BUSINESS: THE OPULENCE APPEAL

THE OPULENCE APPEAL

Creating a luxury salon environment is the dream for many owners, but how do owners pull the look together? The Aesthetic and Beauty Industry Council member Laura Smyth reveals to Anita Quade the secret is all in the details from the fit-out to the staff.

Many salon owners would consider themselves to be a luxury business. But what exactly defines a luxury salon?

What is the criteria, and which elements should be addressed by those wishing to create a more luxurious client experience within their own business? We find that in most cases, luxury is in the detail. It’s about so much more than the first impression, or opulent furnishings, or premium prices. Luxury is often a feeling that is experienced only when all of the small details come together to create a sense of comfort, pleasure, and gratitude. This extends much further than just your physical fit-out, through to your business operations and team. Often it is with the latter that we all need a little helping hand.”

The Aesthetic & Beauty Industry Council was created to provide peak representation for industry, as well as guidance on all things business, from operations and marketing to staff and resources. So, aside from the physical elements of a business, how does one create a luxury experience from within, and what can ABIC do to help? We speak to ABIC member Laura Smyth, Director of Lush Skin & Body, who has created two very different experiences across her two salons, located in Melbourne and Perth. Laura is passionate about providing the ultimate luxe experience for her clientele, and shares a few of her secrets with us.

How do you define a luxury salon, from a client perspective?

“To achieve luxury, a salon must weave together specific characteristics. For example, physical aspects such as contemporary, minimalist styling can be used to create a high-end visual experience, but this should also continue through to the equipment you utilise. State of the art equipment and technology are a must for any luxury business. Aside from the physical aspects, we incorporate certain elements in order to make all clients feel utterly looked-after, comfortable at all times, and as though their experience was designed exclusively for them. Personalisation is key. We offer clients a glass of champagne or fresh juice on arrival - an upgrade from the usual water or tea. We also offer special exclusive treatments that are only available for a limited time to create that in-demand feeling.

All our therapists are highly trained to ensure the best possible standard, but also encouraged to further develop skills in their specific areas of passion, so that they exude joy and perform at their best. This carries through to the client and enhances their experience. I believe a salon also achieves luxury by ensuring privacy and discreteness during appointments, and delivering exceptional customer service throughout every minute of the entire experience.”

What does luxury mean to you personally?

“To me, luxury is an elevated state of being. It’s not about the financial investment, but rather the emotional connection linked to the interaction with the brand. I know I’m experiencing luxury based on how that interaction makes me feel; it elicits feelings of freedom, honouring my needs and self-respect.”

How do you incorporate luxury elements into your physical style?

“The Lush style has evolved over time. We worked with an interior stylist to create a luxurious, modern space for our Perth salon. Crisp, clean whites feature in the interior, along with accents of blush and gold. The use of dimmable mood lighting, a centrepiece and a dried flower installation all work together to create a focal point for our brand, both online and in-store. This style is also influencing the update of our Melbourne salon, whilst still keeping to our origins.”

How do you incorporate luxury into your treatments, and your staff-client interactions?

“A central pillar of our brand values is to provide clients with a premium experience. Upon walking through the Lush doors, clients are greeted by an immaculately presented team member, who will conduct a comprehensive and tailored consultation. Our goal is to ensure that clients feel seen and heard during their visit, this allows us to provide a premium, luxury experience. The treatment rooms are styled with an array of candles, heated blankets, water and herbal tea offerings. We offer bespoke facials/treatments and ensure the client is never left alone in the room; and we always offer additional value such as an indulgent scalp, decolletage and hand massage, all working to elevate the experience.

Our therapists ensure they are speaking softly to align with the ambience of the service, and the overall spa-esque ambiance we aim to achieve. All treatments are concluded with a beverage of choice, product recommendation and a custom-made cotton reusable bag with all purchases. Each facial treatment is followed up to check in on our client’s skin and how their routine is working.”

Where can business owners seek guidance on how to improve their own services and client experience?

“I’ve always kept a keen eye on what’s happening throughout industry so that I can remain current. This includes reading our amazing B2B industry magazines, monitoring social media, and visiting other businesses to help inform your own vision. Avoid trying to copy or directly compete with other businesses in your area - another element of luxury I believe in is authenticity. Instead, use your research and experiences to help you decide what it is that you do and don’t want to deliver, and to help craft a clearer vision of what makes your brand special.

Another big one for me is utilising the support of our industry groups and advisory networks, like the Aesthetic & Beauty Industry Council, of which I’m now a clinic member.”

What drew you to ABIC?

“I was drawn to the strong alliances with the beauty community, their unwavering support of small businesses, and their desire to see our industry held to a higher standard. There are lots of systems and benefits in place for any salon or spa looking to enhance their offerings. There’s a resource centre with hundreds of templates, fact sheets and ideas for business procedures, marketing, workflows, HR, team management and more - smooth operations in the business, both front of house and behind the scenes, are key for creating a luxury experience.

There is also a team of ABIC facilitators ready to take calls from members wanting advice or answers to any and every question relating to business or industry. And if you’re looking for a business coach who can help you upgrade and streamline your practices, ABIC has a supplier directory that can put you in touch with relevant experts who can guide you towards a more luxe experience.”

ABOUT ABIC

The Aesthetic Beauty Industry Council (ABIC) has been created for the industry, by the industry, with the vision of uniting all industry sectors under one powerfully strong voice. ABIC’s goal is to represent the Australian Beauty and Aesthetics Industry, provide an expert voice to government, advocate for benchmark standards, self-regulation, and to support the advancement of our industry at every level. Memberships are available for salons/clinics, managers, individual practitioners, and students.