become useless.

Increased damages to DNA leads to accelerate cell death rate.

Cell life becomes shorter, the number of skin cells decreases, which results in our skin becoming thinner resulting in a poor protection against foreign and armful molecules.

On the opposite, keeping our skin cells living longer gives a thicker, glowing epidermis and a better protection against foreign molecules.

2. The activity of the Langerhans cells decreases: These cells are part of the immune system of the skin. They recognize extraneous agents thus protecting the skin from external aggressions.

3. The activity of the sebaceous glands diminishes: This causes a decrease in the lubrication of the epidermal layer and the capability of the skin to retain water, resulting in the appearance of fine lines.

Gernétic’s Answer By brining the most important nutritive molecules to the skin with the Synchro and Cytobi creams, the cells become healthier and live longer, the DNA is protected and mistakes are less likely to occur when they reproduce.

The nutritive molecules in these creams increase the skin immunity and protect the Langerhans cells.

Synchro and Cytobi balances the activity of the sebaceous glands, avoiding dryness and appearance of fine lines and dehydration.

Dermis level 4. The energy producing capacity of the mitochondria declines: The mitochondria are the power stations responsible for producing the majority of energy in the cell.

It appears that mitochondria are the first cellular system to degenerate. As a result, cells become less metabolically active, which impairs cell growth and division.

5. Degeneration and fragility of the capillary walls: Small blood vessels that supply the skin loose their strength and elasticity resulting in a slowing down of the micro-

circulation, starving the skin of nutrients.

An expertly balanced mix of 8 essential amino acids, Vitamin PP and E in Veinulo Special plus serum relives capillary fragility and restructures capillary walls.

6. The antioxidant defence system becomes less efficient against free radicals: A free radical is an unstable and isolated oxygen atom with a single electron keen to pair up with other molecules.

When free radicals bind with molecules within skin living cells the ensuing oxidation causes functional damage. By attacking the cell’s DNA, free radicals destroy the cell.

Free radicals attack the collagen structure causing fibres to bundle and to randomly cross-link.

Elastin begins to lose its spring and fine lines and wrinkles appear.

This also damages the integrity of external membranes, decreasing the skin’s capability to retain water in the dermis.

7. Inflammation: Inflammation is a vital defence mechanism essential for our survival and yet it seems to contribute to our ageing.

As it turns out, ageing is associated with the increase of these unwelcome forms of chronic inflammation. Chronic inflammation contributes to the ageing process as it floods tissues with free radicals and promotes the destruction of normal cells.

8. Lowered level of the catalase enzyme: Catalase is an enzyme found in a cell organelle called peroxisome.

Catalase decomposes the hydrogen peroxide produced during the oxidation of fatty acids by the cell, preventing it from harming the cell.

9. Degeneration of the fibroblasts and lowered production of collagen and elastin: A fibroblast is a type of cells that keeps up the extra cellular matrix of the tissues.

Their main function is to maintain the structural integrity of connective tissues.

Fibroblasts produce collagen and elastin fibres: when needed, fibroblasts replace broken collagen and elastin fibres with new ones.

As we age the skin’s ability to replace damaged collagen diminishes, so gaps and irregularities develop in the collagen mesh.

Collagen fibres do no stretch very well. In fact one of its functions is to resist stretching and provide structure.

Scar tissues are composed of collagen fibres.

Elastin fibres are the rubber band responsible for the spring of young skin.

Fibroblasts degeneration eventually leads to wrinkles and loss of dermal elasticity.

10. Decreased synthesis of procollagen and proteoglycan in extra cellular matrix: The extra cellular matrix is the largest component of the skin that gives it its unique properties of elasticity: the decreased synthesis of procollagen and proteoglycan results in the degenerative changes that occur in human skin during ageing.

Gernétic’s Answer The Serum: Mito Special Plus, increases the mitochondrial metabolism, cellular respiration responsible for the production of the ATP (cell energy).

The Vasco cream allows a better microcirculation, increases capillary elasticity and strengthens capillary walls.

The synergy and super nutrition in the Synchro and Cytobi creams like vitamins A, C and E have anti- oxidant properties and protect cells from free radicals’ damage.

These creams also contain anti-inflammatory compounds with soothing, healing and regenerating properties. Their nutritive properties reduce oxidation of fatty acids and preventing future damage to cells membranes.

The Marine Ger-Lift cream is extremely effective at preventing degeneration of the fibroblast by enhancing fibroblast to produce collagen and elastin fibres. It stimulates and assists fibroblasts production of collagen and elastin.

And finally the Serum: Cells life, nourishes and revitalises skin, accelerates the restructuring of collagen and elastin and increases proteoglycan synthesis in extra cellular matrix.

Hypodermis level 11. Loss of facial muscular mass: The muscles in our face are weakened by poor nutrition, weight loss and age.

Moreover, as we move around in an upright position, our skin is affected by gravity.

Loss of facial muscular mass reduces the skin’s tautness, causing its sagging look.

Gernétic’s Answer Myo/Myoso cream prevents sagging of the skin by tightening skin muscles and improving sub-cutaneous tonus.

Please contact Gernetic now to arrange a free demonstration in your salon and experience Gernetic’s incredible results for yourself. Call 02 9452 6230, email info@gernetic.com.au or visit www.gernetic.com.au Keep up with the latest Gernetic news at www.facebook.com/Gernetic.

www.aabth.com.au

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The Australian Beauty Therapist Magazine

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Top 10 tips to keep clients loyal and long term Client loyalty is essential for a successful salon business, not only for cashflow and growth, but for a salon that wants longevity and profitability.

T

here would be little reason to actually go into your own business if you didn’t want it to be successful and bring you in an income, to give your family a better life and live the future of your dreams.

But...there are many salons that find it very challenging on a daily basis to not only get clients through their doors, but to keep them, and this is such a vital element to your salon.

Loyal Clients Are The Backbone Of Your Business Why is it so important? It takes a lot of time and effort to get a client through the door. All the effort you put into marketing, promoting, advertising and client relations all takes time, money and effort. If you are going to this effort, wouldn’t you rather the client you eventually get into the salon become a raving fan for you?

I’d like to show you 10 ways to keep your clients returning, keep them loyal and turn them into the best referral system for your salon.

You may be expecting me to share various marketing tips or strategies to rebook a client but it is my belief that the way you treat a client, the EXPERIENCE you give them, is the KEY factor in whether they will return to your salon or not. Therefore many of these tips are about the experience you can offer a client from the time they discover you until the time they leave the salon, and then some. And yes, of course your marketing is important as is the way you approach your clients for rebooking and you will find these strategies here also.

Let’s have a look at the 10 tips I have to share with you: 1. Greet them with a big CARE factor.

This may seem basic to many of you but how many salons or businesses have you been into where the way you are initially greeted is far from welcoming. It will make a huge difference to how the client (prospective client) feels before they even get started with you as their service provider.

The initial greeting is via phone as well as walk ins. I like to include these areas in the salon procedure manual so the clients will experience the same great welcome by all staff members – new or old.

Points to note: Eye contact, conversation, smile, listen and be interested in the new client as well as the regular client.

2. Talk to them with interest. Be interested. Ask your new client about themselves. Ask them what they like and what they don’t like. Ask them about their lives, work and family and get a feeling of what they would love to talk about the most when they come to visit you. THIS will make an impact. THIS will be more important than you can imagine, not only to you but to them as a client.

Once you become a ‘robot’ with the way you speak to your clients, you will lose their respect and their attention. They can get that type of service anywhere- make YOUR SERVICE special, make it personalised and they will be eager to return.

3. Give them the service they came for.

This may sound like a no-brainer but let’s

be honest here. How many times have you gone to a business for a particular treatment they have said they do and then they don’t deliver? It happens!

Don’t let this be YOUR business. Deliver what you say you do, every time. Actually...deliver more!

Your marketing message is what will attract clients to your salon. The words and offer are what the client has resonated with and when they book in to see you this is exactly what they are expecting. If they do not receive what they came for, chances are they will not wish to return and worse- they will have negative feedback. We all are aware that one negative comment will go much further than a positive one so I encourage you to massively over deliver what you have promised in your marketing message. Give them an experience they were not expecting, as well as the one they were.

4. LISTEN to the client as they are having their service. Keep alert and look for ways to help them with any other challenges they may be having that you can solve. This may be nail related, beauty related, product related or may even be personal and they need to simply vent or talk with you about it. By being a trusted confidante, it not only assists them in some way personally but it may also mean an up sell in services and extra income for you.

People want to be heard and often there is no one there for them to really share. Opening up to a ‘neutral’ person is common at salons and if you are aware of this and prepared to be that ‘neutral, understanding ear’, you will have clients returning regularly.

www.aabth.com.au

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Get the correct marketing and message in place to attract the clients to you and then it is up to you to create the experience they want to come back to you for 5. Offer and deliver the BEST SKILLS and service every time. Up to date skills are vital if you want to have clients returning. Their service must be of the highest standard every time and this means gaining constant education and training updates throughout the year.

The product suppliers with whom you deal will most likely have regular training available for you to take part in. Ask them or find out about other skills trainings that you can attend. Trade shows and networking events are a great way to increase skills and knowledge too while meeting new and interesting industry professionals that will give you ideas to enhance your salon experience and undertake further training thru a Registered Training Organisation (R.T.O) 6. REBOOK before they leave. Encourage the client to rebook before they leave so they can ‘lock in’ the exact time and date that THEY want. The most convenient one for THEM. This way of approaching them will be far more successful than simply asking when they would like to return for their next appointment. By giving them the impression that they need to ‘lock in’ a time with you or they will miss out on the most convenient time for them, makes them book without hesitation.

(Once your salon is super busy this will be the case anyway so you just have to ‘fake it till you make it’ as they say!)

7. FOLLOW UP. This is very important. You must follow up new clients with a thank-you note (best option)/email or text. Let them know they are a valuable client and you were thrilled to meet them and are looking forward to seeing them again. A small gift or discount works well too :)

Regular clients also deserve to be treated with something every now and then. A surprise ‘added bonus’ such as free nail art on one nail is perfect every now and then.

Birthdays and Christmas are important to remember too. Clients love to be made feel special and loved. Believe me, there are only a few businesses that do this. Make YOUR salon one of the ones that does.

8. Pre Appointment contact. To ensure your clients always show for their appointments, a call, sms or email will help to remind them and have them show up- or cancel.

Most salon management systems have this set up to be done automatically. If you do not run your salon with a computer system, make it part of your salon procedure to make the calls, sms’s or send the emails at the times you need to either by yourself or a staff member.

In this busy world of ours, reminders are vital and not only are salons doing this more and more, but other appointment based businesses are also adopting this way of ensuring a full day.

9. Salon surveys to gain feedback for improvement. Surveys are a great way to gauge how your clients are loving/or not loving their experience with you.

These can be set up via your email system or they can be placed in the salon. Some people are happy to give their feedback while others may prefer to do it anonymously so make sure there are both options. A box at the counter for ‘anonymous’ suggestions may be useful.

Once you get feedback, it is them important to act on any of the more negative points (if you get any) so the salon experience can be improved immediately.

Ask what they like/dislike, any new products/ services they would like to see introduced and their general thoughts on how their experience can be improved.

10. The best atmosphere is essential. The atmosphere of your salon will make or break it.

Here are some factors to consider: • Look and feel of the salon (should match the marketing message you send out and portray the type of salon you are promoting).

• Smells, sounds and general experience on the senses.

• Happy, smiling, co operate staff • No gossip • Cleanliness without a ‘sterile’ feeling Putting these 10 tips into action will see clients returning to your salon, again and again. Get the correct marketing and message in place to attract the clients to you and then it is up to you to create the experience they want to come back to you for.

By achieving this uniqueness of service and atmosphere, and by offering something that the other salons cannot compare with, you are setting your salon up for being the talk on everyone’s lips with clients that not only want to keep coming back to you, but bring their friends too.

By Trish Rock Salon Consultant 0403 489 013

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Advertising Feature

Never before has there been such a successful way to change your view on an achievable healthy lifestyle that is long lasting

The Australian Beauty Therapist Magazine

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Virtual Gastric Banding – VGB The Virtual Gastric Banding technique is a remarkable weight loss programme used in Australia by qualified Clinical Hypnotherapist, Jan Sky.

T

he technique she uses is one which was pioneered in the UK by Sheila Granger.

And, as the name suggests, the system utilises the concept of a “virtual” gastric band combined with hypnotherapy. It successfully harnesses the power that every individual holds within them to make changes to their lives. This is done by training your mind to change your behaviour.

Using this successful method, many of Jan’s clients have benefited from The Virtual Gastric Band technique and have become the shape and size they choose to be.

So, what is it?

The Virtual Gastric Band is a non-surgical technique which uses the power of hypnosis to re-train your mind to be satisfied with smaller amounts of food. It changes how you think about food and gives very safe, very predictable results.

Jan will assist you to train your brain to believe that the stomach is full after a certain level of intake, and that there is no need for more food to be consumed.

It is most definitely NOT A DIET! We know that diets only work in the short term. The Virtual Gastric Band allows you to eat what you want, but will enable you to intake smaller portions.

And, because it’s not a diet, you won’t feel deprived, miserable or hungry, the issues which cause diets to fail. As The Virtual Gastric Band effectively negates these issues, you are left with a long term solution to your weight problems.

The medical procedure, reduces the physical size of the stomach, yet often forgets to work with the psychological aspect. It may achieve the same result but is costly and invasive. The Virtual Gastric Band (using hypnosis) can be undertaken quickly and privately, without the lengthy delay of hospital waiting lists, and of course carries no costly invasive surgery, no risks and no on-going medical treatment.

Here’s what Chris from Cooranbong, NSW says … “Thank you for my new life! I have lost 14 kilos in 8 weeks, from size 18 – 14! My 8

kg walk has turned into a partial run and I’m happy drinking lots of water.”

For over 10 years Jan personally struggled to lose just 12 kilos she had gained post menopause. Jan would stick to a healthy eating plan for a short time then quickly lose focus; decide to exercise every day but would find an excuse and not; be alcohol free for a few days and then think that a glass of wine a night wasn’t going to hurt! Consequently the weight would go down and then up again but only ever by a few kilos.

Twelve kilos wasn’t a lot to lose but carrying it on such a small frame and being only 150cm tall equated to a larger amount of weight in proportion to a taller person. It was then that Jan discovered VGB (Virtual Gastric Banding).

Jan had been a Clinical Hypnotherapist since 1996 and used hypnosis successfully with clients for weight loss in the past, yet never before has she experienced such outstanding results than with Sheila Granger’s (UK) VGB program. Consequently, after her own success, it was the very program she decided to introduce into her clinic. She needed to achieve success herself before expecting anyone else to succeed. Jan wanted to feel the total experience so that she would be in tune with clients as they presented their challenges.

Recent feedback from participants who have experienced the VGB program at Jan Sky’s Sylvania clinic after just 4 sessions, note that ‘they’ve lost those cravings for sweet foods” or ‘they’ve reduced a dress size or two’; ‘they feel more positive about themselves’ and are ‘motivated to continue with their new habits’. These habits are now a part of their life. Smaller food portions sizes are being maintained and they are more conscious of the flavour of different foods – something they haven’t noticed before! Food is no longer their drug of choice and they don’t treat their bodies like garbage bins!

One client said; “My blood sugar levels have gone from 6.5 to 3.2”. Another Sydney mum said “I just can’t fit in as much food as I used

to, I easily stop now when I’m full”.

While this is not a “miracle cure”, the program will train your mind to make significant changes in the way you think about food. You will make lifestyle changes by addressing the “8-steps to Success” and this will become part of your everyday life!

Not to discount such things as stress, anxiety, lack of motivation that may inhibit or cause a weight loss plateau. Or special occasions, like weddings, dinners out could cause you to feel challenged by what or how much to eat, but, once you have participated in the VGB program you won’t even think twice about how much to eat. Your brain will have been re-trained to know that it is acceptable to eat ‘just as much as you need’ without a second thought.

Never before has there been such a successful way to change you view on an achievable healthy lifestyle that is long lasting. Virtual Gastric Banding is safe and has a proven 90% success rate from clients. This program is recommended to everyone struggling to become the shape and size they choose to be.

The Virtual Gastric Clinic is located in Sylvania (south of Sydney) and offers group rates (2-5 people) at $495 each or personalised individual sessions for $680 each. You will participate in 4 x consecutive sessions spaced a week apart, simply because it takes 4-weeks to change behaviour. You will be supported throughout journey and challenging issues that arise will be addressed, to ensure you become the shape and size you choose to be.

Upon completion, you will be welcomed to join our Success Club to continue to monitor your progress and share your successes and challenges with others.

Jan Sky is the ‘Behaviour Change Specialist’ and will answer all your questions. Call 1300 787 694 for immediate assistance or visit the website www.virtualgastricbanding.net.au You can also email your enquiries to jan@skytraining.com.au Don’t delay, call today!

www.aabth.com.au

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Salon Profile

nadia’s Skin Therapy Clinic N

adia Boultwood, the owner of the Sydney based beauty salon Nadia’s Skin Therapy Clinic, has entered her 40th year in business and shows that success within the industry still relies on passion.

In 1952 Boultwood migrated from Italy to Australia with her family at the age of five and returned at the age of 19 with her sister, Laura, to study beauty therapy at the acclaimed Madimar Institute of Beauty in Milan.

“My sister and I chose to go to Italy to learn how to treat our own skin, as we both had problems, I had especially oily skin and very large pores,” she said.

The pair went on to work in their aunt’s Milan based salon for two years before returning to Australia to pursue their own business, at which point Nadia had developed a knowledge and desire to treat more than just her own problem skin.

“The suffering and low self-esteem that I experienced as a result of my own skin is what caused me to want to assist others with similar conditions; helping them to regain their confidence,” she said.

The business began in 1972 in a cubical at a French perfumery and within a couple of years had developed into Nadia and Laura’s Skin Therapy Clinic, with Boultwood joining the AABth as their 57th member.

Passion lives on in both Nadia Boultwood and her staff as Nadia’s Skin Therapy Clinic turns 40 with their dedication to skin renewal remaining the driving force behind the clinic’s

many years of success.

As Boultwood’s interest in skin health evolved, the salon gradually ventured away from the pampering aspects of beauty therapy and progressed into providing paramedical treatments to improve and rejuvenate the skin.

“We were one of the earliest salons to begin working with peels, which produced a need for us to experiment on our own skins,” she said.

This experimentation has become a defining characteristic of the clinic, as Boultwood continues to only promote products and treatments that have been personally tested on her own skin and that of her staff.

“By testing the products ourselves, we have been able to gain a true understanding of the effectiveness of these treatments, giving us the confidence and knowledge to use them on our clients skin.”

This approach to skin care resulted in Nadia’s Skin Therapy Clinic being named the 1996 ‘Dermalogica Salon of the Year’.

The clinic currently uses products from Glymed and Mayerling Skin Renewal System.

These are paramedical treatments that Boultwood believes deliver great results in dealing with a range of skin problems including acne, scarring, pigmentation and photo-aging.

“We aim to achieve optimum results in skin health in the shortest time possible,” she said.

“To do this I must keep up-to-date with the latest advancements in skin correction and must be constantly testing and comparing products to find the safest and most effective treatments.”

In order to maintain this high standard of results, the staff at Nadia’s Skin Therapy Clinic regularly attends training seminars and updates qualifications; ensuring that they are able to deliver the best possible service and treatment for their clientele.

Boultwood has dedicated the last four decades to gaining an in depth knowledge of how hormones, stress, allergies and diet can affect some skin conditions. It is her broad knowledge of health and her holistic approach to skin therapy that has made Nadia Boultwood a unique and sought after therapist.

“The more problematic the skin is the more determined I become to treat it,” she said.

“What keeps me going is seeing the confidence clients gain at the end of a series of treatments as they come back with clear, healthy skin.”

Nadia’s Skin Therapy Clinic remains a family business as Boultwood’s daughter, Rebecca McDonald, begun her career as a skin therapist while also using her graphic design background to entirely revamp the businesses’ image.

Boultwood’s unwavering commitment to skin treatment, and the dedication of two passionate staff, has gained the salon a large number of long-term clients, many who have attended regularly since the salon’s establishment.

“We have a loyal clientele who are aware of the fact that skin cannot be treated over night,” she said. “It requires regular maintenance to achieve healthy skin.”

By Gemma McDonald.

www.aabth.com.au

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on file: industry nail news

S

taying true to its mission of always being ahead of upcoming nail trends, Bio Sculpture’s Head of International Education Vanessa Venter recently launched the brand’s new nail art manual and undertook a range of highly-anticipated seminars during her recent visit to Australia, August 7th – 22nd.

Equipped with the latest trends and designs hot off the catwalks this season, Venter gave The Australian Beauty Therapist a sneak preview of what nail art trends are coming our way this Spring.

Venter’s advice for what’s hot this season in nail art and design is good news for any type of fashion-savvy girl. Whether you favour a more feminine approach to nail art, like to sparkle and shine, or prefer a bit of rock and roll, there’s bound to be a trend in store for you this season.

Nail art trends to look out for Spring 2012: Studs: Studs are the official trend of the season. Trending among celebrities and hot off the Paris and London catwalks, studs are being featured on anything and everything – handbags, shoes, clothing, accessories, and now nails. Bio Sculpture’s highly anticipated stud nail art collection being introduced to nail fashionistas this season features gold, silver and coloured stud options. Nail technicians craftily embed the studs onto nail gel applications to give clients’ a bit of an edge, no matter what their mood or taste.

Vanessa Venter does give one piece of advice for those wanting to incorporate nail art onto their next manicure, “Make sure you go to a reputable and certified technician to get your stud nail art applied. With minimal industry regulations and standards in place here in Australia, it’s the more complex nail art applications that often end in damaged nails, infections and unnecessary pain.

If unsure, ask for an application that is applied directly onto the natural nail without the need or use of primers or bonders that can leave nails damaged, dehydrated and generally unhealthy. Studs can then applied on top of the gel – ensuring the nail strengthens and grows underneath while still looking beautiful,” said Vanessa.

Shimmering metallics: Spring/Summer 2012 by the likes of Armani, Alexander McQueen and Theyskens’ Theory showed metallics in soft hues and shimmering pieces were still strong and trending. Metallic sparkles are hot this season – easily taking you from day to night, with shimmering shades of cobalt blue to bright turquoise, sparkling pinks, opulent golds and silvers. Bio Sculpture’s new Royal Collection palette injects majestic and magnificent hues of blues, pinks, silvers and golds, right on track with the shimmering metallics and feminine bright shiny tones as seen at these recent Spring/Summer international catwalk showings.

Pastels and girly hues: The 60’s and 70’s are back in a big

The Australian Beauty Therapist Magazine

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Spring Nail Trends for the Australian Beauty Therapist Spring Nail Trends 2012: The Exclusive Guide from Head of Bio Sculpture International Education, Vanessa Venter. way with pastels and girly hues, with a twist – literally. With the likes of Pucci and Bottega Veneta bringing back the psychedelic swirls of soft blues, pinks, yellows and greens, not only are the delicate and sweet tones a hit for hats, hair and outfits from head to toe, with the likes of Duchess of Cambridge Kate Middleton, Emma Stone, Salma Hayek and Diane Kruger are all donning this look on their nails. This look is sophisticated and romantic.

Lace: Since Kate Middleton walked down the isle in her now iconic Alexander McQueen lace wedding gown, women around the world can’t seem to get enough lace.

“The fashion industry has featured lace over the last three seasons. Being a timeless look, always looking elegant and chic, lace has been a prominent feature on catwalks over the last year. It is making an even bigger statement this Spring,” Vanessa said.

For a special occasion or for daily wear, you can’t go wrong with a lace nail profile this season. To achieve the lace nail art trend, a piece of lace is cut to fit the nail and embedded into a gel application. The lace can be applied over various colours to create a unique vintage look.

Citrus: Fruity and bright, spring/summer nails will also be alive with colour. Venter predicts this trend will be particularly hot with pedicures, with citrus tones adding a zesty punch and keeping feet alive, refreshed and kicking in the hot summer sun! Lemons,

limes, tangerines and electric reds are the colours to look out for.

Black and white: Black and white nail designs are also becoming a key staple on red carpets leading up to the warmer months. Containing everything from geometric shapes to the yin and yang symbols, the black and white trend keeps colours simple and allows designs to become complex and intricate. Far from being boring, take a cue from Zooey Deschanel’s Golden Globe statement, with black and white tuxedos imprinted on each gel nail application. Vanessa predicts black and white will stay trending for a few seasons to come. Simple and stylish yet still displaying something new is the key to this upcoming trend.

Bows and embellishments: For the nail art aficionados after the latest and greatest, bows and 3D embellishments are in this season, inspired by the winning nail art designs from the 2012 Nailympics held in California,

by Chris Mans for Bio Sculpture Gel. It was big bows and 3D embellishments crafted from gels and accessories that took gold in almost every category and taking nail art to a whole new level. Not for the faint hearted, take a leap and try something new with 3D bows and in as many colours as you can fit on one nail!

Preparing your fingernails and toenails for the summer exposure The cold winter months often leave hands and feet feeling

cracked, dry, brittle and in desperate need of some TLC. Vanessa Venter gives her tops tips to prepare fingernails and toenails for summer exposure: • Give nails an extra boost of vitamins by incorporating Bio Sculpture’s Vitamin Dose into manicures and/or pedicures.

Vitamin extracts such as Ginseng Root and White Tea leaf are absorbed directly into the nail plate and encourage healthy nail growth and aid in nail dehydration.

• Before exposing nails and feet to the summer sun, ensure you get a complete manicure and pedicure including a thorough exfoliation of dead skin cells and tidying up those dry cuticles, which are often exaggerated during the winter months with feet in closed shoes and warm winter socks, and hands constantly washed in and out of hot soapy water.

• Following any exfoliation it is crucial to follow with an intense moisturisation, Apply a moisturizering mask such as Bio Sculpture’s Mint Mask or hand and body butter along with a heated glove or sock.

This heat/moisture treatment will nourish the skin and in turn the nails, resulting in happy hands and feet.

• Apply cuticle oil daily, or as many times a day as you can.

Ensure the cuticle oil contains ingredients such as Almond oil and Jojoba oil as these are easily absorbed into the nail plate. Applying cuticle oil daily

will leave cuticles moisturised and soft, preventing hang nails and promting healthy nail growth.

• Finally, nothing beats a healthy diet, plenty of water and regular exercise. Nails are a mirror to how healthy a body is on the inside and out. Dry brittle nails or discolouration of the nail beds is often a sign we aren’t taking care of ourselves. Stay healthy, happy and active and so will your nails!

Bio Sculpture is the first company in its class to have undergone a stringent independent Clinical Research Trial and has received a 5-star safety rating.

With many damaging and cheaply-made nail gels currently on the market, the strong health focus of Bio Sculpture allows peace of mind for Australian women and men,that you can still the latest nail colours and nail art trends without damaging your nails.

“That’s the beauty about Bio Sculpture - we believe healthy nails doesn’t mean having boring nails – Bio Sculpture Gel is one of the few gels on the market that offers nail art embedded into the gel and over 150 individual shades to play with,” Vanessa said.

Bio Sculpture also have a range of natural nail treatments – lavender base, cuticle oil, cuticle conditioner and a vitamin dose to help care for nails.

To order stock or for more information visit www.biosculpture.com.au or call 1300 BIO GEL.

www.aabth.com.au

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on file: industry nail news

Choosing to grow and learn new things is not always easy but is essential if you want your goals and dreams in life to manifest

The Australian Beauty Therapist Magazine

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‘Nailing’ Your Salon Success The Nail Industry is a fun, vibrant place where nail art abounds and there is a seemingly endless creation of tools and processes to enhance your artistic capabilities and assist you in impressing your clients and colleagues.

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ife inside a Nail Salon can be quite different however to the images we see daily through social media, TV and the internet. If you really want to ‘nail’ your salon’s success, you have to understand your strengths and weaknesses. This will enable you to gain momentum with your current strengths while building up your weaker areas with knowledge and new skills.

Owning and operating a business requires skills that quite often don’t come with your education and training to become a Nail Technician. Knowing how to do great nails is the first step.

What happens once the clients start coming and you have overheads?

Making the decision to have your own salon is fantastic and I applaud you for taking charge of your life. Gaining the education and skills you now need to have longevity in your business in vital.

The first important step is establishing what it is you do know and are good at.

The next step is determining what it is you need to know and

what you have to learn to grow your business.

The best way to do this is to get yourself a pen and paper and write 2 lists: • On the 1st list, you will write down all the things you can already do, already know and are skilled at.

• The 2nd list you will write down all the things you need to learn, need to find out and need to become skilled in to grow your business to where you want it to be.

Here are the areas of business I feel are important for you to have skills and knowledge in: Basic accounting. You have to know how to monitor and keep records of incomings and outgoings. It is vital for your business that you know what your profit margins are and if they are achieved. It is also very important to have all of your financial records in order – not only for your peace of mind but for more efficiency by your accountant and just in case you ever get audited by the tax department.

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on file: industry nail news

Owning and operating a business requires skills that quite often don’t come with your education and training to become a Nail Technician

Financial goal setting.

Knowing your goals and having targets will make you and your business much more energetic and efficient.

Marketing. Having a clear strategy for your campaigns and promotions is important for cost effective advertising and the most client and financial gain for your time and effort.

Retail Sales. This area may seem easy to some but to many it is totally untapped. Too many clients leaving the salon without purchasing an ‘extra’ will not boost your daily targets and profit margins.

Staff Management. Knowing how to motivate your staff, keep them onboard with your salon and also how to ensure they have a great following is a skill. Hiring the right staff in the first place is a start but keeping them happy and secure working with you will make a real difference to your salon and the value of it.

Customer Relations. I think most Nail Technicians are people orientated so this area is usually one that may come naturally but the skills you have when dealing

with clients will be the make or break of your salon success.

Self Development. Although this does not sound like a business skill I believe it is one of the important areas of education. Not only will you become more, your business will grow faster through you becoming more.

It is so important to realise that we can never know everything.

There is always more to learn.

Choosing to grow and learn new things is not always easy but is essential if you want your goals and dreams in life to manifest.

There is certainly no shame in admitting that there may be areas of your business that you need new skills in. In fact, I think it shows strength and determination to be honest enough with yourself, and others, about what you need to get the results you want.

My learning has certainly not ended. My lists will change as the years pass but there will always be something else to study and learn about to become better at what I do and have a more successful business.

And if my clients ask me

something I do not know I find out the answer for them, or find someone who does know. To be of great service in your business this is a must do and you will be amazed at how grateful your clients are that you have taken the time for them.

It has also been very powerful for me to have mentors and coaches. Without their guidance I would not have seen many of the areas in my business that needed changing or new ideas.

So, have a look at your Nail Salon business. Explore the areas in which you feel may not be doing so well and decide to learn more. Study what you need to in order to be successful in that particular area. Be it an area of service or an area of business.

They are both equally important.

Begin today. Know that you can achieve whatever it is in life you want. Seek knowledge and become the person you know you can be.

By Trish Rock Salon Consultant http://nailsalonsuccesscoach.com trish@nailsalonsuccesscoach.com

The Australian Beauty Therapist Magazine

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It’s all about

Attitude

It’s easy to take a negative attitude, of which I have also been guilty, when it comes to the increasing numbers of ‘cut price’ budget style nail and beauty salons.

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ou know the ones I’m talking about – they are popping up in almost every shopping centre in the country. Rows of tables, technicians wearing facemasks, prices designed to attract the most budget conscious clients. You’ve heard the horror stories, seen the exposes on national television (some of which I contributed to). It’s easy to talk about the harm they are doing to the reputable salons and technicians, the damage they are causing to unsuspecting clients, drilling the natural nail down to bare skin or burning the nail bed, the disease they are spreading through unsafe and unhygienic practices, from banned or poorly applied chemicals and bleeding cuticles, through to doubledipping Brazilian wax treatments and fungal diseases.

Rather than get hung up on all that is disgusting about these salons, let’s find the positive. Remember, that you have an opportunity here, to set yourself apart, to demonstrate care for the welfare of your client, to build trust through communication, to demonstrate hygiene

and safety, to show your client that there is a better way. Don’t compete with these salons on price alone – compete also on the quality and service that they won’t deliver.

Educate your client. Explain why you are using new files for each service. Help her understand the importance of a proper consultation, or why you would never drill on the natural nail, let her see proper sanitary controls that are designed for her safety and yours. Most importantly - talk to her. Don’t scare her away from beauty salons. Instead, encourage her to learn what is safe and good, versus what is dangerous and nasty. Develop her trust in your abilities as a technician and you will have a client for life.

Go to www.youtube.com/APFANails for the good, bad and the ugly sides of the Australian nail and beauty industry.

By Karen Peppercorn www.gnb.com.au www.gorgeousbody.com.au www.gorgeous-spa.com.au www.apfanails.com.au

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on file: industry nail news

The Australian Beauty Therapist Magazine

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Spring/Summer Forecast and Fashion Trends for 2012

By Karon McKendrick-Taylor, OPI Educator and Stylist.

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his spring and summer season anything goes from soft pretty pastels and whites to vibrant neons, silver and gold bling. Nails have become the most affordable way to express your style.

Short neat nails are on trend again this spring, although nail art will continue to play an important role well into 2013, so look out for some amazing talons over the coming months.

Gel treatments and reverse French Manicures featuring bright neon and metallic tips is the most popular trend in nails at the moment.

Nails are fabulous and flattering this Spring/Summer season as nail lacquer is recognised as an inexpensive way to update your wardrobe and have fun in this season’s colour trends.

The Fashion Week catwalk collections for Spring/Summer featured mainly white and sorbet pastel shades. Chartreuse was the key colour that featured throughout the week, alongside peplum detail, pencil skirts, sequins and sophisticated athletic inspired outfits. Silk dresses with Asian inspired floral prints and other interesting geometric prints in an assortment of pastel palettes where showcased alongside pops of blue, pink and green.

Pinks and Pastels Pink is the colour of spring.

Every year there is a popular shade of pink that everyone gravitate towards, this year it a musk pink

(Pedal Faster Suzi) and a soft pastel pink (Mod About You).

Fuchsia Barbie pink nails are back, think long sassy talons. Try OPI’s Kiss Me On My Tulips.

Pretty pastel shades are back in fashion with lavender, lilac, sea foam green, mint and soft pink touted as the most popular shades. Try Do You Lilac It, Lucky Lucky Lavender and Thanks A Windmillion.

Soft silver greys, pastel greys and pastel blue greys will be hot for spring; they are cool and sophisticated and can accommodate any outfit.

Try French Quarter for My Thoughts, My Pointe Exactly and Moon Over Mumbi.

Stark white nails are the perfect accessory for golden summer tans. If you are seeking nails that pop try Alpine Snow or My Boyfriend Scales Walls. Softer tones of white nail lacquer, try Don’t Touch My Tutu.

Bright Bold and Neon Bold bright Neons is the way to get noticed this season, try neon yellow (it worked for Seal), neon orange, neon pink and purple. The best application to achieve neon nails that really pop, is to apply one coat of white base lacquer before applying 2 coats of your favourite neon shade.

Chartreuse, a greenish yellow sassy neon lime, will be hotter than the Australian sun. Try OPI’s Did It On Em for a neon tone, or the new Don’t Talk Bach to Me

another sassy lime-yellow hue.

Tangerine will be a hot colour for summer, an ideal hue for sun kissed skin tones, try A Roll in the Hague.

Rich blues have been a fashion staple for a while now; however we are moving away from the traditional dark royal and navy blue and into a more of a subtle steel blue, try OPI’s I Have A Herring Problem and I Don’t Give A Rotterdam.

The Mad Men Appeal; matching mani and pedis using a classic shade of red is on trend at the moment, this look is the perfect accessory for 60s inspired outfits.

Metallic, Gold, Silver and Glitter Don’t overlook metallic, glitter and sequin nails for the party scene.

Gold and silver nails will be popular again in the party circuit.

So bring on the gold and silver bling! Try OPI’s new (not yet released) metallic silver, Moonraker and metallic gold Golden Eye. Another gorgeous metallic sequin lacquer yet to be released is The Living Daylights, from the yet to be released from the James Bond movie range.

The New Nude New nudes: also known as “foundation nails,” because the idea is to pick a shade that blends almost perfectly with or is slightly darker than your skin tone. In that respect, OPI’s Did You ear About Van Gogh may not be right shade

for everyone’s skin tone, but it was a popular shade of nude during Australian Fashion Week.

For other skin tones try Don’t Pretzel My Buttons, a honey beige nude and My Very First Knockwurst, a rosy nude.

Bridal Trends Brides are becoming more bold, where darker shades such as Lincoln Park After Dark and traditional reds. Whilst the biggest trend in bridal lacquers is a version of Ombre Nails on the hands.

Ombre Bridal Nails: Apply your preferred soft shade, creamy nude or soft pink lacquer as your chosen stable shade on the majority of your fingernails. Off-set the look by painting 1 or 2 nails in a bolder shade, such as hot pink, red or metallic. Select a lacquer shade that the groom is wearing or the colour theme of your wedding and apply onto 1 or 2 fingernails.

On Your Toes: Wedding dresses tend to have a gold shimmer, a coloured ribbon, why not match this colour accessory on your toes.

Your toes could also be the same colour as your bridesmaids’ dresses.

A cute idea is to paint your toes blue - as in Something Old, Something New, Something Borrowed, Something Blue the blue is the nail lacquer on your toes. Pale Baby Blue, dark midnight blue or vibrant blue.

International Beauty Supplies 1 800 358 999 www.intbeauty.com.au

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Business Matters

Fast Forward Your Future Success

The Dermal Institute’s biggest education extravaganza of the year in Sydney for all skin and body therapists, managers and business owners. date: Monday 27 August, 2012 time: 9.30am - 3.30pm place of event: Crows Nest, Sydney.

Great gift giveaways and VIP treatments to be won!

Fast Forward Your Future Success delivers an impressive line-up of guest speakers, all experts in their field, to cover an array of hot topics including; cosmetic facial enhancement techniques, industry insights, business guidance, social media, Ayurveda in the treatment space, techniques to improve therapist’s well-being and the latest information on skin conditions such as Eczema and how human emotions and hormones effect the skin and body.

Guest speakers include the imminent Dr Liew (Plastic Surgeon), Sarah Bowing (Editor of Professional Beauty Magazine), Laura Simpson (Online Manager at beautyheaven - one of Australia’s leading independent consumerfriendly beauty sites) and Emma Hobson (Education Manager for The International Dermal Institute; Australia, Asia and New Zealand.)

Agenda: Morning • Registration • Welcome • Why we do what we do with Emma Hobson • Don’t blame me, it’s my hormones • Industry insights with Sarah Bowing, Editor of Professional Beauty • How our emotions effect us “Think” Skin • Morning tea – light refreshments • Retaining your greatest assets • What are our customers looking for online with Laura Simpson of beautyheaven • Eczema: Scratching the surface

• Rapid result treatments that ‘pack a punch’ • Lunch Afternoon • Fast Forward to the latest innovations in cosmetic procedures with Dr Liew • Self-care in a ‘giving’ industry • “R U VEDA?”… Do you know your customer?

• Afternoon tea – light refreshments • Throw out the lizard with Emma Hobson • Close – prizes Guest Speakers: Dr Steven Liew (FRACS), Shape Clinic’s founder and Medical Director, is one of Australia’s leading plastic surgeons and a global leader in cosmetic facial enhancement techniques.

The first Australian to be admitted as a fellow in plastic surgery at the world renowned Memorial Sloan-Kettering Medical Centre in New York, Dr Liew made his mark early in his career, specialising in facial and breast aesthetic plastic surgery and continues to maintain a keen interest in both of these areas. But such is his passion for delivering more beautiful and natural looking results for patients, he has also developed a series of world first non-surgical procedures which have earned him an international reputation.

Dr Liew is a member of the Australian Society of Plastic Surgeons (ASPS) and the Australasian Society of Aesthetic Plastic Surgery (ASAPS). He is one of Australia’s most respected and accredited plastic surgeons. In addition to consulting patients at Shape Clinic & MediSpa in Darlinghurst, he also holds the position of Consultant Plastic Surgeon at St Vincent’s General and the St Vincent’s Private Hospital in Sydney.

Emma Hobson is the Education Manager for The International Dermal Institute; Australia, Asia and New Zealand.

Emma has been in the professional skin and spa industry for over 28 years. Her diversified experience ranges from business owner to spa director, college principle to corporate manager.

She has worked in several countries across the globe. Emma’s current role involves overseeing the five education locations in Australia as well as supporting distributor educational needs across the Asia Pacific region.

Emma believes in the importance of making what we do and what we offer “real and relevant” to the consumer of today. Ensuring the take-home for clients surpasses their ever changing, ever demanding expectations.

Emma’s expertise continually broadens, encompassing dynamic business strategies as well as her own knowledge and insight into the future trends of the skin care, wellness and spa industries.

Emma’s wealth of knowledge, experience and engaging personality, coupled with her sheer passion for the industry, make her one of the most compelling and eloquent speakers of our time.

Laura Simpson is a journalist and web editor and currently works as the Online Manager at beautyheaven.

Laura is the Online Manager at beautyheaven, one of Australia’s leading independent consumerfriendly beauty sites, where she looks after content and online strategy, social media and site design. Before that, she spent six years working for MSN in the UK, managing the homepage and news teams.

She has been working in the media for 13 years, first starting out in newspapers but moving

into digital to follow her passion for all things web.

She spends lots of time (perhaps too much!) browsing the internet to learn about the latest beauty, fashion fitness trends and loves sharing these with others online.

Sarah Bowing is the current Editor of Professional Beauty Magazine.

Sarah Bowing began her career in publishing with Fairfax Magazines. She then spent six years at Horwitz Graham as National Sales Manager for Australian Penthouse and worked on the launch of Inside Sport and Australian Women’s Forum.

Three years at the venerable Australian Journal of Pharmacy were then followed by her current 17 years at The Intermedia Group where she worked on several high-end projects before taking up the managing editorial reins of Professional Beauty.

Sarah has witnessed significant changes to the aesthetics industry in the past decade, most noticeably the evolution of salon equipment/ technology and the ongoing issues of training and education of therapists in this area.

Register: Call 1800 659 118 or if you are already registered to access the IDI website dermalinstitute.com.au book online.

Date: Monday 27th August 2012.

Location: 111 Chandos Street, Crows Nest NSW 2065.

Time: 9:00am – 9:25am (registration), 9:30am – 3:30pm (seminar).

Fee: $80 incl GST per person.

A non-refundable payment is required upon booking.

Includes: Seminar notes, light lunch and refreshments. Any questions about the seminar? Feel free to contact us on 1800 659 118. dermalinstitute.com.au

The Australian Beauty Therapist Magazine

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How group buying really works!

Learn the secrets to generating revenue from deal daily’s

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ant to know how to plan and run a successful daily deal marketing program? Angela Rodrigues of Simply Beauty On Oxford and Patty Lee from Complexion Code are both salon owners who have got it right. Here they share their tips to help you structure your next daily deal and manage the influx of new customers.

Group buying is now an established customer acquisition strategy for businesses. Their email marketing programs and website listings offer access to enormous databases, often tailored to people living in your local area. Driven by big promotional discounts, daily deals can drive hundreds of new customers through the door.

And best of all they don’t require upfront fees.

But, as many salon owners have experienced, knowing how to successfully manage your deal is essential to turning a sudden inflow of customers into repeat business and the current discounted offer into revenue.

For Angela Rodrigues, owner of Simply Beauty On Oxford, the solution was structuring the pricing of his deals to “upsell with certainty”. This meant that Mark took the timeout to carefully plan his offer with LivingSocial to make sure it was attractive in relation to competitors. Angela said, “I offered IPL on bikini at a rate that covered my costs including staffing and every day running costs of the business. But I knew my customer was likely to want IPL for underarms, so I priced this add-on accordingly. Nearly 70 per cent of my new customers wanted both, making my deal an instant revenue positive marketing strategy.”

Patty Lee, owner of Complexion Code had a similar experience with her eyebrow makeover offer. For every voucher redeemed through LivingSocial, she issued a second

for return visit. Over 90 per cent of customers returned for a repeat brow service and 50 percent of the same customers bought additional skin treatment services.

Like Angela, Patty has now developed a loyalty program for her new customers keeping them abreast of news and promotions via an online news bulletin.

Patty says: “LivingSocial gave my business a tremendous boost.

I highly valued each and every person that came through my door. If your aim is repeat service, ensure that this attitude guides every interaction and deliver on client expectations. Don’t skimp on service, or use cheap products, just because it’s a discounted offer.”

Both Angela and Patty agree that costs of traditional advertising to bring in a similar influx of customers were unfeasible for their businesses.

Angela said, “My advice to other salon owners who are not sure about running a deal is look at what you are spending on advertising and how many new customers you are getting through your doors. Compare this to what you can get from partnering with LivingSocial. There is less risk and you are guaranteed instant results, if you learn how to upsell and develop repeat business.”

Angela and Patty’s top tips for structuring daily deals to work for your business Research expected results • Ask your representative for the deal details of at least three similar businesses in your area. Evaluate their service offer, the price point and number of deals sold. Average these figures to gauge the expected return on your deal.

• Make sure you estimate your business’s capacity and set an appropriate cap (an upper limit)

for the number of vouchers you can sell and service.

Develop a compelling offer • Work with your sales representative to create an offer with broad appeal. The simplest way is to offer what is typically purchased with a few low or no cost extra’s included at the lowest possible price point. The more extra’s, the more successful the deal will be, but you need to mindful of having room to upsell and cover costs Structure your deal to cover all costs • This includes the extra staff, product and time you need to service new customers • Include management time and staff training in your cost planning • Make sure a proportion of business overheads such as electricity, cleaning, towels, water, rent, etc are factored in Work to a redemption rate of 90 per cent When planning don’t assume everyone that buys the deal will actually redeem it.

Plan how you will generate income from the new customers • Structure your deal so that a customer is more likely to purchase an additional service when redeeming their offer.

For example, create a deal that is close to a typical service package, if one more service is added. Both services complement each other • Ensure the extra service is at a price point relative to the offer.

If the total price of both services are less than you typically charge you have a winning offer that will generate sales.

Educate your staff on how to upsell • This is absolutely essential. A daily deal is designed to bring customers to a business. It is up to you and your staff to turn the

increased traffic into revenue.

Have staff practice upselling via roll play and scripts, if necessary Understand your new customer • Many people using daily deals are price conscious. While many might not be, always structure repeat offers at a price point that will motivate their return • People using daily deals may also be trialling new services for a first time. Make sure you educate them on your business and the service they are receiving.

Often this can eliminate uncommunicated issues that discourage clients from returning.

Create a long-term relationship – continue to treat your new customers to special offers for repeat business • Allocate your most competent staff to managing your new influx of clients. Ensure staff work to build rapport during their first visit and ensure each new client leaves with a tailored treatment plan at attractive price to encourage repeat business.

Create a client database • Turn your increased traffic into repeat customers by making each fill out a new client form that contains their contact details, treatment details, beauty concerns • You can then market your own special offers to this client base via email to generate repeat business tailoring offers to suit their concerns, preferences and past treatments.

Create a positive experience for each and every client.

Highly value each and every person that comes through your door and ensure this attitude guides every interaction.

Encourage your new clients to share their positive experience and generate referrals for you. A referral discount offer for both referrer and friend can help this along.

By Raife Watson.

www.aabth.com.au

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Business Matters

GOLD MEDALIST Performance

Can we imagine thinking and performing like an Olympic Gold medalist?

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or most of us that would be an impossible task as we do know the dedication, sacrifices, discipline, fitness level and skill needed to be the best in the world. However if I told you that the thinking patterns of these elite athletes are no different to ours, if we were passionate about something and really wanted to do the best we can.

Let`s examine the word GOLD. G stands for setting smart Goals. Most of us set goals unconsciously on a daily basis without much deliberation. It is a common process for humans in achieving menial tasks on a daily basis. Let`s take this to a higher level and look at larger and more difficult goals that need time, sacrifices, learning and sometimes even money to achieve what you set out to .Make sure that you apply the SMART formula when setting goals to give yourself every possible chance to achieve it.

Specific M easurable Achievable Realistic Timely O stands for Opportunity. As an elite athlete they see adversity and failure as an opportunity to improve themselves and not accept second best. How do we see failure? The answer is to not

dwell upon the past (Failure) and to concentrate on the future (Opportunity). We can affect the future but we cannot change history. The question we need to ask ourselves is “Are we part of the problem or are we part of the solution?

L stands for “Live for the present”. After you have set your goals in concrete and you are truly focused on it, you then need to deal with the present and as they say enjoy the moment. You see success is not the destination, but rather the journey. The journey is now and so the process of achieving should be enjoyed with passion as much as actually achieving the goal.

D stands for Desire. You know when you really desire something you will overcome all obstacles to achieve it. Desire breeds passion, excitement, initiative, love and a powerful force that blinds and rejects any negative influence that wants to infiltrate your thinking patterns.

There is however one very important ingredient that a top athlete needs to achieve Gold status at the Olympics. Most of us love watching the incredible performance of these amazing athletes that seem to possess super human strengths, speed and breathtaking skills. Have we stopped to ask ourselves

how did they get to where they are now? Well apart from their genetic make-up, natural ability, positiveness and determination to be the best, they all also needed one thing to know how much they need to train, how high they need to jump or how fast they need to run. This comes in the form of “feedback” by their trainers and coaches. Until an athlete knows the performance gap that will get their desired outcome, they then have a benchmark to work against and that produces winners.

It is interesting to note that feedback on any issue is usually taken in a more negative mode versus a positive one. When we are usually called by the boss to have a talk we automatically feel that there must be a problem or that we did something wrong. Well the reason for this thinking pattern is due to the how the education system and the learning institutes themselves viewed feedback. If we can recall , that in mostly all cases of being asked to see the principle of a school and to see a teacher formally is to receive negative feedback on lack of performance, non-acceptable behaviour or not meeting our KPI`s.

In most corporations and even small to medium businesses, feedback given to employees is usually a painful process and one that is equally not enjoyed by both the giver and the receiver.

However if used as a tool to drive peak performance and productivity and to also address good behaviour or achievements as well as areas of improvements then it will be looked at in a much more congenial manner.

I personally know that positive, constructive feedback delivered in a fair and supportive way will not only create amazing change of behaviour in employees but also bring out excellence in themselves. “ There is no failure, only feedback” creates a paradigm shift in our thinking process and the beauty salons and skincare companies that adopt this mindset will start to see positive results in the performance of their staff and hence their businesses as well.

Here are the rules of giving good, constructive and fair feedback: 1 Remember that 55% of communication is in your physiology (non-verbal communication) and 38% is in your voice tone. So how we think will govern our physiology that is seen and reflected by the appraisee and how you say it will set the ambience and feeling for the appraisee. Your chosen words are also important but only represent 7% of the communication process.

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ensure that the appraisee does understand the meaning of the feedback and is very clear on the message and leaves in a positive frame of mind.

6 For a good appraisal system to work, it needs to be consistent.

A formal Staff Appraisal programme should be done at least once per quarter with an annual one in which the KPI`s, objectives and expectations are set for the year ahead and used as the benchmark when doing the quarterly appraisals.

7 Always end the conversation on a high by touching on a good trait or other positives about the appraisee.

So whenever you have to give feedback, remember that you are there to bring out the best in your employee and if you receiving feedback, then enjoy the revelation of the opportunity

to improve , just like an Olympic Champion and GO FOR GOLD! Phillip will be presenting at the Spa & Beauty Expo on Sunday 12th August at 11.30am in the Business Seminar rooms. His topic “NLP your business to amazing heights of Success” will cover bringing out the best in yourself and your staff and watch you bank balance grow!

By Phillip Fernandez, Human Strategist & Director of Wizard Business Consulting, is a business coach, NLP Trainer, article writer and keynote speaker. You can contact him on the above topic or any people performance related issues. E: phillip@businesswizards. com.au W: www.businesswizards. com.au Mobile: 0402 213 813 Office: 1300 747 389.

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2 “Catch them doing something right”. Always start with a positive. Make a point of addressing good behaviour or performance. This shows that you still value the employee and that this is not personal but just to address an area of improvement.

3 Remember always deal with the “facts” and not with “assumptions” when it comes to addressing negative behaviour or not achieving their KPI`s. This is critical as incorrect information can lead to a negative outcome.

4 “Always reprimand the deed and not the doer”. This way we are saying that they are still a valued employee but they need to change the unwanted behaviour or their attitude to improve their current status or performance.

5 Also make sure that there is a balance in the feedback discussion as you need to

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Business Matters

What information do your employees need to have access to?

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8. Public holidays 9. Notice of termination and redundancy pay 10. Fair Work Information Statement

Fair Work Information Statement The ‘Fair Work Information Statement’ must be given to every new employee as soon as practicable after that employee starts their employment with you.

The employment conditions of all employees covered under the Fair Work Act 2009 must be at least equivalent to the NES at all times, and the application of the NES (or any part of it) cannot be changed or excluded in a written employment agreement, even if the employees agrees to sign such an agreement.

he Fair Work Act 2009 requires that employers provide their employees with certain documents (or give their employees access to such documents), and these are summarised below:

National Employment Standards (NES) The National Employment Standards (NES) set out the basic minimum employment conditions that apply to all Australian employers and employees covered under the Fair Work Act 2009, regardless of whether an employee is employed under a Modern Award, enterprise agreement, or any other arrangement.

The NES is made up of ten (10) standards which are: 1. Maximum weekly hours of work 2. Requests for flexible working arrangements 3. Parental leave 4. Annual leave 5. Personal / carer’s leave and compassionate leave 6. Community service leave 7. Long service leave

Modern Awards A Modern Award is a document that establishes the minimum wages and working conditions for employees in a particular industry. Under the Fair Work Act 2009, there is generally a separate Modern Award for each industry across Australia.

Each Modern Award operates in conjunction with the National Employment Standards, and both of these documents establish the total minimum wages and working conditions for employees in Australia.

Access to Information As an employer, you must ensure that all of your employees have access to both of the following, either in hardcopy or electronically (whichever is more accessible):

• the National Employment Standards (sections 59-131 of the Fair Work Act 2009); and • the relevant Modern Award that applies to them.

FWO Members can instantly access the above documents on their Online Member Account as follows: Fair Work Information Statement – a PDF of this statemet is available in the bottom left-hand corner of your Online Member Account National Employment Standards (NES) - a PDF of the NES is available in the bottom left-hand corner of your Online Member Account Modern Award – once you have selected the Modern Award(s) that is applicable to your business (from your Member Account Home Page), a PDF copy of the most current version of that Award(s) will immediately become available in the bottom left-hand corner of your Online Member Account.

Where changes are made by the Ombudsman / Government to any of the above documents, FWO immediately uploads the new version document onto every Member Account, and notifies all members by email that a revised version is available.

The Australian Beauty Therapist Magazine

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Get involved and help shape the future of our industry The use of IPLs and laser for cosmetic purposes

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t comes as no surprise that the use of laser and intense pulsed light machines in treatments is continuing to grow rapidly.

In 2011 alone it was estimated that $161.2 million was spent on ‘non-and minimally invasive treatments’ using laser and IPL technology, an increase of 15 per cent from the previous year.

Much has been publicised about the use of these modalities, both positive and negative. The continued growth and success of the use of IPLs and lasers for cosmetic purposes is reliant on a positive image by customers.

Integral to this is the need for customers to feel comfortable and safe when investing in a treatment.

In an effort to promote safe practices in the use of these modalities for cosmetic purposes, a survey has been developed by a working group of the Radiation Health Committee seeking your feedback. This survey has been developed to gather information on the scope of practitioners using IPL and lasers for cosmetic purposes, to identify the levels of training undertaken and the incidences of injuries.

For the working group to put forward relevant advice to the RHC we need you to get involved by participating in the survey.

Your experiences will help to ensure that the most appropriate

model is put forward, ensuring client safety and comfort when undergoing IPL and laser treatments.

For more information on the survey go to www.serviceskills. com.au The Radiation Health Committee (RHC) as the committee of the Australian Radiation Protection and Nuclear Safety Agency (ARPANSA) are seeking advice on the appropriate measure for the safe use of IPLS and laser for cosmetic purposes.

The working group formed to provide this advice has developed this survey to ensure that advice provided is informed by evidence gathered on current practitioner and therapist experiences and accurately reflects current practices using these modalities.

This working group consists of representatives from the beauty, aesthetics, dermal therapy and cosmetic surgeon industries. Services Skills Australia participates in this working group as a representative of the AABTh and the broader beauty industry.

Where do you think our industry is heading?

It’s time to kick start the review of the national training framework (our beloved Cert IV and Diploma in Beauty Therapy) that occurs every few years.

But before we can look to the qualifications and how they address our industry’s skilling needs, we need to take a step back and do a stocktake of our industry – where it is heading and what are the skills are needed to work in it. Do we still define it as we have done traditionally, or is it in fact morphing into a broader and more diverse industry than we once thought?

As those who work daily in the salons, make up studios, days spas, destination spas and the like that make up our industry, we are looking to learn from your everyday experiences. How has your local clientele changed? Is there an increase in particular services or treatments? Do your employees have the skills needed?

It is this information that will build the big picture on how our industry is changing and inform how the training system can be updated to support this growth.

Go to www.serviceskills.com.au/ beauty-continuous-improvement to access the Beauty Industry Scoping Paper and have your say!

Would you like international recognition for your skills?

SSA are pleased to announce that the International Professional Standards (IPSN) Beauty Standard

has been endorsed by the IPSN Board and member countries now taking applications for those looking to receive international recognition for their skills. Those who meet the requirements for the IPSN Beauty Standard will demonstrate that not only have they undertaken the appropriate training (the Australian Certificate IV or Diploma of Beauty Therapy) but have also applied these skills in a real workplace setting.

We look forward to celebrating inaugural awardees of the IPSN Beauty Therapist certification at a function on Sunday 12th August in the Rocks, Sydney. This cocktail function will also provide a fantastic networking opportunity with international delegates and to learn more about the IPSN. Those interested in applying for an IPSN Certification with the view to being awarded at this function will need to apply by Monday 6th August 2012.

For more information, including application forms, go to www. serviceskills.com.au/internationalprofessional-standards-network Karen Banks is the Senior Project Officer at Service Skills Australia who manages projects relating to the beauty industry. For more information on any of the above work please contact her at kbanks@serviceskills.com.au

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Essentials Naked Tan new & improved formula Just in time for Spring/Summer spray tan season, Naked Tan has revamped its Original 2hr tan with a new & improved formula, that we just know you are going to love spraying. Clients are going to really notice and comment on their longer lasting tans. For more information and to try this amazing new formula visit nakedtan.com.au or call the friendly team on 1300 365 683.

French Wrap Manicure Set Keeping up means adding French Wrap Plus to your service menu, buy a starter kit today and get started.

Online training videos and printed manual available free of charge. Contact Salons Group 1800 655 814. www.dashingdivapro.com.au

emerginC revamps hero product Swift Lift!

What’s the quickest way to firm, lift and tighten your skin? Newly reformulated Swift Lift with Instalift Goji™ which combines the lifting strength of both protein and natural polysaccharides in a form of active glycopeptides extracted from goji berries. Other active ingredients include carageenan extract, sodium hyaluronate, soybean extract, grape seed extract, glycerin,green tea and myoxinol all proven active ingredients that instantly improve the appearance of fine lines and wrinkles.

For more information go to www.inskincosmedics.com

New Chartreuse Cult Shade for Spring 2012 Launched in January 2012 as part of the Nicki Minaj range, OPI’s Did It On Em is soon being recognized as the colour to watch for Spring 2012.

Chosen by a few of Australia’s leading designers to be worn at Mercedes Benz Australian Fashion Week 2012, Did It On ‘Em is the new hot colour for next season.

Described as chartreuse, this greenish yellow sassy neon lime palette is hotter than the Australian sun.

For your nearest OPI stockists contact 1 800 358 999 or visit www.opi.com.au FAKE TAN PERFECTION WITH XEN-TAN! Xen-Tan is the revolutionary fake tan for people who want to enjoy a gorgeous natural-looking glow that makes them look and feel gorgeous. Thanks to the unique moisture-rich formula

and unique time-release ingredient, now even the fairest skin can enjoy a natural-looking tan. Easy to apply, and with a gorgeous fresh fragrance, it goes on smoothly and fades evenly, for

a flawless finish every time. With Xen-Tan you can achieve the beautiful tan you love, without putting your skin, or your health, at risk. In fact, thanks to Xen-Tan’s skin-nourishing formula and rich

moisturisers, using it actually helps care for skin, to keep it feeling fabulous! Pippa Middleton and Lady Ga Ga certainly can’t get it wrong!

Distributed by: Advanced Skin Technology. Telephone: 1800 648 851. www.advskin.com.au

The Australian Beauty Therapist Magazine

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Environ’s Antioxidant Gel Antioxidant Gel is for all skin types. It contains the plant form of vitamin A (beta carotene), vitamin C, E and pro-vitamin B5. It can be used by people with very sensitive skin and is also for dry, sensitive, unstable, or irritated skin. It helps to moisturise all skin types, leaving it looking smooth and radiant. RRP: $65. Contact 1300 888 708.

JESSICA Life is simply more passionate in colour. JESSICA’s collection of colours is thoughtfully formulated with vitamin A for maximum conditioning and UVA/ UVB protection from the sun’s damaging rays. All of JESSICA’s polishes are quick-drying and eco-friendly, free of toluene, formaldehyde, and DBP. With over 200 colours you know you can be sexy and whimsical, colourful and changeable, fun and stylish-perfectly ready for 9-5 a true collection of nail colours for a sexy you!

Enquiries M: 0407 974 380 www.jessicacosmetics.com.au

Traditional Gel is now UnTraditional Introducing GELISH Hard Gel ”NEW” LED Gel Technology LED cured Gel in 20 seconds.

Thick viscosity gels utilising Gel Suspension Technology (GST) which assures total control and workability for all nail stylists.

Our Gelish Hard Gel vivid white, lucent clears and radiant pinks are easy to apply enabling you to create natural looking enhancements perfect for everyday wear.

For more information E: sales@nailharmony.com.au Tel: (07) 55 640 222.

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Essentials Dermaviduals Caffeine Liposomes In preparation summer, now is the time to start treating cellulite with Dermaviduals NEW Caffeine Liposomes serum. The liposome concentrates in this unique formula sets dermaviduals cellulite treatment apart from all other products currently on the market.

The addition of liposomes help to increase the effectiveness of the caffeine-active, due to the fact it is able to effectively penetrate the skin’s surface, not just sit on top.

20ml RRP $75. Stockist details www.dermaviduals.com.au 1 300 420 223.

OUTRAGEOUS NEONS by OPI Due to the popularity of the neon trend in the fashion forecast for Spring/Summer, OPI is launching its first ever Neon lacquer range in a mini pack – Outrageous Neons Mini Collection.

OPI’s limited edition Outrageous Neons Mini Collection is so bright you’ll definitely need sunglasses, consisting of four electric hues of neon pink, neon yellow, neon orange and neon purple.

In order for these colours to really pop on your fingers and toes simply apply a white base lacquer such as OPI’s Alpine Snow or something similar before applying 2 coats of OPI neon lacquer. The

Outrageous Neon lacquers dry in a matte finish so it is important to add a super shiny finish such as OPI’s top coat, the results are spectacular; bright, bold and shiny.

Don’t let the summer days go by without experimenting with the neon nail lacquer trend at least once.

As with all OPI nail lacquers, Outrageous Neons contain no DBP, Toluene, or Formaldehyde.

OPI’s Outrageous Neons Mini Collection will be available in salons from August 2012 from 16th September, $19.95 RRP incl. GST. For your nearest OPI stockists contact 1800 358 999 or visit www.opi.net.au

THE NEXT GENERATION SKINOVAGEPX LAUNCH This July, BABOR is launching their new SKINOVAGEPX skincare range! BABOR are merging some of their current ranges- System Gold, Pure/Pure Select and Skinovage to form a revolutionary skincare range with a new and improved formula. This innovative

skincare system is designed to meet the daily needs of dry, sensitive, tired skin in need of regeneration, combination skin/ oily and impure/problem skin.

There are also special products to cater for the area around the eyes and special skin concerns.

Available from the end of June online at www.babor.com.au

The Australian Beauty Therapist Magazine

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Directory

Contact Details KRISTIN AUSTIN 0415 547 529 www.kristinaustin.com

DERMALOGICA AUSTRALIA 1 800 659 118 www.dermalogica.com.au

AUSTRALIAN PROFESSIONAL FINGERNAIL ASSOCIATION www.apfa.net.au

DEPILEVE (International Beauty Supplies) 1 800 358 999 www.intbeauty.com.au

MS RICKY ALLEN BSc.CRN.Dip.PA Mob 0412700720 rickyall@tpg.com.au ANESI (International Beauty Supplies) 1 800 358 999 www.intbeauty.com.au

ENVIRON www.environ.co.za GELISH (Hand and Nail Harmony Australia) 07 5564 0222 www.nailharmony.com.au

BEAUTY WAREHOUSE 1 800 624 267 www.beautywarehouse.com.au

GERNETIC INTERNATIONAL 02 9452 6230 www.gernetic.com.au

CIDESCO INTERNATIONAL www.cidesco.com

HERITAGE HEALERS 02 6651 7415 www.heritagehealers.com

COSMOPROF ASIA 2012 Janicepoon@emarketing. cosoprof-asia.com

HIGH TECH LASERS 1 300 309 233 www.hightechlaser.com.au

Jessica Cosmetics Masters Beauty International Mob: 0407 974 380 www.jessicacosmetics.com.au

REED EXHIBITIONS AUSTRALIA PTY LTD 02 9422 2500 www.reedexhibitions.com.au

LIZ SEE GET THREADED NOW 0413 004 127 www.getthreadednow.com

SALONS GROUP 1 800 655 814 www.salonsgroup.com

NAKED TAN 1 300 365 683 www.nakedtan.com.au OPI (International Beauty Supplies) 1 800 358 999 www.intbeauty.com.au PHILLIP FERNANDEZ BUSINESS WIZARD CONSULTANTS 0402 213 813 www.businesswizards.com.au

SKINSTITUT 02 9460 7559 www.skinstitut.com JAN SKY jan@execstateid.com.au www.exdecstateid.com.au SUN FX 1 300 132 005 www.sunfx.com.au TRISH ROCK www.nailsalonsuccesscoach.com