#BEAUTYSTRONG August 2020 by Professional Beauty by The Intermedia Group

#BEAUTYSTRONG AUGUST 2020

TALKING POINT

The Power of Unity

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PUBLISHER BHA MEDIA BHA MEDIA PUBLISHER + COMMERCIAL MANAGER Glenn Silburn EDITOR Anita Quade aquade@intermedia.com.au BEAUTY EDITOR Hannah Gay hgay@intermedia.com.au ONLINE & NEWS EDITOR Kerrie Simon-Lawrence ksimon@intermedia.com.au GROUP ART DIRECTOR Sanja Spuzanic PRODUCTION MANAGER Jacqui Cooper SUBSCRIPTIONS subscriptions@intermedia.com.au Professional Beauty magazine is published by BHA MEDIA ABN 23142047943 41 Bridge Road, Glebe NSW 2037 Ph: 02 9660 2113 Fax: 02 9660 4419 www.intermedia.com.au AUSTRALIAN SUBSCRIPTION RATES 1yr (6 issues) for $89.00 (inc GST) 2yrs (12 issues) for $160.20 (inc GST) 3yrs (18 issues) for $213.60 (inc GST) To subscribe and to view other overseas rates visit www.intermedia.com.au or Call: 1800 651 422

Email: subscriptions@intermedia.com.au Average Total Distribution: 8,656 AMAA/CAB Yearly Audit Period ending 31 March 2019.

This publication is published by BHA MEDIA, a division of The Intermedia Group Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication.

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ED’S LETTER

elcome to our August digital issue – we have had so much amazing feedback to our first July digital edition (thank you). We decided to adjust the way we presented our magazine in this climate. We found that online was a great new way to publish Professional Beauty for the first time in 25 years and a chance to still engage with our loyal audience in an interactive way during this difficult time to ensure we kept you up to date with this ever changing beauty environment. The main theme of this issue is #BEAUTY STRONG – and given the new changes to Victorian salons and the pandemic – we thought it was a great chance to chat with beauty leaders about just how much unity during these past few months has meant in times of turmoil. There are some incredibly positive stories you shared about the power of supporting each other. There really is strength in uniting during difficult times. Read our Talking Point feature on page 24. What better time than now, moving into a new season than to revamp your salon? – it doesn’t have to be expensive either. We chatted to Amy Gray about style savvy updates to draw attention to your salon on page 68. You’re welcome! When it comes to skin – this is your business, so we chat to Skinfluencers – Sarah Hudson and Paul Anderson – about whether it’s best to opt to be a niche player in the industry or to extend your scope to multiple treatments. Read their story on page 60. We will be back in print for our September 25th birthday magazine edition. Thanks as always for your support! FOLLOW US:

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CONTENTS

7 10 12 14 16 24 32 36 40 42 44 46 48 50 58 60 68 76 82 86

Editor’s Letter Expert Talk Top Picks What’s on PB Radar News Talking Point Salon Profile - The Nail & Beauty Connection The Power of a United Industry Skincare - Luxury products Makeup - Brows Makeup - Lashes Nails - Nail care Save Time on Business Operations Viewpoint Style File - Jen Wilding Skinfluencers - A Single v Multiple Specialisations Interiors - Amy Gray Talking Beauty with Hannah Gay Beauty & Spa Insiders Last Word - Tye Bate

68 WWW.PROFESSIONALBEAUTY.COM.AU

CONTRIBUTORS

Jen Wilding Photographer

Reveals her love of the lens on page 58. “Beauty photography is quite precise; I love the truth that you gain from having to fit so much into such a small frame. The light, composition and close-up textures can be a challenge to capture and yet still be creative.”

Amy Gray Founder of Studio Gray-Scale

“Take this time of challenge and

Catherine Hottes

adversity and turn it into a time to

Owner of Facial Aesthetics

refresh and recharge your store

We chat to Catherine about the effect of

– and impress your loyal clients now salons have re-opened. The exterior and interior design of your fit-out is key to both attracting new customers into your salon, and making them feel comfortable to stay. Read her tips on page 68.

At Home Treatments on page 52. “I’ve had an increase in new clientele since lockdown with online consultations being number one. I also recorded an increase of bespoke product purchases through online and Instagram live feeds and tutorials.”

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CONTRIBUTORS

EXPERT TALK

EXPERT TALK Want to know what’s on the minds of our experts this edition? Anita Quade chats to industry leaders about their inspiration and trends.

ANH HO

ADAM SREJBER

KIRSTIE KIRKHAM

Tell us how important furthering education is during this difficult time in the industry? “Beauty services are more of a luxury service again, which calls for more value to be added to the service. If you are doing lash and brow tinting maybe add lash and brow lamination or brow henna for longer lasting wear. Recommend service upgrades that last longer. If you do lashes maybe add brows to your menu; keep your customers coming back to your business for more services. When furthering education, don’t be afraid to choose outside of the beauty spectrum for an edge.”

Tell us what you foresee as the future trends of beauty devices… “What we have seen over the years is a steady shift in consumer needs when talking about aesthetic enhancements. The beauty industry is heading towards a more natural approach to meet this shift in consumer needs. At the forefront of this evolution in attitude is that we all want to look good but, more so, feel good naturally.”

Tell us the tanning trend you predict for the season ahead? “Alongside the broader beauty industry, we are seeing the Clean Beauty movement move into the mainstream. Tanners are looking more closely at the ingredients and becoming savvy as to those to look out for. They’re looking for products that combine tanning with products that offer real skincare benefits. It’s all about getting that glow from the inside out. We are also seeing a shift towards products that are vegan, cruelty free and made from sustainable packaging.”

Education Manager, Le Beauty

General Manager, Endotherapeutics

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Founder, MineTan Body Skin

CSA Philosophy Kits O U R A N T I -AG E I N G P H I LO S O P H Y I N O N E PAC K 5 K I TS AVA I L A B L E

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TOP PICKS

TOP PICKS Want to know a few of our favourite things this season? By Anita Quade

EYE SPY

The perfect way to banish wrinkles is with SPACEUTICALS Ferulic + C Eye Repair. This bottle of magic includes potent antioxidant vitamins of A+C+E fused with ferulic acid, alpha-hydroxy acids and smart peptide heptapeptide-7 in a botanical infusion to visibly resurface, lift, brighten and redefine the delicate eye area. www.waterlilyskinbodyspa.com.au

GLOW YOUR OWN WAY

Want to know the secret to getting a glow fast and easy? Check out Ultraderm’s 15 Minute Hydra Mask, that revitalises, plumps and hydrates the skin for up to 72 hours. Peptides, Hyaluronic Acid and Vitamin B work to provide a moisture and skin firming boost. www.ultraderm.com.au

THE MULTI-TASKER

Refectocil have recently launched their latest innovation, Eye Care Pads that combines skin nourishing ingredients including aloe vera, Vitamin E and hyaluronic acid in the form of a protective mesh to safeguard the eye area during lash and brow styling. Refectocil Australia 02 7200 8452

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Why Corneotherapy & Naturopathy is a match made in heaven Our Derma Development Plan takes the unique chemistry of your clinic to create a bespoke programme supporting your vision & goals, no matter what they are. Together, we’ll design a customised strategic plan enabling you to realise your vision. Sign up for our free webinar and learn from industry leaders with exclusive insights into their success: www.dermaviduals.com.au/ my-development-plan

Asha Evertsz – The Clear Skin Expert Practicing Corneotherapist, naturopath, educator, clinic owner & mentor “dermaviduals has helped us change the lives of those suffering with severe skin conditions. Using a therapeutic and customisable range that we trust has been an essential part of our success. Since we became an exclusive dermaviduals stockist in 2015 we have had over a 600% increase in our sales. Connect with me to learn more!”

clearskin_expert

1300 420 223 support@skincorrection.com.au © Derma Aesthetics

PB RADAR

ON OUR RADAR The people, places and events that Pro Beauty is currently crushing on

RECYCLE RIGHT TerraCycle is encouraging individuals and beauty businesses nationwide to recycle their empties in a bid to reduce the disposal of waste to landfill. The company, which has won over 200 awards for sustainability since its founding more than 15 years ago, has enlisted a number of beauty businesses in its time including Melbourne’s Eco Coiffure Salon Store. “The hair and beauty industry creates a lot of unavoidable single-use plastic,” said store rep Carolyn Galea. “[TerraCycle’s] been really well received by my clients, who save up all their empty containers and tubes and bring them in on their next hair appointment or when they are passing by. I feel it is my moral obligation as a salon owner to provide this as a continuous service.” Edible Beauty and Biologi are two salon-stocked brands that are also powered by TerraCycle. Biologi describes their Zero Waste Box relationship, that permits the recycling of product packaging via TerraCycle to then be repurposed into new products such as outdoor furniture including garden beds and park benches. Biologi customers who return their empties to the brand are then entitled to a 15% discount off their next order - a winning strategy for businesses, their clients and the environment.

SUPPORT AT A DISTANCE “The rise of virtual consultations is the way of the future,” says Dr Ingrid Tall from Brisbane’s Cosmetic Image Clinics. Speaking in light of beauty clinics’ operations post-COVID, Dr Tall believes that providing safe and reliable customer service to your clients is an essential factor in the recovery of your business, regardless of whether consultations are conducted virtually or in-person. “Friendliness and cleanliness are the backbone of any good business. During iso, we took advantage of our online platform by educating our clients on at-home treatments and products that can assist with their concerns whilst not being able to receive an in-clinic treatment,” Dr Tall remarked. “We also increased our social media and online presence to ensure we are able to still support and educate our clients.” Dr Tall’s biography is available at www.cosmeticimageclinics.com.au.

To learn more, contact TerraCycle on 1800 983 324.

facebook.com/ProfessionalBeautyAust

@pro_beauty_aus

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15 MOVE OVER, RETINOL!

“Nails can be a reflection of your inner health and bad dietary habits so if we ‘feed’ the nail with the correct nutrients, they will grow stronger and be more resistant to breakage and deterioration,” says Australian nutritionist and Vita-Sol founder, Fiona Tuck, who has teamed up with Mavala to educate on the importance of a healthy diet in the quest for strong, beautiful nails. “It’s essential to eat a wide array of nutrients to support new, healthy nail growth. That means a diet full of vitamins, minerals, amino acids and healthy fats.” Tuck, who aligns with Mavala in their holistic approach to treating skin, hair and nails, says “feeding the body with the right nutrients combined with topical application gives quick and effective results.”

This month, Medik8 will release a new serum designed to boast similar anti-aging benefits to retinol, but in a natural form. The brand’s Bakuchiol Peptides contains 1.25% pure bakuchiol - an ingredient flagged by the British Journal of Dermatology is a more universally suitable alternative to retinol, less likely to produce side effects like redness or dryness in its users. Daniel Isaacs, Director of Research at Medik8 explained “bakuchiol is a lot more gentle on the skin than retinol, working to naturally soothe and calm the skin. The ingredient has been used for years in Medik8’s Calmwise Colour Correct, a multi-action treatment for rednessprone and inflamed skin. We wanted to create a dedicated bakuchiol product for those who this ingredient is beneficial for as bakuchiol is able to help block the inflammatory response in skin to minimise redness and irritation in the skin.”

To learn more on Mavala’s products for nail health, contact Cosimer 03 9645 1933.

For more information, contact Advanced Cosmeceuticals 1800 242 011.

NAIL GOOD HEALTH

According to UK RESEARCH COMPANY,

GlobalData, The United States

HEALTH AND BEAUTY MARKET declined by BETWEEN 2019 AND 2020

8.5%

from US$573.2 billion to US$524.7 billion.

linkedin.com/company/professional-beauty

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@ProBeauty_Aust

NEWS

NEWS The who, what, where and how of the beauty industry, through the pandemic. By Kerrie Simon-Lawrence. WHAT EXTENDED JOBKEEPER MEANS FOR SALONS It’s important to note that there will be significant changes to the payment, and that not every business will qualify. • A second phase of the JobKeeper program will run to March 28, 2021; • Two tiers of JobKeeper will be introduced, based on hours employees worked in February; • The higher tier pays $1,200 a fortnight until January 3, 2021, after which it will reduce to $1,000 a fortnight; • The lower tier pays $750 a fortnight until January 3, 2021, after which it will reduce to $650 a fortnight; and • JobKeeper eligibility will be re-tested in October and early January 2021, based on turnover decline. THE TIERS There will now be two tiers of JobKeeper payments, defined by how many hours eligible staff worked before the COVID-19 pandemic in February. Eligible staff that worked 20 hours or more each week in February will be eligible for the higher tier, while those that worked less are eligible for the lower tier of payments. The higher tier will pay $1,200 a fortnight until January 3, 2021. It will then reduce to $1,000 a fortnight until the programme ends on March 28, 2021. The lower tier will pay $750 a fortnight until January 3, 2021. It will then reduce to $650 a fortnight until the programme ends on March 28, 2021. The minimum wage condition will still apply, meaning businesses still won’t be allowed to pay staff a lower hourly rate than they were previously entitled to. NEW ELIGIBILITY TESTS These tests will run along the same turnover criteria, but will require businesses to demonstrate an actual decline in revenue against a comparable period rather than forecasts. Employers will be required to demonstrate their turnover declined at least 30% for both the June and September quarters to be eligible for JobKeeper payments covering the December quarter. Also, employers will need to demonstrate they also meet the turnover decline across the December quarter to remain eligible for JobKeeper payments through to March 28, 2021.

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PUSH FOR GOVERNMENT TO PROVIDE FREE FINANCIAL ADVICE TO SALONS While salon owners are coming to grips with a mindboggling 2020, and losing sleep over lost revenue, there have been calls for the Federal government to provide financial advice to small business owners. CPA Australia and Chartered Accountants Australia and NZ have called on the Morrison government to set up a government-funded voucher system to provide small businesses with professional financial advice. Supporting the proposal, the Australian Small Business and Family Enterprise Ombudsman, Kate Carnell, said that it aligns with her office’s COVID-19 Recovery Plan, which also highlighted the need for a small business viability voucher programme. “Small businesses have endured some of the toughest trading conditions we’ve ever seen in Australia over the past few months,” Kate said. “ABS data tells us 900,000 businesses are getting JobKeeper payments and about 690,000 businesses have received emergency cash flow assistance, while 38 per cent of businesses still trading have renegotiated their rent arrangements. Two thirds of businesses were still reporting reduced revenue in June,” Kate added. “Of those about a third were reporting revenue losses of 50 per cent or more. Small businesses with cashflow issues, compounded by falling revenue, may find getting the professional financial advice they need unaffordable. The ramifications of this could be devastating, both for the business and its owner and family, down the line.” Ms Carnell pointed out that this proposal would ensure small businesses “have access to expertise in judging business viability, so they can make an informed decision about whether to turn their business around or exit.”

FILL GAPS IN YOUR CASH FLOW If there are two words that can send shivers down the spine of any salon owner, now more than ever, they are “cash flow”. And when there are gaps in your salon’s cash flow, it’s easy for it to snowball into bigger, hard-to-bounce-back-from problems. Obviously, salons shouldn’t be carrying out treatments without payment being made: “I owe you” isn’t a recognisable currency! But when people’s personal cash flow is low, there’s less chance of them booking in. So ensure you’re set up with AfterPay or Salon Pay, to make it easier for customers carry on with their treatments. You get paid the full amount by the payment outlet upfront, which means there’s no risk on your salon. Focus on selling products or treatments that have a higher margin. “Have a good look at your books, and you’ll quickly work out which items on your salon menu have the highest profit margin,” says business expert, Doris Whitely. “Generally, these are the treatments that use the least product, the least time and yet have a higher price tag. Push those.” Speak to suppliers about a payment plan. This relates to everything from new equipment, to your wax supplier. “Offer a 50 per cent deposit upfront to cover stock costs, then 25 per cent at the midway point of sales, and 25 per cent at an agreed time,” says Doris.

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NEWS

18 INSURANCE COMPANIES ABANDON SALONS

According to Kate Carnell, the Australian Small Business and Family Enterprise Ombudsman, there is a growing trend of insurance companies denying small businesses insurance and pricing them out of the market. In fact, she has launched an inquiry into insurance companies’ practices. “Small businesses that have held insurance policies for over a decade without a single claim have been refused renewal,” Ms Carnell said. “Others have discovered their renewal cost has more than doubled. We know of cases where small businesses with current policies have been subjected to major changes that have reduced their coverage without consent, and with no refund of premiums.” The insurance inquiry will target a range of issues affecting small businesses including: • The availability and coverage of insurance policies provided to small business • Insurance policy affordability • The role of brokers in getting the right coverage • Contract changes that have not been agreed to and whether they amount to Unfair Contract Terms • Timeliness of insurance payouts and effectiveness of dispute resolution frameworks • The effectiveness of relevant codes of conduct and legislation, including if applicable penalties are adequate

THE ULTIMATE HIRING PROCESS “Is there any way an exisiting staff member can do this job in addition to their existing responsibilities? No? You need a new staff member,” says Shelley Ruscio, a HR expert. Write out all the specific duties and features of the position. “Include roles, responsibilities, and skills potential candidates must have,” says Shelley. Post it in appropriate places, where you know your workforce looks. “For the beauty industry, places like Indeed and Seek are great, but more effective may be your own social media channels. Beauty therapists follow other therapists and salons. Or at least they should. Those are the people you want,” says Shelley. Create your shortlist from the applicaitons, and contact them for a phone interview. “Don’t worry about a face-to-face meeting until you’ve really narrowed it down to a final few,” says Shelley. Some therapists can talk the talk, but if they can’t do what they say they can, they’re going to be no use to you. Get your narrowed-down candidates in for a trial. “Explain the situation to clients and ask if they’ll be willing to provide feedback after their treatment. You should also consider offering a discount for their efforts,” says Shelley. Then check references and if they all say what they should, you’re ready to sign!

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NEWS

MY BUSINESS HEALTH IS HERE TO HELP SALONS RECOVER The Australian Small Business and Family Enterprise Ombudsman, Kate Carnell, says small businesses looking for assistance post-COVID-19 should head to the Government’s My Business Health portal. Kate says business owners will find valuable information on how to re-open or ramp up their business to make the most of the everchanging economy. “There’s never been a tougher time to be in business and it is understandable if some small business owners are feeling overwhelmed right now,” Kate said. “The pandemic has changed so much in such a short time, small business owners may be finding it difficult to stay on top of their obligations. My Business Health is a one-stop-shop for state-bystate information about restrictions and COVIDSafe Plans. The site also provides downloadable resources such as posters and signage along with safe workplace checklists and details of grants available to re-opening small businesses. “There’s also information on free apps available such as GuestTrack, for those small businesses that need to collect and store customer and visitor contact details in the event of a localised COVID outbreak,” Kate says of the initiative.

ATO REVEALS BIGGEST TAX TIME MISTAKES Now that the tax returns have started flooding in, the Australian Taxation Office (ATO) has revealed the three biggest mistakes they’ve noticed so far. Claiming multiple working from home methods “We’ve already seen some taxpayers claiming working from home expenses under multiple methods either accidentally or deliberately,” says Assistant Commissioner Karen Foat. “It’s important to remember that if you’re claiming under the working from home shortcut method for 1 March–30 June 2020, you can’t claim any other expenses for working from home for that period.” Copy-pasting last year’s tax deductions “We know that more people have been working from home, working reduced hours or unfortunately not working at all. So, if you aren’t travelling for work, you can’t claim travel expenses. If you aren’t wearing your work uniform, you can’t claim laundry expenses,” Ms Foat said. Forgetting to include income “While we try to include as much as possible, we are asking taxpayers to add any amounts that aren’t automatically included to your return. This includes cash wages, foreign-sourced income, or even gains from cryptocurrency,” Ms Foat said. “Leaving out income can delay your return, particularly when we receive those income details from third parties whilst we are processing your return.”

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Australian owned cutting-edge skincare designed for Australian conditions

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NEWS

22 GOVERNMENT LAUNCHES GUIDE TO HELP SALONS GO DIGITAL If you couldn’t wrap your head around digitising your business when COVID-19 first hit, here’s your chance. The first time round, lockdown forced salon owners to up their game when it came to their online presence. While insalon treatments were off the cards, products were being sold via newly created websites, tutorials were being carried out over social media, and for the extra tech-savvy, podcasts were being created for an audience intent on keeping up their beauty and wellbeing regimes at home. And now, the federal government has stepped in to help business owners get to grips with bolstering their digital offering. The Guide to Digital Transformation is a step-by-step instructional on determining whether your salon is ready to be digitised, to better understand the laws governing online selling, helping your staff to develop the required skills, and more. “The first step of going digital is to understand how it can benefit your business,” says a Federal Government representative. “Businesses that use digital tools are likely to create new jobs, [sell more] products, and introduce new products or services.”

TO RETAIN OLD CLIENTS OR FIND NEW ONES? It’s a tricky time for salons; after being forced into lockdown for close to six weeks (and our Victorian peers are facing even longer lockdowns), we’re in the process of trying to get back to normal trading. And here’s the age-old question: do we focus on winning back our existing clients, or go gang-busters looking for new ones? According to research from Frederick Reichheld of Bain & Company, retention is king. In fact, Frederick says that not only is it simpler to retain clients than foster the loyalty of new ones, “it can be five times more expensive to acquire a new customer than it is to retain an existing one.” It’s a notion that Kimberly Smith, a business analyst, agrees with. “While we should obviously always be looking to new business as a means of continuity when existing clients leave us, maintaining the loyalty of exisiting customers is where you should be placing your efforts, especially in strange times like these.” According to Kimberly, the efforts involved in reminding existing customers of the reasons they favour your salon are simpler and more immediately effective than the efforts involved in luring a customer away from another salon. “A lot of factors come into play when trying to convince someone to give their patronage to a new company,” she says. “Price, convenience and quality are all factors, but mostly, with something as personal as the beauty business, customers build a rapport with their therapist. Switching to a new salon is an emotional decision. With that in mind, building on the services you offer to existing customers is likely going to be a better way to assist your cash flow.”

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TALKING POINT

TALKING POINT: United Front While business owners have navigated their way through the changing face of business during this turbulent time, they reveal to AnitaÂ Quade the power of unity.

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PBS Tell us how COVID has helped the beauty industry unite. “There were so many social media pages and groups popping up with free advice which have been supplying amazing support without any sales pitch attached to sign up for more advice. For the average salon, navigating through everything from understanding the restrictions to JobKeeper allowances, government grants and safety protocols would have been impossible if it weren’t for companies offering free online advice and Facebook live events to help navigate these grey areas bit by bit and by answering countless questions online. At Professional Beauty Solutions we decided early on that we were going to offer free support to our salon partners and for anyone else who was interested. We launched a series of free daily live webinars which were designed for salon owners and teams to upskill during lockdown. Running daily for five weeks, this was the perfect opportunity to learn from our beauty and business experts as they shared their wealth of knowledge. Covering a wide range of topics including business, product knowledge, and advanced skincare treatments, we also hosted a number of Facebook Live sessions covering JobKeeper and how to create systems in your business to really optimise your recovery after restrictions were lifted.” What is the one takeaway lesson as a business leader you have learnt? “In times of crisis you need to take responsibility, communicate frequently, decide and act quickly and adjust to the new situation. It might seem odd to say take responsibility, because a pandemic is obviously outside of anyone’s control but as the leader you

are responsible for how you steer the ship through the storm. Your team will look to you for reassurance especially in times of crisis and uncertainty and I am not talking about remaining positive... you can’t sugar coat things during a crisis, but you can act decisively. I heard a great leader explain recently that, ‘managers manage the known and leaders manage the unknown.’ That certainly has been true throughout the last four months.” Tell us one of the biggest changes you have made to your business during this time. “Through necessity we have moved from face to face meetings to now conducting online meetings. We will of course go back to face to face meetings, but it has been amazing to see how productive our team has been over online platforms like Zoom, and our clients have loved it too. Moving to more online meetings means that we can actually support our clients better with more frequent contact and we can offer so much more support through online training and education. I would add that we looked carefully at every expense when our industry was restricted from offering services and the result was interesting. I am usually very careful with expenditure, but when things get critical you take a closer look and we certainly determined that we could run a bit leaner than we were prior to COVID-19 hitting.”

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MATT WILLIAMS Managing Director, Professional Beauty Solutions www.probeautysolutions.com.au

TALKING POINT

26 AMIROVA COSMETIC CLINIC Tell us how COVID has helped the beauty industry unite. “I think that COVID-19 brought beauty salon/clinic owners together during lockdown as most of us had to close our businesses, so we were no longer in competition with each other but united in fear for our futures. I think the lockdown also dramatically changed the relationship between many suppliers and salon/clinic owners as, for the first time, we all really had to work together to find a way to survive. For example, although we have used and stocked ZO Skin Health and iS Clinical skincare at Amirova for almost two years we weren’t allowed to sell the products on our website. However, once the lockdown started both companies had emergency discussions with their head offices in the United States and agreed to allow their Australian clinics to sell their products online, and even prepared and supplied the images and text to make the process as easy as possible for us all. The move online was a win-win-win for the companies, for Amirova and for our clients, and most likely for all their other clinics and clients too. I don’t think that ZO and iS Clinical will ever want to go back to retailing their products in-clinic only.” What is the one takeaway lesson as a business leader you have learnt? “I think the most important lesson to be learnt from COVID-19 is that we can never stop and rest thinking that we know it all and that our current business model, or any aspect of our life, is a fait accompli. The world is constantly changing - it always has and always will – so we have to as well. During the early days of the COVID-19 lockdown I was scared that Amirova, the clinic I had started just three years ago, wouldn’t survive. Many times I wanted to just give up as I didn’t know exactly what I needed to do to keep the clinic going although I knew I had

to do something, not just for my sake but for my beautiful clients who depend on me and my services. Fortunately, my desire to help my clients was stronger than my fears so I adapted my clinic to survive and thrive during and after lockdown. Although COVID-19 was, and still is, a major event impacting us all, one day the pandemic will end, but there will be other ‘events’ to impact our businesses. Whatever changes come I know I will again find the strength and courage to adapt to survive.” Tell us one of the biggest changes you have made to your business during this time. “The biggest change I made during lockdown was to dramatically increase our online product and service offering. We launched virtual consultations to help our clients look after their skin in the comfort and safety of their own homes during the lockdown. During the 30-minute consultations via Zoom, Skype or Facetime we advised clients on the best ways to keep their skin glowing until we could welcome them back to the clinic. The consultations were totally customised to meet each client’s unique needs, but generally included a visual skin analysis, a discussion about skin concerns, product recommendations and skincare treatment demonstrations. We also rapidly expanded our online product offering by not only by adding ZO Skin Health and iS Clinical skincare but by expanding our own Amirova product range from just three products to a full range of medical grade skincare products which includes our hero products - Irresistible You Serum and Virtual Skin Tint.”

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SOFIA AMIROVA Director, Amirova Cosmetic Clinic www.amirovacosmeticclinic.com.au

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TALKING POINT

What is the one takeaway lesson as a business leader you have learnt? “Whilst your business may not necessarily be able to adequately plan for an extraordinary event such as a pandemic or recession, your business marketing plan should always be set well in advance and be reviewed regularly so that you are able to adapt to the prevailing conditions as and when they occur. We have found that planning is key as when you have a set plan for your business you can focus and direct your focus and resources towards its execution. When the salon closures occurred we were able to direct our efforts to support our salon partners to continue retailing online and promotional offers that suited the ‘stay home’ restrictions that were being required at the time. We also continued to plan for the eventual lifting of restrictions and the possibility for further restrictions such as the ones currently being experienced.”

ULTRADERM Tell us how COVID has helped the beauty industry unite. “Our industry is all about relationships and building a personal connection and rapport with clients. These connections follow through with our relationships with others in the beauty community whether it be with business owners, staff or suppliers. We have witnessed and taken part in the virtual coming together on social platforms to share ideas, information, advice, updates, feedback and encouragement to all sectors of the industry. We continue to be inspired by all business owners and their staff in working to keep their businesses open and prospering under the current circumstances.”

Tell us one of the biggest changes you have made to your business during this time? “One of the biggest changes that we had to make as a business at this time was quickly learning to embrace alternative methods to our standard business practices. Salon closures meant we had to encourage and assist our salon partners to think about retail differently and to change their offers and methods of client contact, engagement and retail. Another big one was training and on boarding of new salon partners which switched to various virtual platforms. And last but not least changing some of the ways and frequency with which we engaged with our salon partners and the broader community as a whole.

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PAULINE VALLE Director, Ultraderm www.ultraderm.com.au

TALKING POINT

WE HAVE A LONG RELATIONSHIP IN THE AREA AND WE ARE FINDING THAT WE ARE GAINING NEW CLIENTS FROM THE TRUST WE HAVE ESTABLISHED OVER THE YEARS. THE PADDINGTON ROOM Tell us how COVID has helped the beauty industry unite. “All my suppliers were amazing and became very flexible to overcome obstacles like changing delivery, to changing payment terms. Dermalogica however were a standout within a week of our government closure. They had created a program that our clients could purchase directly from them, they did the pick, pack and ship plus the client got a discount and my business got a 30% rebate. This was so innovative. A true example of supplier and customer and end user all winning. I paid off all my outstanding invoices with them by asking my clients to buy from them.”

What is the one takeaway lesson as a business leader you have learnt? “When you build real relationships with your clients they invest into your business as strongly as you do.” Tell us one of the biggest changes you have made to your business during this time. “To be honest, we are trying not to have too much change. We have a long relationship in the area and we are finding that we are gaining new clients from the trust we have established over the years. As people are not working in the CBD and are at home, we are now the local salon you can visit on your lunch break. Our long-term clients want to feel safe and comfortable so we are not changing. We want that trust. Of course, we have all the COVID safety obligations which is enough change. Change will be for the last quarter of the year, not now.” n

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ANNA FIELD Sole Director, The Paddington Room www.thepaddingtonbeautyroom.com.au

SALON VIEW

FAMILY MATTERS The Nail & Beauty Connection, located in Adelaideâ&#x20AC;&#x2122;s CBD, marks its 34th year of operation in 2020. Jointly owned and managed by mother-daughter duo, Malveta and Alexandra Ilicic, the salon boasts a vast menu of beauty services designed to pamper its clients from head to toe. Malveta sat down with Hannah Gay to discuss the details.

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33 Why do you choose to work with asap?

“I chose to work with asap skincare as I believe in the product. The products are simple, effective and affordable and furthermore, the brand is Australian Made, cruelty-free and can deliver results. From the research I conducted, asap skincare aligns with what I’d want to use on my own skin. Put simply, it works while also being an ethical product.”

What is the most requested asap treatment on offer?

“Microdermabrasion with sonophoresis and a peel to finish is our most requested treatment. The asap microplus+ is phenomenal and clients can’t believe the results they see after having a treatment. We make the experience special with scented candles and by creating a beautiful ambience in the room - it is so effective. The combination of providing quality asap skin products and professional training using the asap equipment is key to our success in treating the skin of each individual client.”

What are some key areas you are focussing on to ensure the success of your business post COVID-19?

“The salon was closed for the longest time since the first day it opened - twelve long weeks. Post COVID-19 I have returned to my salon and have opened my business as if it was a brand new business. I have gone back to basics and focused on the core of what I do and also focused on the promotion of the business and product ranges via social media. The core of my business is exceptional customer service and rapport, while providing the highest standard in services and attention to detail. We kept in touch with our clientele during our shutdown period and provided a delivery service for those needing top-ups of their asap skin products. We rely on our regular clientele heavily, so we have focused on pampering them and maintaining our longstanding connections while also promoting the business to attract a new clientele. This shut down period allowed me time to understand how passionate I am about what I do. It has given me a reinvigorated and re-energised approach to beauty therapy and that is why going the extra mile for my clientele isn’t hard work.”

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SALON VIEW

I understand The Nail & Beauty Connection is operated by a mother and daughter team! Tell us why you have chosen to work together, and about some of the highs and lows of working with family.

“There are always going to be highs and lows working with family, as we care so much about one another. However, we leave it at the door when we finish and the day is done. Alexandra and I are Ying and Yang, and it is a huge positive that there is amazing loyalty, trust and wonderful communication between us. The real draw back from working with my daughter is that she is currently studying to become a registered nurse and once she has completed her study will no longer be a part of the business… she will be impossible to replace.”

When did The Nail & Beauty Connection open its doors? “The salon first opened its doors in 1986 in The Adelaide Central Market, Market Plaza Arcade and traded there for 18 years. I then relocated to the salon’s current location in The Hutt Street precinct in 2004, all while surviving two recessions.”

Describe your location and your clientele.

“85 percent of our male and female clients are regulars from a mid-to-high socioeconomic group. Providing consistency across a long period of time has been vital to my business’s success, in addition to our ability to reinvent the salon, has kept clients coming back.”

YOUR PASSION, ATTENTION TO DETAIL, LEVEL OF SERVICE AND INCREDIBLE CUSTOMER SERVICE ARE FAR MORE IMPORTANT THAN SIMPLY BEING A BEAUTY THERAPIST.

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Having been in operation for so many years, what piece of advice would you like to pass onto other salon business owners?

“Some advice that I can give to other salon owners is that your passion, attention to detail, level of service and incredible customer service are far more important than simply being a beauty therapist. As beauty therapists, the biggest part of our work is to genuinely care about our clients and have the right customer service and good interpersonal skills. In the 21st century, especially post-COVID-19, personal interactions had within the salon are vital to the ongoing wellbeing of the business and to client satisfaction.”

What treatments are offered at The Nail & Beauty Connection?

Describe the look and feel of your salon.

“The ambience is warm, inviting and highly service-focused with hygiene and cleanliness being paramount. My clients tell me that my salon ‘hugs’ them as they walk in, which is exactly what I was after.”

“We exclusively use asap skin products and provide high-end facial treatments including microdermabrasion with sonophoresis using the asap microplus+ machine, asap peels, gym for the skin facials and tailored facials that suit various skin needs. All of these treatments can be tailored to anyone’s skin problems. We complement our asap beauty treatments with a full range of beauty services including waxing, tinting, and nail services. We make our treatments more luxurious by offering hot towels infused with essential oils for use, and a hand massage using asap body moist. I believe that these extra luxuries are what sets my salon apart. In addition, we offer the full range of asap pure mineral make up products.” n

The Nail & Beauty Connection 314 Gilles Street Adelaide SA (08) 83223 1991

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BUSINESS

STRENGTH IN NUMBERS The negative impact the Coronavirus has had on our industry has been nothing less than dire. Emma Hobson reveals the power of uniting in tough times.

here have been many tears shed, dreams broken and moments of sheer despair. But as life has proven through history: ‘from the worst of times can come the best of times.’ Over the last few months, I’ve observed something quite special and quite beautiful happen, and that is strength in numbers that our industry has created. Even more noticeable, the power, impact and importance of women supporting women. After all, we are an industry primarily of women for women.

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Working for a company that is extremely focused and passionate about the support and empowerment of women, it has been so incredible seeing this come to life in so many ways. As an example, we’ve run a series of ‘Coffee Chats’ where we came together with our customers to have a supportive conversation. Where we shared in a safe place the despair, the uncertainty, and the enormous challenges of trying to keep a business afloat whilst home-schooling children, trying to get your head around Job Keeper and how to pay the rent! What was so rewarding and valuable during these conversations was the supportive nature of each attendee to the others. The empathy, understanding, the support and the care was so evident. Just to have someone to talk to, people who understood where you were at and to have business owners sharing their small wins with others and encourage them to try the same - it was therapeutic, special and it was magical. I felt privileged to be part of the conversation. There have been many such conversations happening through some really amazing and supportive community groups that have become incredibly important and valuable over this time, easily accessible on social media and humanised by the members. If you are not part of at least one community group, may I encourage you to join? Behind every successful woman is a tribe of other successful women who have their back. As we are an industry primarily for women, we must also not underestimate the enormous impact and importance we’ve had on our female clientele who may have felt/feel isolated, lonely, overwhelmed, fearful, stressed and unsupported. COVID has negatively influenced so many

INDIVIDUALLY WE ARE ONE DROP. TOGETHER WE ARE AN OCEAN. Ryunosuke Satoro

peoples’ lives. We have clients who not only live on their own but now work on their own and lack social interaction. Some may have lost their jobs, some may have faced increased domestic violence... when we reach out to them it is so much more than just a business call. It did not take us a moment after COVID hit to reach out to our clients, checking in to ask “Are you OK?” We immediately started to consider how we could care for our customers at home during this challenging time. With the onset of stress, we knew there were going to be many with problematic skin conditions and subsequent anguish. Answer? We created things like Corona Skin Care Relief Kits, sent in their droves to people in their homes. We had drive-by pick-up and home deliveries, and problem-solving posts on social media teaching our clients how to get their Shellac off their nails or apply self-tan without streaking! We got creative and we got digital. Finally, as an industry, we were forced to step-up, learn

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FEATURE

NOTHING IS PREDESTINED. THE OBSTACLES OF YOUR PAST CAN BECOME THE GATEWAYS THAT LEAD TO NEW BEGINNINGS Ralph H. Blum

new skills, think outside of our business bubble, be imaginative and evolve with new business practices. We were forced to reconnect with our creative entrepreneurial spirit. We connected with our customers with complementary digital Skin Analysis check ups, running ‘Mirror Me’ oneon-one skin treatments to coach clients on how to care for their skin at home. We’ve run Skin Care virtual ‘Zoom parties’ for girlfriends to keep connected and have some fun. In essence, we have reached out with our ‘power of touch’ to those who needed the power of connectedness. We proved that our reach is far and our ability to keep engaged is great. We proved without a shadow of a doubt that the skincare business benefits from having a digital portfolio, and that our customers are eager and willing to engage. Women create, support and validate the importance of community. It was amazing when the doors of businesses reopened and the customers came flooding in - a true testament not just for the expert services you provide but the importance of the relationships and connectedness they have with you, all nurtured by you during the lock-down. Your actions from afar cemented your customer loyalty.

This incredible and very positive shift in how we engage and support each other throughout our industry and community should not disappear into the background as we get ourselves back on our feet. Don’t let this incredible progress just melt away. Don’t let your customers see you just switch off your engagement because it’s not a priority to you anymore. As a case in point, we see what has recently happened in Melbourne with everyone back in lockdown for six weeks, and the main way to engage yet again is digital. Now is not the time to take your foot off the accelerator of all the amazing work you have done. Now is the time to put your foot to the peddle and escalate how you support your customers and your local community. There is still so much more to be done and so many opportunities open to small business. Don’t abandon your digital consultations or your at home treatments, they are part of the new normal in how we offer our services. Don’t decrease your posts, instead increase and improve them. Another simple example is using and encouraging your clients to use the new Support Small Business sticker for Instagram Stories. It’s designed to help people discover and support small businesses, and it’s already getting a lot of use (open the stories camera and snap a photo or video as you normally would, open the stickers tray and select the Support Small Business sticker). Shout out and showcase your support of your community. Look for local (women’s) initiatives you can get involved in, see how collectively you and other small businesses around you can support eachother. Seek out ways you and your team can make a positive difference and try to get your customers on board too.

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There are so many great courses you can take to improve your digital footprint. Remember to reach out to your industry peers for help, as many are leading in this area and will be happy to share advice and expertise. As a tribe, we have all created something exceptionally special, something that is priceless in today’s society. We don’t know when we will have a cure for the virus, or if another one may suddenly

appear. What we do know is when times are tough, we are a valuable resource for other women (and men). And as an industry, when we help another woman rise; we all shine. n Emma Hobson is the Director of Education, Asia Pacific, Dermalogica. www.dermalogica.com.au

During COVID:19 I have found myself needing to reconnect with some of my favourite books and movies - you may also want to dial into Steel Magnolias, How to Make an American Quilt and Hidden Figures - all inspiring stories of incredible women. Best re-read has been Half The Sky by Nicholas Kristof, which reminds us that women hold solutions to our world’s greatest challenges, which if you haven’t read it pop it onto your book list. Next on my list is The Moment of Lift: How Empowering Women Changes the World by Melinda Gates.

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SKINCARE

HIGH-END HEROES As lush in their packaging as they are on the face, there is no luxury quite like investing in effective skincare.

Dermalogica Phyto-Nature Firming Serum – Dermalogica 02 8437 9600

Ultraceuticals MD Ultimate A Refining Serum – Ultraceuticals 1800 355 638 Guinot Age Summum Anti-Ageing Immunity Cream – Hamaya International 1300 811 024

Linda Meredith Collagen Synergie Spray – BLC Cosmetics 1800 659 777

PCA Skin Intensive Brightening Treatment Advanced Skin Technology 1800 648 851

SkinCeuticals Phloretin CF Combination Antioxidant Treatment L’Oréal Australia 1300 101 411

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Babor Doctor Babor Brightening Intense Skin Tone Corrector Ampoule Treatment – BABOR Cosmetics Australia 1800 139 139

Thalgo Prodige Des Oceans L’Essence – BLC Cosmetics 1800 659 777

Medik8 Copper PCA Peptides Mineral Antioxidant Peptide Serum – Advanced Cosmeceuticals 1800 242 011

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Ultraderm Eye Renew Treatment – Ultraderm 1300 660 297

MAKEUP

BEST IN BROWS Brows are arguably the biggest modern beauty trend. Ensure theyâ&#x20AC;&#x2122;re up to scratch with these enhancing products.

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Long Lashes Bold Brows Eyebrow Enhancer Long Lashes 0404 497 498

Jane Iredale GreatShape Eyebrow Kit in Ash Blonde Margifox Distributors 1300 850 008

SLA ArtBrow Structurer & Intensifier in Ash Bronde - Encore Beauty 1300 770 428

Babor Eye Brow Filler Fibers in Ash BABOR Cosmetics Australia 1800 139 139

Elleebana Precision Brow Series Pencils in Light Ash Brown, Deep Warm Brown and Dark Ash Brown - Ex-Import 07 5576 6388

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MAKEUP

A LUST FOR LASHES Easy to apply and easy on the eye - here’s our shortlist of lash-boosting essentials to keep in every kit. Napoleon Perdis Mesmer-Eyes Waterproof Mascara in Black Napoleon Perdis 1300 625 387

Eylure Fluttery Intense Lashes in No. 175 McPherson’s Consumer Products 1800 651 146

Gorgeous Cosmetics Madam Lash Eyelashes Salon First 03 8793 6777

Ardell LashGrip Eyelash Dark Adhesive Frostbland 02 8709 8800 Elleebana Elleeplex Advanced After Care Formula for Lash Lift – Ex-Import 07 5576 6388

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C E L LU M 6 A L L I A N C E

R E S U LT S A S O F 3 S E S S I O N S LPG® innovates and launches a new patent based on the very best of its technologies. The NEW ALLIANCE treatment head offers unprecedented and unequalled tissue stimulation for visible results on volume loss, orange-peel smoothing and firmness as of the 3rd session*! Thanks to the new ALLIANCE SKIN IDENTITY sensor and to the treatment head’s new motorization, setting accuracy is optimized, use is facilitated, and the comfort of treatment increases for both you and your customers. The connected tablet allows you to keep in touch with LPG®’s expertise and services.

DISCOVER THE NEW CELLU M6 ALLIANCE® AND CELLU M6 ALLIANCE® LAB. #NoHeat #NoCold #NoWaves #NoInjections #NoScalpel #NoSideEffects #NoFibrosis #NoCellDeath

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NAILS

HEALTHY NAIL FILES Dedicate some time between your fortnightly shellac appointments to treat the nails from cuticle to (French) tip.

Miss Frankie Nourish Me Repairing Cuticle Oil – Miss Frankie hello@missfrankie.com.au

Babor Spa Shaping Cuticle & Nail Repair BABOR Cosmetics Australia 1800 139 139

SNS Nutri-Plus Sunscreen Dipping Powder – SNS 0431 877 455

OPI Infinite Shine 1 Primer – International Beauty Supplies 02 9486 3211

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BUSINESS

BACK TO BUSINESS: SAVE TIME WITH AUTOMATION Now that we’re getting back to business and juggling work and personal life again, we’re reminded of how often work can spill into our personal time. By introducing smarter ways of working such as new processes, tools and automation, you can achieve the work-life balance you want. By Alyssa McArley.

t’s time to make business operations easier – here are some fantastic features that are easy to implement and can not only save you time, but also help you enhance your client experience too.

Introduce digital forms Reduce the time spent copying, uploading, filing and storing paper forms with Kitomba Forms. They’re completely customisable ensuring they work for your business and your clients, and you won’t have a pile of paper left to search through at the end of it. The forms are automatically saved to your client cards and can be accessed from any device, giving you and your staff more time to tend to your clients. It’s also a game changer for client consultations, making them faster and more consistent.

Set up Online Booking Time spent answering the phone and going through the appointment book can be tedious, and when calls are missed during a busy period, it could result in a lost booking. Setting up your Online Booking site can take some time, but once it’s ready it will take care of everything for you, saving you time in the long run. Be sure to customise your online booking site to create a seamless experience for your clients. For example, check that your services and packages are clearly named and have descriptions, use staff capabilities to ensure the correct staff are booked for services and make sure you use the customisation options to get your branding on point.

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49 Automate client messages

Simplify payroll

There is such a vast range of messages you can send to your clients between their appointments to stay in touch and help provide a fantastic client experience. These include birthday messages, appointment reminders, post service care instructions and retail purchase reminders. Sending these out manually on a daily basis is really time consuming and can unfortunately become one of the activities that drops off your to do list. Instead take the time to sit down and set up these messages to automatically send to your clients. That way you’re giving them the help and attention they need, and maintaining a consistent line of communication, without any work on your end.

At the end of a busy week, the last thing you want to do is payroll. Kitomba’s Time Clock allows your staff to clock in and out so you have an accurate record of working hours. Time Sheets automatically displays your staff ’s hours and leave, which you can then view, edit and approve, ready for payroll. A report detailing approved hours can then be imported to your payroll system allowing you to confidently pay your staff correctly. n

Alyssa McArley is the Marketing Manager at Kitomba Salon & Spa Software. Visit www.kitomba.com or call 1800 161 101.

D I D YO U K N O W T H AT L A S H L I F T WA S O N E O F T H E H I G H E S T S E A R C H E D B E A U T Y T R E AT M E N T S I N 2 0 1 9 ? IN 2019 ELLEEBANA TRAINED THOUSANDS OF STYLISTS IN THE ART O F L A S H L I F T, E Y E L A S H E X T E N S I O N S A N D B R OW H E N N A D E S I G N . WHY DID THEY TRAIN WITH US? BECAUSE OUR M U LT I AWA R D WINNING TRAINING P R O G R A M S A R E G L O B A L LY R E C O G N I S E D , E N D O R S E D B Y INDUSTRY LEADERS AND TRUSTED BY THERAPISTS IN OV E R 57 CO U N T R I E S . A R E YO U R E A DY T O L I F T YO U R S A L O N G A M E T O N E W HEIGHTS IN 2020? E N R O L N O W AT E L L E E B A N A . C O M

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VIEWPOINT

VIEWPOINT: BEAUTY BEGINS AT HOME When salons were forced into lockdown, owners got savvy and brought treatments to the doorstep of loyal clients. Anita Quade looks at some of the innovative solutions owners implemented to generate revenue and the effect it has had on the market.

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Meredith Langley

Owner of The Beauty Room Cosmetic Clinic LET THERE BE LIGHT: “When we were forced into lockdown, we had no idea how long the restrictions would last. Some predictions were we would be in lockdown for as long as six months, so I had to quickly think of ways to support my business financially and support my clients as well. I had five expensive Omnilux LED machines sitting in my clinic gathering dust so I had rental contracts drawn up and contacted five of my VIP clients (who I trusted and who were overwhelmed with excitement). We packed up the trailer with the trolleys and Omniluxes, drove to our clients’ homes, installed them, gave them a quick training course on how to safely use them and contacted them weekly for a virtual consultation to see how they were going. It worked perfectly. I was able to make money, my clients had the luxury of having their very own Omnilux during lockdown, and were able to keep looking after their skin. Renting the Omnilux machines is not something I have continued doing after lockdown finished for a few different reasons, although renting the machines out on a monthly rental agreement to one client did

help financially. Having the machines back in clinic for lots of clients to enjoy is far more profitable.”

The Salon Effect: “Salons have an important place as clients enjoy coming to your clinic for appointments and enjoy the experience of being pampered by a skin specialist. Your therapists can then upsell add-on treatments and products. Making money is all about having clients in the clinic. If they trust you, enjoy their treatments and experience then they’ll want to spend their money and keep re-booking. Our clinic didn’t encourage our clients to DIY their eyebrows during lockdown. We didn’t sell tinting or waxing kits, or do tutorials on how to DIY - can you only imagine the mistakes we would be having to correct, or the ‘help me!’ phone calls we would of received? But we did promote and sell skincare, nail products and lots of masks, and my team did wonderful tutorials on DIY facials and manicures. I think there will always be a market for DIY at-home beauty treatments but I like to compare it to the fact that you can always make yourself a coffee at home, but you’d much rather to go to your favourite cafe and enjoy one there.”

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VIEWPOINT

Catherine Hottes

Owner of Facial Aesthetics

GOING VIRTUAL:

The Salon Effect:

“The response was surprisingly positive. I’ve had an increase in new clientele since lockdown with online consultations being number one. I also recorded an increase of bespoke product purchases through online and Instagram live feeds and tutorials. It’s a great platform to attract clients worldwide. I have offered online consultations for a while now nationally and internationally, and there seemingly is a demand for online consultations, so I will definitely continue to offer them. For these to be successful, it’s all about having the right conversations that will lead to the correct solutions to meet the unique skincare needs of each and every client. The main advantage of offering online was that I could attend to clientele that prefer after hours. The fact that I didn’t have to engage in the hustle and bustle of Sydney traffic to be physically in the clinic and in the comfort of my own home was definitely a bonus during lockdown. While I don’t feel online will ever take over the salon experience, there certainly is a place for it in this ever-changing fastpaced industry.”

“I feel the majority of salons’ clients will still very much appreciate the in-salon experience. If you are an exceptional therapist that continually delivers, your clients will always enjoy walking into your space. Lets face it... clients have dearly missed the touch of our magical glow-up facial treatments, not to mention cheeky gossip catch-ups (I know my clients have!) Clinical appointments are very much now a sacred space for the clients to relax and invest in their skin’s health. My clients count down the days until their next appointment so from my perspective the DIY home treatments are a satisfactory yet temporary substitute during the lockdown period.”

THE MAIN ADVANTAGE OF OFFERING ONLINE WAS THAT I COULD ATTEND TO CLIENTELE THAT PREFER AFTER HOURS.

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Shoshana Eisner

Founder of QED Skincare

GLOW AT HOME: “I developed the QED Skincare line over a decade ago and I also have a salon in Bellevue Hill, but the focus of the business is on the skincare products which are shipped to customers seeking a premium, effective and luxurious skincare solution for their sensitive skin.

AN IN-HOME TREATMENT WILL NEVER DELIVER THE CHILD FREE SERENITY OF AN IN-SALON TREATMENT. I created the DIY at-home facial not as a replacement for an in-salon facial but as a facial alternative when you can’t get one. The goal was to create a treatment that was quick, didn’t make a huge mess and delivered a big boost

to your skin, whatever your skin type. This worked incredibly well during lockdown for many reasons, as during COVID salons were not open and now even though lockdown has been relaxed there are still many people who have enjoyed the at-home kits (over 70s, people with auto-immune conditions or people who are just too anxious to have a treatment). The other factor is that some clients may be cash poor in these times and can’t afford to spend over $100 per month on a treatment.”

The Salon Effect: “I think that some people will convert to doing their own treatments, particularly because time-poorness won’t go away, even once the economy gets back on track. A salon treatment will offer your skin 60 minutes of intense professional attention, injecting jars full of product into your skin, and an in-home treatment will never deliver the child free serenity of an in-salon treatment.”

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VIEWPOINT

Dylan Mullan

Founder of Happy Skin Co

SMOOTH OPERATOR: “I developed at-home IPL handsets for use at home and have seen demand definitely spike over the past few months. With everyone sheltering at home and while beauty salons were shut, the demand for effective DIY beauty products has skyrocketed; we’ve been doing the same volume that we would expect for our Black Friday/Christmas period. At-home IPL handsets are obviously less powerful than the large machines you would find in a salon, hence you need to do sessions every week rather than once a month (as you would in a clinic). That being said, you can definitely achieve the same level of results that you would in a clinic. Most people start seeing a noticeable reduction of hair after around three weeks, however we’ve had countless customers that achieve full results within only 1-2 months. Consistency is key when it comes to at-home hair removal! There are several advantages when it comes to at-home DIY devices with the greatest two being that generally they are a lot more affordable and convenient. If you can introduce a product to the market that is

going to allow people to achieve very similar, if not the same results as they would in a salon but also save them time and money, you stand a very good chance of being successful. The privacy (and now safety) of being able to do these treatments from the comfort of your own home is also a very common reason for why we are seeing people choose these at-home DIY products.”

The Salon Effect: “I know there’s plenty of people out there that may have been hesitant to try at-home beauty products and saw this as their only option. There’s a very good chance that they will be impressed with the effectiveness and convenience of some of these at-home options and become converted. Some feedback we had in the early days was that people believed that it would be too complicated for them or they wouldn’t be able to do it themselves, only to be surprised by just how easy these treatments can be. With the shutdown of some retail, a large group of people would have had their first experiences with online shopping so I think e-commerce as a whole has taken a step forward.”

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Mia Plakalo And Ermin Plakalo Founders of Peppy Co

MAKING LIGHT WORK: “There is a huge demand for our at-home treatments. We have seen three times more sales during lockdown than ever before for all of our LED face mask products. We could not keep up with the demand and had to offer them on pre-order. Stock levels have been challenging as the demand is still going strong even with lots of restrictions being lifted. There are too many different devices and options used in salons so it would be hard to compare. Not every salon will have the same machine and functions. It was important for us to have a device that delivers results. We rely on science and research to show what specifications are needed for an LED mask to be effective, and we ensure that our device meets these specifications.

WE HAVE SEEN THREE TIMES MORE SALES DURING LOCKDOWN THAN EVER BEFORE FOR ALL OF OUR LED FACE MASK PRODUCTS.

The most important aspect of the effective LED treatments is in terms of the lights and wavelengths of each colour and irradiance, which is the rate of energy delivered. Then it is necessary to look at the coverage, the session time and the distance from the area treated. This is what we focus on to ensure that our products are as effective as the ideal salon treatment would be.”

The Salon Effect: “There are some big advantages we have found over salons. The LED light treatment at-home saves money and time. People appreciate being able to use the devices in their own home. They’ve loved the convenience of being able to enjoy the LED light therapy at a fraction of the price whenever they like, which means that they will probably get more treatments than in one salon booking. With busy schedules, it can be hard to fit everything in and salon treatments are still considered a luxury that many of us don’t have time or money to afford. Salons are great but the reality is most of us cannot visit them as often as we would like to.”

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VIEWPOINT

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Jazz Pampling Eyebrow Artist

THE HIGH BROW GAME: “To be honest, I took this time to work on my business rather than in my business. I knew my business would be back to full strength when I could work again, as I am very lucky to know that I have such a strong client base. I have never felt more organised in all my life. If anything, I would say the changes I imagined were more around organisation than changing my business structure. I considered in the first few weeks an opportunity to do video call services. I spoke with a couple clients

I THINK IT’S ENTIRELY POSSIBLE TO DO YOUR BROWS AND LASHES AT HOME WITH THE RIGHT GUIDANCE.

over video chat and trialled helping them shape their brows, but it wasn’t something I was considering long term. I should say, I don’t have the same overheads as many other large businesses in the beauty industry, so I think this really ensured I didn’t need to keep making money in this crazy time.”

The Salon Effect: “I think it’s entirely possible to do your brows and lashes at home with the right guidance. My goal for all clients is to give them the knowledge and confidence they need to look after their brows at home. I show all my clients the intricate and individual details of their brows and how to shape and tint them at home. With that being said, I always say to clients not to try and recreate exactly as I have done. I think in the quest for perfection we over-tweeze our brows. Less is more, and ultimately no one will look at our brows in the same detail as we do ourselves at home.” n

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STYLE FILE

JEN WILDING

Jen Wilding was born and raised in South Africa before moving to Australia. After tapping into other creative pursuits, Jen was eventually led back to what she now considers “her calling” – photography. The avid traveller recently returned down under after a 13-year stint in London, and chats to Hannah Gay on how far she’s come.

WHY HAVE YOU CHOSEN TO SPECIALISE IN BEAUTY PHOTOGRAPHY? WHAT IS UNIQUE ABOUT IT?

“Beauty photography is quite precise. I love the truth that you gain from having to fit so much into such a small frame. The light, composition and close-up textures can be a challenge to capture and yet still be creative.”

WHAT INSPIRES YOU?

“Life inspires me! It can be anything from the way the light plays across the trees, to something that someone says in passing, or from a song to the look of a stunning model.”

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59 WHAT’S THE BEST ADVICE YOU RECEIVED STARTING OUT IN THE INDUSTRY?

IN THREE WORDS,

“Make sure you’re ready to make your passion your career… unless you lose the passion, and I haven’t yet!”

HOW WOULD YOU DEFINE YOUR PHOTOGRAPHY STYLE?

“Classic, feminine, calm.”

WHO ARE SOME OF YOUR FAVOURITE MAKEUP ARTISTS YOU’VE HAD A CHANCE TO WORK WITH OVER THE YEARS?

“In Australia I work a lot with Rae Morris, Victoria Baron, Pinkii and Sarah Laidlaw. In London I love working with Jane Richardson, Anna Priadka and Lan Nguyen-Grealis. They are all exceptional at their craft and also have a sense of wonder which still shows in their work; it’s never boring or stale, but always innovative and brilliant!”

WHAT’S THE BEST THING ABOUT WORKING AS A PHOTOGRAPHER IN AUSTRALIA?

“There are the obvious extraordinary location options - we are spoilt for choice from local beaches and snow-capped mountains, to the beauty of the outback. We also have such a high calibre of talent in Australia which is absolutely comparable to any international talent.”

@jenwildingphotographer www.unionmanagement.com.au/talent/jen-wilding

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SKINFLUENCERS WWW.PROFESSIONALBEAUTY.COM.AU

ASK THE SKINFLUENCERS Training in multiple fields, or specialising in a single, niche field â&#x20AC;&#x201C; what is the best course of action for you and your clients?

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SKINFLUENCERS

PAUL ANDERSON

Managing Director of MANKiND, Paul Anderson has found success in offering a unique service to a select clientele.

f you’re specialising in a niche area and you do it really well, you become a destination for that particular service and in turn, this brings a steady, loyal customer base. For MANKiND, this has meant we have been able to address the wants and needs of a really specific target market and have focused our resources on investing in our team’s skillset to ensure that we remain leaders in the industry. On my early career, I couldn’t have been further from the beauty world. Until 2004 I had been a Grip in the film industry for twelve years. It involved camera movement, lots of rigging, scaffolding and heavy lifting. I was getting facials in more female orientated venues and I always felt like my experience was being swayed by what women wanted. I felt that as a representative of the male market, I had a better understanding of what was required for a male salon. I also thought that men were an untapped clientele and that the competition for the business was minimal. My current role is Managing Director of MANKiND Sydney. I have two stores: MANKiND Melbourne and MANKiND Sydney. I am the owner who does every aspect, except therapy. Early on, I went to every training put on by my suppliers and immersed myself in the beauty world to learn as much as I could. MANKiND has now been open for 16 years.

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The advantage of specialising in one, niche area was that to begin, we stood out from the crowd. Getting press at the start was so much easier because of our story. Obviously as a man it is super satisfying to be able to open a business that I am the target market for. When I opened MANKiND I really had in the front of my mind what a dream salon would be that I would love to visit, so to be able to open a business that would meet my specific needs if I were the customer is pretty cool. When we first opened we were only seeing men and that has now changed. We now have a neat, loyal female clientele that pretty much consists of locals who want to see us because we are not only good at what we do, but conveniently located. Despite this, we will always design our treatment menu with the man in mind because to be a small business that is thriving just shy of 16 years is no small feat, so we know that what were doing works! We watch the industry and are ever evolving our offering to keep up. We are actually in the process of expanding our treatment menu to include more cosmeceutical treatments. Our clientele is savvy and we always want to be able to offer what theyâ&#x20AC;&#x2122;re looking for. Being able to recognise what men want has always been the reason we have done so well for so long, and we know straight from the source that guys are looking for more resultsdriven treatments. We are upgrading our machinery and looking at new brands that will enable us to grow and continue to provide amazing treatments that are up-to-date with the forever-evolving world of beauty.

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SKINFLUENCERS WWW.PROFESSIONALBEAUTY.COM.AU

SARAH HUDSON

Skin Expert and Founder of Skin by Sarah Hudson, Sarah has made a point of educating herself in a variety of fields over the years.

y career in the skin industry has spanned over 27 years and I’ve been fortunate to have experienced many diverse opportunities. I began as a Beauty Therapist, retraining over this time as the industry collided with technology in the mid-2000s. Dermal and Laser Therapy began to evolve and become more prominent in treatments so I found a need to consistently update my training and knowledge to ensure I’ve always been at the forefront of skin health. Starting my own clinic was always on the cards. As a lecturer for ten years, I was seeing consultations not being performed thoroughly, and therapists weren’t listening to what their clients’ needs were and how to solve their problems. The clinic has become a way for me to specialise on skin treatments and set myself apart. I later founded Skin by Sarah Hudson As a true perfectionist, having a skincare line helps build your brand and what you stand for as a skin practitioner. It also helps me customise my clients’ skincare programs and have full insight into what they’re using. The other thing it’s allowed me to do is to become really well educated in ingredient technology. I’m not a chemist, but I have a very thorough understanding of how ingredients interact with the skin to help my clients get the best results. Professionally, offering multiple treatment options as a business gives longevity to your clientele. They don’t need to seek other experts for their treatments. You remain relevant to your clients as the technology evolves and you attract business with a variety of treatments

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SKINFLUENCERS

1 2 3 4

FAST FACTS ON SARAH Sarah obtained a training certificate to become a lecturer in Beauty Therapy Colleges, Tafe NSW and Post-Graduate Education. “This not only improved my training skills, but also gave me the opportunity later in my career to train doctors and nurses in RF micro-needling techniques,” she said. Wanting to move away from beauty therapy and focus specifically on skin health, Sarah founded Skin by Sarah Hudson. “The clinic has become a way for me to specialise on skin treatments and set myself apart.” Sarah frquently presents at industry events like Beauty Expo and BEAUTY & SPA Insiders, work groups, seminars and expert panels like APAN. Sarah said on educating others: “I was fortunate to have really great mentors throughout my career, so I feel it is my time to give back to the industry that has helped me become the expert I am today.”

you can offer. The downside to this, however, is that you have to keep reinvesting in your equipment! Skin health and wellness in terms of treatments is twofold: one focuses on relaxation and wellness, and the other on clinical solutions to skin conditions. I see great advantages in using various treatments and equipment to target key skin concerns at different skin depths, because one treatment does not fit all. I’ve been a beauty therapist, a lecturer, a clinic manager, now a business owner. I fundamentally believe in the sharing of knowledge. As an industry spokesperson, I believe it is my duty to share my experiences and insight on skin, various treatments and business strategy with other therapists or nurses in the beauty and dermal skin industry. We, as practitioners and experts have a responsibility to give back to others. I always look forward to what the future presents and keeping an open mind will keep me ready for any projects that could develop in the future. n

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IT’S NOT A SLOGAN. IT’S TRUE BENEFITS AND OUR REASSURANCE TO YOU. For more than 35 years, CHRISTINA COSMECEUTICALS has been committed to delivering leading professional solutions by harnessing the dynamic combination of traditional botanicals with scientifically proven ingredients. As a result, our treatment systems and home care products are successfully able to target and resolve impaired skin health and a broad range of skin conditions safely, and with outcomes that truly surpass expectations. IT JUST WORKS. For your FREE SAMPLE TREATMENT KIT, please call or email us at SKIN FACTORS (*conditions apply).

TO LL FR EE 180 0 82 4 282 | i nfo @s k i nfac to r s .co m . au

INTERIORS

Sugar Me Beauty Atelier

REVAMP YOUR SALON IN STYLE After an incredibly challenging time for many businesses across many industries, it is now time to shake off the dust and reopen with more impact and style than ever before. By Amy Gray.

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ake this time of challenge and adversity and turn it into a time to refresh and recharge your store, and impress your loyal clients now salons have re-opened. The exterior and interior design of your fit-out is an aspect of your business that is key to both attracting new customers into your salon, and making them feel comfortable to stay. If your store is located in an area where you are lucky enough to have foot traffic, then the appearance of your store from the exterior should be considered an opportunity to attract new customers; a marketing opportunity. Make the most of that opportunity. If it has been some time since you evaluated and reviewed your shop exterior, look at it from the perspective of a new customer; review what really needs an upgrade. Ask others, get opinions, do your research, and enlist the help of an expert. To aid you in this process, this article takes you through the most commonly utilised and most cost effective methods that we regularly implement as a business to refresh all types of commercial fit-outs, including salons. Beginning with your salon’s exterior, lets delve into the top tips that will really help you re-open your store with impact: First, review your exterior/frontage, and ask the following questions: • Does your store stand out from surrounding businesses? • Do you have fresh, current, stand-out signage and branding? • Is your signage positioned in the best location? Can you be seen from all directions? • Does your store look appealing to your target market?

1. Repaint your façade 2. Install new signage (and branding) 3. Remove clutter and only use professionally designed promotions. Breaking down the above points into further detail, we explain why each of these aspects are important for your business.

1. Repaint your façade. Consider your store as a marketing opportunity – you want it to get noticed. If your store has had the same façade, colour or finish for 5+ years, then its probably time for a refresh. By simply changing the colour of your façade, selecting a great stand-out, on-brand colour, you are guaranteed to be noticed by new customers passing by. The key really is in selecting a colour that will get you noticed. The great news is that the cost to repaint a façade is minimal, but impactful.

Top ways to refresh your exterior/frontage: If no was your answer to any of the above, here are our recommendations on how you can improve your frontage, make it look fresh and enticing to new customers and give you maximum standout:

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INTERIORS

70 Consider strong brands such as JB-HI FI, Officeworks, Bunnings etc… all these brands have powerful brand colours connected with their stores and their stores are instantly recognisable via colour. Consider the power of colour association with your brand, and how it can be helpful in getting your store noticed. The colour you select will need to be aligned with your branding, but you really can create a noticeable and memorable façade, simply by refreshing it in a new colour.

2. New signage (and branding) Sometimes, brand logo designs can become outdated and in need of a refresh – and what better time for a re-start than now. New and exciting branding goes hand-in-hand with a store refresh and with opening your salon in style. By refreshing your façade, your branding, and your signage, you will have a new and exciting look to potential customers. In addition to this, consider where your signage is positioned. Are you making the most of all vantage points? What direction does your main foot (or road) traffic come from? Do you have signage facing all possible directions? If you only have façade signage, consider adding a blade sign or an A-frame sign to your shopfront. If you have street frontage, it is a free branding opportunity. Why not make the most of it?!

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3. Remove clutter – including handwritten promotions and posters It may seem obvious, but so many stores do this – sticking handwritten promos all over their windows. It really can look very cheap and untidy. We recommend avoiding this at all costs. Promos are great, but there are so many better ways to get the message to clients than handwriting or printing on A4 paper. • Get your promos professionally designed and printed • Have a dedicated promo method. For example – an off-the-shelf interchangeable poster frame (can also be illuminated)

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Now that we have covered your frontage, you now also need to consider your interior. Right now, it is even more imperative, to ensure your customer feels comfortable, and at home within your store. Here are our suggestions for reviewing and evaluating your customers in-store experience: • How recently did you upgrade your fit-out? • Are your walls, joinery, counter, and furniture in good condition? • Is your lighting evenly illuminated – in colour & brightness • Do any aspects of your fit-out look tired? Consider flooring, walls, graphics, feature lighting and joinery

Top ways to refresh your interior:

Sugar Me Beauty Atelier

• Repaint walls (especially any feature walls) • New graphics • New wall decor • Retreat/refresh joinery • New furniture & feature light fittings • Replace or re-globe lighting throughout

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INTERIORS

Melbourne Clinical Laser

In further detail, here is how you can implement these points, within your own store interior:

Melbourne Clinical Laser

Repaint walls (especially any feature walls) As with the exterior – repainting internal walls is the most cost-effective way to refresh. It is usually feature walls that look the most dated – so if you have a feature wall that has been the same colour for quite some time, now is the time to refresh it with a new look. You may not need to repaint your entire interior – just key elements, this can be quick, impactful, and cost-effective. It is important when you refresh that you consider on-trend and on-brand colours. If your selecting colours yourself - research on current trends. Right now, our suggestion would be to go for warm, earthy tones – there is currently a strong trend for natural colour toned interiors. In addition to this, ensure your interior colour selection works cohesively with

your own branding. By refreshing your salon with a new colour palette, it will instantly feel fresher, and more current.

New graphics Great graphics are essential for powerful and effective branding. A strong, branded feature wall is a great

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73 New wall décor In addition to utilising graphics to fill those empty walls, there are other ways you can do this. Look at sourcing off the shelf items to create interest. For example, display shelves, artwork, wall lights, or wall planters. Whatever you select, its all about how you install it. Generally, do not just install one item - duplicate it to create a feature. For example - install multiple wall lights along a wall or create a dedicated feature area with wall planters. New wall décor is a really quick, simple and costeffective way to refresh and re-open your salon in style.

Retreat/refresh joinery

Melbourne Clinical Laser

addition to any interior fit-out. Typical locations for feature walls are – the rear wall in your salon, or behind the sales counter. Generally, a feature wall will include your brand logo & your brand colour. In addition to strong branding, you can also get creative with graphics on your salon walls. You can engage a graphic designer to create a custom feature mural or pattern on your internal walls. Any graphics need to work cohesively with your interior design & branding. It can be promotional, with branding or messaging integrated, or it can simply be a feature to create interest on your store walls. When designing salons, we often find there are walls that require something to ‘fill’ them – rather than having a blank (rather, boring) space. Graphics are a great way to create interest, a memorable fit-out and impact. The huge bonus with fresh graphics, is they really are quite cost-effective to produce & install.

Sometimes joinery items can get quite tired, worn, outdated – but if it’s a custom item, such as a sales counter, cabinetry or benches – you may not want to expend the funds to replace these items completely – in which case, you can retreat it! This can be with a repaint, re-clad, or re-laminate. By replacing countertops or door fronts only or replacing outdated handles with new.

New furniture and feature light fittings Furniture and feature lighting within your space are often focal points of your fit-out. Ensure they do not look tired and dated - they are so simple to upgrade and refresh. If you do not already have some beautiful pendant lights over your sales counter – this could be a quick, simple and great addition for a quick refresh. If you do have feature lighting, but it looks tired – keep it cost effective by switching over your old fittings with new ones, in the same location. By keeping lights in the same location, it avoids the need to repatch & paint your ceiling. Ensure your waiting area furniture is looking fresh, as it is the first thing you customers see upon entering your store.

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INTERIORS

Melbourne Clinical Laser

Replace or reglobe lighting throughout This one is often overlooked, but it does make the difference between a cheap-looking salon and a highquality one. Ensure the colour of all your ceiling lights is the same throughout, in addition to this – make sure any globes that are not functioning, are replaced. If your lighting is quite old – you may want to consider switching out your fittings for new LED’s, which are more cost-effective to run. In summary, to refreshing your salon in style – it may not be by completely overhauling your frontage and interior, but by implementing just some of the key elements we have outlined in this article, as is applicable to your interior. When reviewing the priorities for refurbishing any salon interior, we always look for ways to invest funds where it will have maximum impact. Update elements of your fit-out that are most outdated – and work through the priorities according to your budget, doing what you can within your means. During these challenging times, and the current climate, as business owners, we need to be on the front

foot. For salons, it is ensuring your frontage & interior looks amazing, fresh, and draws in new customers. Your store is a marketing opportunity – ensure you make the most of it. Amy Gray is the founder of Studio GrayScale are an interior design studio, based in Melbourne and specialising in custom commercial design solutions.. n www.studiograyscale.com.au

MELBOURNE CLINICAL LASER Client: www.melbourneclinicallaser.com.au Designer: Studio Gray-Scale studiograyscale.com.au Shopfitter: Topfit Projects topfitprojects.com.au Photographer: Andrew Hardy andrewhardy.com.au SUGAR ME BEAUTY ATELIER Client: www.sugarmesouthland.com.au Designer: Studio Gray-Scale studiograyscale.com.au Shopfitter: Dynamic Group www.dynamic-group.com.au Photographer: www.michellejarni.com

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LOVE YOUR INDUSTRY VIEWPOINT

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JANINE AKKAD

ELISHA YOUNG

VICTORIA CURTIS

Owner, RefectoCil Australia

Trends Manager, Mintel APAC

Founder, Victoria Curtis Collection

What do you see as one of the biggest beauty trends in 2020? “I think it will be the evolution from natural beauty to clean beauty, bringing the best of nature and science together in ways that are sustainable, safe, and, most importantly, have proven efficacy. Consumers are becoming more aware of the impact their demand for natural ingredients has on the planet, and will start to look to the lab for sustainable options.”

What is one of the biggest challenges you face this year? “Now more than ever we need to be one step ahead of the game and onto new trends in the industry to ensure that we are evolving along with this ever changing environment. Offering the latest treatments and products gives us an edge over our competition, however I recommend doing your research to ensure that the trend is not only seasonal, but will in fact benefit your business and your customers long term. All decisions should be made with this in mind no matter what the industry throws at us. I encourage business owners to stay in their own lane.”

What have you learnt in business? “During my 28 years of owning my own business, my most important lessons have been to be Vita Liberata able to develop Self-Tanning Mist resilience and Encore Beauty become adaptable 1300 770 428 to an ever changing business environment whilst staying true to my core values. Believing in myself and accepting that there will always be criticisms form an integral part of this resilience. Another key lesson is acknowledging that no matter how big or important you become, you are nothing without your team.”

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TOP 3

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Want to know what’s on the minds of our experts this edition? Anita Quade chats to industry leaders about their inspiration and trends.

SALON VIEW

EXPERT TALK

WAY TO

Glow

Behind Aestheticá’s pretty exterior there’s a team of experts taking a personable and considered approach to their clients’ needs, making this salon a feast both for the eyes… and the skin.

UNIFORM STYLE Dress your salon staff for success with the incredible range from www. springspawear.com.au – made for style and functionality check out the range of tunic work uniforms and wide - crop pants in colours including black, charcoal and grey. They are made to be washed and worn!

BEAUTY & SPA Insiders 2020 FOREVER YOUNGBLOOD

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Created by Youngblood Mineral Cosmetics’ makeup artist Oriana Repoli for their latest campaign, these three on-trend looks are easier to achieve than you might think!

TAKE A SHORT drive out of Byron Bay’s bustling town centre and onward to Aestheticá – a carefully curated skin care oasis offering corneotherapeutic treatments. The clinic was founded by sisters-in-law Alexa Roetger - a registered nurse, and Kristal Smith – who has a background in beauty therapy and business. Aestheticá’s doors were opened 18 months ago with the goal of removing clients from what Alexa, who is now the salon’s sole owner, describes as the ‘rushed in and out’-style skin treatments happening in Byron. “We really wanted to focus on slowing things down and listening while appreciating dermal therapy and nursing techniques that achieve the best results, without causing undue stress or discomfort,” Alexa explained. To complete the vision, the salon’s interior was curated with a minimalist feel in mind. “Our goal was to create a space which was well thought out and designed to create a sense of calm

SINCE JANUARY, WE HAVE OFFERED CLIENTS FIVE PERCENT OFF THEIR NEXT PRODUCT PURCHASE FOR EMPTIES RETURNED TO CLINIC TO BE RECYCLED BY SUSTAINABLE SALONS. THE TIME FOR CHANGE IS NOW.

TIMELESS ELEGANCE

“This classic look centres around the staple beauty product in every makeup bag – the perfect red lipstick. To achieve this look, I pumped up the shimmery shades on the eyelids and added a red lipstick that complimented each model’s skin tone. Youngblood boasts a range of red lipsticks with warm, cool and neutral undertones – ensuring there’s the perfect red for everyone! For a long-lasting red lip, I recommend prepping lips with our Stay Put Eye Primer to ensure staying power and strong colour payoff, and lining lips with our ‘Truly Red’ Lip Liner before applying your lipstick.”

Following on from the success of last year’s inaugural BEAUTY & SPA Insiders summit we heard the call for more. This year the industry event is back with a stellar lineup of speakers to help educate and inspire. We take a look at two speakers on the programme. Photographer: Amanda Harvie | Makeup Direction: Carina Rodriguez | Hair: Alyssa Gonzalez

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in their own lane.” business owners to stay at us. I encourage what the industry throws this in mind no matter should be made with long term. All decisions and your customers benefit your business seasonal, but will in fact the trend is not only research to ensure that recommend doing your competition, however I us an edge over our and products gives the latest treatments environment. Offering with this ever changing we are evolving along industry to ensure that onto new trends in the ahead of the game and we need to be one step “Now more than ever you face this year? biggest challenges What is one of the

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HORDES OF SALON owners and managers, clinicians, cosmetic nurses and beauty-industry spectators have had May 25 penciled in their diary since the announcement of the 2020 BEAUTY & SPA Insiders event. And now, early-bird ticket sales and registration are officially open. Those that register early for the highly anticipated event will secure their ticket for $295, pocketing a saving of $100. Brought to you by Australia’s leading B2B magazines for the aesthetics industry, Professional Beauty and SPA + CLINIC, BEAUTY & SPA Insiders brings together industry Australia experts forCurtis a day of inspiring talks, innovative ideas, and Mintel APAC RefectoCil Collection Trends Manager, Founder, Victoria Owner, engaging conversations. YOUNG AKKAD CURTIS ELISHA JANINE VICTORIA owner of Skin By Sarah Hudson will be Sarah Hudson, the MC of the BEAUTY & SPA Insiders programme taking place at Woolloomooloo’s Ovolo. Attendees will be treated to presentations by the industry’s most respected identities for a inspiration and trends. day of talks and panels. Among the speakers will be Victoria edition? Anita Quade chats to industry leaders about their Curtis, founder of Victoria Curtis Cosmetics; director of Want to know what’s on the minds of our experts this education at Dermalogica, Emma Hobson; founder of Fitness that no matter how is acknowledging Another key lesson of this resilience. an integral part be criticisms form there will always and accepting that Believing in myself to my core values. whilst staying true business environment to an ever changing become adaptable resilience and able to develop have been to be important lessons business, my most of owning my own “During my 28 years learnt in business? What have you

sustainable options.” to look to the lab for planet, and will start ingredients has on the demand for natural of the impact their becoming more aware Consumers are have proven efficacy. most importantly, sustainable, safe, and, in ways that are and science together the best of nature clean beauty, bringing natural beauty to the evolution from “I think it will be in 2020? beauty trends one of the biggest What do you see as

applying your lipstick.” strong colour payoff, and lining lips with our ‘Truly Red’ Lip Liner before prepping lips with our Stay Put Eye Primer to ensure staying power and the perfect red for everyone! For a long-lasting red lip, I recommend red lipsticks with warm, cool and neutral undertones – ensuring there’s complimented each model’s skin tone. Youngblood boasts a range of up the shimmery shades on the eyelids and added a red lipstick that makeup bag – the perfect red lipstick. To achieve this look, I pumped “This classic look centres around the staple beauty product in every

EMMA HOBSON Director of Education Asia Pacific Dermalogica and The International Dermal Institute

IS NOW. SALONS. THE TIME FOR CHANGE RECYCLED BY SUSTAINABLE RETURNED TO CLINIC TO BE PURCHASE FOR EMPTIES OFF THEIR NEXT PRODUCT OFFERED CLIENTS FIVE PERCENT SINCE JANUARY, WE HAVE was well thought out and designed to create a sense of calm a minimalist feel in mind. “Our goal was to create a space which To complete the vision, the salon’s interior was curated with undue stress or discomfort,” Alexa explained. nursing techniques that achieve the best results, without causing things down and listening while appreciating dermal therapy and happening in Byron. “We really wanted to focus on slowing owner, describes as the ‘rushed in and out’-style skin treatments removing clients from what Alexa, who is now the salon’s sole Aestheticá’s doors were opened 18 months ago with the goal of Smith – who has a background in beauty therapy and business. by sisters-in-law Alexa Roetger - a registered nurse, and Kristal offering corneotherapeutic treatments. The clinic was founded and onward to Aestheticá – a carefully curated skin care oasis TAKE A SHORT drive out of Byron Bay’s bustling town centre

TIMELESS ELEGANCE

and not be considered your typical ‘beauty/injectables’ clinic which can be cold… we made sure that when you walk into our clinic there is an instant sense of calm and warmth.” Florals, dried palm spears and hessian bowls are set against crisp white walls, and Roman arches carve out a hallway leading to private treatment rooms. “Our interior has become a main focus for our clinic with pictures shared on various platforms every day. [It has] definitely contributed to our very fast growth.” Staff also dress in white linens to provide a relaxed alternative to a traditional clinical uniform. The Aestheticá team are trained to service clients of all ages with a carefully curated skin care regime. “Each and every one of our treatment pathways is tailored to the individual. After all, every skin is a unique fingerprint.” The team of eight dermal therapists are trained in corneotherapy and have forgone the use of lasers in favour of a simple treatment menu that is entirely customisable. “Our vast range of education over both beauty and nursing industries meant we wanted to offer great skin treatments, a holistic approach to skin heath and real results,” Alexa said, “which is why we settled with customised skin treatments and cosmetic injectables.” The salon chose to work with skincare brand, dermaviduals. “From the start we were on the hunt for an amazing skincare company with incredible results and support for a new little business like ours.” Alexa explained that they had felt supported by the brand from the get-go – “the education we received, although a very steep learning curve, was second to none. As we also use MAX LED in our clinic and were fortunate enough

we also use MAX LED in our clinic and were fortunate enough although a very steep learning curve, was second to none. As by the brand from the get-go – “the education we received, business like ours.” Alexa explained that they had felt supported company with incredible results and support for a new little “From the start we were on the hunt for an amazing skincare The salon chose to work with skincare brand, dermaviduals. treatments and cosmetic injectables.” Alexa said, “which is why we settled with customised skin treatments, a holistic approach to skin heath and real results,” and nursing industries meant we wanted to offer great skin customisable. “Our vast range of education over both beauty of lasers in favour of a simple treatment menu that is entirely therapists are trained in corneotherapy and have forgone the use every skin is a unique fingerprint.” The team of eight dermal of our treatment pathways is tailored to the individual. After all, with a carefully curated skin care regime. “Each and every one The Aestheticá team are trained to service clients of all ages traditional clinical uniform. also dress in white linens to provide a relaxed alternative to a [It has] definitely contributed to our very fast growth.” Staff our clinic with pictures shared on various platforms every day. treatment rooms. “Our interior has become a main focus for walls, and Roman arches carve out a hallway leading to private dried palm spears and hessian bowls are set against crisp white clinic there is an instant sense of calm and warmth.” Florals, which can be cold… we made sure that when you walk into our and not be considered your typical ‘beauty/injectables’ clinic

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and the skin. considered approach to their clients’ needs, making this salon a feast both for the eyes… Behind Aestheticá’s pretty exterior there’s a team of experts taking a personable and

Byron Bay OASIS

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“I’ve had the pleasure of being in this fantastic industry for over 30 years; it’s allowed me to acquire an extensive range of knowledge with a definite global perspective in all aspects of the professional skincare industry. My area of expertise focuses on effective business strategies and insights into future trends, all of which have led me to speak on many platforms around the world including television and radio interviews, I have been an invited speaker for industry trade shows and national congresses of C.I.D.S.C.O, I.S.P.A. A.S.P.A. and Cosmetex.”

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Professional Beauty’s digital products ensure you stay connected. They are available 24/7 to deliver the latest news and industry trends FREE! Start exploring now:

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TALKING BEAUTY

TALKING BEAUTY PBâ&#x20AC;&#x2122;s Hannah Gay navigates the Australian professional beauty industry, one burgeoning trend at a time.

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THE BUSINESS OF BEING Despite the fact we have been living under a COVID-shaped rock the last six months, there’s no denying the intrigue people have developed around TikTok. Like Instagram, Youtube, Facebook, Twitter, Snapchat and Pinterest before it, TikTok has fallen next in the line-up of insatiable social media apps holding the attention of Australian young people – and for good reason. It’s seriously addictive. With that, Australian businesses have wasted no time in developing marketing strategies to get their names in TikTok’s lights, with big-name beauty brands following suit. The free app, which uses video as its vehicle in the way Instagram uses photo, allows users to create, share and repurpose bite-size video files with the hopes of landing on another’s ‘For You’ page. Unless otherwise directed, all videos are publicly shared to other users globally, without the need for a contact list, following or subscription. Content creators therefore have the capability of garnering millions of international viewers based on a range of algorithmic factors such as hashtag use, song use and shared user statistics like their language, location and gender. The app has garnered 1.6 million Australian users with a sharp rise across the COVID-19 lockdown period from March. Because of this, there’s no question business owners are taking note of promising engagement rates and the conveniently packaged 60-second content limit.

social

Popular beauty-related tags are booming: take #esthetician, which has been tagged to videos generating a staggering total view count of 1.4 billion globally, and #skincareprofessional which has reached an impressive 17 million views. Brands are getting on board too: #nyxcosmetics has reached 71.6 million views, and DMK’s very own promotional tag #imokwithDMK has reached 77,000 views at time of writing. Skincare experts behind Dermalogica’s ClearStart range also jumped on the app early by creating their own videos using Dermalogia therapists, and by locking in paid partnerships with content creators. Consumer cosmetics company, Morphe recently announced their partnership with TikTok stars Charli and Dixie D’amelio, using #morphe2xcharlidixie to spread the word (41 million times, that is). Users themselves can record their own dialogue that can then be repurposed by other users, creating a database of videos filed under a single soundwave. Makeup artist @aideenkatemua shared a self-devised hashtag which since May has been repurposed by dozens of other viewers, going on to generate a total hashtag view count of 637,000 videos and counting. Not only does this practice help to promote the profile of the original user, but it creates a community of other makeup lovers globally. #whatiwantedvswhatigot, on the other hand, places professional beauty services at the mercy of discontented customers

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TALKING BEAUTY

78 who reveal their dissatisfying (and often cringeand cosmetic conglomerates. The difference worthy) results for viewers worldwide, instigating lies in their ability to present themselves as in a chain reaction of viewers who then criticise professionals without the ‘pushy salesperson or professionals, brands and treatments. service’ reputation attached. I’ll admit, TikTok wasn’t on my radar until The company is not without its criticisms, isolation hit. A friend got me onto some of the however. In June of this year, TikTok opened more viral videos and left me hooked. It’s no the doors to its first Australian office. Founded secret my better-half and I can get trapped in in China in 2016, the app has faced recent the app’s bubble for an hour a night, flicking scepticism from within Australia around its though clips without batting an eyelid. TikTok’s privacy measures. Last month, the ABC reported popularity stems from the universality of its that TikTok Australia general manager Lee content with a diverse mix of young people at Hunter had written to our politicians saying it was the forefront of the conversation. People of “critical you understand that we are independent all ethnicities, orientations, class and physical and not aligned with any government, political attributes are party or ideology.” welcome. Suddenly, Despite ongoing THE NEXT GENERATION the glorified versions public concern, user of ourselves and growth has shown no ENJOY TRANSPARENCY, our businesses sign of slowing down. AND ARE AS CLUED-UP as presented on From my AS EVER ON WHAT LIES Instagram feels a perspective as BENEATH THE POLISHED little… outdated. The a 20-something EXTERIOR OF A BIG next generation enjoy year-old social transparency, and are media devotee, NAME BRAND. as clued-up as ever TikTok’s growth on what lies beneath isn’t surprising. the polished exterior of a big name brand. Skincare and makeup tutorials, product While other platforms have seen the rise recommendations and user stories via the of the influencer and have driven anyone who app (whether good or terrifying) keep me knows their contour from their highlight to entertained daily, and have coincidently taught beauty stardom, TikTok users are keen to revert me a great deal on what Australian young back to the OG experts. Sure, our obsession people are willing to believe and buy into. with makeup application remains palpable Whether or not you choose to rush out and and oftentimes humerous (take the infamous create an account for your brand or business, #britishchav transformation videos, for example), there’s no doubt the impending popularity but more than ever before an array of voices of the video mecca is worth a look in, even if are on show, whether that of independent not for anything more than a laugh and a few beauty therapists or representatives of skincare #skincaretips to pass the time. n

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PROFESSIONAL BEAUTY ONLINE AUDIENCE

The results are in! The Professional Beauty 2020 online audience survey reached the inboxes of all of our digital audience.

hank you to everyone that took part - and a big thanks to Square Australia for offering five participants a contactless payment system for their salon! Some of our findings are below. Seventy one per cent of our readership is made up of skincare professionals, with lashes, brows and hair removal coming in a close second and third. The majority of these businesses are located in NSW, with Victoria coming in second, at 22 per cent. Our online audience has valued our coverage of the recent COVID-19 coverage, with the majority saying they relied on our government and regulation news to keep them up to date as the pandemic unfolded. Results showed that our audience also values our industry news, as well as insights on further building their business. We were thrilled that the majority of participants visit www.professionalbeauty.com. au several times every week. We aim to increase that to even more visits, with increased interactive content, videos, giveaways and incentives. Weâ&#x20AC;&#x2122;re extremely proud that the majority of participants rated our online content as five stars, and the majority had also purchased products that they had seen on our site. Thank you for taking part! n

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TALKING BEAUTY

JOCELYN PETRONI Founder of her namesake salon, Jocelyn Petroni sat down with Hannah Gay to chat through the intricate movements that make up her famous Heart Chakra Signature facial treatment.

he movements themselves are not as important as the direction in which they move. The most important component of a facial massage is that you always move towards the direction of lymphatic flow. Lymphatic drainage clears congestion, breakouts, dark circles and puffy eyes. Skin toxins drain to the lymphatic system so enhancing this process clears and brightens the skin by flushing away build up and stimulating cellular production. It aids cellular repair, digestion and regeneration so whilst this topical massage technique occurs on the skin’s surface, it impacts the deepest skin cells and the tissue below the skin’s surface.

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STEP one

Massage the heart area (decolletage) using large circular clockwiseÂ movements.

Illustrations by Joseph G Media

STEP two

Beginning at the sides of the neck and directly under the ears, massage down the neck from under the jawline, down toward your collar bones. Continue to conduct rotational movements.

STEP three

Starting from the centreline of the face, smooth the facial contours out towards the ears, continuing to conduct rotational movements. Donâ&#x20AC;&#x2122;t be afraid to feel the bones and apply firm pressure wherever it feels good.

Jocelyn Petroni Level 1, 80 Queen Street, Woollahra, NSW 2025 02 9363 3662 www.jocelynpetroni.com

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BSI

SPOTLIGHT ON BEAUTY & SPA INSIDERS EVENT We take a look at the stellar speaker lineup.

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DR JOSH WALL

r. Josh Wall graduated top of his medical school class from the University of Wollongong. Dr Wallâ&#x20AC;&#x2122;s expertise is all forms of non-surgical Cosmetic Medicine including: cosmetic injectables, advanced dermal fillers, non-surgical facelifts with threads, body sculpting, intimate area rejuvenations, penis enlargements, and laser to treat all forms skin complaints. He sits on the board of radiofrequency technologies for Cynosure lasers. As the Medical Director of Contour Clinics, Dr. Wall fosters a culture of education and continued professional development. Dr Wall has a passion for marketing, social media and search engine optimisation. These passions have created a thriving business of 2 cosmetic clinics with a third on the way within 18 months. Dr. Wall has been published in multiple peer reviewed scientific journals, and regularly comments for leading womens and cosmetic publications.

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EMMA HOBSON

mma is the company spokesperson for I.D.I and dermalogica in Australia and the ‘go-to expert’ for all aspects of the health and wellness industry. You will see many of Emma’s articles written for the trade press including being a regular contributor to Professional Beauty as well as a sought-after expert providing information and comments for commercial beauty publications both online and in print. Amongst Emma’s more recent responsibilities was the management of the chain of Dermalogica Corporate Retail Stores in Sydney, Australia, allowing Emma to keep on the forefront of consumer buying behaviour and business management. Emma’s many accolades include being chosen by Beauty Directory as one of Australia’s ten most influential people in the health and beauty industry today. Emma’s wealth of knowledge, experience, fun and engaging personality coupled with her sheer passion for the industry makes her a very dynamic, engaging and eloquent speaker.

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SAM PENNY

am Penny is someone who believes anything is possible and lets nothing stand in his way. Sam has overcome some of his biggest fears to chase his dreams. He has swum the English Channel and was the first person in the world to attempt to swim it in Winter. He has created Australia’s number one cheese club, a top selling pharmacy medical device and sold more than $1million of beauty products on live TV. He has been an engineer, an army officer, owned a chain of hair salons as well as handing out Federal Government grants for R&D. It’s true when he says that everything is possible if you have the passion for it.

ANNI DIAMOND

nni Diamond was one of the first recipients of the ABIA Hall of Fame Awards and has been trailblazing in the salon industry for two decades. She is an advanced aesthetic equipment expert and is known as one of Australia’s leading trainers. Anni has mastered the art of the Salon Flip, and now enjoys training and mentoring other salon owners to success. Anni is also the co-creator of the global sensation ‘How to Become a Salon Disruptor’ programme, and as a seasoned presenter, and spends much of her year travelling throughout Australia and North America presenting at industry events and conferences.

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LAST WORD

TYE BATE

A regular Professional Beauty photographer and videographer, we chat to this inspiring creative about his favourite things...

My mantra in life is… “I always learn the hard way. It’s the best education. It sucks at the time, but the lessons stick.”

What this tricky year so far has taught me… “To take one step at a time and keep your eye on the goal and don’t waiver.” My career highlight so far is… “Working with Professional Beauty, of-course! And working in Los Angeles and New York, and getting my first office.”

My goal moving forward is… “To disrupt the content creation market and to build a branch in the UK.”

The biggest life lesson I have learnt… “I came out gay recently. I was holding so much in. So being true to myself is the lesson.”

My favourite place to do shoots is… “Well, filming the Kokoda Trek is pretty awesome! But I’d say sunrises or sunsets are my absolute favourite.”

Setting up my own business taught me… “To have patience, which doesn’t come naturally, and to work consistently at your goal by forming good habits.” If I had one superpower it would be… “To teleport to different countries when I want.”

On a weekend you can find me…. “Catching up on sleep or exercising.”

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The one thing in life I can’t live without is… “My iPhone.”

MEET TYE.... QUESTION 1

QUESTION 2

QUESTION 3

QUESTION 4

In terms of pedigree tell us about the work you’ve undertaken within the beauty industry – both with suppliers and salons?

When considering a new video project – what is central to your checklist in discussions with the business owner?

What can you share in regards to audience engagement via the video medium? How important is interactive video?

From an R.O.I perspective what advice would you offer salon owners when they evaluate video marketing?

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