Beauty Biz year 13 issue 5 by Mocha Group

The Essential Business Guide for Salons and Spas

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Year 13 Issue 5

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CONTENTS ON THE COVER

20 Fast Beauty Treatments with Effective Results - Elleebana

REGULARS

06 Editors Letter 16-18 Industry News 46 Xmas Shop 48 Dateline City 72 Salon Sales – Benchmark with Nikki Katz

FEATURE

08 10 Mins with Marg Ottley By Clare Lamberth 10 Succeed. Educate. Innovate. Reward 12 #Mumboss By Clare Lamberth 14 Reviving Victoria By Clare Lamberth

COMPETITION

22 The 9th Annual ABIA’s & AMIA’s Find Beauty in a Challenging 2020 32 AMIA Make Up Artist of the Year & High Fashion/Editorial MUA of the Year – Shella Martin

34 AMIA Bridal/Formal MUA of the Year – Jane Truong 35 AMIA Fantasy MUA of the Year – Colin Wilson

52 When You Wish Upon A Bin By Paul Frasca 54 It Is The Season To Be Jolly By Julie Cross

HEALTH

BUSINESS

26 The Impact of Stress on Gut Health By Chiza Westcarr

DERMAL

28 Needling Gets A Boost 30 Luscious Lips By Will Fennell

BEAUTY

38 Cosmetics Surgery Boom is the New Face of Covid-19 40 The Triumphant Return of the Natural Brow By Elle Wilson

PROFILE

42 Real Ingredients. Real Results

BLOG SPOT

50 There is Power In Positivity In The Midst Of Covid-19 By Elle Wilson

56 When Should and Shouldn’t You Use Topical Content on Social Media By Nicola Moras 58 5 Ways To Nail The Right Niche Every Time By Nicola Moras 60 Creating Community Over Competition By Tamara Reid 62 It’s Time to Reset By Jay Chapman 64 Secrets To Raising Your Prices By Jessical Kidner 66 Putting the Dream In Team By Karla McDiarmid 67 Creating #instagramgoals Is Easier Than You Think By Sarah Garner 68 Christmas, Let’s Make It Count By Kym Krey 70 Stocking For Profit By Shelley Barnes

Beauty Biz

PUBLISHER

Linda Woodhead linda@mochapublishing.com.au

EDITOR

Editor’s Editor’s Note

Clare Lamberth clare@mochapublishing.com.au

ADVERTISING MANAGER Nina Barbara nina@mochapublishing.com.au

ART DIRECTOR

Kellie Woodhead kellie@mochapublishing.com.au

ADMINISTRATION

Jess Richmond jess@mochapublishing.com.au

CONTRIBUTORS Clare Lamberth Kym Krey Nikki Katz Chiza Westcarr Will Fennell Elle Wilson Paul Frasca Julie Cross Nicola Moras Tamara Reid Jay Chapman Jessical Kidner Karla McDiarmid Sarah Garner Shelley Barnes

OFFICE

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

DISTRIBUTION

Australia Post - Print Post 100005498

PRINTING Printcraft

PUBLISHED BY mocha publishing

PUBLISHERS OF

HAIR BIZ, Beauty Biz & Barber Shop Beauty Biz is published six times a year by mocha publishing ABN 65 091 846 189 No Part of the publication may be reproduced in any manner or form without written permission. Beauty Biz does not accept responsibility for unsolicited manuscripts, transparencies, original artwork or other material. The views expressed in Beauty Biz are not necessarily those of the publisher. No responsibility will be accepted if the publication is delayed or prevented by factors beyong the control of the publisher. No responsibility will be accepted for errors in copy, or for any loss arising from the failure of an advertisement or any part thereof to appear. © 2020 mocha publishing All rights reserved.

It’s beginning to look a lot like Christmas. October is the official start of “retail Christmas” as stores and clinics across the nation start to fill with Christmas decorations and Mariah & Michael are warming up their vocal chords for another year. Welcome to our Christmas Boot Camp issue. This issue I’ve assembled a panel of experts to help get you ready to crush it this festive season. From how to forecast your stock holdings more accurately so you aren’t left with Christmas packs into Easter, to keeping your staff motivated for profitability, and most of all how to finish 2020 with a bang! This year has been an emotional roller for us all, and even traumatic for some, including our salon, clinic and spa brothers and sisters in Victoria. October 26th will commemorate a total of 28 weeks closed in 2020 for Metropolitan Victorian clinics. That’s more weeks shut than open. Reviving Victoria shares the relentless fight to give struggling skin focused clinics across Victoria a voice in the face of reopening with facial services still restricted as we go to print. Nancy Abdou and Natasha Smits share their stories on the push for advocacy to make government see debilitating restrictions around facial services lifted. This month you’ll also find a great collection of articles to battle mindset coming out of lockdown and into Christmas, digital marketing strategies, plus a fabulous selection of Christmas Gift Packs in our Shop feature. We finally get to celebrate the winners of the 2020 ABIA and AMIA following an Australian first, the Live Stream Broadcast event on October 18th. Something different this year for sure, but it was most certainly necessary to still facilitate what we could in these challenging times. For those of you who did not watch it will still be on the facebook page @Australian Beauty Industry Awards and also the @mocha publishing youtube channel. As always we will be bringing you articles on all of the winners in coming issues. No matter where you are located throughout our beautiful country, I wish you all the very best for a super successful, positive and profitable pre-Christmas season.

Clare xo Clare Lamberth, Editor

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FEATURE 10 MINS WITH

MARG OTTLEY By Clare Lamberth

Beauty Biz Year 13 Issue 5

Marg Ottley is an inspiring clinic owner whose passion for her craft, for education and relentless pursuit for excellence has firmly placed her, and her multi award-winning clinic, Ultimate Care, as a jewel in the crown of regional New South Wales. WHERE DID YOU FIRST TRAIN IN BEAUTY THERAPY AND WHEN?

I did my first training with Diana Nolan School of Beauty Therapy in Hurstville, Sydney, 1976. I enrolled in a correspondence course as I lived over 6 Hours from Sydney, in Dubbo NSW, my home town at the time. I completed my theory by correspondence and travelled to Sydney for blocks of 2 week practical. I also got my first job in the only Beauty salon at the time in Dubbo, so I was like the first apprentice in Beauty therapy. After competing my Beauty, I decided to do an electrolysis with the amazing Shirley Strickland from About Face Academy and Beauty at Birkenhead Point. Shirley instilled in me the passion and desire to be the best I could be and she personally mentored me for years after and I was the first salon to bring Blend Electrolysis over the Blue Mountains at the time. This was in 1976 – 1980, I was 18 years old. (Omg, I sound so old!)

WHAT DREW YOU TO THE INDUSTRY?

I had always dreamed of becoming a nurse, but my commitment to school in the senior years was interrupted by a boyfriend on a motorbike (now my husband) and I left school to work in an office which I hated. During this time my sister got married and had the local beauty salon owner come to do the make-up. From the moment she walked in the door I was hooked on everything beauty, like so many young girls it was make up which drew me to this industry, but I soon learned it was much more. I would also like to mention that the make-up lady become my future employer and I worked for her for 6 years before opening my first business in Dubbo in 1984.

TELL US ABOUT ULTIMATE CARE, HOW DID IT START?

After moving to Mudgee in 1994 with 3 small children, I started a home business working 2 nights a week and also studied and completed a diploma in remedial massage. There was

only one other salon in town at that time. After years working from home the business had grown and I needed to expand. During this time I had constantly up skilled and attended many post-graduate courses in Sydney. I was ready to bring a modern multi-skilled Beauty Salon to our quaint little town. We secured a beautiful heritage cottage in the centre of the main street and opened on the 19th July 2004. I employed our first apprentice and I was the only Therapist on the tools. We soon became known for our passion for education and bringing the latest and best treatments to the country. We were the first salon to bring Pedi Spas, Microdermabrasion, Laser/IPL and injectable Doctor to the Mudgee region, and we were on our way to becoming a leader in our industry.

TELL US WHAT IT’S BEEN LIKE RUNNING A CLINIC IN A REGIONAL CENTRE DURING THIS YEAR?

I feel extremely grateful for living and owning a business in a small regional community during this turbulent year. I have personally and professionally felt supported and protected during Covid19. Like all business’s in our industry we had the lock downs for 10 weeks and during this time I started online consultations and a weekly online facial party to stay connected with our clients. We also started “Beauty in a Bag” home delivery service. We implemented strict Covid safety procedures when we reopened and to assure our staff and guests, we were a safe workplace. I also found the support from our industry was amazing with so many free educational webinars and chat groups with other business owners. The power of technology during this time has made us feel closer than ever. Our business has been busier than ever since re-opening and we feel very positive about the future.

YOU’VE GOT SOME EXCITING NEWS ABOUT TO HAPPEN FOR YOUR CLINIC, CAN YOU TELL US ABOUT IT?

Yes of course, after 16 years in our current beautiful heritage cottage we will be relocating to a bigger building in November 2020. The new building will see us move into the next chapter of Ultimate Care with a large, modern and state of the art clinic. We will be able to offer our clients even more professional treatment areas and a more comfortable work place for our team. We will be moving just down the road with corner exposure in the main street. We can’t wait!

WHAT ADVICE WOULD YOU GIVE ANY THERAPIST STARTING OUT IN OUR INDUSTRY?

Never stop learning!!!!!! Never think you have learnt all you need to know at beauty school. With social media and online learning, it’s easier than ever before to stay educated. I have been in this industry for over 35 years and I still love learning. My other advice would be if you are thinking of opening your own business, consult with a business coach specific to our industry.

WHAT WAS YOUR LIGHTBULB MOMENT AS A CLINIC OWNER?

My lightbulb moment was when sitting in a work shop with Brigette Benge from Cream Solutions, I realised I couldn’t do everything, and I had to step away from the treatment room and work on the business. During the 4-hour drive home after the workshop I implemented a plan to exit the treatment room. Within 6 weeks I handed over all my clients. I finally had time to concentrate on giving my staff the opportunities to upgrade their education and put KPIs in place, so all therapists were making targets. I was so worried I would lose money and clients, but it was the opposite. We have never looked back. Ultimate Care is based in Mudgee, NSW. Beauty Biz Year 13 Issue 5

FEATURE

SUCCEED | EDUCATE

Samantha Elliot is the Founder and CEO of SEIR Beauty School in Mosman, Sydney who has over 16 years of beauty industry experience in Australia, UK, Spain and Dubai. We spoke to Samantha recently about how she has successfully increased revenue for numerous beauty and skincare businesses through the specialised training and up-skilling of Beauty Therapists. HOW DID YOU FIRST GET STARTED IN THE INDUSTRY AND WHAT DREW YOU TOWARDS YOUR CAREER CHOICE?

I first got started in the Beauty Industry when I was very young, going with my mother for her monthly trips to the salon. I was obsessed with watching the Therapist perform a leg wax. I remember this very vividly the feeling of how soft my mother’s legs were after her wax and being fascinated about where all the hair had gone?! I began my actual career in the Beauty Industry after being accepted into one of the UK’s most sought-after Beauty academies in the world. I was very surprised, as I had barely any school grades. I believed education really was key. I managed to achieve distinctions in all of my exams, including anatomy and physiology. I landed my dream job as a Beauty Therapist at SAKS Hair and Beauty; the UK’s Number 1 Hair and Beauty franchise and my career began at just 16 years old the youngest to ever join the organisation.

WHAT ARE SOME OF THE MOST VALUABLE LESSONS YOU LEARNT IN THE EARLY YEARS OF YOUR CAREER, AND HOW DID THEY SHAPE THE SORT OF BUSINESS WOMAN AND THERAPIST EDUCATOR YOU ARE TODAY?

The most valuable lesson I learnt in those early years was that education is everything, but it has to be practical. I achieved my beauty qualifications at the highest standard, but when I went into the industry, I found I was truly a fish out of water. What I had learnt was not industry relevant. It was great in theory, but not practical, and I found myself hiding in the treatment rooms all day, petrified. Eventually I had an ultimatum by my employer. She pulled me aside to tell me she had over 30 applicants for my role and can pull out any one of them from a file to take over my position. From 10

Beauty Biz Year 13 Issue 5

there I knew something had to change. I had to teach myself.

WHAT DO YOU LOVE MOST ABOUT BEING AN EDUCATOR IN OUR INDUSTRY?

I love to be able to share everything about the beauty industry with our students. The Beauty industry is made up of lots of layers. I love to peel those layers back and share the good the bad and the ugly with my students. Giving them the true industry secrets and really preparing the students for the industry as it is today, with no airs or graces! I love our students and seeing them achieve their dreams is what it’s all about for me. I enjoy seeing our students master their craft and grow to become industry leaders themselves, it’s not just about what they learn here it’s about the outcome, Their success is our biggest advocate, helping them achieve their career goals and aspirations is the number 1, our students are our vips.

HOW HAS THERAPIST EDUCATION CHANGED AND EVOLVED OVER THE YEARS?

I feel education has changed a lot and it has had to, as this is an ever evolving industry itself, therapists are now not afraid to get together and talk about the changes at regularly hosted summits for example As well as facebook forums, these themselves are very educational for the everyday therapist. However, we need to be mindful as they are not always getting this information from the best sources. I also feel industry professionals are no longer hesitant to express how they found their entry into the industry, to prevent their future students from making the same mistakes. I also believe the training and education side of the industry has not changed enough! Educators still

INNOVATE | REWARD

need to be hands-on with their services and new treatments to remain current. Also there are not enough fairly priced accessible training courses for the every day Beauty Therapist to up their level of Skill.

YOU’RE MAKING SOME CHANGES TO FINALLY EVOLVE OUR INDUSTRY INTO MORE MALE-THERAPIST FOCUSED EDUCATION, CAN YOU TELL US A LITTLE BIT MORE ABOUT THIS AND HOW OUR INDUSTRY IS CHANGING TO BE MORE INCLUSIVE OF MALE THERAPISTS?

Finally! Yes, the industry is in need and has a large window of opportunity for male beauty industry experts! The first thing that sparked this is the fact that my son must sit on my knee every morning as he cannot possibly miss mummy’s make-up routine whist also practicing on himself with my make-up brushes, then it dawned on me and I said out loud I’m not sure this industry is ready for you yet, and that was the spark! if my son has a genuine interest to be a make-up artist or wear natural make-up himself as a male to cover up imperfections just like us ladies to boost confidence why should you feel any less accepted into the world of make-up and beauty? this industry is so far behind in gender equality especially in Australia. So, the question is why there were there no males in my classes? or even making enquiries? I felt that there is still quite a lot of stigma attached to males entering the beauty industry as Therapists. So, we wanted to make a change and give men a direct platform to assist them in their dream career in the beauty industry and we now have two options of very course that we offer so we can cater and support Male only training across

the board. I want to allow males to feel accepted and comfortable in this environment. To increase awareness and really push for the change. I wanted to allow an opportunity where men can dip their toe in the water of the Beauty Industry and see how it feels just to show them, they are welcome to this great window of opportunity it is theirs for the taking, and they can come and have fun with beauty just as we can as women, either for women, for men or themselves!

YOU’VE CELEBRATED SOME PRETTY SPECIAL ACCOLADES IN YOUR CAREER, CAN YOU TELL US A BIT ABOUT THOSE?

Yes, I have been very privileged to have received numerous awards and recognition within the beauty industry the first one was a Television show by the BBC in the UK for Beauty Therapist of the year back in 2008, one of our proudest achievements more recently being finalists for Educators of the Year at the ABIA Awards in 2019 which was amazing because we felt that we were officially recognised for all our hard work at the Academy. I have been truly blessed to be recognised as an industry support structure not just at the academy but also in assisting business owners thrive and succeed through my business development program.

HOW HAS THE PANDEMIC SHAPED THE WAY NEW THERAPIST ARE EDUCATED, ESPECIALLY RELATING TO THEIR PRAC SIDE OF ASSESSMENT?

We have had to adapt our business model. We offer online classes which has been a solution for many students. All of our students were moved onto this approach through lockdown. We worked around the clock to create virtual training

solutions. Thinking outside the box to make this as realistic and as close to face to face training as possible through an online platform. We also provided complimentary home visits for students for their practical components, following COVID 19 Safety guidelines. COVID definitely did come with its challenges because in the beauty industry, you often require the use of models and completing of practical assessments for a large portion of it. However, our students have been very diligent in completing assessments online, and have really surprised us with their progress, combining that with home visits, demonstration videos, and multiple collections of evidence it has helped to adapt and if anything has made us stronger and more determined then before to give the same quality with minor amendments of each technique and deliverable and have adapted to the situation we now live in.

WHAT’S NEXT FOR YOU IN 2021?

Who knows in this ever-evolving Industry? We would love to stay current and on top of the latest trends as much as possible. We enjoy venturing into new territories and can’t wait for the next thing to be thrown at us and are not afraid to re-invent the wheel for the greater good of the Beauty Industry, such as the Males in MakeUp Masterclass we are beginning on October 17th. We want to stay in tune with the times we live in and offer classes for anyone (female or male) that have a passion for beauty, Dermal Therapies and Laser. We have many more ideas about our courses for upskilling, special workshops for the new years but you will need to stay tuned via our instagram page for announcements! www.seirbeautyschool.com.au

Beauty Biz Year 13 Issue 5

FEATURE

#MUMBOSS MUMPRENEURS RECONGNISED NATIONALLY AT HOME. By Clare Lamberth

The AusMumpreneur Awards have celebrated some of our nation’s leading ladies in a new twist to their annual event with the awards going online in 2020. The Skin, Hair and Beauty Industries were also honoured, with 9 salon and clinic owners from across Australia recognised at this year’s event held online via Zoom for the first time. Thousands of talented mums in business from all over the country tuned in to the livestream to support and encourage the 420 finalists across 42 categories. The judging didn’t stop at the Finalist stage with entrants completing 2 rounds of judging including an online judging panel to claim victory.

WINNERS IN THE HAIR AND BEAUTY CATEGORIES INCLUDED:

Co-founders Peace Mitchell and Katy Garner

QLD/NT 1st Place - Julia Mann - Lash Tribe 2nd Place - Nicola Le Lievre - intherapy Ethical Beauty 3rd Place - Abby Stuart - Oi cosmetic Studio NSW/ACT 1st Place: Aimee Paananen, The Elegant Life 2nd Place: Louise Lugg, Goddess Health & Wellness Day Spa 3rd Place: Rachel Mead, Haven & Co VIC 1st Place: Kim Vespa & Aliki, Punk Angel 2nd Place: Tracey Hickmott, Natural Approach 3rd Place: Tanya Stanley, Beetanicals Co-founders Peace Mitchell and Katy Garner are passionate about supporting women. “We believe that to change the world we simply need to begin by helping women. When women are well and happy they can care for their families, when families are well and happy that flows on to their communities and when communities are well and happy that flows on to help whole nations!”

Investing in women, Peace and Katy believe, has the potential to improve the outcomes for education, mental health, physical health and social wellbeing for now and for the fu-ture. “This idea was what inspired us to create AusMumpreneur, Australia’s number 1 online community for mums in business, which supports, elevates, celebrates, represents and inspires the thousands of women who have created their own businesses that work around their family life.” Together they have written numerous books including ‘How to create your own success-ful and profitable business from home’ which is sold in bookstores nationally and they are also the authors of Amazing Mumpreneurs, The 7 secrets to standing out and What I wish I knew before I became a mother. Having traveled all over Australia working with women in business and helping them to develop their business at various conferences and live events they are passionate about being a voice for women and have been active in advocating for more recognition of the work of Australia’s mums in business with State and Federal politicians, to encourage more funding and support for women in business. “We’ve been pivotal in changing local government legislation, calling for a national con-versation and thanks to our lobbying the Queensland Government recently announced $1 Million in support for homebased business owners.” They have 7 children between them and are living proof that you can make business and family work understanding the challenges women face as mothers starting new busi-nesses and are passionate about ensuring women feel supported to find success through our online community, business school and events. Queensland double Winner Julia Mann said “These are crazy time we are in and trying to maintain

1st - Julia Mann - Lash Tribe

2nd - Nicola Le Lievre - intherapy Ethical Beauty

1st - Aimee Paananen, The Elegant Life

3rd - Abby Stuart Oi cosmetic Studio

a thriving, or at least functioning business was a challenge. But I love challeng-es and I feel so proud that I was given the opportunity to showcase Lash Tribe and took away 2 awards! The calibre of women who were nominated was outstanding and their stories were very inspirational. I am so happy to have connected with many of them, to stay in contact with and perhaps start some joint ventures together in the future. We have shown 2020 that we don’t care how bad the circumstances. We will continue and thrive and show our kids a brighter future.” Aliki and Kim winners of the Victoria shared “Although 2020 has been about social dis-tancing and working remotely, this year’s AusMumpreneur online festival made us feel closer than ever before. We respectfully acknowledge the great work of Peace Mitchell and Katy Garner in carefully curating an online event that brought such an inspiring group of women together, to share, learn, laugh and celebrate. It’s just what we needed.” The AusMumpreneur Awards are presented by The Women’s Business School and were created to inspire, celebrate, and provide a community for Australian entrepreneurs. Now more than ever Australian women need inspirational role models and a safe and supportive space to connect online, Peace Mitchell, cofounder of The Women’s Business School said. “These awards are all about recognising the growing number of mums who are achiev-ing outstanding business success while balancing motherhood”, states Mitchell. “I was blown away by the courage, resilience and entrepreneurial spirit of the award winners and I know that they will provide great inspiration for other women considering starting their own business.” This is the eleventh year the AusMumpreneur Awards have run, with the business mum community growing at lightning speed as mothers look for opportunities to join the ranks of small business owners in search of more flexibility, financial freedom and family time. The Women’s Business School co-founder Katy Garner adds: “The awards show the passion of

2nd - Louise Lugg, Goddess Health & Wellness Day Spa

women who want to fulfil their entrepreneurial dreams as well as be great mums. The number of women starting businesses has continued to grow in 2020! Of the 670,000 women operating a small business in Australia currently, around 50 per cent are mums with children at home. We are proud to be the number one community for mum-preneurs and showcasing the best and the brightest each year through these awards.”

3rd - Rachel Mead, Haven & Co

“We are delighted that so many deserving women have been acknowledged with this award, creating an outstanding business and being an inspirational role model and am-bassador for mums in business everywhere. We wish all our amazing AusMumpreneur Award winners every success.” Australias #1 Community for mums in Business can also offer a plethora of support including online education and more as well as the awards.

1st - Kim Vespa & Aliki, Punk Angel

Learn from some of Australia’s most successful and influential businesswomen by joining the Wom-en’s Business School, aimed to create a global movement of 100 female entrepreneurs that sup-port, nurture and empower 10,000 emerging women in business to become future business leaders through education, mentoring and sharing of their wisdom and experience by 2025. At the Women’s Business School you will receive training from world leading female experts and entrepreneurs as well as mentoring, advice and access to successful female business owners in the industry you are entering! Entrepreneurs that have made it BIG in business while keeping the balance right for their families.

2nd - Tracey Hickmott, Natural Approach

Each month Live Chats are held and group coaching calls with successful business women, this is your chance to talk with industry leaders from a range of fields who can help you to grow your business. Having direct access to women like this is one of the most valuable opportunities that being a part of this program offers. For more information visit www.ausmumpreneur.com

3rd - Tanya Stanley, Beetanicals

FEATURE

REVIVING VICTORIA By Clare Lamberth

As we go to print the Victorian Aesthetics Industry is in crisis. After months of shutdowns, (many clinics have been shut more than they have been open this year) lost income, and staff layoffs, clinics have finally been given some certainty with a date to reopen, October 26th.

There has been, however, one key restriction which accompanies the welcome relaxations which has shook the entire Victorian professional aesthetics industry to its core. No Facial Services, with guests required to wear compulsory face masks the entire duration of their treatment. With so many relying heavily, or primarily, on Facial-based services to support their staff wages & for valuable income upon reopening, clinics have been left crippled, or with their doors still shut. No further restrictions for the beauty and aesthetics industry have been set to lift until the state can maintain a fortnightly average of 5 or less cases per day.

When Nancy Abdou, owner and founder of The Australian Dermal & Laser Institute saw the crisis unfolding, she leapt into action to help spear head a campaign for notable government change. To shake the cliche “Beauty” stigma of the entire Aesthetics Industry and push for representation by members of government “Having heard and felt the pain, frustration and anxiety the Victorian Aesthetic industry was in, especially coming into the second lockdown, I knew that I needed to raise the industries awareness of our standards and what exactly “beauty” means to not just us, but to the community, economy and those we treat.” Said Nancy. “With that in mind, I petitioned to state government.”

THE PETITION READ…

“Beauty Therapy isn’t about outer beauty, it’s actually about inner confidence. It allows therapists and clinicians to offer a service that allows their clients to either feel relaxed or change their confidence levels by enhancing their skin, thereby enhancing their mental wellbeing. The Beauty and Aesthetic industry generate over $6 billion dollars to the Australian financial economy. It contributes substantially to an economy that is currently suffering and stifled. And as one of Australia’s largest cities, Victoria’s 14

Beauty Biz Year 13 Issue 5

salons and clinic contributes a large proportion of that $6 billion dollars. Employment rates have been their highest, with over 10,000 salons and clinics in Australia, again Victoria having a large proportion of those. Victorian salon owners and their team have been out of work since March 2020, - that is over 5 months, that their businesses have been shut down and providing services and therapy. Many of those, will not survive the financial impact of being forced to close, increasing the unemployment numbers. Beauty and Dermal Therapists, as well as cosmetic nurses, undergo extensive infection control training. They are taught the risks of cross contamination, protection and hygiene and the correct use of PPE. There has also been a Safe Clinics training program developed, especially designed around Covid-19 and best practices, of which over 300 Victorian salons and clinics have voluntarily undertaken.”

“There have been many in the beauty and personal care sector that have been working with us and I think each of them for their very constructive approach they have taken to making sure their facilities can be open as soon as possible, but safely,” Andrews said.

In Mid-September Victorian Premier, Dan Andrews announced “Following further considerations in public health advice, I can announce that beauty and personal services, where a mask can be worn for the entire time that the person is getting the services they are accessing, will be able to proceed in the third step alongside hairdressers. So, beauty and personal services where a mask can be worn will be in line with hairdressing in the third step and not at the almost last step of our roadmap.”

“I think it’s important that there is a reliable voice in our industry, within Victoria - I feel there is a lot of repair work that will need to be done, even when we actually do reopen. A lot of damage has been done to self-esteem, confidence, mental health and the like, a community-like spirit is definitely needed amongst us now and over the next 6 months. I am still on a mission to ensure the Victorian salons and clinics can treat the full face, in the same and safe manner as our counterparts in the other states - we don’t just save faces, we save people’s confidence, selfesteem and lives too!”

Nancy has partnered with MP Matt Bach who has made it his mission to advocate and rally for our industry to, not just reopen earlier than October 26th, but to also be able to fully treat the face. “We are still forging ahead with this mission,” said Nancy “as we can see beauty businesses are suffering and will continue to suffer having their hands tied, by not being able to perform treatments of the face. This is particularly frustrating, when other sectors or industries (who happen to be dominated by males) can treat areas of the face, without a mask, safely, yet the Aesthetic industry, which is female dominated, cannot.”

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INDUSTRY NEWS INDUSTR PANONE RELEASES PERIOD COLOUR

The Pantone Colour Institute has partnered with Intimina, a collective of experts on female health, to release Period, an original Pantone red color representing “a steady flow during menstrua¬tion.” The shade is intended to make menstruation more visible and help destigmatize normal bodily functions. The move is in line with the beauty industry’s rising focus on sexual wellness and emerging menopausal innovation: addressing bodies at every phase and stage. Period will serve as the banner for Intimina’s Seen+Heard empowerment campaign. Simultaneously, Intimina has donated £2,000 to ActionAid to assist women and girls living in poverty.

THE DERMAL DIARY LAUNCHES LUMINOUS LIFT

After a year of development, The Dermal Diary, best known for their signature facials, highly effective skin care products and expert advice and care from one of Australia’s leading skin therapists, Isabella Loneragan, has launched a revolutionary instant face lift kit, The Luminous Lift. The product delivers effective and immediate age correcting and lifting results to the face, neck and décolletage area, with just one 20-minute treatment. Formulated with B vitamins and Fucus Vesiculosus Extract (an invigorating brown seaweed), this proprietary blend is packed with antioxidants and amino acids to fight damaging free radicals and reduce inflammation. Effective and immediate age correcting and lifting results to the face, neck and décolletage area, with just one 20-minute treatment. Formulated with B vitamins and Fucus Vesiculosus Extract (an invigorating brown seaweed), this proprietary blend is packed with antioxidants and amino acids to fight damaging free radicals and reduce inflammation.

she posted on YouTube. Kattan has appointed Nathalie Kristo, president of North America at Huda, as her successor. Previously: 10 Brands Ranked Hottest in Beauty on The Cosmetify Index for Q1 2020 Kattan told her supporters that she originally was not ready to lead the business seven years ago and missed creating content for them. It was in 2018 when Kattan said she was ready to step down as CEO. “I knew at that point that the company had gotten into a much better place and I was ready to find somebody to actually take that role of CEO off my plate and allow me to be the founder I always knew I was; creating a vision, cultivating culture and working hand and hand with this person to help realize those visions,” Kattan said. As founder and chairwoman of Huda Beauty, Kattan said she will be more involved in the company than she’s ever been before, but “on a different level.” Kattan concluded her announcement by saying: “The sky’s the limit, we’re going to do some amazing things together.”

CORN KEY INGREDIENT IN NEW SKIN ANTIINFLAMMATORY

Mirexus Inc. has developed a natural solution called EnerZea (INCI: Zea Mays (Corn) Kernel Extract) to provide anti-inflammatory activity by protecting the skin against and repairing damage caused by stress and the urban environment. It is extracted from non-GMO sweet corn without the use of chemicals by a purely physical extraction and purification process. EnerZea can be used in a range of cosmetics and personal care applications for not only antiinflammatory benefits, but also to enhance moisture retention and the skin’s condition. According to Mirexus, EnerZea fights oxidative stress, feeds the skin to maintain its barrier function and soothes and maintains skin health and appearance under harsh conditions. The ingredient has shown rapid efficacy against various pollutants and other external factors. The company recommends adding it to the aqueous phase of formulas with moderate mixing before emulsifi¬cation or to the final phase after emulsifi¬cation at room temperature and below 40°C.

SAMPLING ON THE RISE DURING PANDEMIC

HUDA KATTAN STEPS DOWN AS HUDA BEAUTY CEO

Huda Kattan is stepping down as the CEO of Huda Beauty, reportedly something she decided she wanted to do for “a long time,” according to a video

With several months of rapid change, trial and error, and newfound wisdom to guide us, we’re beginning to learn how to move forward with the COVIDimposed “new normal.” This comes with long-term impacts for suppliers within the beauty industry, especially in the packaging arena. Those who meet the challenges head-on and treat these trials as opportunities for growth are rewarded with loyalty from brand partners, who themselves are adapting to the challenges. As we voyage onward, we can expect to see packaging suppliers boosting their sampling, innovating virtually and adapting to the demands for both safety

RY NEWS INDUSTRY NEWS and self-care in beauty. Many consumers will be less inclined to shop in-store retail for the duration of the pandemic and, due to retailer policies, are not likely to be provided with the option to sample/test beauty products physically in-store. Across the board, all of the packaging experts have seen their brand partners request packaging suitable for hand sanitizers, especially in the early days of the pandemic. But, as time has passed and the hand sanitizer shortage has lessened somewhat, brands are pulling back toward their core businesses. This has often meant taking a deeper look at the type of packaging they typically utilize and adapting accordingly. The stress and upheaval of 2020 is taking a toll on many people, and they’re regarding self-care in an essential new light. While the pandemic has meant a slow return to salon and spa visits, many are continuing to amp up their athome regimens.

NASA LAUNCHES ESTÉE LAUDER’S SERUM INTO SPACE

BLISS TAKES THE CAKE.

The Sutherland Shire Local Business Awards acknowledge outstanding local businesses and their people who go above and beyond- providing exceptional customer service experience. During the past 30 years, the Local Business Awards Trophy has become a powerful symbol that local businesses aspire to. Bliss Day Spa were thrilled to be finalists along with several other salons from the Beauty Industry in the 2020 Local Business Awards. “We are honoured to be awarded the winners of Outstanding Beauty Services”, said Daniela Boerma, owner of Bliss Day Spa, “It is wonderful to be recognised for our hard work and dedication to our clients. Our team is committed to ensuring the wellbeing of all our clients, and results driven treatments for the best outcomes.”

CELEBRATING 25 YEARS OF ALPHA-H

Estée Lauder will become the first beauty brand in space after NASA launches its Advanced Night Repair Synchronized Multi-Recovery Complex aboard the Cygnus spacecraft on September 29th, 2020 as part of NASA’s efforts to “enable business opportunities on the International Space Station. According to Estée Lauder, the night repair serum will be photographed for use on the brand’s social media platforms. They chose its Advanced Night Repair Synchronized Multi-Recovery Complex to go to space because they have said that the iconic product has shaped the future of skincare with a legendary legacy of firsts. In 1982, it was reportedly the first night time repair serum in the industry and the first beauty product to use hyaluronic acid. “We are thrilled to be the first beauty brand to go into space,” said Stéphane de La Faverie, group president The Estée Lauder Companies & global brand president, Estée Lauder. “NASA is at the forefront of space exploration, and as a leader in skincare innovation, Estée Lauder is proud to support the incredible work NASA is doing to promote a space economy by being the second-ever commercial product to launch.”

GEN S NEW CLIENT FOCUS GROUP

Generation Silver (Gen S), as I call it, made up of baby boomers and some of their older Gen X sisters, also has by far the most disposable income. According to NerdWalleta, 80% of them are covering at least some expenses of their adult children. Make no mistake, they are tech- and social-media savvy. And, believe it or not, have great influence over everyone younger. The current Gen S are still dictating the trends as they have always been ahead of the curve in fitness, fashion, beauty, travel, culture and business. Capture Gen S by showing them respect, results, reassurance and opportunities for them to live their happiest, healthiest lives yet.

This year marks the 25th anniversary for iconic Australian skincare brand Alpha-H and over this time, the brand has grown exponentially celebrating many milestones. A pioneer in its inception, and now an authority in the use of Glycolic Acid and other Accelerating Acids, Alpha-H creates formulations that harness the combined benefits of clinically-proven actives and antioxidant-rich botanicals, to offer corrective and preventative solutions for

the full spectrum of skin concerns. The Alpha-H story began on Australia’s Gold Coast in 1995 as a crusade for former beauty therapist, Michelle Doherty. A small family business with a mission to become the go-to experts of skin resurfacing, pioneering and defending the use of acids in skincare during a time when this was a scary thought for many. The year 2000 saw the creation of the now cult favourite resurfacing treatment Liquid Gold. Originally created as an at-home treatment to maintain the results of professional peels, this ground-breaking exfoliating Glycolic Acid treatment quickly gained traction and propelled Alpha-H into the limelight. It’s Liquid Gold’s unique low pH delivery system that amplifies the efficacy of hero ingredient Glycolic Acid to produce the transformative results that have earned it a global cult following and made it a staple for beauty enthusiasts and the industry elite alike. Over the years, Alpha-H have welcomed multiple new additions to the Liquid Gold range, these include Liquid Gold Firming Eye Cream, Liquid Gold Ultimate Perfecting Mask and Liquid Gold 24 Hour Moisture Repair Cream. Utilising a blend of combination Alpha Hydroxy Acids, natural fruit acids, and Hyaluronic Acid, these rejuvenating products continue the Liquid Gold legacy, transforming the skin to achieve the Liquid Gold Effect. Currently, Alpha-H is sold in 32 countries around the world and ships to over 100 countries globally from alpha-h.com. Although Alpha-H has global reach and success, they continue to value their Australian provenance with their sustainability efforts and passion for supporting local. “At Alpha-H we work hard every day to make sustainable, environmentally

INDUSTRY NEWS INDUSTR conscious decisions across all areas of the business; from manufacturing to marketing. We will continue to make improvements whenever we can. Every change counts. One of the actions we’ve taken recently is to increase the number of local suppliers we use. As an Australian business we like to support other Australian businesses, but we also recognise the importance of reducing damaging carbon dioxide emissions from the transportation of raw materials”, said Stephanie Forge, Alpha-H’s Global Brand Manager After 25 years, Alpha-H proudly celebrates setting a new gold standard in corrective and preventative skincare. Building on their heritage and success, the brand is being reimagining into the future with a refreshed vision and refined range. Their position remains unchanged; cult, clinically sophisticated, results-driven skincare renowned for transforming even the most problematic skins – bridging the gap between the beauty counter and cosmetic procedures.

A VIRTUAL BEAUTY ACCELERATE FOR 2020

Beauty Accelerate 2020 will explore the industry’s “new normal” during a 100% virtual event, to be held on Nov. 2-5, 2020. Priced for maximum accessibility in challenging times, this collaborative forum for beauty marketers, founders, executives, R&D managers and cosmetic scientists will deliver virtual presentations on business and brand strategies, emerging technologies, and market data, as well as live Q&As and intimate roundtable discussions to share further insights. Sponsored by Global Cosmetic Industry and Cosmetics & Toiletries, Beauty Accelerate Virtual will provide attendees with the knowledge and tools to thrive and innovate in a changed world. “Beauty has been fundamentally reshaped by everything from COVID-19 to Black Lives Matter to the ongoing mission of sustaina¬bility,” says Jeb Gleason-Allured, content director of Global Cosmetic Industry. “This year’s event will examine the implications of beauty’s new normal, as well as what’s next.” Taken together, the intensive 4-day innovation, insights and product development conference and curated networking event will inspire beauty brands of every size to innovate more nimbly and strategically in alignment with today’s rapidly evolving market. Key topics will include • Post-pandemic innovation, • Ingredient/formulation needs for uncertain times, • Emerging consumer insights in the time of COVID-19, • Feel-good beauty for stressed-out consumers, • The enduring importance of mission-driven brands, • Sustaining indie brands, • How retail has forever changed amid this most unusual year, ...and more! To register visit www.gcimagazine.com/virtual/

5 BIGGEST BEAUTY TRENDS OF 2021

In a recent report, WGSN - the trend forecasting company shares five need-toknow strategic ideas that will shape the beauty industry in 2021. The Ways Brands and Salons Should Prepare for 2021 have been named as:1 Igniting inclusivity: The inclusive beauty movement has expanded product

offerings to cater to more skin tones, hair types and gender-fluid consumers. In 2021, WGSN predicts the movement will continue with the inclusion of physical and mental needs. 2 Prioritizing sustaina¬bility: As consumer expectations grow, brands will need to embrace sustainable business practices, especially when it comes to water scarcity and how it will impact product development. 3 Streamlining products: WGSN encourages brands to “streamline products, but offer better formulations featuring higher active ingredients and multiple benefits.” 4 Embracing small but mighty influencers: Beauty brands should explore fostering relationships with micro-influencers, who have been found to have better engagement levels with their followers. 5 Showing your dark side: According to WGSN, “otherworldly aesthetics are emerging for beauty, so create make-up palettes with dark colors that allude to supernatural themes.

REFECTOCIL AUSTRALIA WANTS YOU TO FALL IN LOVE WITH TINTING AGAIN

Lash & Brow tinting and styling has been an integral part of beauty services for many years and these offerings are still very much on trend. The team at RefectoCil Australia wants to help therapists put colour and creativity back into lash and brow treatments. RefectoCil is offering a unique and complimentary online education opportunity, through Zoom. You can attend a Colour Blending and Creative Mixing master class with RefectoCil National Educator Hayley Sultana from the comfort of your home or salon. Topics included in the masterclass: 1. Mixing tints to customise colour that will compliment your client’s complexion and enhance their unique style. 2. Tips and tricks to maximise tint longevity. 3. How to lighten eyebrows with RefectoCil Blonde Brow. 4. How to transform naturally styled brows to high definition style using RefectoCil Oxidative tints in conjunction with the plant-based RefectoCil Sensitive range. 5. How to successfully incorporate RefectoCil aftercare products into your treatment to keep your client smiling long after they’ve left the salon! Drawing on 16 years’ experience in the beauty industry, Hayley wants participants to benefit from this session with a fresh perspective and added confidence in all facets of lash and brow tinting and styling. There are 8 colours in the RefectoCil Oxidative tint range that are designed to be mixed together to create variation of colour, so there’s no excuse for one shade fits all! There are also amazing colour blending possibilities when working with the Sensitive range and these products offer a great alternative for those clients who do not tolerate oxidative tint products With so many “hands on” beauty events being cancelled this year due to COVID-19 restrictions, RefectoCil Australia will be staying connected through these virtual demonstrations and master classes which will be accessible to all beauty professionals. Hayley is also available to discuss customised training programmes for salons, so please contact her on 02 7200 8452 to discuss your requirements. Fall in love with tinting again by registering for the master class at the website below www.refectocil-australia.com.au/education/

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COVER STORY

THE ULTIMATE CONVENIENCE

FAST BEAUTY TREATMENTS WITH EFFECTIVE RESULTS Choosing a lash lift, lash extensions or even just investing in a good mascara are things all our clients consider. What really makes them choose a lash lift? Well ultimately consumer behaviour and research play a pivot role in how humans make their purchasing and selection decisions, but it is increasingly evident that clients prefer convenience over anything when it comes to deciding on beauty treatments. With that in mind, the convenience aspect needs to be the USP (unique selling proposition) with all your marketing offers. If a client is opting for a lash lift, it is because it is quick, easy, convenient and affordable. These women value their time, and thus are seeking a low maintenance yet realistic and effective result with their lashes.

Everyone wants that natural yet glamourous look with their lashes, and for those who have never tried it and eventually realise how convenient it is, will soon be hooked on a lash lift. As beauty professionals in the industry, we really should be promoting and celebrating the benefits of the famous Elleebana lash lift and the essential convenience it offers.

Using this to your advantage by understanding your clients’ needs in detail can only help your solution offering. Giving the client what they want is what will set your business apart from the others and build that customer loyalty. We are in the industry of providing not just beauty services, but beauty solutions – and that’s why they love us.

It is a win-win, who wouldn’t want the convenience of this treatment and glamour result in return. There’s an untapped market out there just waiting to be told of the quickest and convenient methods for maintaining that glam. Women are known as complicated beings, but not when it comes to beauty treatments. If it is quick, convenient, makes us look better and makes us feel better about ourselves with minimal effort – we’ll sign on the dotted line.

Beauty Biz Year 13 Issue 5

More recently, we have seen an increase in lash lifts in salons, due to many customers wanting a quick treatment – no one wants to be in the chair for hours and many are now conscious of covid spreading so the quicker the treatment, the

better. With the easy to use hygienic single use sachets that client’s value, your lash lift service portrayed in this new light can only increase business and bookings. Elleebana does offer an online lash lift course for those who are looking to upskill and reap the benefits of this convenience our clients are now seeking. Otto Mitter, Managing Director of Elleebana talks about his inspiration behind the cult phenomena of lash lifting stating simply ‘that women are seeking a natural enhancement, minimal maintenance and are want impressive results with little downtime’. He shares that it was his key goal when developing the new Elleeplex Profusion range, given there was a need for fast acting results and to keep up with the demand and expectations of the modern-day woman. Otto studied his craft further where he completed a diploma in personal care formulation and advanced cosmetic science and set forth on mastering the art of formulating and creating innovative products that ultimately all clients would love. For those who haven’t yet explored this highly sought-after beauty service, lash lifting is set to take the world by storm now that the highly anticipated Elleebana Elleeplex Profusion range is in market. Otto further shares his passion for cosmetic chemistry in developing the latest innovative technology that Increase hair elasticity by 24% and hair strength of by 23%. He highlights that Elleeplex “boasts quality ingredients such as amino acids and plant-based substances, the new profusion range is vegan friendly, and offers incredible results” An advocator for education and advancement the industry through his training guides, manuals and video content available on the Elleebana’s YouTube channel – Otto desire is to share his passion and zest for learning and education with the globe. Which is a given since his mother (Suzette Barlin) was a pioneer in the beauty industry and co-wrote the very first government accredited Diploma of Beauty Therapy in Australia. Starting from humble beginnings, it is true destiny that Otto took over the family business and launched it to new heights, now exporting his beloved products to over 60+ countries internationally. As the slogan goes, ‘Australian Born, Globally Loved’ really does mark as a true testament to the brand given the global demand for his products, and thus his dedication for furthering his innovation and technology with creating the Elleeplex Profusion range.

2020 marks an milestone year as the brand celebrates 25 years in business. Elleebana has had an incredible journey, the brand predominately spent the first 15 years in business focusing on the Australian market and slowly but surely creating a great base of loyal customers across the nation. Elleebana has not been an overnight success by any means, Otto shares that he remembers around 15 years ago walking through the streets of Sydney knocking on the doors of salons and telling people about our products and offering free in salon demonstrations. There was no social media that we could use to promote our products and everything was either advertised through magazines, newspapers, trade shows and travelling door-to-door, so having to develop those face-to-face, person-to-person skills was very beneficial to me as we grew on our journey. The success story grew as our products developed an excellent customer base and cult following throughout the nation. Along came Youtube and of course Facebook and social media in general, this was the launching pad that we were waiting for. Once the interest started developing there Otto thought maybe it’s a good time to actually start flying overseas and offering his services for free to speak at various conferences and beauty exhibitions, Otto recalls that he would go and provide onstage live demonstrations and educational sessions at these events to try and spread the word about our amazing products. This was a huge investment and a bit of a risk – but something was telling me that I had to do it, as I started doing these events after every single event I would have somebody come up to me and say “Otto I really enjoyed your session, do you have a distributor here and can I work with you and your products”? From there, it all came together and a new wave of international business was formed. For those who are keen to learn more, all you need to know is that the newest range from Elleebana incorporates the latest innovative technology with amino acids and plant-based ingredients to strengthen and repair eyelashes and brows. For further information visit their website to find out more or check out one of Otto’s Youtube videos. www.elleebana.com

Beauty Biz Year 13 Issue 5

ABIA

Australian Beauty Industry Awards 2020

THE 9TH ANNUAL

ABIA’S & AMIA’S FIND BEAUTY IN A CHALLENGING 2020

After what has been an unpredictable and unprecedented year, Sunday the 18th October saw the Australian beauty industry embrace their own with a celebration which has never been more needed. Across the country beauty businesses and make-up artists have been overwhelmingly impacted by COVD-19 and the industry has been faced with juggling government guidelines and staff and client safety, whilst trying to maintain their bottom line. But, as the year draws towards a close, it was time for the beauty biz to pull together, put on their party outfits and cheer one another on. Launched in 2011 by esteemed trade visionaries Mocha Publishing, the Australian Beauty Industry Awards (ABIA’s), combined with the Australian Make-up Artist Awards (AMIA’s), are the trusted national award platform which provide a benchmark of excellence across both specialist and individual categories in beauty and makeup. As with first awards cab off the rank this year, the Australian Hair Industry Awards, this year’s long awaited ABIA gala event evolved into a virtual celebration in keeping with the socially distanced times. Yet again, the most aesthetically clinical, creative and entrepreneurial minds in the country, took to their screens across spas, salons and homes nationwide to discover if they were named winners for 2020 at the first ever live version of the awards. Hosted by love

your sister ambassador and longtime partner of mocha publishing, Samuel Johnson, as the special Virtual Voice over MC, the evening saw some of the most talented creatives and businesses tuning in to celebrate under these special circumstances. Making the difficult decision to cancel the annual gala event was one of the more unexpected moments in Owner/Publisher Linda Woodhead’s tenure; “We know how much the beauty industry look forward to this event and with our team putting so much time behind the scenes to make them incredible, this was a tough call. But it was also the right one. However, we wanted to be certain that although we couldn’t gather and enjoy champagne cheers in person, that there would still be this vital platform for the industry. Our beauty and make-up landscape is diverse and resilient and I am so incredibly proud of this year’s worthy finalists and winners,” Linda said. The ABIA special live announcement partnered with some of the biggest names and brands in the industry to bring this evening together including Dermaplane Pro, DermapenWorld, Shortcuts, Inskin Cosmetics, Sothys, Dermalogica, Gay

Wardle Education, Naked Tan, Kitomba, Biodroga, Dermaviduals, Elleebana, Sustainable Salons, Dateline Imports, Bellezza Australia, The Zing Project, Total Salon Solutions, Your Coach, The Global Beauty Group, Hilift, Academies Australiasia, Spectrum Science Beauty and Beauty Biz The comprehensive list of over 30 make-up artists, stylists, business, media and industry expert judges across the two award platforms included Rae Morris, Becca Gilmartin, Dale Dorning, Faye Murray, Julie Piantadosi, Clare Lamberth and Narelle Lancaster. “The Australian Beauty Industry Awards and Australian Make Up Industry Awards are integral to our industry and I was extremely honoured to be inducted into the Hall of Fame a few years ago. As a judge it is great to see how they recognise all genres within the industry, have well thought out criteria and winners are chosen based on their creative talents, industry knowledge, business and career excellence. The awards serve as recognition for both well established and up and coming Business Owners, Make Up Artists and the industry at large!” Rae Morris

ABIA

Australian Beauty Industry Awards 2020

THE ABIA WINNERS:

BEST NON-SALON BUSINESS PERFORMANCE OF THE YEAR Sponsored by Beauty Biz Inskin Cosmedics

BEAUTY THERAPIST OF THE YEAR Sponsored by Dermalogica Julie Botskor - Bliss Day Spa

BEST ECO SALON Sponsored By Biodroga Eco Spa

SALON MANAGER OF THE YEAR Sponsored by Total Salon Solutions Taylor Fenton - Macquarie Medispa

NSW/ACT BEAUTY SALON/SPA OF THE YEAR (4 TREATMENT ROOMS OR LESS) Sponsored by Dermapenworld Laser Sydney

BUSINESS DIRECTOR/OWNER OF THE YEAR Sponsored by Kitomba Rebecca Miller, La Bella Medispa

VIC/TAS/SA BEAUTY SALON/SPA OF THE YEAR (4 TREATMENT ROOMS OR LESS) Sponsored by HiLift by M&U Imports James Vivian

COSMETIC TATTOIST OF THE YEAR Sponsored by Dermaplane Pro Australia Georgina Westley - Distinctive Features Cosmetic Tattoo

QLD BEAUTY SALON/SPA OF THE YEAR (4 TREATMENT ROOMS OR LESS) Sponsored by Academies Australasia Oi Cosmetic Studio

SALON DESIGN Sponsored by The Zing Project The Skin Hub

WA/NT BEAUTY SALON/SPA OF THE YEAR (4 TREATMENT ROOMS OR LESS) Sponsored by Sustainable Salons Eden Aesthetics

BEST MARKETING Sponsored by Shortcuts Beauty Effects BEST SALON TRAINING Sponsored by Dermaviduals The Skin Coaches

NSW/ACT BEAUTY SALON/SPA OF THE YEAR (5 TREATMENT ROOMS OR MORE) Sponsored by The Global Beauty Group Nectar Day Spa

EDUCATOR OF THE YEAR INDIVIDUAL Sponsored by Elleebana Vanessa Main

VIC/TAS/SA BEAUTY SALON/SPA OF THE YEAR (5 TREATMENT ROOMS OR MORE) Sponsored by Gay Wardle Education The Skin Hub

EDUCATOR OF THE YEAR ORGANISATION Sponsored by Elleebana Australian Dermal Science Institute

QLD BEAUTY SALON/SPA OF THE YEAR (5 TREATMENT ROOMS OR MORE) Sponsored by Spectrum Science Beauty Simply Elegant

CUSTOMER CARE Sponsored by Sothys The Skin Coaches

WA/NT BEAUTY SALON/SPA OF THE YEAR (5 TREATMENT ROOMS OR MORE) Sponsored by Your Coach Eco Spa

SALON TEAM OF THE YEAR Sponsored by inskincosmedics La Bella Medispa TANNING SALON/SERVICE OF THE YEAR Sponsored by Naked Tan Beach St. Beauty Bar

QLD WHOLESALER OF THE YEAR Sponsored by Dateline Imports PROFILE SALON SUPPLIES

NSW/ACT WHOLESALER OF THE YEAR Sponsored by Dateline Imports PROFESSIONAL BEAUTY SOLUTIONS SA WHOLESALER OF THE YEAR Sponsored by Dateline Imports SOUTH AUSTRALIA BEAUTY SUPPLIES WA/NT WHOLESALER OF THE YEAR Sponsored by Dateline Imports ELITE SALON SUPPLIES VIC/TAS WHOLESALER OF THE YEAR Sponsored by Dateline Imports THE GLOBAL BEAUTY GROUP Australian Wholesaler of the Year Sponsored by Dateline Imports The Global Beauty Group AUSTRALIAN BEAUTY SALON/SPA OF THE YEAR (4 TREATMENT ROOMS OR LESS) Sponsored by Beauty Biz James Vivian AUSTRALIAN BEAUTY SALON/SPA OF THE YEAR (5 TREATMENT ROOMS OR MORE) Sponsored by Beauty Biz Nectar Day Spa

THE AMIA WINNERS: BRIDAL/FORMAL MUA OF THE YEAR Sponsored by Bellezza Australia Jane Truong HIGH FASHION/EDITORIAL MUA OF THE YEAR Sponsored by Bellezza Australia Shella Ruby Martin FANTASY MUA OF THE YEAR Sponsored by Bellezza Australia Colin Wilson Australian Make Up Artist of the Year Sponsored by Bellezza Australia Shella Ruby Martin

Facebook: Australian Beauty Industry Awards Instagram: @ausbeautyindustryawards #abia2020 #amia2020 Beauty Biz

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HEALTH

THE IMPACT OF STRESS ON GUT HEALTH By Chiza Westcarr

Beauty Biz Year 13 Issue 5

The impact of stress on gut health is such a relevant topic, especially for our industry. It is a subject that I have a very keen interest in. There has been so much chatter about gut health in recent times, that it is a topic that most people have heard about or now have an interest in. In this article, I focus on the impact that stress has on gut health, and some of the associated symptoms. The term ‘stress’ can be described as a physical, mental, or emotional pressure or tension, caused when a person perceives that the demands they are faced with, exceed their ability to cope. Stress can be both negative and positive. A degree of stress is necessary to help motivate us, to get us out of bed, to help us complete tasks. This is known as eustress. It increases alertness, sharpens concentration, and ups performance, and drive. Negative stress, also known as distress, occurs when we feel unable to cope. Distress decreases performance, affects mood, leads to poor dietary choices, and adversely affects health, one’s relationships and quality of life. Stress can be short or long term. When the body is exposed to perceived stress, good or bad, the ‘fight or flight’ response kicks in. The body’s central stress response system, the HPA Axis (Hypothalamus Pituitary Adrenal Axis) and the sympathetic nervous system are activated to maintain homeostasis. Physiological reactions occur, commencing from the hypothalamus, via the pituitary gland to the adrenal glands, and a cascade of stress hormones is released, which include corticotropin-releasing hormone, adrenaline and cortisol. To aid fight or flight, vital resources, such as elevated blood glucose levels, increased blood supply, and stress hormones adrenaline and cortisol, are sent to the key organs such as the brain, heart, lungs and muscles. Heart rate increases, breathing quickens, senses sharpen, pupils dilate, and muscles become taut. Non-essential functions such as digestion, and sexual desire cease. Stress affects us all daily. The afore mentioned symptoms of stress are noticed

when there are deadlines to meet at work, when we are stuck in traffic on the daily commute, when dealing with challenging relationships, or having to discipline the kids. No matter the situation, the impact on the body is the same. Stress has an adverse effect on both our mental and physical health. Ongoing stress impacts many body systems including the digestive system and gut health. The gut is inhabited by trillions of microbes, comprising bacteria, fungus, viruses and archaea, known collectively as the gut microbiota. These microbes produce neurotransmitters such as dopamine, acetylcholine, dopamine and GABA, which are important for concentration, mood and motivation. They aid digestion, synthesize vitamins and biologically active substances, and influence weight gain and weight loss. Gut microbes also influence gut motility, protect against pathogens, and very importantly, they program the immune system, 80% of which resides in the gut lining. Bi-directional communication occurs between the gut and the brain, or the enteric and central nervous systems. This is referred to as the gut-brain axis, and links both the emotional and cognitive centres of the brain with peripheral intestinal functions. The gut microbiota plays an important role this interaction. It communicates via endocrine and immune pathways, via microbial metabolites such as short chain fatty acids, but more directly via vagus nerve signalling. The vagus nerve is the 10th cranial nerve originating in the brain stem and innervating the gut. It communicates information from the gut to the brain using neurotransmitters such as serotonin and GABA, which play a key role in stress regulation. Stress although considered a mental state, can physically affect the gut and its residents. A study found that high levels of stress affect gut microbial diversity. Beneficial bacteria deplete, and potentially pathogenic bacteria increase in number. Anxiety and mood

disorders are associated with changes in gut microbial diversity. Stress causes gut permeability or ‘leaky gut’, allowing the release of inflammatory molecules into the blood stream. Stress also affects gut motility, causing either diarrhoea or constipation. It can cause muscles of the colon to spasm, inducing cramping, and can reduce nutrient absorption. Disorders such as Irritable Bowel Syndrome (IBS) and Inflammatory Bowel Disease (IBD) are worsened by stress. In my line of work as a Nutritional Medicine Practitioner and Dermal Clinician, I see a lot of women between the ages of 28-65 who use alcohol as their coping mechanism. Many of these ladies drink every single day. They suffer from anxiety, depression, insomnia, inflamed skin, and gut issues. Instead of alcohol, I encourage my clients to add a fermented elixir to sparkling water, served in a champagne flute or wine glass. This makes it possible for them to swap out alcohol during the week, limiting their drinking to the weekend. I recommend bone broth, rich in l-glutamine and zinc, so important for gut repair. I also ensure that their diet contains is rich in fibre and low in processed, refined foods. Effective strategies for reducing stress responses include engaging in regular exercise such as walking, maintaining a social support network, meditation, and breath work which stimulates the healthy function of the vagus nerve. The vagus nerve also plays an important role in the autonomic nervous system, ‘our rest and digest’ system. It acts to counterbalance the sympathetic nervous system, and the fight or flight response, creating instead a relaxation response. Chiza Westcarr is a Dermal Clinician, Educator, Nutritional Gut Expert & Founder of Glow Skin & Nutritional Consultancy. Visit www.glowskinandnutrition.com

Beauty Biz Year 13 Issue 5

DERMAL

NEEDLING GETS A BOOST We are becoming smarter with the way we live our lives. Prioritising simplicity over clutter and appreciating intuitive innovations in technology lies at the heart of this. Skin Needling has come a long way from its original forms. Nowadays needling couples with collagen tightening Radio Frequency for faster, more superior results earning the loyalty and trust of clients. We spoke to Dr Steven Weiner, U.S. Facial Plastic Surgeon, to dive deeper into this latest advancement.

WHY HAS RFM BECOME SUCH A POPULAR ANTI-AGEING PROCEDURE?

RFM uses very small groups of needles to create heat in skin (dermis) and leaves coagulation zones. These zones can be considered as controlled injuries which result in neocollagenesis (new collagen), neoelastinogenesis (new elastin) and hyaluronic acid as the body repairs these areas. While lasers and High Intensity Focused Ultrasound (HIFU) can create coagulation zones, RFM can do this more safely, comfortably, and with less downtime.

THE PRACTICAL DIFFERENCE BETWEEN RF AND RFM.

Monopolar and Bipolar electrodes are generally associated with a ‘hot spot’ at the epidermis, and so epidermal cooling is absolutely required. The RF energy travels outwards from the electrode in a fan-shaped pattern as it seeks out the return electrode. Bipolar” RF, where the delivery and return electrodes are mounted in the handpiece. The depth of penetration of the electric current as it passes between the electrodes is limited to one-half of the distance between the electrodes. RF with insulated microneedles delivers energy via a needle which is insulated except for the very tip, no electrothermal damage is delivered to either the epidermis or the insulated area of the needle above the tip, unlike Radio Frequency. This is the only way RF can be used to generate fractional zones of coagulation not just mild reversible denaturation.

HOW DOES RFM INTERACT WITH CELLS?

Research has shown that heating the dermis to a high enough temperature will cause collagen coagulation which results in immediate

skin shrinkage, and kick-starts the wound healing process. Neocollagenesis and neoelastinogenesis are induced, and during the remodeling process, new collagen gradually replaces the old, leading to skin tightening. By heating the skin to 40- 48°C, collagen denaturation occurs, causing the hydrogen bonds holding collagen fibers together to denature. As the tissue cools, the bonds renature, but some change has occurred in the tissue architecture and a very mild wound healing response is stimulated. At temperatures from 55°C – 70°C and above the collagen is coagulated, the higher the temperature the more intense the degree of coagulation and the shorter the required exposure time to heat is needed. At 65°C a 1 sec exposure results in 63% of the collagen being denatured. As the collagen bundles are coagulated, they dehydrate and immediate tissue shrinkage is seen. This vigorously stimulates the body’s own natural healing process, and old, lax collagen and elastic fibers are replaced with fresh, young and better organized fibers. If temperatures are too high or prolonged, the reaction becomes so intense that the potential of heat damage to spread to the full thickness of skin is very high, resulting in excessive damage beyond the scope of the wound healing process, and ulcer formation is very likely.

WHAT SHOULD YOU CONSIDER BEFORE PURCHASING A RFM DEVICE?

1. Insulated (Coated) needles: Ultra-thin needles with a very small exposed area at their tip. This configuration protects the upper layers of the skin from heating, thus minimizing the risks of PIH and cutting the wound care and downtime. Essentially the skin surface just has multiple needle penetrations, similar to a microneedling procedure, and healing time is minimized.

2. Precise needle manufacturing and motor design: Upon review of all existing RFM devices, it was discovered that set depths of the needles rarely made it to their intended location. Deficiencies were found in the sharpness of the needles and the power of motor. Lutronic created a microneedle which stayed sharp, had a finer tip, and inserted exactly to the preset depths. The motor was made to have higher torque than the competition and inserted more rapidly. 3. Impedance feedback: Impedance is the resistance of the skin tissue to energy of the radiofrequency. Impedance is highly variable: various areas of the face/neck/body, hydration of skin, degree of sun damage, age, collagen content all affects the way the RF is transmitted to the tissues. There is also marked differences between individuals. If similar energies are given to areas of different impedance, the treatments will be highly variable and uneven. 4. Realtime energy delivered: Be able to measure the energy delivered per pulse as well as cumulative energy per treatment. This is key to treatment confidences as treatment is now based on energy delivered rather than number of passes. If there is a variance from the energy set per pulse and energy delivered, there is a warning light/sound to alert the operator there is something amiss. This can represent an error in technique or improper settings for that patient’s skin condition. Article submitted by Lutronic ANZ www.lutronic.com.au

Beauty Biz Year 13 Issue 5

C O L O U R

T I N T

S Y S T E M

U N I Q U E R E- G E N T EC H N O LO G Y B O O ST I N G N O U R I S H M E N T & ST R E N GT H FO R L A S H E S & B R O W S 8 L UXU R I O U S CO LO U R S AVA I L A B L E W I T H 1 0 0 + A P P L I C AT I O N S P E R T U B E LO N G L A ST I N G D E F I N I T I O N A N D D E PT H O F CO LO U R

I N N OVAT I O N I N P E R M A N E N T FO R P R O F E SS I O N A L S BY E L L E E B A N A info@elleebana.com

w w w. e l l e e b a n a . c o m

@elleebana

elleebana

DERMAL

LUSCIOUS LIPS!! By Will Fennell

I failed 9th grade history thanks to a boy with a pair of the most kissable lips you have even seen! I would never have even taken history if I hadn’t been lured into it by the chance of sitting with him, only achieved, I might add, by moving the chubby little girl that was sitting next to him! As I sat down coyly, he smiled and introduced himself, seemingly unfazed by my overzealous behaviour. When I think about it, he was probably blinded in the light of mine, oh sorry, I mean his own gorgeousness. Over the next twelve months I sat and drooled every time he pouted and looked my way. I’d watch his lips glisten in the intensity of the afternoon sun shining through the windows. I hung onto each question he asked me, wishing with all my 15-year-old hormonal desires that his lips were instead puckered up next to mine…. Needless to say, my marks plummeted! The ending to this lip-lusting story is a sad and sorry one. Did I ever get to taste those sweet kissing machines? Alas no - apparently that only ever happens on Netflix! Real life meant that the chubby little girl I had ambushed, came back from Christmas holidays the next year trim and gorgeous. She and “luscious lips” then hooked up at the first school disco of the year and two years later, still together, were crowned Prom King and Queen. Ask anyone what the sexiest part of someone is, and many will say the lips. I mean kissing really is the most delicious thing to do, don’t you think? But often our lips are dry, cracked and uncared for, and extremely un-kissable. And for good reason. Skin on the lips is exceptionally thin, only 3-5 layers, compared with 16 layers for typical facial skin. Thus, it’s actually the visible blood vessels that give lips their red or rosy appearance. Except in the case of darker skin people, lips

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have no melanocytes that would give them natural protection from the sun. This makes them more prone to skin cancer than many other parts of the body. Further, excessive UV exposure causes deterioration of your lip’s collagen; the sun quite simply breaks down the supportive tissue that makes lips full, firm and kissable. Collagen loss in the lips is usually at a rate of about 1% per year, and more if they go unprotected. All this combined with the fact that lips contain no sweat or oil glands (that would help to keep them moist). Means you need to educate your clients that they ABSOLUTELY must keep them moisturized and covered up from the sun. Remember lips need to be exfoliated too. Product companies are now selling lip scrubs, many of which are excellent but, to be honest, the simplest and best way to keep your lips smooth is to brush them with a damp, soft bristle toothbrush every few days. But exfoliation is only part of the secret.

7. Mix up a small amount of equal parts full cream natural yoghurt and active Manuka Honey (www.manukahoney.com) 8. Apply this to the lips and eat what’s left yourself - delicious! 9. After 10 to 15 minutes, remove with warm water. Finish by applying a lip treatment lip cream, not a gloss or a petroleum-based balm, these protect the outside, but do nothing to help build the moisture levels in the lips. For that you need a lip cream packed with hyaluronic acid. I don’t mind boasting and if you ever see me at the ABIA’s come up and ask for a quick pash and I will show you the most perfectly kissable lips!!! By the way, “Luscious Lips” messaged me on Instagram a few months back. Do you think a wink emoji means I am still in with a chance?

HERE IS A GREAT LIP TREATMENT YOU CAN DO IN THE SALON 1. Apply a generous layer of plain petroleum jelly onto the lips. 2. Leave it to sit for 5-10 minutes 3. Dampen an EXTRA soft (new and recyclable bamboo) bristle toothbrush with warm water and then massage in the ointment or jelly using circular movements 4. Never be rough with the lips. It is best to stop and wipe it off to see how they are looking, then reapply and do more if required, rather than scrubbing them till they bleed. 5. Then let this sit for 3-5 minutes 6. Gently wipe off the excess ointment or jelly.

Will Fennell - the grooming guy Owner of Biodroga Australia www.biodroga.com.au Find him at @leskinbar_bywillfennell

BEAUTY & SCIENCE

FOR THE INDIVIDUAL BEAUTY OF YOUR SKIN

2020 AUSTRALIAN MAKE UP ARTIST OF THE YEAR AND HIGH FASHION/EDITORIAL MUA OF THE YEAR

SHELLA MARTIN

“I love every day that I get to make people feel incredible and cannot imagine myself falling out of love with this art.” SHELLA MARTIN

Shella Martin has mastered the art of balanced beauty by combining her considered approach to skincare with the versatility of makeup. A self-confessed beauty and fashion addict, Martin has been working as an events and editorial makeup artist for over 19 years. Martin has a natural ability to read people, and not in the conventional way. Her extensive experience as a Makeup Director on shoots for the likes of Vogue Australia and Elle demonstrates her natural ability to read the beauty pro le of each subject. Be that the de ned cheekbones of a runway model to the nest freckles of a beauty client. Martin celebrates the uniqueness of each individual leaning on superior techniques relating to shape, light, texture and colour to enhance and complement the creative direction of each project. “I keep my clients looking individual and unique without flooding skin or adding more layers than required.” Shella is always keeping her finger on the pulse with current looks and trends working alongside well-known makeup houses, drawing on her knowledge of trends with every opportunity. “I love every day that I get to make people feel incredible and cannot imagine myself falling out of love with this art.” These last 12 months have seen her be taken to Paris for September Fashion Week & Feb 2020 to work the next French leg with beauty Director Lucia Pieroni. In 2017, Martin was selected by renowned makeup director Pat McGrath to join her at Milan Fashion Week A/W17 as part of the o cial make up team for iconic Italian fashion houses Versace and Dolce & Gabbana. Assisting to McGarth, Martin tended to Kendall Jenner, Bella Hadid, British Royal Lady Kitty Spencer, Wednesday Campanella and Oliver Chesire. Martin applied her experience to an impressive line-up of commercial clients across the lifestyle category. In cosmetics and skincare, Martin has collaborated with international brands such as Marie Claire, Shu Umeura Art of Hair, Kiehl’s, Redken 5th Avenue NYC, L’Oréal Professionnel and Bioderma. Created how-to-looks for Mecca and been a beauty contributor for Marie Claire Australia, Stellar Magazine and The Daily Mail. This year Shella again held Masterclasses across Australia for both budding artists on the circuit who work alongside her and the everyday customers still tackling their own style. Sponsored by

2020 BRIDAL/FORMAL MUA OF THE YEAR

JANE TRUONG

Bridal makeup is one of Jane’s true passion and her focus on building a connection with her clients helps her go above and beyond to make her brides feel truly special. Starting her career in the makeup industry in 2006, she helps her clients with scheduling, vendor recommendations and advice on looking after the skin and personal grooming. “For me, it’s not just about the makeup, it’s about making the whole experience as memorable and special as possible - clients sometimes say they feel like I am one of their bridesmaids!”

“It’s about making the whole experience as memorable and special as possible” JANE TRUONG

Beauty Biz Year 13 Issue 5

Sponsored by

2020 FANTASY MAKE UP ARTIST OF THE YEAR

COLIN WILSON

Colin Wilson has been a makeup artist for around 20 years teaching vmany aspects of makeup at various training facilities for 13 years and specialising in body paint and SPFX Makeup. Taking reference from nature, plants, animals, insects, space etc, he is an expert in using colours and textures to create incredible designs. Sponsored by

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BEAUTY

COSMETIC SURGERY BOOM IS THE NEW FACE OF COVID-19 Men and women are using money they might have spent on overseas holidays to spruce up their appearance. Demand for beauty treatments including face lifts, breast enhancements, wrinkle relaxers and dermal fillers has increased by more than 50 per cent since the COVID-19 pandemic. Plastic surgeons are attributing the surge to everything from patients wanting an improved look for online Zoom meetings to using lockdowns at home for recuperating from invasive surgery. Money that might have been spent on luxury overseas summer holidays is being invested in bigger boobs, or a tummy tuck, they claim. “It is just extraordinary,” says Jenny Valance, general manager of the Australian College of Cosmetic Surgeons (ACCS), which is a fellowship of surgeons, dermatologists, ophthalmologists, doctors and other healthcare practitioners. “Normally there is an increase in Botox, fillers and surgery around Christmas time when everyone is going to parties and wants to look good,” she says. “But it is like Christmas in the middle of the year. Another side of people is coming out.” Australians spend about $1 billion a year on around 500,000 cosmetic procedures, more per capita than in the United States. Despite the theory that cosmetic procedures can improve self-confidence, self-esteem and life satisfaction, recent research revealed one-infive Australians suffer a dysmorphic disorder that makes them obsessed about perceived flaws in their appearance, which is typically minor or cannot be seen by others. Organisations such as the Butterfly Foundation have been formed to assist those affected by body-image issues. Eddy Dona, a plastic surgeon, says the lockdown has given many people usually living hectic lifestyles an opportunity to slow down, reassess what is important and maybe change direction. Dr Dona, a breast enlargement specialist, says women in their 20s are using money on cancelled overseas holidays to have “breasts augmented”, while young mothers are having their boobs “rejuvenated” and tummy tucks, which makes the abdomen thinner and more firm. There has also been an increase in men undergoing surgery, typically to “look younger” and to stay competitive in their careers, according to the ACCS. 38

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ZOOM INTERVIEWS

That has contributed to a 50 per cent increase in non-surgical producers, such as Botox, and other so-called “tweakments”, which include derma fillers, or substances that are injected beneath the surface of the skin to add volume and fullness. “We are seeing more and more men,” adds cosmetic surgeon Vivek Eranki, who says fillers in lips, cheeks and temples are increasingly popular. He says demand is being increased by the growing use of ZOOM for job interviews and business meetings. “It has been a wake-up call for the way people are presenting themselves,” Dr Eranki says. “These platforms position participants side-by-side, which can lead to comparison.” In other parts of the world, such as New York, there are drive-thru Botox bars, where patients arrive wearing a face mask, roll down their windows and receive treatment!

New treatments, such as Vampire facials, are also becoming more popular, which nvolves re-injecting the patient’s own blood to boost collagen and elastin production, creating a more youthful appearance. Others, including the Brazilian butt lift, which involves the transfer of fat to help create more fullness in the backside, are being discouraged because of increased health risk. Victoria is lagging behind other states and territories because the latest lockdown means diagnoses, elective surgery and non-elective surgery have been cancelled. The ACCS warns anyone considering injectable procedures to make sure their practitioner is experienced and has adequate back-up if there is an emergency. Reproduced from The Financial Review Reported by Duncan Hughes

BEAUTY

THE TRIUMPHANT RETURN OF THE

NATURAL BROW

By Elle Wilson

Women are finally coming back to the natural brow. The overly arched and blocky brow is on the way out and women are looking for feminine definition; stunning design. The future for brows is all about her beauty. “Let me be real”, she says, “I want to feel beautiful”. We have seen the brow go from pencil thin to thick, bold, unruly, there is no end to what fashion dictates. But, guess what... The unthinkable has happened and women are steering away from the fads and trends and getting very precious about their brows. Finally, we are getting picky, even a little too precious, about who gets to touch our brows. Just when we thought brows couldn’t get any more essential, they are hitting an all-time high. But, guess what... Your future guests are thinking about only one thing… Design! It’s a little like the Little Black Dress that changed the fashion world in 1926. Just after the first World War, Coco Chanel decided to do the unthinkable and create a little black dress. Back then, black was the color of servants or people in mourning. It wasn’t a haute couture color. Regardless she did it, she captured the essence of the woman in her Little Black Dress and changed fashion history, even still to this very day. Chanel designed the Little Black Dress to perfection. It expressed independence, strength, boldness and a new era began for women. Those little black dresses; I just keep buying them! So, does design matter? It is, right now, absolutely everything. Design comes first and finally, the natural brow will meet its artist. I have never before had more women banging down the door of natural brow artists to jump on the natural brow journey. 40

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Just like Chanel changed the fashion world nearly 100 years ago and made the Little Black Dress, world-class, natural brow design is stepping up and changing the brow world. Timeless design means women are seeking something unique and special that expresses their inner essence. They are stepping away from rulers and stencils and instead are embracing the beauty of freehand brow design. Freehand design means a little extra work for the artist, but a whole lot more beauty for the woman. It is the one and only ‘true loyalty’ token for the beauty professional. Design her brows like an artist and win her over in just under 50 minutes. That’s the new world of brows. Women looking for their very own personal artist to create their unique brow design. To be in the new brow design game, you need to look at a woman’s brow and consider what is already beautiful about it. Don’t look for flaws, gaps or the problems. Stop seeing the lack and rather, in the midst of all of the flaws, find the beauty and reveal it. Art, great design, hasn’t changed since the beginning of time. As the great master Michelango said hundreds of years ago, “the vision is there in the stone, all you have to do is remove the excess stone.” Imagine the beauty that we, as an industry, will have created on this planet as we too begin to rise up to the challenge, giving our guests and future guests, not substitutes but what they absolutely really want. See the vision in their brows and reveal it. It’s there, they know it and

they are scouring social platforms to find the one who will make it possible. It’s so simple to look at a woman’s brow and find all the lack. We have been conditioned to do this not only with brows, but just about everything. Find the problem and try and solve it - usually in the fastest and easiest way possible. Brows are problems. However, even if they are severely compromised, they are an opportunity for the passionate brow artist to create something truly beautiful. The soft, sweeping lines of a beautifully designed brow are highly sought after, as are the professionals who can offer women the most eclectic designs. So, where to start? 1. Choose a brow cosmetic product that can help your clients thicken their brows and still leave them looking natural and luscious as you work on them to perfect them. 2. Be sure to set your intention with each brow before you begin working on it. Create your vision before you begin, gain clarity, and then begin to remove the excess and reveal its beauty. 3. Remember, it’s hair by hair. Why would you rush a service that will promise you a loyal client for life? Go on girl, let’s make the world more beautiful. Elle Wilson, Creator of TrueBrow™️ www.truebrow.com

BIOLUMIN-C EYE SERUM MAXIMISING VITAMIN C BIOAVAILABILITY WITH PROVEN DELIVERY INTO THE SKIN

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Become a Dermalogica stockist. Call 1800 659 118 or visit dermalogica.com.au for more information.

PROFILE

REAL INGREDIENTS. REAL RESULTS.

More than just a skincare range, Prologic has been professionally formulated without harsh or unnecessary additives to ensure that every ingredient has a direct effect on the skin’s cells. Prologic ticks the boxes that so many can’t. A NZ owned, operated and manufactured skin care range, that is also vegan friendly, natural and places sustainability and ethical processes at the top of its core values. Based in Wellington New Zealand, Prologic has been formulated with the higher UV index in the southern hemisphere in mind. This has resulted in a skincare range that considers all factors contributing to skin conditions in the South Pacific. Working on strengthening the skin barrier defence system and balancing epidermal lipids, Prologic focuses on building strong foundations first, then slowly targeting specific skin concerns. By using ingredients that imitate the processes found in young healthy skin, Prologic delivers optimal results using natural skin identical ingredients to preserve the epidermis and the skin barrier defence system. Preserving the epidermis means protecting and strengthening the skins most important cells resulting in strong, healthy and youthful skin.

SUSTAINABILITY

We aspire to have as minimal impact on the environment as possible. We are proud to have FSC (Forest Stewardship Council) accreditation for our boxes and labels, this means they come from a sustainable and fair trade source. Ink used in printing our packaging is plant based, containing no chemical toxins or poisons. All packaging and bottles are 100% recyclable and consists of aluminum, glass and recyclable plastic. All of our formulations are created with both the skin and environment in mind, all ingredients

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With both retail and professional treatment ranges available you can be assured that Prologic will support all your clients’ skin needs both in the clinic, and at home. Prologic is a professional only advanced skin care treatment range, meaning it can only be sold by industry professionals. As a stockist, you will receive a full training programme, including a range of online resources.

PAULA CLIFFIN has been appointed the Exclusive Australian Distributor of Prologic Skincare. Paula trained and started her career 3 decades ago in New Zealand. She has owned and operated businesses in both NZ and Australia. She attributes her success as a specialist Facialist / Corneotherapist to constant post-graduate training – with a particular interest in caring for oncology and auto-immune challenged clients. A very important part of how she has chosen to practice and live her life, has been her sustainability footprint. Her clinic has been part of a resource recovery organisation called Sustainable Salons ANZ for many years. Prologic will also be part of this incredible movement. Education has always been the cornerstone of how she practices, as well as a huge commitment to sustainability in everything she does. It was a natural progression for her to jump onboard with Prologic, considering Prologic’s sustainability footprint.

THE WOMEN BEHIND THE BRAND

NO MINIMUM ORDER

are eco-friendly and do not have a negative impact on the microbiome of the skin or the environment.

ETHICS

Prologic prides itself on ethical processes, a 100% vegan skin care product that stands behind absolutely no animal testing. We work with suppliers that also believe in being ethical companies. Doing the best by their brand, business, staff and customers.

STOCKIST INFORMATION

Rachel Robertson and Paula Cliffin have a combined industry experience of 51 years. This means not only do you get your hands on products that work, but you can also utilise their extensive business knowledge RACHEL ROBERTSON is the founder of Prologic Skincare. Beginning her career as a hands on Skin Therapist, Rachel has travelled the world gaining experience and knowledge to help her build her brand. With a focus on continual education and a desire to create her own product line, Rachel completed her post graduate training in cosmetic chemistry. This culminated into further research into corneobiology, the science behind the Prologic Skincare range.

Prologic understands that every business is different and product demand can change over time. For this reason, a minimum opening order or monthly spend is not enforced. Instead, a tailored package will be designed for you to meet your specific business and clinical needs. To find more about becoming an Australian Stockist, Contact Paula Cliffin now. Ph: 0438 735 990 or email: info@prologicskincare.com.au W: www.prologicskincare.com.au IG: @prologicskincare_au @paulacliffinskin

â&#x20AC;&#x153;After completing my cosmetic chemistry training I recognised the importance of carefully researching the ingredients and formulations of the skin care I was using in my Salon. I love Prologic because each ingredient has been chosen to have an active effect on the skin. Most of the clients we see in salon have impaired acid mantles and this range is all about protecting and repairing this delicate balance. We love this range, thank you!â&#x20AC;? Stephanie Manning, stockist since Prologic launched in 2011

REAL INGREDIENTS. REAL RESULTS. PROLOGICSKINCARE.COM.AU

Xmas SHOP PURE FIJI TROPICAL CHRISTMAS CRACKER Includes Lip Balm 5mL, Body Mist 15mL, Body Butter 15mL. Available in Coconut, Guava, Mango, Moringa, Starfruit, Noni, Coconut Lime Blossom, White Gingerlily. www.au.purefiji.com PURE FIJI VANITY DUO Hand Wash & Body Lotion 300ml set. Available in Coconut, Guava, Mango, White Gingerlily, Co-conut Lime Blossom. www.au.purefiji.com SKINSTITUT SKINCARE ADVENT CALENDAR Getting you in the festive spirit Skinstitut’s Advent Calendar is packed with adored favourites & pampering essentials for you to indulge in this festive season. www.skinstitut.com AESTHETICS RX ANTI AGEING REJUVENATION KIT The premium solution for combating the visible signs of ageing. Our Anti-Ageing Rejuvenation Kit reboots skin, accelerates skin cell turnover and helps support collagen production so skin feels firmer, plumper, and brighter. Contains: Anti-ageing Rejuvenation Formula, A Serum and a Derma Roller. www.aestheticsrx.com.au ULTRACEUTICALS SERUMS COLLECTION Each collection contains an assortment of tried and true best sellers including Ultra A Skin Perfecting Serum 30ml, Ultra B2 Hydrating Serum 30ml, Ultra C23+ Firming Concentrate 30ml, Ultra Brightening Foaming Cleanser 150ml, Ultra UV Protective Daily Moisturiser SPF 30 Hydrating 100ml. www.ultraceuticals.com IMAGE SKINCARE HYDRATING ESSENTIALS Make every day brighter with Image Skincare’s best-selling cleanser and serum packed with nourishing antioxidants and vitamin C. Multi-action suncare defends against UV rays and helps to protect against blue light, the “everywhere light” our skin faces from screens—and the sun—every day. Includes Vital C Hydrating Facial Cleanser, Vital C Hydrating AntiAgeing Serum & Prevention+ Daily Ultimate Protection Moisturiser. www.imageskincare.com.au

IMAGE SKINCARE BRIGHTENING ESSENTIALS Add radiance to your routine, starting with a soothing botanical cleanser and serum that features vitamin C and plant-based brighteners to help promote even tone. The mattifying moisturiser provides broad-spectrum SPF protection against damaging UV rays and leaves a smooth, matte finish. Includes Ormedic Balancing Cleanser, Iluma Intense Brightening Serum & Prevention+ Daily Matte Moisturiser. www.imageskincare.com.au ULTRACEUTICALS HYDRATING DUO Twice as nice with the day night duo designed to hydrate, protect and maintain skin’s glow throughout the festive season. Contains Ultra Moisturiser Cream 75ml & Ultra Protective Daily Moisturiser SPF 30 Hydrating 100ml. www.ultraceuticals.com DERMALOGICA YOUR BRIGHTEST GLOW YET KIT This brightening, firming Vitamin C duo gives your skin – and delicate eye area – two reasons to glow on. Contains full retail size Biolumin-c serum and Biolumin-c eye serum. www.dermalogica.com.au DERMALOGICA YOUR BEST CLEANSE + GLOW KIT The best-selling Dermalogica Kit is back! Enjoy that ultra-clean feeling with full retail-size versions of Dermalogica’s Double Cleanse and Daily Microfoliant®. www.dermalogica.com.au THALGO – SPIRULINE BOOST GIFT SET Targeting the first signs of ageing seen in your 20’s linked to an urban lifestyle: pollution, fatigue and stress which acts to detoxify the skin and restore energy by protecting against oxidative stress. Contains: - Spiruline Boost Energising Anti-Pollution Gel-Cream 50ml - Spiruline Boost Energising Detoxifying Serum 30ml - Spiruline Boost Energising Eye Gel 10ml SKIN REGIMEN - REJUVENATING ESSENTIALS A powerful trio to eliminate their city-gray skin and restore a more youthful glowing complexion. The Gentle Cleansing Cream with delicate surfactants and Longevity Complex, removes make-up, SPF, urban dust, cigarette smoke and daily grime. The HA Booster with macro, micro, cross-linked hyaluronic acid and Longevity Complex, helps maintain hydration for longer and smooth the appearance of signs of ageing. The Tripeptide Cream firms the skin and protects it from daily pollution. Contains: - Cleansing Cream 150ml (full size) - 1.85 HA Booster 25ml (full size) Tripeptide Cream 50ml (full size)

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BLOG spot THERE IS POWER IN POSITIVITY IN THE MIDST OF COVID-19 By Elle Wilson

Why are some women diving into lockdown and coming up for air completely changed? We need to open up this conversation and stop looking at all the doom and gloom. I don’t know about you, but the mainstream media isn’t my go-to place for information. I don’t watch the nightly news or the morning shows to start and end my day. I couldn’t think of anything worse. I don’t listen to the radio. So, Elle, you might ask, what do you do? I like to choose my own music when driving. I listen to music that uplifts me and makes me feel good. As for where I get my information from, well it certainly isn’t the news stations. I don’t believe everything I hear, and I certainly don’t believe everything I read. My father was a Greek immigrant and he taught me a lot of things about life. The latter was just one of them. It just made sense to me and it gave me an enquiring mind. If you consider what the world wants, what you want from the marketplace, it is attention. Everyone is trying to get the attention of someone. Why? Because if you have someone’s attention, you can influence them, help them and add value to their lives. So your attention is priceless. The world doesn’t want your money first. They want your attention, and then they may want your money. So, what does this mean? One simple fact… Your attention is your most precious asset, and everyone wants it. Why does what we give our attention to matter? Because it will ultimately define our feelings and our thoughts. If you were to meditate all day and feel blissful and at peace you would be tuning into a finer frequency, through your own choice. A frequency that left you feeling awesome! But who can meditate all day, right? Well, the good news is that you can still feel joyful in the midst of this crazy storm the world is in. As beauty professionals, you are the caregivers of the world. You care for women and men in your salons, making them feel good. So, how about you devote some time to understanding how to feel good yourself? We’re undervalued by the world. That’s a fact and yet, we don’t need to believe for a second that 50

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we are not one of the most powerful professions in the world. As an industry, we collectively influence and effect billions and billions of lives each year. When we are empowered and feeling those good vibes, we influence how men and women purchase; we influence the choices they make about their skin, their hair, their nails, their brows, lashes, tans... the list goes on. We are the changemakers and so we have a responsibility to manage our awareness, our own attention, and keep it pure, clean and vibrant, free of negativity and fear. Being in lockdown doesn’t mean being shut down within, if you are taking care of your most precious asset - your attention and what you hand it over to. You will, without a doubt, enter a new level of peace and happiness. The greatest marketers in the world know this. Politicians know this, the media knows this, now it’s time for you to know it too. Love that you get to take care of your attention, where you focus it, what you allow it to be informed by. Your choice in this, will change your life and therefore, your business. This is a great little takeaway to consider... You are more than all of the sum of what you see, think, and feel. You are aware. You experience thoughts and feelings; they are not you. Just like I would tell my son when he was a tiny tot and afraid, you are the sky and the thoughts that rise up are simply the clouds. Be the sky and watch them pass by. He loved it back then and would fall fast asleep, even if moments before he was afraid. Consider yourself a little like a container that holds everything you see, feel, think, touch, taste. Too deep…?

I won’t apologise. You know why? Because your life is in your hands and the world has gone a little crazy. You deserve to remember how precious you are and how to access the joy and the magicalness within, even when the pressure is super high. Let’s start small... You consciously decide what to focus your attention on; what to give it to. You decide whether to switch on the news or listen to sad love songs, or whether to seek out something uplifting, loving, kind. Whatever you focus on will fill you up and you will become “it” until you decide to change and focus on something different. So, what are the women doing that are creating incredible change in the midst of this pandemic and uncertainty? They are taking control of their inner life. They are taking charge of the one asset that changes everything... their attention and what they give it to. They have come to understand as we go over it again and again. Your attention focussed on your choices will ultimately become your next. Let me leave you with one thought today. Say you are watching the news and you are feeling the energy inside of you erupt, you are feeling confused and the drama is raging. Suddenly, a friend turns up and she has a newborn baby. You turn your attention away from the crazy and fall into the magicalness of the little angel you are now holding. You chose and the entire universe changes. Your universe changes. Don’t think about it, Beautiful. Just do it. Become a conscious creator. Elle Wilson is the Creator of TrueBrow™ www.truebrow.com

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BLOG spot WHEN YOU WISH UPON A BIN By Paul Frasca Right now at Sustainable Salons, we’re embarking on an insanely exciting new operations journey. I can’t say too much, only that if (no, when!) our pilot is successful, it could open up an effective sustainability option to thousands of salons located out of metro reach. Our mission at Sustainable Salons is to make sustainability a reality for everyone, and expanding our service reach has been our top priority since day one. We’re inundated daily with requests from regional salons to be part of the program - some even offer to drive or mail their materials to our nearest metro centre! And while their eco-enthusiasm makes me a very happy man, as with most logistics systems, unfortunately, that’s not a sustainable model for them or for us. All the while though, we push on in the background to piece together a solution. So why hasn’t it come sooner? It’s no secret that recycling operators have made a sketchy name for themselves (I think they might even sit below politicians on the ethical foodchain), especially in recent years where so much of the industry has been brought into the light and shown to be ‘lazy’ (that’s the nice way of putting it) via programs like the ABC’s War on Waste. The consumer has finally been educated! At Sustainable Salons, we consider ourselves very different from your regular recycling service - we’re a social enterprise, we’ve found a way to bring the people, planet and profit tiers of true sustainability into one seamless program, and the only way this works is with integrity. We want to be sure that we can deliver 110% on the things we say we’re doing, which means if we haven’t quite figured it out start to finish, then it doesn’t go ahead until we do. There’s a lot to research and test and prove not only when it comes to recycling and repurposing modern products, but in collecting them, too! It’s our responsibility to make sure what we offer is accessible, effective, scaleable and most importantly, transparent. We must be able to hold up our side of the arrangement - to openly communicate to our members exactly what becomes of their materials once they’ve left the salon. And we’re able to do this confidently because we keep our operations local. These two promises we make are in place so that our salon members can enthusiastically shout from the rooftops (or their social channels) that their 52

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sustainability is genuine. Just to give you some idea of what that looks like, here’s a quick operations breakdown from behind-the-scenes at Sustainable Salons across Australia and New Zealand: 6 depots 22 recyclers 8 research projects 61 jobs 23 supported employees 70 sustainably-minded local product suppliers 7 government and corporate partners actively championing our efforts But, here’s the thing. Recycling is a two-way street. Organisations like us - and even your residential recyclers - rely on one important step to make sure our best practices don’t go to waste. It’s the part of the process that happens in those first few moments after a consumer has used/ emptied/exhausted a product: which bin? This is make or break. Here’s why. What you do matters. It’s easy to feel like you’re only a small piece of the puzzle, and that what you do probably doesn’t make that much of a difference. We hear this all the time in the sustainability space: “but I’m just one person”. Let me set the record straight here and now. Your actions at that moment determine not only that item’s pathway but potentially the pathway of the other items in that bin as well. When you know the item you’re holding isn’t recyclable, but suddenly you find yourself lifting the lid of the recycling bin… you’re wishcycling. It’s SO common! We’re wired to want to do what’s good. We generally want our choices not to harm anyone or anything. We want to be constructive, not destructive. And so even when we know it wasn’t designed for a second life, we put that product in the ‘wish-cycling bin’, hoping that someone on the other end can magically do something about keeping it out of landfill. Unfortunately, for an action that’s driven by good intentions, the outcome can sadly be the opposite of what you wished for. The success of recycling is based on creating pure streams of one material, which is why we give our salon members special bins to separate their materials during each service. That way, when we collect them, they’re neatly packaged into lovely groups of paper, plastic, metals and chemicals ready to be combined with other salons’ neatly packaged materials and sent off to the recyclers (who, by

the way, love receiving our pristine resources). When just one non-recyclable item finds its way into that pure stream, the entire batch of materials in that group can be contaminated and destined only for a hole in the ground. Even in your residential recycling, different councils have different recycling capabilities, and so when one says they can take a certain item but another says they can’t, it’s important not to ignore those instructions. And I believe this mindset is more crucial now than it’s ever been. With the abundance of mixed-materials, nonrecyclable PPE flowing through our lives daily, we have some tricky lessons to overcome not only about how we approach the tug-of-war between public health and the future of our planet, but what we do when public health MUST come before the planet. In this instance, as we try to do with every product we come across at Sustainable Salons, we look for the product that will do the job with the least negative impact, and often it’s a reusable (goes in the washing machine) or biodegradable (breaks down in landfill) alternative. So let me leave you with a nifty tip: when you’re faced with a choice, first think about the bin you’ll need to put it in at the end of that product’s life (and the anxiety you might have!). If you start there, chances are you’ll be happy to do your homework to make sure it’s the best option available. Don’t get me wrong - good intentions are awesome! This means you truly WANT to do things another way, for the better. All you need to lock in now is your fairy god-recycler… Keen to join the movement? Register your salon details at www.sustainablesalons.org!

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BLOG spot

IT IS THE SEASON TO BE JOLLY! Oh yes it surely is, especially after the year that we are having! As we come into the end of the year and into the festive season let us firstly reflect on the year that has been… and what a year, a year like no other. We all landed differently in this pandemic, but one thing for sure is that we were all affected by this pandemic. It has been a year of fear, change and panic… we were pressured to pivot and, for some, forced to pause… we had to learn to pirouette on a shifting carpet… yes it has a year where we have all been on the edge of uncertainty, and that can be physically, emotionally and mentally exhausting. So before we can embrace the jolly and joyful, perhaps we first need to honour what was difficult and give yourself a big round of applause for still being here for showing up, standing up and rising up when it may have been easier to sit down, shut down and stay down. And as we move into the Christmas trading period and we hold our breathe; wondering if it is all going to change again, well let us remember that all we can do on any given day is focus on what we CAN control, not what we can’t. What we know we can control for sure is our connection and service to the clients we are looking after. The Beauty Industry is in a unique position in this Pandemic… you can touch! I truly believe that in this time of social distancing and ‘no hugging’ that people will be craving ‘touch’, so don’t be surprised to feel 54

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By Julie Cross

like people are leaning in a little more. Clients may not even consciously be aware of it, but I truly believe they will be seeking you out because all humans need touch and a feeling of being close. So, know for sure that you are in a powerful position in our community and it is people like you that will bring our community through this time. Let me explain… It will not only be through the services you offer that you nurture your clients, but also it will be through the ‘energy’ you bring to those interactions, the conversations you have and the ‘feeling’ you leave your clients with. When you leave your clients not only looking fabulous, but also feeling joyful, positive and hopeful then know for sure that you are truly making a difference in your circle of influence. Those clients then walk away from you and go on to affect the people in their circle of influence, and that is what makes a difference in a community, one person at a time. As an inspirational speaker I get asked all the time, ‘How can I really make a difference in the world?’ And this is exactly how, we take the stage we have chosen to serve from and we add our care, our personality, our joy, our love and… as I call it, our sparkle, to every interaction, and that makes a difference in the world for sure, especially in a time like this.

on everybody’s skill set, practice where necessary… we need everybody match fit. And then inspire them with the big vision of the influence they have and the difference they make. Remind them that they are not only performing services but they are also nurturing hearts, soothing souls and making connections… and that they have the power of touch and physical closeness in a world right now that is physically and socially distanced. Let us also remember as we come into this time how important our energy is, do loving things for yourself, do what makes you happy and find your joy and jolly! Laughter truly is underrated, it re-energises us, makes us feel great and nurtures our immune system, and we all need that right now! And do remember that no matter what is going on in the world we always have a right to our joy. I think sometimes when other people are hurting we feel like we are some how not honouring them by us finding our happy… I understand that, however we can still have empathy and find our joy. And what the world needs right now is people that lift their energy, so that they may lift the spirits of those who need it. So heads up, smiles on…connect to that sparkle, love and joy and put the ‘jolly’ into the season, don’t wait for the season to bring the jolly to you!

So, let’s get ready for the festive season… it is our Grand Final time. Let us finish the year on a high.

Wishing you all the best for the rest of the year and remember to take the time to celebrate you and how amazing you really are!

Are the team ready? Bring them together for pre match motivational chat. Check in

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BUSINESS

WHEN SHOULD AND SHOULDN’T YOU USE TOPICAL CONTENT ON SOCIAL MEDIA? By Nicola Moras

Most business owners are aware of what’s going on in the world news even if you don’t watch the mainstream news channels. It’s disseminated through our newsfeeds directly into our hands on social media so we all know what’s going on locally, nationally and globally most of the time. Recently, we’ve seen the very fast spread and increase in frequency of people talking about COVID-19. We saw the spread of the news about the Australian Bushfires reach international shores very quickly. We saw the country pull together to mourn the tragic deaths of Hannah Clarke and her three children at the hands of her ex-husband, largely due to social media. People like sharing and engaging in issues that are topical. That doesn’t mean that you, as a business owner, should always talk about these things. Many of your audience are looking to you for leadership and inspiration, but how do you choose when and if to talk about events such as these on social media? There are five main steps to deciding.

1. DO YOU WANT TO TALK ABOUT IT OR DO YOU FEEL LIKE YOU HAVE TO TALK ABOUT IT?

There will be times as business owner where you’ll feel like you have to talk about something that’s going on in the world or that’s in the news. Other times, it’s more of an “I want to talk about it”. For example, we have seen schools release statements about potential school closures and how to deal with them. This is not something they want to talk about, it’s something they have had to talk about.

2. WHY DO YOU WANT TO TALK ABOUT IT OR WHY DO YOU NOT WANT TO TALK ABOUT IT?

If you don’t want to talk about something that is going on in the media, then don’t. It seems obvious, doesn’t it? This point calls for you to have a good conversation with yourself about why you do (or don’t) want to talk about something. When something happens on social media and you decide you either want to talk about it or feel like you have to talk about, it’s crucial you determine is ‘why’ you feel this way. Is it to educate your audience? Is it to inspire or motivate them? Is it designed to share the values of your company (or yourself if you’re an entrepreneur) through what you’re discussing? 56

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3. IS IT GOING TO BE HELPFUL TO YOUR AUDIENCE (AND THE ‘DON’T BE A TOOL’ RULE)

It’s important to determine at this point if what you want to share is going to be helpful to your audience. Is it helping them to solve a problem? Is it helping them to trust you more? When it comes to sharing your opinions on things that are topical, one of the to ensure you ask yourself is this: “Is this helpful for my audience?”. If you are making the decision to discuss a topic because you want to get something off your chest, and it’s actually not helpful for your audience, avoid it. For example. If your audience are a group of people who have generally high anxiety about something and you have an opinion that will inflame that anxiety, don’t share it. This is when you want to put in place the “Don’t be a tool” rule! Only share things that will be beneficial to your audience.

4. IS IT SOMETHING YOU STAND FOR OR STAND AGAINST?

Every entrepreneur, business owner and organisation have a set of values as well as things they stand for and against. If there is something happening that talks into what you stand for or stand against, my recommendation is to talk about it. For example, there were business owners who talked about Domestic Violence in light of the tragic killing of Hannah Clarke and her four children. We’ve recently seen the conviction of Harvey Weinstein and the subsequent 23-year

jail sentence handed down, and business owners comment on this. If you are willing for people to be aware of your stance on things, then by all means, do it. This shows your audience what you and your company is like at the core.

5. ARE YOU WILLING TO SHARE YOUR OPINION ON WHAT’S GOING ON AND BACK IT UP?

It can feel like you’re opening yourself up for both support and criticism when it comes time to share an opinion on something. For instance, there is a lot happening in the world at the moment with therapists and the push to only Bulk Bill in times where a lot of people still need therapeutic help, yet, may feel like they can’t afford it. If you have an opinion on this, feel free to share it. Make sure you also have the data and the numbers to support your opinion. Share the numbers on things and the way that you came up with your opinion. Many people look for the evidence when they’re choosing if they should listen to you or not, so make sure you provide them with that, so they don’t turn a blind eye to what you have to share. Nicola Moras is an online visibility expert and author of In the Spotlight (Major Street Publishing $29.95), a guides for business owners on how to create a powerful presence online that attracts the clients you want. Find out more at www.nicolamoras.com.au

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BUSINESS

5 WAYS TO NAIL THE RIGHT NICHE EVERY TIME By Nicola Moras

During Covid-19 we’ve seen business owners shift the way that they market themselves. Many didn’t have an online presence and needed to do something, anything, to stay afloat. There has been a lot of marketing that resembles throwing things up on the internet in the hopes that it will convert. Sometimes it works and sometimes it doesn’t. It goes without saying, though, that this haphazard approach is not sustainable if you want to thrive online post-Covid.

At its core, marketing is about helping your audience get to know you, like you and trust you so they feel confident to buy from you. The key to great marketing that works is niching. Do it right, and it will shortcut the time it takes for people to move through the ‘know you, like you, trust you’ process. Here’s how to get it right, every time.

1. WHO ARE YOU FOCUSSING ON?

The biggest mistake business owners make is trying to appeal to the general population. You may be able to help ‘everyone’ with what you do but you don’t want to market yourself that way. There’s the worry of missing out a huge segment of the population, the worry about being too specific and missing out on revenue. Your marketing will not be as effective if you are being broad. When you focus on exactly the person you want to work with, it makes your marketing easier. When you choose one person to focus on it helps you create content that resonates with them. This will shorten the time it takes for them to learn to trust you and then buy from you.

2. KNOW THEIR DEMOGRAPHICS

Demographics are an important element in niching. Knowing the answers to questions like: “What is their average age, marital status and do they have children or furbabies? Are they DINK’s or are they grey nomads?” will help you tap into what their life is like. People have very different life experiences at different ages. Additionally, the way their problems present are different. For instance, a 70-year-old grey nomad may need coaching on how to renovate a property as does a 30-year old person. Yet, the way that they articulate their problems is going to be different, because they are at different stages in their life. Identifying where they are at in their lives will help you create a mental image and will help you create marketing specific to them. For example. If the 30 year old is busy juggling a career, renovating a property and a pregnancy, you can make marketing specific to them. If they 58

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are a grey nomad who has all the time in the world but limited energy for renovating, you can create marketing specific for them.

3. TAP INTO THEIR PSYCHOGRAPHICS

Niching gets exciting when you start to step into the minds of your ideal client. Knowing what keeps them awake at night and what inspires them is important to know if you want to market to them and sell to them. Determine what their goals are, and their dreams and secret desires. How do they make their buying decisions? Are they types of people who say “Oh gosh, I need this” and find a way to make the finances work? Hint: if you don’t want to hear the ‘I don’t have the money’ objection, this is a key point to consider. This is going to help you to create marketing that shows empathy for where they are at.

4. GET EVEN MORE SPECIFIC

Most business owners have a favourite type of client who they love to work with. If you were to think about the qualities of your favourite clients, what are they? When you know these, you can use language in your marketing that draws these types of people to you. For instance, if you know that your ideal client is someone who is fun loving, spirited and driven to

succeed, you will create marketing to resonate with them on that level. If you know that your ideal client is calm, laid back and wants to take things easier on a day to day basis, you will create content that resonates for them.

5. REMEMBER THE PURPOSE OF NICHE MARKETING

The key with any and all marketing is to help build relationships with your ideal client and to help them to learn to trust you. When you focus on a singular person, you will find that your marketing efforts are rewarded much faster. If you ignore this in your marketing, you run the risk of your audience feeling disconnected to you and they won’t trust you. The ultimate payoff for nailing the right niche is your marketing will prove easier. Your content will be easier to create and the sales will flow with less resistance. The best thing of all, is you’ll have a business filled with clients you love. Nicola Moras is an online visibility expert and author of In the Spotlight (Major Street Publishing $29.95), a guides for business owners on how to create a powerful presence online that attracts the clients you want. Find out more at www.nicolamoras.com.au

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BUSINESS

CREATING COMMUNITY OVER COMPETITION By Tamara Reid

If 2020 has taught us anything, it is that none of us is as smart as all of us. The need for people of the professional beauty industry to put aside their differences and come together for the common goal of strength in numbers and voice to the government was never needed quite like it was this year. The sense to feel part of something bigger than our four treatment room walls or standalone business was one which resonated greatly throughout industry conversation and was heard in waves as the message of unity was a constant cry for help from those around us. Creating community is something I’ve been ingrained with since discovering my place in leadership. I’ve quickly learnt that you’re only as strong as the weakest person on your team and that we are much louder when we are all shouting for one common answer, rather than diluting the question into millions of tiny conversations. So how can you create community and be part of the change we need for the professional beauty industry?

A SHARED GOAL

Great for boosting team culture with the added benefit of community influence, leaders who encourage a selfless environment in their immediate space permeate their energy into industry conversation. When coming together in the community it’s less about any one individual person or business and more about sharing one united goal for us all to move towards together.

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ENCOURAGE DIVERSE PERSPECTIVES If we stay within the safety of who and what we know, we will never grow. The range of history, experience, culture and knowledge that can be learnt from others is of abundance when we connect through community. Bigger than our individual beliefs, community conversations encourage thoughts which may have never entered our minds before, opening our eyes to an entirely new perspective. Diverse perspectives allow for strength and adaptability across a variety of situations we are yet to be equipped with the limited beliefs we currently have.

PLACE FOR PROGRESSION

By listening for the sake of hearing, rather than listening for the sake of responding, we are giving value and validation to the voices around us. Communities give voices who may have been but a muted sound a place to be heard and platformed. By way of listening to hear, we are learning and through learning, we move from stagnancy to progression which ultimately only benefits the industry at large.

STABILITY AND LONGEVITY

With an average life expectancy of just 5~ years for a therapist, it’s time we increased the stability and length of time one spends in the professional

beauty industry. Now more than ever we need to raise the standards of generalists into specialists, increase the skills of managers to leaders, hold space for sales representatives to flourish into relationship managers and we will be on our way to building a better industry scaffold, strong enough to stand the shake of a pandemic or disruption of a recession. Through increased support, meaningful connections, progressive conversations and a mission above all else to encourage positive culture beyond our immediate spaces, we can build a thriving community within the professional beauty industry. I encourage you as a leader to begin learning more about what it is to co-create community. Great leaders are community facilitators who show up as their authentic selves for the sake of everyone, not anyone. Ask yourself, do you want to be an average leader like those who have come before you, or, do you want to create real change with the backing and support of an inclusive community, paving way for your exceptional leadership? Tamara Reid is the Founding Director of Beaute Industrie. Visit https://beauteindustrie. com for more actionable insights into growing your own community & business.

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BUSINESS

IT’S TIME TO RESET... By Jay Chapman

As we navigate through our journey of 2020, it’s never been more important to reflect on the highs, lows and inbetweens of the past few months.

As you’re contemplating the learnings from 2020, take a moment to think about what happened in your business and what came from it. Here’s an action plan to help you achieve this. There is plenty of truth in the saying that failing to plan is planning to fail, so while you may be feeling pretty exhausted after a big year so far, take a deep breath and think about what you can you draw on from both the successes, failures and challenges of the year and what changes you can implement in response. Take time to carefully analyse the successes, and review the changes based on them. If you’re an “out with the old, in with the new!” fan, I’d like to offer a cautionary word: don’t be too ruthless with wiping the slate clean. There’s merit in change of course! But make sure you are not just throwing the baby out with the bath water as they say. Be sure to pay homage to the past year by acknowledging and celebrating the wins, learn from your losses, reflect on every last thing you have accomplished and know that resilience is a very underrated trait to have! Try this on for size: dig deep, empty the ‘handbag’ on to the table and work through exactly what it is you’re going to put back in. Here are 10 questions for you to consider to help you achieve this, so get busy and bring the last 365 days to mind. 1. What was the single best thing that happened to you in 2020? 2. Pick three words to describe this past year (be sensible). 3. Pick three words your team would use to describe this year (don’t ask them!). 4. What was the best book you read this year? 5. Who were the top 3 people who inspired you this year and why? 6. What was the best part of salon ownership in 2020? How can you repeat this?

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7. What was the worst part of salon ownership in 2020? what did we learn from this?

still have some firing to do and once you have, you will move forward.

8. What was your biggest distraction in 2018? (be honest).

So I want you to have a think about a goal that you have, something that you want to change in your beauty business, or in your life. Now that you have that goal in mind what is your internal thought process telling you? Do you instantly think of all the reasons why you can’t achieve this goal?

9. What was the one action that allowed you to make the most advancement in business in 2020? 10. Now, what one sentence do you want stand by for 2020? Did you notice a pattern - was there a common denominator in both the highs and lows? Take a breath – was that common denominator you, the salon owner? INTERESTING! Moving forward will only happen once you come to understand what it is that holds you back. I firmly believe that business – successful business! - is 80% mind-set. Right now is the time to get your head in the game and take 2021 by storm. Let’s make a start. First up, we need to appreciate the concept of limiting beliefs and blocks, those little voices in our heads, the internal backchat that never ceases to ‘advise’ us on what we can and can’t do, say or be. I’m not talking about your conscience being your guide, I’m referring to those negative Nancy’s - the itty-bitty-shitty committee, which meets far too regularly and has too much selfimposed power. Want some good news? You can fire them. Just. Like. That. BOOM! The trick is to recognise that you have these limiting beliefs which hold you back from moving forward, and then deal to them. For example, are you where you want to be from a financial perspective; is your business positioned where you really want it to be; are your relationships healthy? If you answer no, no and no, then you

Yes, the pandemic has thrown us a curve ball, and a lot you had to wait until you were aloud open by the government to trade. BUT! there was a lot of time aloud to work on your business and create the future business you have always wanted. The most important question is, are you happy to have another 2020 all over again? Sounds like a silly question I know! I am more taking about you taking too much notice of the opinions and beliefs others held about you and/or your business. These limitations that hold you back are not your own. Not your circus, not your monkeys! For me, the biggest step forward was the people I chose to be around in 2020. They are people that have achieved what I want, that inspire me to be a better person and are positive influences in my life, both personally and in business Choose success, choose your company, choose happiness, choose abundance, choose change and choose to step your mindset up and out of your comfort zone in 2020 and beyond. You have got this! Jay is a senior ZING salon coach. For more salon smarts and wisdom, email ZING at jay@ zingcoach.com.au or visit the ZING website: www.thezingproject.com.au

BUSINESS

SECRETS TO RAISING YOUR PRICES By Jessica Kidner

Most salon owners I speak to have a resistance to raising their prices and even the thought of it makes their stomach churn. Fear creeps in that they aren’t good enough or clients will freak out and not return. However, like a lot of things, the fear and anxiety of this is far worse than the reality. If you have clients that are going to walk out because you have raised your prices a few dollars, then they were never your ideal client. If you’re competing dollar for dollar with a competitor on price, it’s a race to the bottom and that is a race you don’t want to win. I had the same concerns when I first started out, but I was actually more fearful of not growing my business. A quick google search will bring up a formula to price your services. A simple way to do it is add 2 - 5% to all your current prices - it’s a good start. A more lengthy process is to calculate the staff 64

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and product costs for each service and then add a suitable amount of profit margin. However, I’m here to tell you that the formula to raising your prices probably isn’t what you need. What you actually need is the courage and self belief to do so. As well as an understanding of the value your services provide to your customer. Regularly increasing your service prices is good practice to ensure your survival in the business world. It’s like a muscle you need to exercise to ensure you stay ahead of the game, build profit within your business and also the belief in yourself that your services are worth the money. And it’s a muscle you need to exercise on a

regular basis. Businesses need to keep growing in turnover. Not only are costs always going up, but continued growth will demonstrate that you have a healthy business ( great should you want to sell it). Growth will also give you more opportunities to expand, bring in new services or products and achieve those goals you have planned out. Raising your prices is the easiest and quickest way to increase your turnover. Having a system in place that outlines when and how to raise your prices will help to remove the anxiety you may have because you won’t have to build up the courage to make the decision.

The process that I used and still recommend to my clients, is to examine your expenses and prices twice a year. Building this process into your business management routine will remove the possibility of going years without a price raise and it will train your staff and clients to expect these adjustments regularly. In February, after the Christmas break, I would reassess my numbers to catch any new expenses that the business may have. Then I would review it again in September after the usual award rate increases and in anticipation of the upcoming busy season. Your price increase doesn’t need to be huge. Even just $1 is moving it in the right direction. Importantly you need to put work into understanding that being rewarded for your work in a monetary way allows you to give even more to yourself, your team, your clients and your family. Working on your mindset will enable you to feel confident each time you need to assess your pricelist and help you overcome any objections from your team or clients. You also become the mentor in helping your staff to understand why and how pricing is made in the salon, which will help to instill confidence within your team that the prices match the salon’s mission and their hard work that goes into providing each treatment to their clients.

MY 5 TIPS FOR RAISING YOUR PRICES

1. Make a yearly (or twice yearly) commitment to look at your prices and increase them even if it’s just $1 2. Educate your staff how and why your prices are increased 3. If you feel you need to, announce you are having a new menu release and send it out to every client via email and make copies available in the salon - but don’t seek permission from your clients to raise your prices. 4. Keep a spreadsheet of your expenses so

can easily review and make adjustments. 5. Don’t wait until you have run out of price lists to change your prices. Make the move now and you’ll be thankful that you did. Jessica Kidner is an ex-salon owner, who built her dream business, sold it for nearly 10X what she paid for it, and now shares her story to inspire others to do the same. Visit www.jessicakidner.net.

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BUSINESS

m a e r D

PUTTING THE IN TEAM

By Karla McDiarmid

The key to success and thriving during the final months of 2020 is all about your team, and how to get the best results for your business coming into this busy and stressful time of year. Over my eighteen years in business, I have learnt many things about management... It doesn’t matter how nice, happy, positive, passionate or generous you are as the owner – the strength & success of your business depends on how happy, positive, resilient & passionate your team is! To bring out the best in your team & getting them to work well together is a constant work in progress. Each day can present new challenges, every week an employees situation can change dramatically & the key to good management is flexibility, understanding and patience. I know for my team, we work in sync when we all have the same goal, we all understand the KPIS & why we need to achieve them, when the team treats the business as its own & then you have a winning combination.

SOME OF MY MANAGEMENT TIPS FOR SUCCESS:

· Discuss your breakeven and share how much it costs to open your doors so the team know exactly why we have KPIs & targets to reach each day & week. I loved when I first shared our breakeven the team were asking how can we reduce our expenses – it was a fabulous moment for me and something I had been scared to do for many years but they now understand why we had to reach set targets before we could buy new equipment or upgrade the business. · Ask your team what would they like as their reward for reaching targets – at Macquarie Medi Spa we have offered everything from Louis Vuitton handbags, dinners out, health retreat getaways, financial incentives & jewellery. · Sick leave incentives – I haven’t been able to advertise this with COVID but a financial bonus for taking no sick leave the team loves! So many business’s don’t reward their staff who are never sick! We got to September this year & I realised I had several employees who had taken no days

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off all year so I surprised them with a thank you gift. · Training – never stop training your team. For many employees it can be the only form of motivation and new learning they come into contact with. Especially mums who come to work to escape the baby talk and cleaning routines at home. A motivated employee will stay longer with you & retain customers with knowledge and enthusiasm. Your suppliers should offer FREE training on a regular basis – if they aren’t, you need to call them. · Make work fun! Every day / week have new ideas to uplift your team – the month we turned the spas into Fiji – I saw the biggest smiles & happiness in our teams. The morale was high, minimal sick leave & it was a really fun time to be at work. Make your business a fun place to work and watch your team thrive & rebookings & sales soar!

LEADERSHIP STARTS WITH YOU.

When managing people you need to continually be working on you – are you a happy, approachable, positive leader or are you miserable & whinging everyday setting the tone for the salon or spa. My top tips for what personally works for me & my business is ensuring you exercise during COVID and Winter I really struggled with this as I was so busy working on the business’s but I truly feel better when I exercise,I love to listen to motivating and uplifting podcasts, attend educational seminars on zoom or in person is a fabulous way to learn new tips & business ideas & every year I like to take myself to health retreat for some time out on my own to eat well, exercise & just visit the day spa every day and be pampered – this I feel is a must for every business owner in our industry! Karla is a Dermal Therapist, Mentor and the multi-award winning Clinic Owner behind Macquarie Medi Spa who helps fellow business owners achieve the same success & freedoms she’s found in her own business journey with her new venture, Secrets to Success by Karla. www.secretstosuccessbykarla.com

BUSINESS

CREATING #INSTAGRAMGOALS IS EASIER THAN YOU THINK!

By Sarah Garner

Ever look at your favourite brand’s Instagram feeds and think ‘wow, I could never have my feed looking like that’. Think again! It’s so much easier than you think!

An Instagram Theme encompass the rules to laying out your ‘gram and ensure that even your social feeds remain on brand and you guessed it – consistent. Thanks to your theme, every tile has a place, every colour has a purpose and when you start scrolling, that brand journey has us all heart eyes, praise hands and red dress dancer. Today, we’re sharing easy to implement ways to create your very own Insta goals by upping your feeds consistency and sticking to your very own theme. Out with the old and in with the new! Take a moment to give your Instagram profile a quick branding once-over. Is your profile picture a high-quality version of your logo? Does it fit in the circle? How’s your bio sounding? Take a moment to review your tone of voice and any include any must-feature copy. Are your highlight covers on brand or […gulp] non-existent? These are the elements that a potential customer sees before they’ve even interacted with any of your posts. Small but mighty, these elements can all be branding touchpoints that can make your page memorable and showcase that you’re the real deal.

LET YOUR BRAND BLOOM

Whilst every tile may not be a picture of your product or service, the imagery we use on our feeds can represent our brand, support our tone of voice, showcase our brand values and allows us to celebrate our brand story through the power of picture. Sticking to a selection of brand colours ensures that every tile has your signature flair. Take our ‘gram for example! Our @digital_bloom feed showcases our love for all things yellow and good vibes. Scrolling through our feed, you can quickly connect our Insta with other online touchpoints such as our website and Facebook group. Creating a signature quote tile or two in your branding is a brilliant way to make your feed instantly synonymous with your brand whilst giving your feed a serious upgrade! Using your own branded tiles gives you the freedom to share content that aligns perfectly with your brand, in

your tone AND in your fonts and colours – a dream come true! We recommend Canva to create your tile transformations with our Bloom Bootcamp on hand to help you navigate Canva creations with confidence. Use your brand identity to further develop your Instagram aesthetic. Think of your social media feed holistically – when a customer is not using your product or service, what are they doing and how can we ensure our brand authentically connects with them?

different tile designs to showcase different brand messages.

For example, if you’re an organic relaxation brand then you’ll want to harness images of selfcare, nature and relaxing settings (#goldenhour anyone?) whereas a loud and bold brand may sway more towards bright imagery and punchy neon’s. Seek inspiration on stock imagery sites, Canva photos or even scrolling through your own Insta feed to seek inspiration. Just be sure to credit accounts you repost from.

Social media management apps such as Planoly and Plann allow you to visually map out your feed before scheduling so you can see what your masterpiece will end up looking like. For branding on a budget, pop your pics in a Canva template or a word document table.

CONSISTENCY IS KEY

Like any branding activity, consistency is key. Take your revamped strategy and start developing a consistent theme for your feed! Some accounts post their quote tiles down the middle, others stick to a consistent filter across the board, whilst some alternate between two

Have fun with mapping out your feed and discover what theme works best for you and your posting style. Pro Tip: if you love a spontaneous post, then consider a less structured theme. These style themes are less forgiving to in the moment posting.

Happy posting! Sarah Garner is the Founder and Creative Director at Digital Bloom, an industry-specific branding boutique dedicated to making your hair, beauty or wellness brand turn heads for all the right reasons. Contact Sarah at hello@digitalbloom.com.au or on 0425 795 636.

Beauty Biz Year 13 Issue 5

! s a m t s i r ChLETâ&#x20AC;&#x2122;S MAKE IT COUNT!

BUSINESS

By Kym Krey

If ever there was a Christmas season you needed to maximise in your business… this is it! It’s been quite a year to say the least and the beauty industry has taken more than its fair share of knocks, so it’s time to rise and rebuild. Let’s look at the most important areas for you to place your focus right now to ensure you’re walking out on Christmas Eve with a smile on your face and a healthy bank account. You’ll also have loyal, supportive clients wanting to support their favourite local businesses this year more than ever, so make it easy for them to choose you. On a practical note, this would be the time to make decisions on opening/extended hours and get your rosters sorted wherever possible, so clients can get appointments organised well in advance, and your team can have some certainty as to when they’re working and when they’re available for family and social commitments if, (touch wood), we’re all free to do so. So now, let’s turn our attention to maximising your income. Like many service industries, we are limited to some extent by the number of hours physically available to service our clients, so need to achieve the best possible return for that time. Once it’s gone…. it’s gone. For this peak trading period, you might choose to make some smaller or lower cost services unavailable via online booking, so you don’t find yourself turning away a much larger service or stuck with annoying pockets of unproductive time. Book your biggest or most profitable services with your most productive staff members- those who you know will deliver that service consistently well at a high standard under time pressure, and free them from more basic express treatments that may generate far less. That creates capacity for them to accept the highest dollar value work and achieve the income you need in the time you have. Of course, even if you’ve been diligent in booking clients well ahead, there will always be some level of ‘movement’ at the last minute, and your worst nightmare is no-shows, so confirm, confirm and confirm again, keep a cancellation list and even confirm your cancellation list the day before.

E.g. “Hi Stacey, we have you on our cancellation list tomorrow for a Signature Facial Treatment. We’re waiting for final confirmations to come in, but if we do get a last-minute cancellation tomorrow, will you be available at short notice?” Why? Because the last thing you want to be doing if you do get that last minute “I’m so sorry but I need to cancel” call, is wasting 10 minutes calling client after client who forgot they were on stand by and have made other plans. On that note, you’d be forgiven for requiring a deposit or pre-payment throughout this time to ensure that the clients you’re holding appointments for have every intention of showing up! Now, let’s talk about staff. When they look through their appointment schedule and see booked-out, back-toback days, week after week, it’s likely that they’ll feel a little, … well, pressured.

2. Keep the energy up and keep talking. Don’t just put your head down and go for it when the busy wave begins. The highest performing teams continually connect and check in with each other to review progress, identify and discuss issues and ensure that everyone is on the same page. Sprinkle your language with core values and reminders of who we are and what we’re committed to here, as you’re talking to your team each day 3. Expect that even the best of them may get a little tired or distracted through this time, so prioritise short pockets of time (e.g. your Morning Briefing) to review, identify where we’ve gone off track and gently and encouragingly bring them back to focus. And last of all, let’s set an intention to truly enjoy this special time of year. Yes, it’s busy and yes, we’ll all be working additional hours but let’s also remember to enjoy the ride and make it fun wherever we can.

Without your guiding influence, many will revert to what I call ‘survival mode’, which means trying to get through each client and treatment as quickly as possible to ensure they don’t run behind. Nice for efficiency, but terrible for maximising individual client experience and results. Number of clients goes up, but average client spend, retail and rebooking crash!

Healthy (or not so healthy) treats in the fridge, lots of ‘Thank You’s’ and the occasional unexpected and thoughtful gesture (having lunch delivered?) for your staff can go a long way.

Big opportunity lost. It became all about more clients instead of more with each client, but how do we avoid this?

May you be spoiled by grateful clients, buoyed by the spirit of the festive season and may your bank balance runneth over!

1. Prepare your staff well before peak trading begins. Talk about the importance of maintaining thorough client care throughout this time, listening carefully, diagnosing relevant concerns and prescribing ideal solutions. Remember the level of professional we’ve committed to be and what our client needs from us at this time.

Merry Christmas!

You’ve done the hardest of yards and you’re in the home straight. Now it’s time to steer your ship into (profitable) harbour.

Kym Krey is a Specialist Business Coach and Leadership expert helping business owners and managers achieve outstanding results from their staff. Get in contact at www.kymkrey. com.au or shoot her a DM via socials.

Beauty Biz Year 13 Issue 5

BUSINESS

STOCKING FOR PROFIT

By Shelley Barnes

Christmas is coming, which always means a busier time for salons/clinics. With the increase in guests around this time of year, it’s a great opportunity to take advantage of the increased footfall and service business, and also increase the retail side of your business as well. The key is to effectively maximise your profits through increased homecare sales, and ensure you avoid overstocks in January. We’d recommend following these key tips to effective and savvy stock management and sell-thru over Christmas.

TIP #1 ENSURE YOU HAVE ENOUGH BASIC STOCK

Many clinics miss out on increased sell through because they don’t plan to increase their stock holdings to coincide with the increase in demand. You definiately can’t sell more stock if you don’t have it on hand in the first place. Major retailers use fancy algorithms to plan their stock increases, and they normally result in anywhere between a two-to-three times increase in their basic stock holdings. For retailers in shopping centres, they often increase their stock holdings by 200% in December alone, and expect double to triple the sales volume in December, as compared to other months. So increasing your stock can have high payoffs. The best way to plan the inventory needed, is to anticipate the amount of stock you will sell 70

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through. It’s a simple calculation, if you would like to achieve a 20% increase in the number of units sold, you will need to increase your stock by 20% . More stock = more to sell = more sales. If you currently hold 100 units of stock, a 20% increase would mean that you would now hold 120 units. The best practice would be to run a report and look at your Top 10 products, and make the increase of 20 units across these items, over the October, November and December time period. Another way to look at this, is instead of forecasting an increase in stock units, is to plan out your increase in stock by way of dollars. It’s always great to go back and look at what you achieved last year on a monthly basis, as this can help you to have a baseline as to where to start. For example, pull a monthly sales report for each individual month – and then compare your average sales of July, August, Sept 2019, to your average sales across October, November, and December 2019. You can see how much your sales increased on average from one quarter to the next, and use this as a basis to set a goal for this year. If you normally sell $5000 worth of stock each month on average Jul-Sept and then in Oct – Dec your average last year was $7500

per month, that would be a monthly increase of $2500 or a 50% increase that you achieved last year. It’s good to also look at your current run rate for how you are already tracking for this year – looking at the July – Sept 2020 period, and ensure that minimally you set your goal for this year with the same run rate. Once you determine your dollar increase by month, increase your inventory to ensure you hold at least enough stock to reach the additional amount. For example $2500 more in sales/month = $1250 more inventory needed each month at a 100% mark-up.

TIP #2 PARTICIPATE IN CHRISTMAS PROMOTIONS

Most brands have Christmas offers, and guests normally wait for these opportunities to purchase. This is the easiest way to increase your sales, however, the key is to bring in enough promotional stock. If you see an average 200 customers a week, there are 8 weeks from 1st November to Christmas, which is an opportunity of 1600 customers to convert to purchase. If you planned even 5% of your guests would take the promotion = 80 Christmas offers would be required.

TIP #3 WEEKLY INVENTORY MANAGEMENT

To ensure you never run out of key sellers or have overstocks, stay closer to what your customers are/aren’t buying – with weekly inventory management. Set minimum stock levels with the new increase in basic stock that you have determined. As a starting point, we recommend at least 3 of each SKU- and 6 or more of your Top Sellers. Count your stock on hand weekly, and reorder weekly. This will help you to also manage your cash flow better, and keep up with your customers buying behaviours. If you run out of a SKU, order 1.5x the minimum level the next week – until you have a week that you don’t run out. Example: Minimum 6 units on hand needed, but zero on hand= 6 units x 1.5 = 9 to order this week. Repeat each week until you overcome the out of stock issue. Staying close to your inventory will also help you to start to scale back orders the week after Christmas and not have too much stock on hand in January.

TIP #4 MERCHANDISE BEAUTIFULLY & EFFECTIVELY

Having fully stocked shelves is key, but also having the inventory organised, and beautifully presented is important. Increased sales will happen when customers can easily navigate, clean, organised, and clutter-free, shelves. Utilise any collateral provided from your product company, and ensure that there aren’t too many messages, as this can be overwhelming and confusing to consumers. The collateral and pricing cards should match the inventory on hand. Constantly pull products forward, restock, and tidy your shelves throughout each day, to maximise your merchandising.

TIP #5 MOTIVATED AND FOCUSED TEAM MEMBERS

We’ve shared how important the right inventory levels are, but to achieve 100% success, it really comes from adequate stock levels (40% importance) and 60% of the success equation comes from a highly engaged team. Ensure your team is trained on product knowledge and making recommendations, and spend time practicing with them to build confidence early on. Set a goal

to provide thorough consultations and written homecare recommendations to all guests and practice what to say to guests. Set achievable team/individual goals– i.e. Sell 3 products per day + one Christmas pack per week. “People Help to Support What They Help to Create”, so get the team involved as much as possible with setting the goals, and motivating each other, to really make the difference. Focus the team at the start of each day by holding a quick 5-minute ‘daily huddle’ to celebrate the previous day’s success, give them updates on results, & work through any challenges that come up. Create and update scoreboards each day so they know at a glance where they are tracking. Achievement & Recognition are the top two motivators of people so cheer them on each day! By utilising these key tips, managing your inventory weekly, and breaking the goals down into daily, bite-sized pieces, your retail sales will no doubt soar, making it the best Christmas ever. Shelley Barnes is the Australia and New Zealand Sales & Education Director for Ultraceuticals. Visit www.ultraceuticals.com. Beauty Biz Year 13 Issue 5

SALON SALES

Benchmark Salon Sales are the only salon dedicated business brokers in Australia with outstanding brokers in each state delivering over 500+ sales for clients around the country. We continue our series of articles from some of the specialised business brokers to get you salon sale ready!

THE 7 BIGGEST MISTAKES SALONS OWNERS MAKE WHEN SELLING THEIR BUSINESS. By Nikki Katz

Like Vidal Sassoon the Benchmark Salon Sales Team have been at the top of their game for well over a decade. Whether its their impressive 500 + salon sales, their nationally award winning brokers or their hundreds of happy client testimonials, you’ll find that using their services is a decision to go with the best of the best which will deliver results.

We are here with Nikki Katz – Current REIA Australian Business Broker of The Year and RESA Broker of the Year asking her what she believes are the biggest mistakes made by salon owners when selling.

MISTAKE NUMBER ONE - NOT BEING PREPARED

Not being prepared … it is said that good luck is when preparation meets opportunity and when selling your salon this is so true. We often see buyers come along looking to buy a salon only to find that the seller has not completed the few items that are so important to making that crucial business decision to buy now! There are a number of items that you will need to prepare to make sure that you are ready to sell and until you have all these items you should keep your business OFF the market. Listed below are the things you will need … • Profit and Loss Financials for the last 2 financial years and current year to end of last quarter • Balance Sheet for the last 2 financial years and current year to end of last quarter • Tax Returns for the last 2 financial years • Computer Reports from your Point of Sale system (Shortcuts, Hairware, Kitoomba, Salon Potential etc) we have a select list for each system to highlight the best of your business. • Plant and Equipment list detailing all the items 72

Beauty Biz Year 13 Issue 5

that are included in the sale. This needs to be detailed but not too detailed eg.100 perm rods etc • Employee Details List outlining the names, position, pay rates commencement dates and status of employment e.g. full time/casual etc. • Copy of the signed lease including any amendments if you bought the salon off some one else and there was a lease assigned to you. • Copy of any rental agreement/leases on computers, security systems, furniture, coffee machines etc that will need to be transferred over to the new owner. • Depreciation Schedule last financial year is a list of the plant and equipment and the value that each item has right now (normally is included in your tax returns). • List of Suppliers and contact details for the new owner, this includes, Electricity, Product,

Website, Phone etc. • Current Rent Receipt that details the exact rent payable at the moment of listing the business for sale. • Pictures of the salon, they don’t need to be world class, iPhone or digital camera quality is fine. If you are able to get all this information together you will have a much better chance of getting you salon sold quickly. So BE PREPARED!

MISTAKE NUMBER TWO - LETTING THE STAFF FIND OUT YOU’RE SELLING

The key to selling your salon is to keep it under strict confidentiality and not tell anyone - even your kids! You have spent years getting your business to a sale-able point and have invested a lot money and hard work into the salon to hopefully realize the best price possible.

You now have your staff loyal to you and they have built a good client base that makes you great money. So don’t throw it all away because of one big mistake … telling the staff you are getting out! It is advisable to use a salon industry based broker that has been in your position…. Yes of course this means Us! Too many times we see owners and Brokers and Real Estate Agents put your photos up on the internet, mention the salon name and exact address in your sales advertising, even get you to prepare the staff! … Don’t let this happen to you … Case in Point … A lady on the Gold Coast last year got a broker (NOT US) to have a crack at selling her salon … it was listed at over $650K (which it would never sell at – Biggest Sales Mistake Number 3) … The salon was listed with the business name and photos, staff saw this and 5 immediately resigned taking clients with them, the business went from a turnover of in excess of $20K per week to immediately half that within a month … her business was in tatters and a year later she went broke as she could not pay the rent … THIS ONE LITTLE MISTAKE DID NOT JUST COST HER THE BUSINESS BUT SHE LOST HER HOUSE AS WELL! … BANKRUPT!

MISTAKE NUMBER THREE - SETTING THE PRICE

It is always a fact of life that sellers want the best price for their salon, and we will 100% support this, however on the flip side buyers often want the best salon for the cheapest or fairest price. This scenario often finds sellers going with Brokers that have no idea about the value of salons or what the market will pay; only because in their mind they think they are going to cash in big time because the inexperienced broker says they will get their outrageous listing price. The number one question right now is to ask yourself honestly: What would you pay for your business right now if you were a buyer? We guarantee that it will be considerably lower than want you actually want! In reality we know

within a few thousand dollars what salons will sell for and we have the smallest variance from a salon listing price to sale price than any other brokerage firm across Australia. You will find that we sell more salons than any other company and through doing this we are able to establish the benchmark on what the market will pay for your salon. Over the last few years the sales prices of salons have reduced dramatically as tough business conditions have lead to many salons making less money. When you couple this with a tough finance lending environment you have a massive reduction in sale prices for salons across the country as many businesses are struggling and banks don’t want to lend money to the buyer in what they consider to be a high risk business. Be realistic with your sale price. The best rule of thumb is that prices are usually set off the net profit of your business (this is the money left over after all expenses). We also take into consideration the owners wage and some other expense items that can be added back into the net profit. If your business is not making money and you don’t take too much of a wage (on the books) then you have very little to sell … Your business is still sale-able but don’t put a sale price on it that is too high. Be realistic and then you will often get it sold … If your business is making money and works great then we have lots of investors and buyers that want to buy your salon for good money. However nothing is worse than having a business sit for sale for over 12 months because the owner thinks that someone is going to come along and pay cash and/or above the market price for their business, especially when it is not making anywhere near what it should be to justify the price … maybe back pre GFC … but in today’s new business environment it is just never going to happen. Also by having your salon for sale for so long allows ‘leaks’ to appear and this can lead to a breach of confidentiality. (Biggest Sales Mistake Number 2)

MISTAKE NUMBER FOUR - NO SOLID LEASE

Buyers look for a lease that will allow them to make back their money and obviously make more money in the future. There are many things you must check with your lease before you decide to sell … Firstly, make sure your lease is up to date. Get a current copy of the lease and any amended documents (deed of assignment from last owner to you or option letters that you have signed on taking up further options) … Make sure right now that you are paying the right rent and have had all the reviews of your lease completed. You will need to make sure that all these copies have been signed by both you and the landlord, meaning they are real and have been executed. If you are missing any of these items then you must get this sorted before you sell as it can delay settlement excessively and can result in your contract falling over which will rip your heart out and cost you money for no result! If you are coming to the end of your lease (less than 18 months left), you must contact your landlord and see if there is any chance of getting additional options for yourself or a new owner. Get this in writing where possible. If you can’t get an option, it may impact on your sale price as buyers are a bit scared by a landlord that will not extend the lease. If you are in a shopping centre don’t worry as these giants rarely give options and it is just something you need to deal with. It is important to get a current rent receipt from the landlord or the managing agent and also ask for an outgoings receipt for the last 6 months to prove to the buyer what the rent is now. If you don’t have a lease or it is just about to end … what should you do? New lease or assignment? Which one is better? An assignment is where the lease gets transferred from the seller to the buyer and traditionally all terms and conditions remain the same. This is the cheaper and easier option. Alternatively you can negotiate a new lease. The benefits of doing this are that you can negotiate cont’d over page

SALON SALES

the terms and conditions that you want and maybe even a rent decrease if conditions are right. Solicitor’s fees are more expensive on this option but it can add value to the business. If you only had a year left on a lease and you are selling, you would either want to get an assignment of that lease with additional year options added or simply get a new one drafted. An assignment is often to the cost of the seller whereas a new lease will often be charged to the buyer. Leasing can be a very daunting part of business ownership and it is common to feel apprehensive about signing something that has such long lasting consequences. But leases are a valuable asset and if you can negotiate a good one you will add value to your business. So do your research, ask for a few different opinions and always, always get a lease looked over by a solicitor before you sign. Don’t be afraid to ask for clarification on all of the points you don’t understand.

MISTAKE NUMBER FIVE - TAKING CASH

Ah yes, we know, nobody takes cash …But just to make a point, just in case, know this: if you want to realize the best price for your business then you must put all the money through on your books We regularly talk with salon owners that say they are making $$$$ on the books; but when we look at the figures they are actually taking $$$$ under the table in CASH! This may be fine and dandy but when it comes to the sale of your salon it is impossible to prove how much money you are taking in cash and therefore this can not be factored into the sale price of the business. You can’t have your cake and eat it too! We find that it normally does not make a big difference anyway in the sale price of the salon as most clients these days pay with card so this limits the amount of cash that filters through your salon. However if you are taking more than $500 per week in cash then we recommend that you stop doing this over the next 6-12 months and run all money though your books. This will then show the potential buyer what your business is really doing … We will then value your business on these accurate financials. You may argue that $500 per week for 12 months equals $25K … Are you going to make that up in a sale price in the current market? Maybe-maybe not … The decision to put cash though to get a better sale price or keep it under your pillow is entirely up to you. Please note we definitely do not approve of taking cash out of your business but we understand it is the reality of what happens in a cash business. So tread your own path and make the decision knowing that we cannot include this X factor into your salon’s listing price. It will also not be mentioned to a buyer. 74

Beauty Biz Year 13 Issue 5

MISTAKE NUMBER SIX - KEY STAFF HOLDING UP THE BUSINESS

In most salons there are key staff that run the business. It could be you as the owner, a manager or one senior that brings in most of the income. One of the biggest mistakes is having all your eggs in one basket and then having that one person leave just as you are gearing up to sell … which in turn takes you back to square one … If you are the business that is fine, as the new buyer will come in and take over your clientele; they can protect against you taking clientele through a restriction of trade clause in the contract that cannot be broken. However if there is one staff member that is key to the operation of the business then this can be risky for the new owner and can impact on the sale price of your business. In some salons the clients will follow the staff everywhere they work because they do a great haircut or a brilliant facial. This will always be the case in our industry and this is why in the pricing of salons we factor in the possibility of client loss because of the sale or a team member leaving. However on the flip side new staff often come with clientele so everything balances out. The point is, when you come to sell, make sure for the last few months/years you spread the work across as many staff as possible and try and get your clients to be happy with a couple of your team members doing their services, not just one. Of course it is ok to have some key seniors or managers bringing in most of the money … just don’t have one producing all of it.

MISTAKE NUMBER SEVEN – POOR NEGOTIATION SKILLS

You are good at cutting hair or doing a fantastic massage, but being a top negotiator is an entirely different kettle of fish. When we first started selling salons many moons ago we were pretty average at getting businesses sold … We know we missed some opportunities, however after mastering the complex game of salon sales over 20 years we now know with confidence that if there is a deal on the table we will get it done.

Not using a professional will cost you money right from the word go: When you use the wrong advertising medium, saying the wrong thing at an inspection or have a staff member that finds out your salon is for sale and tells the rest of the team which leaves you with no staff and no business! When you make errors on lease negotiation costing you valuable money, getting emotionally involved in the negotiations, the extra time it takes to get the deal done and get you out of the business...so many ways. Of course we are happy for you to give it a go to save a few bucks but if you want it done right the first time then you should only get Benchmark Salon Sales to do it for you. You would never think of wiring up the electricity in your house as the consequences of that are quite obvious. The consequences of doing a deal yourself can also be quite serious. It is important to have professionals on board to avoid liabilities and losses that could send you bankrupt. We know that real estate agents and non industry specific brokers have very limited experience with salon sales and often are only interested in getting an upfront marketing or listing fee off you so they can meet their weekly targets. They are rarely interested in actually selling your salon. You will quickly discover that we have delivered results for over 500 + salons around the country so if you want the job done … give the experienced brokers at Benchmark Salon Sales a call. Benchmark Salon Sales are the only salon dedicated business brokers in Australia with outstanding brokers in each state delivering over 500+ sales for clients around the country. We continue our series of articles from some of the specialised business brokers to get you salon sale ready! 1300 366 521 or check out the website at salonsales.net.au

SELL YOUR SALON WITH AUSTRALIA’S

AWARD WINNING SALON BROKER

GET RESULTS!

Selling more salons than anyone else in Australia. Due to the increase in demand, Nikki’s buyers across Sydney, Perth and Adelaide are actively looking for: • Investor sites (Fully managed salons) • Partly managed • Owner operator salons (Hairdressers & Beauty therapists) Nikki has opened her book to new listings and until the end of December 31st, there are no upfront fees!

Call Nikki Katz now to sell your salon! 1300 366 521 Real Results “Working with Nikki Katz could not have been easier. She promised me she would find a buyer for the salon and she delivered! Within a short timeframe, she found a Cash purchaser, delivered an agreeable offer, put it to contract and within 3 weeks, we are SOLD! She took care of everything from landlord approval, lease negotiation and handover. She was efficient and organised plus her style of dealing with all situations matched ours perfectly, so it was seamless and never felt stressful.” Maria & Vicki

REIA 2020

BUSINESS BROKER OF THE YEAR AUSTRALIA

AIBB 2020

AIBB 2019

SPECIALIST BROKER

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OF THE YEAR

www.salonsales.net.au | 1300 366 521

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