January 2017
For your beauty, hair and spa business
Smooth operators Best body care products explored
GCC
LOOKING AHEAD Make 2017 the best year for your business
Visual merchandising The importance of retail explained
Boostyourbusiness Professional Beauty GCC 2017 exhibition preview
OFC PBGCCJAN17 Cover.indd 2
23/12/2016 14:08
PB DPS.indd 2
19/12/2016 10:51
PB DPS.indd 3
Brand new treatment menu
Clinically proven facials
Industry leading training
7/24 business support
Winner of over 200 awards
Over 20 clinically proven products
19/12/2016 10:51
PB DPS.indd 2
22/12/2016 13:08
PB DPS.indd 3
22/12/2016 13:08
contents
professionalbeauty.co.uk professionalbeauty.ae
4 Published by and (C) 2016 Trade Exhibitions & Publishing FZ LCC. Registered at Dubai Media City. 321 Building #8, Dubai. UAE t: +971 (0) 4 375 66 53 Trade Exhibitions & Publishing FZ LCC News editor: Emma Baron emma@professionalbeauty.ae Contributors: Maria Dowling Advertising: t: +971 (0)50 359 1157 Sales director: Zaid Nourouz zaid@professionalbeauty.ae Circulation & subscriptions enquiries: register@professionalbeauty.ae t: +971 (0) 4 375 66 53 Marketing Manager: Emma Baron emma@professionalbeauty.ae General Manager: Andrew Green andy@professionalbeauty.ae Publisher: Mark Moloney Design & production: Image Creative Design www.icd.gb.com Printing: Masar Printing and Publishing, Dubai-UAE - PO Box 485100, Dubai www.masarprint.com Controlled Distribution: Blue Truck www.bluetruck.ae
in this issue... 47
The Publishers cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication, which is provided for general use and may not be appropriate for the readers’ particular circumstances. The publisher accepts no responsibility for any advertiser whose advertisement is published in Professional Beauty. Anyone dealing with advertisers must make their own enquiries.
facebook/PBGCC
@PBGCC
Regulars
Features
Hairdressers Journal
7
44 World Spa & Wellness Convention 2017 spa convention agenda announced
56 Make 2017 a success 50 top tips to ensure your business is a success for the next 12 months
72 End goal Maria Dowling creates clear business goals for 2017
63 Wear it well Wearable hair for real women
75 10 website mistakes ...and how best to avoid them
69 Rebel rebel Relieve the heyday of fashion
News Openings, launches and the rest of the news from the world of spa, hair and beauty
21 Insider Our exclusive monthly stats for beauty salons, spas and hair salons 37 Ask the experts Advice on boosting your sales this January, make-up services and towel hygiene in your spa 88 Calendar The essential diary dates for your business diary from trade shows to conferences to training
Cover image: Maria Dowling
Professional Beauty GCC January 2017
004-005 PBGCCJAN 17Contents.indd 4
23/12/2016 15:39
welcome
professionalbeauty.co.uk professionalbeauty.ae
5
H
appy New Year – and welcome to the first issue of 2017! This month we focus on key tips to help you boost your business, giving you a head start to what we hope will be a fruitful year. If you’re looking to mark the New Year by updating or changing your website then turn to page 75 where we talk through 10 website mistakes everyone makes, and how to avoid them. We also speak to a selection of salon owners about the best business decisions they made in 2016, get inspired on page 56. Professional Beauty GCC returns to The Meydan Racecourse, Dubai this February (6-7) where we are very excited to announce the launch of our brand new hair show Salon Middle East that will be running alongside the exhibition. This issue features our show preview, giving you an insight into our conference agendas, the brands that will be exhibiting and an overview on what to expect when you attend the show. Turn to page 24 to find out more! If you’re yet to register to attend the show then there is still time to get hold of your FREE ticket. Simply visit www.professionalbeauty.ae/showregister today. On behalf of the team and I we look forward to warmly welcoming you to the show next month.
Emma Baron, News Editor
69 On the cover 24 Lift off! Professional Beauty GCC show preview 47 Visual merchandising The importance of retail space explained 83 Smooth operators Best body care products on the market revealed
75 37
72
Professional Beauty GCC January 2017
004-005 PBGCCJAN 17Contents.indd 5
23/12/2016 15:42
news
professionalbeauty.ae
7
NEWS
All the news and views from the world of beauty, hair and spa
Bedouin Oasis retreat opens
A
lma Retreat Bedouin Oasis in Ras Al Khaimah, a new retreat designed to help people achieve their goals, has opened this month. The retreat invites guests to “go back to their roots” and back to nature by providing a true escape from our
mostly tech-filled, stress-filled daily lives. Accommodation is in the form of tented camps, comfortable but deliberately simple to contrast the bubble of UAE lavish living. Healthy organic food, daily mediations, yoga and exercises as well as creative workshops are all part of the
Alma retreat experience. Programmes are based on three themes: Heart, Mind and Body and Alma only employs qualified teachers and coaches with a minimum of 10 years experience. Retreats will take place every weekend for individuals, and on weekdays for by corporate guests and groups.
2017 key spa trend predictions revealed Wellness architecture, sauna rituals and mental wellness are among eight 2017 trend predictions released by the Global Wellness Summit (GWS). The trends, which emerged at the 2016 summit, also include silence, art and creativity, treating cancer patients, the effect of wellness on beauty and accessible wellness. Wellness architecture is now seeing us design “living buildings” that take the health of those occupying them into account. Elsewhere, the sauna is undergoing a reinvention and becoming an experience rather than just a facility. Examples include sociable supersaunas, pop-up saunas and the rising popularity of the aufguss ritual.
In another development, the global rise in depression is increasingly seeing the spa and wellness sector put mental wellbeing at the centre, including working with psychotherapists and neuroscientists. Silent rooms, silent retreats and even a silent spa, such as Austria’s Therme Laa Hotel, are also increasingly emerging. The appetite for silent spaces is, the GWS said, a reaction to the ceaselessly connected 24/7 world we live in. Creativity and the arts is also becoming an increasingly important part of wellness, the GWS commented, with music, dance, literature and art more and more incorporated into the offering. The GWS also predicted
that the current momentum around educating the industry on treating cancer patients in spas, and training therapists on how to work with this clientele, will continue. Rounding off the eight trends are “wellness remakes beauty” and “beyond the ghettos of wellness”. The former, the GWS said, is seeing the beauty sector adapt to the priorities of an increasingly wellness-centric population, including focusing on beauty from within. As part of the latter, the industry is addressing the perception that wellness is only for the wealthy – with a rise of more affordable wellness outlets, and initiatives through which the sector gives back to communities.
Professional Beauty GCC January 2017
007-015 PBGCCJAN17 News.indd 7
23/12/2016 14:19
PB DPS.indd 2
21/11/2016 15:14
+971 42594665
www.eideal.com PB DPS.indd 3
21/11/2016 15:14
news
professionalbeauty.ae
10
Sauna bathing could reduce dementia
F
requent sauna bathing can reduce the risk of dementia, says a new study. The research, conducted by the University of Eastern Finland showed that in a 20-year follow-up, men taking a sauna four to seven times a week were 66 per cent less likely to be diagnosed with dementia than those taking a sauna once a week.
The association between sauna bathing and dementia risk has not been previously investigated. The effects of sauna bathing on the risk of Alzheimer’s disease and other forms of dementia were studied in the Kuopio Ischaemic Heart Disease Risk Factor Study (KIHD), involving more than 2,000 middle-aged men living in the eastern part of Finland.
Based on their sauna-bathing habits, the study participants were divided into three groups. The findings, published recently in the Age and Ageing journal, showed that the more frequently saunas were taken, the lower was the risk of dementia. Among those taking a sauna 4-7 times a week, the risk of Alzheimer’s disease was 65 per cent lower than among those taking a sauna just once a week. According to Professor Jari Laukkanen, the study leader, sauna bathing could protect both the heart and memory to some extent. “It is known that cardiovascular health affects the brain as well. “The sense of well-being and relaxation experienced during sauna bathing may play a role,” he said.
Rebrand and expansion for Cure The Cure Beauty Spa, in Media City Dubai, has reopened with new salon extension and renovation of its existing property. The Cure, which first opened its doors in 2003, has created a new venue next door to the original salon located on the ground floor of BBC World Building in Media City. The Cure’s new salon will offer a range of hair services including cuts, colour,
treatments, blowdrys, braiding, professional make-up services and Mehndi. Together with the extensive menu of massages, facials, manicures, pedicures, waxing and a range of slimming treatments in the original re-branded and refreshed salon, The Cure now covers all beauty and pampering needs.
Accor and Banyan Tree announce partnership Accor Hotels and the Banyan Tree group have announced a partnership that will see Accor acquire a five per cent stake in Banyan Tree Holdings. The agreement sees Accor Hotels make an initial investment of £13m into the family-owned Banyan Tree group. Accor also has the option to purchase an additional stake of approximately five per cent in Banyan Tree at a later stage. The two hotel groups announced that they “intend to develop and manage Banyan Tree-branded hotels around the world” under the agreement. The partnerships will also see Banyan Tree gain access to Accor’s global sales and
reservations network, and its worldwide loyalty programme, Le Club Accor Hotels. Banyan Tree’s executive chairman Ho Kwon Ping said: “Our strategic alliance with Accor Hotels allows us to remain an independent company and continue securing hotel management agreements, but with Accor Hotels helping us grow our brands around the world. “We believe this agreement will rapidly propel our brands to global reach and strengthen our ability to embrace change in the hospitality industry. We’re excited about and committed to this partnership.” Banyan Tree Holdings’ global leisure and hospitality portfolio comprises 43 hotels and resorts, 64 spas, 77 retail
spaces and three golf courses in 28 countries. The group has a further 15 hotels and resorts under construction and 22 under development. Sebastien Bazin, chief executive and chairman of Accor Hotels, said: “Our collaboration with Banyan Tree is a great opportunity to complement our business proposition with iconic brands. “We will bring scale to the network through our ability to develop and manage hotels under the Banyan Tree brands globally, strengthening our leadership in the luxury hotel space.” Accor’s global travel and lifestyle portfolio includes more than 4,000 hotels, residences and resorts in 95 countries.
Professional Beauty GCC January 2017
007-015 PBGCCJAN17 News.indd 10
23/12/2016 14:19
Untitled-84 1
20/12/2016 12:42
news
professionalbeauty.ae
Charcoal masks and chrome nails among Pinterest’s top 100 trends for 2017
P
interest has released its official Top 100 board of trend predictions for 2017, which covers sectors including beauty, fashion and home. The Pinterest insight team dug through tons of data from the site over the past year – from popular pins, picks from influential pinners and ideas handselected by the company’s leading employees – to identify the emerging trends on the platform for 2017. The beauty industry, of course, made it into the report, with five trends
including chrome powder nails, the mirror-effect look which took the nail industry by storm earlier this year, as well as microblading, the semipermanent make-up technique that gives clients natural-looking brows that last for up to 12–18 months. Charcoal masks and activated charcoal powder as a skincare add-on, either into a cleanser or pore-cleaning face mask, and cut-crease make-up, a technique used to define the crease of the eye by “cutting” across it with
©Next
12
a contrasting eyeshadow colour with little or no blending, also gained traction this year. Wellness also made it on to the trends board, with holistic healing methods like Reiki (up 25 per cent) and essential oils becoming increasingly popular with users. In Pinterest’s Top 100 trends for 2016, coffin-shaped nails made the report, up 69 per cent in popularity. 150 million people around the world are on Pinterest every month.
Leadership programme receives rave reviews The Atlantis, The Palm, Dubai
Atlantis brand reaches Hawaii China Oceanwide and Kerzner International Holdings have announced plans to develop a multi-million dollar mixed-use Atlantis resort development in Hawaii. The new Atlantis Ko Alina will be located near Disney’s Aulani hotel at Ko Olina Resort. The 642 acre mega-development will be the first Atlantis-branded resort in the US, following on from the landmark The Palm in Dubai and the upcoming Sanya Hainan in China, which opens in 2017, as well as The Royal Atlantis Resort & Residences in Dubai.
Susie Santiago, mentor of the EIDEALSanti Leadership Program (ESLP), recently travelled to Dubai to deliver invaluable training to the participants of the debut ESLP. The programme offers year-long mentoring conducted through a series of fast-paced intensive seminars, oneto-one coaching sessions and webinars and offers proven business strategies and smart tips to enhance business excellence. It has been met with rave reviews from its participants. At the end of the programme, participants will have the opportunity to enter the EIDEAL Business Leader of the Year Award. During her time in Dubai, Santiago was also present for an Open House event at the newly-refurbished EIDEAL HQ, which now boasts a dedicated training centre. The Open House was an exclusive networking seminar, which gave salon managers interested in participating in the 2017 programme an opportunity to
meet Susie Santiago and experience a taste of the topics and leadership strategies that are covered in the programme. Attendees were also offered complimentary one-to-one coaching sessions.
Professional Beauty GCC January 2017
007-015 PBGCCJAN17 News.indd 12
23/12/2016 14:20
Twirl into the winter season with The Great Ice-Scape collection from Gelish Taylor. Inspired by collection offers a soft pink, milky blue, dusty mauve and a copper shimmer to lift your spirits during the winter months.
FLIRT IN A SKATING SKIRT ICE QUEEN ANYONE? FIGURE 8S & HEARTBREAKS N-ICE GIRLS RULE HEY, TWIRL-FRIEND!
LACE ‘EM UP
*COLORS AVAILABLE IN GELISH AND MORGAN TAYLOR
Untitled-65 1
15/12/2016 17:35
news
professionalbeauty.ae
15
Global aesthetics market predicted to grow to $13.29bn by 2021
T
he global aesthetics market is estimated to grow at a CAGR of 10.8 per cent from now until 2021, reaching $13.29bn, according to new research by research firm Markets and Markets. Key factors behind the predicted growth include the popularity of aesthetic treatments, especially among men, and the growing adoption of minimally invasive and non-invasive aesthetic procedures, as well as the ageing population and technological advancements in energy-based aesthetics devices, the report found. Asia-Pacific and Latin America are
the areas representing most growth due to the growing medical tourism, rising middle class with disposable income, and growing awareness about aesthetic specialities. However, stringent safety regulations and the social stigma associated with these treatments are also some of the restraints reported to be hampering the growth of the market. Researchers also discovered that the product segment of the medical aesthetics market is dominated by key players. Syneron Medical, Cynosure and Solta. Medical were named the top three companies in the global
energy-based devices market in 2015, while Allergan, Galderma and Merz Aesthetics were named the leading players in the global facial aesthetics market for the same year. To full report is called “Medical Aesthetics Market by Product (Liposuction, Cellulite & Fat Reduction, Skin Tightening, Breast Implants, Botox, Dermal Fillers, Tattoo Removal, Thread Lift, Laser Hair Removal), EndUser (Clinics & Medical Spas, Beauty Center) – Forecast to 2021.
Mondrian Hotel Group acquired by hospitality operator Sbe Luxury, global hotel group Mondrian has been acquired by lifestyle hospitality operator Sbe. Mondrian operates properties around the world, including Mondrian London at Sea Containers, The Sanderson Hotel and St Martins Lane Hotel in London and Delano Las Vegas, Delano South Beach and Mondrian Los Angeles in the US. Acquiring the Mondrian group brings Sbe’s global roster of high-end hotels to 22, with
other locations including Istanbul, New York and San Francisco. Other brands in Sbe’s hotel portfolio include SLS, with properties in Los Angeles, Miami and Las Vegas and a slate of new openings scheduled for the next two years. The Sbe group also comprises the boutique Rebury hotel brand, present in Hollywood, South Beach and New York, and a string of bars, nightclubs, restaurants and lounges. In total, there
are 129 hotel, nightlife, entertainment and restaurants under Sbe’s global company umbrella. In a statement released by the company, Sbe said of the acquisition of The Mondrian Hotel Group: “This unites two companies with iconic brands and a shared commitment to creating oneof-a-kind experiences for our guests. “The new Sbe is a stronger company with a broader mix of lifestyle properties and experiences across the globe.”
Greenery named Pantone Colour of the Year for 2017 The Pantone Color Institute has revealed a colour called Greenery as the 2017 Colour of the Year. Set to influence trends in industries from fashion and beauty to food and home décor in the year ahead, the shade “provides us with the hope we collectively yearn for amid a complex social and political landscape, and symbolises the reconnection we seek with nature, one another and a larger purpose”. For the beauty industry, Greenery is described as indicative of consumers’ desire to claim their own distinct looks
through personal displays of boldness. The shade is predicted to be reflected in a “chic, confident punch of colour for hair, lips, eyes and nails.” Green tones are already seen in colour correcting creams and palettes because as a complementary colour to red, green neutralises red dish tones in the skin. The shade has already been used in the logos of new apps, says the Institute, and is associated with the tech industry and environmentalism because of its “boldness, vigour and modernity”.
Professional Beauty GCC January 2017
007-015 PBGCCJAN17 News.indd 15
23/12/2016 14:21
international news
professionalbeauty.ae
17
INDUSTRY NEWS FROM AROUND THE GLOBE Quest for health changes UK shopping habits
T
he UK health groceries market is worth £20bn and is growing at four times the rate of the grocery sector as a whole, according to new data. A report by Kantar Worldpanel, which analyses consumer behaviour, found that 38 per cent of UK meals now feature an ingredient specifically chosen for health benefits. This has doubled since 1980, when the figure was 19 per cent. Nearly twothirds of consumers, 62 per cent, said they are “fairly” or “very” concerned about sugar consumption. This figure increased by a massive 41 per cent between 2015 and 2016 and the concern is reflected in the downturn in sales of sugary products. The amount of sugar in shopping decreased by 1.8 per cent in the last
Vitality Room soothes weary travellers The Swissôtel group has launched a tranquil Vitality Room, the first in a new concept, at the Swissôtel in Zurich. The room, a place where guests can revitalise body, mind and soul, was created in collaboration with Wallpaper Composed, the interiors arm of design magazine Wallpaper. The room is a new addition to Swissôtel’s Vitality programme, created to help travellers stay fit and active on the road. Features in the Vitality Room include a clean, minimalistic design, a calm, neutral colour palette, blackout blinds to aid sleep, circadian lighting to help travellers get over jetleg or adjust to a lack of sunlight, and a powerful air purification system. Swissôtel describes the Vitality Room as a prototype, with more to follow in the future if the concept is well received.
year, with soft drink sales declining by 8.6 per cent. However, UK consumers’ shopping baskets still contain too much sugar, according to Kantar. Their report, The Serious Business of Health, reveals that “sugar bought in takehome baskets alone amounts to 110g per person per day”.
This surpasses UK Government nutritional guidelines, which cap sugar intake at 90g a day. Products labelled low-calorie or diet – previously viewed as healthy options by consumers – are now losing favour. Although still worth £2.7bn, the diet market saw a year-on-year decline of 4.2 per cent between 2015 and 2016. This, the report states, is partly because “convenience shopping” tends to be focused on breakfast and dinner, seen as key meals from a health point of view. The report was compiled on the basis of 4,000 households on Kantar’s consumption panel and 30,000 households on its shopper panel.
Andaz Mayakoba Resort Riviera Maya opens in Mexico
The premium oceanfront property is designed to be a hidden paradise, located in an internationally acclaimed eco-destination, on Mexico’s south-eastern coast. Andaz Mayakoba Resort Riviera Maya marks the first Mexico property for the lifestyle brand. The property offers six miles of freshwater canals surrounded by exotic mangroves, lagoons, flora and fauna as well as tropical birds. The 10,000sq ft Naum spa has six treatment rooms, and a bespoke menu based on the concept of paying homage to the ancient Mayan gods. PB
Professional Beauty GCC January 2017
017 PBGCCJAN17 International News.indd 17
24/12/2016 10:16
6 - 7 F E B R UA R Y 2 0 1 7 • T H E M E Y DA N D U B A I
A DATE FOR YOUR FEBRUARY DIARY Exclusively for your beauty, hair and spa business the must attend event for your profession
Save AED 100, register now at www.professionalbeauty.ae/register Quote promo code: B2 PBGCC16 Master DPS B2.indd 6
29/11/2016 10:46
Find us on @pbgcc professionalbeautygcc
PBGCC16 Master DPS B2.indd 7
29/11/2016 10:46
insider
professionalbeauty.ae
21 The month in numbers
CLIENTS WHO REBOOKED
61
%
HOW DID TREATMENT BUSINESS IN NOVEMBER 2016 COMPARE WITH NOVEMBER 2015?
60 40 0
Insider, our exclusive round-up of salons in the GCC. It’s the easiest way to stay in the know
% BETTER
NOVEMBER 2016
% SAME
Customer satisfaction is the ultimate aim of every business and it is important to remember that the treatment is only part of the client’s salon encounter. To provide the best possible service, the client’s experience of booking, consultation, treatment and aftercare all must be considered and measured.
%WORSE
Lead image: Shutterstock
Insider beauty, hair and nails
AVERAGE TREATMENT ROOM OCCUPANCY
59
%
WHAT IS YOUR TOP REASON FOR VISITING A TRADE SHOW? 1. Inspiration and ideas 2. Networking 3. Educational seminars 4. Buying new stock
Thus it’s heartening to see that 97 per cent of salons surveyed obtain customer feedback after each appointment, enabling them to address any concerns or congratulate staff for excellent service provided. The New Year brings a host of new industry networking events and trade shows. An impressive 90 per cent of salons in our survey said that they take advantage of networking events and use trade shows for further opportunities to interact with fellow beauty professionals. The majority of salons also visit exhibitions to gain inspiration and ideas about what will be hot in the GCC, and further afield, in 2017.
On the spot
90
%
ATTEND REGULAR INDUSTRY NETWORKING EVENTS
97
%
WHAT PERCENTAGE OF YOUR STAFF IS RECRUITED FROM OUTSIDE THE UAE 1. None 2. 25 3. 50 4. All
OBTAIN CLIENT FEEDBACK AFTER EACH APPOINTMENT
Professional Beauty GCC January 2017
021-023 PBGCCJAN17 Insider.indd 21
23/12/2016 14:25
insider
professionalbeauty.ae
23 The month in numbers
CLIENTS WHO REBOOKED
76
%
HOW DID TREATMENT BUSINESS IN NOVEMBER 2016 COMPARE WITH NOVEMBER 2015?
70 20 10
% BETTER
Insider spa Insider, our exclusive round-up of spas in the GCC. It’s the easiest way to stay in the know
% SAME
NOVEMBER 2016
%WORSE
Lead image: Shutterstock
In terms of numbers, rebooking rates and treatment room occupancy remained relatively stable in November, with 70 per cent of spas claiming that treatment business was better than in the previous year. AVERAGE TREATMENT ROOM OCCUPANCY
67
%
The majority of spas questioned told us that they plan to visit industry exhibitions and shows in 2017 with serious buying in mind. Stock purchase was the main objective given for visiting exhibitions, followed by the opportunity to attend educational seminars. Just over half of spas also responded that they regularly attend networking events. Interestingly, you also told us that half of your spa staff members are recruited from outside of the UAE. With this comes challenge, but also diversity and a wide skillset.
On the spot WHAT IS YOUR TOP REASON FOR VISITING A TRADE SHOW? 1. Buying new stock 2. Educational seminars 3. Networking 4. Inspiration and ideas
60%
ATTEND REGULAR INDUSTRY NETWORKING EVENTS
80
%
WHAT PERCENTAGE OF YOUR STAFF IS RECRUITED FROM OUTSIDE THE UAE? 1. 50 2. 25 3. None 4. All
OBTAIN CLIENT FEEDBACK AFTER EACH APPOINTMENT
Professional Beauty GCC January 2017
021-023 PBGCCJAN17 Insider.indd 23
23/12/2016 14:26
Professional Beauty GCC Exhibition
professionalbeauty.ae
24
LIFT OFF
The Professional Beauty GCC exhibition returns next month, with exciting launches and brand new innovations. We have the scoop on what to expect…
T
he Professional Beauty GCC exhibition is back for a third year – and this year it’s set to be even bigger and better than ever, with the launch of the brand new hair show, Salon Middle East, the return of the World Spa & Wellness Convention (formerly the Professional Spa & Wellness Convention) the Beauty Conference, two live stages and the renowned nail competition.
The exhibition will be home to a wide collection of the region’s leading beauty, hair, nail, skincare, spa and make-up brands, all of which will be showcasing their latest products and innovations along with exclusive visitor only show offers – destined to boost your business for the year ahead.
Professional Beauty GCC January 2017
024-025 PBGCCJAN17 Show Preview.indd 24
23/12/2016 14:31
professionalbeauty.ae
Professional Beauty GCC Exhibition
25
Alongside the opportunity to network and discuss the latest products and innovations, visitors to the show will be able to watch a series of live demonstrations on the Beauty Live Stage and HJ Stage – where the biggest brands will be showcasing never-seen-before looks and treatments.
Salon Middle East New for 2017 is the launch of Salon Middle East, a hair show, taking place alongside Professional Beauty GCC for the first time. Featured within this is the HJ Stage which will host some of the biggest hair brands and leading experts in the industry, showcasing their latest treatments. This includes renowned celebrity hair stylists Michel Zeytoun and Chris Foster.
The Beauty Conference Returning for the second year is the Beauty Conference, which proved hugely popular with salon owners and managers in 2016. This gathering combines panel discussions and presentations on a variety of insightful and engaging business topics, from tips on marketing your salon and growing your business, to staff retention and stock control. Participants will benefit from the wealth of knowledge delivered by our Professional Beauty Brand Ambassadors, plus advice from respected industry speakers. This year, we also have a dedicated “Ask The Expert” area where visitors can sit and have one-to-one sessions with the speakers after each session.
The Spa Convention Seen as one of the best in the world, our World Spa & Wellness Convention returns bigger than ever before. Formerly, the Professional Spa & Wellness Convention, the re-brand includes the launch of
exciting new elements such as one-to-one networking sessions which will take place in the afternoons of the two-day programme. Industry speakers and participants from around the globe will come together to discuss the latest trends within the spa industry and ways to boost their business. Turn to page 51 to see the full programme.
KEY INFORMATION Date: 6 – 7 February 2017 Timings: 10am – 6pm (both days) Location: The Meydan Racecourse, Dubai Getting there: Just 15 minutes drive from the airport and Dowtown Dubai. Shuttle buses will be provided free of charge from Business Bay train station. If you are driving, there is ample parking space, simply follow the signs to the parking space when you reach the venue. Tickets: Register for free online at
www.professionalbeauty.ae/showregister
HOW TO MAKE THE MOST OF THE SHOW • Pre-register for the show, this will save time and money on the actual day • Make a plan of who you want to visit and why, and if possible pre-arrange meetings with them ahead of the show • Decide ahead of time which seminar or conference sessions you want to attend and where possible purchase tickets in advance • Pack plenty of business cards and don’t be shy to introduce yourself or take advantage of any networking opportunities
Professional Beauty GCC January 2017
024-025 PBGCCJAN17 Show Preview.indd 25
23/12/2016 14:31
VISIBLE RESULTS IN 2 MINUTES AGE CORRECTIVE ULTRA ADVANCED INSTANT LIFT f X
www.eminenceorganics.com
Tel: (9714) 220-6024
Untitled-1 1
·
Fax: (9714) 220-6025
·
INFO@BEAUTYLICIOUS.COM
·
WWW.BEAUTYLICIOUS.COM
16/11/2016 10:13
Professional Beauty GCC Exhibition
professionalbeauty.ae
27
Altearah STAND D18
BRANDS
BANDI Professional STAND J1
AT THE SHOW Here’s just a sneak peek of products, visit www.professionalbeauty.ae to see more...
Biologique Recherche STAND J17
N EW 2017
pr o duc t launch
Aroma Newtech STAND KP29
Cellucur STAND D10 Charme D'Orient STAND D5
BCL Spa STAND D11
N EW 2017
be natural by ProLinc STAND S5
Alterna Haircare STAND D11
Cindarella Paris Furniture STAND G11
pr o duc t launch
Check out more products at www.professionalbeauty.ae Professional Beauty GCC January 2017
027-033 PBGCCJAN17 Show Products.indd 27
23/12/2016 14:33
/madi.international
madi_intl
madi_intl
/madiintl
Professional Beauty GCC Exhibition
professionalbeauty.ae
29 N EW 2017
pr o duc t launch Gharieni STAND A19 Ericson Laboratoire STAND S5
Depileve STAND T1 Fleur's STAND D5
N EW 2017
HollyBeth Organics STAND D19
pr o duc t launch
Dermafirm Inc. STAND KP27
Eminence STAND D11
N EW 2017
Goldwell STAND T1
pr o duc t launch Elim Spa Products STAND D21 Germaine De Capuccini STAND H28 Italwax STAND E19
Tiddley Pom Organic Baby Spa STAND D19
Elemis STAND J7
Check out more products at www.professionalbeauty.ae Professional Beauty GCC January 2017
027-033 PBGCCJAN17 Show Products.indd 29
23/12/2016 14:37
Professional Beauty GCC Exhibition
professionalbeauty.ae
31
Leighton Denny STAND S5
Mitchell and Peach STAND D19 Kevin.Murphy STAND T1
Mehron STAND T1
Kemon STAND T1
Nanogen STAND U25
Joico STAND S5 Nashi STAND T1
N EW 2017
pr o duc t launch
Living Nature STAND D19
Less is more by Brandhuber & Trummer STAND D19
LCN STAND T1
Magnifibres STAND U25
Check out more products at www.professionalbeauty.ae Professional Beauty GCC January 2017
027-033 PBGCCJAN17 Show Products.indd 31
23/12/2016 14:43
Untitled-66 1
15/12/2016 17:36
Professional Beauty GCC Exhibition
professionalbeauty.ae
33 Philip Kingsley STAND S5
N EW 2017
pr o duc t launch
Regrowz STAND U21
Orli Massage Candles STAND J1
Phytomer STAND D5
Reviderm STAND D10
Real Techniques STAND D11
Salt of the Earth STAND C19
Rock & Ruddle STAND D19
Zoya STAND D11
N EW 2017
Provoc Make-Up STAND T7 Vivandi STAND S17
Thalgo STAND T1Â
pr o duc t launch
Phorest Salon Software STAND R5
Check out more products at www.professionalbeauty.ae Professional Beauty GCC January 2017
027-033 PBGCCJAN17 Show Products.indd 33
23/12/2016 14:45
GCC
For your beauty, hair and spa business
GCC
6 months FREE subscription to Professional Beauty GCC Magazine for all industry professionals by visiting: www.professionalbeauty.ae/offer *T&C’s apply: Valid until 29th February 2017
Stay connected to the beauty industry by visiting: /PBGCC
@PBGCC
@PBGCC
www.professionalbeauty.ae PBGCC17 A4 Subs Ad.indd 1
29/11/2016 13:06
Untitled-99 1
22/12/2016 14:14
business tips
professionalbeauty.ae
37
Ask the experts Our experts answer an array of questions about every aspect of running a successful salon or spa business
Thanks to the party season, we had a really busy December. How can I keep this momentum going in January?
T
he fashion industry keeps the momentum between high and low peak periods by staying fresh and exciting. Similarly, the beauty industry needs to come up with a dramatically new look and feel, enticing offers, and innovative service focuses as it transitions into January. In the case of TNS, while our December campaign focused on outside-in beauty, our January campaign focuses on inside-out beauty. The bright red and bejewelled palette of December gives way to a nude palette of light pinks in January. Being experiential, beauty salons and spas can also keep the momentum going by being aware of their client’s physical and emotional needs around this time of year. Thanks to the intensity of December with travel, holiday gifting, families visiting, and endless parties, our clients are financially, physically and emotionally drained by the time January comes around. Clients are looking for deals, savings for the rest of the year, physical healing, emotional rejuvenation and opportunities to improve themselves. In January at TNS we look forward to launching our “Fresh Start” campaign in which all our Be-YOU-TY Bonus members can enjoy savings on all detox or relaxation related treatments such as massages and facials. And TNS clients who spend more than 280 AED during the first week of January get to enjoy a complimentary massage or facial on us. The “Fresh Start” nail art collection also includes a
completely nude nail design called “No Polish Please” to urge our clients to improve the health and condition of their nails by letting their nails breathe. Instead they can opt for natural nail therapy or an almond oil treatment instead of the traditional manicure. Being the month of new beginnings, January is a month when clients are hopeful, optimistic and determined to have a positive year ahead. This is the perfect time for beauty-service companies to restate their values and illustrate their commitment to new and improved customer experience. For example this January, TNS is running a parallel campaign called “NEW TNS, NEW YOU” which urges our clients to Tick off their TNS New Year Resolutions to make their TNS experience more convenient in 2017. In the spirit of the New Year, we are asking our all clients to check of their TNS New Year Resolutions by: 1. Downloading our new TNS app 2. Visiting our new and revised website 3. Enjoying our more user-friendly Be-YOU-ty Bonus programme 4. Downloading our new TNS menu 5. Saving the number of our new and improved call centre 6. Purchasing our new #TNSADDICT beauty packages that offer immense savings to regular clients Sehr Karim is marketing director at the House of Enspa, which offers training, franchising, marketing and distribution through its Espai arm and is also the holding company for successful UAE grooming chains Marquee and TNS.
DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS? Send your question about absolutely anything to do with running a beauty business to emma@professionalbeauty.ae
Professional Beauty GCC January 2017
037-041 PBGCCJAN17 Ask the Experts.indd 37
23/12/2016 14:46
Untitled-95 1
22/12/2016 13:44
business tips
professionalbeauty.ae
39 Are cotton towels the most hygienic option for my spa?
T
V
ideo-sharing website YouTube is an exciting space in the world of make-up, with more and more Make Up Artists inspired to share their work and learn new tricks by watching other talented individuals. However, for a make-up artist who works in salon, it can be seen as a negative medium that can potentially drive away business because its accessibility means consumers may be less likely to seek out a professional. But there’s no reason why YouTube can’t complement your salon’s make-up services to provide a wellrounded experience for clients. Getting your make-up done by a professional is a treat, so visits to the salon will always be popular, but in today’s digital age you need to offer more. Creating a YouTube channel with your salon’s make-up tutorials on it will get your name out there to potential customers and position you as the expert, encouraging clients to choose you over other MUAs when they want to have their make-up professionally applied. It’ll also allow you and the client to work together. You can upload looks frequently requested by customers while clients may see your take on a popular trend and have it done in salon for a special occasion. The main thing is you shouldn’t be afraid of starting a channel. Instead you should use it to your advantage – to expand your offering and inspire new and existing customers. It can only help boost your business. Lisa Dodds is founder of NKDb by 4th Base Cosmetics, a professional range of make-up products and treatments available in salons and spas. Dodds also has an ambassador programme that helps beauty professionals become entrepreneurs.
Easydry
How can I use YouTube to raise awareness of my salon’s make-up services?
owels are a vital tool in the client experience but questions have been asked on a global scale about the hygiene level of cotton towels in the salon and spa environment. As a result, it’s natural that you might be looking into options that are sanitary for your spa. Cotton towels can harbour germs when in warm, damp environments, such as in a laundry basket where they can lay crumpled together for some time. The weave of a cotton towel, with its ridges and grooves, is an ideal breeding ground for bacteria and some can survive even when they’ve been laundered – super bug MRSA can survive many detergents and temperatures as high as 60 degrees. The only way to eradicate germs is to use detergent and a very hightemperature wash cycle for each towel after use. However, this can be time consuming and costly. If you offer treatments such as aromatherapy in your business, you may also struggle to remove oils from the towels under normal laundry conditions and this can be a fire hazard in a warm laundry room. A good alternative is disposable towels. They are made by hydro-entangling fibres using high-pressure jets, which kills bacteria and gives a smooth finish, leaving no space for germs to fester. Disposable towels can also save your spa time and money compared to cotton options and traditional laundry methods.
Anne Butterly is founder and chief executive of Easydry, which provides disposable, eco-friendly towels, including manicure, thermal and bath towels, to salons and spas.
DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS? Send your question about absolutely anything to do with running a beauty business to emma@professionalbeauty.ae
Professional Beauty GCC January 2017
037-041 PBGCCJAN17 Ask the Experts.indd 39
23/12/2016 14:46
Innovative and most natural (BDIH certified) award winning skincare from New Zealand. The range includes extensive professional spa treatments, retail products and make up.
Certified organic award winning salon professional and homecare products made in Austria. Biologically exquisite, naturally pure, functionally highly effective, professionally unique and progressive! in all aspects.
Halal certified phyto-cosmeceutical healing and beauty oil blends for advanced therapeutic spa massage treatments and retail, manufactured in Morocco and created by a Professor of Pharmacognosy.
Fashionable beautifully designed natural bristle hairbrushes made in the UK, offering extensive range of colors and design themes.
!"# $%&'&("# )*+# $)%(*"%# ,-(.# /")0(1# )*+# ,"22*"33# /%)*+3# &4# *)(0%)2# )*+# &%5)*-6# concept certified by the World’s top certifying institutions. !"# )%"# $)33-&*)("# )/&0(# $%"'-0'7# 3)4"7# 80)2-(1# )*+# 0*-80"# $%&+06(3# (.)(# are efficacy-driven due to their highest grade powerful natural and organic ingredients. Our brands are also certified by ESMA and Dubai Municipality and are ready for distribution and retail across the UAE and GCC.
EXCLUSIVE DISTRIBUTOR IN THE GCC T: +971 4 4516218 | E: admin.ae@wellnessunited.com | www.wellnessunited.com
MEET US AT THE PROFESSIONAL BEAUTY GCC 2017 SHOW, STAND D-19.
professionalbeauty.ae
business tips
41
What’s the best way to apply Russian volume lashes on a client who is short on time?
V
olume lashes are in demand and for good reason. The technique can be tailored to the client’s wishes, whether it’s a boost on the natural lash set or a fuller lash look altogether. Despite the many benefits of the Russian volume technique, the main issue facing many lash technicians is the time needed to complete the treatment. For anyone who is worried about completing a high-quality volume treatment for clients who are short on time, there are a few things you can do. Firstly, invest in a fast-setting adhesive and practise using it because eventually your time taken for application will improve dramatically, plus the repetition will help build your confidence with the adhesive. Secondly, make sure you’re using the right tweezers to suit your style because once you do, it makes picking
up multiple lashes so much easier. You can also reduce treatment time by narrowing your treatment area. For example, if you place all your essential tools in one easy-to-reach area, you reduce movement, allowing full focus on lash application. At Nouveau Lashes we’ve created a treatment that delivers all the benefits of the Russian Volume treatment but in half the time. Our new SVS (Speed, Volume, Style) treatment achieves stunning lash looks in as little as 45 minutes while still incorporating the allimportant volume technique. PB Bridgette Softley is co-director of Nouveau Lashes and has more than 30 years’ experience in the lash industry.
DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS? Send your question about absolutely anything to do with running a beauty business to emma@professionalbeauty.ae editorial@professionalbeauty.co.uk
Professional Beauty GCC January 2017
037-041 PBGCCJAN17 Ask the Experts.indd 41
23/12/2016 14:47
3950 PBGCCWSW Convention_Master DPS_A4.indd 2
29/11/2016 14:39
It’s time for the spa industry to come together The World Spa & Wellness Convention returns on 6-7 February 2017 to The Meydan Racecourse, Dubai To view the programme and to book your delegate pass visit www.professionalspawellness.com/dubaiconvention
With thanks to our sponsors:
3950 PBGCCWSW Convention_Master DPS_A4.indd 3
Taking place at:
29/11/2016 14:39
Professional Spa & Wellness 2017
professionalbeauty.ae
44 M O N D AY 6 F E B R U A RY - R I S E A S A M A N A G E R Andrew Barge
TIME
TITLE
8:00
GREET THE DAY YOGA SESSION
10:00
CHAIRMAN’S OPENING REMARKS
MARK MOLONEY, Managing Director, Professional Beauty/Professional Spa & Wellness
10:05
ORIENTATION
JEAN-GUY DE GABRIAC, chief executive and founder Tip Touch International
10:10
MANAGE & BOOST YOUR FITNESS OPERATIONS
CHAIR: ANDREW GIBSON, vice president of spa and wellness, FRHI Hotels and Resorts
Andrew Gibson
Join a regional initiative to learn how to manage and boost your fitness operations
Anni Hood
SPEAKERS
CEDRIC BETIS, director of wellness, Jumeirah Group (Dubai) SARA ALMODAIMIGH, founder & CEO, KORE (Saudi Arabia)
Baptist De Pape
11:00
anage your emotional intelligence with the power of the heart 11:30
Bastien Gonzalez
Beverley Spencer
12:20
LUNCH AND NETWORKING BREAK
15:20
MANAGE YOUR GM/OWNERSHIP
Develop a proactive mind-set to anticipate your GM’s or owner’s needs
16.10
BAPTIST DE PAPE, author of acclaimed Power of the Heart
CHAIR: CHRIS KEIFER, general manager MANAGE THE STRESS OF YOUR GUESTS & YOUR TEAM Dreamworks Spa and Zen Yoga Learn how to create stress management programs and wellness activities for your guests and your staff
Sammy Gharieni
Chase Webber
KEYNOTE SPEAKER
ANDREW BARGE, director of leisure Marriott Hotels SHABANA KARIM, owner/founder House of Enspa
PAUL HAWCO, director of Talise Spa operations Jumeirah Group (Dubai) DR CHASE WEBBER, corporate spa manager Constance Hotels (Mauritius) BEVERLEY SPENCER, spa director Cleopatra Spa (Dubai)
CREATIVE NETWORKING SESSIONS
Two meeting rooms, four topics and some of the most experienced operators in the industry
Talal M Bin Ali
Jean-Guy de Gabriac
Lindsay Madden-Nadeau
17.10
TOPIC: Fill your white space with spa marketing and revenue management
NEIL HEWERDINE, head of spa and wellness Waldorf Astoria
TOPIC: Master the main KPI’s and leverage your performance
LINDSAY MADDEN-NADEAU, director of Spa Integration and Operations FRHI Global
TOPIC: Generate higher profits with High Tech & High Touch
SAMMY GHARIENI, CEO Gharieni
TOPIC: Help your team grow... or watch them grow
KAREN GOLDEN, Belgravia Leisure (Australia)
COFFEE BREAK AND TAKEAWAYS FROM THE CREATIVE NETWORKING SESSIONS
One day pass: USD $200 or 750 AED Two day pass: USD $340 or 1,250 AED Professional Beauty GCC January 2017
044-045 PBGCCJAN17 Spa Conference.indd 44
23/12/2016 14:48
Professional Spa & Wellness 2017
professionalbeauty.ae
45 T U E S D AY 7 F E B R U A R Y - S H I N E A S A L E A D E R TIME
TITLE
SPEAKERS
8:00
GREET THE DAY THAI CHI SESSION
9:00
THE BREAKFAST CLUB
Exchanging best practices and methods that have worked for your business
DR. SANJAY KHANZODE, member of council experts - International Spa Operations, Hyatt Spas Asia Pacific (Bali) CHRIS KEIFER, general manager, Dreamworks Spa and Zen Yoga
Cedric Betis
Mark Moloney
VANESSA STOESSEL, director of wellness and spa Projects, MSpa International 10:05
11:10
LEAD TOWARDS EXCELLENCE ANDREW GIBSON, vice president of spa and wellness “One on one, heart to heart conversation to touch lives with a passion & dedication for the art of hospitality… elevated.”
FRHI Hotels and Resorts
LEAD AND EMPOWER YOUR TEAM
CHAIR: NIAMH O CONNELL, group vice president Rosewood Hotel Group (Hong Kong)
Guidelines for mastering strategic activities and helping your staff grow
Neil Hewerdine
SIMON CASSON, president Four Seasons Hotels & Resorts Niamh O’Connell
TODD HEWITT, group spa director Shangri-La (Beijing) KAREN GOLDEN, regional director, spa and wellness Belgravia Leisure (Australia)
Paul Hawco
BASTIEN GONZALEZ, CEO and founder BGA Corp (Dubai) 12:10
LUNCH AND NETWORKING BREAK
15:10
LEAD YOUR COMMUNITY How wellness values, activities and programmes are boosting real estate projects
Shabana Karim
CHAIR: ANNI HOOD, chair global wellness tourism initiative the Global Wellness Institute DAMIEN LATHAM, CEO of the leisure and entertainment division Majid Al Futtaim (Dubai)
Sharon Barcock
IAN BREWIS, Vice President Technical Services, Dusit International 16:00
CREATIVE NETWORKING SESSIONS
Simon Casson
Two meeting rooms, four topics and some of the most experienced operators in the industry
17.10
TOPIC: Retail strategies that make a difference
VANESSA STOESSEL, director of wellness and spa projects MSpa International
TOPIC: Master the main KPIs and leverage your performance
SHARON BARCOCK, director of spa & fitness operations & development MEA Hilton Worldwide
TOPIC: Run profitable & sustainable operations with best practices & a benchmarking tool
TALAL M BIN ALI, founder & president Enayacare
TOPIC: HFill your white space with spa mareting tactics and revenue management
DR. SANJAY KHANZODE, member of council of experts international spa operations Hyatt Spas Asia Pacific
Ian Brewis
Todd Hewitt
COFFEE BREAK AND TAKEAWAYS FROM THE CREATIVE NETWORKING SESSIONS
Vanessa Stoessel
www.professionalspawellness.com/dubaiconvention Professional Beauty GCC January 2017
044-045 PBGCCJAN17 Spa Conference.indd 45
23/12/2016 14:48
."%& */ *5"-:
"TL NPSF PG ZPVS DPMPS XJUI *OOPWBUJPO &WP *UBMZ &YDMVTJWFMZ %JTUSJCVUFE #Z .JMMJB $PTNFUJDT Email : millia99@eim.ae , Website : www.milliacosmetics.com
Bur Dubai
Jumeirah Al Diyafah Street. Tel : +971 4 351 13 30 Fax : +971 4 351 13 39
Dubai - Deira
Abu Baker Al Seddeek Str. Tel : +971 4 269 59 55 Fax : +971 4 269 59 57
Sharjah
Al Majaz - Jamal Abdul Nasser Str. Tel : +971 6 559 50 60 Fax : +971 6 559 58 83
Ajman
Shiekh Khalifa Street Tel : +971 6 740 88 28 Fax : +971 6 740 88 21
professionalbeauty.ae
visual merchandising
47
Make your retail space count A good retail display can dramatically increase your revenue. Industry expert Susan Routledge explains how
S
ometimes in our industry, it’s easy to be so focused on providing great services that we neglect our product range. As business owners we focus more on looking to build profitable, long-term relationships with our clients, this is a huge mistake: customers who buy products are twice as likely to stay loyal. And despite constant warnings that we’ve shifted to an online economy, research from 2016 shows that 71 per cent of shoppers want to buy a product in a nearby store rather than go online. That’s your store they’re talking about. So spruce up that retail display. It might feel like a small part of your business, but it has the potential to dramatically increase your revenue without having to find extra clients.
Do your research If you’re not sure where to start, then take to the internet. Browse pictures of retail displays and pick out ones that look effective, perhaps using a tool like Pinterest to help. Can you replicate their impact? Spend some time thinking about who you’re selling to. Do you know your customers’ lifestyles and habits inside-out? Are you marketing to the right segment of your clientele?
Once you’ve collected some inspiration, start planning your display. Why not sketch things out so you have a clear goal before putting things in place? Planning anything well is essential to your success.
Use space to your advantage However big or small your retail area is, try to make it a focal point. When clients are waiting for their appointments and, especially, when they have their credit card in their hand ready to pay, does their eyeline fall naturally on your product range? If it doesn’t, then consider moving things around or simply help shift people’s gaze with a really eye-catching display. Point of purchase displays are responsible for 80 per cent of all impulse buys so encourage those impulses! Put yourself in your clients’ shoes – what does it look like to view your product display as a customer? Exactly where are your eyes drawn to? Be certain that your bestselling products are in your prime space, not hidden slightly out of focus with lesser lines in the way. Really spotlight items that will sell best. This could literally mean highlighting certain products with clever lighting or perhaps using stand-out, brightly coloured arrows pointing to a star purchase. Use your imagination!
Professional Beauty GCC January 2017
047-049 PBGCCJAN17 Visual Merchandising.indd 47
23/12/2016 15:58
Untitled-87 1
20/12/2016 13:54
visual merchandising
professionalbeauty.ae
49 There are lots of ways to show customers a product is popular. For example, if you display a new box of ten identical products, take a couple of them out so it looks like they’re going quickly. Keep everything spotlessly clean and don’t hide your prices – if you do, expect to lose an incredible nine out of every ten possible sales.
Delight the senses Once a customer is in store, we can learn from various retailer tricks that help convince people to buy. Many of these involve appealing to the senses and that gives our sector a huge advantage because all our products look, feel and smell great. Ever heard of the rule of three, or the Pyramid Principle? In the rule of three, stores group three items together in a symmetrical layout, because this symmetry helps buyers’ eyes settle in one place. The Pyramid Principle takes a similar concept but places one central item higher, forcing the gaze to start at the top and work its way down. Unsurprisingly, 85 per cent of shoppers prefer to buy in-store because they can touch and feel products. So don’t be afraid to put products where clients can touch them as this helps to break down the psychological barriers to making a purchase. The same goes for scent – smell is a known “fast track” to the powerful part of the human brain responsible for emotion and memory. For beauty products in particular, making a small selection of testers available is a great idea. And don’t forget about sound either – eight out of 10 people buy more when music is playing and the type of music you play can influence both moods and buying habits.
Manage stock wisely Keep things simple. Offering too wide a selection of products is overwhelming for clients and for staff and often results in a chaotic-looking display. This might mean you need to be honest and cut a few of those poorly-selling lines taking up space. But what can you do with them? Firstly, do you understand why they’re not selling? It could be that your team simply doesn’t know enough
about the product. With a bit more first-hand experience, they might become strong advocates who help make informed buyer choices. Studies show that 90 per cent of shoppers are likely to make a purchase after assistance from a knowledgeable staff member, so a well-briefed team makes a big difference to your bottom line. But if you really can’t shift something, why not try bundling two or more products together as a good-value gift set? Or gather up lots of less popular lines, and maybe one or two more popular ones, to create desirable hampers for a prize draw. You could even donate excess profits to a local charity. Think about turning slower sellers into gifts to go alongside purchases of, say, two other items at a minimum spend. And it’s perfectly acceptable to move on larger collections of stock by selling them privately, either to other salons or through online marketplaces. But my tip is to always do this in bulk, rather than wasting valuable time listing and posting individual items. Crucially, once you’ve depleted your stock of items that weren’t selling, don’t buy any more! If any of your clients are particularly disappointed, you can always arrange to get them in by special order.
How did you do? With a dazzling, multi-sensory display featuring only products that you know sell well, all stocked by knowledgeable staff, you’re well on the way to getting the most out of your retail feature. But now is not the time to sit back and congratulate yourself. It’s critical to keep changing things up as over-familiarity with your range will slowly chip away at your revenue. Plan to freshen up your displays each season and keep trying out new ideas, measuring their effectiveness as you go. PB Susan Routledge has over 30 years experience as a spa and salon consultant as well as managing her own award winning salon in the UK. Susan will be speaking at the Beauty Conference with a team of UK experts at Professional Beauty GCC on February 6 & 7 at The Meydan Racecourse Dubai this year.
Professional Beauty GCC January 2017
047-049 PBGCCJAN17 Visual Merchandising.indd 49
23/12/2016 15:59
Untitled-67 1
15/12/2016 17:37
Beauty Conference Dubai 2017
professionalbeauty.ae
51
BEAUTY CONFERENCE DUBAI 2017 The much-anticipated Beauty Conference returns at the Professional Beauty GCC exhibition in February, bringing a jam packed, two-day programme.
T
he much-anticipated Beauty Conference returns at the Professional Beauty GCC exhibition in February, bringing a jam packed, two-day programme. Carefully created based on a reader survey sent to Professional Beauty readers and exhibition attendees, the programme will include business-focused, 45 minute sessions covering crucial topics to inspire practical solutions for success for your beauty business, whether you are from hair, nails or spa. Based on your requirements, topics will include building your business with social media, inspiring your team and retail secrets. Attendees will be able to learn from both international and local experts. There will also be a daily panel debate, over the course of the two-day conference where visitors can join discussions on key issues facing the industry. Join our panel of experts and PB Ambassadors for a live debate. Send your questions for the panel in advance to emma@ professionalbeauty.ae Sessions can be booked individually (limited seats available) at AED60/ $16 per session.
SPEAKERS IN THE SPOTLIGHT Susan Routledge, Director at Susan Routledge Consultancy With over 30 years experience in building her own and other salons to awardwinning standard, Susan will guide you through 20 quick and easy, proven ways to consistently turn clients into raving loyal fans and ensure your business is always cash rich with far less effort than you can imagine, leaving you more time and freedom.
Catherine Trebble, Website and Social Media Expert Catherine Trebble is an experienced website and social media consultant, author and international speaker. Catherine runs workshops, courses and online programmes to teach salon, spa and cosmetic practice professionals how best to market their businesses online. Catherine is
also the best-selling author of the ‘Guide To Marketing Your Cosmetic Practice Online‘ and ‘The Full Appointment Book Step-By-Step Marketing Course‘.
Jean Pierre De Villiers, Peak Performance Strategist Jean-Pierre De Villiers is a Coach, Peak Performance Strategist, Speaker and Author. Jean-Pierre or JP as he is known, educates people around the world, teaching them how to live a healthy, successful and fulfilled life as part of his personal mission. JP has captivated audiences internationally, speaking about his passion for living a fulfilled life, inspiring people to be extraordinary, in all the areas of their life. JP has over a decade of experience in personal coaching; he also speaks, and runs events, retreats and challenges all over the world. Jean-Pierre works with people who want to maximize their potential, providing them with the strategies to build and maintain a peak performance body and mind.
Pete Scott, Performance Coach and Sales Expert Over the last few years Pete has emerged as one of the leading experts in the spa & beauty industry in how to inspire your team to new heights, double your retail sales and overall create an inspired team. It is without question that when you attend his session you will walk away with a full notepad of some of the most cutting edge ways to lead your team, boost performance and create the results you truly deserve. Make sure you are ready to ask questions, get involved and be inspired!
Stefania Rossi, Award Winning UK Salon Owner ‘Utopia Beauty & Advanced Skincare Clinic’ Stefania Rossi is the Owner of the award winning salon, Utopia Beauty & Advanced Skincare clinic in Hornchcurch, Essex. Utopia was crowned Professional Beauty Employer of the Year 2016 and was awarded iiaa Salon of Excellence 2016. Her background is not in the beauty industry. In fact her career started in the
Professional Beauty GCC January 2017
051-053 PBGCCJAN17 Salon Middle East.indd 51
23/12/2016 14:54
Office 1302, 48-Burj Gate, Burj Khalifa Tel: +971 4 3435999 Email: info@alonwan.net www.alonwancosmetics.com 055 Al Onwan.indd 1
True Keratin UAE
truekeratin_uae
al onwan
alonwancosmetic
21/12/2016 17:32
Beauty Conference Dubai 2017
professionalbeauty.ae
53 hospitality industry in Italy at the young age of 17. She relocated to London when she was 19, and progressed into Restaurant management and hospitality recruitment for 8 years. She then spent over 15 years within the Learning and Skills sector in senior management roles and particularly specialising in managing teams and business development and transformation. Her roles in the corporate world involved negotiation and influencing with stakeholders, partners, funding agencies to develop new business opportunities, with a strong focus on performance management.
Deborah Whitehead, Owner and Founder of Gloss Academy & Training, Dubai Deborah has been in the industry since she was sixteen years old, beginning in the UK. Deborah then moved with her family to Dubai in 2011
and set up Salon Educators in 2011 in Jumeirah Lake Towers. Deborah and her team have since re-located and launched Gloss Academy and Salon – a 2 story salon on Al Wasl Road which accommodates a training academy for aspiring hairdressers and a hair and beauty salon.
Ruksher Malik, Founder of Pastels Salon, Dubai Ruksher Malik is the co-founder of the highly successful and award-winning Pastels Salon brand. She spent two years training in London at the most acclaimed hair academies, namely Vidal Sassoon, Toni & Guy, The LOreal Technical Academy, Nicky Clarke, Morris masterclass international and Complections international. After establishing a successful salon in India, Ruksher relocated to the UAE in 1996, setting up the Pastels Salon brand with business partner Steven Chan in 2004.
BEAUTY CONFERENCE TIMETABLE MONDAY 6 FEBRUARY 10.30 - 11.15
Catherine Trebble
How to create 30 days of social media content in 30 minutes
11.30 - 12.15
Jean Pierre De Villiers
The principles of peak performance: how to inspire your team to greatness
12.30 - 13.15
Susan Routledge
Client retention
13.30 - 14.15
Deborah Whitehead
The importance of stock control
14.30 - 15.15
Stefania Rossi
What makes a good employer?
15.30 - 16.15
Pete Scott
Maximising on sales
16.30 - 17.15
PB Ambassadors Panel Discussion
Key ways to boost your business for 2017
TUESDAY 7 FEBRUARY 10.30 - 11.15
Susan Routledge
20 top tips to generate more cash, more clients and more freedom for your business
11.30 - 12.15
Stefania Rossi
The importance of educating staff in your salon
12.30 - 13.15
Ruksher Malik
The importance of introducing wellness into your salon
13.30 - 14.15
Pete Scott
How to upsell
14.30 - 15.15
Jean Pierre De Villiers
The C's in success: how to be successful at anything in life
15.30 - 16.15
Catherine Trebble
Marketing on a budget
16.30 - 17.00
PB Ambassadors Panel Discussion
Regional trends - what’s hot, what’s not for 2017
PB AMBASSADORS
Maria Dowling Owner Maria Dowling Salon
Salina Handa Founder SensAsia Spa
Mona Mirza Founder Biolite Aesthetic Clinic
Jamilla Paul Creative Director Glamour Salon
Tara Roux Owner Kalm Holistic Beauty Salon
Galina Spierling Owner Galina’s Beauty Salon
Tickets are priced at AED60/$16 per session To register your interest and to book tickets visit: www.professionalbeauty.ae/beautyconference
Professional Beauty GCC January 2017
051-053 PBGCCJAN17 Salon Middle East.indd 53
23/12/2016 14:54
Untitled-101 1
22/12/2016 14:22
HAIRDRESSERS JOURNAL INTERNATIONAL INSPIRING TODAY’S HAIRDRESSER
MAKE 2017 A SUCCESS
50 top tips from industry experts Note from the Editor
W
here has the last 12 months gone? I can’t believe 2016 has come to an end - and what a year it has been! New trends and interesting product innovations have been thrown into a melting pot of economic challenges and business opportunities. We have all had to make difficult decisions, as well as exciting choices to make 2016 a success. So how has it been for you? As we look forward to a new year, now is the perfect time to sit back and reflect on what has worked for you and your team - and what hasn’t.
professionalbeauty.ae
055 PBGCCJAN17 HJCover.indd 55
We asked a selection of salon owners what was the best business decision they made - turn to page 56 for stories that might inspire you. Hope you enjoy the issue, we’ll see you in 2017! Thanks,
JANUARY 2017
55
24/12/2016 10:18
SHUTTERSTOCK
Business
Make 2017 a Success Follow these 50 top tips to ensure your business is a success for the next 12 months and more Create a team training programme Anya Dellicompagni, Francesco Group
Ensure you communicate with your team and find out exactly what they require in terms of training – it’s them that will be the beneficiaries of this.
1
4
2
5
Look back at your previous year and assess what worked well within your current training programme and what didn’t – there is always room for improvement. Look at areas which you feel need improvement or need more time spent on them, and ensure you are giving these more attention.
56
3
JANUARY 2017
056-061 PBGCCJAN17 HJ Make 2017 A Success.indd 56
Create a positive environment for your team to train in. As much as training is a serious issue, it is essential that you create an atmosphere of positivity to encourage your team and motivate them to succeed.
“There is always room for improvement.” Anya Dellicompagni
Provide your team with the best learning materials you can, to ensure they have everything available that they need to succeed. professionalbeauty.ae
23/12/2016 15:16
Business Plan and invest in your management strategy Nergish Wadia-Austin, PHAB Standards
“Spend time with each team member to catch up on their personal goals for the year.” Nergish Wadia-Austin
SHUTTERSTOCK
Managers should re-read all of their services, treatments, packages, products, tools, gift vouchers, price lists, website, trading hours, contact details and update all information.
13
The manager needs to update the salon consultation by category (hairdressing, colouring, manicures, etc.). Learn it by heart. Teach it to the team and ensure that everybody is using it.
14
Hellen Ward, Richard Ward Hair & Metrospa, London Develop further specialities. I’m convinced that the way to protect our price point in 2017 is to further specialise. Marketing your team expertise properly on your website is the key to attracting clients who are prepared to pay for specialist services.
7
Create added value packages. Critical to our business strategy is the ethos that 80% of our future revenue comes from 20% of our loyal clients. Working with the team to maximise how you tailor-make grooming packages to add value to customers and capitalise on their spend should be a clear goal for you this year.
Create a wall chart outlining all the busy periods for the year ahead (using past KPI trends) limiting staff holidays, key trade show dates, key team member celebration dates etc. By doing this at the very beginning of the year you avoid disappointment, arguments and are able to plan better.
12
Incentivise your team and your clients
6
11
“I’ll be heading to major UK and international exhibitions to pick up ideas on what’s new and exciting in the hair and beauty sector.” Hellen Ward
Spend time with each team member to catch up on their personal goals for the year and make time to see that their targets in services and sales will take them closer to their personal goals.
15
The manager needs to be a customer in their own salon and have each of the treatments on offer on their price list, just to experience exactly why some treatments are more popular than others and why some team members are more popular than others.
8
Create bespoke incentives. Not every carrot is financial as everybody’s circumstances are different. Some team members want to be incentivised through time off or career development, for instance.
9
SHUTTERSTOCK
Introduce new services. I’ll be heading to major UK and international exhibitions to pick up ideas on what’s new and exciting in the hair and beauty sector. As a managing director it’s your responsibility to keep your team informed, and most importantly inspired! Also, benchmark your services and pricing against the competition.
10
Celebrate length of staff service. It’s important to nurture home-grown talent and reward team members for their loyalty. professionalbeauty.ae
056-061 PBGCCJAN17 HJ Make 2017 A Success.indd 57
JANUARY 2017
57
23/12/2016 15:17
INTRODUCING
Altearah Distribution Middle East | T: +971 4 399 5930 | agnes@altearah.com Visit us at Professional Beauty GCC at The Meydan Racecourse, Dubai February 6 & 7, 2017 Stand Number: D18 Untitled-82 1
20/12/2016 12:18
Business SHUTTERSTOCK
Put together a marketing plan Penny Etheridge, Radiant Hair Consultancy
16
Before introducing any marketing scheme, involve the team and get ideas flowing. Discussing what strengths lie behind doing a campaign will help your team realise the importance of carrying out all promotions properly.
17
Check back to make sure your marketing is working. Ensure all the right boxes have been ticked before, during and after your marketing.
18
Become consistent with your marketing. Set up a marketing calendar and keep to it. Split the year into four parts, make sure every part of the year has marketing activity planned within it.
19
Is the marketing right for your business right now? Don’t do anything just because you think everyone else does.
20
Does your marketing campaign excite you – is it sexy? If you and your team find a marketing promotion attractive, your clients will too!
Improve client loyalty
Attract new clients
Mary K Roberton, Successus professional salon consulting services
Valerie Delforge, Delforge + Co
21
Create a visual board with your dream clients: What do they look like? Where do they go? What social media do they use? The clearer the vision, the clearer the communication to them.
“Split the year into four parts, make sure every part of the year has marketing activity planned within it.” Penny Etheridge
22
Get your team involved. They are a great influence. Get them involved in your dream client board and think of how to generate interest in your business.
23
Manage your reviews. The biggest influence to attract new clients is to encourage reviews from every aspect of your customer journey.
24
Connect with your local influencers. These are your word-of-mouth customers. They do the marketing for you! When you work out your dream client, think of who your influencer would be in that category. Perhaps you have a customer with a huge social media following?
25
Be part of your community. Sponsor the local football team, get involved with other businesses to fund the Christmas lights. Whatever you do, be the one that has a voice, a presence in your local community.
professionalbeauty.ae
056-061 PBGCCJAN17 HJ Make 2017 A Success.indd 59
“Connect with your local influencers. These are your wordof-mouth customers.” Valerie Delforge
26
Key to client loyalty is investing in your team, education and wellbeing, which in turn is an investment in your clients.
27
Give your clients reasons to talk about you and make them proud of being a regular at your salon. This can be achieved in a number of ways — local press, charity work, industry competitions, company ethos on eco-friendly practices and introducing new USPs.
28
Avoid complacency by trying fresh approaches to consultations and service. Have your team make a plan with their clients for the year, start them on an inspiring and creative journey, which will keep them locked in and engaged.
29
Keep your clients engaged by sending out a regular client rewards e-letter. Talk about trends, must haves, promotions, loyalty schemes, incentives and any exciting news from your salon.
“Key to client loyalty is investing in your team.” Mary K Roberton
30
Try revisiting your customer service policies and take a fresh look at ways you can make improvements. The small efforts quite often speak the loudest — they make the clients feel valued and important. JANUARY 2017
59
23/12/2016 15:17
Business Ramp up your retail sales
Introduce new services
Dan Rix, The Company of Master Barbers – HJ’s Retail Award winner 2016
Barrie Stephen, Barrie Stephen, Leicestershire
31
36
32 33
37
Do your product research and only stock lines that you are confident will appeal to your clients. Strive to provide interesting, good quality products at every price point.
Remember, display is a major key to achieving sales. Our window displays are second to none; we work very hard at creating eye-catching window tableaux.
34 “Do your product research and only stock lines that you are confident will appeal to your clients.” Dan Rix
Get to know as much as you can about every product you stock. When a client wants advice ensure that what you are telling them is factually true and give them an honest opinion as to why they should buy one product over another.
35
It is a matter of prime importance to ensure that you do your own thing; don’t ever be tempted to plagiarise or copy someone else’s approach. Plough your own furrow and create your own signature style.
Know your audience. We have five salons across the county, and these all have different personalities. From the upmarket town of Ashby where retail and luxury treatments fly, to the David Lloyd salon in Narborough where we also bring in beauty treatments which works well with the gym set. Have a concept. We went to New York and loved the barber scene there so I wanted to bring this back home. Rather than simply add it to the menu, I created a whole separate area in the salon, a ‘man den’, and this was key – it opened up a whole new clientele and revenue stream.
38
Sell to your stylists first. Any new service needs to be bought first by the people who will be selling it to clients. Whether it’s a new product, service or treatment – make sure your team have the education about it first so they understand it, and most importantly, love it.
39
Educate clients. You need to educate your clients from time to time about what you offer. We brought in a colour menu to showcase the types of services on offer with price points. While the services may not be brand new, it really shows a client what they can achieve with their hair, and is a great consultation tool.
40
SHUTTERSTOCK
Suit the salon. Make sure anything you bring in works with the salon. We had the space to bring the Barber Lounge into King Street, but not for our BStyled salon brand, so we brought in a barber chair to ensure we were still able to offer these services.
professionalbeauty.ae
056-061 PBGCCJAN17 HJ Make 2017 A Success.indd 61
“You need to educate your clients from time to time about what you offer, we brought in a colour menu to showcase the types of services on offer with price points.” Barrie Stephen JANUARY 2017
61
23/12/2016 15:18
Untitled-86 1
20/12/2016 13:49
SHUTTERSTOCK
Business
Plan a salon refresh Andre Dupratt, national sales manager, Takara Belmont
by offering clients the ultimate personalised experience, showcasing the professional expertise and point of difference when visiting the salon.
41
47
42
48
Inject some personality into your salon through the chosen colour scheme; bold and bright colours suggest an energetic, uplifting mood, while a more natural palette evokes a sense of calm and relaxation. Co-ordinate your furniture with your interior design. If your chairs no longer fit in with your new design aesthetic, have them re-upholstered to match or harmonise with your space.
43
New additions to your existing salon furniture and equipment can help to refresh or update your service offerings, in turn increasing revenue opportunities for the salon.
The shop window should be a strategic location to create desire and is the first step in the customer journey. Ensure that you focus on clearly showing the salon offering from the shop window and make sure your shop window is always clean – this may sound obvious, but it’s really important and often overlooked. 68% of women feel anxious when they enter a salon, meaning the role of receptionist can be a strategic one if supported with training. Think of the receptionist as a concierge for the salon.
49
Adding artwork, such as wall decals or paintings, and new light fittings are great ways to breathe new life into your salon, without breaking the bank.
86% of women consider the back bar their favourite moment in the salon so it should be regarded as one of the most important stages in the customer journey. Keeping the client informed and comfortable throughout their back bar experience will help ensure they enjoy their experience and overall salon visit.
45
50
44
Extend your design approach to the colour station and bathrooms and all client areas. This ensures the mood and ambience are consistent throughout the salon.
Think about the client journey Monica Teodoro, general manager at L’Oréal Professionnel and Salon Emotion
46
It is importance that every customer in the salon feels considered and recognised,
professionalbeauty.ae
056-061 PBGCCJAN17 HJ Make 2017 A Success.indd 63
“New additions to your existing salon furniture and equipment can help to refresh or update your service offerings.” Andre Dupratt
At the checkout stage of the customer journey, 51% of women feel rushed by salon staff*. This could be down to time pressures with a busy column, however, by ending the customer salon service by giving advice on product aftercare to maintain their style and colour and by offering to rebook them in for the next appointment, you are offering the client a bespoke service to keep them looking their best and getting the most out of your expert advice. * Source TNS study on “Women and hairstylists” in four countries 2012/data Client Wave panel UK 2012
“Keeping the client informed and comfortable throughout their back bar experience will help ensure they enjoy their experience and overall salon visit.” Monica Teodoro JANUARY 2017
63
23/12/2016 15:19
WEAR IT
WEARABLE HAIR FOR REAL WOMEN
64
JANUARY 2017
064-067 PBGCCJAN17 HJ Wear it Well.indd 64
professionalbeauty.ae
24/12/2016 10:08
WELL professionalbeauty.ae
064-067 PBGCCJAN17 HJ Wear it Well.indd 65
JANUARY 2017
65
24/12/2016 10:09
Untitled-97 1
22/12/2016 13:58
“This collection celebrates real women with real hair. Working with the hair’s natural texture and movement, rather than changing it.” RICHARD PHILLIPART
professionalbeauty.ae
064-067 PBGCCJAN17 HJ Wear it Well.indd 67
HAIR: RICHARD PHILLIPART FOR BABYLISS PRO MAKE-UP: ZOE TAYLOR STYLING: THEA LEWIS-YATES PHOTOGRAPHS: BEN RIGGOTT
JANUARY 2017
67
24/12/2016 10:10
LUXURY SPA PRODUCTS for HANDS, FEET AND BODY
UNIQUE& IRRESISTIBLE EXPERIENCE THE
SCENT
FOR MORE INFORMATION ON THE CUCCIO BRAND CONTACT: MARIE MOULDS EMAIL: info@cucciome.com TEL: +971 50 409 3837
cucciome.com PB DPS.indd 3
28/11/2016 11:03
Rebel REBEL RELIVE THE HEYDAY OF FASHION
professionalbeauty.ae
069-071 PBGCCJAN17 HJ Rebel Rebel.indd 69
JANUARY 2017
69
23/12/2016 15:31
“Inspired by the opulent mood and fabrics of Yves Saint Laurent’s autumn/winter collection, I used 60s and 70s Hollywood Strip heyday references, intermixed with the quintessential DNA of raw hair. Peppered with the influences of Bowie and the psych rock era, I fused hair textures, shapes and colours of this electro-infused, multi-directional era to create this fashion-led collection.” CRAIG CHAPMAN
professionalbeauty.ae
069-071 PBGCCJAN17 HJ Rebel Rebel.indd 71
JANUARY 2017
71
23/12/2016 15:33
opinion
professionalbeauty.ae
72
End goal 2017 will be a challenging year for all, so it’s important to set some clear business goals, says Maria Dowling
W
hen I was thinking about my column for the first issue of 2017, I felt it was important to address an important issue – goal setting. Times are challenging and now, more than ever before, we need to devise reasonable business goals, both long and short term. We know the value of goal setting, right? Yet, deciding on the right direction for your business is not so simple. It’s not just about making more money than last year (although that’s really important!), it’s about how you get there, how you thrive when the market is challenging and how you remain the number one choice for your loyal clients.
Professional Beauty GCC January 2017
072-073 PBGCCJAN17 Maria Dowling.indd 72
23/12/2016 14:55
opinion
professionalbeauty.ae
73
Here are my brief tips on goal setting for 2017:
1
Offer stocking fillers
This can be difficult when you’re busy, understaffed and/or lacking direction, but by taking some time out to think, your goals will be more achievable and effective.
2 Differentiate between short and long term goals It’s tempting to only plan quarter by quarter, and while this is essential, a successful business needs to make goals for up to five years too. Any dip in economy will pass so while we need to get through the immediate period, it’s also important to plan for the inevitable boost in economy.
3 Go back to your roots Think about why you started the business in the first place. Has your philosophy changed? By reevaluating your ethics and original goals you can often obtain a clearer picture of where you’re heading in the future.
4 Have customer-focused goals We wouldn’t have a business without our customers so make sure you include goals for improving customer service, satisfaction and retention.
5 Increasing profitability Financial goals are essential. Look at your overheads. Can you reduce them? Are you paying too much to your suppliers? Think about setting yourself a percentage increase over a three to five year period.
6 Plan for growth Do you have any expansion plans such as opening a new location or an increase in employees? How many outlets would you like by end of 2017, 2018 and beyond?
7 Philanthropic plans Charity work, such as raising money for the community, is becoming increasingly important for many organisations who want to give something back – so don’t ignore this in your planning. This could be anything from painting pink nails for Breast Cancer Awareness to selling ethically sourced products.
8 Short term goals are easier Once you’ve set long-term goals, break them down into more manageable quarterly objectives to give yourself a mental boost. After all, a goal set over two years can sound daunting, but if you break the elements down into shorter targets, the goal will seem more achievable and you are more likely to stick to it.
9 Set yourself a timeline Once you’ve broken these goals down, set regular reminders and action points for each goal, including who needs to action them and by when. I set myself deadlines in my diary so it’s constantly top of mind and reminds me to follow up.
10 Encourage sharing and caring You can’t achieve your goals alone. To be successful you’ll need the full support of your team. Ultimately, nobody will be as passionate as you are about your business, but employees who care about the business are more likely to help you achieve your goals. Create this culture by finding ways to inspire your team. Finally, remember to be realistic! Make sure your goals are achievable and measurable. Goals and directions can sometimes change to suit the environment so be flexible and respond to any challenges you face over the coming 12 months. Good luck!
Maria Dowling is creative director at mariadowling salon and has been a colourist for more than 20 years. For more information call: +971 4 345 4225
Professional Beauty GCC January 2017
072-073 PBGCCJAN17 Maria Dowling.indd 73
23/12/2016 15:49
JUST IN
“A Wish into Reality” Beirut, Lebanon Tel: +961 70 366 007 Untitled-94 1
www.eideal.com
Dubai, UAE Tel: +971 4 259 4665 22/12/2016 13:37
digital
professionalbeauty.ae
75
WEB MISTAKES With the majority of salons losing out on business due to poor online content, Fiona Vlemmiks discovers how to avoid the most common website blunders “UNDER CONSTRUCTION” PAGES In this digital age, a website is vital. But if your salon’s site is still at the creation stage, publishing “under construction” pages can do more harm than good. These pages can be extremely frustrating for your potential customers, who follow a link expecting it to deliver, only to be disappointed. They’re then unlikely to return, having probably found what they are looking for elsewhere. Lopo Champalimaud, chief executive of salon booking website Treatwell, explains: “Immediacy is key. When customers search, they're looking for something right here, right now. ‘Coming soon’ information is not going to cut it.” Chris Brennan, content marketing manager at Phorest Salon Software, says an alternative solution to using an “under construction” page is to direct your clients to another site where they can make an appointment or get information “like a Facebook page or your salon's app,” he suggests.
Professional Beauty GCC January 2017
075-080 PBGCCJAN17 Website Tips.indd 75
23/12/2016 14:58
Untitled-91 1
21/12/2016 12:56
digital
professionalbeauty.ae
77 STOCK PHOTOS Customers browsing your website want an honest insight into your salon’s environment, treatments and staff – stock images don’t provide this. While a seemingly easy and inexpensive option, they can actually be a false economy. Good quality, professional photographs are worth the investment, says Champalimaud, whose site offers a free photography service to salons in major cities: “It's important that your images look genuine so customers feel reassured that what they see online is what they'll find in reality.” David Pickering, managing director of salon software company Salon Genius, provides another reason for avoiding stock photos, particularly pertinent to salons that offer nail art. “Trends are constantly evolving and changing, and stock images become out of date very quickly. Using your own pictures of what you’re creating shows you’re keeping bang on trend with what is being requested in the salon.”
POOR NAVIGATION A successful website is clear, concise and easy to navigate. Copious rambling text will only deter customers. “You don't need lots of pages with subsections; they will not add any value and end up making it harder for your client to actually book an appointment, which is the ultimate goal,” says Brennan. “The important pages are: about us, services, the team, gallery, contact and online booking. If it doesn’t add value for your client, give it a miss.” It's also important to inject some personality into your website words. “If it doesn’t feature the people who make your business successful or a potted history of the salon or spa, then how can you separate yourself from your competitors and persuade potential clients that your business is the one for them?” asks Trevor Jennings, general manager at Shortcuts salon software. “Some background information along with the vision of the business and profiles of the key people will give users more confidence in your brand.”
NOT MOBILE OPTIMISED According to Professional Beauty’s exclusive Insider research, just 47% of beauty salons have a mobile-friendly website, highlighting a potential weak spot in those businesses’ online presence. "Nowadays 60% of visitors access websites from their mobiles, so every website must be optimised for phones and tablets. We call it a 'fully-responsive' website," says Alexandru Stefan, chief executive of Clinic Software. Pickering adds, “You may find that your forms don’t submit properly from a mobile phone if your website is not mobile-friendly; sometimes your contact details won’t even be displayed correctly.” Website specialist Catherine Trebble of FullAppointmentBook.com, which works with beauty professionals, advises checking websites that are more than 18 months old to make sure that they are in-step with the latest mobile technology. “A non-mobile-enabled website gives the user a poor experience. We’ve all tried using our phones to navigate around a website that clearly wasn't designed for a small screen and given up in frustration.” Also, Google now penalises non-mobile websites by removing them from search results across all mobile devices. “This change means that if your nearest competitor’s website is mobile enabled then it will show up in the searches, and yours won’t,” warns Trebble.
Professional Beauty GCC January 2017
075-080 PBGCCJAN17 Website Tips.indd 77
23/12/2016 14:59
ith w siv e Ex cl u
Amaya LLC, P. O. Box 8476, Dubai U.A.E. Tel : +971 4 605 8516, E-mail: ericson@almaya.ae www.amaya.ae
digital
professionalbeauty.ae
79 INCORRECT CONTACT DETAILS This one may seem obvious, but a report by directory service Yell.com revealed that 88% of beauty salons and mobile therapists list incorrect, outdated or inconsistent information on their websites. The research also showed that 89% of people would look for an alternative company if they couldn’t easily find a correct email address or phone number. “This is probably one of the most grave mistakes made on websites,” agrees Brennan. “After all, if your clients can't get in touch, they won't book appointments, which in turn will lose you money.” Ideally, you should offer several methods of contact. Stefan suggests a click-to-call button for potential clients accessing the website from a mobile device. When it comes to directions, he recommends Google Maps, the ubiquitous desktop web map service which offers route planning. “When you have a Google map on your website, you have an option under ‘directions’ to show to your customer the quickest way to your business address,” he adds.
NO ONLINE BOOKING “Most people love the option to book online,” says Pickering. “It’s easy and convenient. You don’t have to wait until the salon is open, you can do it there and then and know it’s done. But ensure that your software automatically updates your system in real time so there is no chance of duplicate bookings.” Champalimaud agrees. “It’s all about the experience – customers need to be able to find the right appointment at the right price at the right time,” he says. “The easier you can make your booking process, the more likely a customer will book with you time and time again.” There are multiple options for salons seeking to offer an online booking service, from website forms to a salon management software system. Trebble suggests another solution for those on a tight budget: “You can at least have a link marked ‘book here’ that leads to an email so the prospective client can email their booking query to you.”
NO INTERACTION “Some salons still make the mistake of creating an online brochure rather than a thriving, dynamic community”, adds Jennings. Having a blog or news page, or linking to your social profiles from your website, increases your visibility and keeps content fresh. “Every salon should have a social media-savvy team member,” says Pickering. “What better way to shout about what’s going on in the salon or share hints and tips with your clients than in a blog or news page? Get each member of the team to produce content or submit ideas for what they would want to see on the website. You can use these free platforms to boost your business and reach out to new audiences.” Jennings highlights another reason for linking to social media. “To be picked up by search engines, a site needs to be constantly evolving, with regular blogging and news updates, rich with connections to other sites and links to a proactive social media presence.”
Professional Beauty GCC January 2017
075-080 PBGCCJAN17 Website Tips.indd 79
23/12/2016 14:59
digital
professionalbeauty.ae
80 OUT-OF-DATE CONTENT Even if your original website is attractive and well written, frequent time slots should be set aside for checking and updating it. “We live in the information age and staying up to date and current is nonnegotiable,” says Brennan. “If the information on your website is out of date, you come across as unprofessional or as though you just don't care.” Be realistic about how much time you can devote to your website. Although desirable, news sections are best avoided if you are time poor. Instead, go for interesting but static content that doesn't need to be updated often. “There is nothing worse for a client to see than a blog or news section that hasn't been updated in seven months,” adds Brennan. Trebble says that, “It's these little things that lose us clients and we don't even realise it's happening.” She continues, “If a client goes to your website to make sure you are open on a Monday and finds only Christmas 2015 opening hours listed, they may assume you're not open, and go elsewhere.”
BROKEN LINKS Broken links look unprofessional and will irritate your website’s visitors. “There is nothing more frustrating than when a link takes you to the wrong place or is simply broken,” agrees Pickering. “Make sure your web page is user-friendly and check that all your buttons and links work.” Search engines don't like dead links either, which could affect your Google ranking. Trebble explains: “When search engines such as Google ‘spider’ your website, if they find dead links, it’s like a black mark against you. So if you’ve been doing well with your search rankings and appearing near the top of Google search results, you may find your website slipping down the list if you have dead links.” Check your site often for broken links, or retain a web maintenance service to look after this for you.
NO CALL TO ACTION
Professional Beauty GCC January 2017
075-080 PBGCCJAN17 Website Tips.indd 80
Clinicsoftware.com
This marketing term means an instruction to your website visitors to take an immediate response, such as “call us now to book”. “Every page on your website should have an invitation to find out more about whatever is being discussed on that page,” says Trebble. “Certainly, the ideal call to action at the end of every treatment page is a link to where your web visitors can book an appointment with you.” While they might not always result in an immediate booking, calls to action can provide you with the chance to obtain potential customers’ details to be used for future targeted marketing. “Don’t miss the opportunity of turning a random web surfer into a potential client,” says Jennings. “Mention a new service or this month’s offer. If you’re blogging about a training course, add in a link to receive your newsletter, which allows you to grab the potential customer’s data.” PB
23/12/2016 15:00
Untitled-100 1
22/12/2016 14:18
Untitled-92 1
22/12/2016 13:13
product news
professionalbeauty.ae
83
Aromatherapy Associates The Polishing Natural Exfoliating Scrub provides an intensive body exfoliation. The product’s combination of sea salt, coffee and grapefruit helps to stimulate healthy circulation, leaving skin smooth and soft. With Nourishing Enrich Body Butter, clients can experience the conditioning and nourishing powers of rich Babassu oil and Murumuru Butter while they indulge their senses with the product’s exotic scent of sweet jasmine, patchouli and Tonka bean. Call: + 971 4 379 19 662
Smooth operators This month we look at the best body care products to revitalise the skin
HydroPeptide The Invigorating Body Wash contains a blend of peppermint, caffeine and marine extracts to provide a deep cleanse, while also hydrating and awakening the skin. Rough, dry and bumpy skin is exfoliated, softened and smoothed thanks to lactic acid, while a blend of powerful peptides help to tone and firm skin, improving the appearance of lines and wrinkles. The product can be applied to a wet body or scalp and is gluten, paraben, phthalate and sulphate free. Call +971 5 0 958 45 28
Kerstin Florian Chamomile Body Scrub, a creamy, aromatic scrub, buffs and sweeps away dull surface cells leaving the body feeling smooth and refreshed. Chamomile Body Lotion Nourishes and protects the skin with its hydrating daily formula rich in soothing chamomile, sweet almond oil and aloe vera, leaving the skin feeling feathery soft. Call: + 971 4 379 19 66
Professional Beauty GCC January 2017
083-086 PBGCC JAN17 New Products.indd 83
23/12/2016 16:10
Reveal BEAUTIFUL NEW
Introducing the new Skin EssentiA® Range Beautifully radiant and healthy-looking skin has the right levels of vitamin A. The powerful combination of vitamins and other essential skin nutrients in the new Skin EssentiA® Range helps to replace what skin has lost by delivering optimal levels of vitamin A, restoring skin’s natural vitamin A levels and revealing its natural beauty.
#RevealBeautiful
www.environskincare.com
EnvironSkinCare
@Environ_Global
EnvironSkinCare
Sold exclusively through Professional Skin Care Centres
39497_SE_sps_talent_fin.indd 1
2016/09/05 12:09 PM
Printed in 4 process colours
product news
professionalbeauty.ae
85
QMS The Pro Body Exfoliator is an invigorating body gel formulated with micro-fine exfoliating particles to gently dissolve dead skin cells, anti-oxidant rich malachite to protect the skin and energising essential oils to refresh the senses. The exfoliator eliminates dry, rough skin leaving it smooth, soft and supple. The Revitalizing Lift-O-Firm Body is an innovative contouring cream with an effective lifting ingredient that helps sculpt the body and firm problem areas. Bitter orange is utilised to help stimulate fat burning, while natural oils leave the skin smooth and full of vitality. Call: + 971 4 379 19 66
Omorovicza Gold Sugar Scrub is an everyday body product with a touch of decadence. The scrub uses fair-trade cane sugar to refine the texture of the skin by eliminating dead skin cells. Real gold, a powerful anti-inflammatory, is employed to help heal micro-damage to the skin while a unique blend of floral oils gives this product a lovely scent. Meanwhile Gold Shimmer Oil leaves the skin soft, smooth and glowing. Subtle gold particles add an alluring shimmer to skin or a gloss to hair and the product has a luscious scent of ylang-ylang. Call: + 971 4 379 19 66
Terres d’Afrique Clients can achieve optimum hydration with regular use of the brand’s Myrrh Body Scrub. Sugar, coconut shells and rooibos flakes have been blended to help scrub away unwanted dead skin and the product is scented with natural sweet myrrh. The result is soft, refreshed smooth skin. The Omumbiri Body Butter is a luxurious, rich body butter fragranced with exotic African omumbiri. This non-greasy formulation rejuvenates, moisturises and softens skin. Call: + 971 4 379 19 66
Professional Beauty GCC January 2017
083-086 PBGCC JAN17 New Products.indd 85
23/12/2016 16:10
product news
professionalbeauty.ae
86
Voya The Time To Shine Body Buff is a lathering, dual action product which exfoliates with finely ground walnut shells while nourishing the skin with a blend of almond oil, seaweed and ginger extracts. Angelicus Serratus Nourishing Body Oil is an intensely hydrating body oil with Voya’s signature notes of citrus, employing active ingredients from the sea. It improves skin suppleness and elasticity while purifying and cleansing tired skin. Call: + 971 4 379 19 66
Dr Burgener Clients can slough away dead skin cells for softer, smoother and regenerated skin with the Hydrating Honey Peeling with Apricot Stones product. Deep yet gentle exfoliation is achieved through a luxurious combination of nourishing Swiss honey, super fine crushed apricots stones and aromatic orange essential oil. Follow with the Nutrivital Body Fluid, which is rich in essential oils to hydrate and nourish all skin types. Call: + 971 4 379 19 66
Elemis This luxurious body cream utilises frangipani, monoi and macademia to soften, nourish and moisturise the body. Lipid-rich sesame oil also leaves the skin deeply hydrated and silky smooth. Exotic Tahitian monoi oil, a blend of tiare flowers soaked in coprah oil, is fragranced with Frangipani flowers to leave skin feeling beautifully soft, supple and delicately scented. Call: +971 4 324 54 14
Professional Beauty January 2017
083-086 PBGCC JAN17 New Products.indd 86
23/12/2016 16:11
Untitled-81 1
20/12/2016 12:06
calendar
professionalbeauty.ae
88
Diary dates JANUARY 26-29 IMCAS WORLD CONGRESS The Palais de Congres de Paris, France The 19th annual International Master Course on Ageing Skin will once again present sessions covering all the key procedures in aesthetic medicine. www.imcas.com/en FEBRUARY 4-5 AESTHETIC MEDICINE LIVE London Olympia Aesthetic Medicine Live brings you face to face with even more market-leading manufacturers and suppliers than ever before. From injectable products and threads to skincare, body shaping devices and lasers, our exhibitors will be showcasing their latest innovations. The show is often a platform for new launches too, giving you a first look at the technologies and treatments that will be making waves in 2017. www.aestheticmed.co.uk
FEBRUARY 6 – 7 WORLD SPA & WELLNESS CONVENTION The Meydan Racecourse, Dubai Returning for the third year is the global World Spa & Wellness Convention where the spa industry unites under one roof. Leading experts around the world will come together to give their business advice and reveal the trends set to impact the industry in 2017. www.professionalspawellness.com/ dubaiconvention FEBRUARY 26-27 PROFESSIONAL BEAUTY LONDON ExCeL, London Professional Beauty’s flagship exhibition with 33,805* visitors (ABC audited) and the show will feature more than 800 brands, hundreds of new product launches, with thousands of savings to be made. Alongside the show will run two international conferences, seven seminar programmes and four live stages. www.professionalbeauty.co.uk MARCH 7-8 PROFESSIONAL BEAUTY BANGALORE Bangalore, India Professional Beauty Banagalore is going from strength to strength and its latest show will be packed with product innovations and launches, and an exciting array of networking opportunities. www.professionalbeauty.in
Don’t miss... FEBRUARY 6-7 PROFESSIONAL BEAUTY GCC The Meydan Racecourse, Dubai, UAE Now in it’s third year, the exhibition features all the top hair, nail, spa and beauty brands from the GCC and beyond. Alongside the exhibition runs the World Spa & Wellness Convention Dubai, plus live stages and competitions. Attended by the regions premiere business people, the show provides unbeatable networking opportunities. www.professionalbeauty.ae
SEND US YOUR DATES Send us details of any events you are planning via email to Ú news@professionalbeauty.ae
JOB: SALES TRAINER Must be aggressive, sales trainer to promote the organic services and products to quality Spas and Salons within UAE. • Pleasant looking Lady sales trainer with good experience in promoting products to A & B class Spa’s and Salons in UAE • Speaking Fluent English is compulsory and knowledge of Arabic is an added advantage • Smart and aggressive in achieving monthly sales target • Should have certification in hair techniques or Skin. Skills in make up are an added advantage. • Independently open and handle Spa/Salon accounts and increase the sales every month • Train the staff of the spas and salons about our Organic products and services and enhance our sales • Basic Salary + high sales commission will be given for the right achievers.
OWN COSMETIC BRAND OF AFRINA BEAUTY CENTER Visit us at: Rm 508 Pinnacle Building Al Barsha 1 Sheik Zayed Road, Dubai 91633
Please mail cv to: Lavanya.g@asynergys.com Telephone: 971 55 527 3600
A Synergy Classified 4x2 JAN.indd 1
T: +971 043929885
21/12/2016 Afmetic Classified 16:09 4x2 JAN.indd AFRINA BEAUTY, HENNA AND TRAINING CENTER
Offers all type of beauty services : professional make-up, hairstyles, hair extension, nail care, Moroccan bath and many more services
Call us: T: +971 043929885
City & Guilds Hairdressing Courses
Afrina Classified 4x2 JAN copy.indd 1
February 19th to March 2nd Level 2 Award in Cutting February 12/13 & 26/27 Level 2 Salon Reception February 19th to March 2nd Level 3 Award in Creative Cutting Gloss Global Courses February 5th Salon Management Eryca Freemantle Make up Professional Master Classes Bridal Makeup Red Carpet & Etiquette Lights Camera Action Starting out as a Professional Makeup Artist How to Grow Your Makeup Business For more information and bookings please contact us on: +971 4 321 6588 Villa 869, Al Wasl Road, Al Safa 2, Jumeirah, Dubai Email: admin@glossuae.com
We look forward to supporting your career development into the world of hair and makeup
Gloss Academy Classified JAN.indd 1 088 PBGCCJAN17 Calendar.indd 88
Services Offered • Protein • Blowdry 21/12/2016 • Keratin & Botox • Bridal Services • Manicure and Pedicure • Hair Style • Chinese Massage & Spa
16:47
Visit Us: Al Wasl Road Um Al Sheif Dubai, UAE Tel: +971 50 757 7343/ +971 4 3791293 Email us: info@baraviabeauty.com/ Follow us: @baraviabeauty/ baraviabeauty
A training center - authorized by the Knowledge and Human Development Authority.
Gloss Academy Courses starting February 2017
1
www.afrina.com
Baravia Beauty Centre Classified JAN.indd 1
21/12/2016 16:47
22/12/2016 13:48
Provides unique and tested hair care treatments Suite 201, Al Maha Building, Al Diyafah Road, Dubai, UAE Phone # +971 4 3458833 | +971 4 3455005 Email: plook@eim.ae Website: www.perfectlook.ae | www.nanogen.ae | www.magnifibres.ae
21/12/2016 15:53
23/12/2016 15:13
Untitled-85 1
20/12/2016 12:48
> Spa Table MLX Quartz
> Spa Table MLR
> Libra Edge K
> Spa Table MLW Amphibia
> Spa Table MLW Square
> Spa Table MLW F1 Soft
> PediSpa Square
Gharieni Middle-East // Dubai Design District D3 // Building 1 // OfďŹ ce B208 // Dubai Tel: +971 (0) 55 5 70 60 12 // www.gharieni.ae // info@gharieni.ae Gharieni Group Germany // +49 28 41 - 88 300 -50 // export@gharieni.com // www.gharieni.com
Untitled-83 1
20/12/2016 12:24