The Essential Business Guide for Salons and Spas
Year 14 Issue 2
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ABIA
AUSTRALIAN BEAUTY INDUSTRY AWARDS 2021
! y r t n E or f n e p O Entry Deadline 10th May 2021
Finalists Announced 28th June 2021 Winners Announced at the Gala Awards 29th August 2021 The Star, Sydney The Awards period for all entries is October 2019 – April 2021 – 18 months. This is longer than usual to incorporate pre, during and post Covid times to give all entrants an opportunity of demonstrating their business success in the financial quarter pre-Covid, how they dealt with Covid during restrictions/closures and post Covid coming in to the new year.
www.australianbeautyindustryawards.com.au
THE ABIA CATEGORIES EDUCATOR CATEGORIES Best Industry Educator Individual Best Industry Educator Organisation INDIVIDUAL CATEGORIES Beauty Therapist of the Year Salon/Spa Director/Owner of the Year Best Cosmetic Tattooist SPECIALIST CATEGORIES Best Marketing Award Best Customer Care Award Salon Team of the Year Best Salon Training Award Best Business Performance of the Year (non-salon) SALON CATEGORIES Tanning Salon of the Year Best Eco Salon/Spa of the Year Best Salon Design STATE CATEGORIES NSW/ACT Beauty Salon/Spa of the Year (4 Treatment rooms or Less) NSW/ACT Beauty Salon/Spa of the Year (5 Treatments rooms or more) VIC /TAS/SA Beauty Salon/Spa of the Year (4 Treatment rooms or Less) VIC /TAS/SA Beauty Salon/Spa of the Year (5 Treatments rooms or more) WA/NT Beauty Salon/Spa of the Yea (4 Treatment rooms or Less) WA/NT Beauty Salon/Spa of the Year (5 Treatments rooms or more) QLD Beauty Salon/Spa of the Year (4 Treatment rooms or Less) QLD Beauty Salon/Spa of the Year (5 Treatments rooms or more)
NOMINATED CATEGORIES Hall of Fame Mocha Angels Humanitarian Award VOTED CATEGORY State and National Wholesaler of the Year NEW CATEGORIES FOR 2021 NEW! Best Newcomer Salon of the Year NEW! Sole Operator of the Year (ABN Registered) NEW! Best Educator of the Year (Product/Equipment Company)
AMIA CATEGORIES Bridal/Formal MUA of the Year High Fashion/Editorial MUA of the Year Fantasy MUA of the Year AMIA Make Up Artist of the Year
PRIZES INCLUDE - Beautiful Trophy presented on the ABIA night - Use of the Title of winning category for 12 months - Coveted PR in leading trade magazine Beauty Biz, PR campaign for EVERY winner - Virtual meeting and personalised press releases with Branding and Communication experts Lily Blue Communications
www.australianbeautyindustryawards.com.au
ZHAV International Web. www.zhav.com.au Ph. 08 8362 0222
CONTENTS ON THE COVER
The Aesthetic Revolution Taking The World By Storm – wish pro
REGULARS
08 Contents 10 Editors Letter 50-51 Beauty Shop 52 Dateline City
FEATURE
12 10 Minutes with Dr. Andrew Christie 14 Mum Squad By Clare Lamberth 16-18 Industry News
DERMAL
20 Plasma Fibroblast Sparking Results By Nancy Abdou 22 Corneotherapy By Kai Atkinson 24 Creating A Powerhouse Cell By Gay Wardle 26 Kicking A$$ Consultations By Robyn McAlpine 30 Your Patients And Practice Win With Dermapen 4
32 Numbing Cream With Needling, Yay or Nay By Dr. Andrew Christie
BLOGS
36 Turning Your Dream Into A Reality – Private Label Dynamics 38 Holistic Beauty – Prologic Skincare
54 In Memory of Rocco By Will Fennell 56 Adjusting To The Times By Lisa Conway 57 Choose To Challenge By Julie Cross 58 Sustainability On Point By Paul Frasca 59 Business Isn’t Meant To Hurt By Elle Wilson
BEAUTY
MARKETING
FEATURE
40 Saying Goodbye To Wrinkles With Silicone By Nikki Wells 42 Lash And Brow Lamination with Otto Mitter 44 How To Make Online Learning Work For You By Joy Crossingham
NAILS
46 Offering A Top-Notch Service By Lauren Burton
MAKE UP
48 Creating the Perfect Brow By Charlotte Ravet
60 You Shouldn’t Have All Your Eggs In The Social Media Basket By Rachel Medlock 62 Make Your Brand Accessible By Sarah Garner
BUSINESS
64 Profit and Purpose By Gry Tomte 66 The Winning Strategy For Business Survival and Growth By Tina Viney 68 Position Your Business Like A CEO By Jessica Kidner 70 Transforming First-Time Appointments Into Lifetime Clients By Rebecca Miller 72 Is Your Business Running You By Karla McDiarmid 74 1-On-1 Meetings For An Engaged Team By Jay Chapman
Beauty Biz PUBLISHER
Linda Woodhead linda@mochapublishing.com.au
EDITOR
Clare Lamberth clare@mochapublishing.com.au
Editor’s Editor’s Note
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 Nancy Abdou Kai Atkinson Gay Wardle Robyn McAlpine Dr. Andrew Christie Nikki Wells Joy Crossingham Lauren Burton Charlotte Ravet Will Fennell Lisa Conway Julie Cross Paul Frasca Elle Wilson Rachel Medlock Sarah Garner Gry Tomte Tina Viney Jessica Kidner Rebecca Miller Karla McDiarmid Jay Chapman
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
As we go to print we are waist deep in preparations for our first ever Beauty Squad House! Woohooo! Last year we crowned 4 very deserving rising stars of our industry, as our very first inaugural Beauty Squad. Beauty Squad is an initiative of Mocha Publishing, designed to nurture and grow young, rising new talent in our industry, and expose them to a once in a life time experience, the Beauty Squad House. The Beauty Squad House is a 3-day premium, intensive mentorship program designed to rapidly accelerate the growth and direction of each Therapist’s body, mind, spirit and career. It’s a unique experience that is unlike anything currently in our industry. Our four 2020 Beauty Squad winners are Whitney Gunn, Jess Galvin, Stace Dowden and Jodi Withers who have patiently waited, while the global pandemic turned both our industry and all our worlds upside down, to enjoy the most coveted part of their prize. This year’s Beauty Squad House is very special. Not only is it the first Mocha Event for 2021, but also the first time we get to gather and hug each other person in over 12 months. Our Beauty Squad have also been awarded over $3000 in prizes from our very generous sponsors who will also mentor the Squad in the house. Guests to the Beauty Squad House will include Maria Enna-Cocciolone from O Cosmedics and Inskin Cosmedics, Corri Matthew Director of Dermapenworld Australia, Lea Taylor from Naked Tan, Otto Mitter from Elleebana and Rob Tamburro from Palladio Beauty plus an all-star lineup of special guests who’ll mentor our Squad.
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. © 2021 mocha publishing All rights reserved.
I’m looking forward to co-host our Squad and see what the next chapter of this talented therapists holds. In this issue, our Beauty Squad team shares their plans for Mother’s Day and their secrets to making it a success in your clinic. Dr Andrew Christie shares his experiences of lockdown & how he first got started in our industry.
Our business experts have solutions to help your team grow your team, expand your mindset & lead into Mother’s Day with a bang! In Dermal, Nancy Abdou gives us the 411 on all things Plasma treatments, Gay Wardle brushes up our cellular microbiology and Kai Atkinson shares his insights into Corneotherapy. We also take a deep dive into private labelling with Private Label Dynamics and just how easy it can be. We’d love to wish all the Mums, Grandmas and mummy’s-to-be, in our industry, a very happy Mother’s Day! We hope you can spend it surrounded by the ones you love most during this time. P.S. 2021 ABIA entries are now open. Is it your year to step forward and shine?
Clare xo Clare Lamberth, Editor clare@mochapublishing.com.au
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BE FREE
TAKE TIME & UNWIND
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FEATURE
e i t s i r h C w e r d n A . Dr
10 MINUTES WITH
Dr Andrew Christie, Clinical Director & Global Medical Educator of Dermapenworld, has fast become a go-to icon of our industry, especially in the Skin Needling & Medical Skin Revision space. Andrew takes time to shares his experience of lock down, life & how our industry is changing from his home in France.
What has the last year looked like for you? I think as with everyone; it has been an unexpected and challenging time. My thoughts are with everyone and everything affected by all aspects of this phenomenon: the sick, healthcare workers, families, businesses, jobs, leaders, relationships and mental well-being. Everyone handles the process and associated uncertainties in their own valid way. We all have a universal hope to learn and to return to whatever our ‘new normal’ will be. How has it changed the way we (as an industry), globally approach the skin? We adapt as required. With a ‘new normal’ comes new skin challenges including acne mechanica (‘maskne’) and hypersensitivity from wearing masks, washing our hands, wearing gloves and applying antibacterial solution. As teachers and educators, we have moved from face-to-face communication to digital interaction via webinars, videos and social media. Videos, sound, animations, colour and textures all play vital roles to engage viewers on multiple levels. There needs to be a level of topic expertise plus ‘showmanship’ so participants “sing your tune” and remember your message well after the event. The downside of this of course is the unlimited plethora of instafamous, tiktokking influencers who have now reached self-appointed skin, beauty and hair specialist status. From Gorilla Glue as hairspray to at-home, self-administered fillers and the chemical peel challenge. Boredom and a desire for followers can breed stupidity, malpractice and bad advice.
With such a hectic work (& normally travel) schedule. How do you manage work/life balance? I have always been terribly bad with this. My intentions are good, but the reality does not always support this. Whenever I travel to a city for the first time, no matter how tired, jet-lagged or fuzzy I feel, I always make the effort to go and see the beauty of its people, food, culture and buildings. Breathing its energy recharges my batteries, inspires and motivates me. I may have been half asleep at the time, but at least I saw some of it and made mental and photographic memories. Facetime and WhatsApp video calls are my connection to family and friends to keep me grounded and sane when I am travelling or under the pump. Ever since my first professional trip (which incidentally was to Canberra) some 22 years ago, my parents have always requested that I message them as soon as I have landed or arrived at my destination. No matter what the time it is in Australia (usually 1:005:00am), my parents always text me back. My mother has recently discovered emojis for SMS enhancement. I am assuming her sequence of love heart, star, eggplant, smiley face messages are not on purpose. Did you always want to be working in the field you are now, growing up? It was my original hope growing up to work in music theatre or the opera. I had studied music since I was 6. I developed stage IV acne when I was 12, it lasted well into my early 20s. In my early teens, I recall watching an ad on television where a Dalmatian lost all of their spots. It was symbolic for a skin care line which offered acne solutions. It took me a year of saving my pocket money to finally buy
just one of the products and after a few weeks… absolutely nothing happened. I felt lied to and ripped-off. My acne reached such a stage that people I knew no longer greeted me with a hello or enquired how I was, they simply stared at my face and would state either “your skin looks worse today” or “your skin looks a little better today”. They would then proceed to share their opinion for a solution. I wasn’t defined by who I was or by my personality, I was defined by my acne. This still haunts me to this day. It took nearly 20 years, 4 full courses of oral isotretinoin, countless courses of antibiotics, every cream known to mankind and every herb, tincture and vitamin for this to come to an end. During this time, I had a team of 2 dermatologists, my general practitioner, a dietician, 2 beauty therapists, a psychologist, an herbalist and my parents. I suffered severe complications with each round of isotretinoin. My fingers and toes became severely infected and I had to dip them daily into silver nitrate solution. My hands and feet were stained blue-black for months at a time. My toenails became so ingrown I underwent two operations. My scarring was so bad I was under the care of a surgeon. My attitude was “why get angry?” when I could get even. It was my acne experience and my desire for a solution that led me to working in aesthetics. How did you first get started in your career in the skin and aesthetics industry? How did you get to where you are today? My very first job was working as a fragrance spray boy at department store counters across Sydney. I was working for a promotion agency run by one of the most dynamic people I have ever met. I juggled full-time study and almost fulltime hours as a casual employee. I would skip uni lectures and then get the tape recording and play it in the car whilst heading to work. I’d also be frequently up until 5:00am completing my assignments ensuring they were delivered in my tutor’s office letterbox by the 7:00am deadline. By the time I finished university, I had worked with over 100 mass market, prestige and professional cosmetic, make up and perfume brands. I knew this was my calling for the long term and where I wanted to be. So, from a necessity to fund my ‘champagnebudget’ student lifestyle, my humble entry into skin and aesthetics turned into a full career. I took courses in beauty therapy, SFX make-up artistry and paramedical skin treatments along the way
whilst working as a sales rep, sales manager, trainer, training manager then international training manager for major professional beauty brands. After venturing into my own businesses where I went back to the science lab working with formulators, I became reinspired and returned to study where I eventually completed my PhD. I am now attending French history and language classes every weekend.
“MY ATTITUDE WAS ‘WHY GET ANGRY?’ WHEN I COULD GET EVEN. IT WAS MY ACNE EXPERIENCE AND MY DESIRE FOR A SOLUTION THAT LED ME TO WORKING IN AESTHETICS.” DR. ANDREW CHRISTIE
What are your favourite ways to manage stress and disconnect? Truthfully? I love to clean. Perhaps it is a culmination of burning nervous energy and a symbolic ritual of renewal. I love the visual satisfaction of the process, the re-connection to items, memories, people and places. I feel an escape. I have been known to clean hotel rooms when feeling stressed and am proud that my Airbnb hosts have all noted their property was cleaner when I left than when I arrived. This makes it sound as if I live and stay in dirty places. Not at all, it’s just that my standard is completely unrealistic. I have never forgotten my childhood dream to be on stage. I have been fortunate enough to continue this dream as an observer. The theatre, ballet and opera are my escape. What emerging trends or technology do you see globally coming for our industry? Regenerative medicine has been a huge growth area for some years now. This term refers to treatments where the body’s own healing
mechanisms are activated to promote repair and rejuvenation. Whilst Dermapen and treatments like P.R.P. and L.E.D. can all be considered ‘regenerative’, so too can procedures which feed and nourish the skin. Mesotherapy is a big example of this and whilst it is still in its infancy for Australia, it is the most commonly performed aesthetic procedure performed in France and Italy. Hair growth treatments, non-surgical weight reduction and sculpting procedures are also the latest trends. In the past, beauty has been very face-focussed, but the future is definitely a whole-body approach. I think staring at ourselves for long periods of time on video calls and webinars has made us more critical of how we view ourselves on screen and how that coverts to our views of our face and body in real life. New trends practiced in the international market see beauty therapists massaging CBD oil (500-1000mg) onto the skin before needling treatments. With the TGA recently downscheduling CBD from prescription only, low-dose products are slowly being introduced, opening up opportunity for higher concentrations and innovative uses for the professional beauty and medical aesthetic markets. Any exciting work-related trips planned for this year yet? The world is my oyster for virtual travelling but for now, until the world stabilises and heals, my physical engagements have reduced significantly. Once travel is possible again, I am excited to visit some new destinations I have not been to before.
Beauty Biz Year 14 Issue 2
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FEATURE
! d a u q S Mum By Clare Lamberth
Our Beauty Squad team share with us how they’ll be spending their Mother’s Day and what makes Mother’s Day special to them with tips and tricks to rock Mother’s Day in your own clinic.
JESS GALVIN, LA BELLA MEDI SPA
Jess & Family
What would your ultimate Mother’s Day look like for you? Waking up surrounded by my husband and 3 beautiful girls. They love to give me a little massage and coffee in bed so that’s a winner in my eyes! Jodie & Family Tell us about your Mum and a special lesson she’s taught you? A lesson I’ve learnt is: It’s not the size of the gift that matters, it’s the size of the heart that gives it. All I need is time with my special people. What does your clinic do for Mother’s Day each year? Mother’s Day at La Bella is huge! We run the La Bella Mum of The Year competition which has become very well-known! This gives people in our community the opportunity to recognise their mum or special person and win them a La Bella spa package. We’re also flat out shipping gifts and vouchers across Australia through our online store and amazing local clients who turn to
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Beauty Biz Year 14 Issue 2
use to purchase their mum gifts, hampers and experiences. What’s one tip or idea new clinics can use to help increase gift voucher sales at Mother’s Day? Running an annual competition has increased our reach significantly. Our followers and community know it’s coming and are so ready to enter their special mum the moment the post goes out. Favourite Mother’s Day treatment/package at your clinic? A voucher for sure! We’ve put such a special spin on the classic gift voucher and made it look and feel like a luxurious gift. It comes in a cute gift box with a deliciously smelling Pure Fiji Lotion. The recipient has the freedom to spend their gift voucher on whatever they want, and we make sure that whatever it is they choose, that they feel absolutely incredible. Our beautiful spa menu, facial treatments and wellness products are always very popular.
JODI WITHERS, OI COSMETIC STUDIO What would your ultimate Mother’s Day look like for you? Mother’s Day to me - well this is my first one and my baby girl, Marni, will be 3 months old. I’ll be celebrating the amazing mums in my life and taking my hat off to them as well. You never realise how hard and rewarding at the same time being a mum is. The ultimate Mother’s Day would be having my mum with me. Since Covid I have not been able to
Whitney & Mum
see her as she is in New Zealand, so it has been over for year. She missed the birth and hasn’t met my baby girl yet. Fingers crossed soon though. Tell us about your Mum and a special memory you have. My mum is such a beautiful lady. She has and would always do anything for us kids and her grandchildren. She is a hard worker and goes above and beyond for anyone. As I said, she is in New Zealand and I just miss her so much. My love of music (singing and playing the piano) came from her and the one thing I miss the most is our dance parties in the car where ever we went! Hopefully Marni and I will be the same. What does your clinic do for Mother’s Day each year? Mother’s day in the clinic is different each year. We always try to do a special promotion or gift voucher package etc. this year we are offering two treatment promotions and gift voucher age available to be purchased. I love all the mammas who get spoilt and love meeting all of their partners that I have heard so much about haha! What’s one tip or idea new clinics can use to help increase gift voucher sales at Mother’s Day? Make it different. For example, last year we had these little bikes we made up and you could place a pot plan or something in the basket of the bike, this is what the voucher was presented with and goodies. Everyone loved it. Favourite Mother’s Day treatment/package at your clinic? Fav Mother’s Day promotion was the mother and daughter package where we offered the full “Oi Experience” along with a wine and snacks at the end. Skin consult and pictures, pamper facial including some massage and make over. There are so many different things that you can do if you’re creative. Each mother deserves to be spoilt. Raising you would have been the hardest thing they would have done
STACIE DOWDEN, SKIN COACHES What would your ultimate Mother’s Day look like for you? Mother’s Day is all about celebrating the most important woman in your life. It would include a brunch with all the special women in my life. Attending an arts and craft workshop such as paint and sip or flower arrangements followed by an afternoon of leisure. Tell us about your Mum and a special memory or lesson she has taught you? My mum is the backbone of our family. She is always cheerful with an infectious laugh, very caring and giving and puts others needs before her own. She has taught me a lot of things throughout my life but the main thing she is always reminding me of is, Open yourself to new ideas and always look for the positive in every situation.
Stacie & Mum What does your clinic do for Mother’s Day each year? At the Skin Coaches, We love pampering that special someone, so we love to create 3 different ultimate pamper packages. These packages have mix modalities of treatments to ensure they get the perfect gift for their perfect day. We also like to include a platter and champagne to add to their experience, to create ultimate relaxation at the Destination Clinic in the outback. What’s one tip or idea new clinics can use to help increase gift voucher sales at Mother’s Day? Add value to the gift voucher! When they purchase a voucher over a certain amount, they receive an added value of $$ on top of the voucher value. Favourite Mother’s Day treatment/package at your clinic? Tell me a little about it. My favourite package that we always do, and I absolutely love, is the ultimate relaxation package! This beautiful package includes a skin treatment and massage, with the added option to include a platter and champagne to enjoy after their treatment in our lounge area! This experience allows them to float out of the treatment room, lift the weight off their shoulders and relax fully into the Skin Coaches atmosphere while they enjoy their refreshments.
WHITNEY GUNN, JAMES VIVIAN What would your ultimate Mother’s Day look like for you? The ultimate Mother’s Day for me is spending it with my mum. I moved away to study my Bachelor of Dermal Sciences and Mother’s Day often fell at a crucial time of the semester when I wasn’t able to get home. We are a family that loves to eat together around mum’s large dining table, so the ultimate Mother’s Day would be lunch at home, flowers for the beautiful women in my life and likely a nap to compensate the food coma. Tell us about your Mum and a special lesson she has taught you? The most important thing that mum ever said
was, “don’t settle for anything less than exactly what you want. You might not get it tomorrow, or next year, but hard work will get you there”. This has resonated with me, my entire life. I have been blessed to travel the world, mostly solo and before Covid. It’s allowed me to grow personally and professionally through my 30 odd years of life. Mum has always supported me in my career even when she knows I have taken on too much. She is always willing to lend me her face too, to trial a treatment, new skincare and well… anything I ask really. What does your clinic do for Mother’s Day each year? We always do a voucher promo or treatment promo for mums. I think vouchers are a great gift idea and revenue generator at Mother’s Day. What’s one tip or idea new clinics can use to help increase gift voucher sales at Mother’s Day? Getting the visuals out there! On the socials, the local socials and chatting amongst the community. Favourite Mother’s Day treatment/package at your clinic? We don’t do this as such. But I do have fond memories of spa days with mum. We would go to a retreat, have a massage, a sauna, a swim, lunch and a facial. Then leave in the afternoon floating and relaxed. The Beauty Squad will be finally getting together in the Beauty Squad House at the end of May. Stay tuned for all of the Shenanigans, house guests, mentors, icons and more!
INDUSTRY NEWS INDUSTR MODELROCK GLOBAL PURE BEAUTY AWARD FINALIST
Australia’s premier lash and cosmetics emporium, ModelRock, has been announced a finalist in the Best New Eye Product category for their NEW MagnaLuxe Magnetic Lashes collection, in the beauty industry’s prestigious 2021 Pure Beauty Global Awards. The Pure Beauty Global Awards provide exposure to new and existing brands taking the global beauty market by storm. Created for brands niche and mass based anywhere in the world, brands enter to gain recognition and exposure for their new launches, on a global scale. With 800 entries from 42 countries around the world in 2021, entries were judged anonymously by a panel of 15 high-level national and international judges – experts in their fields - to ensure fair adjudication across all categories. “We are thrilled to have been nominated as a finalist for these prestigious beauty awards; to have our new MagnaLuxe magnetic Lashes collection nominated as a finalist for Pure Beauty Global Beauty award is such an amazing feeling and an honour, we couldn’t be happier,” says ModelRock Owner & CEO, Raelene Mara. Recognised in the awards for their innovation, ModelRock’s MagnaLuxe magnetic Lashes definitely deliver the wow factor. Each set of magnetic lashes has been individually hand-crafted with love, to give a soft and flattering look to the eyes. They are fast, easy to apply and most importantly, look amazing.
FLOOD RELIEF FOR SALONS
The NSW government has announced financial grants for salons affected by the recent history-making flooding. Disaster Recovery Funding Arrangements (DRFA) have been activated in the 34 local government areas of: Armidale, Bellingen, Central Coast, Cessnock City, Clarence Valley, Coffs Harbour City, Dungog Shire, Kempsey, Lake Macquarie, Maitland City, Mid-Coast, Nambucca, Newcastle City, Port Macquarie-Hastings, Port Stephens, Tenterfield, Blacktown, Blue Mountains, Camden, Campbelltown, Canterbury Bankstown, Cumberland, Fairfield, Hawkesbury, Hornsby, Inner West, Ku-ring-gai, Liverpool, Northern Beaches, Parramatta, Penrith, Sutherland, The Hills and Wollondilly. Concessional loans Loans of up to $130,000 at a fixed concessional interest rate may be available to small businesses, primary producers and non-profits (subject to certain eligibility criteria) that have been directly impacted. Disaster Recovery Payment One-off financial assistance for individuals at a rate of $1000 per eligible adult and $400 per eligible child. Claims for this payment can be lodged with Services Australia for a period up to 6 months. Disaster Recovery Allowance A fortnightly income supplement that is available to primary producers and sole traders who have lost income as a direct result of the disaster. Small business recovery grants up to $10,000 (income loss) The grants are designed to help small business that have experienced a significant decline in revenue. The grant could be used to meet business costs, seek financial advice or to adjust the business and make it more resilient. Small business recovery grants up to $50,000 (direct damage) These grants are designed to provide short-term targeted assistance for recovery and reinstatement activities, including safety inspections, repairs to premises and internal fittings, and replacement of stock. www.smallbusiness.nsw.gov.au/
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Beauty Biz Year 14 Issue 2
ONLINE BEAUTY GIANT CALLS FOR MORE INCLUSIVITY
The faces of Adore Beauty’s Global Shades initiative (from left): Lil Ahenkan, Malaan Aljang and Maria Thattil Leading online beauty retailer, Adore Beauty, has launched its Global Shades initiative, calling for inclusivity in the beauty industry. The online beauty giant has penned an “Open letter to all Australians” that puts a spotlight on the lack of available beauty product options for people of colour, acknowledging that as an Australian beauty retailer, Adore Beauty has been a part of the problem. The letter also calls for everyone to work together and ignite genuine change, by enabling all Australians to have equal access to foundations and concealers regardless of their skin tone by the end of 2021. Miss Universe Australia 2020 winner, Maria Thattil, Miss Universe Australia 2020, has joined forces with Adore Beauty as its Global Shades campaign ambassador, to help drive conversation around the issue and empower change, alongside industry change makers. “This is a human issue after all - and to drive a more inclusive industry that reflects the humans it is trying to serve, Australia needs to go beyond just featuring Black, Indigenous and people of colour in their campaigns.” Maria said. “We need them represented behind the scenes, making decisions, as consumers that are catered to, and seeing that feed into the products and services that are being offered.” Adore Beauty has taken the first step to ensure that they sell all foundation and concealer shades, making it available to Australia. The call for change now highlights the influence and power in action. By encouraging Australians to support Adore Beauty’s drive for inclusivity, we are asking those who believe beauty in Australia should include everyone to join us and sign our petition at globalshades.org to show the world and our nation that we need and want all globally available shades.
NEW BRAND & DIGITAL OFFICER FOR ELEMIS
Marc Gallagher, Kerry Evans & Suzanne Pengelly. Elemis has announced key changes to its leadership team, having promoted former SVP Global Brand and Digital Marc Gallagher to Chief Brand and Digital Officer. Gallagher, who joined the company in 2019, will be based in the New York office. In addition, Kerry Evans has been appointed as UK General Manager while Suzanne Pengelly has joined as US General Manager. The newly-created positions are said to ‘signal an exciting next chapter for Elemis and will enable the brand’s continued acceleration in strategy, change, growth and vision.’ While Gallagher has been promoted to lead the company on global brand positioning, Evans and Pengelly are being tasked with driving the company’s strategic brand vision while growing brand momentum and driving regionalconsumer experience and engagement. Sean Harrington, Elemis CEO and Co-Founder, said, “ELEMIS is at a pivotal point as we expand rapidly across the globe. As we define the next stage of the future vision of this amazing journey to being the World’s Greatest British Premium Skincare Brand, it is a privilege and an honor to have such incredible talent and expertise in Marc, Kerry and Suzanne leading our management team in Sales, Digital, Brand and Creative.”
RY NEWS INDUSTRY NEWS JAPANESE TO REMOVE CERTAIN WORDS IN PRODUCTS
Japanese beauty brand Kao has removed words such as ‘whitening’ and ‘lightening’ from its product as a result of the Black Lives Matter movement. Said to be the first Japanese company to drop the word ‘bihaku’ – translated as ‘beautiful white’, the company has instead started using the word brightening. Removing the word from all new products as of this month, the brand states that it would be eliminated from all products in several years. Despite demand for whitening products remaining strong in the Asian market, Kao is following in the footsteps of giants such as Unilever and L’Oréal, who dropped the terms in the wake of the Black Lives Matter movement. Yoshihiro Murakami, a Managing Executive Officer, said, “We made this decision after discussing our commitment to diversity. We didn’t want our use of the term bihaku to send a message that lighter skin is better.” Kao’s move to embrace inclusivity has been extended past product labelling, with responses of ‘don’t know’ and ‘neither’ added to a smartphone makeup simulator’s question on gender, according to Nikkei Asia.
AVON EXPANDS INTO KENYA
Avon is on a mission to expand its African footprint, according to a report published by CAJ News Africa, and will launch in Kenya this year. Avon has a strong presence in Southern and North Africa, CAJ News Africa reports, and, in terms of Sub-Saharan Africa, is available in Botswana, Mozambique, Swaziland, Zambia and Zimbabwe. Kenya is the biggest economy in the east African region and its economy is forecast to bounce back quickly this year, growing between 6 and 7 percent in 2021. Angela Cretu, Avon Group CEO, told CAJ News, “Kenya has always been on our dream list, and like South Africa, we believe that it will serve as an important market and a gateway to other countries in the region such as Ethiopia and Rwanda. Kenya has a young population that is very tech savvy and a growing and aspirational middle class.”
VENUS CONCEPT ANNOUNCES GLOBAL BRAND AMBASSADOR PARTNERSHIP WITH TENNIS CHAMPION AND ENTREPRENEUR VENUS WILLIAMS
DOVE MEN+CARE CHALLENGES STEREOTYPES WITH MARCH MADNESS CAMPAIGN
Global Brand Ambassador - Venus Williams. Photo credit Laura Metzler Photography
Unilever-owned Dove Men+Care is hoping to encourage White men in the US market to see Black men as multidimensional after research revealed that, when shown an image of a Black men, White men are more likely to describe him as an athlete over any other profession. By championing and showcasing multidimensional stories of former NCAA student athletes with Off Court Champs, the brand is hoping to challenge limiting stereotypes and change the way Black men are treated in society. Dove Men+Care has partnered with seven Off Court Champs, who are former NCAA student athletes turned CEOs, authors, professors, and more. Esi Eggleston Bracey, Chief Operating Officer, Unilever N.A. Beauty and Personal Care, explains, “Mainstream media and culture have longstanding histories of perpetuating stereotypes by showcasing extremely limited and inaccurate depictions of Black men. These stereotypes have a tremendously negative impact and affect not only how the world views Black men, but also how Black men view themselves. We are using our platform during March Madness® to showcase and celebrate these Off Court Champs – their stories, their humanity, and their impact off the court – to change the way the world sees and treats Black men.”
Global medical aesthetic technology company, Venus Concept Inc., today announced that Venus Williams, four-time Olympic Gold Medalist, seven-time Grand Slam Champion and entrepreneur, has signed on as celebrity brand ambassador/endorser for Venus Bliss™. “We are very excited to work with Venus Williams as our Venus Bliss™ Brand Ambassador,” said Dom Serafino, CEO of Venus Concept. “We consider Venus a perfect fit for Venus Concept. Her excellent reputation as an athlete and person is consistent with our company goals and vision. We are looking forward to building successful brand awareness campaigns with her and we are confident that our customers and their patients will connect with her integrity and public image.” With 7 Grand Slam titles, 5 Wimbledon championships and 4 Olympic gold medals, Venus Williams is one of the most accomplished women in the history of sports. Not only a force on the court, Williams also parlayed her fine-tuned business acumen with her healthy competitive spirit into three successful business ventures: lifestyle and fashion-forward activewear brand EleVen by Venus Williams, full-service commercial and residential interior design firm V Starr and plant-based protein company Happy Viking. Venus Concept is an innovative global medical aesthetic technology companywith a broad product portfolio of minimally invasive and non-invasive medical aesthetic and hair restoration technologies and reach in over 60 countries and 20 direct markets.
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INDUSTRY NEWS INDUSTR MAGNET INFUSION TECHNOLOGY LIFT TAKING THE WORLD BY STORM
Congratulations to Yaffa Zhav, CEO of Zhav International who is now working with Senior Cosmetic Physician at Oo La La Cosmetic Clinic in QLD, Dr Mark Jeffery, with the revolutionary WISHPRO MIT Lift. Dr Mark Jeffery was seeking alternatives to cosmetic surgery and was impressed by the instant visible results the WISHPRO MIT Lift provides. He claims the results are due to it being unlike any other device in the world with the combined use of Magnetic Infusion Technology & active Infused Serums. WISHPRO MIT Llift is a technologically advanced facial treatment and capsule system offering unparalleled results for all skin types with visible results in just 15 minutes. The unique combination of the MIT Technology and personally unfused serum capsules stimulates elastin and collagen production delivering much needed nutrients, helping tone muscle fiberes. Yaffa Zhav, CEO and owner of Zhav International is also well known for her Beauty with Nature Derma Skincare range, which is at the forefront of skincare using advanced technologies in anti-aging. Yaffa Zhav skincare is a premium treatment range using active natural ingredients containing many therapeutic elements whilst also being Chemical and Cruelty FREE. Zhav International has also just launched a 24k Gold range which has been a huge success across Australia. Yaffa shows her support to women going through cancer by donating a Free bottle of her famous Natural Rose Oil to help fight the effects of chemotherapy. Soon to launch is a NEW Anti-aging Lift Serum Miracle Wrinkle Filler & a Hydraulic Range. Why Choose Yaffa Zhav Beauty with Nature Derma? ● Natural Ingredients & Chemical Free – suitable for all skin types ● Unique advanced technologies with Plant Stem Cell & 24k Gold ● Products mostly retail for under $100 ● Above average Profit Margin ● Compatible with other skincare products For more information or bookings for demonstration contact ZHAV International: 08 8362 0222 or info@zhav.com.au www.zhav.com.au
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BRUSH UP ON BROWS WITH REFECTOCIL AUSTRALIA
This worldwide phenomenon of lash and brow styling, including tinting and lifting continues to be an incredibly popular. Brow Lamination is again proving to be a game changer by being a safe and painless treatment, resulting in a fluffier and fuller brow style that is very much on trend. The RefectoCil Brow Lamination treatment produces an immediate wow effect resulting in a fuller more ‘lifted’ appearance. Brows appear more defined as hairs are given a semi-permanent shape. This treatment is especially suitable for unruly, stubborn brows as the hairs are softened and stabilised. Gaps in the brows are disguised and hairs can be easily groomed. RefectoCil Australia has recently launched a Dual-Purpose Brow Lamination and Lash Lift Kit which makes lash and brow styling even more versatile. The new ‘Pink Power Perm’ solution delivers significantly improved results. This patented solution also contains keratin which has the added benefits of nourishing and conditioning the hairs. Additionally, the processing time has been reduced to just 11 minutes (6+5 mins). When introducing a new salon service, the key to success is education. There’s no ‘one style fits all’ when it comes to brows and the beauty of brow lamination is that the therapist can design and create an customized look with the right tools. RefectoCil Australia is excited to announce a series of online Brow Lamination ‘Look & Learn’ sessions with National Educator, Hayley Sultana. In this class you’ll see the NEW RefectoCil Dual Purpose Lash Lift & Brow Lamination kit in action and learn everything there is to know about styling brows to perfection! Register your interest today. Each session has limited availability. www.refectocil-australia.com.au/education
THE AUSTRALIAN BEAUTY INDUSTRY AWARDS IS BACK!
We are proud to announce that the 2021 Awards are back and we are certain they will be bigger and better than ever! GENERAL INFORMATION • An Entry fee of $175 per entry will apply to ABIA • Entry fees are not required until you have completed your entry. • A full list of judges will be published in BEAUTY BIZ magazine and on the ABIA and BEAUTY BIZ Facebook Pages. • The independent panel of 35+ judges is made up of business coaches, trade and consumer media, key independent figures within the industry, educators, architect, Make Up Artists, and non-industry business experts. • The judges will look at all entries in full and give an overall rating score taking into consideration criteria content and attachments. • Rating scores will be added by an independent auditor and from that the highest rated entrants will be named as finalists in each category. • The winner of each category is determined based on the highest score and in the event of a draw a secondary round of judging of finalists will be carried out. IMPORTANT DATES - Entry deadline: 10th May, 2021 at 11PM EST - Finalists announced: 28th June 2021 - Awards gala dinner: 29th August 2021 HOW TO ENTER Visit www.australianbeautyindustryawards.com.au to download all of the information you require and to be directed to the awards entry site.
THE AESTHETIC REVOLUTION RY NEWSTAKING THE WORLD BY STORM
MAGNETIC INFUSION TECHNOLOGY LIFT
WHAT IS MIT: MAGNETIC INFUSION TECHNOLOGY?
WISHPRO MIT LIFT IS A TECHNOLOGICALLY ADVANCED FACIAL TREATMENT AND CAPSULE SYSTEM. THIS REVOLUTIONARY CONCEPT IN SKINCARE TREATMENT IS UNIQUELY DESIGNED TO TIGHTEN AND TONE SKIN ALMOST INSTANTLY - JUST LIKE A GYM WORKOUT FOR YOUR FACE. WISHPRO MIT Lift uses Magnetic Infusion Technology to convert magnetic pulses into an active energy field that creates light or electrical current. the magnetic field partially converts to Microcurrent (500uA Microcurrent Energy) , Red LED (660Mn), Blue LED (420 - 470nm), or Magnetic Pulse technologies using the different technology heads, and in tandem with the active serum-infused treatment capsules, MIT penetrates the active serums deep into the skin.
CREATE YOUR BUSINESS SUCCESS & INTRODUCE WISHPRO MIT LIFT
The unique combination of the MIT technology with the personalised infused serum capsules stimulates elastin & collagen production, delivers much-needed nutrients, and helps tone muscle fibres.
WISHPRO MIT Lift is the only device of its kind delivering unparalleled results for all skin types with visible results in just 15mins.
UNLIKE ANY OTHER TREATMENT instant visible results providing repeat business DOUBLE REVENUE By doing 2 Treatments in 1 hour ENDLESS TREATMENT OPTIONS vast options of treatments with over 10 Infused capsule serums INCLUSIVE training, ongoing support & Facebook marketing LOW RISK. NO DEPSOSIT requiring only 1 client per week
R ESU LT S I N J US T 1 5 M I N S
NON INVASIVE . PAIN FREE . NO SIDE EFFECTS . 100% SAFE
ASSORTED INFUSION CAPSULES Anti-Aging Serum Calming Milk Peel Exfoliator Hyaluronic Collagen BTX infusion Repairing APL Whitening APL NEO Energy APL Age Control
Leading the way in Excellence
To arrange a demonstration contact: 08 8362 0222 | info@zhav.com.au
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PLASMA FIBROBLAST SPARKING RESULTS LIKE NEVER BEFORE By Nancy Abdou
Plasma Fibroblast has fast become one of our industry hottest treatment trends. If you’ve spent any time on social media scrolling skin related content you’re bound to have crossed the mesmerising videos of “sparks” charring tiny dots onto the skin in a bid to rapidly accelerate targeted skin rejuvenation online any noninvasive treatment can. But what is this treatment all about, how did it come about? Is it as scary as it looks and are the phenomenal result for real? We go straight to the source and have Nancy Abdou of The Australian Dermal and Laser Institute gives us the full rundown on this incredible treatment and how you can harness these results safely in your own practice. Plasma Fibroblast can either invoke excitement or wariness. Excitement around the outstanding results this portable, hand-held device can deliver, or fear, due to the bad rap it has had over the last few years, since the technology emerged in the aesthetics arena. So, let’s get to the bottom of how and why Plasma Fibroblast has garnered such a ‘scary’ reputation. How treatment protocols have evolved in order to perform the treatment in a safe, yet effective manner and how to choose the right device for your clinic.
BUT FIRST – WHAT EXACTLY IS PLASMA FIBROBLAST? Sometimes confused with Platelet Rich Plasma therapy (PRP), where blood is drawn, centrifuged and plasma (containing the concentrated platelets), is extracted and re-injected or infused into the patient’s body or skin, Plasma Fibroblast is completely different technology and treatment. Plasma Fibroblast utilises the fourth state of matter: Plasma, whereby 20
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the device produces a tiny arc and ablates soft tissue, in a fractionated manner – substantially sparing healthy tissue, around the ablated tissue. Sparing the surrounding tissue, allows for better cell-to-cell signalling, which encourages faster healing, reduces downtime and also mitigates the risk of unwanted side effects, such as post-inflammatory hyperpigmentation, infection and scarring. Plasma denatures collagen and other proteins in the skin, causing a cascade of neo-collagenisation. These tiny superficial thermal wounds cause the skin within its vicinity to contract and lift — giving immediately noticeable results. For optimal results, 2-3 treatments are recommended, allowing 3-6 months between treatments, for the full effect to take place. Additionally, the transference of heat from the epidermis to the dermis, causes disruption of dermal solar elastosis and induces an inflammatory response, which in turn stimulates fibroblasts, resulting in collagen, elastin and cytokine release. Over the next 90 days this collagen matures and further tightening and plumping effects continue to progress.
REVISED PROTOCOLS: SAFER AND MORE EFFECTIVE OUTCOMES
Performed correctly and conservatively, Plasma Fibroblast can be used to treat most areas of the face & body to treat skin laxity, in particular around and within the periorbital region, unlike most other
E
technologies or treatments that struggle to safely treat delicate areas or require intraocular shields to protect the eyes. The emphasis here is treating “conservatively” and “correctly” – pitting, PIH and scarring were common consequences of aggressive or incorrect treatment application. Holding down the arc for extended periods, utilising higher energies than necessary, using a thick rod instead of a fine rod and using the “spray technique” – all resulted in over-ablation of tissue, creating extensive trauma and PIH, extended periods of downtime and higher risk of infection. However, over the last 2 years, treatment protocols have evolved dramatically, seeing a much more conservative approach being undertaken. This includes; arcs being placed further apart, with low energies to ensure less tissue ablation, greatly reducing negative side effects and down time. Further, pre-treatment protocols have been developed which greatly enhance results, these include pre and post skincare products and other preparatory treatments to ensure the skin will heal at an optimal rate, such as LED treatments.
PRE AND POST PLASMA FIBROBLAST TREATMENT: MITIGATING RISK It is vital, when a client decides to undergo any controlled trauma-based treatment, whether Plasma Fibroblast, IPL, Laser, micro-needling, HIFU, RF, chemical peels or the like, that their skin has been adequately prepped. Prepping 2-4 weeks with Vitamin A, B, C and melanogenesis pathway disruptors, in addition to LED, ensures that the skin is in its healthiest state and functioning optimally, that it has the ability to recover quickly with minimal down-time, thus reducing the risk PIH and scarring. Post treatment and wound care is equally as important - firstly, protecting the wound by applying a water impermeable product that acts as a second protective skin (such as the Skindividual DermaHeal, which contains betaglucan to help scavenge scar tissue and peptides to reduce interleukin levels, whilst helping to synthesise collagen). And it goes without saying, avoiding sun exposure, allowing micro-crusts to naturally shed and general good skin hygiene, all help reduce risks & ensure optimal results. Another way to ensure your client achieves the best results and reduces their chance of unwanted side effects, is prepping with a series of needling or Collagen Induction Therapy (CIT) treatments beforehand. CIT helps with restoration, regeneration and normalisation of cellular function, whilst strengthening the dermalepidermal junction. CIT releases epidermal growth factor interleukins (which are important in stimulating immune responses, such as inflammation), as well as recruiting Monocytes (these help other white blood cells remove dead or damaged tissues), Macrophages (responsible for detecting, engulfing and destroying pathogens and apoptotic cells), Langerhan cells (dendritic cells in the epidermis that have an immunologic function) and T-helper cells (play an important role in the immune system).
Also mitigating risk, is appropriate client selection – Plasma Fibroblast is not for everyone! Clients need to be reasonably fit and healthy, with a good immune system – when creating a controlled wound or trauma, the body needs to have the ability to efficiently recover and heal effectively. Clients who have poor immune systems, have an active infection, are heavy smokers and/or have a poor diet and lifestyle are contraindicated. As are Fitzpatrick skin types 5 and 6 due to the risks associated with treating darker skin types, because of the risk of over stimulation of the melanocytes, since this is an ablative and intense treatment.
LONG LASTING RESULTS Once the desired outcome is achieved, how long results last, will depend on both intrinsic and extrinsic factors. The clients age, ethnicity, skin care regime, lifestyle and what area they have had treated. Typically results last approximately 18 months, Plasma Fibroblast maintenance treatments can be performed every 12 months, in addition to other anti-aging treatments such as CIT or Radio Frequency, are highly recommended in moderation, to maintain the skins youth and elasticity. Plasma Fibroblast treatments for scarring and stretch marks, generally don’t require retreating further down the track, hence results are permanent.
CHOOSING A PLASMA FIBROBLAST PEN A Plasma Fibroblast pen is classified as a medical device and must be listed on the ARTG (TGA), this guarantees that you and your team are covered by your insurance provider and the device complies with Australian standards, upon completion of professional manufacturer training. When purchasing any device, you are choosing to partner with that manufacturer or supplier for the long haul, so ensuring they provide the highest levels and standards of customer service, training and on-going support, is the key to your success and maintaining an outstanding reputation. You are only as good as your training, so ensure practical training is provided to you face-to-face, in your clinic, where you can treat your existing clients. The theoretical component should empower you and give you the tools you need to provide a thorough consultation and achieve
amazing results, with the least possible risk to your client. Last but not least, you want to be able to maximise your return on investment. Ensure your device has variable power outputs, so all parts of the face and body can be treated, as well as having the option to choose power output modes, so you are able to expand your treatment menu by treating vascular and other skin lesions, such as skin tags, sebaceous hyperplasia, milia and pigmented lesions. There are some devices on the market that have the option to utilise various plasma tips, to infuse skincare products during a facial via a plasma permeating tip or alternatively, performing a “Dotless Plasma Fibroblast” treatment with a plasma lifting tip, without any down time involved at all. I personally recommend the Plaxpot Plasma Device for several reasons. First and foremost, the Plaxpot is registered with the TGA and this registration is easily accessible to you. Multiple tips allow you to introduce several different treatments to your service menu, as well as allowing you to optimise control over your power output & treatment safety. Ongoing support and outstanding training from The Australian Dermal & Laser Institute, is included with the Plaxpot device. As previously mentioned, training is the most important factor to your success with this amazing, but greatly misunderstood treatment. For any Plasma Fibroblast or Plaxpot enquiries, you can contact The Australian Dermal & Laser Institute at info@dermalandlaser.com.au Beauty Biz Year 14 Issue 2
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CORNEOTHERAPY
By Kai Atkinson, Educator, derma aesthetics
WHAT IS CORNEOTHERAPY?
Simply put, Corneotherapy is a progressive and remedial skin treatment methodology with its core principle being the repair and maintenance of the stratum corneum, the outermost layer of the epidermis, and its neighbouring defence systems at ALL times. Corneotherapy is closely related to Corneobiology, which refers to a broad range of experimental studies focused on the anatomy, physiology and biology of the stratum corneum. Studies as early as 1964 from Dr. Albert Kligman, the founder of Corneotherapy, depicted 22
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that the stratum corneum was a coherent tissue of cornified cells (corneocytes) and was NOT, as previously depicted, a graveyard of “dead” keratinised cells. Dr. Kligman articulated that the stratum corneum has many highly diverse functions and that it is very much alive, and his findings were confirmed by Professor Peter M. Elias, the author of the book “Skin Barrier” as well as other prominent scientists in the dermatological field. Corneotherapy refers to an “outside-in” approach with the “outside” being the stratum corneum and the “in” being the therapeutic effects starting
within the stratum corneum and working their way into the deeper layers of the skin. This is achieved by using preventative interventions that are primarily directed to the correction and restoration of the stratum corneum and its defence systems. This corneotherapeutic approach leads to homeostasis (balance) as well as the improved functioning of the integumentary system (skin), where it serves as a defence mechanism to protect the host against many harmful external substances and microorganisms, while keeping the epidermis front of mind and in-tact at all times.
SO, WHAT DOES TRUE CORNEOTHERAPEUTIC COSMETIC CHEMISTRY LOOK LIKE?
One of the key principles of Corneotherapy is the prescribing of therapeutic solutions that are customised to the specific skin condition being treated. True Corneotherapy must contain formulations that are as physiologically compatible with the skin’s structure and function as close as possible. So, what does that exactly mean? Simply put, a skincare formulation must mimic the cell membrane or the bi-layers that make up the permeability barrier of the stratum corneum, in order to repair, replenish and regenerate the lipid phases of the skin that are lost and/or compromised on a daily basis. Many skincare products will aggravate skin conditions that have lost the first three lines of skin barrier defence and require topical formulations that do not contain conventional emulsifiers or other foreign ingredients. Instead, physiological lipids such as phosphatidylcholine (PC) which makes up a large proportion of all biological cell membranes, should be used, as well as ceramides, cholesterol, triglycerides and free fatty acids which make up the permeability barrier membrane of the stratum corneum. Ceramides in corneotherapeutic formulations as an example, must be in the correct ratio as they provide an important contribution to the preservation and regeneration of the skin barrier. Ceramides are metabolised and released into the extracellular matrix of the stratum corneum by the keratinocytes of the epidermis. One of the most important ceramides is linoleic acid (Omega 6) containing ceramide 1. A decreasing availability of ceramide 1 will correlate with an increase in dermatological skin conditions and disorders such as acne, eczema, rosacea, psoriasis and atopic dermatitis. For skincare to be considered corneotherapeutic, it must be manufactured by a true dermatological chemist that follows the principles of Corneotherapy, and at all times must remain free from conventional emulsifiers, fragrances/ perfumes, preservatives, parabens, silicones, amines or colours. Why? Because they have no physiological functioning and/or purpose within the integumentary system and can promote skin barrier disorders. A long time has been spent researching and developing a skin physiological moisturising solution that is compatible with the lipid properties of the skin. Conventional oil in water (O/W) and/ or water in oil (W/O) emulsions must not be used as they disturb skin barrier defence by causing a detrimental “wash-out” effect of the skin’s own metabolic secretions. The methodology of Corneotherapy requires greater understanding than most established beauty therapy training and/or dermal institutes provide, as it truly focuses on the repair and maintenance of the stratum corneum and its surrounding defence systems, rather than
just focusing on the simple application of a conventional cosmeceutical moisturiser. A Corneotherapist at ALL times will keep the first three lines of skin barrier defence front of mind when it comes to the therapeutic treatment of skin. They are as follows: • The acid mantle/microbiome • Stratum corneum • Permeability barrier (multi-lamellar lipid structure - ceramides, cholesterol, free fatty acids) When the first three lines of skin barrier defence are compromised, the skin has the ability to reflect changes in other cells and systems of the body, and this is known as the site of response. Understanding and appreciating this synergy between the cells and systems of the epidermis, dermis and body, is a big part of Corneotherapy, and must be respected and practiced on a daily basis by professional therapists when working on and within the skin. You will not be classified as a Corneotherapist if you ablate the skin with chemical peels or use other modalities such as the use of epi-blading/dermaplaning, plasma pen or microdermabrasion just to name a few. The stratum corneum is where terminally differentiated epidermal keratinocytes reside, and from here, become known as the corneocytes we know that play a role as the second in line of skin barrier defence. These diverse living cells of the innate immune system are densely packed within the permeability barrier that surrounds them, protecting against harmful external substances and microorganisms, as well as balancing the evaporation of trans-epidermal water loss (TEWL) from the skin. So, why as professional therapists would you knowingly want to compromise the integrity of the skin with ablative peels or other accompanying modalities by continually removing important lines of skin barrier defence? As professional skin therapists, we should understand that when we have an unprotected skin due to the loss of these defence systems, we get an increase in oxidative stress, a decrease in cell protection, an increase in lipid-peroxidation and the resulting mitochondria DNA damage/ageing that will accelerate cellular senescence… (ah, doesn’t make a lot of sense!) Working with the principles of Corneotherapy As previously discussed, working with the principles of Corneotherapy can be obtained by not using foreign ingredients that don’t work with the physiological processes of the stratum corneum. Conventional emulsifiers, fragrances/ perfumes, preservatives, parabens, silicones, amines or colours can never be used within a formulation. Corneotherapy is all about working with chemistry that is skin physiological, or at least similar to the skin, as well as being adapted to the needs for all individual skin types and conditions. So, if you want to work with the principles of Corneotherapy, you need to first and foremost remove what the skin doesn’t recognise or require and find a formulation that resembles the lipid phases of the skin.
and an intact skin barrier prevents other skin problems by ensuring the skin barrier is strong and functioning as opposed to being in a constant state of repair.
WHAT ARE THE BENEFITS OF CORNEOTHERAPY?
Corneotherapy is the number one preventative measure against premature ageing and potential skin problems. By repairing the skin’s barrier defence systems under the principles of Corneotherapy, we reduce TEWL and ensure external aggravating factors are held at bay. The best single strategy to preserve a healthy skin condition corresponding to age, is to preserve the natural skin barrier with the help of suitable and physiological products. Thus, both protection and prevention are optimally guaranteed. One of the major advantages of Corneotherapy is that it is largely free of side effects in comparison with a treatment with topical pharmaceuticals. Preventively applied Corneotherapy practices may extend the intervals between flare-ups and reduce or even avoid the application of conventional dermatological products such as cortisone-based creams. Quality dermatological cosmetics, however, do not come without a price, as products free of conventional emulsifiers require complicated production technology. By using physiological ingredients that replenish the bi-layers and stabilise TEWL, will support and maintain adequate skin hydration levels for a better functioning and sustainable skin overtime. To summarise this article, Corneotherapy is not to be used for marketing ploys if the skincare product being advertised is NOT corneotherapeutic and/or, the skin treatment services being provided by professional clinics, does not maintain the first three lines of skin barrier defence. Corneotherapy is the care of the stratum corneum with chemistry that mimics skin structure and function, while incorporating therapeutic modalities and the use of pure actives that have a long-term and sustainable effect on the cells and systems of the epidermis and dermis, while keeping the integumentary system in-tact at ALL times! www.skincorrection.com.au
Kai Atkinson
Unfortunately, the term “Corneotherapy” has reached the field of conventional cosmeceuticals that do not work with the principles of Corneotherapy and exploit its core principal by claiming to be corneotherapeutic for sales and marketing, in order to offer conventional approaches with more progressive and exciting labels.
Genuine corneotherapeutic skincare ranges will also be free from treatments that overexfoliate, peel and impair the stratum corneum, as that directly contradicts the aim of long-term sustainability of the skin barrier. The protection supports a gradual healing of inflammation Beauty Biz Year 14 Issue 2
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CREATING A POWERHOUSE CELL
By Gay Wardle
If you know any cell organelle by far the Mitachondria is top of the list. As the “powerhouse” or “battery” of the cell this organelle plays a vital role in both cell health and skin health. Gay Wardle, this go to queen of skin science education, helps us brush up on our anatomy & skin physiology knowledge to share how this vital organelle actually works in helping us to improve its function in our own clients. In many pictures this little organelle is depicted as a tiny grub like structure that moves around the cell, using the microtubular structures. These microtubular structures act as highways for mobility of the mitochondria to move around within the cell. In fact they take up 20% of the cytoplasm of the cell and they are forever changing their shape, they divide, and they fuse to other organelles mainly, the Endoplasmic Reticulum where they facilitate the exchange of lipids. The structure of the mitochondria is very unique in that it consists of two membranes. Each membrane hasvery distinct functions and properties. The inner membrane appears as folds and surrounds the internal part of the mitochondria. This is known as the cristae and is a large area in the mitochondria which allows more locations for the production of adenosine triphosphate (ATP). The production of ATP occurs where electrons are passed through the electron transport chain, pushing protons which are positively charged to produce ATP molecules. In our adult years we have massive amount of ATP produced daily in fact, 50 kg per day are produced in a healthy person. The matrix of the mitochondria is the space within the inner membrane containing literally hundreds of enzymes that are crucial to the production of ATP. Now this is just one part of the actions of the mitochondria. NADH which is also known as coenzyme 1 has so many biological reactions and is essential for cellular development as well as producing energy. GTP is an essential source of energy for protein synthesis as well as gluconeogenesis. Both NADH and GTP are produced in the citric acid cycle. Apart from the energy and enzymes that are produced by NADH and GTP, both play a role in signalling calcium and respond to stress. The outer membrane is mainly a lipid structure 24
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though it does contain porins which are proteins. These porins are charged channels that allow passage way to small molecules to cross over the outer membrane. They work and are similar to integral channels that are across the cell membrane. The Mitochondria has its own DNA known as mtDNA which is critical for creating the pathways that produce the energy of this very special organelle. The mtDNA differs very much from the nuclear DNA which is the genetic hub. Nuclear DNA is inherited from both Mum and Dad but the mtDNA is only inherited from the Mother regardless of you being born male or female. There is a gene called cps-6 found in mtDNA which breaks down the process within the paternal mitochondria.
The other unique property the mitochondria has from other organelles is that it has its own ribosomes. Ribosomes have a very important function where in decoding DNA. So, in summery mitochondria uses respiration (oxygen) and glucose or energy to generate ATP, as well as creating enzymes and proteins and regulates cell metabolism. There is no surprise of the importance the roles mitochondria plays in our skin and body health. Any mitochondria dysfunction will be the cause of maternally inherited diseases and add to this the importance the mitochondria impacts on how we age and our cell apoptosis. www.gaywardle.com
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KICKING A$$ CONSULTATIONS By Robyn McAlpine
Ever looked at your day ahead to see a skin analysis booked in your column and immediately start looking for the sick bay so your mum can come get you? How many times a week do you step into the consultation sweaty pits, stomach churning freaking out ‘cos you’re not really sure what you’re doing and you’re about to be exposed for being a fraud? No? Just me then? I recently did a survey of skin therapists from around the world and 90% of participants said that despite understanding skin, they doubt their knowledge and struggle to articulate skin education to their clients. Most skin therapists confided that whilst they have a basic to medium grasp on skin anatomy, they often lack the confidence, regularly second guessing themselves when it comes creating a treatment plan. Now, if you are killing your consults and retailing like a queen, brilliant! You may wanna flip to the next page. But if you have ever stayed up late devouring your notes to prep for the next day’s consultation, or you ask a hundred questions when taking the booking so you can brush up on what they want to talk about (and pray to god that they don’t throw you a curve ball in the consult room), or if you’ve secretly ever wished the client would “no show” then honey, this is the page for you! I wasn’t always confident in my consultation and skin analysis process. In fact, in the beginning I fumbled my way through it and often came out more confused than when I started. I didn’t really have a clear treatment plan and my product prescriptions were like throwing the whole retail shelf and hoping that something might stick. I won points for enthusiasm but lost clients on my lack of authority in the consultation process. Often, we have the knowledge and it’s great to learn about the keratinocyte lifecycle, but then what? How to we translate that in a consultation? Well that takes more than I have room on this page but what can I share with you is a nudge in the right direction to confidently slay your consults and have your clients wondering where you’ve been all their life? 26
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If you didn’t have a sales target or KPI, how would you consult? Imagine for a moment your boss wasn’t breathing down your neck and you didn’t have to sell for the sake of selling. What if you could just do your best for the client in front of you. What do they need and more importantly what is it they DON’T need? By leaving your target at the door and instead getting to know your client, you’re actually more likely to send a client home with everything they need to transform their skin. By paring it back to basics to create healthy skin, you’ll more likely sell all three products you’ve prescribed than 1 or maybe 2 of the 10 you listed on their prescription sheet. Sure, you can have a “down the track once we’ve got your skin healthier” wish list, but if you forget sales targets and not focus on the numbers, you’ll do a much better consultation because you’ll be focused on your client and their skin! Trust me, the sales will follow! Where are the gaps in your knowledge? Do you really know your way around a skin cell, layers and what they actually do? If you don’t know the stages of cell differentiation within the skin cell lifecycle, you’ll come unstuck when it comes to correcting the skin condition in front of you (and that fraud feeling will creep its way back in!) Time to get to know it all from the Skinside Out. Maybe you know skin cells like you know every contour of Jason Momoa. Perhaps then understanding things like gut health and its link to skin health is where you need to brush up? Learning more about nutrition and impacting lifestyle factors is going to really support you in your consultations. What are you working with? Knowing your products and treatment inside out and back to front is key here because if you know how to make your products work for you, instead of you working for the products, you’ll master your product prescription and treatment plan. Ps: If you haven’t been to your product lines
education day since 2001, then maybe it’s time you rekindled the flame with the range you’ve chosen to get into bed with. Don’t overcomplicate it. Once upon a time a friend of a friend, (definitely not me) had a night out on the town. She started with a cocktail, switched to wine, then a round of shots, ending the night washing down a kebab with a beer. Needless to say, the morning after was a grey, pasty, dull fog. Mixing drinks is NEVER a good idea and neither is mixing your skin care. Often we get so enthusiastic with a fresh new client we want them to have one of everything (even more so if you need to hit that KPI!) but you’ll get better results and win over more clients (and they’ll have happier skin) if you can show restraint in your prescription and start simple. You’ll also give yourself room to pivot as you get to know their skin but also reduce your risk of creating a skincare mixed drink hangover. I’m not saying that these words on the page will make you feel like a consultation queen overnight. Nope. Sorry. Feeling like I can take authority in the treatment room has taken me years to feel at ease with and something I have had to practice. (and it wasn’t always perfect) Much like a kid learning to play the recorder, I started squeaky and a little off key. But by letting go of the pressure of the KPI’s, filling the gaps in my knowledge and keeping my prescription and treatment plans simple is how I now can walk into a room and have bad skin bow down at my feet like the Beyoncé of Beauty that I am! I want you to feel that exact same power. To walk into the room with a calm, deep confidence that whatever comes up, you know that you’ve got an answer for the and a plan to help the client in front of you to reach the skin of their dreams. Need a little help in finding your feet? Reach out and I’ll gladly give you a pep talk! Robyn xx Follow Robyn’s work at @expert_skin_ therapist and www.skintifix.com
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JELLIE MASKS
By Riana Janse Van Rensberg, Director, DermaplanePro
The new Yummy Hydro Jellie Range is unique to DermaplanePro Australia. Specifically designed for our clinics. A new generation mask boosted with pure algae, actives & new electrolyte technology. Our Yummy Hydro Jellie Masks provide multiple benefits to your skin including hydration, smoothing, increase moisture retention, cleansing, exfoliating, conditioning skin, toning, reducing inflammation and helps to form collagen and elastin to keep the skin looking younger and more supple! These masks can be applied after any invasive treatment, e.g. dermaplaning, skin needling, laser, IPL, Meso-therapy and cosmetic procedures. 10 NEW Yummy Hydro Jellie Masks REJUVI & HYDRATE (Hyaluronic Acid) LIFT & FIRM (Gold) DETOX & CLEAN (Charcoal) REFRESH & GLOW (Rose) MODIFY & EASE (Chamomile) BALANCES & RESTORES (Lavender) TIGHTENS & TONES (Mint) BOOST & SMOOTH (Tea Tree) CLEAN & CLARIFY (Lemon) DEFEND & REFRESH (Kiwi) LAUNCHING IN APRIL!
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DP SILK SHEET MASKS
Our silk sheet masks are made from plant fibre and are a luxurious fit providing a skin-tight dermal adhesion, contouring to the face allowing for premium product penetration. They are thinner than typical fibre masks with a fit akin to silk. When applied they adhere to the face without having to reapply or lay down for your treatment.
CARBON BUBBLING CLEANSING MASK
A charcoal-infused sheet mask with spearmint extract and arginine to detoxify the skin and tighten pores. Activated Korean charcoal has potent detoxification powers that leave skin feeling fresh and purified.
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DERMAL
YOUR PATIENTS AND PRACTICE WIN WITH DERMAPEN 4
When a device fails on you mid-treatment or doesn’t achieve the results your patients were hoping for, it can hurt your reputation and bottom line. At the same time, constantly adapting different procedures and products to suit each patient’s individual concerns is great for them but can blow out appointment times and your budget. Striking the right balance between providing the best results for your patients and running a successful business can leave you feeling overwhelmed. What if we told you that you no longer had to choose between what was best for your patients and your practice? As well as resulting in a smoother, brighter, and younger-looking appearance for your patients, Dermapen Treatments with the Dermapen 4 are also one of the most simple and straightforward skin rejuvenation options on the market. “As a provider, I like that I can customise each treatment depending on my patient’s needs and there is always a predictable outcome.” –Angela Terry, Clinical Aesthetician Let’s take a closer look at how the Dermapen 4 device offers you and your patients outstanding results.
MORE REJUVENATING CHANNELS IN LESS TIME
Microneedling creates micro-injuries in the superficial layer of the skin to trigger the production of elastin and collagen. The Dermapen 4 creates up to 1,920 micro-channels a second, allowing you to perform procedures up to 104% faster than other pens.
INCREASED PATIENT COMFORT
The disposable needle cartridges include sophisticated technology to make procedures virtually painless. The 16 needles vertically penetrate the skin for flawless punctures (unlike derma rollers that create “arching cuts”) and never drag thanks to a regulated suction release functionality. 30
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SPECIALITY SCAR TREATMENT SETTING
The Dermapen 4 can reach depths of 3mm with autocalibration of speed and depth to reduce the appearance of scars. There’s no need to be manually fiddling around and adjusting settings by trial and error as you go.
NO CROSSCONTAMINATION RISKS
Something we like to call Anti-Contamination Management™ (ACM) in the single-use needle cartridge ensures there’s no fluid backflow into the needle and no cross-contamination risks.
REACHES SELECTED DEPTH
Your microneedling pen is only as good as the precise depth it reaches. It doesn’t matter if the needle is 3mm long if it’s incapable of penetrating to that depth. The built-in RFID needle cartridge of the Dermapen 4 offers automatic calibration technology for precise, reliable penetration.
ERGONOMIC DESIGN
The lightweight, ergonomic handpiece has an easy-grip mechanism, so you can microneedle in comfort all day long.
VERTICALLY PENETRATING NEEDLES MINIMISE DOWNTIME
Dermapen 4 causes minimal trauma, giving your patients’ skin the chance to spend more effort fighting the concern itself rather than any collateral damage caused by microneedling.
REGULARLY UPDATES WITH LATEST ADVANCEMENTS
The Dermapen 4 is Bluetooth enabled, which means you’ll get access to updates to keep your technology current.
ADJUST SETTINGS IN A TAP
With a digital display and one-touch settings on the device itself, you can manage depth, speed
and treatment settings at the press of a button while you work.
ENJOY IMMEDIATE BENEFITS
Sure, you can keep mixing and matching solutions and procedures for each patient but what’s this costing your business in terms of time, patient satisfaction, and resources? You could start to enjoy the benefits of your Dermapen 4 straight away. Greet new and repeat patients through your doors who actually look forward to the procedure itself, not just the outstanding results it offers. Imagine what your days would look like with faster procedures. We’ll let you decide whether you spend that extra time booking in more patients or focusing on other parts of your business you might have been neglecting. As time goes on, you can start collecting glowing testimonials, repeat custom, and word of mouth referrals as your patients’ stubborn acne, scars, wrinkles, rosacea, or pigmentation clears. It’s never been easier to get sensational results for your patients and practice. Are you ready to discover the Dermapen Difference? www.DermapenWorld.com
Join the Revolution of Get the Gold Standard Microneedling Pen Do you want outstanding results for your patients and clinic? The Dermapen 4TM uses cutting-edge technology to help reduce the appearance of cosmetic skin concerns — including acne, scars, pigmentation, wrinkles and more — with virtually no pain or downtime.
Increased patient comfort
Anti-Contamination Management
Speciality “Scar Treatment” setting
More rejuvenating channels in less time
Vertically penetrating needles minimise downtime
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Guaranteed to penetrate selected depths
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Joining the revolution of Dermapen 4 gives you an unsurpassed ROI with the peace of mind of a 7 years warranty.
Visit www.DermapenWorld.com and discover the Dermapen Microneedling Difference.
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NUMBING CREAM WITH NEEDLING
? y a N r o Yay By Dr. Andrew Christie
This has always been a big area of debate with many considerations to take into account. Of course, patient comfort and care are always a priority, but procedures need to be legal, profitable and time-efficient or they are not worth doing. A Brazilian wax has an element of discomfort, but clients are not sedated or put under a general anaesthetic, it just doesn’t make sense. Why use a drug (and numbing cream is a drug with risks) when it is not required? So, let me answer this question in two stages, the first: business / profitability / necessity / risk and the second: chemistry / performance / outcomes / complications / legalities. Firstly, let’s consider that a Dermapen (the original, Australian device from Dermapenworld) operates at a top speed of 120 revolutions per second. The needle cartridge contains 16 x 33G needles, so an unprecedented 1920 puncture channels are delivered into the skin per second. With such a fast oscillation, the average face may be treated in as little as 4-5 minutes. If we consider the average topical local anaesthetic takes 30-60 minutes to process and the treatment takes just 5 minutes, the treatment time does not justify the processing time. One would need to charge a premium to make the procedure profitable.
benzocaine). Amide class may be easily identified by the appearance of the letter ‘I’ twice in their name, i.e., lignocaine. Ester class only feature the letter ‘I’ once, i.e., tetracaine. When topically applied amide agents are good for surface area, but esters are the agents what which provide comfort for depth.
Due to their unstable nature and metabolism, ester agents are renowned for increased hypersensitivity. This is particularly the case with benzocaine (which forms p-aminobenzoic acid (PABA) when metabolised. Up to 18% of patients can show signs of a contact dermatitis post-op. Also consider that tetracaine is a proven vasoconstrictor. This is problematic for skin-needling procedures where a visual endpoint of pinpoint blood may be required. Often, the practitioner compensates by treating too deep or too aggressively in order to draw blood. Increased and unnecessary patient downtime then results.
Thirdly, skin-needling with a device like Dermapen is no more uncomfortable than a microdermabrasion, chemical peel or even a wax. Yes, it feels a little scratchy, yes it can be bitey, yes there are some sensitive areas but it is over and done with very quickly and can be tolerated. A good consultation and a confident practitioner will educate and distract the patient during the treatment.
So popular numbing cream blends such as BLT (benzocaine, lignocaine & prilocaine) can risk more negative effects than positive gain for skin-needling procedures. Due to the higher concentrations, compounded TLAs deliver far greater risks by comparison to OTC (overthe-counter) products. Note also compounded products such as BLT require a prescription or are classed as scheduled drugs in Australia. Only the doctor who wrote the prescription or the patient (who the prescription was written or product dispensed by a pharmacist for) can apply the product on their skin. Always check that the patient (who is being treated) has their name written on the sticker on the TLA tube (when dispensed by their pharmacist). The common concept of a ‘communal’ salon tube of numbing cream to be shared and used on clients as required should not legally exist.
Now for the science… Any form of anaesthetic is a drug with risks and potential issues. There needs to be a very valid and legal reason for its use. Common topical anaesthetising agents include lignocaine (lidocaine), prilocaine, tetracaine (amethocaine), benzocaine and bupivacaine. These agents are classed into two categories: amides (including lignocaine & prilocaine) and esters (including tetracaine and
So why not just use an OTC lignocaine or lignocaine / prilocaine blend? Well, these too are scheduled medicines and need to be dispensed by a pharmacist for the actual patient undergoing the procedure. Salons, tattoo artists, laser technicians and skin-needling practitioners are prohibited from selling TLAs and can face serious penalties. In 2012, Oni et al. found that OTC topical anaesthetics have greater
Secondly, at 120 revolutions per second, the intense vibration dissipates nerve receptors. Vibration techniques are commonly used for injections to create a more comfortable procedure. As the needles are not concentrated on any one area for a sustained time, the combination of vibration and speed increase client comfort and tolerance.
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lignocaine absorption than many prescription anaesthetics. Not only does lignocaine toxicity become a risk (particularly when used over large surface areas), but prilocaine was also found to instigate hypersensitivity, increasing the risk of post-inflammatory hyperpigmentation. Such OTC formulae were also found to persist in the blood stream for some 8hrs after application. An overseas website may sound like a safe and convenient way to trick the system to obtain ‘communal’ numbing cream for your clients. This practice is illegal and unless the product was prescribed by a doctor or dispensed by a pharmacist (in person or from an approved Australian online pharmacy) for the individual it is to be used on (and then applied by said person), then all the legal and medical risk, responsibility and onus is on the practitioner. Why complicate things? New trends practiced in the international market see beauty therapists massaging CBD oil (500-1000mg) onto the skin before needling treatments. Although extracted from the cannabis plant, CBD (or cannabidiol) is THC (tetrahydrocannabinol) free and nonpsychoactive. The CBD not only promotes client well-being and comfort but actually delivers an analgesic effect. An analgesia refers to an agent that delivers relief from pain. An anaesthetic by contrast temporarily blocks sensation. With the TGA recently down-scheduling CBD from prescription only, low-dose products are slowly being introduced, opening up opportunity for higher concentrations and innovative uses for the professional beauty and medical aesthetic markets.
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FEATURE
TURNING YOUR DREAM
into a Reality! Ever dreamed of manufacturing your own products? Now these dreams have become a reality, and best yet, the team at Private Label Dynamics (PLD) hold your hand through the entire process.
As an Australian owned and operated wholesaler and worldwide distributor of private labelled products, PLD aim to add worth and brand recognition to each individual business that they work with, taking the stress out of creating your own brand by providing all the tools and products at a very reasonable price. It all started 8 years ago, when PLD, a creative hub, inspired by industry leaders, salon owners and established brands, decided to create a “best of brand” luxury haircare and skincare product range, manufactured here in Australia. With a full service offering, of high-end Australian made haircare and skincare products, Private Label Dynamics guide their customers through the entire process from design to manufacturing and distribution. And as testament to their success, these 100% Australian made products, now adorn the shelves of over 3,000 independent customers in over 38 countries! “The very first project we created was actually quite emotional,” says Zita Szabo, General Manager, PLD. “Our very first client went out of their way to call and express their gratitude to us, letting us know how wonderful it felt to sell their very own branded products over the counter. To hear this was pure joy, as it was the exact purpose the company was created for.” After listening to what salon and clinic owners want most out of a private label experience, 36
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PLD help guide their clients through the entire process, taking care of everything from start to finish and offering a complete turnkey service. From branding and logo design to printing, product selection, ingredient data sheets and branded brochures, PLD don’t leave any detail out, helping salons and clinics not only to manufacture their own products but market and sell them too. Conscious consumption has also resulted in an increased demand for locally sourced, certified organic and naturally derived ingredients which have always been an essential part of the PLD core values. And due to recent events and the increasing need for more online focused business, salons and clinics have turned to look for, and support the local economy by purchasing from local suppliers. With Certified organic, locally sourced and naturally derived ingredients, PLD products are 100% vegan and cruelty free. The formulas include the trending ingredients your clients are asking for and free of sulphates, mineral oils, lanolin, S.D. alcohol, parabens and microplastics. They can even help with documentation for TGA registration too. “We are committed and conscious on our impact on the planet by using sustainable packaging. We manufacturer all of our products from our ISO 9001 compliant facility.
“QUITE SIMPLY, IF WE WOULDN’T USE IT ON OURSELVES, PLD WON’T MANUFACTURE IT.”
ZITA SZABO, GENERAL MANAGER, PLD
Our products are tested and meet all Australian safety standards and regulations. We pride ourselves in using the highest grade, certified organic ingredients where possible. 99.5% of our ingredients are naturally derived.” Szabo says. As many business’ experienced last year, the Covid-19 pandemic has played a considerable role in rethinking the way we fulfil our client’s needs and with the increasing demand for selfcare, salons and clinics are wanting to sell their own brand over someone else’s. Having encouraged their clients to take their retail operations online during the pandemic and beyond, PLD fully support clinics flourishing by challenging them to rethink the way they do business. “We have been, and always will be there for our salon and clinic partners, not only as a supplier but as a business partner with the same level of interest in their business as their own.” Szabo states. Ordering is made easy with complete customer satisfaction and full transparency at the heart of the PLD experience. Customers can visit the website which has been specifically designed with all the necessary tools required to support in both the research and final decision making process. “We have a very knowledgeable Customer Service Team that can help with every detail a clinic owner needs to make an informed and profitable decision” There has never been a better time to ditch offshore manufacturing for more sustainable local models and Private Label Dynamics makes that possible. “Most worldwide suppliers and manufacturers offer products exclusively for distribution networks (wholesalers) on global, national and
local levels. This results in inflated retail prices for the end consumer, as the role of sales is passed from network to network. Private Label Dynamics is the manufacturer, wholesaler and sales network in one, leaving businesses with an equally high-quality product at an undiluted price, that can then be passed on to their customers.” Want to try before you buy? No problems! With PLD, clinics have the option to purchase and trial products prior to placing an opening order. The team make this simple with your choice of carefully selected sample packs or hand-picked individual units of each product, bespoke to your needs, for trialing. “Essentially, we look after everything from start to finish, allowing our clients to focus on their most valuable asset, their brand!”
FAQ’S What costs are involved? We believe in 100% transparency and therefore have all of our prices on our website. There are no hidden costs involved. What is the Lead time? Lead time is generally 5 to 7 business days from date of label approval. Can I customise the products? We are always happy to talk to our customers about customising their larger orders. Why are the products so affordable? Price, although a key factor, should not be the main focus for consideration by a potential customer. We are a manufacturer that sells directly to our customer/retailer. To start your private label journey visit www.privatelabeldynamics.com to purchase and trial products. The friendly Sales Team will be there to assist you through the whole process.
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FEATURE
HOLISTIC BEAUTY
Based in Maitland, NSW, and operating since 2016, Seed Holistic Skin Therapies lives up to its name taking a comprehensive approach to nutrition, lifestyle and skin care choices. Owner Bonnie Herbert believes that achieving beautiful, healthy and glowing skin is a journey which requires commitment, support and expert knowledge, something she is more than willing to give to her clients with both home care and in-clinic treatments. “Using a non-toxic skin care regimen daily is vital as well as gut and hormonal health, so we like to take a fully holistic approach to get the results are clients both need and deserve,” says Bonnie. Bonnie uses and recommends the ProLogic Skincare range, a conscious and progressive brand, 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. With all formulations created with both the skin and environment in mind, and all ingredients ecofriendly Prologic delivers optimal results using natural skin identical ingredients to preserve the epidermis and the skin barrier defence system. We spoke to Bonnie about her salon and he vision for promoting healthier skin and life balance. What do you love most about what you can offer your clients? Confidence and Knowledge! More often than not clients come in really overwhelmed and confused with all the misleading information available to them on the internet, trialling as many different things with no positive outcome. I am able to give hope when I educate them on the functions of their skin in a way they can understand so 38
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they can feel comfortable and confident moving forward knowing they are doing what’s best for their skin. Do you have a favourite treatment? Skin Needling! This treatment really gives outstanding results, I am all about that scar revision and healthy cell turnover! What made you decide to offer a holistic service of both skincare and nutritional advice? Having PCOS and IBS has directly influenced my skin, from the age of 26. I suffered with painful deep cystic acne and was unsuccessful treating my skin with skincare products alone. At this time, I really started to understand that our internal systems are directly linked with our skin, I learnt that my skin was a reflection of everything that was going on inside. So, to see improvement with my skin it was only possible to approach the skin as a “whole” and look at the bigger picture to go beyond just external symptoms and understand the root cause of my skin imbalances. 10 years on and I have remained acne free! I truly believe that true skin transformation comes from a holistic approach, and this is why it’s so important to me that I offer my clients a holistic service. How important is the relationship you have with your suppliers and what do you look for when choosing partners in this area? I feel it’s important that I have a good working relationship with all of my suppliers. I look for suppliers that have conducted extensive research to back up the claims that they make about their products and who are informative and
believe in what they offer. Tell us a little about your relationship with Prologic and why you decided to have this brand in your salon? I have a great relationship with the Prologic team. They are really amazing to work with and always ready and willing to answer any questions I may have. I spent a good 2 years searching for a skincare line that aligned with my core values when it comes to skin and the environment. Prologic meets my high expectations and more! I look for clean skincare that really focuses on supporting the skins natural biological functions rather than strip or disrupt the skin with unnecessary and toxic ingredients. I also look for environmentally friendly and Prologic has really impressed me with how much thought has gone into the line from ingredients being eco-friendly for the skins microbiome and the environment. How important is it to recommend to your client’s homecare products? Extremely important. Personalising a skincare routine for my clients targets specific skin issues and concerns to provide real results. A good skin care routine is only as good as the skincare used. Poor quality products can be ineffective and even cause harm to the skin so it’s crucial I recommend my clients clean nutritional based skincare that will give back to their skin. I only want the best for my clients and am truly passionate about helping them achieve skin they feel confident in! www.prologicskincare.com.au www.seedholisticskintherapies.com
SUSTAINABLE & ETHICAL BUSINESS PRACTICES We aspire to have as minimal impact on the environment as possible. We are proud to have Forest Stewardship Council (FSC) 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 consist of aluminum, glass and recyclable plastic.
REAL INGREDIENTS. REAL RESULTS. All of our formulations are created with both the skin and environment in mind, all ingredients are eco-friendly and do not have a negative impact on the microbiome of the skin or the environment. 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.
Get results the natural way!
www.prologicskincare.com.au | @prologicskincare_aus
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BEAUTY
SAYING GOODBYE TO WRINKLES WITH SILICONE By Nikki Wells
Plastic surgeons have long known the natural healing benefits of silicone. For decades now, the use of silicone on postsurgical wounds, and with burns patients has been common-place in hospitals worldwide. Internationally, the use of silicone is considered the first-line form of scar management – and it is this medical recommendation that has driven the crossover of the use of silicone masks into the aesthetics industry for rejuvenating purposes. Here in Australia, surgeons have utilised silicone in most major hospitals for over 30 years in the form of silicone gel sheeting (SGS) or scar therapy. There have been many clinical evaluations to determine the efficacy of the use of silicone gel sheeting. And, whilst the precise mechanisms by which it improves hypertrophic scars, keloid development and recovery are yet to be completely agreed upon, the ability of silicone therapy to do so is undisputed. It was one of Queensland’s leading plastic surgeons who recommended silicone gel sheeting to me post-surgery several years ago. Following several major surgeries, combined with a scar revision surgery, it was fair to say that my body was the perfect science experiment! My surgeon recommended I use silicone sheets and remain dedicated to wearing them with the promise of a much-improved scar healing process. Upon following his instructions, despite the extreme expense at the time, the end result was far more impressive than I could have imagined. It was this personal process and first-hand experience for me which triggered the conversation with my plastic surgeon about the benefits of the use of these sheets within the aesthetics industry. But, does this same science of scar healing transfer to the reduction of wrinkles, and other dermal benefits within the aesthetics industry. The resounding answer is a very happy “yes”! Silicone masks used for skin “smoothing” are far more than just a trend – there are many clinical studies, and science behind the use of them. Whilst scars and wrinkles are structurally different, they are both related to collagen – and 40
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this is why the science behind silicone masks has been grasped with both hands by the aesthetics industry. Silicone masks themselves are made simply of silicone and oxygen. Some may say that the use of silicone and oxygen cannot possibly reduce wrinkles. But it is this very simplicity that is the beauty and the major attraction to millions of women and salon owners around the world. When placed on the skin, the silicone mask creates a microclimate perfect for moisture. The skin is sealed so that no air can get underneath the silicone mask, so moisture is drawn to the surface of the skin, plumping wrinkles and fine lines. Along with bringing moisture to the surface of the skin, the silicone mask helps to increase blood flow and stimulate collagen production and skin elasticity. Silicone masks are re-usable, making them an extremely affordable add-on to any treatment, and an easy-sell when it comes to retailing. Skin therapists are embracing the simple technology behind silicone masks due to their accelerated healing ability, and amplification of in-clinic treatment results. Not only are the benefits of using silicone masks alone impressive, but the advantages of prescribing silicone masks as a take home treatment to increase the effectiveness of treatments and reduce the healing time. Recent studies have been conducted where 2 groups underwent skin needling treatments for keloid and hypertrophic scars. In Group A, the entire scar was treated by skin needling, with silicone applied to half of the scar. In Group B, patients were treated with silicone on the whole scar, with only half of the scar also treated with skin needling. During follow-up visits, clinical photographs, evaluation of the scars’ thickness, skin ultrasound and modified Vancouver Scar Scale were performed. Group A showed showed an average improvement of 68% (P < .01) on the half of the scar with the combination treatment (skin needling plus silicone gel) compared with a 52% improvement on the half of the scar that was treated with only skin needling. Group B showed an average improvement of 63% (P < .01) where the combination
treatment was performed, compared with 47% improvement on the area treated with only the silicone. [September 2016 Advances in Skin & Wound Care 29(9):408-411] Advanced skin treatments such as needling (clinical results above), dermaplaning, plasma fibroblast, HIFU, along with well-loved “traditional” style facial treatments (microdermabrasion, facials, peels), will all benefit from the improved healing power of silicone masks used as an athome treatment. The question of the use of silicone masks in conjunction with injectables is one which often is raised. Once again, the skin health benefits of the use of these popular masks post injectables is to be encouraged given the natural healing abilities. Injectable treatments are utilised by those wanting to improve their lines/wrinkles, therefore it just makes good sense to combine injectables with at-home use of silicone masks. As silicone masks support the body’s ability to naturally hydrate the skin, increase microcirculation and enhance collagen production, they have the innate ability have a cumulative effect (they are re-usable remember), and enhance in-salon treatments – and this is why the aesthetics industry is falling more in love with the use of silicone masks every day. With the widespread knowledge of the multitude of benefits for salon/clinic owners for their customers, their customers results, and their own bottom line, there is no wonder why silicone masks are one of the world’s leading retail products and add-ons in the aesthetics industry today. Nikki Wells is the CEO of diva skincare co who are the exclusive distributors of Goodbye Wrinkles. Formerly the President of the Australasian Spa Association, and Board Director with the Asia Pacific Spa and Wellness Coalition, Nikki has been retained as a consultant by Ritz Carlton Hotels North America, Sandals Resorts worldwide, and is a dedicated mentor to hundreds of spas and salons throughout Australasia. Nikki is a current sitting judge on the ABIA’s, and runs an exclusive business owner’s success group, “Salon Masterminds”. For more information on Goodbye Wrinkles www.goodbyewrinkles.com.au
Private Label Dynamics State of the art manufacturing Australian made products In-house design and printing services Custom formulation
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BEAUTY
UNLEASHING YOUR NATURAL BEAUTY WITH
LASH & BROW LAMINATION 2020 has been a challenging year for many in the beauty industry due to the global circumstances, but despite the challenges one service has boomed and continues to be in high demand, the art of lash and brow lift. Elleebana has been the industry benchmark for the last decade when it comes to Lash Lift education and product innovation. The world famous Elleebana Lash Lift system is available with head distributors in over 60 countries around the globe.
Elleebana is a multi award winning brand for its education and product innovation, always pushing the limits of setting the benchmark and industry standard high. To be the best at your craft requires extensive and in-depth education to ensure you have all the knowledge to master the skills and lift your career to new heights. The release of the Elleebana and Elleeplex Education curriculum in 2020 is the most comprehensive Lash Lift education program available in the world today. The online curriculum comes with a 71 page manual and encompasses core units that has 71 break out units throughout the program covering, comprehensive product theory, the functions of formulas and cosmetic chemistry behind each ingredient, eye anatomy, hair structure, health, safety and sanitation, technician health and body placement, how to analyse lashes and understand structure, application mastery of the treatment process, comprehensive colouring and tinting techniques and how to combine tint with setting lotions, incorporating “Next Gen” Re-Gen, advanced tips and tricks for troubleshooting, relaxing top and lower lashes and if that is not enough there is bonus units covering marketing mastery, how to take award winning photos for social media and a special bonus unit on “How to Win Lash Lift Competitions”. The other fundamental part of this online curriculum is you have two mandatory facetime sessions with your Elleebana educator to complete the examination and assessment process. Elleebana believes in the importance 42
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of making the online learning experience as in person as possible and having the real time interaction with your educator to ensure you understand the procedure and have confidence in offering the service is fundamental to having successful learning outcomes. Lash & brow services have proven to be more important than ever for the beauty regime of women since the pandemic hit, now more than ever people need to feel beautiful and experience the power beauty has to lift your spirits to a higher place when everything around seems challenging. Lash Lift has grown in popularity in particular due to the speed of the service this is both convenient for the therapist and client alike. A full treatment with the Elleebana system is approx. 30 mins which means less time spent in the salon for the client and more clients in the door for the salon owner and for a treatment that lasts generally up to 6 weeks or even longer this is great value for everyone all round. More and more eyelash extensions brands and extensions technicians are introducing the Lash Lift to their menus due to the popularity of the service, the speed in what you can do the service and it is also not as back breaking for the technician in general. Performing eyelash extensions all day can take a heavy toll on your body, Lash Lift allows the technician to have more breaks throughout the day and have less strain on the wrist due to the different application process and techniques required to perform the service. It is also relatively low maintenance compared to eyelash extensions, one of the main advantages is infills are not required and Lash Lift allows for excellent retail opportunities. Elleebana has a support range of home care
products such as Elleevate Lash Lift Mascara which is keratin and amino acid based, it thickens, strengthens and keeps lashes healthy which is the utmost importance when performing these services. Clients having healthy beautiful lashes is the core focus and development of the Elleebana and Elleeplex Profusion Lash Lift and Lamination systems, you can follow Elleebana’s innovation around the world on Instagram @elleebana and get a daily dose of inspiration on how to unleash your natural beauty with lash and brow lamination. Otto Mitter is a qualified Cosmetic Chemist, Make Up Artist, and multi award winning educator and assessor in the Beauty Industry and multi certified eyelash extensions educator, competition judge, Lash Masters Alumni and Managing Director of Ex-Import Pty Ltd. www.elleebana.com Otto Mitter
In 2020 Elleebana released the highly anticipated - Elleeplex Profusion Lash and Brow Lamination system, which has changed the lash game receiving rave reviews around the world. This innovative lifting system is compatible for both lashes and brows and contains no thioglycolate offering a more neutral pH which allows for optimal lash health and minimises the chance of over processing lashes or brows during the treatment process. It incorporates the “Next Gen” Re-Gen system for strengthening and restoration of hairs during the chemical process. The system is truly innovative, simple to use and importantly fast for the therapist and client’s lifestyle with profitability in mind.
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BEAUTY
LOOKING AT UPSKILLING?
HOW TO MAKE ONLINE LEARNING WORK FOR YOU! By Joy Crossingham
I don’t know about you, but I’m kind of a little bit obsessed with upskilling. I have a thirst for knowledge; once I land on a topic, I feel compelled to know everything there is about it, and master the skills completely.
Online courses are certainly an excellent way of learning for those of us who have multiple other commitments which prevent us from attending in-person courses. Lots of them are self-paced, allowing us to spend an hour or two on our learning when we have the time, whether it be early hours of the morning, a lunch-time break or even late at night. We can study in the car, at our dinner tables or from the comfort of our own beds! If you’re a slower learner like me, you can re-watch videos as many times as you like until you fully master your new skills. There are so many different courses available online right now; modern tech allows us access to content created by educators all over the world, on a variety of topics. We can enrol in comprehensive courses that go for several months, or micro-courses that deliver ultraspecific content and skills that we can master over a weekend. However, there is a downside to this – we need to be self-disciplined enough to find (or make!) the time for our learning, which can be difficult when we are spread thin or the unit we are working on is dry or hard to concentrate on. We need to rely on our internal motivation to get the tasks done – and this can be hard! And oftentimes, we don’t realise how difficult it is until we’ve already signed up and begun our training. So how do you know if online learning is right for you?
LEARNING STYLES
Before you start any training, it’s important to have a good idea of the best way that you learn and retain information. The following is a list of the various ways different people prefer to learn new information. · Visual – these students like to watch to learn. Whether it be watching a trainer perform a skill, utilising videos or images to reinforce information, or reading graphs or charts, these students will retain information best when it is presented to them in a visual way. · Auditory – these students like to listen to information to learn. They are the podcast44
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listeners, the students who love to listen to interviews and remember the words to hundreds of songs. · Kinesthetic – students who learn this way are ‘doers’. They will learn best in a handson environment where they get to physically perform the skills they are learning to practise them. · Reading/Writing – students who learn best this way love handouts, reading manuals and instruction sheets, and researching for themselves online. Have a think about which of these apply best to you – you might be a combination of a couple! Learning styles best suited to online learning are auditory and reading/writing, but visual learners can also engage well with online courses that utilise more visual delivery methods such as videos and pictures. A student who primarily learns through kinesthetic methods may find an online course quite challenging.
ASK QUESTIONS
Before you commit to a course, you should research thoroughly and make sure you fully understand all of the requirements. If you can’t find all of the information online, it’s a great idea to get in contact with the training provider to ask some questions! Some great examples are: · What delivery methods are used? E.g: videos, text, Zoom sessions. · What equipment will I need? For example, lighting, a massage table, a tripod for filming videos. · What are the assessment requirements? This is really important – will you need to submit written work, photos or videos, or attend any workshops online or in person? Make sure that you can commit to these! · How long do I have to complete the course? What is your extension policy? · What is the recommended amount of time I need to devote to study each week? Another really important question – if you need to commit 10 hours a week, can you honestly find that time in your schedule? Ok, but Joy… I’ve already purchased my course. Once you’ve started any course, naturally you want to complete it to get the most out of the
financial investment that you’ve made! So what are some strategies to help you get motivated to complete your training?
SCHEDULE THE TIME
This is my number one tip. You schedule appointments, you schedule your clients – so schedule yourself! Block out some time in your week to work on your course, even if it’s only an hour or two at a time where you can fit it in. Time it Right Work out what time of the day you are feeling the most focussed – this is when you will get the most out of your study! If you are alert and ready to go early in the morning, that’s when you should work on your course, rather than waiting until the evening when it might be harder for you to concentrate.
DEDICATE A SPACE
Find a spot where you are comfortable, where you have all of the equipment you need, and where you won’t be interrupted. Set yourself up for success at the very beginning! Have your water, your coffee and your snacks, and put your phone on Airplane Mode to eliminate any distractions.
REWARD YOURSELF
Finally, make sure you reward yourself with some me-time or a treat when you’ve finished your training for the day. This will help give you something to look forward to at the end of a session and keep you focussed! Whether you choose to study in-person or online, I wish you good luck with your training! There is so much knowledge out there to discover and, as Oscar Wilde once said, “You can never be overdressed or overeducated!” www.lashjoyacademy.com
Joy Crossingham
The only problem with this is that between training, working in my salon and managing my businesses, it can be really hard to find the time to attend training courses that run for any longer than a day at the most. I realised that this is probably the case for many people, which is why I created an online version of my Classic Lash Mastery Course, a collection of more than 100 video tutorials delivered over 14 weeks.
Dual Purpose Brow Lamination & Lash Lift
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s w o r B n o p U h s u r B Brow Lamination is changing the game by introducing a safe and painless treatment, resulting in a fuller and fluffier brow style that is very much on trend. RefectoCil Australia is excited to announce a series of online Brow Lamination ‘Look & Learn’ sessions with National Educator, Hayley Sultana. In this class you’ll see the NEW RefectoCil Dual Purpose Lash Lift & Brow Lamination kit in action and learn everything there is to know about styling brows to perfection! Each session has limited availability. Register your interest today at refectocil-australia.com.au/education. +61 2 7200 8452 | sales@refectocil-australia.com.au
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NAILS
OFFERING A TOP-NOTCH SERVICE By Lauren Burton
Offering a top-notch service now days is not just offering a good nail or beauty service, but an experience from start to finish. But in fairness, this applies to any business that has customer interaction. But when it comes to nails and beauty, you must have a stand-out service and provide good treatments and results to keep your clients returning.
This service should start as soon as that client walks in the door. Clients should be made to feel welcomed as soon as they enter your business premise; you are hosting them after all, so you are playing host. Saying hello, within 60 seconds of them walking in is crucial; it makes them feel acknowledged and important. No negative comments about the staff or the business should ever be discussed with clients or even within earshot of clients if you work in a salon with several others. EVER. The type of music you play in your salon environment is also essential no one wants to be bombarded with foul language as soon as they walk through the door. I ask you to think of yourself as a customer walking into a salon; how would you want to be treated? How do you want to feel when you go for treatments? You wouldn’t want to be stood there, and no one acknowledges you; you want to feel special and relaxed. Even the smallest of things can leave a negative impact. That lack of service can determine whether a client returns to you or doesn’t. Ask questions about how their day is, if they have much else planned, weekends, Netflix, about them in general; yes, it’s small talk and stuff you will probably say 50 times a day. Still, it will help you build a rapport with your client. It is also crucial to read body language and listen to responses. Some clients do not want to talk; they 46
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want some quiet time. If someone is providing short answers to questions, I will stop talking to them. But let them know I am happy to chat if they wish. On the flip side, when I am with regular longstanding clients, I often feel like a nail technician is not my only profession; I feel like I have many occupations rolled into one (I am sure many of you feel the same). The critical job here being a technician or therapist. We are, after all, the architects of nails, brows, lashes and cosmetic injectables etc. Still, more often than not, a councillor as well, a confidant for our clients to confide in, whilst this is important, as this is how you build a rapport with clients by talking to them and getting to know them, and when this happens, it means they are comfortable with you, to discuss these things. We must also be careful not to cross the line with them, listen to your client, sympathise, encourage them, make them feel listened to and important, but avoid having too much of an opinion, but more important than anything, avoid un-loading them with your problems; this treatment time is for them, they are paying you to be pampered and feel special, anything going on in your personal life should be left at the entrance of the salon before you enter and start your job. We are the professional in this situation. Think of how you would feel if you were the client and the person providing you with a service that you were paying for did nothing but
moan about their problems and was not listening to you; you wouldn’t want to go back. Sample nail colours on your client before applying entirely to make sure they are happy with their choice, they may like the shade on a swatch stick, but it can look completely different due to skin tone once it is on. I sometimes have clients who will choose colours that I know will not suit their skin tone and will hate once it is on, so again I will let them try it on; the majority of the time, they will not like it, and it saves you being blamed for their wrong choice, but you are going that extra mile for them. One of the biggest faux pas I see is not providing aftercare or explaining what we are doing and why. I am not saying give clients a full running commentary, but by showing and sharing some of your expertise gives your clients a better understanding of why they need to do aftercare, giving them a bit of education and knowledge to take away, will nine times out of 10 results in longer-lasting treatment because they know what they need to do to look after them. Which shows them you care and you know your stuff. Lauren Burton is Master Nail Educator & Head of Education at Hand and Nail Harmony Australia. Visit www.gelish.com.au for more information on nail products and education.
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MAKE UP
w o r B t c e f r e P
CREATING THE
By Charlotte Ravet
My love for makeup came a bit unexpectedly...I was studying history of art in Paris and always had a love for all forms of arts but didn’t know exactly how to express it. I read an article about makeup artists, when I started 15 years ago, we didn’t have social media, makeup artists weren’t as popular as now, but I knew it was for me! Makeup is for me a form of art but also I also love the opportunity it gives me to connect with people and make them feel amazing. It’s a real gift to see a smile on the face after doing makeup! I have learnt a makeup technique which is based on techniques coming from drawing and painting and I have drawn eyebrows on paper and mixed colours for quite a while before ap-plying makeup on the face! The eyebrows are the starting point for establishing the perfect face proportions. In drawing we can create scale and perspective, eyebrows are the drawing scale of the face and placing them at the right angle can make a huge difference!After 8 years in Paris working for lead TV channels and designers brands (Prada, MiuMiu, l’Oreal) I came to Australia to learn English! Since then I have developed my career in education train-ing for brands, academies and I offer my own masterclasses online and across Australia. I am as passionate about educating as creating makeup! Sharing what I have learnt and giving the tools to someone to start a dream career or overcome issues which they are facing with their makeup application is an everyday challenge which I feel honoured to call my job! Before applying any colour to my makeup looks, I will always look for two things: perfect skin and well designed eyebrows. Eyebrows are the essence of a clean and beautiful look but they also have the power to translate our emotions: happy, angry, excited! Depending on our emotions the eyebrows will be more or less arched, close or even uneven! Let’s have a look at how we can create the perfect eyebrow with makeup first. Ideally, the eyebrow should be stronger at the arch, not at the beginning. The colour should intensify slightly to direct the focal point at the arch and then fade to just one last hair. This is why, when I draw the eyebrows, I always start at the arch first, then I fill the gaps and eventually accentuate the length if necessary.
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I never start applying products at the beginning of the eyebrows to avoid giving the impres-sion of an angry look. I like using pencil or eyebrow wax equally ( Garbo&Kelly pencil in sable and Inglot n16 are my favorite). You can then set the eyebrows in place using a gel, a lip balm or create eyebrows soap with a bit of setting spray mixed with Pears glycerin soap. I also prefer to use cool tones to create eyebrows and a shade slightly darker than the actual hair colour. For fair eyebrows a brown with a bit of green undertone is perfect. For a medium brown, I go with a taupe colour. I only choose a color with a bit of red for true red hair. Eyebrows have changed over time. We have seen them undone, thinned, shaved, bleached, fluffed – you get the point! I always look at the proportions of the face and allow the brows to frame the eyes and balance the eye area to the rest of the face, rather than design the brows according to the current trends. Changing the shape of the eyebrows can literally alter the face proportions! I have seen beautifully designed eyebrows that unfortunately did not suit the model’s face shape. A quick recap on the ideal proportions that are essential to understanding why the eyebrows are so important! The ideal face can be split lengthwise in three equal part: -From the hairline to the eyebrows line -From the brow line to the tip of the nose -From the nose to the chin. The “ideal face” is also split widthwise into fifths. The width of the eyes is equal to the dis-tance between the eyes and the distance from the outer corner of the eye to the outer edge of the ear. I was taught makeup in Paris with techniques inspired by Michelle Deruelle, celebrity
makeup artist from the 60’s and also founder of the brand Maqpro. The study of drawing and painting techniques gave me a deep understanding of face proportions and I have since developed my own techniques. When contouring we aim to give the illusion of the ideal proportion but you will see that the eyebrow is also extremely important. When I create contour and apply eyeshadows, I also try to create parallel directions to the eyebrow line. I have created different illustrations of face shapes we can regularly observe. On the left side you will see the face shape with the original eyebrows and on the right side the eyebrow with the corrected shape.
www.adatewithcharlotte.com @charlotteravetmakeup for more makeup education, tips & tricks.
FIGURE 1:
This face shape is an oval face shape considered as the ideal face shape and as equal pro-portions. It doesn’t need specific correction and would suit any shape of eyebrows.
Before
After
FIGURE 2:
This face shape has more width than length, the idea is to push the arch of the eyebrow to accentuate the impression of length. The eyebrows should be thin to avoid adding weight to the face and the arch accentuated to draw the eyes to the upper part of the face.
Before
After FIGURE 3:
This face shape presents prominent cheekbones. To balance the cheekbones I would keep the eyebrows full and brushed up for a fashionable vibe. I will also accentuate the arch and keep the angle open toward the outside of the face to soften the look.
Before
After
FIGURE 4:
This face shape has a shorter forehead and a bit of heaviness towards the bottom half of the face. The eyebrows should remain thin and slightly arched, the idea is to open the eyes to the outer corner of the eyes without making the forehead even shorter. A fringe would perfectly complement this look.
Before
After FIGURE 5:
On this face shape the forehead is the larger part and the jawline slightly square. I would suggest pushing up the arch of the eyebrow to give the impression of a smaller forehead and create some angles with the arch to bring some sophistication and femininity to these fea-tures.
FIGURE 6:
This face shape is oblong with the middle section longer than the two others which is pretty common. I would try to keep the focus to the lower part of the face and give a flat direction to the eyebrow line to give the impression of width to the face. Focus the eye makeup on the lower eyelid and avoid wing liner and sharp eyeshadows application.
Try to keep the same direction when applying your blush and eyeshadows. This will give a bit more balance to the face features. Remember each person is unique and there is not only one ideal but finding the right eyebrow shape for your features definitely helps creating so-phistication and balance in your looks! Beauty Biz Year 14 Issue 2
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Beauty SHOP DMK BRITE EYES MOTHER’S DAY GIFT SET DMK’s signature pack is the perfect gift this Mother’s Day to spoil your mum and save money! The Brite Eyes pack consists of DMK’s two signature serums, as well as DMK’s Eye Tone Creme for revising dark circles, puffy eyes, and fine lines. The pack includes: Our vitamin C serum to revise wrinkles and fine lines working towards a brighter skin tone and firmer texture. FREE Eye creme to target dark circles, fine lines, red, puffy and sapless bags, and our hero transepidermal serum packed with potent betaglucan plus vitamins B and C for maximum performance in anti-ageing. www.dmkskin.com.au
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DERMALOGICA POWERBRIGHT DARK SPOT SERUM Recovery Night Complex is formulated to help relieve and restore Conventional solutions for hyperpigmentation aren’t doing skin any favors, either: we’re forced to choose between addressing dark spots with harsh chemicals, or continuing to cover them up on a daily basis. Dermalogica’s PowerBright Dark Spot Serum changes that. Formulated with high-tech ingredients that start working fast, it visibly fades dark spots in just a few days – and keeps work- ing over time to deliver smooth, more even-toned skin. Restore your natural, glowing skin, and see yourself – without dark spots. www.dermalogica.com.au
THE ELEMENT BY MESOESTETIC The Element is a very special limited edition global anti-ageing cream that comes with a unique jewelled bracelet, beautifully gift boxed, making it the ideal gift for Mother’s Day. Formulated to help prevent and correct the key signs of skin ageing, the element uses next-generation technology, inspired by skin microbiome science, and encompasses three unique complexes which all work synergistically to help strengthen the skins own defence system, smoothing wrinkles and providing an anti-pollution action. www.advancedcosmeceuticals.com.au
MEDIK8 SLEEP GLYCOLIC Sleep Glycolic is a time release AHA overnight at-home peel that will help transform skin overnight. Formulated with 10% true glycolic acid, this next generation at-home peel delivers unparallelled resurfacing results while you sleep, all with zero downtime and no irritation. Used two to three times a week, Sleep Glycolic™ deeply refines skin overnight, sloughing away dead skin cells for instant brightening, smoothing and decongesting results the morning after. Sleep Glycolic™ is ideal for those who are new to chemical peeling and is also a brilliant way to top up the results of professional peels in between sessions. www.advancedcosmeceuticals.com.au
ULTRADERM MOTHER’S DAY SET From inception in 2009, Ultraderm’s innovative approach and superior ingredients have proven to be the perfect solution for healthy, youthful looking skin. Beautifully presented, and a gorgeous treat for Mum, the Ultraderm Mum’s Essentials Kit includes the #1 selling Skin Renew Night Repair, Active Hand Treatment Lotion, Skin Recovery Mask.. www.ultraderm.com.au
CALECIM® PROFESSIONAL RECOVERY NIGHT COMPLEX Recovery Night Complex is formulated to help relieve and restore skin in distress from in clinic procedures, extreme conditions and severe dryness. Ideal for post-procedure care, Recovery Night Complex can be applied daily or as often as required post-treatment for enhanced healing. It provides cool, comforting relief in a gel application that glides on skin, coating it with a thin layer of skin-restoring stem cell proteins and providing it with non-stop hydration throughout the night. What’s more, it contains cooling, calming and hydrating factors such as aloe vera, niacinamide, and calocinin, making it an ideal at home-skin booster. www.advancedcosmeceuticals.com.au
DERMALOGICA MELTING MOISTURE MASK Millions of people worldwide have dry skin, which can trigger chronic discomfort, flaking, itching, and sensitivity. At the root of these issues is a compromised skin moisture barrier, which lets water escape, causing intense dryness and a loss of skin’s natural glow. Melting Moisture Masque helps restore dry skin’s moisture barrier and protect skin from the elements. This unique shape-shifting formula nourishes away dry cracks and dullness, and restores skin’s smooth, dewy appearance with intense, lasting hydration. www.dermalogica.com.au E.S.K REVERSE C SERUM A powerful antioxidant, E.S.K Reverse C Serum contains 10% L-Ascorbic Acid & 1% Tocopherol to combat oxidative stress caused by exposure to UV radiation. Housed in an airless pump bottle, this creamy emulsion is suited to normal and dry skin types. It repairs cellular damage, stimulates collagen production, smooths fine lines and wrinkles, and de-pigments melanin clusters. Formulated with a pH of less than 3.5, it is optimised for both skin penetration & ingredient stability. www.eskcare.com
JANE IREDALE BEYOND MATTE LIP FIXATION LIP STAIN SET A value set of best-selling shades of our rich, long-wearing Beyond Matte Lip Fixation Lip Stains. Formulated with plant-based oils that condition and protect for a chic, beyond matte look and powerful payoff. This limited edition set includes the shades Fascination, Blissed-Out and Obsession. www.janeiredale.com.au
“HOME TO THE BEST PROFESSIONAL BEAUTY PRODUCTS!” EVERY WAXING NEED MET SPEED SERVICE
Conveniently sized for speedy service. Xanitalia Stripless Wax Galets are wax discs which melt and cool quickly. Great for wax heater top-ups. Available in 6 varieties.
POST-WAX AFTERCARE
Soothe, reduce redness and prevent ingrown hairs. Xanitalia Post-Wax Aloe Vera Lotion and Oil calm tender skin after waxing treatments.
ITALY’S FINEST SOFT WAX
Made in Italy, Xanitalia Soft Wax 1L spreads easily for a superior waxing experience. Smoothest wax ever with Xanitalia Soft Waxes in Olive Oil, Blue Shine Azure and Star White.
SUPERIOR, STRIPLESS ITALIAN WAX
Easy, efficient wax with greater hygiene. Xanitalia Pelables Stripless Wax is segmented into small pieces for fast wax heater top-up. Available in 5 varieties.
WAX HEATERS WHICH DO IT ALL
From classic to super compact or express, BeautyPRO has a wax heater to fulfil every need. Customise your waxing services while maximising bench space with the wax heater experts.
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All the waxing accessories you need to customise your waxing service. BeautyPRO waxing accessories include wax strips, spatulas, roll paper and much, much more. FOR MORE INFORMATION: CALL DATELINE IMPORTS P/L ON (02) 9666 3611 OR VISIT DATELINECITY.COM
BLOG spot IN MEMORY OF ROCCO
By Will Fennell
According to the Humane Society International, more than 500,000 animals suffer and die for cosmetics testing every single year. Animal testing by cosmetic companies still widely happens today. Are you shocked? Do you promote products that say, “We don’t test on animals”? This statement may technically be true, yet sadly misleading. Many companies don’t themselves test on animals but use ingredients in their products from other manufacturers that do test on animals. Yes, I smell a rat (and probably one being forced to wear mascara)! There are thirteen types of testing performed in the cosmetics industry, which historically have involved the use of animals. These comprise tests for eye and skin irritation, skin penetration, skin sensitisation, photo toxicity and photosensitisation, mutagenicity, acute and chronic toxicity, carcinogenicity, reproductive toxicity, teratogenicity and finished product safety evaluation. Measures are being taken to develop and validate alternative methods to animal testing for cosmetics. These are supported to a greater or lesser extent by national governments, the cosmetics industry, the scientific community and animal rights groups. Despite this formidable consortium progress against animal testing remains slow. It is up to you to make sure that the products you use and promote are totally cruelty free. The website www.choosecrueltyfree.org. au provides an extensive list of those product companies. Go check it out! Often ignorance of the facts becomes our excuse, “How could I
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make a difference?” But it really is simple. If each of us switched just one of our daily cosmetics a year to an animal/environmentally friendly alternative, in a decade the entire industry would have to remodel itself. We as consumers really have that power! It all starts with you! I am so very proud that BCG the company that I work for in Germany which produce Biodroga said NO to animal testing of any type a very long time ago. We as a company proudly only ever test on humans (I can vouch for this one)! Sometimes we forget the power we have over our clients. They look up to us, they listen to what we have to say. I know if I say Kylie’s latest album rocks you can guarantee they will be blaring it in the car on the way home. So, educate your clients and make the change today. Do it for yourself and do it for the millions of animals that don’t have a voice. Or at least do it for the memory of my bunny, Rocco, whom no matter how much I encouraged him, refused to wear even a touch of glitter eyeshadow! Will Fennell is an International Trainer for BIODROGA @leskinbar_bywillfennell @biodroga_aus www.biodroga.com.au
EE CREAM EE SPF CREAM 50 EVEN SPF 50 EFFECT EVEN EFFECT
COVERS & PROTECTS SKIN IMPERFECTIONS + MAXIMUM UV-PROTECTION + HIGH COVERAGE + MATTIFYING EFFECT + MINIMIZATION OF WRINKLES + OPTIMIZATION OF THE SKIN TEXTURE
COVERS & PROTECTS PROTECTSSKIN SKINIMPERFECTIONS IMPERFECTIONS COVERS &
+ MATTIFYING ++ MAXIMUM UV-PROTECTION++HIGH HIGHCOVERAGE COVERAGE EFFECT + MATTIFYING MAXIMUM UV-PROTECTION EFFECT ++ MINIMIZATION OFWRINKLES WRINKLES+ +OPTIMIZATION OPTIMIZATION THE SKIN TEXTURE MINIMIZATION OF OFOF THE SKIN TEXTURE
BLOG spot ADJUSTING TO THE ‘TIMES’
By Lisa Conway, The Zing Project
Often when I feel like I’d LOVE an appointment in a beauty salon it’s closed for me. I would love it if beauty clinics were available to me late Saturday or very early on a Sunday Morning and yes, I’d pay a premium for the privilege. Mid weekend is when I’d love to be in a salon getting a serious pampering or some heavy-duty beauty. I wonder if I am the only one. You see, I am your target audience. I know I can better myself with your services, I have a healthy discretionary spend and I appreciate and hold great skin in high regard. In 2020 the world changed forever, people were forced to think differently and although many industries and businesses struggled with that, some absolutely thrived. I truly think we are now well and truly appreciated. As a business mentor and coach in your space I was privileged to witness pure joy and dedication some business owners had shown toward their clients and their clients toward them. Some clients offering to pay a year in advance for their beauty treatment’s so as to support the business they had come to know and love. Salon owners driving door to door delivering products, so their clients didn’t go without. If you think you can’t, or you think you can you are correct. What you think is true. The standard 9am to 5 pm with two late nights model is gone, it’s a thing of the past don’t believe me? … ask your audience. What the likelihood of your clients adapting to completely different business hours? I believe there is a premium market for Saturday evenings and an early Sunday mornings trade. I’m thinking Pre wedding parties, quality mother and daughter time, people who work together all week and Mums who know their partner can have the kids in the park for a couple of hours. I think the world is waking up to the facts around self-love and what better way is there to show yourself some love than quality time in a beauty salon Just know that every salon demographic is different and so you will need to do proper research and test the market. Remember to drive your message of a change for the better loud and clear or it simply won’t work. People respond to the way we train them to behave. We changed a Tuesday 9 till 5 to a Tuesday 12 till 9 and it fast became our best days trade every week. It set the teams morale up for a great week, every week, but we had that conversation a thousand times over and sold the idea over and over again. Nothing in business is passive. That particular salon had a high population of families and it was a night that both parents were usually home so one could sneak off to my salon. Being the start of the week no one is tired as they often are on a Friday evening or they last minute cancel because they get a better social offer. 56
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I don’t see another opportunity like this any time soon, so maybe cash in on the changing times and rethink your hours of trade. The good and the bad news here is your ability to attract or repel a quality team member is just a reflection of your leadership skills. Work harder on yourself than on anyone else. Be a better boss because it all starts and ends with you. You can make the changes you need, I did and so can you. Let’s do a little housekeeping and do some critical thinking around these points, maybe mark yourself out of ten for each one. 1. Be honest with yourself around your efforts to advertise. How frequently? how many platforms? Are you using all of your recourses and resourcefulness? What structures do you have for your interview and on boarding process, how well do you nurture candidates? 2. Your industry and community reputation. Is it public knowledge? Do you exist? How do you contribute? Are you taking and giving in equal proportion? 3. Your team communication channels. Are they a clear consistent path of 51-49% in the team’s favour. You might listen but do you hear what they are saying? 4. Courageous conversations. Say what you mean, mean what you say and never ever be mean when you say it? When was the last time you reviewed the hours you trade, if you can’t remember it’s been too long. I think now, more than ever there has been a global shift in the time we spend going to and from work. It was not that long ago that the ideal client to get into your beauty business was a medical professional. Most hospital teams are on shift so they could easily fill an appointment midweek. I think the pandemic has showcased that productivity can be even greater from home and that takes me to my point. Do the hours you trade suit your client’s demographic? The answer is actually much easier to find out than you think. If that is something you would find value in and would like some help with reach out. For more salon wisdom, email me at lisa@zingcoach.com. au, visit my website, find my video tips on YouTube or read my latest book Your Salon Retail: the no-nonsense, no-hype guide to kick-arse retail in your salon business. www.thezingproject.com.au
BLOG spot CHOOSE TO CHALLENGE!
By Julie Cross
As we move into March the focus is on International Women’s Day, so I thought that would be a great topic for this blog. And the theme for IWD 2021 is #choosetochallenge and I just love that.
A quote directly from the IWD webpage… “A challenged world is an alert world. Individually, we’re all responsible for our own thoughts and actions - all day, every day”. Oh and isn’t this truth! Because you see if we are all to keep growing… wether that be personally, professionally, as individuals, as a family, as a business, as a team, as a society and as a country, then we will have to continue to reflect, challenge, change and grow. I constantly get surprised by how often people resist growth. You hear them say things like, “Well that is the way we have always done it!” or “That would never have happened in my day!” No flexibility in thinking, no allowing themselves to see that doing, saying or thinking something differently doesn’t make your whole life or you ‘bad’… it is just acknowledgement that when we know better, we can do better. Now I am not saying all change works or turns out for the best… I mean look how we have gone from paper bags to plastic bags and back to paper bags… the same with straws! However when it comes to the way we treat each other… that human-to-human space… well progress had to be made and we still have a way to go. It takes courage to do and say things differently and it certainly takes courage to challenge somebody else in the way they think and what they say, but without making the choice to challenge, conversations are not had and progress is not made. When we hear somebody speak in a derogatory fashion and a less than inclusive way about an individual, well right there is the opportunity to choose to challenge. Some of our language is habitual and routine and until it is challenged change doesn’t happen. There are all so times that the change needs to be made in not just what we say, but in how we ‘see’ and ‘do’ things. These couple of stories demonstrate how we can get caught up on ‘the way we have always done things’ or ‘I know what I am doing here’. A lady was cooking a roast ham and her husband noticed that she cut the end off the ham before she put it into the pan… he asked he why she did that and she said, “Well that is the way my mother always did it.” So, he asked her mother the same
question and her answer was the same, “It is just how my mother did it.” So finally he went to the Grandma and asked her why she did it like that and she replied, “Oh I just used to cut the end off because the pan I used was to small and we couldn’t afford a bigger one!” Doing things just because they have always been done that way doesn’t make it right, sometimes we need the ‘courage to challenge’. Then there is the story about the man in a flood… the flood had come quickly and he was stranded on the roof of his house. A rescue boat came along and they offered to save him, but he replied, “No, it is OK, God will save me!” And then a helicopter came along and offered to winch him up, but the answer was the same, “No, God will save me!” Well, then he drowned and upon meeting God, he asked why he wasn’t saved and God replied, “I sent the boat, I sent the helicopter… what do you want from me?!” So again, the lesson is don’t become so attached to how you think life should be showing up for you that you miss all the opportunities along the way, have the courage to challenge your old ways of thinking, living and believing and you may just discover some magic and some amazing opportunities. So this theme, ‘choose to challenge’, this great IWD message can affect many areas of your personal and professional life, should you choose to embrace it. You could start challenging the way you have always done business, they way you have always greeted your clients, or the way you do your treatments. You can choose to challenge your language, your conversations and the way you interact. It takes great personal responsibility and self-leadership to consciously own our behaviour, our language and our responses to those around us. But when we do that, with it also comes great power. To know for sure that you can make these choices and that these choices will have a direct impact on, not only your life, but on those in your circle of influence… well that is a pretty powerful space to be in! And from challenge comes change, and then growth, so let’s all choose to challenge. Beauty Biz Year 14 Issue 2
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BLOG spot SUSTAINABILITY ON POINT By Paul Frasca
Planet beauty is an exciting habitat. There’s almost nothing you can’t have massaged, tweezered, tanned, waxed, lasered and – today’s topic – injected to enhance the natural you. I’m still relatively new to the wonderful world of beauty, but for a tech geek like me, it’s actually really exciting to see how innovation is propelling this industry into a very sustainable, progressive future. Ironically though, while we’re working harder than ever to defy the human aging process, we’ve left Mama Earth - the very thing that we need the most to sustain a long lifespan – at death’s door. Bit silly, right? That’s why Sustainable Salons has been working with a number of beauty salons, dermal and cosmetics clinics for a little while now in an effort to learn more about how to improve the sustainability of this awesome industry. We’ve found that there are two elements at play here; the first are the ‘usual’ salon materials, which we’ve got covered by successfully recycling and repurposing metals, paper, plastics, razors, tools and chemicals. Tick! The second issue is that there are even more products coming out of beauty salons that can’t yet be recycled, repurposed or reused because they’re either made from mixed materials or they pose a sanitary risk.
Ultimately, when there’s very little information and education provided about the effects of this on the community and the environment, the seriousness is often brushed aside, and the sharps are thrown straight into the rubbish bin… and for me, that’s more than just a little sting.
SO, WHAT’S WRONG WITH THAT?
Having sharps in the domestic waste stream puts people in harm’s way, including cleaners, waste collectors, waste processors and even bystanders. Also, when needles end up in landfill, they take hundreds of years to break down, not to mention the biohazard hasn’t been eliminated before dumping them in the Earth! Instead, according to Australian and New Zealand standards, they should be incinerated at specialist facilities.
From our research, it seems that sharps are the pointy-headed elephant in the room right now. Hygiene requirements and best business practices make these little suckers unavoidable for most beauty salons, but the fact that these are often only used for a few minutes (or even seconds sometimes!) before they’re thrown away makes this issue urgent in our eyes. And that’s why we’re beginning on the journey to do something about it.
CAN SHARPS BE RECYCLED?
Handling and disposing of sharps after use is serious business, so we’re currently in research and development on a comprehensive solution that we hope will make the disposal of sharps safe for those handling them, while slowing down the aging process for Mama Earth, too.
At Sustainable Salons, we’re in a unique position to begin researching a solution for our members that supports their willingness to put their hand up and take responsibility for this waste item.
WHAT IS CLASSIFIED AS ‘SHARPS’?
Sharps include any object that is used to puncture or cut the skin. Most commonly these are needles and syringes, but can also include scalpels, blades, and even razors for cutting hair. As they can easily cut or poke skin, they can transmit blood-borne diseases and are considered a biohazardous waste.
WHAT’S REALLY HAPPENING NOW?
According to our research, the average sharps-using business (e.g. a cosmetics clinic) fills a 2-litre sharps container every fortnight. Yikes! And after surveying a number of businesses using sharps regularly, we discovered there are a few main reasons preventing them from being disposed of properly.
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In Canberra, for example, a business must drop off their sharps to a facility themselves – there is no collection service available (hardly an incentive to do the right thing!). In other areas, the service is expensive, which makes it tough for small businesses to accommodate. And ultimately, sharps disposal is not regulated, and so individual businesses are left to decide how much responsibility they want to take for this serious waste item.
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Unfortunately, no. Due to the biological contamination, sharps can’t be recycled. Plus, most sharps products are made of a combination of metals and plastics that can’t be easily separated – another reason that makes them tricky to recycle.
WHAT’S THE SOLUTION?
At the moment, we’re looking into how to supply our salon members with a specialised SHARPS container, the necessary education to go with it, a safe and effective collection process, the best equipment for our depot handlers and a local, recognised specialist treatment plant that would neutralise the biohazard and incinerate the sharp. We’ve only just begun and we have a number of logistical and critical safety wrinkles to smooth out before we can pilot this process, and eventually release it across our entire membership. But, we’re passionate about giving Mama Earth a real shot. Keen to join the movement? Find out more at www.sustainablesalons.org!
BLOG spot BUSINESS ISN’T MEANT TO HURT By Elle Wilson
As I began to see that my business wasn’t the cause of anything, but at the effect of my way of being, I felt freer. I began to see that I was not a “victim of my business”. Phew! Rather, my business was a projection of my inner state of being and I had all the power to make it what I wanted it to be. I know it sounds like just a little too much responsibility, but honestly, freedom isn’t for the faint of heart. It is for those of us that will stop at nothing to undo the deception that we are powerless and at the effect of this world or the effect of whatever is happening within it. Empowerment has nothing to do with what is happening in your business. It has, as I discovered, eve-rything to do with our internal wants and needs and our own self-oriented timelines for when things ‘should’ be happening. If you resonate with any of this, you are so ready to step into your healing journey; healing from the ‘shoulds’ (the false ideas and beliefs you hold in relation to your business). You’re ready, lady! As a business owner, what I discovered is that deep within we are saying yes to more; more oppor-tunity to evolve and grow. We may not consciously be aware of this, but despite that, deep within we know. If we stagnate so will our business. Your growth, your evolution is what business is truly about. It’s all about YOU! Why do I say over and over again… “You are the most significant asset of your business. Without you, there is no business.” Therefore, HOW you think, how you deal with your thoughts, how you make decisions, matters. Let me tell you a little secret… Burnout is caused by making things matter that absolutely don’t matter. When your business is tied in with false beliefs, you will be leaking precious energy and feeling more and more stressed and depleted. I began to see the perspectives I held, the false ideas I perpetuated and how they were the cause of my pain and my dissatisfaction with my business. Sure, it was uncomfortable at first to open my eyes to this idea that it was ME manifesting all this upset and hurt. My business was innocent. It took a long time to embrace the freedom I was finally able to see at the end of this painful tunnel. The light was shining so brightly, I could almost touch it. Business, just like life, is a never-ending adventure filled with joy and exhilaration. Your business doesn’t have the power to exhaust you; you do all of that. Let me add, not with bad intentions, but simply because you don’t know any other way… YET! I accepted the following not as an idea, but absolute truth… ‘My business is innocent, wow!”
It occurred to me that I had all the power. Afterall, who was running this show? I had the power to re-orient myself, my thinking, my feeling and I could choose to BE the change I was desiring. First, I had to accept everything I had manifested to this point. I was the creator of it. So, what is the first step? To LIKE the fact that your manifestations are in your hands. Maybe you can’t control which team member leaves and when, but your response to that is ALL you and how you move in that is ALL your choice and how you FEEL about that… you guessed it, ALL you. You can respond or react. The difference between response and reaction and how one truly destroys relationships, productivity, joy and the other is the magic that holds all things together and creates beauty even in the face of ad-versity, is mind blowing at first. When I began, I saw that when I reacted, I was often acting out of my stories and my emotions. I said and felt things I often wish I hadn’t. When I took a moment and allowed myself to respond to any giv-en situation, I felt the earth move. The situation opened and I was able to heal relationships in my business, find powerful and productive solutions and people felt safe around me. It was so delightfully magical and I was BEING what was truly the woman that I loved to be. My business became a blessing and it grew and grew and grew… Most importantly, I keep growing with it. Often, when we react we secretly don’t like what and who we are being. We justify our reactionary be-haviour but inwardly, she ain’t the gal we want to be. It lends itself to mental anxiety, emotional dis-tress and often obsessively speaking about challenges and other people that leaves us feeling depleted and distraught… cue the burnout. When you put your head on your pillow at night, a clear conscience will give you a perfect night’s sleep. You will pick up your business in the morning with fresh perspectives and an open heart. Business, just to repeat myself, isn’t meant to hurt. Elle Wilson is the Creator of TrueBrow™ www.truebrow.com Beauty Biz Year 14 Issue 2
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MARKETING
WHY YOU SHOULDN’T HAVE ALL YOUR EGGS IN THE SOCIAL MEDIA MARKETING BASKET By Rachel Medlock
If you’re one of the 18 million Australian’s that use social media every single day, chances are you saw what February brought to our newsfeeds. Waking up to the news (how ironic) that media outlets such as the ABC, The Daily Mail and even Mamamia, would no longer have access to our newsfeeds was quite the move from Facebook! Since then, we’ve welcomed these media giants back to our pages but what it left us with was a serious lesson in not having all of our eggs in the social media basket. It reminded us that we don’t own social media but rather have the privilege of sharing our personal and professional lives on these worldwide platforms. With a lack of ownership comes the ability to lose it all in a split second. Without any notice, these tech giants can pull the rug out from underneath us and if it’s the only way you’re marketing your businesses, then you’re in for a real shock to the system! So, do we flip our entire strategy on its head and get off social media? Not exactly. Social media is and will continue to be an absolute powerhouse marketing platform. What we do want to do from hereon, is ensure that social media plays a role in a more diverse marketing strategy that includes both online and offline activities. Not sure where to start? I’ve chosen some of my favourites to get you started. Let’s do this. 60
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GROW YOUR EMAIL MARKETING AUDIENCE
Your email marketing audience is something that you actually own so it’s time to maximise it. If you’re not already attaining email information during your client intake process, this is a great time to change things up. With their permission, you can add your clients to email marketing lists to ensure that they stay up to date with your latest promotions, news and offers. Email marketing is also incredibly affordable with platforms like MailChimp offering zero-cost memberships for audiences with under 2,000 contacts.
IS IT TIME FOR A WEBSITE GLOW UP?
If social media was to disappear tomorrow, where would your dream client go to learn about your business and services? If you haven’t updated how your website looks, operates or sounds, this is a digital marketing power move you should totally make. Now, don’t panic! This doesn’t need to be a complete overhaul of your website. In fact, simple tweaks to a website can significantly improve your customer’s experience.
When tinkering with your website, I recommend prioritising a mobile-friendly layout with strong call to actions. How does your site look on mobile phone or tablet? Remember, our phones are basically mini computers these days so it’s got to look amazing on all platforms. Your website should also have a seamless booking process. Use strong call to action language and buttons to seamlessly take a potential client from an intrigued website visitor to a brand-new person walking through your door. Secondly, I recommend ensuring your hero imagery and logo is the highest quality available. There’s nothing worse than a beautiful website layout, only to see that the hero banner is blurry, or the logo is cut off. This shifts the customer’s perspective of your business. First impressions truly do count. Finally, a game changing improvement to your website is overhauling how it sounds. Whether your business has evolved over the years or you never had a pro write your copy in the first place, the way your website sounds to a potential
customer might be completely different to what you’d intended. Invest in a professional copywriter to review your existing website copy and tweak what needs rewriting or refining. From your treatment menu descriptions to your businesses “why”, every word on your website should have the intention of creating an emotional connection with your dream customer and support getting their offline and in your treatment room.
IT’S TIME TO GET BLOGGING
If you’re not already blogging, this is an incredible space for you to take all the amazing knowledge from inside your brain and start sharing it with your audience. Regular blog posts not only add amazing value to your overall marketing strategy (think email marketing features, seamless social media posts and client education resources) but it will give your website a delicious SEO boost too! Know the phrases your customers are using to find a business like yours and craft value-adding content around it. This is the starting point of some gold stars in Google’s eyes. Engaging, well-written and packed with quality insights about your products and services, blog posts allow you to be consistently adding extra value to your website and also set you up with a tonne of bonus content for your other platforms (and let’s face it, who doesn’t want that).
UP YOUR REVIEW GAME
It’s a no brainer that your clients are searching you up online before they commit to an appointment or purchase. It’s what we do as modern-day consumers! If Facebook or Instagram weren’t around anymore, how would these potential customers find reviews or social proof about your biz? Google. For many of us, we’ve put a lot of time and energy into boosting our Facebook reviews and star-rating but now, I want you to include Google in the mix too. Consider tweaking your review process (likely a text or email) to include a link to both Facebook and Google so all those adoring fans can share their experience with your business on both platforms. For them, it can be as simple as a copy and paste! Building up your Google reviews assists potential clients choose you over competitors. By boosting the overall star-rating, your business is going to be shown at the pointy end of the list as one of the highest rated businesses for their particular search.
To nurture that customer acquisition experience even more, I encourage you to reply to all reviews, both glowing and not so glowing, to humanise your brand and showcase your exceptional customer service. Even those reviews that aren’t the 5-star rating you’d hoped for, responding and showing up tells a potential customer so much more about your business than ignoring it entirely. Whilst you’re upping your review game, take a moment to ensure your entire Google My Business profile is up to date including your address, logo, opening hours and contact number. It’s all in the details.
TAKING THINGS OFFLINE
Don’t forget about the offline world! Customers have the ability to connect with your business at all times, not just when they pick up a phone or laptop. From the moment your customer walks through your door, you have the opportunity to engage them in your referral programs, loyalty offers and get them signing up to your email marketing lists.
Consider where your customer is going when they’re not visiting your business and how they can learn about your services. This could include flyers or brochures at your local gym, a special offer for bootcamp members, a flyer on your local day-care news board or even a special skin treatment offers for clients of a local hairstylist (and vice versa). Whilst many of our clients will search for us before they book us, there’s nothing like speeding up that process with valueadding information that they can physically touch and read. Tech giants will forever keep us on our toes and it’s up to us to ensure that when they flick those switches, our marketing strategy doesn’t come crashing down. Embrace your social media audience, keep producing incredible content but make sure that once they log out, they can still engage with your brand. Rachel Medlock is the founder and creative director at ‘do you even social?’ A creative digital agency with a twist. Learn more about Rachel and her digital fairy godmother skills at www.doyouevensocial.com
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MAKE YOUR BRAND ACCESSIBLE By Sarah Garner
Accessibility means to ensure that your brand is available and enjoyable to all its audience, including those who have disabilities. This can include potential customers who are visually impaired, hearing impaired, or with physical or psychological disabilities. The key to crafting an accessible brand is making inclusive design choices. From the formatting of your website to the colours you choose in your branding, there are details we can all enhance to ensure our brand experience is enjoyed by all. Let’s jump into some inclusive brand practices that you can implement today to embrace inclusivity.
TEXT SIZE AND FORMATTING
The most seamless way to make your brand more accessible is to address the text size you use throughout your branding touchpoints. Adjusting your text size to 16 pixels significantly improves the user experience for the elderly and visually impaired. Pairing your increased font size with solid sentence structure, such as headings, improves the reader experience for the visually impaired and allows them to embrace your brand messages more clearly and effectively.
FONT CHOICE
Too often, brands mistakenly choose fonts that are difficult to read. Sure, they might look amazing on your large printed poster but when it comes to website headings, the font has really missed the mark. When selecting fonts for your brand, it should always come back to whether it enables your audience to easily articulate your key messages. Remember, some of the world’s most successful brands don’t have complicated fonts! Letter spacing, the spacing between each word, font size, text colour and background can all impact on an individual’s readability and reading speed. Fonts with tails and unique features such as Times New Roman and Georgia are examples of how font intricacies can make text appear more crowded and as a result, more difficult to those with dyslexia. Simple serif fonts like Arial, Verdana or Calibri are known to offer easier articulation and as a result, be dyslexia friendly.
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COLOUR CONTRAST
You already know the importance of choosing the right colours for your brand. Each with a unique meaning and association, colour has the power to influence the tone and message of your brand instantly, especially for those needing additional support. When ensuring your brand colours are accessible, it’s important to have enough colour contrast between text colours and background colours. For example, it’s much easier to read white text on a black background versus light grey text on a light purple background. If you’re not sure whether your colour combinations are hitting the mark, Vision Australia has created a free colour contrast tool to assist brands in making inclusive colour choices.
USE ALT TEXT
Alt text, also known as alternative text, is a written description of an image. Able to be added to a multitude of branding touchpoints, such as documents, websites, social media and infographics, alt text allows the visually impaired to enjoy your content. How? Through screenreaders. Many blind and visually impaired individuals will use screen-reading apps to have online content read out to them. By having alt text available, they’re able to enjoy information such as lessons taught via an infographic or descriptions of images shared on social media. For the hearing impaired, subtitles ensure that your video content is accessible and enjoyed by all. Websites such as iMovie and Premiere
Pro allow you to manually type your subtitles or alternatively, websites like VEED have the ability to automatically transcribe your video and add subtitles. When adding alt text to your visual elements, you’ll soon notice whether there is an imbalance of text and visual content. If your touchpoint is all imagery and little text, it makes it difficult to navigate for a visually impaired individual whereas a balance of both would allow their screen-reader to follow along more seamlessly. Small changes can make a significant impact to an individual’s experience with your brand. With one in five Australian’s living with a disability*, let’s play our role in making their engagement with brands a memorable one. Sarah Garner is the Founder and Creative Director of Digital Bloom, an industryspecific branding studio dedicated to helping your evolving hair, beauty or wellness biz turn heads for all the right reasons. Visit Digital Bloom’s website (www. digitalbloom.com.au) or connect with them on IG @digital_bloom *https://www.and.org.au/pages/what-is-adisability.html
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PROFIT AND PURPOSE By Gry Tomte
Recently I hired a new manager. In the process of finding this new leader in my business who would fit in with our culture, my view of leadership and approach to mindful communication with the team - I learnt some astounding things. This was probably the most intriguing thing I found out; When interviewing for the role in other businesses, often the first question was not “hello, how was your day” but rather: “How will you get the team to reach their KPI’s?” Followed by “how do you manage the bitchiness when they’re fighting over clients and sales?” Huh???? So, it turns out that many businesses still put everyone’s revenue numbers up on the board in the kitchen with the hope it will motivate the lowest earners to “do better”. And then having “the talk” if they don’t reach those targets. And the “talk” would normally be something along the lines of “I want you to just sell 10 of this serum every day and you’ll reach your target. If not I’m afraid this won’t work out”. Eh....hence the “bitchiness” and stealing clients and sales. Now, I’m certainly keen to hear if it gets the desired outcome. Although, it’s entirely possible we want different outcomes from our businesses. So let me tell you a bit about my journey in creating what is now a multi 7 figure business (and trust me, I say that with a bit of a cringe because we all know revenue means zilch - it’s profit that matters...) and how my approach to kpi’s changed along the way. 64
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Because yes, I also made some big mistakes. About 2 years into the business we were going along quite well. Don’t get me wrong, we weren’t “killing it” in any sense of the word. But we were making a profit (at least I know now - but in actuality I had no idea at the time because I didn’t know anything about my profit and loss....). So I thought it was time to start investing in some coaching to learn to analyse the numbers. Because god help me, it was something I absolutely loathed! I mean, I went into this just wanting to give people great skin! So I invested in a coach for two years who taught me how to analyse the numbers, measure kpi’s that aren’t necessarily obvious at first glance and tied them into a neat package that gave a full picture of my business. Turns out that I was making it quite hard for my team to reach their KPI’s’s because my pricing was too low. And in actual fact, some of my higher priced treatments turned out to not be profitable at all because pop all the consumables. It was very helpful and helped me get a really good commercial sense. In my quest to “make a million bucks” (yep, kid you not - that was my aim...) we set some goals that would push the business forward. And it did. A year later we’d smashed that target. So it was time to set some new goals. Again, at the end of the year we’d smashed it by double. At that time though, our culture was really not great. The team had their KPI’s and their bonus system and it was “working”. Money was coming in. BUT - staff kept coming and going, and no
one seemed particularly happy to be there. In my quest to reach these financial goals, I’d taken my eye off the ball when it came to my goal of creating the best work place culture around. The way we got the lowest performers on the team to perform better was putting the top 2 earners up on Facebook and giving them a shoutout. Not AS demotivating. But not far behind. So time to get a new mentor - because I realised early on that this wasn’t how I wanted to inspire high performance. And I had no way of learning this on my own. I wanted to fastest road to grow and learn - and that meant enlisting help from an expert in the field. Someone who could teach me more about the people side of the business and how to lead mindfully. Fast forward till today (to not make this a novel you’ll have to read on a plane), we have COMPLETELY overhauled how we set goals, track performance and motivate the team. We’ve found that incentivising purpose driven behaviour that leads to the overall outcome we want (a type of behaviour that leads to a certain metric valuable for US - is much more effective than simply telling the team they have to sell x amount of products per day to get a reward. If you don’t believe me, believe this.
Korn Ferry, a global research organisation, did a study on organisations focused on purpose vs non purpose focused organisations. They found that Teams focused on purpose had an annual growth rate of 3x the annual rate for their industry. 90% of people who worked in a purpose-driven organisation reported feeling engaged in their work. In companies that aren’t as focused on purpose, only 32 percent of employees reported feelings of engagement and connectedness with the work they were doing. Which one do you think had the highest productivity? I think we in the beauty and aesthetic industry are extremely lucky to have a business where tapping into our employees’ purpose is quite an organic thing. Literally, we’re in the business of caring for
people. And our businesses attract employees who want to do exactly that.
upgrades... Whatever it is your business benefits the most from.
So, it’s quite interesting that I speak to employers who completely skip over that beautiful thing called purpose as a driving force in their business. In my opinion and experience, it’s the only way forward for our industry. An industry where therapists are burning out faster than a camp fire. Where there’s a severe shortage post covid because so many just can’t take the pressure anymore.
I often say “we’re a Purpose over Profit business” - or People over Profit. It often gets met with a dismissive “oh hun, it doesn’t have to be one or the other you know”.
That doesn’t mean you can’t hold your teams accountable. In fact, accountability is the key to success when it comes to driving any KPI’s. But the conversation is very different if you’re driving behaviour instead of numbers. And thinking about leadership vs management, My advice: be creative when you incentivise your people. It’s not always the $$ that has the highest value for a business. It can be helping your team mates, retention, client feedback, product sales, packages, most
Oh I KNOW. But driving KPI’s from a purpose - or people perspective - will make for better business every time. And profit? It will come if your people love what they do and know why they do it. Do you want to learn more about mindful leadership - and building a purpose driven high performance business? Sign up to be the first to get access to my upcoming one of a kind, honest, raw and transformational business and leadership programme. I’ll also have a very special guest! https://mailchi.mp/hud/profitandpurpose Beauty Biz Year 14 Issue 2
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BUSINESS CLIENT EDUCATION:
THE WINNING STRATEGY FOR BUSINESS SURVIVAL AND GROWTH By Tina Viney
Think about it! You walk into an education session, not quite knowing what you will gain. The session is delivered with strategically positioned detailed information presented step-by-step guiding you through the data of evidence and knowledge and taking you through a journey of how you can integrate this information in your daily practice. The session is completed and you walk out. What has the delivery of this information achieved? Let’s look at some suggestions: • You have gained a new understanding of an ingredient or product • You then consider how this information will benefit you in solving a client’s problem • You align the ingredient/product to a treatment outcome • You evaluate and determine what protocol to use to ensure you gain the most benefit by introducing it into your treatment The key thing that education offers us is options. It allows us to choose more intelligently and to navigate through our choices with something credible on which to benchmark our decisions. Education changes us. It expands our possibilities and it allows us to feel a level of confidence in how we make decision. The same applies to your client. As a professional you are constantly learning. You are confronted with new technologies, new ingredients, new products, new protocols and better and more efficient ways of achieve a more successful procedure or treatment outcome. Meanwhile, your client is also navigating for options and information, often through nonprofessional platforms that aim to lure them toward purchases based on emotional appeal and marketing hype or appealing imagery. The choices for purchases are never-ending and in today’s social media world your client may have accessed endless information and options, while still in her pjs sipping her morning coffee, possibly before she is even out of bed. So, how will you compete? While gaining your knowledge has taken you several hours of study, or even attending a full day of education, taking this amount of time to educate your client is out of the question. So, what tools can you use?
DRIP MARKETING
Enters drip marketing. Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to clients or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip marketing is distinct from other databased marketing in two ways: • The timing of the messages a designed to follow a pre-determined course; • The messages are dripped in a series applicable to a specific behaviour or status of the recipient. This is also typically automated. Drip marketing can be used as a function of the lead generation and qualification process.
Specifically, drip marketing constitutes an automated follow-up method that can augment or replace personal lead follow-up. Often a drip marketing campaign will be seasoned with messaging relevant to the call-to-action from which the lead came. This is also known as lead nurturing. The advantages include that you are releasing information to your client in small bite sizes. These messages are not random, they are intentional with the primary aim to augment trust in the information presented and ultimately gain a positive response from your client. Drip marketing is an effective way of slowly educating your clients to value and appreciate what you are offering by providing them with interesting information on the value of a product or treatment that you will ultimately present to them for consideration. For example, you may engage in a drip marketing campaign for the purpose of introducing them to a new internal probiotic product that you wish them to purchase. You may start by discussing interesting research data on probiotics and the gut brain connection. You then may move to how inflammation contributes to ageing and in compromising our body towards disease. In another “drip” you may talk about how nutrient absorption in the gut is hindered because of excessive toxicity that may also contribute to leaky gut syndrome. In another you may educate on pre-biotics and how they help to support the increase of friendly bacteria. You may then move to explaining the role of probiotics to skin and overall health. As you have slowly educated your client on the role of probiotics to health, moving on to introduce them to a probiotic product would be a much smoother process in helping them value your offer with the potential to positively respond to a purchase for an effective solution to a potential problem. Education is powerful and when it is released incrementally it can make achieving conviction and engagement with your client an easier transition towards a positive decision. So, what are the dangers to drip marketing? The answer to this question is “the nature of the information presented.” As drip marketing is a powerful strategy in “educating” and shaping your clients’ thinking with credible information, it can also be used to direct consumers towards misinformation through careful and systematically released information in an appealing and convincing manner. This ultimately may aim to direct them in making choices on false or misleading information, without being aware that they have been misled.
THE BOILING FROG
I am sure you would be familiar with the story of the boiling frog. This is a fable describing a frog being slowly boiled alive. The premise is that if a frog is put suddenly into boiling water, it will jump out, but if the frog is put in tepid water which is then brought to a boil slowly, it will
not perceive the danger and will eventually be cooked to death. This a prime example of how drip marketing can be used to also mislead.
THE WEAPON OF VALUES
In today’s market what drives a purchasing decision comes down to one key objective – your intentions. Who are you really trying to benefit, the business or the client? Demonstrating to your clients that your intentions are honourable and based on a value proposition that aims to benefit them over any other objective will be the ultimate key to your success. Here I am slightly changing the meaning of “value proposition” from the traditional notion where a value proposition is a declarative statement that explains why a customer should purchase your product or service. It clearly explains what differentiates you, or makes your offering “unique,” and why you are the best choice on the market. Value is a word that has nearly lost its meaning however it is once again in vogue! My point of difference from the traditional definition is that the focus of value is “client centric” rather than “business centric”. The traditional definition focuses on convincing you why you are better than someone else (business centric), whereas my definition shifts the focus on why YOU will benefit the most through my recommendation “client centric”. In essence, what you will need to master is to convince your client that your recommendations are honest, virtuous and their intention is to provide them with the best level of care and treatment outcome. They are the star versus you or your business being the star. Whatever tactics you choose, it is important to note that it is up to you to identify the most efficient way of continually presenting to your clients, valuable education in a consistent and strategic manner. Let them know that you genuinely care about them and you tirelessly pursue ways to provide them with the most credible and highest quality products and services that will maximise the benefit to them. This is a guaranteed winning formula for success for all parties concerned. Tina Viney is the CEO of the Aesthetics Practitioners Advisory Network, a memberbased standards body/ association committed to raising the standards of the aesthetics industry through advocacy with regulatory bodies and through developing best practice standards to elevate the professional reputation of the industry. APAN represents the interest of aestheticians, dermal therapists and dermal clinicians, cosmetic tattooist and cosmetic medicine practitioners. Services include business support, HR support, professional development, conflict resolution, resource documents – regulatory, legal and best practice. APAN also offers recognition of qualifications supported by CPD points. www.apanetwork.com
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POSITION YOUR BUSINESS LIKE A CEO
By Jessica Kidner
Building a business inside the beauty industry is mostly focused on the service part of our offerings. Once you make the jump to a business owner you soon realise there is more to building a business than performing services. You realise pretty quickly the move from therapist to owner comes with a lot more responsibility and roles you didn’t plan for or even know about. It’s easy to become paralysingly overwhelmed. You realise there is a whole other side you now need to learn to ensure your business not only survives but grows. Many people I talk to, that have made that move to the business owner, ask me “how do I make it all work without working 24/7?” My response back is “ don’t, I have systems and workflows that make it look like I’m everywhere. I also follow up with this question, “what does your exit plan for your business look like? And every single time the answer I receive back is “I don’t have one, I would never sell”. I understand the confusion about that question but setting up your business now like you are getting ready for sale helps you remove the emotion tied to the business and encourages you to start looking at it from the perspective of a desirable business.
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Not thinking about the bigger picture can hurt you financially if/when the times comes when you want to move on to something else. I knew another business owner in the hair and beauty industry, we become great friends bonding over business. We both owned our businesses for over 10 years each and by fate, we both sold our businesses on the same day. 1 owner didn’t have any systems or structure for a profitable scalable business and sold the salon for very little, under 10K. By that stage, she just wanted out and was willing to take whatever she could get for it. On the other hand, I built the business to run without me physically in it, which showed I had the systems in place to run efficiently and profitable. I sold the business for well over $100K. This demonstrates it is worth putting in the effort now to learn how to run the business effectively, set up the systems, focus on building profits and
understanding the foundations of your business that potential buyers would be looking for. Which is the ease of being able to come into the business and take over as easily as possible to continue making a profit for the short term and improve it from there. The added benefit is it gives you the freedom to live life with more flexibility and helps secure profits now and later on if you ever want to sell. Win-win. I believe the best way to set up your business to run on auto-pilot is to assume you are going to sell it next year. This forces you to put everything in place to remove yourself from the day-to-day tasks that hold you back. It also helps remove your emotions that your value is tied to your business. We want to get you thinking of your business as a business, not a part of you. Afterall a business is a tool to give you money and choice, hopefully.
Once you understand what you want the business to look like and how you want to work inside the business, every decision after that is based on the bigger picture. Beauty Business owners need to be more strategic when it comes to opening and maintaining a business. We fall in love with the process of our services and the relationships we build with our clients as we grow. I personally found myself focusing on 4 key areas inside my business to help move myself from therapist to owner to CEO. Once I identified and focused on these 4 key areas consistently, I was very quickly able to step out of the business completely, focus on profit and discover strategies to change the direction of the business to match my life goals. By building your own systems in these 4 areas you will be able to reduce the amount of time you work on the business and stop stressing about it. When you have your CEO days (days you will spend just being the CEO of your business) they will need to be focused on one of these areas. Doing so will build your business and turn it into an asset and if you do decide to sell, it will make it a lot easier and you will get a lot more money for it than a typical “salon business”
SYSTEMS
Systems aren’t just a step-by-step guide on how you do things inside the business. They are also there to help your clients know the boundaries and what to expect from your staff. They are a live element of your business that is consistently being referred to and updated as you grow and evolve. Anytime a situation comes up or
something goes wrong, tweaking and adjusting your process and policies will help you to create a more efficient and effective business. These systems will allow you to step out of the business at any time (e.g. holiday or sickness) and ensure your business stills function the same as if you were there. Profit: You need to charge prices for profit instead of comparing your prices to the businesses around you. We hear this all the time but it is very common for business owners to fear price changes, especially when they are to be increased. By understanding the cost to open your doors and provide each service, you will able to see if your prices are stopping your own growth or forcing you to work too hard to achieve your goals. Adding value to your menu, instead of competing on price, is important to make you stand out from the crowd and position yourself as the expert in your business. Niche: Pick a niche and dive headfirst into positioning your business as the go-to salon for it. People are often afraid of niching down because they feel they will cut off other clients and reduce their opportunities but in fact, it is the complete opposite. When you become known for a service you start to attract more people to your business because people see you as more of an expert. You also begin to understand who your ideal client is and you’re able to build all your marketing and content creation easily around it. Marketing: Having a consistent marketing strategy is the holy grail in relation to putting most of your business on autopilot. It will help you attract more of your ideal clients and reduce the need to constantly find new clients when the
quiet season comes around. I walk my clients through the CEO.m system that I developed and used in my business to ensure I had a constant flow of new clients but also maintain the current clients that know, liked and trusted the business. These are the most profitable clients to maintain and also the key to finding out what you can do to find more ideal clients just like them. Focusing on the customer journey from the moment the Ideal client sees your business either online or by driving past is the secret sauce to building a valuable business. When you have these 4 areas planned out and are consistently improving them you will have also set up a great foundation to sell your business if the time comes. Most buyers are looking for a business that: 1. Makes a profit 2. Has systems that run the business so they can step in easily 3. A niche marketing strategy they can expand on 4. Marketing funnels and systems to ensure the continued growth If in 12 months’ time you don’t want to sell, and you have put in the work to ensure your business is running smoothly and profitable for you to be able to live the life you want. Jessica Kidner is the founder of Beauty CEO HQ. Learn more about how to transform from an employee into the CEO of your business at www.jessicakidner.net Instagram @jessica_kidner_beautyceo
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TRANSFORMING FIRST-TIME APPOINTMENTS INTO LIFETIME CLIENTS By Rebecca Miller
Did you know that a client requires at least 20 touch points before they trust your busi-ness? The journey of welcoming a new client through your door truly does begin before they’ve even booked their first appointment. For La Bella Medispa, our customer care can be broken down into three categories: inclinic experience, follow-up experience and online experience. Whether a client is visiting us for a clinical facial, laser treatment or brow service for the first time, we ensure a positive and professional experience across the board. Today, I’m going to walk you through our three customer care categories and share strat-egies that you can implement into your business today that transform a one-off appoint-ment into a lifetime client.
IN-CLINIC EXPERIENCE
First impressions are what set the tone. La Bella Medispa is famous for its personalised customer experience which starts from the moment a potential client connects with our business. Now, when you read “connects with our business”, you might think this is when they’ve booked their appointment but in reality, for all of our businesses, this connection happens well beyond that! Reflect on the steps your customer has taken to get to booking your appointment. They’ve researched your clinic (and likely your competitors), they’ve acutely scrolled through your treatment menu and analysed every word of your Google and Facebook re-views. These are all part of crafting your first impression and the experience they now expect from your business. If this has resulted in an official appointment booking, hats off to you! Now it’s time to follow it up with a flawless in-person experience.
Special touches to your client’s in-clinic experience aren’t just for businesses focusing on relaxation. Even the most advanced clinicalfocused businesses can benefit from the fin-er details that elevate the treatment and enrich that first-time customer journey. Take off your business owner hat for a moment and walk through your business as if you’re a first-time client. What is the experience like? What are the moments you were longing for more information or nurturing from your team? How could you improve the process in the treatment room to retail space? Take note of these moments and start crafting a process with your team that is solely ded-icated to going above and beyond for each client. Make it an official document that sits proudly in your policies and procedures manual and is an integral element of your team onboarding process.
FOLLOW-UP EXPERIENCE
The power is in the follow-up. Whether it’s via phone call, text or email, it is integral that each client, especially your first-time clients, are nurtured beyond the treatment room. The followup experience personalises your customer’s experience and hits home to them that you truly do care about them and their results. So many businesses leave their customers feeling almost ghosted following their appointment because follow-up procedures haven’t been put in place. This is when our business can become forgotten when it’s time to rebook or explore a new service.
Understanding that each client communicates differently and providing them with an option that leaves them at ease makes visiting your business incredibly ap-pealing. When confirming every appointment with new customers, we ascertain how they prefer to communicate with us. For some clients, they love to book over the phone and have a quick chat, others like to text, some prefer Facebook messenger whilst others pre-fer a fully automated online process.
As part of the La Bella wow, a personalised text message is sent on the day of our client’s appointment to thank them for choosing our business. Following their appointment, they receive contact from us to further explain any homecare or in-clinic treatments they have been recommended. For those navigating a new skincare routine, their La Bella therapist will send a personalised video to the client, reiterating how to use their new products.
To guarantee a consistently positive in-clinic experience, ensure that whatever methods of booking you choose, you have someone dedicated to managing it. At each of our sa-lons, we invest in a devoted receptionist who not only confirms the appointments across our multiple channels but greets clients on arrival.
A week following their treatment, we touch base with our clients to ensure they’re feeling happy with their treatment and results, plus provide them with the opportunity to ask questions and rebook.
Setting the tone of our in-clinic experience from the get-go, our first-time client journey begins with an orientation of our space, a complimentary drink, a welcome pack and a luxurious warm milk foot soak and exfoliation. Personalised every step of the way, our welcome process sets the scene for an incredible in-clinic experi-ence and begins transforming acquisition into retention. We call this the La Bella wow. If you don’t currently have a welcome process in place for new clients, I highly recom-mend it! A low-cost and high-return touchpoint, an official welcome process solidifies trust in your business and begins to craft those memorable experiences that keep your clients coming back.
These simple follow-up processes keep your business at the forefront of your client’s mind so that when it’s time to rebook or repurchase, it’s an absolute no-brainer of which business they turn to. This follow-up process is a brilliant opportunity to build up your Fa-cebook and Google reviews – another process few businesses implement. Like your booking process, it’s important to have a dedicated team member that focuses on the follow-up to ensure each client experiences utmost consistency. If you’re a sole trader, this could mean dedicating the same block of time each day or week to your fol-low-ups so that you know there’s always time allocated to customer care. The follow-up process doesn’t stop when the
client rebooks. We make it our business to get to know our clients and you should too! From birthdays to important life events, take notes to remember for their next visit. Can you go the extra mile by sending a birthday text? Can you have a special voucher or treatment upgrade waiting for your client to cel-ebrate their big life event? It’s these little touches that truly transcend our customer care and showcase that we will always go above and beyond. During your consultations, I encourage you to collect as much client data as possible so, like us, you can connect and serve your clients at the highest standard. Word of mouth travels fast – both good and bad so through exceptional follow-up and client nur-turing processes, you can ensure your business is always highly recommended.
ONLINE EXPERIENCE
Without a doubt, especially in the last twelve months, having a consistent online pres-ence is integral for any beauty business. The online world is a space where people will follow, subscribe, interact and engage with brands before they’ve ever made a purchase or booking and subsequently, can be the tool that drives them back to the business. I encourage you to work out where people are watching you before devising your online strategy. Know where, when and how to channel your energy to get the most out of your time and budget. When you know where your ideal client is online, go above and beyond to nurture, excite and educate them. For La Bella Medispa, social media is a significant part of our customer care journey. It’s where people go to learn about our services, communicate with our team and gain in-sight from our value-adding content. It’s also a space that we can link to other online plat-forms such as our online store and appointment bookings. To lighten the social media load, we have our team involved. Crafting content around their very own homecare routines, skin tips and their skin journeys create a beautiful emotional connection with our audience that leads to skincare sales and treatment book-ings. How? Because we have invested in our customer care process so that however and whoever delivers the information, is known and trusted by our community. I highly recommend having a strategy session with your team to brainstorm all the ques-tions and problems you can be solving for your existing and potential customers. Once you’ve got this list, map out ways you can turn these answers into content for your web-site, blog, social media channels and email newsletters. Then, task each team member with a topic and have them build content around it. This not only unites your team but means your audience gets to see many faces of the business and start to craft that trust. Remember, when there’s consistency, there’s memorability. Invest in your customer care processes and reap the benefits of welcoming lifetime clients through your door. www.rebeccamiller.com.au Beauty Biz Year 14 Issue 2
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IS YOUR BUSINESS RUNNING YOU? By Karla McDiarmid
Being a business owner has its challenges most days.. but try being a fully booked skin or spa therapist working six to seven days a week till 9pm or later each night with a huge waitlist turning away guests everyday and losing sales whilst your clients only want you & not your employees! Sound familiar? The struggle is real & it affects many business’s & business owners & its something I learnt the hard way many years ago. I want to share my experience of how I got ‘off the tools’ and became a full time business owner taking over my business & finding a passion for marketing, networking & training my team. Lets go back to 2001-2010 My business ran me… it had no one at the helm and the 80 + hour weeks earning very little in return was exhausting to say the least. I had no life, my first holiday came 6 years into running my business I couldn’t afford it, let alone to take any time off, as the clients all wanted me. One day I woke to realise.. I am not superwoman, I cannot keep doing this… my clients & staff don’t appreciate that I am the #1 sales person keeping them in a job yet I wasn’t able to pay myself correctly for the hours I was doing – whilst I sat and did facial after facial I remember having staff having fun outside or heading to the shops thinking I had no idea what was going on! The days when your staff had to interrupt you because you were the owner but you also had to fix all the issues whilst performing a massage / facial or waxing! I had had enough & burnout is real! The day that I realised I was not superwoman was the day my life changed forever! 72
Beauty Biz Year 14 Issue 2
Firstly I increased my prices to be 15% more than other employees. I knew I had far superior training and experience and this is why guests wanted me but I deserved to earn more than my staff! A few clients didn’t like it but they went to other staff and continued on with visiting the business – other guests didn’t even batter an eyelid! I slowly cut two x half days off clients to focus on my business, focus on marketing, HR, financials & then I reduced another day and the time I had spare was now training time to improve my team & teach them how to perform treatments better & more time to work on marketing my business. A few years went past and I then only worked on clients 2 days a week, the business had grown quite a lot so I could now train a trainer & within another 2 years I was completely off clients and had trained my team to be just like me! The business began to really grow in 2012! I was able to hire & afford a business coach (Faye Murray) I had invested in new websites, new equipment & the business just kept growing! In 2014 I completely demolished the salon & built a Medi Spa way back when Medi Spas were just beginning to take off this proved to be a winning formula along with my new coach & monthly meetings & team training. With a fresh rebrand, a whole new business & a whole new team employed, the business just kept growing.. it was phenomenal.. another three years down the track and we opened a second location in a nearby town.
We then started winning awards it was crazy! I had tried 8 years previously to win at our local awards but once rebranding and renovations were complete we were on the television & in the local papers more than ever before! Every award possible we entered we won! I am not even joking we have now over 24 awards under our business belt including local, regional, national & international awards from everything linked to beauty, skin, innovation, business owner and even best customer care & the best team at the industries most prestigious ABIA award events. I was even named the Global Winner as the Best Spa Manager in the World at the World Luxury Spa Awards & Best beauty Salon in the world! I now look back on what is 8 years on since that big decision & huge gamble to hire a business coach, renovate the entire building with a $250,000 renovation & rebrand & guess what… I am ready to do it all over again! Are you stuck in the treatment room wishing you knew how to get out? Start with baby steps and start taking that half day off a week to work on your business. Then increase it to a full day to two days. Start training your team to be just like you & don’t be scared to do so. Bring on a receptionist who can help with your marketing and social media, & watch your business thrive! To learn more about Karlas Secrets to Success visit www.secretstosuccessbykarla.com
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BUSINESS
1-ON-1 MEETINGS FOR AN ENGAGED TEAM
By Jay Chapman, The Zing Project
There’s never been a better time to take stock of where each team member is up to in you business. One on one meetings are the backbone of your business. It is the time where you com-municate your big vision with your team, spend time with your team to make sure that they are happy and engaged, and of course motivate your team to move forward and im-prove the overall performance in their KPI’s The quality of your communication will dictate the results you get in business. Simply put, if you have lacklustre comms you are going to get lacklustre results! Quality communication will have you becoming a real leader not a dictator or manager in your business. You need to make time every week for a 15 minute meeting with everyone on your team. YEP! everyone. It’s about taking the time to sit down every week to conduct a 1 on 1 meeting, This is where you make a plan to grow by checking in on what they are working on and where they need your help! I really want you to pay particular attention to planning your 1 on 1 meetings in advance! This ensures that you get the most out of the time spent with each individual or team member. Remember to keep in mind the challenges that you have experienced in the past and put your plan of action in place to move past this. Help them push past their comfort zone and into career success! When it comes to actually having the meeting, yourself and your team member should always goto a cafe, for a walk or even to the park (weather permitting!). This shows your team that you are serious about their time, giving them uninterrupted time to help them with their important role within your business. As much as we critique, we need to hear it back as well! My suggestion is to keep the conversation balanced by asking for feedback. Actively listening to your team about what you could do different to support them better is key. I know, I know…. It’s a challenge to wrangle the diary and to find the time, However we both know that up to 48 meetings per year with each team member is going to be a game changer right?! 74
Beauty Biz Year 14 Issue 2
To give you a head start, questions to go through.
here are a few
1. What was your focus from last week and how did you go with that? 2. What’s the plan for this week and what would you like to focus on? 3. What do you think this number should be? 4. What do you feel is holding you back in this area specifically? 5. Why do you feel you need to work on this area what’s the payoff for you and the client? 6. What will your numbers be when you are absolutely nailing it? 7. So what is the first thing you need to do to grow this area? 8. What can I do to help you with this? Use this time to ask questions and actively listen. My rule of thumb is to listen as much as you talk. We can often feel uneasy in silence and feel the need to fill it, but asking better quality questions
will have your team find their own answers. I want you to think about the feelings you want the team to feel when they leave your meeting. Motivated? Inspired? Proud? You need to make sure you really ‘land the chop-per’ on the the outcomes and the emotions you want them to feel. It’s your job to provide an incredible environment for your team! You want any meeting with your team to be a positive experience so the leave feeling awesome! Not like they have been smacked or not listened to. We feel it is so important to commit to weekly 1 on 1 team meetings that we can’t coach you if you won’t make this your number one priority. Remember it’s about finding out what is holding us back and making a plan to push past this. Accountability is the new key to motivation. Jay Chapman is a Senior Business Coach at The ZING Project. For more advice for you salon join the ‘Salon Smarts’ private Facebook group today or contact Jay at Jay@zingcoach.com.au.
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