Professional Beauty Further Education Supplement 2019 by The Intermedia Group

2019

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Certificate IV in Weight Management (10576NAT) and Diploma of Weight Management (10698NAT) delivered by the Australian College of Weight Management Qualification issued by RTO #32107 (Online Fitness Pty Ltd)

Increase Sales Revenue by Adding Weight Management Services to your Business Enhance your career or business by upskilling to the Certificate IV in Weight Management (10576NAT) or Diploma of Weight Management (10698NAT). These nationally recognised qualifications can assist you to: • Create a new line of services around weight management to help existing clients achieve improved and longer lasting results from anti-aging and cellulite reduction services. • Open up new markets and attract new clients through weight management services that will have an on-flow effect to your other beauty services. • Offer group weight management clinics, educational seminars and personalised weight management programs. Study online anywhere, anytime with the flexibility of online study. Visit www.collegeofweightmanagement.com.au to download your course prospectus or call our friendly advisors on 1300 969 367.

2019

Contents 2-3 Australian College of Weight Management 5 NICHE Education 8 Professional Beauty and SPA+CLINIC 10-11 Dermalogica 12-13 Dermaviduals 14-15 ZING Business Coaching 16-17 Pelactiv 18-19 Advanced Skin Technology 20-21 State of the Industry 22-23 Lycon Cosmetics 24-25 Guinot 26-27 Sydney College Hair & Beauty 28-29 Beaute Industrie 30-31 Le Beauty & Nail Supplies 32-33 Ultraderm 34-35 Artav Australia 36-37 Brow Secrets International 38-39 Clinical Beauty Australia 40-41 Babor Cosmetics 42-43 Nutritional Skincare Academy 44-45 Bravura Education 46-47 Syneron Candela 48-49 Neos Health 50-51 Ex-Import Niche Products Back Cover The Advanced Skills Academy

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“

My qualification with AACDS inspired me to reach my full potential in dermal therapies. Education in dermal therapies gave me a solid foundation in which to understand the best practice model, and how to deliver real results to my clients

STUDY LOANS APPROVED COURSE

KIM TRAN

TRAIN FOR A CAREER, NOT A PIECE OF PAPER. With the most recognised qualifications amongst the cosmetic medical profession, AACDS courses are the comprehensive, relevant and efficient way of studying for your dream career in dermal therapies or cosmetic nursing. For more information, visit aacds.edu.au or email enquiries@aacds.edu.au

CEO OF LA BELLE PEAU AND WINNER OF TELSTRA YOUNG BUSINESS WOMAN OF THE YEAR 2015.

COURSES ON OFFER: ACCREDITED COURSES 10453NAT Diploma of Personal Care Formulation 10510NAT Advanced Diploma of Cosmetic Dermal Science 52707WA Graduate Diploma of Dermal Therapies 52709WA Graduate Diploma of Cosmetic Nursing NON-ACCREDITED COURSES IPL/Laser Safety Officer’s Certificate WA Laser Licensing Training

RTO Code 51373 / CRICOS Provider Number 02813B

Professional Certificate in Integrated Health and Dermatology

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you

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EDUCATION 2019 FOLLOW US

2019 BHA MEDIA MANAGING DIRECTOR Simon Grover PUBLISHER Glenn Silburn EDITORS Nadine Dilong SPA+CLINIC ndilong@intermedia.com.au Anita Quade PROFESSIONAL BEAUTY aquade@intermedia.com.au ADVERTISING Glenn Silburn gsilburn@intermedia.com.au PRODUCTION MANAGER Jacqui Cooper PRODUCTION ASSISTANT Natasha Jara ART DIRECTOR Sanja Spuzanic sspuzanic@gmail.com HEAD OF CIRCULATION Chris Blacklock cblacklock@intermedia.com.au FURTHER EDUCATION IS PUBLISHED BY

THE MORE YOU KNOW DO YOU HAVE a thirst for learning more? In a world that is so connected, with seemingly indefinite information at our fingertips (quite literally – hello, smartphones!), there simply is no excuse to ever stop learning. Whether it’s something as simple as a fun fact of the day that you get from a newsletter you subscribe to, or something a little bit more time-consuming like learning a new language – we should never underestimate the power of knowledge, and as such, the privilege of having access to further education most of us enjoy. The aesthetic industry is always evolving, and with it its rules and regulations, treatment options, and skillsets required, which is why regular training sessions for you and/or your team will always be worth your while. Upskilling and simply keeping up-to-date with the industry shouldn’t be seen as optional, but mandatory – at least if you want to keep up with your competition. As a reader of our magazine, you’re already one step ahead of many others when it comes to educating yourself, and with this supplement, we hope we can show you a plethora of other options available to you and your teams to be the best at what you’re doing. Within these pages, we’ve collated expert information from leaders in the aesthetic industry, who offer world-class training, education, and networking opportunities not to be missed. So go on and quench that thirst for knowledge. It’s never too late to learn something new. Nadine Dilong

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.

FURTHER EDUCATION SUPPLEMENT 2019

EDUCATION 2019

dermalogica

OUR HERITAGE

Before there was Dermalogica, there was Jane Wurwand, a graduate of the United Kingdom’s comprehensive skin therapy training and apprenticeship system. JANE IMMIGRATED TO the U.S. with only a suitcase

and a beauty school diploma in hand when she noticed that America’s standard of skin therapy education was far behind Europe’s. She and her husband Raymond seized the opportunity to start The International Dermal Institute (IDI) in 1983. Their goal: to elevate the level of education available, and define and bring respect and success to the professional skin therapist. Jane’s next challenge was to find professional-grade skincare upon which her students could rely. At the time, the market was dominated by over-packaged, overhyped products filled with artificial colours, fragrances and irritants. So with just $14,000, Jane transformed her many years of experience into 27 core

"IF YOU CAN SPOT THE GREATEST PAIN IN YOUR INDUSTRY, YOU'VE JUST SPOTTED THE GREATEST OPPORTUNITY." Jane Wurwand Founder of Dermalogica and The International Dermal Institute Dermalogica formulas that would meet The International Dermal Institute’s high standards. These products, in their minimalist gray-and-white packaging, debuted in 1986 as Dermalogica. 10 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

PROMOTION

Dermalogica’s stance on beauty was – and still is – to put skin health first. By elevating the importance of healthy skin, Dermalogica quickly became the world’s go-to brand for exceptional results. Dermalogica skin therapists loved the skills and support we provided, and their clients loved the persistent glow we gave their skin. Today, The International Dermal Institute is the premier postgraduate skin and body therapy school worldwide, training 100,000+ skin therapists a year in 90 countries, and Dermalogica is the number one brand used by professional skin therapists worldwide. We train and work with thousands of therapists across the globe, and many of our product, treatment and training ideas begin with them. We don’t follow fleeting trends or buy into gimmicks. We find out what skin therapists and clients need, then work with the best researchers and educators in the field to bring it to life.

Dermalogica now bring the classroom to you! Using state-of-the-art technology, exclusive workshops streamed from Dermalogica training schools to locations across Australia, making it possible for Dermalogica professionals to gain exceptional knowledge and skills from the convenience of their treatment centre. Regardless of location, it is now easier than ever to stream award winning postgraduate education. Students attending online workshops are able to interact with an instructor for an authentic

classroom experience. Real time hands-on training is offered, allowing students to learn new techniques and procedures they can perform in the treatment room. We regularly update our curriculum and currently offer over 18 skin and business classes taught by world-class International Dermal Institute Instructors.

“D-STREAMING HAS ALLOWED OUR REGIONAL CLINIC TO EDUCATE OUR STAFF IN A QUICKER MANNER THAN IF WE HAD TO TRAVEL TO MELBOURNE, BUT STILL WITH THE SAME QUALITY OF DELIVERY. WE HAVE BENEFITED FROM THIS SERVICE NOT ONLY FINANCIALLY BUT IT HAS KEPT OUR STAFF CONSISTENTLY LEARNING.” Keegan, Endota Spa Albury At Dermalogica we believe that education leads to expertise, which equips the Dermalogica Expert with the skills to better care for their clients and grow their business. Dermalogica Experts have trained to the highest level within Dermalogica and have undertaken extensive skincare education, rising through three status ranks to reach this revered position. Dermalogica Experts are called upon for highly personalised product advice and prescriptive, results-driven, active treatments. Strengthen your industry credentials and boost your confidence. Personalise each treatment achieving excellent results and earning customer loyalty. It may even increase your earning potential. The Dermalogica Expert Programme has shown to improve business retail sales by ~75%.

Phone 1800 659 118 or go to www.education.dermalogica.com.au. FURTHER EDUCATION SUPPLEMENT 2019

EDUCATION 2019

DERMA AESTHETICS EDUCATION

- DERMAVIDUALS & DERMA CIT

AT DERMA AESTHETICS, education is at the core of all we do. Our aim is to advance the level of knowledge in cosmetic chemistry, advanced skin analysis and Corneotherapy throughout Australia and New Zealand, to ensure best practice and to train a new generation of engaged and inspired therapists. We are known as a provider of quality education designed for enhancing post-graduate knowledge and are renowned for being experts in this field. Derma Aesthetics are dedicated to offering the best in skin education. We provide Australasian skin treatment clinics with access to the latest technology and global skin educators in the fields of: • Corneotherapy • Collagen Induction Therapy • Skin Anatomy • Oncology Aesthetics • Product Knowledge • Consultations & Skin Analysis • Product sales • Skin Conditions Corneotherapy is aimed at the recovery of the stratum corneum, but above all, it improves the function of the skin barrier and subsequently the overall homeostasis of the skin. Our Corneotherapy education, focusses on the essential components that constitute a corneotherapeutic skincare range, including bio-mimicking and skin physiological formulations, modular system, correct pH, medical grade ingredients that are formulated in an aseptic laboratory and formulations that are free from nonphysiological ingredients such as fragrances and preservatives. Our classes fill quickly, so book now to avoid disappointment. Ph: 1300 420 223 www.dermaviduals.com.au www.dermacit.com 12 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

Corneotherapy

Education Locations and Dates SYDNEY 18 & 19 February 20 February 13 & 14 May 15 May 29 & 30 July 31 July 21 & 22 October 23 October

dermaviduals & Corneotherapy Education Collagen Induction Therapy Education dermaviduals & Corneotherapy Education Collagen Induction Therapy Education dermaviduals & Corneotherapy Education Collagen Induction Therapy Education dermaviduals & Corneotherapy Education Collagen Induction Therapy Education

MELBOURNE 4 & 5 February 6 February 29 & 30 April 1 May 15 & 16 July 17 July 14 & 15 October 16 October

BRISBANE 25 & 26 March 27 March 17 & 18 June 19 June 16 & 17 September 18 September

PERTH 11 & 12 March 13 March 19 & 20 August 21 August

dermaviduals & Corneotherapy Education Collagen Induction Therapy Education dermaviduals & Corneotherapy Education Collagen Induction Therapy Education

ALBURY 27 & 28 May 29 May

dermaviduals & Corneotherapy Education Collagen Induction Therapy Education

Â© Derma Aesthetics

EDUCATION 2019

HOW TO DOUBLE DOWN

on the DOUBLE

of the beauty business Want to know the secrets to salon success? It’s all about creating an unforgettable experience. Use this checklist to make sure you are giving your clients what they deserve. IN A BRA shop we talk about Double D. In a beauty salon, skin clinic or day spa, it’s all about Double E – the customer EXPERIENCE and the EXPERT advice. Our industry landscape is changing fast. More than ever, our clients want two things from a clinic or day spa. They want an EXPERT and an EXPERIENCE. And they want it every single time. I’ve unpacked Double E into a checklist to help you rethink them and check in on how you and your team are doing. Tick these off and you’ll find it’s easy to start making the changes you need.

1. Give the gift of time

Everyone’s single biggest challenge seems to be time. Most of us today are time-poor and trying to squeeze more things into fewer available hours. If your business can help people with their lack of time, you’re a step ahead of your competitors. What if you go one better and provide an environment where the busiest of people can take refuge from their everyday world? What if you created a haven where time stands still? Imagine how appealing and memorable that EXPERIENCE would be for your clients. Time is the reason why finding an EXPERT is paramount to many clients. In this “information age” we all suffer from message overload. Having you sort and sift what’s available and what their options are is an incredible advantage to your clients. If you can develop a solid reputation on trust and then back it up with facts, your expertise will have them queuing out the door and around the corner.

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2. Have the right conversations Often when I’m waiting in a salon or spa, I’m disappointed in the conversations I hear. I get that clients want to know about your mum and your dog. It’d be a dull day if we couldn’t share our lives with our clients. Just remember that you’re performing a service that your clients can’t and don’t do themselves. Taking them for granted is not your intention but being way too familiar and treating your regulars like friends is exactly what you’re doing. If they’re your friends, then see them after hours. If you don’t want to, then they’re NOT. Ask yourself this: do I want this person to follow me home to sit at my kitchen bench? If not, then she or he is not your friend. So, do your job – recommend what they need and don’t waste precious time on the yackety-yak-yak. It’s costing you sales and your clients aren’t getting the EXPERIENCE they deserve or the EXPERT they need.

3. Let them decide

When we cross the “we’re friends” line, we often know too much. We take it upon ourselves to decide if our clients should be spending or not. It’s none of your business where people spend their money. This unconscious decision to hold back on your EXPERT opinion is costing you thousands of dollars. You’re delivering the EXPERIENCE you assume they want rather than giving them the choice. And remember: your team are watching you do an average job and (like it or not) they’ll follow your lead.

4. Once is never enough

In a salon, spa or clinic, thinking that “once is enough” can be a big mistake. Telling a client about a product or a service once only is not doing your job. It’s like asking your kids to put their school bag on the hook. Pick up your school bag, please. Take your school bag out of the lounge room, please. Then one day, when you least expect it, you look up and see the school bag on the hook. Your heart melts. Consistency will deliver. People need time to soak in the EXPERT information you’re sharing. So keep on sharing it!

5. You must be both

Thinking that lemon water and new magazines is the bomb won’t get you far in business. All the trimmings in the world won’t cut it. Today’s savvy people want more than the EXPERIENCE – they want an EXPERT, too. Getting the aesthetics right is easier than getting the know how right. Often this means things appear better than they actually are. It’s a letdown. The truth is most people who work in clinics and spas know 100 times more than their clients do about everything

beauty yet they miss the opportunity to share. You can have the swankiest looking salon in town and serve up barista-level coffee, but if you’re not sharing your expertise, you’re wasting your time – and your clients’ time. It’s like putting the heater on higher because there’s a door open. One negates the other. You must nail both.

6. Do the research

The only way to be an EXPERT is to spend the time and do the research. If you can’t explain the difference between IPL and laser, or what a derma pen does in one sentence, then you still have lots of work to do. The list of services today in beauty is huge and ever-changing. The good news? This is where you can really shine. People want the knowledge and they don’t always want to do the research themselves.

7. Keep it professional

Focus on intelligent dialogue between you, your clients and your team. Chatting about the latest episode of The Bachelor is not intelligent conversation. Random chit-chat has its time and place. They don’t call it “small talk” for nothing. Strive to keep it to a minimum. Instead focus on professional conversations. Talk about the latest products and techniques, the who’swho in the beauty industry, upcoming training or events. When you bring the dialogue back to professional topics, you’ll naturally share your EXPERT knowledge with both your clients and your team. Best of all, you’ll delight your clients with a beauty EXPERIENCE that’s memorable for all the right reasons. Lisa Conway Zing Business Coaching www.zingcoach.com.au FURTHER EDUCATION SUPPLEMENT 2019

EDUCATION 2019

PELACTIV RESULTS PELACTIV IS AN Australian-owned and manufactured cosmeceutical skincare range that provides real, visible results. We believe every Australian beauty training facility should offer its students the opportunity to be educated and trained using Australian skincare products. Pelactiv offers a full spectrum training seminar that covers both theory and practical units. Students learn about the healing and rejuvenating effects of the selected native Australian botanicals used in Pelactiv products. They then discover how the fusion of botanicals and technologically advanced ingredients work on the skin. We provide highly qualified beauty professionals who perform a detailed product knowledge training session, which covers all Pelactiv products, the ingredients and skin types they are created to treat. They are then offered a hands-on, practical training session where students can experience performing a lactic acid peel facial. This is a truly exciting part of the training as students get to see for themselves the results that a cosmeceutical facial offers. Students are provided with a professional Pelactiv Certificate of Achievement on the completion of the training seminar and have the opportunity to purchase Pelactiv retail products at wholesale prices. Pelactiv also offers a â&#x20AC;&#x2DC;Training Partners Schemeâ&#x20AC;&#x2122;, which is an opportunity to partner with Pelactiv. Your facility can not only stock Pelactiv products for your students, but also receive 25 per cent off wholesale product orders. We also offer exclusive complimentary training twice yearly, plus a gift pack and certificate for your student of the year. Ph: (02) 8422 5000 www.pelactiv.com 16 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

Pelactiv

Australian skincare at its best We believe every Australian beauty college should allow their students to learn with at least one Australian skincare brand. Pelactiv is the perfect partner for your college. For nearly 20 years we have been partnering with beauty training facilities and have had amazing success. Our training days are exciting and educational and allow each student to perform and experience a lactic acid facial peel. Upon successful completion each student receives a Pelactiv certificate and is able to purchase their own take home student peel kit.

Our training days include: • Hands-on experience with Pelactiv professional and retail products including the peel system • Extensive knowledge on AHA’s & BHA’s • Theory and practical components • Pelactiv retail products available for wholesale purchase • ‘Student Peel Kits’ available for purchase • Certificates supplied upon successful completion • Comprehensive spray tan training available on request

Pelactiv VISIBLY HEALTHY SKIN

Take advantage of our Training Partnership Scheme: • 25% off wholesale prices • Training days provided to suit your needs • Graduation certificate and gift awarded to the ‘Student of the Year’

02 8422 5000 | sales@pelactiv.com | www.pelactiv.com

EDUCATION 2019

AST ACADEMY - ADVANCED SKIN TECHNOLOGY ADVANCED SKIN TECHNOLOGY is the leading distributor of the most technologically advanced skincare products and treatments throughout Australia & New Â Zealand. At AST, we understand that ongoing training and support is vital to ensure accurate and up to date product knowledge for your staff and continued growth of your business, which is why we created AST Academy. AST Academy specialises in delivering practical clinical skincare training to industry professionals. We recognise that people learn differently, which is why we have a variety of delivery methods and provide progressive and engaging education techniques to suit all learning styles. We offer flexible online training, interactive workshops hosted by accredited clinical educators, education events and in-clinic training. AST Academy provides quality education to thousands of professionals around Australia and New Zealand each year; we offer several class options every week, so whether you are a skincare therapist, nurse, cosmetic physician, dermatologist or dermal therapist, there is a class for you. In addition to the AST Academy, we have a team of Account Managers and a marketing and events team who work closely with clinic partners to provide business support to ensure they stand out in such a competitive market. To find out more about AST Academy or how to become a stockist contact us today. Ph: 1800 648 851 www.advancedskin.com.au 18 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

specialised products

EDUCATION 2019

State of the INDUSTRY Australian beauty professionals identified their challenges and opportunities in a August 2018 industry survey, and here’s what they had to say to Professional Beauty... HOW’S BUSINESS..? In RETAIL the last 12 months:

51% % 40 stable 9% decreased increased

In TREATMENTS the last 12 months:

58% increased % 34 stable 8% decreased

WHERE YOU’RE HEADED…

We asked what you see as your biggest areas of growth and you said: Cosmetic injectables, 8% Waxing, 10% Manicures & pedicures, 8% Massage, 6% OF YOU SEE YOUR BIGGEST Tanning, 2% GROWTH AREAAS MACHINE

28 % 23

OF YOU SAY THAT YOUR BIGGEST CHALLENGE IS ATTRACTING NEW CLIENTS

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BASED TREATMENTS

OF YOU SEE YOUR BIGGEST GROWTH AREA AS TRADITIONAL SKINCARE

SURVEY SAYS

58% IDENTIFIED TRAINING AS THE AREA YOU MOST WANT TO IMPROVE ON IN 2019.

FURTHER EDUCATION SUPPLEMENT 2019

EDUCATION 2019

PRECISION WAXING AUSTRALIA’S #1 WAX Worldwide, LYCON celebrated 40 years of precision waxing in 2018, along with a well-deserved international reputation as the crème de la crème of depilatory waxes. Formulated with the finest resins, pure beeswax, sensuous aromatherapy and natural plant oils, LYCON is the world leader in quality waxes that deliver superior results. LYCON Founder and CEO Lydia Jordane has pioneered the Australian waxing industry worldwide since 1978, with LYCON waxes now available in over 70 countries! We believe therapists need to continuously upskill their techniques, including waxing, in order to keep up with new industry trends and requirements. A master class with a LYCON Specialist Trainer builds professional confidence to become an outstanding waxing specialist and keep clients coming back time and time again. “I’ve been waxing for over 50 years and I continuously build upon and improve my techniques to ensure the LYCON Waxing System continues to outperform industry standards and delivers the best possible results for your clients!” says Lydia Jordane. We are delighted to offer therapists from many different industry levels our worldrenowned and globally sought after LYCON waxing training, developed by the World’s Waxing Queen and LYCON Founder and CEO Lydia Jordane. We offer specialised training to: • Students & Colleges • Salons & Staff Members • LYCON Distributors • Therapists & Industry Professionals LYCON training allows you to learn the best, from the best, using only the best quality…so come and experience the world of LYCON Precision Waxing! Ph: (07) 3004 6200 www.lycon.com.au 22 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

EDUCATION 2019

GUINOT'S

DIGITAL INNOVATION THE GUINOT E-TRAINING App was developed to support Guinot Aestheticians in mastering treatment procedures and ensure they have access to the latest Guinot innovations. The easy to follow, step-by-step digital treatment guides improve efficiency and save valuable time when training new and existing staff. The digital platform is updated in real time by Guinot Head Office Paris, ensuring all therapists have access to the brand’s latest product information, treatments, techniques and consultation guides. Guinot believes good quality training brings out the best in your beauty therapists, maximises client satisfaction and promotes business growth. The benefits of having the Guinot E-Training App include: Flexibility – Therapists can maintain Guinot product knowledge and professional treatments at their own pace. Quality training – Keep updated with realtime, practical treatment procedures, product knowledge and new product launches. Minimise training time and offer consistent, high-quality service to clients, increasing salon profit. Support – Ongoing support for staff in the palm of your hand. In room consultation and practical guidance for all therapists. Guinot is a professional brand committed to beauty salons, with more than 50 years’ experience in beauty care. By focusing on how to reveal the beauty of every woman, Guinot has designed exclusive and innovative treatment methods that have conquered the hearts of women all over the world. The effectiveness of its treatments and products makes Guinot stand out as the leading brand in the beauty salon market with its continuous growth through digital technology. Ph: 1300 811 024 www.guinot.com.au 24 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

EDUCATION 2019

MEET THE BOSS-LADY BEHIND

SYDNEY COLLEGE OF HAIR & BEAUTY!

ZARA NADERI IS an inspiration to working women in the beauty industry. Originally from Iran, Zara moved to Australia in 1988 to start a new life as a single mother in a foreign country. For most people this would have been a daunting task - faced with a foreign market, a language barrier, no familial support. But Zara faced these challenges and has built her business up from humble beginnings into the training college it is today. Initially owning and managing over six beauty and hair salons across NSW, it became clear to Zara that there was room for growth in the area of permanent makeup. â&#x20AC;&#x153;Cosmetic tattooing has a very rich history in Iran and is a very popular treatment there. After working in Australia I noticed that more and more of my salon clients were becoming interested in it but there was very little knowledge of what it is and how to perform it. After seeing this demand I began to not just offer treatments but also to offer training in my salon to beauticians who sought me out.," Zara says. In 2011 Zara founded her training college Sydney College of Hair & Beauty. Over the last 7 years Zara has built a reputation as one of the leading cosmetic tattoo trainers in Australia with many students traveling from as far as New Zealand to learn from her. What makes her stand out from the rest? Her pure passion for the art form of permanent makeup (PMU). Each year Zara goes out of her way to travel to PMU conferences and workshops across the globe to learn the latest trends and techniques. The quality of her teaching can be seen in her previous students work. Zara is behind some very well-known brow artists with great reputations in Australia including Lana Tarek and Aman Kalsi - Skin Artistry. Ph: 1300 66 77 19 www.schb.com.au 26 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

EDUCATION 2019

EXPANDING YOUR

EDUCATIONAL

REACH How to target more eyes and ears through digital platforms.

IT WASN’T UNTIL recently, that I realised the way we educate our therapists and clients across the beauty industry has changed. The traditional sit-down, classroom style workshop has been surpassed by multiple digital platforms, as people spend less time off-site, and more time online. Unique to the individual, their life experience and preference of learning environment, alters the way in which one participates and actively learns content. The evolution from workbook to Facebook group has exponentially grown, as the rise of digital platforms allows for all learning styles to be engaged. The visual learner is targeted through pictures, diagrams and maps which can be found and created on aesthetically pleasing platforms such as Instagram or Pinterest. While these platforms seem somewhat superficial, rather than being content dense, a visual learner will remember the picture associated with the educational piece, which is the trigger for reciting information retained. An example of this may be an image of a cell which has been drawn and labelled to reflect each individual component of the cell. When trying to remember that information the visual learner will flash this image in their mind to relay the information. Podcasts however, are great for the auditory learner, someone who learns best when information is spoken or heard. A musical introduction, verbiage, pronunciation, articulation and tone of a podcast host, can truly resonate with an auditory learner. Six, sixteen or sixty minutes long, an auditory learner can listen and learn at the same time, from any mobile device, through various applications or desktop websites. Nowadays the library

of podcast topics and hosts in which to point your clients or team to are widely diverse, catering to all ages and genres. Can’t find a podcast that speaks the same language as you and your brand? Why not create your own podcast channel to educate your tribe? Facebook groups are a great way to engage those wanting to learn in an informal manner, through posts and groups, whereas forums and online communities allow for direct notifications which are delivered to the learner, allowing them to contribute at their leisure. Actively participating in group discussion, commenting on articles or

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EDUCATION 2019

being in a conversational forum, are ways in which the reading or writing learner best consumes their information. Often the act of reading or writing, be that with pen and paper or typing, helps the learner secure the content taught at their own pace, and doesn’t slow others around them. Kinaesthetic learners are your webinar, online training portal, video and ‘live’ platform lovers. The visual aspect of seeing a massage move or a cleansing step, combined with the physical movement to practice, allows for the relay of information when it comes to tangible experiences and treatments or at home facials for your clients. Encourage your audience to interact by practicing the content on themselves or a friend during the session. Video engagement, from an algorithm point of view, is the most favoured content as preferred by Facebook and Instagram. These platforms are encouraging you to be going ‘live’ across your pages, creating videos and hosting online sessions for your audience

to interact with for a truly successful educational reach. Easily accessible for all ages and technology levels, educational platforms are only an Internet signal away and can be taught flexibly for both learners and hosts. For exciting educational pieces, be prepared, be confident and know your content. Be present and consistent with your message and be sure to update your information regularly to stay relevant in the learners’ mind. Tamara Shaw Beaute Industrie www.beauteindustrie.com FURTHER EDUCATION SUPPLEMENT 2019

EDUCATION 2019

INDUSTRY ADVANTAGE AT LE BEAUTY we recognise the importance of following your passion, to train with the best in something you love, to up-skill and master your talent. We partner with top brands and trainers to offer certified training from industry experts. Our industry difference is the value we place on 1-on-1 training. We believe that you get the most out of your training when you get the sole attention of your trainer and therefore the majority of our training courses are held in this highly personalised way. Our world-class Education Manager and in-house trainer Anh Hoang has built an inspiring following and is widely praised for her personalised approached to training. We have access to some of the most talented trainers covering the mastery of lashes, brows, nails, waxing and tanning. “I’ve just completed my second course with Anh because I keep wanting to learn from her. Not only is she an inspiration with her quality of work, her passion, ambition and drive, she’s extremely humble, down to earth and she bridges the gap so you can easily relate to her. She’s amazing at what she does and is making the beauty industry richer one person at a time.” From our own state-of-the-art training facilities in Richmond Victoria, we offer a range of classes from renowned brands. For most of our courses we also accommodate interstate training, whether it’s for an individual or for a business. Visit lebeauty.com.au/training-hq to book your training in 2019. We offer flexibility in dates and times that work for you. Ph: (03) 9421 0025 www.lebeauty.com.au 30 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

EDUCATION 2019

THE FORMULA TO SUCCESS

ULTRADERM IS ONE of Australia’s fastest growing professional skincare brands that was founded in 2009. Ultraderm has developed a cutting edge cosmeceutical skincare brand, formulated with only the best ingredients needed to deliver optimum results to its customers and partner salons around Australia. The Ultraderm range of exceptional skincare products are just the beginning to achieving healthy radiant looking skin. Our partner salons are trained to provide results focused treatments which enhance results when used in conjunction with our range of home care products. We schedule Training Events Australia wide, as well as perform regular in-salon training with our many regional Salon Partners throughout the year. Regular refresher Monday morning workshops are held at our Gold Coast Offices. Our must attend Momentum Salon Partner Conference is held regularly on the Gold Coast. An emphasis is placed on theory as well as a practical hands on component to ensure therapists are confident with providing and recommending treatments and homecare solutions. We are proud to partner with several Australian Beauty Colleges and run complimentary training events and workshops to ensure graduates are “Consult Confident”. Many graduates go on to partner with us when they start their own business or introduce Ultraderm to their new work places. We are also the newly appointed Australian and New Zealand Distributors of Rezenerate, a NanoFacial Infusion Device. utilising cuttingedge Nano - technology, Acupressure and the cool touch of CryoTherapy, Rezenerate NanoFacial delivers unparalleled results with a relaxing, non-invasive treatment. Ph: 1300 660 297 www.ultraderm.com.au www.rezenerate.com.au 32 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

The

Secret to Perfect Skin ...

• Australian cosmeceutical range • Results driven skincare • Select 7 Skin Peel System • Great price point and markup • Easy to use and recommend for retail BEFORE

• Annual marketing planner in place • Ultrarewards - Client Loyalty Program • Staff skincare rewards • Flexible Opening Orders • Regular Salon Training • Momentum A F T E R A C O U R S E O F T R E AT M E N T S

1300 660 297 ultraderm.com.au

- Annual Salon Partner Conference

EDUCATION 2019

CAFLON EAR PIERCING SYSTEM

CAFLON IS THE most widely recognised ear-piercing system in the world. It is the total ear-piercing system currently being used in over 60 countries worldwide. Caflon jewellery is manufactured and designed with your clientâ&#x20AC;&#x2122;s health and safety foremost in mind. The ear-piercing studs are pre-sterilised and nickel compliant to E.C./ FDA standards, making them suitable for sensitive ears, whilst all studs are packed in individual blister packs, ensuring the highest standards of sanitation are met. Caflon studs are available in Gold & Silver and come in many different styles and sizes. A wide variety of support tools are available with the Caflon ear-piercing gun, from marketing material, antiseptic ear-care solution and antiseptic wipes, to educational videos and online ordering, to ensure you are fully equipped to provide an exceptionalÂ service. The Caflon Ear Piercing System is simple to use, however our reputation for high standards is crucial, so we continually strive to provide clear and precise resources and training for our customers, ensuring they are confident in providing an exceptional service time after time. We regularly organise nationwide training courses to introduce beginners and ear-piercing specialists at all stages to the Caflon Ear Piercing System. If you are unable to attend one of our courses, we also provide an online alternative to enable you to receive your Caflon Ear Piercing Diploma. Our Professional & Introductory Trial Kits are especially made for those new to ear piercing and the professional piercer alike. Kits contain everything you need to set up a safe, hygienic, reliable ear-piercing service in no time. Ph: 1800 805 276 www.caflon.com.au 34 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

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EDUCATION 2019

Reduce Your

MARKETING BUDGET

to ZERO

Unlock the door of success in the beauty industry. HOW MUCH SHOULD you be spending on marketing? Answer… ideally $0! Spending money on marketing is an activity you as a salon owner should be aiming to make obsolete. “What?” I hear you say, “Stop marketing?” I deal with successful salons internationally who don’t need to spend a cent on marketing. How? Let me explain.

There are two ways to market your business

The first is through persuasive messaging, the use of clever words and creative linguistic endeavours, by packaging value or discounting your products and services. Nothing wrong with this if you’re happy losing time, energy and money. But honestly, you’re swimming upstream. The second way to market your business is through “truly” differentiated products and services. When you do that, life becomes easy. What is a ‘truly’ differentiated product or service? If you build your business through delivering to the marketplace actual value that your competitors are unable to deliver (instead of just saying you’re doing so), clarity in your messaging itself becomes persuasion. Actual differentiated value takes the burden off your linguistic ability and your marketing prowess and places it onto your actual offering. The truth of your differentiation speaks for itself. It enables you to make claims others simply cannot make. The problem with most salons and spas is that they are not truly differentiated. This leaves them competing in a marketplace where they have to out-convince. They don’t have a meaningful answer to the question every prospective client is asking.

The million-dollar question

“Why would I choose to walk past every other salon and through your door?” What’s your answer to that question? Is your answer real? Or would your competitors want to debate it with you? Most business owners don’t even realise that answering this question

meaningfully is the key to exponential salon growth and taking their brand to a new level of success. The second piece of the puzzle is that your meaningful point of difference must be in high demand in the marketplace. If the way in which you create your unique offering is not through an ‘in demand’ service, you’re wasting valuable time and possibly money. Don’t fight statistics. Go with them.

There is NOTHING meaningful about trends or fads Never try to build your uniqueness with fads. A brand that will withstand the test of time is never built on fads or quick fixes. Your clients are not guinea pigs and they may let you give this or that a go, but they will not tolerate incompetence. We only have one go at it and we need to make it count. Loyalty from your clients comes not from trying every new trend or quickfix and hoping for a positive result, but rather, by you making powerful decisions based on what will ultimately solve their problems. Becoming customer-centric means truly offering your clients what is in their best interest long-term. Fads are not loyalty worthy. They are far too risky for the wise salon owner and they stay away from them at all costs. They simply do not have the longevity you need to build a long-term successful business.

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Jeff Bezos, now the world’s richest man, says, “Be genuinely customer-centered, genuinely long-term oriented.“ This next quote is amazing. As a future brand creator, take special heed of Jeff ’s words. They are gold: “In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts. Are you too focused on how you talk about your business and not on what it actually does? The very best businesses acquire customers ‘organically’ without advertising.” Let exclusive treatments and word-of-mouth drive your business.

Trust is everything

Building a successful brand is all about developing leadership in your industry and in your marketplace. You must choose a way to differentiate your brand that builds trust with your clients because that trust you build transfers into all other offerings within your business. It’s like an automatic upsell to your clients. As you focus on becoming the educator, the influencer and the authority to your clients, you begin to gain quality clients exponentially. Everyone is relieved when they find an expert to trust. That’s how you really build exponential and rapid growth in your beauty business without spending a single dollar on marketing.

Differentiation can NEVER just be a marketing claim

This is the biggest mistake salon owners make. They think that differentiation exists in their marketing material or in their business. It doesn’t. It only exists within the mind of your clients. When women drive two hours to your business, as they drive by hundreds of other spas and salons, without ever having laid eyes on your salon décor or having experienced your salon ambiance, you know you have a nailed differentiation and meaningfulness in the mind of the consumer. That’s precisely why we founded TrueBrow™; to offer that in-demand, highly-differentiated offering that other salons and spas find very difficult to compete with. Elle Wilson TrueBrow™ & Brow Secrets™ International www.browsecrets.com FURTHER EDUCATION SUPPLEMENT 2019

EDUCATION 2019

CLINICAL THERAPIES AND LASER INSTITUTE

TRAINING WITH PRACTICAL, hands-on experience for advanced laser treatments is essential for safety & clinical results.Experts agree that effective, advanced post-graduate courses must be based on practical, hands-on experience for operator confidence, client safety and effective results. With the ongoing advances in technologies the need for a Graduate Certificate in Cosmetic Lasers and Dermal Therapies is strongly substantiated.The current graduate certificate SIB70110 Graduate Certificate in IPL and Laser Hair Reduction only covers hair reduction services and does not include other Laser or Skin Therapies. However, the demand for Skin Rejuvenation, Vascular, Pigmentation, Micro-needling, Noninvasive Lesion Removal, Face and Body Sculpting with skin tightening treatments are constantly on the rise. While licensing for these procedures is required in various states, the need for more comprehensive training is imperative. Students are taught using practical, hands-on strategies, emphasising a face-to-face relationship between trainer andÂ student. We have partnered with Study Loans to offer students easier access to education loans. Call Study Loans on 1800 566 699 to enquire or apply over the phone. Our Special Offer: for candidates with 2+ years experience in any area we can assist with assessment of your skills through RPL (Recognised Prior Learning) at special rates before the end of March 2019. Ph: 1800 628 999 www.laserinstitute.edu.au 38 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

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EDUCATION 2019

THE BABOR EXPERT METHOD AT BABOR WE believe that education should inspire and empower therapists to be their best. Our MISSION - What we do As a pioneer in professional skincare we create innovative precision formulas and expert solutions. As a part of a forward thinking global brand, we are already thinking about tomorrow today. VISION - Where we are going BABOR is a recognised scientific authority for innovative skincare and beauty maintenance. Worldwide we are renowned for the excellence and expertise of our products and treatments. The BABOR Expert Educational Program offers therapists a flexible delivery system to suit all levels of learning within suitable time frames, by certified educators. BABOR educators maintain professional currency with yearly international seminars. The BABOR Expert Educational Program encourages therapists to challenge themselves and grow their knowledge and skills with BABOR. Our BABOR Expert works directly with our National Educator to ensure they are au fait with the latest in skincare technology, continuously enhancing their skill set and confidence, all while working with an environmentally conscientious and sustainable brand. The interactive program is delivered through many of BABOR’s flexible learning options with a focus on adult learning principals. The learning pathways include; • Face to Face delivery • Regular newsletters from the National Educator • Professional Facebook group for ease of regular updates • Live Educational Webinars • Online Portal Ph: 1800 139 139 www.babor.com.au 40 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

THE SKIN MICROBIOME

- Bacteria Is The New Black Taking a look at what our skin really needs. THE SKIN IS the primary interface between the internal and external environments, providing a barrier against opportunistic pathogens, UV radiation, mechanical and chemical stressors, including toxic substances. In recent times, the skin’s barrier function has become a topic of intense discussion amongst skin therapists, and for good reason. With advancements in and access to a greater range of modalities in clinic, we are able to manage skin concerns like never before. Do all our treatments support the skin’s barrier function? The health of the stratum corneum, the uppermost layer of the epidermis has always been considered crucial to healthy skin function. The role of keratinocytes, the major cells of the epidermis, has always been considered to be a protective one, yet recent research has revealed that it is a lot more complex than that. Keratinocytes are involved in communication with host immune networks, producing and releasing an array of hormones, neurotransmitters and cytokines that influence whole body systems. The acid mantle, that mixture of sweat and sebum that we were taught about, having a pH of between 4.5

and 5.5 has always been considered the skin’s first line of defense, repelling opportunistic microbes, but there’s actually more to the story than that; the skin plays host to a diverse ecosystem of microbes that are directly responsible, along with the body’s innate immunity, for maintaining a healthy barrier, ensuring homeostasis and optimal skin function. Disruption of this delicate microbial balance results in a higher susceptibility to inflammatory conditions. While more people are becoming familiar with the terms ‘gut health’ and ‘probiotics’, they may not as yet fully understand the impact they both have on health and disease. Conditions such as ulcerative colitis, coeliac disease, rheumatoid arthritis, depression, obesity, psoriasis and eczema, to name a few, all have an association with poor gut health. Dietary choices directly influence the trillions of diverse microbes, made up of bacteria, fungi, yeasts and viruses that reside in the gut, impacting both their diversity and numbers. The gut microbiome is a term used to describe the microbes that inhabit the gut, along with their genetic material, that are collectively responsible for determining both health and disease.

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EDUCATION 2019 The skin microbiome is the new kid on the block, and is forcing us to re-think what constitutes the skin’s first line of defense. The fabric of microbes made up of bacteria, yeast, fungi and viruses that cloak the entire skin’s surface and reside within follicles, is now recognised as determining the skin’s barrier function, influencing the skin’s hydration levels, pH levels, ceramide production, and also sebaceous secretions. Disturbances to this intricate balance have been implicated in inflammatory skin conditions such as psoriasis, eczema, acne and rosacea. I describe the skin microbiome as the new black because while it is recognised by some skin therapists, there are still huge numbers who have no idea of how integral it is to skin health. As its influence on dermatological disease management and also skin health are becoming better understood, the interest in the skin microbiome continues to grow exponentially. This has resulted in a large number of players entering into the market from both Pharma and cosmetic industries, which will ultimately intensify the competition around microbiome-specific products in the coming years. I have only very recently returned from the 3rd Skin Microbiome Congress 2018 in London and was excited to see such advancements in both cosmetic and pharmaceutical applications of microbiomefocused product development. Skin microbiome technology is all about creating an environment where skin microbes can thrive and ultimately promote healthy skin. As skin therapists we have to assess the impact of in-clinic treatments on the skin’s microbial balance. Popular modalities such as microdermabrasion, laser treatments, chemical peels, epidermal blading, to name a few all alter the microbial balance. Is there more that can be done to address skin concerns while being mindful of the skin microbiome? A growing consumer awareness of just how dramatically what we apply to our skin can impact skin health is behind the drive to bring products to market that are skin ‘microbiome-friendly’. Certain ingredients found in cleansers, exfoliants, serums, moisturisers, even makeup, have been linked to disruption of the skin microbial diversity, resulting in increasingly reactive, compromised skin conditions. In Europe and the United States, (and more recently here in Australia), consumers are becoming a lot more savvy and environmentally aware, and they

are continuously seeking to have this reflected in their skincare choices, fuelling the growing interest in products that are ‘microbiome-friendly’. This has led to the emergence and increased popularity of a growing number of product brands in the cosmetic/ cosmeceutical space such as JooMo, Galline, Mother Dirt, Esse and Dermaviduals, not an exhaustive list by any means, that all have a focus on skin health, containing no artificial fragrance, little to no preservatives, no harsh surfactants or stripping cleansing agents which have all been linked to the disruption of the microbial diversity on the skin’s surface, but instead, creating the perfect environment for skin microbial balance. In Pharma, the skin microbiome is also big business, with a big focus on the utilisation of probiotic technology in a number applications, such as acne, psoriasis and eczema management as well as in body odour, dandruff control and anti-ageing. Probiotics are live microbes that are deemed to confer a health benefit upon their host and so in order for a product to be marketed as containing probiotics, it must be found to contain live microbes, which in effect confers drug status upon the product. Cosmetic formulations are not allowed, by law to alter the skin in any way, and so therefore are not permitted to contain probiotics. This is the sole domain of Pharma and therefore raises questions about claims being made by certain cosmetic brands which purport to contain them. Skin microbiome-focused skincare is going to continue to grow in awareness and demand as consumers continue to dictate what they want to see in their products and to put on their skin. The same way ‘fragrance-free’ and the elimination of harsh preservatives have seen cosmetic companies raise the bar, I predict that ‘microbiome-friendly’ skincare will soon become the norm. The consumer is looking for a simple solution to skincare and I believe as skin therapists this is something we too need to consider. What impact are our applications having on the skin’s health in the long run? I honestly believe that we are heading towards a time when less will indeed be considered more. Chiza Westcarr Nutritional Skincare Academy www.nutritionalskincareacademy.com FURTHER EDUCATION SUPPLEMENT 2019

EDUCATION 2019

TOP 5 MYTHS ABOUT PERFORMING LASER AND IPL TREATMENTS 1. You have to be a beauty therapist, doctor, dentist or nurse to perform laser treatments False. The minimum requirement for becoming a laser technician in most parts of Australia is a Laser Safety Certificate. In Queensland you also require infection control qualifications and then to log clinical hours under supervision to achieve competency. The only exception to this is in Western Australia where Class 4 lasers can only be used by doctors, dentists, nurses and beauty therapists. To further build on a Laser Safety Certificate and be ready for practice through a rigorous workplace policy on the journey from novice to expert is required. 2. You don’t need a safety certificate if you use IPL False. The new 2018 Australian and New Zealand standards for using laser and intense light sources have as a mandatory undertaking that a laser/IPL safety certificate be completed if you are using IPL regardless of where in the country you work. 3. IPL are safer to use than laser False. In the wrong hands both can be equally as harmful. 4. Invisible wavelengths of light can’t injure your eyes False. These ones bypass our blink reflex and cause painless and often undetected retinal damage. 5. The darker or bigger the chromophore you are targeting the higher you need to have the fluence/power. False. Darker targets act like a “sink hole” for the light and create a stronger photothermal (heat) or photomechanical response. They generally need less fluence and may also need a longer thermal relaxation time too to cool and prevent burns. Ph: 1300 001 808 www.bravura.edu.au 44 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

Be Exceptional

Do you comply with Australian and New Zealand laser standards? Is every member of your team up to speed on laser safety? Is it time to review and refresh your laser policies and procedures? Need a laser safety audit?

Call us on 1300 001 808 hello@bravura.edu.au

www.bravura.edu.au

Endorsed and recognised by Radiation Health Departments and professional bodies.

EDUCATION 2019

THE LASER LOWDOWN THE COSMETIC MARKET is amongst the fastest growing industries in the world, with the role of laser technologies expanding dramatically in recent years. Selecting the right laser system, with the highest quality after-sales training, maintenance and support is one of the most important business decisions you’ll ever make. Best practice for your practice Keeping up with current best practice and staff training is vital to the success of your practice, yet for many it can prove a struggle to maintain. When you partner with Syneron Candela, you will benefit from ongoing access to manufacturer trained clinical educators for best practice clinical training across all device categories to empower you and your team to offer patients gold class treatment, every time. Help, when you need it As a valued Syneron Candela customer, you will receive priority technical advice, support and maintenance — for the life of your device — from factory trained, highly experienced service technicians. Keep your business running When you purchase any device with Syneron Candela, you will receive a threeyear full manufacturer’s parts and labour warranty, including yearly preventative maintenance servicing. Partner with Australia’s largest premium aesthetic device company While a growing number of devices on the market make it a complex task to choose a machine, certain lasers are well established world-wide in dermatology practice, and remain gold standard. For more than four decades, medical aesthetics specialists, dermatologists and plastic surgeons have trusted Syneron Candela with their business. And, now you can too. Ph: 1300 (CANDELA) 226 335 www.syneron-candela.com 46 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

Are you considering a new device for your clinic? Partner with Australia’s largest premium aesthetic device company. With over 40 years industry experience and 700 published clinical papers, Syneron Candela has been used by over 30,000 leading physicians across more than 10 million treatments. We have engineered the systems that serve as the basis for building profitable practices – reliable solutions that use proven energy-based technologies to treat a vast array of conditions, on the full spectrum of skin types.

Three years warranty on all devices

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Includes all servicing and customer support

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Comprehensive marketing resources

For more information about how Syneron Candela can help

you achieve your practice goals, please call 1300 (CANDELA) 226 335 www.syneron-candela.com #syneroncandelavalue

EDUCATION 2019

FIND YOUR

FUTURE

CUSTOMERS Here are the simple ways to embrace the anti-ageing industry and secure your future business. WITH OUR FAST-GROWING population now living longer than ever, the anti-ageing industry is where you will find a significant number of future customers. But are you ready to make the most of it? Now is the time to future-proof your business and put strategies in place to successfully target, service and satisfy this audience. Huge advances in technology are now benefiting the beauty industry, however it’s important to now find ways to adapt these innovations to suit older clientele. At Sydney’s 2018 Beauty Expo, Intermedia partnered with Slow Ageing to survey Australian beauty businesses who are involved in anti-ageing to identify practical ways to benefit and secure your future practice.

booking engine and messaging services that will offer a personal easy-to-use approach to suit less tech-savvy customers. Plus, older clientele often do not feel like their issues are always addressed so include a follow up automated email system to be able to ensure customer satisfaction and incorporate invaluable feedback.

Educate Your Customers

Time To Get Specific

More than 80% of those that took part in the survey believed that educating customers beyond what they offered face to face was vital. Customers are now looking for more information on treatments so add value to the consult in the form of education, for example offering links to research papers to help sell high-end treatments. This is particularly important if you are providing skin tightening or laser treatments, as this is a very confusing area, which is changing rapidly.

Power Up Your Customer Service

Finding new customers is essential for future business. Nearly half of those who took place in the survey considered this a top priority. However, it is important to look at how you actually source customers – and then how you might retain them. Introduce a

Look at the different ways the older population responds to marketing. From the survey, 73% said that they actively market to their customer base and while there is a range of ways you can do this, the most successful marketing activity was presenting special offers. Offering new products and trends did not score as highly, which shows how differently you might need to approach these particular customers.

Explore Appropriate Services Look to deeper education on service intensive areas where there is a level

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of complexity. For example look at the evolution of brow services, tattooing and henna, way beyond simple dye where the competition is from home-based DIY. Also explore treatments and masks for more specific parts of the body such as hands, lips, eyes, chest, arms and cuticles so as to better target certain ageing issues.

Partner Up

Grow your business via partnerships. Injectables are arguably becoming commoditised and available in channels apart from medical practices. Either partner to provide this to clients or Understanding Your Customers bring in a practitioner on set days to Segment your market and target accordingly. The over-50s woman provide this service. Some practitioners is the most powerful in terms of spending and will want a different are eligible to provide services that span approach to younger women. They feel invisible and often fearful medical consults and supplementation. of ageing and when dealing with 20 something-year-olds, can be This means being able to offer medical put off from the lack of shared perspective on life. Educate staff on grade supplements, which provide repeat how to understand the ageing process and what is going on for older business and high margins. customers in order to develop a positive and empathetic approach. The anti-ageing industry will continue to expand. So as you look Don’t Forget The Men! down the next 10 years of your business, Men’s services are one of the fastest growing areas in the beauty industry. be sure to embrace it and adapt your Increasing numbers of men, particularly the younger generations, are business to include its growing number already booking pedicures, manicures and waxing appointments, not to of customers and their mention, laser treatments and ‘Bro-tox’. As men age they become very many needs. untidy and are in need of attention – and we’re not just talking a shave and a hair cut. Explore areas such as cosmeceuticals, injectables and Kate Marie hair removal/ hair loss, so you can expand your business to include the Neos Health www.slowaging.org expanding group of the over-50s men. FURTHER EDUCATION SUPPLEMENT 2019

EDUCATION 2019

AUSTRALIAN BORN – GLOBALLY LOVED. ELLEEBANA WAS ESTABLISHED in 1995 and is a long-standing Australian family owned and operated company. Elleebana’s team have been responsible for setting the benchmark for training and excellence in the Australian Beauty Industry such as co-writing Australia’s first competency-based training for beauty therapists in Australia (Diploma of Beauty Therapy and Advanced Diploma of Health Science and Aesthetics.) Fast forward to now, Elleebana currently produce and supply lash & brow enhancement ranges for professionals and develop lash & brow educational programs to over 40 countries across the globe and have a combined team of over 300 trainers worldwide. Otto Mitter, Managing Director of Elleebana is a regular guest speaker and educator at the world’s most prestigious beauty events and judge at leading global lash competitions. In 2017 Otto won the prestigious “Educator of the Year Award” at the Australian Beauty Industry Awards and was a top 4 finalist in 2018; Otto also won “Educator of the Year” at the 2018 Global NALA Awards (National Association of Lash Artists) and was nominated as a top 3 finalist in Professional Innovator category respectively. Elleebana has a passion for continuing education, working with leaders in the industry and helping up and coming beauty therapists, lash artists and educators develop their profiles and careers. To find your nearest class to you - head on over to www.elleebana.com to see the training calendar and follow @elleebana on Instagram for the latest Elleebana news around the world. Ph: +61 7 5576 6388 www.elleebana.com 50 | WWW.PROFESSIONALBEAUTY.COM.AU / WWW.SPAANDCLINIC.COM.AU

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