#BEAUTYSTRONG JULY 2020
TALKING POINT
The Road From Response to Recovery
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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 PRODUCTION MANAGER Jacqui Cooper GROUP ART DIRECTOR Sanja Spuzanic 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.
Copyright © 2020
BHA MEDIA Pty Ltd.
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
7
ED’S LETTER
W
elcome to our July issue of Professional Beauty. We are excited to launch our first digital magazine. Given the ever-changing business environment over the last few months, the team here wanted to make sure we kept you up-to-date with all the latest news as it happens so we will also be offering an August digital issue to keep you ahead of the game. Don’t worry though your trusted – Professional Beauty magazine will be back with a bumper issue in September just in time to celebrate our 25th anniversary. We have always been at the forefront of the B2B beauty industry and now is no exception. The team has been busy behind the virtual scenes compiling everything you need to know about how to propel your business forward in 2020. One of our major introductions since March has been the #BEAUTYSTRONG initiative which is an online hub within our website where visitors to www.professionalbeauty.com.au can find the brand’s entire Coronavirus-related content in one space. So get searching! To extend this theme we have titled this special issue #BEAUTYSTRONG. A major highlight is our Talking Point feature – The Road From Response to Recovery. I have a video chat to the ever inspiring Otto Mitter – Managing Director Ex-Niche Products about how businesses can change their game plan. We also feature industry leaders who offer their advice on how they have adapted their operations during this time on page 24. Enjoy the read and see you in August!
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CONTENTS
8
CONTENTS 7
Editor’s Letter
10 Expert Talk 12
Top Picks
14
What’s on PB Radar
16
News
24 Talking Point 42 Tax Time Tips 46 Retail How To Surive 56 The Tipping Point 60 Makeup - Glowing skin 62 Skincare - Face mists 64 Skincare - Overnight treatments 66 Skinfluencers - Established v Private Label Brands 72 Salon Profile - Cosmedic Professionals 76 Career How I Got Here - Lillian Caron 80 Talking Beauty with Hannah Gay
42
72
46 WWW.PROFESSIONALBEAUTY.COM.AU
14
CONTRIBUTORS
Neil Osborne He is the founder of the Sales Catalyst and shares his thoughts on creating a business game plan in our Retail feature on page 46. “Companies need to take the time to consider how they can shift their sales and marketing focus from sellin promotional activity, to stockist
Lilliane Caron
supportive sell-through activities.”
Congratulations to this inspiring doyenne who celebrates 40 years
Lisa Zwart
in the beauty business. One of the biggest lessons she has learnt: “You can’t do everything yourself.
We chat to this Dermal Therapist and
Building a team that you can rely
Co-Owner at Manly’s Honey Body Salon
on and trusting them to do their
about working with well-known brands in
jobs is something that I’ve learnt
Skinfluencer on page 68. “It comes down
later on and it really helps the
to efficacy, time and training. I want well-
business thrive! I love the quote:
researched products with cutting-edge
‘Hire for character and train your
technology, delivery systems and ingredients
people to give them skills’. Read
that are constantly being improved upon and
her story on page 76.
which will give my clients results.”
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CONTRIBUTORS
9
EXPERT TALK
10
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.
LYDIA JORDANE CEO & Founder LYCON Cosmetics
Now salons have re-opened what does this mean for your business? “We are all elated that salons are again opening their doors, with much enthusiasm from both therapists and their clients. There have been some rather bushy eyebrows hiding away, not to mention other things, so it is wonderful for all concerned to have the wax pots going, facial beds ready and hands on deck doing what we do best. At LYCON we never closed, so our warehouse is very stocked up and we are pleased the orders are flowing in and to feel the positivity in the industry.”
LISA FELEPPA
Brand and Marketing Manager, Comfortel Furniture What is the one strength you have learnt during this challenging time in the industry? “The genuine support and respect of each other within the industry over this period has been truly inspiring. It gave us ALL the time to focus on our business and goals. Whether it’s a new business startup or ambitions, its given us the chance to rejuvenate and re-invent. Some of today’s most successful businesses emerged after the last recession in 2008. I see the same for our industry during the COVID-19 Pandemic.” It’s been a time to reflect and rethink and it will allow us to re-emerge as a stronger industry.”
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SOPHIE LYONS Marketing Manager Reed Exhibitions
What can the industry expect from this year’s Beauty Expo? “We at Beauty Expo Australia aim to deliver an event that will re-unite the beauty industry after months of difficulty. The 2020 show is the first major professional event on the beauty industry’s calendar since the easing of social distancing restrictions, and will give salon owners and beauty brands the opportunity to meet face-to-face, network and hear from world class speakers on an array of key trends and current affairs.”
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
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TOP PICKS Want to know a few of our favourite things this season? By Anita Quade
JANE IREDALE
Beyond Matte Liquid Foundation is a primer, concealer and foundation in one that helps to minimise the appearance of pores, smooth the appearance of uneven texture and reduce shine. It’s a clean, weightless, liquid formula with buildable, stay-put coverage and a natural-looking semimatte finish. Available in 18 shades. www.margifox.com.au
ULTRACEUTICALS
This brand is getting bigger...it has released its Ultra Hydrating Lotion and the Ultra Moisturiser Cream in a supersize 150ml for a limited time only - on counter July 5th.
BESTOW BEAUTY
Bestow Collagen Boost Powder with added Vitamin C and Zinc slows down the visible signs of skin ageing. It boosts skin elasticity, plumps out wrinkles and promotes youngerlooking skin. This pot of magic will also promote healthy hair and stronger nails. www.bestowbeauty.com.au
Ultra Hydrating Lotion This lightweight, fast-absorbing lotion hydrates and restores suppleness to the skin. Moisturising ingredients (Ceramide-3, Linolenic Acid & Cholesterol) nourish the skin’s lipid shield. Sodium PCA, Urea and Sodium Hyaluronate support the skin’s Natural Moisturising Factor (NMF). Ultra Moisturising Cream This rich moisturiser helps to balance and maintain the skin’s hydration levels. It features powerful moisturising ingredients, Provitamin B5 and Shea Butter, that work by retaining moisture on the skin. www.ultraceuticals.com.au
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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
14
ON OUR RADAR The people, places and events that Pro Beauty is currently crushing on
STUDY FROM HOME HANDY WORK Alpha-H donated 300 bottles of branded hand sanitiser to local Australian businesses and to their online shoppers through the peak of the COVID-19 pandemic. Alpha-H’s Global Brand Manager, Stephanie Forge explained that the operation moved from a thought to reality within two weeks in direct response to the national shortage of the product. “Our operations team were the first to identify that we had the potential to create our own hand sanitiser with materials we had on hand, and from there we worked as fast as possible to produce it for our customers,” Stephanie said. “We received some really positive feedback and the businesses we sent to were extremely grateful.” Alpha-H continued to supply complimentary hand sanitisers with all online orders throughout June. BLC Cosmetics 1800 659 777.
facebook.com/ProfessionalBeautyAust
Ella Baché College has recently replicated its Diploma of Beauty course for online, meaning Australian students can access training and tools at any time and from anywhere. The April launch coincided with state-led social distancing laws. Ella Baché CEO, Pippa Hallas said on the virtual program: “Our full scale online learning platform for the Diploma of Beauty students is currently rolling out, with online content, videos, 1:1 educator tutorials and virtual practical assessments. The student feedback is fantastic as they can learn everything from home in a digital way.” Sign up at www.ellabache.com.au/pages/college.
@pro_beauty_aus
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ARTIST AWARDS
Entries for The 2020 Makeup Artist Guild Asia Pacific (MAGAP) Awards will remain open until Sunday 9th August, at which time the judging process will commence. The awards are designed to recognise and celebrate the talent of Australian makeup artists across a variety of categories, including editorial, event/bridal, video, and education. Entry fees have been reduced in light of COVID-19. For more information, head to www.themagap.com/magap-awards.html.
According to Pinterest, searches for SNS NAIL REMOVAL
AT HOME saw a
732% INCREASE DURING the pandemic
MAGNETS, BABY
Qi Beauty International is educating skincare practitioners in the field of Static Magnetic Fields (SMF) out of their Gold Coast Head office and their affiliated Australian clinics. The facial treatment works by interacting with magnetic energy present in our dermal layers, changing the physical structure of cells to allow for the function of healthy ions. Treatment Developer and Trainer, Kathy Pedersen describes the effectiveness of using SMF in “manifesting changes in skin fibroblasts, blood profusion, cell morphology and lipid rearrangement.� To learn more, visit www.qibeauty.com.au.
linkedin.com/company/professional-beauty
WWW.PROFESSIONALBEAUTY.COM.AU
@ProBeauty_Aust
NEWS
16
NEWS The who, what, where and how of the beauty industry, through the pandemic. By Kerrie Simon-Lawrence. BEAUTY & SPA INSIDERS RESCHEDULED BEAUTY & SPA Insiders has been rescheduled to take place in Sydney on Monday 26 October 2020, the organisers have announced. The decision to reschedule the oneday summit co-hosted by Professional Beauty and SPA+CLINIC for salon, spa and clinic professionals has been taken in light of recent coronavirus (COVID-19) circumstances. The one-day summit will still take place at Ovolo, Woolloomooloo in Sydney as originally planned, now on a new date. Glenn Silburn, publisher of Professional Beauty, said, “We’re now working towards delivering an event that will allow the industry to regroup, to learn and to grow, together, at BEAUTY & SPA Insiders on Monday 26 October 2020. It’s on the same day of the week, at the same venue, just on a different date. We would also like to thank the exceptional events team at Ovolo Woolloomooloo for their understanding and making it possible for the event to go ahead. This industry – and community – is all about collaborations and working together, positively, and that’s what we’ll continue striving to do.” Craig Hawtin-Butcher, publisher of SPA+CLINIC, agreed, saying, “Now is the right time for us to seize the initiative and provide certainty for our speakers, sponsors and delegates. For the sake of absolute clarity and certainty, rescheduling is the right thing to do. Are we disappointed? Absolutely. We’d had a great response about the event taking place again after last year’s successful launch and were putting the finishing touches to our speaker line-up, but we’re also clear about our role in the wider industry and the responsibility we have to take positive action. We owe it to the industry to support businesses and staff impacted by what is unfolding and not be a potential distraction.” Registrations will carry over to the new date, no action is required by delegates. Organisers will be in contact with speakers and sponsors. For details mail Beth Tobin at btobin@intermedia.com.au
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17
DON’T SUFFER BEAUTY BURNOUT Doors have re-opened, but your wellbeing must be a priority. We’ve been locked down since March, so chances are we’ve hit the ground running. That said, overdoing it in an attempt to “make up” for the time we’ve lost has the potential to result in burnout. Coined the ‘21st Century Syndrome’ thanks to the huge number of individuals that overwork themselves to the point of breakdown, the World Health Organisation has reclassified the condition as an official syndrome. Here’s how you can avoid it, for you and your staff. Keep your staff to their hours: There’s a good chance your staff are rattled, and want to assure you that they’re committed to their job. “They’re going to be unsettled for some time,” says human resources expert Lynne Chang. “They’re going to be worried that once JobKeeper runs out, are they going to lose their job? Are you going to be looking to make redundancies? As a result, they may take on additional hours, arrive early and stay late, in an attempt to show you their dedication. But this isn’t maintainable. Speak to your team. Tell them that you’ll be clear and honest with them as the situation unfolds.” Give yourself a break: We know, that’s easier said than done, especially when you’re trying to get your livelihood back on track. But slowing down will help you to move forward. “Working yourself to the point of breakdown isn’t going to be good for your or your business,” says Lynne.
SALONS REPORT RE-OPENING WEEK “BIGGER THAN CHRISTMAS” When salons threw open their doors open in June, they knew there were a lot of customers keen to use their services. What they perhaps didn’t expect was crashed booking systems, back-toback treatments and a week that saw more in sales than Christmas. Danielle Charlton, owner of Daniela Beauty in Balmain, said that her phone started ringing the moment the announcement of the eased restrictions. “Everyone is keen to get in, in the first week,” she said, adding that she is looking to hire new staff immediately. It’s welcome news though, given that her business was down 80 per cent during the nine-week lockdown. “I tried hard to think outside the box…I brought in facial kits for home use and special beauty boxes. They were both popular, but I was still at least 80 per cent down.” Similarly, Kristin Fisher of Kristin Fisher Eyebrows in Double Bay took a record number of bookings. “We had over 2,000 bookings. Every day we had a staggering number of inquiries and booking requests,” she said. “June looked like a December trade where we simply did not have enough hours in the day to cater to client needs.” Kristin said she was planning on expanding her team, and has already hired Stage who are exclusively responsible for managing hygiene procedures and demands.
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NEWS
18 TOUGH COMPETITION
With thousands of staff stood down during the pandemic, many will have found interim employment. When Australian salons went into lockdown in March, many salons were left with no other option but to stand staff down. That is, enforce leave without pay. And while the introduction of JobKeeper certainly lightened the salary burden for many salon owners, there were also many other employees that didn’t qualify for the payment. And now, with salons reopened, many are using fewer staff, given the socially distancing rules. With that in mind, staff that weren’t in a position to receive JobKeeper may be, or have been, forced to look for alternative employment. And yet for many salon owners, building up a strong, loyal team can take years, and letting them go is often the last resort. “Obviously, no one wants to lose good staff,” says business advisor Jessica Petersen. “However, if you’re expecting staff to remain loyal while not working and not receiving any pay, you’re going to need to be flexible. And one way to be flexible is to allow those staff members to seek alternative work while they’re stood down from your business.” On any occasion that staff hours or salary is reduced, a new contract will have had to be implemented, Jessica explains.
PREPARING FOR BUSINESS AFTER JOBKEEPER The salary subsidy will wind up at the end of September. The Federal Government’s implementation of the JobKeeper scheme has allowed thousands of salon owners some relief, reimbursing them $1,500 per employee, per fortnight. The aim of the scheme was to assist business owners to keep their staff, and reducing the country’s unemployment rate. But what will happen when JobKeeper winds up at the end of September? According to the Australian Small Business and Family Enterprise Ombudsman (ABSFEO), Kate Carnell, businesses need to be planning for life after JobKeeper, now. “What they shouldn’t do is wait till then because there’s a whole range of things happening at the moment. The ATO has deferred payments for small businesses that have been affected. So many might owe the ATO, they’ve deferred them for six months, but you’ll have rent deferral payments, too. You’ll potentially have an SME guarantee loan, you’ll have to be starting to pay payments then as well,” she said. Essentially, salon owners need to be mapping out ways that they will be able to pay their staff once the JobKeeper allowance ends, and their other bills start rolling in.
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NEWS
20
RE-ENGAGE YOUR STAFF THE LOCKDOWN PRACTICES YOU SHOULD KEEP, AFTER THE PANDEMIC Your survival methods could hold you in good stead, long after COVID-19. Six weeks. That’s how long most of the Australian beauty industry was locked down. And during that time, many salon owners reassessed just what it was that made their business different. Here’s a rundown of some changes that your salon may have made, or could make, and keep, even when the pandemic has long gone. SOCIAL MEDIA INTERACTION There was a time that this was our only contact with our customers, and feedback is that they loved it. So why stop now that our doors have re-opened? “Fact is, we’re a digital society. And if you consider that a customer may visit your salon every four to six weeks, that’s a lot of time in between that you could be engaging them with videos, tutorials or live sessions,” says digital marketing expert, Janice Carlton. ONLINE SALES Many salons ramped up their e-commerce offerings, in a bid to sell product to customers, even while their doors were closed. Janice suggests that keeping on top of this could only be a good thing. “The thing with online shopping is once you’ve seen how simple and efficient it is, you become a bit of a convert.”
Getting back into the in-salon mindset can be difficult. For salon owners, the wheels are starting to turn again on our business, while staff are getting back in the salon and face-to-face with their clients. And while they may be super-keen to get back into the swing of the day-to-day, re-engaging after almost three months of being at home can be tough. Here’s how to ensure your staff are ready to hit the ground running. PREPARE STAFF FOR NEW POLICIES If you have a staff manual, have it updated and ready to go. Update new cleaning processes and policies in client interaction. “You may have previously had a strict cancellation policy, but now you need to encourage customers to stay home if they’re sick,” says business expert, Teagan Robinson. “Ensure that your front-desk staff communicate this to customers.” You may have created a pretty thorough safety check-list for your salon, but unless your staff knows about it and how to implement it, it’s not going to be as effective as it should be. “Let your staff know the reasoning behind changes and provide any necessary training. Give your staff positive language they can use if customers don’t comply with the guidelines. For example, if you’ve decided that all customers need to wear masks, train your staff in a positive way to react, so that your entire team responds in a uniform manner, reducing fear and frustration.” says Teagan.
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NEWS
22 THE DEATH OF THE WALK-IN? Bookings and waiting lists are likely to be the ideal way to keep your salon safe. Salons are open, and while our beauty workers are getting down to the business of taming eyebrows and trimming cuticles, it’s becoming clear that it may take more time for things to return to the way they were. With social distancing rules and health checks in place, salons are being encouraged to refuse walkin appointments. BOOKINGS ONLY Salons are going to be operating to new capacity rules whereby a maximum of ten customers are allowed at any one time. “Salon owners may need to move stations further apart to meet social distancing rules, and they’ll need to add time between appointments to ensure appropriate cleaning, disinfecting and sanitising takes place,” says business advisor, Simon James. “The aim should be for customers not to cross paths within the salon. For this reason, bookings need to be the only way that customers are able to get an appointment.” Opening an online booking on your website allows your customers to not only book their treatment, but to also fill out a questionnaire regarding their health and travel history.”
COSMOPROF WORLDWIDE BOLOGNA HAS A NEW DATE After a successful online expo, Cosmoprof has announced the dates for its in-the-flesh conference. After cancelling the 2020 edition of Cosmoprof Worldwide Bologna due to the Coronavirus pandemic the organisers have announced the 53rd edition of the international B2B event, will be held from 18 to 22 March 2021. Furthermore, it’s expected that the show will maintain its impressive ability to gather huge numbers of attendees, with over 3,000 companies and 265,000 operators from 150 countries expected in attendance. “In these months we have never stopped our activities,” says Gianpiero Calzolari, President of BolognaFiere. “To face the forced lockdown, we implemented new business tools to keep giving voice to the excellence and quality of the cosmetic industry. Today a new phase is starting for us: we are working to our show scheduled for next spring, to offer international companies and operators a high-performance and content-rich event, in full compliance with the required safety standards.” Enrico Zannini, General Manager of BolognaFiere Cosmoprof agreed, saying, “The exhibition in March 2021 will be a fundamental step in our development strategy. We will make our entrance into a new decade proposing cutting-edge initiatives and technologies, which have been implemented thanks to the competence and recognition gained over our 50-year history, to optimise our offering of B2B services.” Tickets purchased for the cancelled 2020 conference will be valid for the 2021 event.
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TALKING POINT
25
TALKING POINT:
The Road From Response To Recovery As the beauty industry is once again kickstarted, the landscape looks dramatically different. Anita Quade chats to salon owners and suppliers about their future outlook.
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TALKING POINT
26
ADVANCED COSMECEUTICALS Tell us what major adjustments you have made to your business going forward to remain competitive in the market during this crisis? “During this crisis our main objective has been to ensure the health and safety of our staff and clients, and support our customers as much as possible. We changed the format of our comprehensive training programs from in-clinic / training schools to online training with our national and international Educators. We also now offer live webinars that are recorded for our clinic partners to download for future use. Another major adjustment was the relaxation of our online selling policies in a bid to fully support our clients during this time, ensuring they are able to earn some income with retail sales. Our marketing team also created opportunities by offering our clients special promotions, discounts, GWP offers and other support tools to help clinics on their return to reopening.” What impact has the pandemic had on your business? “The impact on Advanced Cosmeceuticals has been more about adjusting our approach in the short-term. We have had to amend our opening hours to ensure safe conditions for all our staff that have largely been working from home where possible. Also as many of our brands are international, we have encountered major delays in freight, which has impacted our ordering process, but like every other business, we have had to adjust and adapt and do the best we can in the situation. For us, it has been about finding ways to be resourceful and flexible.”
What is the forecast for the future of your business? “ We couldn’t have predicted 2020 so far; so one thing we have learnt is that you cannot forecast the future. However we are very fortunate to have amazing brands and devices within our portfolio that have constantly grown from strength to strength and we expect this to continue. There will be some changes in head office due to social distancing rules, however this pandemic has forced everyone to think outside the box and do things a little differently. Some of these new procedures are working well and we will look to continue these in the future, such as offering online training as an additional training tool. Finally, we envisage that Advanced Cosmeceuticals will continue to grow and excel with high performing, scientific brands and devices that provide results.” What is the biggest strength you have discovered during these challenging times? “ Our strength has definitely been the entire Advanced Cosmeceuticals team. Our team has always been the backbone of the company but this pandemic truly reinforced just how much. Solutions rather than problems has been our approach and this is what has enabled our company and clinic partners to weather the storm through this challenging period.”
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Catherine Biedermann Managing Director Advanced Cosmeceuticals www.advancedcosmeceuticals.com.au
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TALKING POINT
period but our valued clients are returning and we have also seen growth in some of our services. You can never get back the revenue forgone during the closure however we have survived with our client base intact and growing. We are also experiencing new clients who have traditionally travelled elsewhere for their treatments coming to us and we are confident that once they experience our high standard and personalised services that they will remain with us. So that is actually a positive.” What is the forecast for the future of your business? “The forecast for our business is very healthy. As mentioned previously, our valued clients are returning to us for their treatments and it would appear that our base has remained intact. We are experiencing growth in our business with new clients booking in daily since we reopened. We believe that this growth will continue moving forward and that we will retain our new clients as repeat clients. Once they experience our service they will want to stay with us.”
ULTRA BODY & SKIN Tell us what major adjustments you have made to your business going forward to remain competitive in the market during this crisis? “As a relatively new business we are looking to increase our marketing activities to improve the enquiry and conversion rate for some of our services. We are experiencing growth in certain sectors and many of those new clients are also then booking in for our other services. We see an opportunity to expand our reach in other aspects of our business which we are confident will then flow across our range of services.”
What is the biggest strength you have discovered? “Our biggest strength has always been our very high standard of professional and personalised service. We have a very loyal client base who constantly provide us with positive feedback. We believe that this will also be the case with our new clients. Our other big strength is in the range of services that we provide which enables our clients to get everything they need in a one stop shop. Our clients regularly come in for a particular service and then book in for other services that we provide.”
What impact has the pandemic had on your business? “The forced closure of our business due to the pandemic has obviously had an impact during that
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TALKING POINT
EUPHORIA SKIN Tell us what major adjustments you have made to your business going forward to remain competitive in the market during this crisis? “Working alongside the guidelines we have implemented a safety plan which ensures our team and clients feel safe and confident in our clinic environment. Including hand sanitising stations, temperature checks on arrival, COVID health checks, disposables and PPE gear, we strive at all times to uphold the highest level of hygiene within the clinic, these changes have been added in addition to our withstanding protocols. And of course, team morale has been a big focus for me as a leader, ensuring constant open lines of communication within the team via Zoom sessions to connect, and fun Friday night online get-togethers has meant we have all stayed connected and we were all ready to step back into work energised, enthusiastic and to continue with our clients skin journeys. During our closure period we have stayed actively in touch with our clients via social media, email campaigns and providing them online skin checks, also ways in which they can relax and unwind during these uncertain times in the comfort of their own homes, essentially looking after not only their skin health but their overall wellbeing. We are so grateful to have a loyal and committed client base, which has meant that upon our return it has been business as usual.” What impact has the pandemic had on your business? “The pandemic has had both positive and negative impacts on our business. With little-to-no warning the biggest impact on our business has been financial, with the sudden closure of our doors came an instant loss of income with accounts outstanding along with bills still accumulating during the closure period.
Alongside this challenge, we have experienced growth and diversity with the way the business functions, it has given us time to digitally convert our systems to efficiently run paperless and build our online team portal which has been a goal of mine for many years. By far the greatest impact we have seen through the pandemic is client’s loyalty and camaraderie. There is a huge level of comfort and strength that is found in our dedicated Euphoria Skin following and community.” What is the forecast for the future of your business? “Our businesses prospect is BRIGHT! We are determined to further grow and evolve our business to thrive within the current climate. We are finessing our business model to work smarter and not harder, by initially reducing our trading hours and treatment menu this enables us to service our clients to the level they expect from us whilst rebuilding our cash reserves.“ What is the biggest strength you have discovered during these challenging times? “The biggest strength without a doubt has been my dedicated team and our wonderful clients. The level of professionalism, adaptability, and resilience my team has shown through this time has left me so humbled and proud. Our clients have always been so loyal through our years in business. Upon our return to the clinic we had an abundance of clients eagerly wanting to be put on our waiting list and book in their long-awaited treatments.”
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Natalie Arakelian Founder Euphoria Skin www.euphoriaskin.com.au
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TALKING POINT
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EX-IMPORT NICHE PRODUCTS Tell us what major adjustments you have made to your business going forward to remain competitive in the market during this crisis? “This pandemic has certainly made us look at everything that we do, but literally the need to supply professional use only products just came to a stop. As salons closed there was no need for people to do services and as a manufacturer and supplier we literally had more time on our hands to work on the jobs that we were struggling to get finished. Many salons owners had some time to upskill and we got an influx of students during this time. We have revamped our online learning platform and made some great improvements to this, we
have never really promoted our online classes that much because we really prefer delivering handson training to our students, but of course COVID really changed that a lot and salons were calling us frequently asking if we could offer a solution. We looked at the current offering we had and gave it a complete overhaul and now in my opinion it’s one of the most extensive online courses available in our field. Another area that we have been revamping is our retail product line. Retail products became a lifeline for some of the salons that work with our range, as it allowed them to make some income during the closure period and also keep the channels of customer relationship moving along.”
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What impact has the pandemic had on your business? “Well like many beauty brands that produce professional use only products things slowed down and the financial strain was difficult, we were fortunate enough to keep all of our team on throughout the closure which gave me a great feeling because our team dedicate so much and work really hard for our company. I was lucky I had some savings in the bank and we could ride through the storm a bit with this one, I’m so very grateful. We listened to their concerns and reminded everyone that we have a great support network within our company and that we are all here for each other. Luckily for our business we focus on lashes and brows and if we have to wear masks, our lashes and brows still have to look A1! We are seeing a surge again with orders and clients getting back to the salon for treatments which is fantastic news for everyone. What is the forecast for the future of your business? “The future for our company is looking very exciting. We currently supply to over 60 countries around the world with our products but during COVID we had to make one of the biggest decisions to date and are now expanding with the launch of our new company in the USA. This is literally the biggest investment in time, money and resources we have ever taken on, but we had a door open and in the best interest for our customers we needed to make the change and even if it does seem like a pipe dream, we need to just go with it and make magic happen. This year is our 25th year in business and we plan to celebrate with the launch of a new range of products throughout the year, followed by some special events when we are allowed to all fly around the world again. Get me on that plane already!”
I HAVE ALWAYS BEEN MOTIVATED TO MAKE THINGS HAPPEN AND UNDERSTAND NOT TO EXPECT THINGS TO FALL IN MY LAP. What is the biggest strength you have discovered during these challenging times? “I don’t think I could name just one. I would have to say resilience and perseverance is the first thing that comes to mind, not only for myself but for so many of us that have had to just hold on and regroup, reset our mindset and trust that things are going to work out in the end. I’ve always been motivated to make things happen and understand to not expect things to fall in my lap, so many people have had to dig deep and stay focused and positive to keep themselves and others around them motivated to keep kicking goals through this time. Through showing your resilience it actually inspires others to do the same, it has a knock-on effect, a bit like when you smile at someone when you walk past them in the street and generally they’ll smile back and spread that positive energy, it really does wonders and helps others to deal with struggles they face. 2020 is a new era in the human race - one that all of us here will remember as the time of change, reset and resilience and moving forward for a better future.”
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Otto Mitter Managing Director Ex-Import Niche Products www.eximport.com.au
TALKING POINT
ARTAV AUSTRALIA Tell us what major adjustments you have made to your business going forward to remain competitive in the market during this crisis? “We had to step back very quickly and analyse and try to predict where from our diverse product range we may be able to still have relevant offerings to cover the needs of the changed landscape of the professional market. It meant a massive team effort, requiring extra effort and hard work.” What impact has the pandemic had on your business? “Initially (shorter term) it created a massive shift in product lines, where the focus is and a change in plans for how to produce these lines (ie. what we thought we would be making, we weren’t). Then there was the increased costs from various areas, cost of business, cost of the quick shift into producing other lines.”
What is the forecast for the future of your business? “One of change and flexibility. It seems the massive economic downturn will be felt for a long time after the initial problem goes away. The business will have to continue to be flexible, creative, and open-minded to work through what’s ahead.” What is the biggest strength you have discovered during these challenging times? “The flexibility and commitment of our team, and their interest in working through an unknown period that we all faced and will face. Also the diversity and large product offering we have built up over the company’s history of 60 years.”
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Andrew Taverna Director Artav Australia www.artav.com.au
TALKING POINT
SKIN CORRECTIVES Tell us what major adjustments you have made to your business going forward to remain competitive in the market during this crisis? “With everyone’s focus shifting to the online world during the COVID pandemic, we decided to refresh our branding and website to ensure we were able to stand out. This was already on the cards, but the mandatory shutdown period gave us the opportunity to really focus on this project. It meant that we were able to spend far more time and take a much more considered approach to our rebranding, gathering input from the entire team to create a greater client browsing experience. As a skin clinic that customises our skin journeys and offers many advanced modalities, it can be difficult for a client to visualise what their skin journey might look like. We created a treatment menu and detailed service descriptions to make it easier for clients to navigate their way through the website, as well as to support therapists in mapping out the customised skin programs for
our clients. We have also made our website more resourceful for our existing clients to provide them with practical information and advice they need for the best, long-lasting results from their treatment programs. The shutdown was also the perfect time for us to switch to a more effective appointment and client management software program. This, together with our new website, has enabled us to provide a seamless customer experience, with online booking, gift voucher purchase and online payment all managed in the one place for greater convenience. The team was also able to review all of the informed consent and consultation forms for our treatments, which have now been improved and streamlined in digital format. In fact, we have now gone completely paperless which was a big limitation with our previous software.” What impact has the pandemic had on your business? “Like all businesses, we have been affected with the huge loss of revenue and having to restructure the
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37 team with a couple of team members choosing to go on JobSeeker rather than JobKeeper. That being said, the remainder of the team has been incredible and has truly shown what it means to stand together through tough times. We have managed to do all of the things we struggle to do during the busy times. This was an opportunity to completely stand back, reevaluate, and get rid of everything that no longer served us, while also looking at more effective ways of doing things. Not only did we focus on rebranding, the new website, and moving over to a new appointment and client management software, but we also updated our treatment protocols and informed consent forms and have now gone totally paperless. We also reorganised and sorted through each of the clinics, going through all of the archives and destroying outdated documentation with the help of a local non-for-profit business that provides meaningful employment for people with disabilities. We also did some internal painting in our Shellharbour clinic and installed new flooring in our Wollongong clinic. Given this progress, I think the long-term impact of the pandemic will be positive for us in the business.” What is the forecast for the future of your business? “With all the positive changes we have made in the business and with the support of my fabulous team and loyal clients, I believe we will recover well and flourish once again. Ten years ago, I arrived in Australia and opened our first clinic in the thick of the GFC. Funds were limited with the terrible exchange rate from the South African Rand and selling our home in the midst of the GFC, and of course, there was the huge cost of relocating our lives to Australia. Despite not knowing anyone and not even understanding the value of the AU Dollar, I was able to navigate my way to success and open our second location 18 months later. I therefore have no doubt that with perseverance and commitment, we will, as they say, rise from the ashes. I have had to reinvent myself, adapting to
different ways of life in multiple continents over the past 30 years of my career in the beauty/skin industry, so this feels no different. I embrace all of the positive things that this pandemic has given us and look forward to looking back on it as just another bump in the road to success.” What is the biggest strength you have discovered during these challenging times? “To be honest, I did not discover any strength I did not already gain from previous challenging times in my life, but what I did ‘discover’ is the incredible force we are as an industry and how many amazingly beautiful people we have to support us. I came out of an 8-day silent retreat only 5 days before we had to shut down. I was truly in shock at what had happened in the world in just 8 days! We’ve had to deal with the uncertainty of when we would be able to open and how we would financially cope, navigate through JobKeeper and JobSeeker and the lack of clarification, deal with landlords while not knowing when we could open and what was required once we did open - goodness me, what haven’t we all had to deal with? It’s only been a short time but it has felt like forever. Yet, through it all, we supported each other, helped, uplifted, encouraged and cared for eachother. Industry mentors have been doing their bit to support everyone and many of us were given an opportunity to represent our industry and have our say. I have always been passionate about our industry, but have fallen even more in love and feel even more proud to be part of such an incredible industry of passionate caring people. In the words of Vanessa Main when she launched her Facebook support group Salons and Spas Surviving Covid-19, “Together we are stronger!”
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Karen Meiring de Gonzalez Owner and Director Skin Correctives www.skincorrectives.com
TALKING POINT
39 DERMA AESTHETICS Tell us what major adjustments you have made to your business going forward to remain competitive in the market during this crisis? “Despite many changes to adjust to the way our clients have been able to retain some form of operation via retail sales and ‘virtual consulting’, we’ve remained true to our values and not changed or adjusted the essence of derma aesthetics. dermaviduals is a customisable skincare range that still remains internet sales free to support the industry and you as the practitioner. While our clinics couldn’t physically open, we received so many messages appreciative that we were truly supporting our clinics by our campaigns to drive consumers their way. We have made modifications for our clinic owners to adjust to more convenient buying behaviours for their customers and reflected this on our website and social media messaging. To remain competitive, we’ve had to be diligent with our management and conservative with our cash. There is a lot of risk fluctuating in the marketplace that still needs to be accounted for, but by focusing all attention on our customers who need our help right now is the best way we can remain competitive - it’s not rocket science! Throughout the COVID period, we have communicated with our customers even more regularly - in fact, communication has never been more important.”
confronting, without fear and panic, has helped us to lead both internally and externally the industry at this time. As we have said - taking the ‘y’ out of emergency and emerging has changed the way we think from the outset of the pandemic. Like most businesses we had to redefine the way we worked with our partner clinics throughout lockdown. We’ve worked hard to turn long-term plans into shortterm realities. Take our education, for example – we have always valued the physical classroom environment so highly (and still see the value in that) but have taken our core Skin, Corneotherapy & Product Knowledge online and are now working on an online Education Hub to provide even more options for therapists to upskill & learn. Internally, the pandemic has brought our team closer together. Team Derma have really banded together whilst facing the unknown and it has been amazing to watch. We have seen so many new skills developed as we’ve adapted to our new normal. As is part of our culture, we’re all very conscious to take time to really check in on each other and offer support from afar. Whilst we’ve transitioned to mostly work from home, we are all especially enjoying our Wine Wednesdays where we virtually get together mid-week for a catch up & check in! A safe, flexible and welcoming work environment has fostered resilience and morale that has actually strengthened our business.”
What impact has the pandemic had on your business? “It enabled us to conduct a detailed review of our operations and the way we conduct business - of course reducing our overheads and using the time effectively to re-frame has been a huge learning curve. We utilised valuable insights and feedback from our partner clinics to adapt to their changing needs during the pandemic, to continue serving them to the highest standards. Facing difficulties head on and
What is the forecast for the future of your business? “A crisis is a terrible thing to waste. Throughout COVID, we have been focusing on the little bit of positive that comes out of change. A focal point for us has been working on a strategy to ensure our team comes out thriving to support our clients; people are our biggest asset. Keeping our team motivated has been core to our management strategy, and ensures we come out of COVID ready to support our clients.
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TALKING POINT Essentially, we see a strong future for our business and whilst we have made short term adjustments to our forecasts, we have found efficiencies that mean we are in an even stronger position to realise our dreams. Whilst we have made slight modifications to our 12 month business plan, our 3 year plan remains unaffected.” What is the biggest strength you have discovered? “It would have to be leading people by both externally supporting our community of dermaviduals therapists and internally supporting our team of amazing humans - managing outcomes and expectations on both fronts. This was certainly a challenge when we were in such unchartered waters! We learnt to keep our communication channels open and flowing. A clear, transparent and empathetic approach to messaging was key to helping our partners and staff understand our reasoning behind any operational changes and how we could continue supporting them and adapting to do this better. Communication is always important, but especially
so when a situation such as this is so unpredictable and unprecedented. We have a private Facebook page that all our dermaviduals partner clinics (AKA our dermaviduals family) is part of, which became the first place we would share any breaking news or new information that was applicable to our partners and/or industry. We focused on sharing accurate information from trusted sources, to eliminate all the hearsay and guessing that was so commonplace. Our strengths have certainly turned into a game changer for our business and we will continue to develop our people to be curious about doing things differently with boundless energy and a vision to change lives, not just skin.”
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Reika Roberts Co-Founder Derma Aesthetics www.dermaviduals.com.au
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TAX TICKLIST
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TAX TIME FOR BEAUTY TECHNICIANS Nobody wants to pay more tax than they have to and the key to minimising your taxes is to ensure that you claim all the deductions you’re entitled to. If you’re a beauty technician there’s a long list of potential claims that might apply to you. Here is your ticklist. By Mark Chapman. The Golden Rules of Tax Deductions If you want to make a claim for work-related expenses, you need to follow the three golden rules: • The expense must relate to your work • You mustn’t have been reimbursed by your employer • You must be able to prove that you spent the money. That means that you must keep receipts, invoices or statements to demonstrate that you actually incurred the expense. The top tip is to keep electronic copies of all documentation relating to expenses. Paper receipts get lost or fade, so keeping everything together on your phone or computer will save time and effort when you come to complete next year’s tax return.
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TAX TICKLIST
44 WHAT CAN I CLAIM? Using your car If you use your car as part of your work, for instance to travel to clients, between jobs, to expos or to collect supplies, you can claim the costs of your work-related journeys. If you use your own car, either claim 68 cents per kilometre up to a maximum 5,000 kms or keep a logbook and claim your actual expenses. You can also claim for parking, tolls and public transport if you don’t use your car. You can’t claim the costs of traveling to and from work (the daily commute) though you might be able to make a claim if you’re required to transport bulky equipment which you can’t securely store at work (TIP: the ATO checks such claims closely so make sure you can prove your claim).
Equipment You can claim the cost of buying tools and equipment that you use in your job or business. If the item costs $300 or less, you can claim it straight away and if the cost is more than $300, the cost is depreciated over several years. If you’re in business on your own account, rather than being employed by someone else, you can immediately write off all items of equipment costing less than $150,000 (or $30,000, if bought before 12 March 2020). This could include makeup brushes and applicators, waxing kits, mobile phones, laptops and bags or briefcases. You can also claim the cost of insuring workrelated equipment.
Self Education You can claim the cost of any work-related courses that you undertake, provided that they relate directly to your current role and aren’t intended to boost your skills into a promotion or another role entirely. That could include courses on makeup techniques, massage and nails. It could also include
management training if you supervise staff. Courses run by a university or TAFE such as Cert IV in Beauty Therapy or Diploma in Salon Management could also be relevant. In addition to the cost of the course, you can claim travel costs to and from the course, accommodation and meals if you’re required to sleep away from home, books, stationery and depreciation on computer equipment used in your study.
Clothing If you’re required to wear a uniform at your workplace, the cost of purchasing the uniform is claimable and you can also claim for the cost of cleaning the uniform. Conventional clothing doesn’t count as a uniform so ideally any garment you claim for should have the business logo on it. You can also claim for protective items such as gloves, aprons, hats or hair nets, goggles, non-slip shoes, face masks and other personal protective equipment.
Other deductions Don’t forget to claim these costs if they are relevant to you: • If you work from home you can claim a deduction for home office expenses. A special flat-rate of 80 cents per hour was introduced by the ATO in March for those working from home due to COVID-19. Either claim the ATO flat rate or claim a proportion of your actual costs, based on your invoices and the amount of your home you use in your beauty work • Claim for professional subscriptions, whether to a professional body or to a trade union. • The cost of work-related magazines and journals • The cost of work-related books (for instance, books focussing on styling, colour, beauty, or management) • Agency costs: if you get your work through an agency, the cost is claimable. • The cost of using a tax agent is itself tax deductible,
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45 including costs incurred in travelling to see the tax agent. • If you use your mobile phone for work purposes, you can claim a proportion of both the cost of the phone and the monthly bill, to the extent that the costs relate to work or business. Note, if you are using the 80 cent working from home rate, this includes use of your mobile phone. Otherwise, you can claim separately. • If you attend exhibitions, competitions or other events in a professional capacity, the costs are claimable.
Finally…get help! There’s a reason why nearly 75% of people use a tax agent to help them do their taxes. Tax is complicated and stressful and if you do it yourself,
you’re likely to make a mistake. You might claim something you weren’t entitled to and find yourself audited by the ATO or you might miss out on a deduction you could have claimed but didn’t realise was available to you; the result is a lower refund than you could have got. Using a tax agent takes away the stress and opens up a whole world of expertise to guide you through the process, so you can be sure you’re claiming everything you’re entitled to. Get expert advice and the fee will generally be more than covered by the bigger refund and the peace of mind. n H&R Block’s Director of Tax Communications, Mark Chapman. www.hrblock.com.au
Fill your appointment book with Kitomba’s Waitlist Manage all aspects of your business, including your waitlist, with Kitomba. Our newest feature allows you to add clients to your waitlist, from anywhere, on any device. Then seamlessly move them onto your appointment book. Waitlist makes it easy to fill cancellations and gaps, to ensure your staff are maximising their working hours. Plus you’ll delight your clients when you offer them the appointment time they’ve been wanting.
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BUSINESS
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THE RETAIL VISION Beauty businesses have re-opened and many have re-imagined the way they trade. Anita Quade chats to industry leaders to find out their survival strategies to maximise earning potential going forward.
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KEEP MARKETING
Lisa Conway
Founder ZING Coaching www.thezingproject.com.au
How important is it for businesses to continue marketing during this time? Have you found an increased demand for your services? “Yes absolutely continue marketing – but not just marketing…continue everything! To me there is a huge opportunity for those who can focus and that’s going to be the challenge at the moment – being focused. Those who push on will be hugely rewarded. The main reason being that social media is up 70% and that’s because people are looking for people who are positive, as they are over it with the COVID negative drama posts. They are looking for people who can see the positives and are showing their true personality.
Those who are saying yes it is negative right now but there is an opportunity here. A lot of people are frozen – as in ‘I don’t know what to do, I don’t know where to go, I don’t know what it looks like therefore, I can’t move.’ Then there are those who say ‘I’m going to be in business no matter what. I can’t do XYZ but I can do 1.2.3’ and they will be the ones who will come out the other side. Demand has been epic on salon owners. Those who are prepared to knuckle down will absolutely change. For example, when we at ZING downed tools, we had a particular number of clients and when we restarted, that number had doubled. That’s because we doubled down and came up with a strategy we would continue on no matter
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what because we knew that our services were needed and the same could be said for the beauty salons. (Some may think beauty salons are a luxury but those who are ‘frequent flyers’ KNOW that they’re a necessity!) Don’t focus on what you don’t know - focus on what you do know.
What is some advice you can give to businesses who are struggling to come out the other side of this pandemic? “There’s a saying that is on Page 222 of my book Your Salon Retail that says ‘Those who start off with half a plan tend to get half a result.’ Although it’s a difficult time for everybody, those who spend critical thinking time and actually come up with a very solid plan for the next four months are going to succeed. It’s very difficult to not buy into this thinking that it’s a shit fight. But what I think you need to do is not freeze. I think you need to continue moving forward. Here are my tips to do just that. • Turn off commercial TV – don’t constantly keep up with how many have been diagnosed with COVID-19. • Limit the amount of time chatting about COVID-19. Yes you need to be aware of what’s going on in the world but the best way you can look after others and your business is to put yourself first and look after yourself first. • Look for the good – it’s out there. Look for the joy. Be grateful to live in the great country you live in. We are incredibly fortunate compared to the rest of the world. We don’t have the challenges other countries have had and are still having.
• Plan your way to the other side in bite size pieces. Nothing too big and complex. ‘Every day the first 3 things I will do and at the end of the day, the last 3 things I will do.’ It might be as simple as that. • At ZING we call this our Map To Action. We make a map and we teach how to action that map so you don’t have to look left or right, forward or back , you just do the first post-it note in front of you.
Are there other sources of revenue owners can look at during this time? “Yes. I think the greatest shift I have seen is over the ZOOM consultations which are helping people with their skin challenges at home – for example some are selling facials in a box. I think it’s really important to ask your top 10 or 20 clients - what are they missing? What do they need? I think you can put together some great information around the things that I see make the basis of a good health triangle which is food/ sleep/water. You might showcase an expert or two and maybe you’re the expert. It could be makeup tutorials so people can come away with a simple win like how to apply foundation correctly or how to do smoky eyes or perhaps how to make your lipstick not smudge….just really simple, fundamental things that I think would be really good.”
How can owners stay positive and any strategies they can put in place to make sure 2021 is a successful year ahead? “I think you need to hang out with the right people. Never before has the saying “birds of a
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feather stick together” been more true than now. You are the company you hang around with. The three things that I think you need to understand more than ever is: your business breakeven going forward, you need to understand what a realistic KPI for our industry is, and you need a plan. But this plan needs to be over the next four months and as luck would have it, The ZING Project has been prepared to gift that plan to those who are suitable to be in our program. Our program is called ‘A window in, a better way’, the first three weeks of which is absolutely
free. And the reason we’ve done this is because people have felt disappointed by other coaching programs that they find lackluster and have promised a lot and delivered little. This is an opportunity to test it and see. We are more than happy to take you through your breakeven, take you through what we call the ‘Business Health Check’, which is your industry’s KPIs and take you through your very first plan and turn it into a ‘Map’ so you just have to follow the steps. If you’re interested, it’s for anyone who wants to change so that they feel safe.”
View ‘ZOOM in on RETAIL’ video below Q 1. What factors have been instrumental in salons’ retail resurgence during the COVID-19 closure period?
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BUILD YOUR BRAND
Neil Osborne
Founder The Sales Catalyst www.thesalescatalyst.com.au How can product companies market themselves going forward during this time? “Marketing and brand building activities will be challenging over the next six months, as most companies strive to understand how well their stockists have navigated the critical shut down period. There’s also the possibility of further unpredictability, which may unfold through to Christmas, so companies need to take the time to consider how they can shift their sales and marketing focus from sell-in promotional activity, to stockist supportive sell-thru activities. Product companies have at their disposal a variety of concepts that can increase the attractiveness of their products and treatments, which ultimately increases their usage and/or sales. These sellthrough concepts may vary from Bonus Offers, Gift with Purchase, Purchase with Purchase or other clever value-add promotional concepts. Others are looking at what they can bring to their stockists to help them strengthen their
business. By way of example, during the May and June period, we’ve been running weekly business building meetings, on Zoom. Our programs are performance based and focus on three key business drivers: 1. ATTRACT – the ability to attract clients as and when required 2. DELIVERY – concepts that enhance the delivery of client service and increase the average client transaction 3. PROFIT – comparing business profit levels to industry benchmarks and identifying additional profit opportunities These have helped many product company clients to rethink their business strategies during both the closedown and initial stages of reopening. By providing client supportive activities such as this, we’ve been kept remarkably busy over the close-down, with over 600 registrations across three different programs, designed for three industry sectors. Margifox Distributors was one of the forwardthinking companies who made the program available
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51 to their stockists, for free. In one of these we were discussing an ATTRACT strategy, where you create a one-minute video and then repurpose it to 15 different and separate social media posts – what a time saver!”
What are some of the key strategies beauty supply businesses should be putting in place? “In the short to mid-term, product and service companies could benefit from rethinking their business focus, because clinics will be facing many challenges over the next few months. It’s possible that various restrictions or weaker trading conditions may linger, which in-turn will
prevent clinics from achieving their BC (Before COVID) turnover levels. At the time of writing, many clinics are forecasting a strong four weeks after reopening, then a general softening across the following business phase –with some suggesting they may fall back to 70-80% of their BC turnover. Given this, a key business strategy for beauty supply businesses is to focus on supporting their stockists through education and business development. Therefore, Product and Service suppliers may need to explore strategies that will help strengthen their stockist network. Education, product knowledge and skill development strategies will benefit those on their way up. We’re looking forward to helping re-strengthen our industry.”
View ‘ZOOM in on RETAIL’ video below Q 2. What role will loyalty programs and gift cards play in supporting retail for the balance of 2020?
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BE SOCIAL
Victoria Curtis
Founder Curtis Collection by Victoria www.curtiscollection.com.au
Tell us how you have tailored your business during this time to help survive? “During these unprecedented times we, like most businesses around the globe, have been affected by COVID-19, as our salon partners have been forced to close their doors. This meant adapting to changes quickly and thinking creatively in order to give our customers added value where we could and reward them for their loyalty. We shifted our focus to our online store, providing complimentary samples with all orders and dispatching in a timely manner to
ensure that our customers were left satisfied with their experience. Our social media platforms are our main focus. We concentrated on creating content that was informative, interesting and useful to our audience. We were incredibly encouraged with the overwhelming engagement and response we saw.
Has online sales and consultations been a big drive? “Most definitely - online sales have been incredible and we offered our advice and services
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53 online to anyone who contacted us. I personally spoke with clients via Zoom, Instagram and email and enjoyed hearing the wonderful feedback and experiences that clients have had with our products. It provided me with an insight into their needs during this time and has been a source of inspiration for future projects and launches.”
You opened your new academy earlier this year – what effect has this pandemic had on this? “Yes, sadly we were forced to close our doors, however this was a necessary step to flatten the
curve and I am so proud of our country for doing this so successfully so that we can return to normal as soon as possible. Our students were unable to attend our academy on site, however we continued with their courses via Zoom and online study. This has worked incredibly well for us and potentially opened up the door for running courses online to students across Australia. I always try to draw a positive from every negative situation and in this case I am excited by the prospect of this opportunity.”
View ‘ZOOM in on RETAIL’ video below Q 3. What are your thoughts on the emergence of so called ‘buy now - pay later’ options and their value to salon owners?
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TAKE TIME TO ADAPT
Zina Sebastian
Owner Results Clinic www.lasersydney.com.au Tell us how you have tailored your business during this time? “As most industries quickly adapted to ‘the new normal’ whilst the COVID-19 pandemic hit Australia, so did I, running two laser and beauty clinics in Sydney’s South West, employing eight staff where I had to think quick on my feet as to how I would make the most of this situation. First thing was to contact my web designer to create my shop online page to allow clients to be able to purchase vouchers and products online whilst we were closed. With everyone bored out of their mind, social media platforms were the way to go if I wanted current and potential clients to still be engaged with my clinics. Ensuring we kept very active on both Instagram and Facebook was our priority. Lastly we rescheduled all booked appointments to a four week period and if we did not open we rescheduled for another couple of weeks. This was a huge job that required my girls and I to take turns in sending 40-50 texts a day. I would have rathered this to than cancel all clients and return to an empty appointment book.”
What strategies have you put in place to help cover lost revenue during this time? Ie: perhaps offering special deals for re-open. “We have done this in a few ways: • My managers and I have been working on a re-opening party combined with a launch of our new plasma fibroblast treatment. We’ve created little goodie bags for the special night (date yet to be confirmed). This sale day event will have lots of great specials for clients to stock up on. • My graphics designer has created three separate banners with different types of specials on them which we can use and alternate fortnightly when we open. • To motivate clients to purchase products off of our online store, we have offered 10% off with free shipping.”
Coming out the other side, how will your business change going forward? “Changes such as being more conscious of our hygiene practices (even though we already were),
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55 ensuring clients are made aware of all the hygiene practices we have adopted for their safety and peace of mind. Practising social distancing will have to be a major part of our clinic in order to abide by the current laws. As hard as this may be in our industry there are definitely areas we can enforce this, such as the reception area. There are so many positives that have come out of this pandemic and I chose to only focus on the positive aspects. As the saying goes ‘It’s times like this that separate the men from the boys’. I believe the clinics which were run genuinely well will survive and come out stronger, and the ones that were poorly run may fail. As selfish as
this may sound, it is exciting for me as a business owner and a dermal therapist as I have spent a lot of time and effort into studying and working in my industry. Some of the franchises/clinics that have come about in recent years have destroyed the true meaning behind what we do, and have focused more on volume and revenue by jam packing clients into their books and working through at a very fast-paced business model, not allowing the service and care that should be put into the treatments being performed. This business model relies on heavy discounting of treatments and high volume of clientele, which dedicated smaller clinics like mine cannot keep up with, however have no choice but to reduce our prices to be somewhat competitive.“ n
View ‘ZOOM in on RETAIL’ video below Q 4. How can salon owners better support ‘in clinic retail’ so that it joins ‘online retail’ on the revenue ascendency?
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THE TIPPING POINT As beauty salons re-open many owners are re-defining their business plan. Salon owner Dr Giulia D’Anna reveals her tips for success.
A
s the owner of the cosmetic skin clinic Dermal Distinction, I love looking after my clients. I love my business and I love the creativity that comes from the work I do. Every day is fun, rewarding and exhausting. I always thought if there was one thing I could change it would be to have more time – to get a better grip on the daily juggle of running a successful business, while having a family and looking after my own wellbeing. I never seemed to get the balance right, and inevitably I always put something off to another day.
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That was until late March. The COVID-19 pandemic hit and without much warning, the daily juggle stopped. All of the certainties I thought we had were gone. No appointments or clients. No stock turnover. Nothing. Never in our lifetime have we seen anything like this, nor could we have predicted it. Our doors were shut for an undefined period of time and there was little time to prepare. COVID-19 has proven to be a big turning point in our industry, and in our lives. It has made us reflect on what is important to us on an emotional level, and has given many of us a clearer direction about where we are headed.
Reassess for success To consistently achieve a defined level of service and business success, it is essential to outline your business’s processes and protocols. During a regular trading day, business decisions are made by each team member, the manager and owner, and it is important to ensure they are in keeping with the business’s branding and standard. Critical to success is that a client receives the best treatment and level of attention every time, no matter who looks after them. The COVID-19 closure allowed many businesses, including my own, to reassess our procedures and protocols. During the initial weeks my team sat down to create a detailed ‘clinic manual’. This is a ‘howto’ manual on every procedure undertaken at Dermal Distinction, from answering the phone and setting up for and completing a treatment, to how to process payments and even apply for leave. During this process I learnt that some team members had little idea about how I wanted things done, while in other areas, there were better ways of handling things. Our new clinic
TO CONSISTENTLY ACHIEVE A DEFINED LEVEL OF SERVICE AND BUSINESS SUCCESS, IT IS ESSENTIAL TO OUTLINE YOUR BUSINESS PROCESSES AND PROTOCOLS. manual has been a game-changer. We are now more focused and prepared and are all on the same path.
Disruption planning Planning for disruption is essential. Although I was not expecting a pandemic in 2020, I have always been prepared for disruption in my business. COVID-19 has certainly been disruptive. I believe disruption is an opportunity to grow and change, for only those businesses that adapt will survive the challenges of disruption. I have seen many wonderful examples of this in our industry. Some businesses adapted by providing virtual consultations, others helped clients give themselves semi-professional treatments at home, and some created ‘beauty subscriptions’ delivered fortnightly to clients. This adaptation is a beautiful example of businesses stepping up to the disruption challenge. As we move forward, I believe that every business must be prepared for a ‘what if ’ moment.
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58 I HAVE LOVED THE UNITY THIS HAS GIVEN OUR INDUSTRY, AS WE ARE ALL STRIVING TO BE THE BEST AT WHAT WE DO. Trimming the fat The most profitable and successful businesses look at expenditure versus profit on a daily basis. For smaller businesses this can be difficult, as we are often working in the business as well as managing it. During the COVID-19 closure my team and I worked together to ‘trim the fat’. Why did we do this together? I believe it is important my whole team helps to create profitability – if your team understands what it takes to create success, they will have an interest in helping you reach your united potential. Success means job security, stability, satisfaction and a culture of working to a common goal. During the COVID-19 closure, we have looked at staffing levels, reducing product waste and improving profitability. Our unity has created excitement as we work towards hitting targets and creating rewards for us all.
Creating a niche Just because you have always had a menu, doesn’t mean you need to stick to it. This is probably the biggest change I have seen across our industry. Spending time away from the daily grind means we have been able to focus on the things we love most. For many, this means focusing on those treatments they truly enjoy and are most passionate about. This is where I believe skin businesses will truly shine as they will more niche-based and specialised. I believe that business success post COVID-19 will hinge more heavily on excelling in an area of expertise. In essence, this will be a more focused business
structure ensuring excellence in your specialised field and long-term success.
Keep up to survive During the shutdown, education has been the big winner. I have sat in on Zoom conferences or webinars at all hours of the day or night. It has been amazing, with experts in skin, medicine, infection control and business coming together to improve our industry and standards. We have never had so many educational offerings available to us from the comfort of our own homes. I have loved the unity this has given our industry, as we are all striving to be the best at what we do.
Time for change The COVID-19 closure has been challenging but it has enabled reflection, reassessment and change. The skin industry will come out of this with strength, focus and unity. I encourage you to establish a clinic manual so that your team understands the challenges, but also the direction, that the business needs to work towards. Look at your treatment menu; reassess where your passion lies. Most importantly, take this time of reopening as an opportunity to find your niche and become a true expert at what you do. n
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Dr Giulia D’Anna founder of Dermal Distinction www.dermaldistinction.com.au
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JANINE AKKAD
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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
beauty picks YOUTH IN A JAR Want to know the secret to faking a good night’s rest and younger looking skin – check out AGELESS Total Overnight Retinol Masque – known as botox in a jar – Retinol is delivered deep into the skin to support intensive collagen remodelling. www.imageskincare.com.au
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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
Photographer: Amanda Harvie | Makeup Direction: Carina Rodriguez | Hair: Alyssa Gonzalez
Clarins 1800 861 888 lashes from moisture exposure. provides a resilient barrier to guard Perfect 4D Waterproof Mascara The blue lotus wax in Clarins’ Wonder NEW WONDER
YOUNGBLOOD FOREVER
latest campaign, these three on-trend looks are easier to achieve than you might think! Created by Youngblood Mineral Cosmetics’ makeup artist Oriana Repoli for their
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
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WEIV NOLAS
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www.imageskincare.com.au collagen remodelling. deep into the skin to support intensive as botox in a jar – Retinol is delivered Overnight Retinol Masque – known skin – check out AGELESS Total good night’s rest and younger looking Want to know the secret to faking a YOUTH IN A JAR
“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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feeling, no matter the weather. Hold on to that fresh tan
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GOOD TO GLOW Place these effective illuminating products on stand-by to secure your winter glow-up.
Skeyndor Vitamin C Hydra Comfort Foundation SPF 20 Vogue Image Group 1800 554 545
Guinot Hydra Finish Moisturising Complexion-Enhancing Cream SPF 15 Hamaya International 1300 811 024 Zuii Organic Certified Organic Flora Powder Glow Highlighter in Moon Zuii Organic 07 5596 2319
Fenty Beauty Match Stix Glow Skin Stick in Purrrl - Fenty Beauty customerservice@fentybeauty.com
Inika Organic Certified Organic Cream Illuminisor in Gold Total Beauty Network 03 8544 8000
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Jane Iredale Glow Time Full Coverage Mineral BB Cream SPF 25 Margifox Distributors 1300 850 008
Embryolisse Complexion Illuminating Veil BB Cream SPF 20 - Embryolisse AU & NZ info@embryolisse.com.au
Youngblood Light Reflecting Highlighter in Quartz Professional Beauty Solutions 1800 625 387
Giorgio Armani Luminous Silk Foundation - L’Oréal Luxe 1300 060 116
dermaviduals Teramic Powder Base Derma Aesthetics 02 9960 1300
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FACE VALUE Laden with hydrating properties and soothing ingredients, the humble face mist is the anytime, anywhere treat for your skin.
Centella Hungary’s Royal Water Lotion - Schmelzkopf Cosmetics 0433 122 201 Murad Prebiotic 3-in-1 MultiMist - Murad Australia 1800 687 237 Natural Look Immaculate Energy Skin Mist in Pure Lavender and Peppermint - Artav Australia 1800 805 276 Phasilab Instant Calm Spray – Transmedica 0412 523 919 Salubre Green Tea Balancing Spritzer – Salubre 03 9888 4129
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OVERNIGHT SUCCESS Powerful PM products work in overdrive to repair daily damage for a radiant complexion come morning.
Watch to learn more on the Image Skincare ageless range Amperna 10% Pro+ Resurfacing Lotion - Amperna 0412 978 030 Comfort Zone Sublime Skin Oil Serum Regenerating Night Oil - BLC Cosmetics 1800 659 777 Environ Focus Care Moisture+ Alpha Hydroxy Night Cream - Environ Skin Care 1300 888 708 Luzern Retinol Night Neck-Decollete Cream - Luzern 02 9874 1166 Skin Virtue Pure Radiance Glow Serum - Advanced Cosmeceuticals 1800 242 011
Beauté Pacifique Puffy Eyes Gel - Beauté Pacifique 03 9562 0513 Calecim Recovery Night Complex - Advanced Cosmeceuticals 1800 242 011 Image Skincare Ageless Total Overnight Retinol Masque - Professional Beauty Solutions 1800 625 387 Mukti Vitamin Booster Vital A Elixir - Mukti 1300 306 554 Payot Pate Grise Nuit Purifying Beauty Cream for Spotty-Face - Payot 02 9874 1166 Pelactiv Retinol A Preparation Oil and Retinol A Serum + Snap 8 - Pelactiv 02 8422 5000
SKINFLUENCERS
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ASK THE SKINFLUENCERS Working with an established beauty brand versus a private label beauty brand – what is the best course of action?
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SKINFLUENCERS
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LISA ZWART
Dermal Therapist and Co-Owner at Manly’s Honey Body Salon can breathe a little easier by working with well-known brands.
I
t comes down to efficacy, time and training. I want well-researched products with cutting-edge technology, delivery systems and ingredients that are constantly being improved upon and which will give my clients results. Well-known brands have superior credibility with customers. They generally place a higher value on products from established brands and are less likely to question their quality, ingredients, technology and usefulness. Therefore, I choose to sell products that are already branded because a customer is more likely to do business with us if they recognise a brand versus something unfamiliar. This is partially due to the marketing budget [available to established brands], where POS posters and special offers like GWP target customers in-salon, in addition to social media and other internet marketing. This then allows us to focus on our skin treatment offerings without worrying about marketing which is costly and time consuming. Most well-known skincare brands have pre-requisite opening orders. This allows clinics to have a varied offering of products to suit all skin types, giving the therapist the ability to provide a truly customised and tailored skincare prescription to the client. This is at the heart of our business; we go into this career not to earn the big bucks but to help people in their skin and personal appearance goals; we are in the self-confidence industry! Established businesses are also constantly upgrading products with new, exciting ingredients due to the backing they have in their research and development departments. A final factor is training. Training and continued education are on offer by these brands, which is absolutely invaluable to skin clinics and ensures consistency, results and ultimately, the longevity of a business.
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SKINFLUENCERS
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DANIEL RUBINSTEIN
Managing Director, operates private label Aurora Care and vouches for this distribution model. He also operates Evidence Skin (ESK).
H
aving control over the price and distribution of product is important for clinics. They often invest time and effort into getting a client to buy product, only to lose the sale to the clinic down the road or to the internet. This frustration has led many clinics to seek out private label brands. The cost of developing a private label brand is often very low as product will have been pre-tested. Minimum order quantity for products should not involve much (if any) outlay of money or effort. A number of our clients only spend roughly 5-10 percent of total sales toward promotions and awareness. Therefore, there is potential to earn higher margins without paying for a brand that has to market heavily (with costs that, in part, are worn by the retailer). Another benefit is in being able to tailor your product offering to your clientele more effectively than a brand that has to have broad appeal and a prescriptive management style. Established brands are happy to have their product stocked in a clinic because clinicians are actively selling them versus sitting on a retail shelf amongst many other brands with no retail staff to push the product. For that, clinicians will be paid in the form of a lower wholesale cost than that of a retailer. If and when (through the success of your efforts) the brand becomes well-known, however, the value of having clinics sell the product is reduced where selling to you at a lower wholesale price is not as attractive anymore. That can set up an uncomfortable relationship between brand and clinic. When managing a brand that, as most will, start selling direct to consumer, an internal wrangling is often created around who bears the cost of product faults, replacements or refunds. These issues can create infrequent headaches that could drive you to distraction. 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).
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TWO OF A KIND Rita Porreca heads up twin beauty businesses under one roof - Cosmedic Professionals and The Sydney Permanent Make-Up Centre. It’s through these two avenues that Rita can teach and perform a vast range of treatments, from corrective facials to cosmetic tattooing. She details her passion to Hannah Gay.
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In the Making “I started as a beauty therapist and after many years, I upskilled to cosmetic and medical tattooing in The USA, and paramedical treatments in Australia. This allowed me to peform skin needling, HIFU skin/body tightening, nonsurgical eye lift and wrinkle reduction. After ten years of specialising in cosmetic and medical tattooing, I decided to teach it. I love the creativity of cosmetic tattooing, but medical tattooing is the most rewarding. I can help people with different problems - from scar camouflaging to recreating areolas after breast cancer. My aim is to make people feel the best they can.”
Standing Out “I started my first business at the age of 19 and have since had four successful beauty clinics over my 35 years. I sold my beauty salon in the 1990s and decided to specialise in cosmetic tattooing when tattooing wasn’t known in the industry.”
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Goal Point
“When the industry started to change with more advanced treatments, my dream was to have a centre that could provide a non-surgical approach to looking younger with instant results. These treatments don’t replace surgery, but they can certainly make a big difference in slowing down the aging process.”
Client Focus
“When you become a beauty therapist, it’s all about helping people. My therapists share the same passion - all we want is for our clients to love what they see in the mirror.”
THE BEAUTY INDUSTRY HAS CHANGED SO MUCH... GONE ARE THE DAYS OF FLUFFY SKINCARE. CLIENTS WANT TO SEE RESULTS, AS THEY ARE MORE EDUCATED ABOUT ACTIVE INGREDIENTS.
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Partnering with O Cosmedics
“I’ve known Marie Enna-Cocciolone (Founder of O Cosmedics) for over thirty years and knew [early on] that she was very passionate and knowledgeable about the beauty industry. Marie was aware of how much the industry needed an active skincare product. The beauty industry has changed so much… gone are the days of fluffy skincare. Clients want to see results, as they are more educated about active ingredients. At the time there was no other product on the market that had so much to offer. I love the fact that it’s Australian Made with active ingredients and a price point that is affordable for clients.”
Facing Challenges
“[Specialising in cosmetic tattooing] was a challenge, and educating clients. And I had no-one to lean on in the industry as I was one of the first practitioners to be specialising in cosmetic tattooing. I also take too much work on… I’m still learning to slow down. I’m blessed to have great therapists; they are like family, always trying to keep me on track.”
Cosmedic Professionals and The Sydney Permanent Make-Up Centre Shop 4, 239 Great North Road, Five Dock NSW 2046
02 9712 4133 www.cosmedicprofessionals.com.au www.spmuc.com.au
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CAREER
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HOW I GOT HERE: Lilliane Caron
Founding director of Caronlab Australia Congratulations on your 40th birthday celebration of Smooth and Tan. Tell us how it all began. “Smooth and Tan was Geelong’s very first waxing and solarium Salon – in hindsight quite an impressive achievement. I was very fortunate to be given the opportunity to purchase Smooth and Tan with very little knowledge of the industry. My very good friend (now business partner) offered to help me with everything. I felt it was an opportunity that I could not pass up on, so with my business partner, and the support of my father, who loaned me the money, my adventure began. My father always had faith in me and my far-fetched dreams. I am glad he got to see how much we achieved over the years as he played a big part in our success.”
What sparked your initial interest in the beauty industry? “I loved working with my hands and making people feel good about themselves – I still do! I’m very much a ‘yes’ person. Nothing is impossible. That gels well with the beauty industry. People want their treatments done at all possible times of the day – that has never been a problem for me. I never married or had children, so I ate, slept, breathed Smooth and Tan and later Caronlab Australia. I met the right people at the right time and it turned out to be a match made in heaven.”
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You were the first waxing and solarium salon in Victoria’s Geelong – what was your goal starting out?
team around you – that has taught me to be patient with people.”
“I always feel like the business chose me instead of the other way around. When I started working in beauty, the way things were and the use of strip wax was not taught properly. That’s how we ended up making our own waxes and developing waxing techniques that are now taught globally. Our goal has evolved from delivering the best waxing treatments in Geelong to helping salons all over the world become the best they can be.”
You have won awards globally. Is there a stand-out moment in your career you can share?
In hindsight what do you wish you had known back then? “The value of the team. I had vision, but I wasn’t able to rely on others or their skills and experience – I lacked patience to delegate. I worked hands-on for far too long when I should’ve been managing and directing. You can’t do everything yourself. Building a team that you can rely on and trusting them to do their jobs is something that I’ve learnt later on and it really helps the business thrive! I love the quote: ‘Hire for character and train your people to give them skills’. We truly value loyalty above all else and that creates a strong team that can work miracles. Loyalty is better than brains!”
Biggest lesson learnt during your 40 years? “Follow your gut. If you do something properly, it lasts, so stick to what you know. Be passionate about what you do, and you have to be realistic so always have a plan B and C in place. Rome really wasn’t built in a day and our success has taken many years of hard work dedication and foresight… Listen to the market and act quickly. You can’t do it alone, so you need to build the right
“Winning awards is amazing, because it acknowledges all the hard work and dedication that we put into the development of our products as a team. All the cogs work together and the industry appreciates the result. The standout moment for me isn’t about winning awards though, it’s more about me achieving and even surpassing my own goals. Improving the quality of the beauty industry has always been one of my biggest goals and travelling the world to train people in my waxing techniques has always thrilled me. Very recently, we launched our first professional Online Training! This means that everyone in the world now has access to the waxing techniques that I’ve dedicated my life to perfect.”
What is your favourite part of being a business owner? “Creating something from nothing. Every business starts as an idea. You get to create it from the ground up. You have full control over your destiny and you become part of a family. You have the opportunity to change lives and to give back. You can make people happy. You get to work with brilliant minds. As an entrepreneur you will connect with extremely intelligent people from all over the world. You encounter brilliant minds on your team and through business relationships. Create a legacy and eventually pass it down. You get to walk on the wild side. When you put your own livelihood and finances on the line because you believe in something 100 percent, it becomes
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78 an extreme rush. You can get competitive with yourself. Entrepreneurs are competitive by nature with endless life experiences. You get to travel to new places and interact with different people all the time. What some might see as just a business conference, I see as an opportunity to visit a new part of the world and meet people you would never have met otherwise.”
What makes your business survive and standout? “I am very blessed to have two business partners that bring different things to the table. We respect one another. We always listen, learn and share the love. We listen to what the market wants – even when it’s a niche – and have the ability to act on it instantly. We learn from what we see around us, our situations and our mistakes and when we catch a break we share it with our customers. Visualisation is a big part of it too; I was doing that since l could walk! It’s important to have a dream, passion and to always look for opportunities in everything.”
The waxing business has changed dramatically over the years – how have you adapted? “I believe that in a lot of ways we have pioneered the changes. If you boil it down, the industry hasn’t changed that much – there are more options for hair removal now, but waxing is still the bread and butter for most salons. One thing that has changed is that industry has gotten more inclusive and aware of its impact on the planet. l had very clever parents who made me very aware of respecting these things. As one of the leading wax manufacturers we recognise our responsibility to minimise our footprint on the earth and make sure all our products are produced in a humane and sustainable way. Our latest project
WE LEARN FROM WHAT WE SEE AROUND US, OUR SITUATIONS, AND OUR MISTAKES AND WHEN WE CATCH A BREAK WE SHARE IT WITH OUR CUSTOMERS. is to change our plastic bottles over to 100% recycled and recyclable plastic where possible.”
How important is training as part of your business? It’s not just a vital part of an organisation... it is critical! A training program allows you to strengthen those skills that each employee needs to improve. A development program brings all employees to a higher level so they all have similar skills and knowledge. This helps reduce any weak links within the company who rely heavily on others to complete basic work tasks. Training boosts a feeling of value in employees. It shows that you’re committed to providing them with the resources needed to ensure they’re doing a good job. In turn, they’re more likely to enjoy their work and remain in your organisation for longer.”
Given the current circumstances how have you coped during this pandemic? “I think we have coped well considering. We have tried to help salons as much as we could by offering online training, webinars and commission on our retail products. We’ve also extended our hygiene range Micro Defence to include world health organisation recommended alcohol sprays and gels and our manufacturing has been pushed to full
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79 capacity to make much of that as was humanly possible. Internally we have tried to ensure that good communication and accurate information updates are provided to all staff. I think that we have been very adaptable by staying positive and taking it one day at a time. We will not forget those that supported us during this trying time.”
Tell us your plans for the year ahead? We are working on a second course for our Online Training: XXX Masterclass. We are developing exciting new waxes that will be launched later this year as well as a very exciting new range of products that we’ve been working on for a couple
of years. This line will help give salons an edge over gift shops post-COVID. We are also continuously working on putting procedures, manuals and systems in place so the business can continue to thrive through changes of staff. It’s very important for me that our values and ethos will outlive the people that started the business. That will be our legacy.”
If you weren’t in the beauty business what would we find you doing? “I would probably be a flight attendant. Making people feel good with great customer service while travelling the world. And shopping for shoes.” n
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
LASH LIFT & EXTENSIONS
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TALKING BEAUTY PB’s Hannah Gay navigates the Australian professional beauty industry, one burgeoning trend at a time.
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THE POWER OF touch As the doors to beauty salons swung back open for business last month, the influx of enquiries was immeasurable across the board. So good was the response that appointment waiting lists started backing-up in May, and left many of us biting our nails in anticipation. I’d consolidated my own list of essential services with the aim of tackling everything from my bushy brows and upper-lip fuzz, to my dull skin and uneven nails. Although I’d emptied my arsenal of at-home remedies, I simply couldn’t match the results provided by a salon professional. Not only that, but while social distancing I encountered an unexpected void in my sense of wellbeing where physical touch had been in its place. I missed the inside-out satisfaction of engaging intimately with another person, especially with a beautician whose job was to do all the hard work for me! There was more to the salon visit than just consultation and quality. I booked myself in for a desperately needed mani-pedi with mobile beauty service, Purely Polished. The company’s Founder/CEO, Iman Davamoni believes physical touch is essential to human health and wellbeing as it activates feelings of reward and compassion in the brain. “In a digital world, which is touch-deprived, a treatment involving touch by a beautician is a healing interaction. Getting a beauty treatment can decrease stress, boost mood, and activate the body to a heightened state.”
I left my brow and lip wax in the capable hands of Honey Tusk Eyebrow Studio. Salon Director, Brad Jones said comparing a DIY treatment to the in-salon experience is a case of apples and oranges. “We have highly trained technicians with years of experience ensuring the best outcome is achieved.” Add indulgent extras like hot towels and hand massages into the mix and the contrast is stark. Brad’s thoughts were echoed by Shoshana Eisner, Pharmacist and CEO/Founder of QED Skincare, with whom I secured my first post-#ISOskin facial. “Coming to the QED Clinic is so much more than just the treatment; it’s the experience and it’s that ‘feel good factor’ that helps our clients feel human again,” said Shoshana, who experienced enquiries from both QED’s “die-hard and former clients” who hadn’t had a facial in a while, looking for some TLC. “Everything from the pre-treatment chat and the relaxing music during your treatment, to the warm bed, the cup of tea waiting for you at the end of your treatment and, of course, the nurturing touch from a professional beautician who knows your skin better than you do simply makes everything better.” Beyond the power of touch, industry leaders accredit the significance of human-to-human connection generally. “Connecting makes our clients look forward to returning to their salon experience,” Shoshana said. Iman agrees that taking time out to be pampered and to engage in social interaction is vital to clients’ confidence and self-esteem. Now, excuse me while I book my followups for July…
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TALKING BEAUTY
82 PRODUCTS ON REPEAT:
isolation edition I can recount dozens of great experiences I’ve had using Dermalogica products, and their Special Cleansing Gel is no exception. It works wonders in removing makeup and leaving the skin in a supple state. Filling-in as my daily moisturiser is Salubre’s Acne Prevention Moisturising Lotion. Utilising noncomedogenic oil, it delivers on its promise to keep unsightly excess sebum production to a minimum. Lifestyle company, Lumira is known for its bourgie candles found stylishly placed in luxury hotspots like Halcyon Spa and Walgon Valley’s One & Only Spa. I’ve been newly acquainted with their new fragrance line, of which La Primavera EDP is my favourite.
HOOKED ON apps TIMELY SALON & SPA SOFTWARE
This nifty app will store your salon’s bookings, stock levels and staff details in one reliable portal.
TIDE
Tide’s database of soothing sounds is sure to relax even the most wired-up of clients. Zzz…
THINK DIRTY
I use this tool to cross-check the toxicity of skincare and makeup ingredients - a useful and educational resource.
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#BEAUTYSTRONG
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