Professional Beauty - - May-June 2018 by The Intermedia Group

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MAY•JUN 2018 INFORMATION. INNOVATION. INSPIRATION.

MILLENNIAL MARKETING Grow your ‘likes’ – and profits

HI-TECH

Game changing innovations

BROW RAISING BEAUTY

Master the latest trends

INTRODUCING

CONTENTS

May/June 2018 PUBLISHER BHA MEDIA BHA MEDIA MANAGING DIRECTOR Glenn Silburn EDITOR Anita Quade aquade@intermedia.com.au BEAUTY EDITOR Michelle Ruzzene mruzzene@intermedia.com.au ONLINE AND NEWS EDITOR Jenny Berich jberich@intermedia.com.au BEAUTY JOURNALISTS Ruth Cooper rcooper@intermedia.com.au NATIONAL ADVERTISING MANAGER Kelly Kilic kkilic@intermedia.com.au PRODUCTION MANAGER Jacqui Cooper

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GROUP ART DIRECTOR Sanja Spuzanic HEAD OF CIRCULATION Chris Blacklock cblacklock@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: 9,038 AMAA/CAB Publisher Statement Period ending 30 Sept 2017.

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60 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.

EDITOR’S LETTER

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IT IS WITH great honour and sheer beauty junkie delight that I take over the helm as Editor of Professional Beauty magazine. I have long been a fan of all things beauty, who can get bored of the constant growth in this industry? From the directional nail art and high-technology equipment to the scientific evolution behind skincare. I jumped at the chance to join the amazing team at this leading industry title and so far it has been a busy beauty social calendar from attending the Melbourne Beauty expo to being a guest at the inaugural Melbourne Nail Extravaganza featuring live demonstrations and a chance to mingle with peers to discuss the latest trends.

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News Soothing influence Until all hours Let it BB Skincare – new products Ultraceuticals RVR90 Customised skincare Winter’s dream Return of the lash Makeup – new products Brow raising trends A lesson in eyebrow art Brows - new products Investing in technology School of thought Scandi style Nails - new products Glitterbug Nailing professionalism The big chill Queen of corneotherapy Equipment - new products Liquid gold Waxing - new products Smooth operator

76 78 80 82 83 84 86 90 94 96 100 104 106 114

The art of exfoliation Tanning - new products Collection for every complexion 60 seconds with Pauline Valle Become an expert in retail sales Penalty rates reviewed Signs that you’re a micromanager Marketing to millenials Women in uniform Active beauty Pre and post procedure diet advice Acne can be cured Events Ad index

ON THE COVER

Elleebana has been considered an innovator in eyelash and eyebrow enhancement for over two decades. Now after four years of research the company has launched Elleebana Brow Henna, representing the next evolution in eyebrow tinting and colouring with a skin stain effect to reveal a return to the natural looking brow.

In this edition we look at one of the biggest beauty game changers – eyebrows. Learn how to stay ahead of the brow game on page 38. PB also gathered eight industry experts at the latest roundtable event to discuss the importance of investing in new technology. Find out tips on how to find the right innovations for your business on page 49. We also delve into hot topics this issue ranging from managing your staff (page 86) to marketing to millennials (page 90). Those in the beauty industry know that reinvention is constant and we thought it was time to extend that philosophy to PB magazine. Stay tuned for the next edition with exciting new industry sections and a revamped look! Until then, enjoy the read.

PROFESSIONAL BEAUTY

NEWS

L’ORÉAL UNVEILS ‘MINI LAB’ L’Oréal has unveiled “a mini skincare laboratory” that enables skincare professionals to create customised serums for their clients in just five minutes. Developed by L’Oréal in partnership with its SkinCeuticals brand, CUSTOM D.O.S.E (DOSE) scans and evaluates clients’ individual skin needs and then combines active ingredients into a custom-made serum for them. Guive Balooch, vice president of L’Oréal’s Technology Incubator, says DOSE “acts like a mini skincare laboratory by combining lab-grade formulations and factory-grade manufacturing into a machine that sits on the counter”. Featuring a production-quality compounder that operates at 1200 rotations per minute to mix ingredients precisely “drop by drop”, DOSE is able to combines active ingredients that were until now “unmixable outside of a factory setting”. He says “more than 250 unique skin types were considered when researching and selecting active ingredients to include in DOSE in order to provide dozens of combinations through over 2000 algorithms”. SkinCeuticals general manager Christina Fair says DOSE technology empowers skincare professionals to co-create personalised formulas that address patients’ unique skincare needs on the spot.” The DOSE experience begins with a oneon-one consultation during which the skincare professional completes an assessment of the client’s skin on a tablet which transfers the data to the DOSE machine that then mixes and dispenses the customised serum. Fair says each DOSE evaluation takes three to five minutes and the serum takes about five minutes to dispense.

READY, SET, GLO …

After 20 years trading as two separate brands, Glo Minerals and Glo Therapuetics have undergone a major makeover to become one – Glo Skin Beauty. The new look brand, which promises a “fully integrated line that starts with your cleanser and ends with your makeup”, was officially launched in Australia by Glo international educator Amanda Von Dem Hagen. Speaking at the launch organised by local distributor, True Solutions International, Amanda said Glo sees makeup “as an extension of skincare”. “Glo Skin Beauty provides professional treatments combined with homecare products to deliver transformative results for skincare professionals and their clients,” she said. The skincare range “combines plant derivatives with complementary firming, reparative, nutritive and antioxidant ingredients to create a cascade of actives that work in harmony to deliver healthy, youthful skin” while its “award-winning, skin nourishing, mineral makeup formulations enhance and protect even the most sensitive skin”. True Solutions International sales and marketing director Mandy Gray said she is confident that Glo’s transformation into a single brand will increase its sales.

SKINSTITUT CELEBRATES 10TH ANNIVERSARY Australian cosmedical skincare brand Skinstitut is celebrating its 10th anniversary this year with a record-breaking “40 percent growth in year-onyear sales”. Skinstitut general manager Nicola Kropach said the growth rate was a “profound achievement” for the brand which vindicates its founding rationale “that Australians are looking for highly effective, results-orientated scientific skincare that is affordable”. “Ten years ago Skinstitut shocked the crowded beauty market place in Australia with its out- of-the-box vision and brand values. “Way ahead of the market, Skinstitut forecast the dramatic retail downturn that was on its way as e-commerce gained momentum, and the retail landscape and path to purchase was set to change forever – and set about positioning the brand as the most accessible cosmedical product in the professional beauty space.”

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NEWS

OPI TEAMS UP WITH #THEYALLHATEUS

EPIGEN WINS DIGITAL BEAUTY AWARD

EpigenCare, a US-based personalised skincare start-up, has won Johnson & Johnson’s 2018 Digital Beauty Quickfire Challenge with a home testing kit that empowers consumers to make better skincare choices. The challenge, held at Johnson & Johnson JLABS technology centre in San Francisco, was set up to identify, recognise and support the most innovative and future-forward digital beauty solutions. EpigenCare’s personalised epigenetics test assesses the current state of a user’s skin and then uses the collected data to recommend optimal skincare product options. EpigenCare CEO William Lee says the test, which is due to be released on the market later this year, analyses epigenetic markers associated with skin quality indicators such as ageing, elasticity, moisture and pigmentation by “non-invasively collecting DNA from the skin”. He explains that epigenetics (the study of biological mechanisms that can activate or deactivate a gene’s function over time) is a more reliable method for skin analysis than genetic testing. “Since a person has the same genes throughout their life, only epigenetic profiling can accurately reflect the dynamic and current state of one’s skin.”

SKIN CLINICS’ DESERVING NEW IDENTITY

Australian Skin Clinics has launched a new brand identity “empowering people of all ages to speak up about what they deserve from their mediaesthetic professional”. The ‘I deserve’ campaign features “natural and relatable looking men and women” accompanied with supporting commentary such as ‘I deserve make-up free confidence’ and ‘I deserve to feel proud of my reflection’. According to Australian Skin Clinics, the brand relaunch follows extensive surveys of more than 1000 clients, potential clients and general consumers which found “they feel they are lacking the confidence to take control of their skincare and want to visit a clinic or brand they can trust”. The franchise’s chief marketing officer Christie Harris says the new identity aims to position Australian Skin Clinics as a more emotive brand and drive awareness of the company’s key focus of empowering their clients. “We see it as a great strategic step forward, with our brand becoming more relatable to our clientele and telling their story through emotive imagery.”

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OPI Australia has collaborated with Sydneybased blogging duo, TheyAllHateUs, to create “the perfect nail polish edit for everyone who dares to double denim”. The OPIxTAHU pack features OPI Infinite Shine Big Apple Red and OPI Infinite Shine Pink P.M as well as the OPI Infinite Shine Pro-stay primer and top coat According to Coty Professional Beauty Australia, the collaboration is the first of its kind for OPI Australia and has extended upon the ongoing relationship with TheyAllHateUs bloggers Tash Sefton and Elle Ferguson “who are long-time fans” of the nail brand. Coty general manager Jérôme Toulza says OPI is committed to bringing its customers “fresh product choices and meaningful collaborations that celebrate what OPI stands for”. “Tash and Elle have been long-time users and fans of the OPI brand and we are so excited to have collaborated with them on their exclusive pack, featuring two of our most popular and much loved colours. “Many young women in Australia look up to Tash and Elle for their expertise on style and beauty. With their incredible reach on social media they are accessible to a broad audience.” Jérôme says the denim-themed pack was based on the bloggers’ love affair with their wardrobe staple. “The best friends curated the shade colours and assisted in the creative direction of the pack visuals to ensure there was a distinct impact with the final product,” he says. Started 10 years ago as a daily email of images between two best friends, today TheyAllHateUS (TAHU) is a “much imitated, fashion destination” website with over 600,000 visits a month and an Instagram account with over 185,000 followers.

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COVER STORY

Browsing for

PERFECTION

There is an eyebrow revolution happening in colouring thanks to Elleebana Brow Henna. Otto Mitter reveals the latest innovation that heralds a return to natural beauty.

IN THE WORLD of beauty, first impressions count. Even when we have Facebook, Snapchat and Instagram filters to edit our images, the image you see in the mirror is the same first impression the rest of the world sees when they greet you in the flesh – and that impression counts! Gone are the days where heavy foundation and contouring were considered “on trend”. There is a new sheriff in town and we are certain this trend will not be leaving our sights anytime soon. We are now all about the brow, from early teens to middle aged and beyond, each woman and a considerable percentage of gents are on board with the “fleeked” brow trend. We are not just talking about the chiselled, highly concealed TV celebrity brows, we are not referring to the YouTube makeup sensations arched to perfection brows, nor the Global catwalk inspired “Anti-Brow” trend of bleaching out the brows or disguising them with glitter, we are not even talking about the hair sprayed, gelled or braided brows (that secretly looks photo shopped).

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No, beauty has taken an unexpected, but completely welcome turn in terms of embracing the “natural” brow. Whether it’s the rise of the “Coachella styled” natural beauty that has encouraged this trend we are happy to see naturally full, glossy and healthy looking natural brows. Imagine it, using eye and lash enhancements to not only enhance the natural beauty in one’s eyes, but to create brow magic one never thought possible – a carefully crafted, beautifully respected – natural brow. Elleebana has been considered innovators in eyelash and eyebrow enhancement for over two decades. Company Director Otto Mitter is a visionary in professional-use beauty product developments and global training. Having developed the world’s fastest lash lifting system it will come as no surprise that when clients were continually asking for a revolution in professional eyebrow colouring, Mr Mitter did not disappoint. After four years of research, sweat, tears and a vision for perfection, we proudly present to the beauty industry Elleebana Brow Henna; the next evolution in eyebrow tinting, colouring with a skin stain effect that make up products will be envious of. After an already successful career spanning over two decades of importing, exporting and co-producing the Belmacil lash and brow tints range, production and global distribution of Elleebana’s one shot lash lift system, production of the nationally recognised Elleebana lash extensions range and training programs, it is clear to anyone who knows the brand that Elleebana

COVER STORY

focuses on a suitably niche part of the market and targets the lash and brow realm. When the request came knocking to develop and create a brow henna, it was a non-negotiable to ensure what Elleebana launched must be totally complementary to our already established range and fitted cohesively with our already vastly established lash and brow tinting collection.

What is Henna? Henna it not a new product to the beauty world. In fact, henna has been used for over 5,000 years in a variety of cultures as a method of body design together with a myriad of other specific health benefits and religious significance. Fast forward to 2018 and brow henna has most definitely become one of the unique and sought-after brow enhancing treatments in the beauty industry. Henna colouring agents are derived from a Henna Plant or Henna tree. The higher the quality of henna is derived when extracted from the leaves and flowers of the henna plant and offers far more superior skin stain or brow

BEFORE

AFTER

colouration. When a lower quality henna is produced the manufacturers use the root, bark or stems of the plant (usually to keep the costs down) and the skin staining or colouring on the hair and skin will be significantly less. Elleebana has worked for years to source the best possible suppliers of high quality henna plants and use a manufacturing process that maintains the integrity of the colour to a very high superiority. The way Elleebana Henna works on the hair and skin structure is incredibly unique in comparison to tinting. Tinting uses an oxidant to open the cuticle of the hair and allows colour to penetrate the brow hairs cortex through the oxidation process. Henna on the other hand, acts like a blanket over the hair and provides a coating to the hair shaft, coating the top layers of the hair cuticle only. As the brow cuticle has a scale like finish this coating smooths out the finish, almost like buffing out the hair imperfections to give the appearance of a thicker, softer and smoother hair and eyebrow. The process of brow henna using the Elleebana brand does not require an oxidant or hydrogen peroxide to activate the colour or to oxidise the colour

through the hair shaft and as the product is plant based this natural alternative is a great option for those with sensitivities or who prefer the finish of a skin stain through their brow. Containing hydrolysed proteins, vitamin complex and anti-oxidants, Elleebana’s Brow Henna helps to strengthen and restore hair growth and improves the natural condition of the eyebrow hair. This makes it perfect for people who have sparse, over plucked brows or are still recovering from a nightmare waxing experience. These unique additions to the range are innovative, set the brand apart from its competitors and a true genius for the evolution of brow enhancement services. Henna can easily be incorporated into your salon. It is also a great upsell onto our already world renowned One-Shot Lash Lift treatment, with Henna processing time taking no more than a 20 minutes, it easily compliments the clients lash lifting regime and ensures a substantial hourly financial productivity for salons who choose to offer a Henna brow treatment partnered with a lash lift treatment. Our professional range of Elleebana Brow Henna consist of seven highly pigmented, luxurious colours, perfect for each skin type and tone, however it is easy enough to mix a customised brow colour for your client to create true brow magic. Lasting up to 14 days on the skin and four-six weeks on the hair, Elleebana Brow Henna contains no ammonia, lead or peroxide which helps to minimise the body’s natural absorption of nasties and is a costeffective salon brow service that boosts your bottom line. The beauty, make up and lash industry is heavy focused on the current on trend natural look and having a service that is complimentary to a client’s quest for a natural brow finish gives you the cutting edge and a highly desirable returning client base. Ensuring that you are creating a symmetrical and natural appearance to emphasise the natural brow, face and eye structure is imperative in helping your salon to stand out from the crowd and this is ideally what the client is wanting now more than ever. Learn this craft and so much more about the uses of Elleebana Henna at our globally delivered classes. n Find out more on our website here: www.elleebana.com

PROFESSIONAL BEAUTY

NEWS

ULTRACEUTICALS RELAUNCHES ‘LIFECHANGING’ CAMPAIGN

Ultraceuticals launched its “life-changing” RVR90 campaign for 2018 with promotional material featuring three of last year’s winning clinics and clients. Now in its fifth year, the Ultraceuticals ‘RVR90 – Real Visible Results in 90 days’ campaign, is designed “to restore people’s faith in an industry with often over-hyped claims by experiencing a high-performing, scientifically-proven range to transform their skin”. Ultraceuticals founder Dr Geoffrey Heber says the campaign “helps customers understand the treatment journey and commitment it takes to achieve desired results”.

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AFTER

“A person’s skin journey is made up of a combination of homecare and in-clinic treatments,” he explains. “Seventy percent of outstanding skincare results are created through a homecare regime, while the remaining percentage is accomplished through in-clinic treatments.” To take part in the campaign, Ultraceuticals clinic’ skin technicians are required to identify a client’s core skin concern and then prescribe a treatment and homecare plan featuring a RVR90 Starter Pack. The clinics, which are provided with booklets to document their client’s skin journey over the 90 days with before-andafter photos, are then able to submit their best results to Ultraceuticals for a chance to win prizes for themselves and their clients. The company is confident that this year’s transformations will be as impressive as those of last year’s winners such as 16-year-old Hayley Revell, (pictured) who was treated by the B Naturally You clinic in WA.

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NEW ZEALAND BRAND RAWS INTO OZ

Cryomed Australia, one of the country’s leading providers of aesthetic equipment, has launched a ‘raw skincare range” onto the market. Created and manufactured in New Zealand, the Ao skincare range was developed by Dr Mark Gray, a clinical dermatologist trained at Harvard University. Speaking at the brand’s launch in Sydney, Dr Gray told media guests that “unlike traditional skincare” ranges, all Ao products are formulated “using a cold process to preserve the full potency of active ingredients derived from the wilds of New Zealand and medical-science”. “Ingredients are never heated,” he said. “Instead, a cold processing method is used to create an emulsion so the active ingredients and delicate botanicals retain their full potency – and thus efficacy.” Dr Gray, a founding director of Skin Institute clinics in New Zealand, said he developed the range after “20 years listening to his patients struggle with the skincare world’s mixed messages – ‘effective ingredients are harmful, natural ingredients don’t deliver results’”. “I wanted to create a skincare range with the ideal balance between health and efficacy,” he said. The Ao range contains two hero ingredients: Bakuchiol (an antioxidant found in Psoralea Corylifolia seeds and leaves) and Astaxanthin (a red pigment produced by marine algae which is also an antioxidant).

CHANEL CREATES 3D PRINTED MASCARA BRUSH

French fashion brand Chanel is set to launch a 3D printed mascara brush this year. Made in partnership with the Paris-based Erpro 3D Factory, the mascara brush will be the first product to be produced on an industrial scale. Pascale Marciniak-Davoult, the director of packaging at Chanel Parfums Beauté, said the two companies had together “taken up a number of technological challenges to push the boundaries of 3D printing and offer a revolutionary product”. “For the first time in the world, in all sectors of activity, 3D printing will be massively industrialised by Chanel Parfums Beauté.” He says six industrial 3D printers will manufacture up to 50,000 brushes a day by “printing successive layers of a polyamide powder polymerised with a laser beam.” Apart from using 3D printing for the brush’s manufacturing, Chanel also used it during the design process rather than the traditional (more time consuming and expensive) mold creation process. This allowed the company to trial over 100 prototypes before choosing the final design. Chanel aslo stressed the unique shape of the brush would not have been possible to create with conventional manufacturing methods.

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NEWS

ENVOGUE LAUNCHES REVISION SKINCARE

Envogue Skin, a new skincare distribution company based in Sydney, has launched Revision Skincare onto the Australian market. Revision is a Dallas-based cosmeceutical brand which “has provided physicians with clinically proven, scientific solutions for antiageing skincare for 25 years”. According to Envogue director Ian Carroll, Revision has been a leader in peptide and antioxidant technology for more than 20 years and now uses “up to 20 different peptides to stimulate collagen, elastin and other skin proteins that are crucial for keeping skin tight and elastic”. The skincare brand is also renowned for its award-winning products such as Nectifirm (the No.1 neck product recommended by medical professionals in 2017, according to Kline & Co research), Intellishade and Vitamin C Lotion 30 as well as its “highly acclaimed Advanced skincare line”. In addition the brand is one of only a few remaining “US-based companies that source, formulate and manufacture all their own products.” Established in July last year by Ian, Envogue was formed “to bring innovative skin technologies to Australian and New Zealand cosmetic clinics” and will therefore focus solely on medical-grade products. “We don’t sell ‘dream creams’,” he says. “We sell results. “We select ‘only the best’ in skincare from around the world – and we carefully choose our partner clinics based on their passion for skincare. “Some aesthetic clinics only believe in surgery or injectables but our clinics know that skincare is the final layer of any aesthetic treatment – it’s also the ‘insurance’ to maintain results from other treatments.” Ian says the initial response to Envogue’s launch brand has been “very good” as clinic owners are “amazed at the ability of the products to tighten skin (Nectifirm, DEJ) as well as lighten pigment with 30% THD Ascorbate lotion and Retinol with Bakuchiol. In addition, the clinics are pleased that “Revision is priced to ensure clients can buy what they need to achieve great skin but not ruin their bank account”.

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ENDOTA OPENS FOR TRAINING

Endota spa, the largest chain of day spas in Australia, has opened a wellness college to “redefine, support and inspire the next generation of therapists”. According to endota spa founder and CEO Melanie Gleeson, the college’s primary objective is “to shape the future of careers in the beauty and wellness industries”. “As a brand which has paved the way for wellbeing to be considered a priority, we are extremely excited to announce the launch of our wellness college,” she said. The college, which will have one campus in Canberra and another in Melbourne, will offer “dynamic, new-aged courses to prepare collegeleavers with transferable skills and qualifications to keep pace with fastmoving trends and advancements in the industry”. It will offer “an evolved collection of creative courses and nationally recognised training in beauty, makeup, massage and business”.

PBS INTRODUCES NEW VAGHEGGI RANGE

Professional Salon Brands has launched the Vagheggi Bio+ COSMOS-certified organic skincare brand into Australia. PSB managing director John Restaino says Bio+ is a “next generation” organic skincare line “totally unlike anything else available in Australia”. John, who has been distributing Vagheggi skincare products in Australia for 10 years, says the company’s new brand is vastly different to its other skincare products. “Vagheggi has been manufacturing natural skincare products for more than 40 years but they (like almost all other natural/organic products on the market) are not COSMOS certified.” John says the decision to launch Vagheggi Bio+ into Australia was “very easy” to make as he strongly believes that the brand “represents a stand and a movement in cosmetics to natural, organic, vegan and cutting-edge technologies”. “Our stockists are looking to fill the gap in their business with a treatment offering supported by a certified organic skin line that is not only good for their clients’ skin but at the same time ‘active’. “We believe Vagheggi Bio+ is the ‘next generation’ organic skincare line that performs like no other organic skincare line on the market – and from the feedback we’ve received this is exactly what the conscious consumer is looking for.”

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LEFT O Cosmedics Mineral Pro SPF 30+ - InSkin Cosmedics 02 9712 8188 Skin 02 Mineral BB Foundation - Skin O2 07 55934488 Jane Iredale Glow Time Full Coverage Mineral BB Cream - Margifox 1300 850 008 Thalgo Illuminating Multi Perfection BB Cream - BLC Cosmetics 02 9430 2200 Ultraderm All in One Balm - Ultraderm 1300 660 297 OrganicSpa Beauty Balm in Medium - OrganicSpa Skincare 02 6680 3266 Youngblood Mineral Cosmetics CC Perfecting Primer - Professional Beauty Solutions 1800 625 387 Napoleon Auto Pilot BBB Cream - Napoleon Perdis 1300 625 387 ABOVE Adderton BB Cream in Light - Adderton Beauty 02 9818 6606 Esmi Skin Minerals Mineral BB Cream - Makeup Cartel 1300 661 176 First Aid Beauty Ultra Repair Tint Cream - First Aid Beauty 1800 322 3619 Babor Skinovage Anti-Aging BB Cream - Babor 1800 139 139 Fennel BB Cream in Medium - Glamaco 1300 343 572 Gorgeous Cosmetics BB Cream in Light - Gorgeous Cosmetics 1300 730 277 Guinot Hydra Finish Face Cream - Hamaya International 1300 811 024 Alex Cosmetic BB Cream in Medium - Omniderm 1300 301 007

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SKINCARE | NEW

Alpha H Multivitamin Super Cream - Alpha H 1800 659 777

Guinot Hydrazone Fluid Cream - Hamaya International 02 9737 9872

Dermaviduals Oleogel R Derma Aesthetics 1300 420 223

Murad Technoceuticals Clarity Control Murad 1800 687 237 Eco By Sonya Driver Face Compost 7 Minute Mask Eco Tan 1300 596 118

Dermalogica Sound Sleep Cocoon Transformative Night Gel Cream Dermalogica 1800 659 118

Image Skincare Vital C Overnight Masque Professional Beauty Solutions 1800 625 387

Medik8 Crystal Retinal 6 - Advanced Cosmeceuticals 08 9409 5433

Mukti Organics Bioactive Body Polish - Mukti Organics 1300 306 554 Doctor Babor Lifting Cellular Collagen Booster Cream Babor Cosmetics 1800 139 139

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Â®

SKINCARE | NEW

Osmosis Lift Away Cleansing Balm - Osmosis Skincare 1300 824 260

Synergie Skin Post-Treatment Kit Synergie Skin 1300 689 619

Pevonia Micro Pores Bio-Active Mask Universal Aesthetics 02 9948 1667

Thalgo Purete Marine Gentle Purifying Gel - BLC Cosmetics 02 9430 2200

Skeyndor Power Oxygen Serum Skeyndor 03 9821 0033

Pure Fiji Coconut Lime Blossom Exotic Oil - Professional Beauty Solutions 1800 625 387 Sothys Detox Resurfacing Overnight Cream - Sothys Paris 1800 816 599

Usana Celavive Perfecting Toner Usana Australia 02 9842 4500

Uspa Soothing Pamper Duo – Uspa 03 8773 3517

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Wotnot SPF 30 AntiAging Facial Sunscreen and Primer – Wotnot 1300 767 065

Wrinkles Schminkles Chest and Décolletage Smoothing Kit - Wrinkles Schminkles 0414 655 144

SPECIALISED DEPIGMENTATION CENTRES Pigmentation is seen as the 3rd most important skin problem after wrinkles and sagging. Today, depigmenting treatments represent over 20% of the total cosmetic market. Global leader in topical depigmentation, mesoestetic continues an international campaign to exclusively train and certify specialised centres as pigmentation experts.

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ULTRACEUTICALS

“life-changing” RVR90™

In an industry of over-hyped promises, a proven skin program that produces real visible results like RVR90™ has never been more crucial. The program which was developed by Ultraceuticals in 2012, continually helps to create many amazing skin transformations with key concerns ranging from: acne, hyperpigmentation and signs of ageing. Ultraceuticals founder, Dr Geoffrey Heber talks to Professional Beauty about the success of RVR90™.

Helping others with skin concerns through Ultraceuticals has been a life-long mission. How does it make you feel to see such amazing transformations with the RVR90™ program?

I feel very grateful and proud that our products and treatments can play such an important role in people’s lives. The main drive for me getting into the cosmeceutical industry was to really make a difference in people’s lives. Not only is skin transformation visible on the outside, but you can also see it on the inside with renewed self-confidence. That is the best part of what I do.

Why did you start RVR90™ and what is significant about 90 days? Many people are sceptical that skincare can make changes to the skin. Unfortunately, for much that passes as skincare this is true. I started RVR90 to demonstrate that the right skincare and

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treatments can actually make changes to the skin. Ninety days is important because it is not possible to reverse a lifetime’s skin damage overnight. Whilst obvious changes on before and after photos can be found in a few weeks, much greater changes occur after a longer period.

Has there been many emotive and memorable moments over the years with RVR90™ that you could share? We have had people break down in tears when we have shown them their before and after photos. One lady who did this suffered persistent redness for many years and who thought she had tried everything. The emotional relief of seeing improvement was too much for her. Acne is such a depressing condition for many of those who suffer with it that improving it can be life changing. This has been the case for many of our previous RVR90 acne category winners.

ADVERTORIAL

Why are before and after images so important to businesses and the work that you do with skincare? In my 30 years as a cosmetic physician I found that people cannot remember what they looked like before they started treatment. Frequently, before and after photos of treatment would show obvious differences but people had thought there had been little change. Showing these people their before and after photos was stunning for them. They couldn’t believe it. Memory is not constant – it changes every day as you look in the mirror and replace an old image of yourself with a new image. Photos are vital to show guests how important it is to track the changes of the skin throughout their treatment journey. Without them many people will not appreciate this.

Naturally You salon guest, Hayley (acne)

Buoy Spa & Salon guest, Maxine, (anti-ageing)

Do you have any advice for salon owners thinking of taking up the RVR90™ program?

The RVR90 program is a great tool to implement into any salon where before and after images are presented to guests to really see their transformations over 90 days. It’s also an effective tool for therapists to be able to see and be proud of the work they’ve accomplished on their guests. Without this imagery it can be very difficult to determine all changes in wrinkles, pigmentation or acne. Great results brings so many rewards for both guest and therapist. Ultraceuticals gives out detailed instructions on how to take correct before and after photos and I strongly advise care is taken to follow these instructions. The correct products and treatments should be advised for particular client conditions as recommended in RVR90. n Start your customer’s skin journey today with Ultraceuticals www.ultraceuticals.com #RVR90 @Ultraceuticals or call toll free: AU: 1800 355 890, NZ: 0800 445 684

PROFESSIONAL BEAUTY

SKINCARE

Customised

SKIN CARE

Have your clients ever wished for a little bit more from their moisturiser? Do you ever want to tailor make a face cream for a client? Customers and beauty therapists are now seeking more from their skin care than just off the shelf products. Isabel Sleiman reveals how skin care professionals can fill this niche. BESPOKE WAS A word once only heard in elite fashion circles, however today, it has moved out of the world of couture and into beauty therapists’ rooms. Astute clients of skin care therapists are demanding bespoke products that address their unique skin concerns. They are requesting customised creams that are luxurious and exclusive; personalised products that provide optimal results for their environment, lifestyle and skin type. They are seeking an extra shot of collagen to give their skin more elasticity, or an additional boost of hyaluronic acid to hydrate and cushion. “To capitalise on this made-to-order movement, beauty therapists need to provide more than just a service these days,” says Ray Townsend, Senior Chemist for OEM cosmetic manufacturer Trulux. “They need to offer an experience. And core to this experience is tailor-made skin care.” But it’s not just beauty therapists reaping the rewards of personalised skin care. Savvy online entrepreneurs, skin

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care brands, and retailers are taking advantage of the trend. With online questionnaires and quizzes, they capture a person’s age, skin type, skin concerns, and the climate they live in, then offer semi-tailored solutions that are not too demanding on the wallet. “You’ll never compete with these companies on price,” says Townsend. “However you can offer your clients something online companies can never compete with – an authentic connection and truly personalised experience.” As a skin care professional, you almost certainly understand your client’s skin better than your clients do. You know where they have patches of dry skin, excess sebum, and areas of pigmentation, amongst other concerns. You know how to treat multiple skin concerns at once, because you work with it every day. You offer a personalised, hands-on service. So how do you turn this service into an experience? By acquiring an alchemist’s skin care kit. You already know what ingredients are beneficial for certain skin concerns. Now all you have to do is contact an OEM cosmetics manufacturer and set up your own mini-lab. Then you can mix up any number of unique combinations that work best on your client’s skin, changing the recipe every few months as environmental and other factors dictate. You are in control. Your knowledge will lift your clients’ spirits knowing their skin is in very capable hands. So now you know how to provide added value to your clients, and complement your business model, you may be wondering what the future holds for skin care development?

TO CAPITALISE ON THIS MADE-TO-ORDER MOVEMENT, BEAUTY THERAPISTS NEED TO PROVIDE MORE THAN JUST A SERVICE THESE DAYS. Skin care under the microscope The future of skin care is not simply one step beyond personalised products, but rather a powerful lens into the microbial world that lives on our skin, and has the potential to revolutionise treating skin disorders as we know it. Thanks to DNA sequencing technology (*metagenomics), mountains of research has been done in the past couple of decades to understand the microbial communities that live with the human body. In the context of the skin, this focuses on viruses; addressing common stresses to the skin microbiome (antimicrobial drugs, topical cosmetic/hygienic products); improving identification of microbial triggers for skin diseases; and improving studies of the functional and mechanical roles of the skin microbiome.

HOW TO START YOUR BESPOKE SKIN CARE COMPANY

Contact an OEM cosmetic manufacturer for their expert advice on raw ingredients and which ingredients complement each other. What you’ll need in your toolkit: • skin care bases that address general key concerns • active ingredients that focus on specific skin concerns • dispensing units for easy mixing • clear “how to use” instructions Early environmental gene sequencing revealed that the majority of microbial biodiversity was missed using the standard methods. Metagenomics provides unbiased gene samples from all the sampled microbe communities – and it is revealing diverse microscopic life previously concealed from us. So how will this help treat skin disorders? It is thought that in the next 20 years, our knowledge of the skin microbiome will be so comprehensive, that a person with a skin disorder will be able to undergo diagnostic testing which will result in the prescription of individual skin care treatment. n * Metagenomics is the study of the collective genome of microorganisms from an environmental sample without the need for isolating or cultivating individual species in a lab. Simply put, it extracts sequence data from microbial communities as they exist in nature, thereby bypassing the need for culture techniques. Isabel Sleiman is a fully qualified cosmetic chemist who joined the Trulux team in 2015. She has extensive knowledge of ingredients and formulations to create safe and effective products that customers delight in and love. www.trulux.com.au

MAKEUP

WINTERâ&#x20AC;&#x2122;S

Claudia Schiffer Cream Lipstick in Matthew - United Brands Australia 1300 552 924 ELES Cosmetics Moisture Cream in Rose Wine - Universal Aesthetics 02 9948 1667 Elizabeth Arden Moisturizing Lipstick in Bold Red - True Solutions 1800 808 993 Glo Skin Beauty Lipstick in French Nude - True Solutions 1800 808 993 Gorgeous Cosmetics Lipstick in Jelly Bean - Gorgeous Cosmetics 1300 730 277 Artdeco Perfect Mat Lipstick in Rosewood - United Brands Australia 1300 552 924 Babor Creamy Lip Colour in Wine - Babor 1800 139 139 Be Coyote Lipstick in Devious - Be Coyote admin@becoyote.com Bite Beauty Lipstick in Jam - Bite Beauty 02 8880 9446 Charlotte Tilbury Matte Revolution in Opium Noir - Charlotte Tilbury +44 20 3846 9469

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MAKEUP

DREAM

Go bold with these vampy red, dusty pink, soft nude and luxe plum lipstick shades this winter.

SLA Paris Lipstick Rouge A Levres - Encore Beauty 02 9686 3488 The Lip Lab Custom Lipstick in Hear Me Roar - The Lip Lab 02 9331 4188 Victoria Curtis Lipstick in Pearl Crème - Victoria Curtis 07 3902 0723 Youngblood Intimate Mineral Matte Lipstick in Seduce - Professional Beauty Solutions 1800 625 387 Zoya Lipstick in Paisley - SA Beauty Supplies 1300 855 644 Issada Mineral Neon Lipstick - Issada 07 3904 2288 Kat Von D Studded Kiss Lipstick in Crucifix - Kat Von D 02 8880 9446 Mavala Lipstick in Dark Velvet - Mavala 03 9645 1933 Napoleon Perdis Lipstick Goddess in Thalia - Napoleon Perdis 1300 625 387 Pretty by Flormar Matte Lipstick in Coffee Brick - Glamaco 1300 343 572

PROFESSIONAL BEAUTY

MAKEUP

RETURN OF THE

lash

Repair, nourish, strengthen and lengthen lashes and brows with these growth enhancing serums.

Image Skincare Brow and Lash Enhancement Serum - Professional Beauty Solutions 1800 625 387 Mavala Double Lash - Mavala 03 9645 1933 Long Lashes Eyelash Enhancer - Long Lashes 0404 497 498 Art Deco Lash Booster - United Brands Australia 1300 552 924 Jane Iredale Pure Lash Extender and Conditioner - Margifox 1300 850 008 Hi Brow Growth and Conditioning Serum - Switch Funky 1800 700 510 Lashes MD Eyelash and Eyebrow Conditioner - Advanced Skin Technology 1800 648 851 Benefit Browvo Conditioning Primer - Benefit Cosmetics 02 9249 5300 Get Threaded Brow Nourisher - Get Threaded 1300 225 590 Ardell Brow and Lash Growth Accelerator - Beauty HQ 02 8709 8800 Skin O2 Love Your Lahses Treatment Oil - Skin O2 07 55934488Â Poni Cosmetics Lash and Brow Serum - Makeup Cartel 1300 661 176 Lashes shown are Ardell Faux Mink Wispies 34

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MORE THAN MAKEUP AUSTRALIAN OWNED • SALON EXCLUSIVE • ASSISTS WITH TREATMENT RECOVERY AND RESULTS ON TREND PRODUCTS • SKINCARE MAKEUP • PHARMACEUTICAL GRADE MINERALS CRUELTY FREE • HYPOALLERGENIC • PARABEN FREE • ONLINE STAFF MAKEUP TUTORIALS

Curtis Collection Cosmetics is an Australian owned mineral makeup brand offering on trend, skin care makeup designed to fast track the results of client’s treatments. Our products act as an extension of your client’s skin care routine, keeping pores clear, while nourishing, hydrating and protecting the complexion. Not only are our products good for the skin, they also create a luminous glow like no other. Our light reflective minerals create the illusion of a flawless complexion with our signature glow.

TO BECOME A CURTIS COLLECTION STOCKIST EMAIL INFO@CURTISCOLLECTION.COM.AU @curtiscollection

/curtiscollection

www.curtiscollection.com.au info@curtiscollection.com.au 07 3902 0723

MAKEUP | NEW

La Mav Anti-ageing Mineral Organic BB Crème in Medium - La Mav 1300 052 628

Artdeco Roll it Disk Eyeliner - United Brands Australia 1300 552 924

Marc Jacobs Shameless 24-h Longwear Foundation Marc Jacobs 02 8880 9446

Kylie’s Professional Mineral Goddess Cream Highlighter Kylie’s Professional 07 5576 4599

Issada Mineral Matte Eyebook Issada 07 3904 2288

Benefit BadGal Bang Mascara Benefit 02 9249 5300

Lust Minerals Rejuvenation Oil Lust Minerals 0409 258 907

Sisley Phyto-Khol Star Waterproof Sparkling Bronze Sisley Paris 1300 780 800

Lash Elevate with Keratin Kit Lash Elevate info@lashelevate.com.au

Charlotte Tilbury Cheek Hug Brush - Charlotte Tilbury +44 20 3846 9469

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Youngblood Illuminator with Diamond Powder Professional Beauty Solutions 1800 625 387

PROFESSIONAL PERCEPTIONS

BROW RAISING TRENDS Now more than ever before, brows are becoming the main beauty focus for clients wanting the perfect arch and thickness. Women are using a variety of products and techniques to create the perfect brow from pencils and powders to microblading and even brow transplants. We asked the experts to share the bold trends ahead.

Ex Import Niche Products What are the biggest trends in the market? “Natural brows are making a huge comeback. Say good bye to OTT Kardashian brows. Now it is all about emphasising the client’s natural eye shape, brow structure and creating a look that is complementary to each individual. This can be done using brow tinting, henna and a precise waxing and/or threading technique.”

What to consider when choosing brow services for your menu: “Results! Ensuring what you are offering in your salon and to your clients is giving you the best results. Having variety is also essential to a strong, flourishing brow clientele. You want to be offering your clients customisation, using a product that offers a wide range of luxury colours that can also be mixed and tailored to each individual brow.”

How do you think the brow market will change in the next few years? “The beauty industry is definitely evolving into a more “natural” market. We will be saying goodbye to the chiselled and concealed brow and a big “welcome home” to the natural, fluffy brow. Henna is most definitely on the brow comeback. Watch this space….” Ex import Niche Products Kayla Zigic Marketing Manager and Product Trainer 07 5576 6388

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PROFESSIONAL PERCEPTIONS Brow Queen What do you think are the biggest trends in the market? “Not too long ago we were tweezing the living daylights out of our brows….now we want them back. In recent times the trend has shifted to fuller, and bolder natural shaped brows, and to get there anything goes—from tattooing eyebrows, accentuating with products to au naturel and just tweezed to allow a full brow to develop.”

What to consider when choosing brow services for your menu: “Salon staff skills will differ, so offering services that cater to both your staff ’s talent mix and your customers’ price expectation will ensure that you can satisfy the needs of your most discerning clients while retaining the price sensitive ones. Give them the option of either paying for an eyebrow salon expert or paying a discounted price for a junior talent in training. You can also offer the full complement of brow services from eyebrow maintenance (two weekly service) tinting/henna/tattooing and a retail eyebrow counter stand that offers products.”

How do you think the brow market will change in the next few years? “Advances in permanent hair removal have seen a decline in waxing but brows can’t be lasered so the future for beauty therapists is specialising in brows. Standalone brow bars will offer a variety of services from tattooing to threading.” Brow Queen Anastasia Bindevis Eyebrow educator for salonfirst 0456 156 907

Brow Secrets International What do you think are the biggest trends on the market? “I am a firm believer that ‘brows are a beauty statement, not a fashion statement’ and it’s our duty as beauty professionals to offer women more than trends and fads. If only we learned our lesson in the 80’s and 90’s when women reduced their brows to thin lines for fashion. There is a trend TrueBrow™ that salon owners internationally are experiencing, which is natural brow rehabilitation, correction and transformation. They are fast becoming known as the world’s finest brow designers.”

What to consider when choosing brow services for your menu: “When building a brand women can trust, we need to consider the difference between what is factory-based learning and mastery-based learning. Look for a brow service that will build trust in your salon, provide your clients with what every other salon is telling them they can’t have, give them the brow miracle, the quality of work and consistency that builds extraordinary loyalty. I don’t believe great salons are built on trends-- they are built on authenticity and real skill.”

How do you think the brow market will change in the next few years? “I think there will be a complete turnaround. Women will leave behind fads and quick fixes to seek out the highly skilled specialists who have the skills to offer them thicker, fuller natural brows. “ Brow Secrets International Elle Wilson Director 02 80912769

PROFESSIONAL BEAUTY

PROFESSIONAL PERCEPTIONS BLC Cosmetics What do you think are the biggest trends are in the brow market? “The consistent trend in the past few years toward thicker, more textured and defined statement brows are here to stay.”

What are the most important points salons should consider when choosing brow service(s) to add on their menu? “Experts are making a comeback! Consultation on how to achieve the perfect brow is key and should be designed as a higher priced proposition for the client’s first service. Understanding the client’s needs is integral and customising recommendations across a number of product options for their brow service is good practice. This can include a number of different hair removal options to suit their skin type and/or reactivity. For example: offering a premium wax brand with both strip and non-strip wax options, as well as specific wax for sensitive skin types can set your menu apart from competitors and validates you as a true brow specialist in the client’s eyes.”

How do you think the brow market is going to change in the next ten years? “I think as is consistent across all consumer goods and services – change is coming! With the continual rise in Augmented Reality technology – ‘try before you buy’ will become a daily expectation and reality for consumers. The opportunity for clients to virtually design their total beauty look will become a daily expectation and the total beauty industry will be more consumer led than ever. Watch this space! BLC Cosmetics Andrea Vella Marketing Manager 02 9430 4611

Jane Iredale What do you think are the biggest trends in the brow market? “The “boy brow” (AKA a textured brow) is certainly on trend at the moment. That brushed up brow with minimal product applied to create a fuller, yet still natural brow. We saw a lot of this brow look on this year’s international runways such as Chanel, Marc Jacobs and Victoria Beckham. Micro-blading has also risen in popularity and has somewhat of a cult following especially for those who prefer to use minimal effort on their brows.”

What are the most important points salons should consider when choosing which brow service(s) to offer on their menu? “Every salon should consider whether their staff ’s skill-set is 100 per cent up to the challenge of whatever brow service they do offer, whether it be waxing/plucking or micro-blading. Having poorly trained staff that result in a client having their brows shaped incorrectly or worse, eyebrows waxed half off will ultimately cause a loss of clientele.”

How do you think the brow market is likely to change in the next few years? “I think brows will continue to be an important feature, but the shape and fullness will bridge between those who prefer the “boy brow” and “microbladed” look. Brows will still be textured but with more of a manicured and perfected finish especially where the arch sits. Micro-blading will still be trending but for those who may not want such a “permanent / tattooed” fix there is certain to be more long wearing brow products (such as pencils / pomades / gels and powders) that will become available.” Jane Iredale Martine Stewart National Educator 1300 850 008

Sumita Eye and Brow Artistry What do you think are the biggest trends in the brow market? “Semi-permanent Micro Feather Brow Tattooing. The option to visit a brow specialist for a consult, design and colour match is huge on the service list. The service can last up to 12 months and provides a great revenue stream for salons. I highly recommend touch ups in between to maintain shape and colour. With the growth of this professional service it has seen a dramatic boost in makeup sales for the brow category. The reaction to this has been an increase in new brow makeup brands focusing purely on the brows and eyes creating a whole new way we look and work with this area.”

What are the most important points salons should consider when choosing which brow service to offer on their menu? “Don’t make the menu too complicated. Every salon has a unique demographic so cater your treatments and pricing accordingly. Design a service plan that can be delivered to each client along with the education behind it. What clients should and should not do and when they should return. It’s important to of course develop a sales program for staff to upsell take home after care products.

How do you think the market is likely to change in the next few years? “The increase in these services will see a growth in cosmetic brands and take home products. I think we will begin to see professional products like eye brow tints developed safe enough for home use in the future as this market grows.” Sumita Eye & Brow Artistry Rob Tamburro Director 03 9331 5019

Raise your brow game SHOW YOUR CUSTOMERS THAT YOU CARE ABOUT THEIR EYEBROWS. Stock the full range of Browqueen products to ensure your clients have the best brows in town! Purchase the complete Browqueen counter display for ONLY $950 (SAVE $350) showcasing the full range. (Products can also be purchased individually). PRODUCTS

2-IN-1 POWDER & POMADE BROW FIX PENCIL BROW FIX MASCARA SPIRAL & ANGLED BRUSH

FREE marketing materials included with this special offer:

A1 posters, shelf talkers, retail bags and product leaflets.

Contact Anastasia on 0456 156 907 or email browqueeninfo@gmail.com www.browqueen.org

PROFESSIONAL PERCEPTIONS Benefit What do you think are the biggest trends in the market? “Brows are no longer just for the ladies -the speedy growth in this market means it now includes a broader male audience. Brow styling is also big news and a wax and tint are no longer enough, brow lovers are looking for modern ways to style their brows so salons need to have knowledge about relevant styles.”

What are the most important points salons should consider when choosing which brow service(s) to offer on their menu? “When selecting brow service offerings for a salon it is vital to keep potential client needs at the front of your mind. Ensure there are alternative options for those with conditions and allergies so you can service a wider audience along with staying up to date with modern and trending services.”

How do you think the brow market is likely to change in the next few years? “The last 10 years have seen the brow industry grow exponentially and it shows no signs of slowing down! Brows are reaching a wider audience than ever before and the next few years will see its appeal widen further. Brow services and styling will become a crucial part of the daily, weekly and monthly routines. Skilled brow experts will be easier to find and at home brow styling will be easier than ever before.” Benefit Emanuela Achelles PR and company executive 02 9249 5382

Kylie’s Professional What do you think are the biggest trends in the brow market? “We will see fuller brows on trend with more of a natural shape and style. This will be the dominating trend for quite some time. Fuller brows will be groomed and filled in, only where needed, without looking too heavy. Brow pencils, pens, waxes and powders will be applied in fine stokes for a natural look. Feathery natural brows will also be a fashion trend that is set into place with product.”

What are the most important points salons should consider when choosing which brow service(s) to offer on their menu? “It will be important for salons to consider the current tends as well as to consider whether the services that they offer can be reversed when trends change. For example tattoo ink can cause long lasting discolouration. Older style brow tattooing wasn’t as soft and natural looking as the newer microblading technique. It is also important salons consider and inform the client that sometimes overwaxed/ plucked or threaded brows may not grow back!”

How do you think the brow market is likely to change in the next few years? “We will be seeing more brow products on the market to add thickness and density to brow hairs and growth serums as well as more products to colour and style the brows.” Kylie’s Professional Kylie Eustace Owner 07 55764599

PROFESSIONAL PERCEPTIONS Curtis Collection What do you think are the biggest trends in the brow market? “This year it is all about natural, textured brows. This look is achieved by layering products for a full and youthful look. It’s all about creating depth with less shape and structure. In 2017 the market was dominated by strong defined brows; however we are seeing trends moving towards a softer look in 2018. To get this look we recommend using a fine tip brow pencil that mimics hair strokes for depth and add texture with a clear or tinted brow gel for volume and fullness.”

What are the most important points salons should consider when choosing which brow service(s) to offer on their menu? “Salons should always consider industry trends as well as their own skill set and expertise when it comes to brow services. Catering to clients who are seeking the latest trends and services is essential however education is key. Keeping up to date with new innovations and techniques will ensure that salons are ahead of the game. This also applies to the aftercare aspect – maintenance products will ensure that your clients have the tools to recreate and maintain their brow styling at home.”

How do you think the brow market is likely to change in the next few years? “Brows have become a beauty obsession over the past decade and the industry will only continue to boom in the next few years. Microblading and brow transplants will grow in popularity as will the interest in brow makeup. Defined brows create a lifted, more youthful appearance, something women all over the world are seeking. The trend is universal and here to stay so we all need to lift out brow game! Curtis Collection Victoria Curtis Founder 07 3902 0723

elleebana ?

Why train with OTTO MITTER: ABIA’S 2017 EDUCATOR

OF THE

YEAR

ELLEEBANA ARE INDUSTRY LEADERS IN EYELASH ENHANCEMENT PRODUCTS AND TRAINING. We are an Australian company that exports products and training programs to over 40 countries worldwide and have been setting the standards in the industry for over 22 years working with Australia’s most respected beauty wholesalers, training colleges and organisations. We pride ourselves in delivering beauty professionals the most revised and up to date training available. We understand that our industry is growing at a rapid rate and we all need to be providing clients the highest standards in treatments and knowledge. Our affiliations with the world’s leading beauty masters and educators, ensures we stay up to date with the latest techniques and trends in the beauty industry. Our courses, manuals and workshops will give you the skills to successfully offer these services in your salon at the highest possible standards. Our globally recognised training, yet personal approach allows us to deliver outstanding continued support and assistance even after you have completed your training. We offer both in-salon training and hands on classes at some of Australia’s leading beauty and hair wholesalers nationwide in eyelash lifting and eyelash extensions. Our fully qualified team of trainers are some of the best in the business with over 30 years combined industry experience & Recognised Australian Training Qualifications.

M A K E 2 01 8 T H E Y E A R TO G R OW YO U R B U S I N E SS .

For more info:

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www.elleebana.com

info@elleebana.com

Elleebana

BUSINESS

A lesson in

EYEBROW ART Boost your staff’s knowledge of eyebrow tattooing. Rita Porreca reveals how.

RITA PORRECA, ONE of Sydney’s leading cosmetic/medical tattooists, has warned would-be tattooists that many courses currently available in Australia provide vastly inadequate training. Rita, the managing director of the Sydney Permanent Makeup Centre, says many of the “crash courses” currently proliferating around the country don’t offer “enough theory or practical lessons for students to succeed professionally”. “I believe the key to success is ‘practice, practice and more practice’ but sadly many courses don’t give their students that opportunity so they ‘graduate’ with no experience – and are unable to perform even the most basic procedure.” Rita opened the Sydney Permanent Makeup Centre in Sydney’s inner-west 26 years ago after graduating from the International Institute of

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Permanent Cosmetics in the US. Five years later she opened the Sydney Permanent Make-Up School “to meet requests for classes from other beauty therapists”. Since then she has undertaken numerous cosmetic/medical tattooing courses locally and overseas while running the centre and school, and completing thousands of eyebrow, eyeliner, lip and other tattoos on her clients. Until late last year, Rita ran 10-week beginners courses in cosmetic tattooing, “teaching all the fundamentals of cosmetic tattooing including anatomy, health and safety, skin piercing, colour mixing, touch-ups and corrections”, but is now focussing on master classes instead. She decided there was a need for such classes when students in her beginner’s classes told her “they had already spent a lot of money on cosmetic tattooing courses but still had problems performing treatments”. “There is definitely a need for extra training for beginners in this industry as learning the skills required to become a professional cosmetic tattooist requires a significant time investment – and that is something that most of the courses don’t offer.”

However she stressed that even if a beginner’s course did provide adequate training, “one course is still never enough’ in a rapidly changing area like cosmetic/medical tattooing. “We need to continually educate ourselves to stay on top of all the developments.” Rita urges would-be cosmetic tattooists to thoroughly research prospective courses and education providers before enrolling. “I think beginner’s courses should run for at least 10 weeks and students should do some work experience in a clinic to get their skills and confidence up to a reasonable standard… Ideally they [students] should have performed each treatment about 20 times before undertaking work as a paid professional.”

I BELIEVE THE KEY TO SUCCESS IS ‘PRACTICE, PRACTICE AND MORE PRACTICE

Rita’s masterclasses at the Sydney Permanent Make-Up School are designed for cosmetic tattooists who want to upskill their techniques or refresh their skills in eyebrow (feathering, powdering), eyeliner, lash enhancement, lip liner, lip blend, full lip and medical tattooing. Most of the classes are “two days of intensive training” – not “crash courses”. “Success in this industry is related to the quality and professionalism of the service provided and this is directly been linked to the amount of training received. “All beauty therapists (not just cosmetic tattooists) should regularly upskill their knowledge to become the best they can be.” n Rita Porecca graduated in 1991 from the International Institute of Permanent Cosmetics in the United States, and has also completed Paramedical Aesthetics and Paramedical Camouflage Training. Contact 02 9712 4133.

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Why Syneron Candela? #syneroncandelavalue

Three years warranty on all devices

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Includes all servicing and customer support

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Talk to us about how a Gentle Pro Series device could benefit your clinic. Visit www.syneron-candela.com or call 1300 (CANDELA) 226 335.

SCIENCE. RESULTS. TRUST.

INDUSTRY ROUNDTABLE

Mandy Gray

Karen Austin

Farshad Kazazi (Kaz)

Daniel Clifford

True Solutions

Richmond Skin & Laser Clinic

Eden Laser Clinics

ClinicalPRO

Bruce Byers

Metro-Dora Clifford

Mathew Green

Meredith Langley

Cynosure

Beauty-THRUNature Skin & Laser Clinic

Syneron Candela

The Beauty Room Cosmetic Clinic

INVESTING IN TECHNOLOGY

PROFESSIONAL BEAUTY

INDUSTRY ROUNDTABLE

QUESTION: When looking to invest in technology, which factors should most influence your purchasing decision and why? LEARNING: FOSTERING AND MAINTAINING BUSINESS PARTNERSHIPS ARE CRUCIAL. Mandy: “If you’re looking at technology, you’ve got to make sure it works. If you don’t deliver a result, all of those other things are irrelevant. Getting results and making sure it works is number one. Safety is number two – you have to minimise your risk. Without a doubt, results are the key and the only way you’re going to know about results is through clinical trials. Before and afters were an eighties thing, which don’t work anymore. Now, you actually want hard data.” Metro: “As a clinic owner I consider training support as very important. You can have the best equipment but if you don’t know how to use it and don’t make the best use of it, it’s useless. The distributor needs to be on the ball and they should be contactable. Training needs to be well understood about all aspects of the machine so that every dollar that is invested brings a return to the clinic owner.”

Meredith: “Having that distributor support is crucial. If something goes wrong with the machine, knowing that you can get it fixed quickly or they’ll send you a replacement is wonderful. Also, having the confidence in your equipment to know that it is going to work and deliver the results you’re promising the clients.” Mathew: “People want an enduring business partnership with the company and that means a lot of touch points such as clinical support, which is on-going, technical support, which is responsive, local parts supply, and lots of technicians available. Marketing and business development post-sale are very important. You can have the best device in the world, with the best trained staff, but if they don’t know how to sell the treatments, then there’s no ROI.” Kaz: “Market awareness is very important. It’s easy to claim you’re gold standard, but does the public agree that it’s gold standard? When I was researching, whether it was online or speaking to other clinic owners, I wanted to establish if the brand that I’m going to select for my business is actually recognised as the brand that is effective, and comes with a lot of support. It was also important to know the people behind the brand. I want to sit down and have a conversation, with the sales people, with the sales managers

Thought leaders ready for the roundtable.

Daniel: “Support from the supplier, whether they have their own training team or they are delivering the training themselves, is a key component of making sure that return on investment is met. The quality of the system does play into some things such as when there is a problem; does the supplier meet my needs? Or does that mean I’ve also got a delay in business operations, which means a delay on investment return.” Karen: “Most important for me was return on investment. If you don’t have a good return on investment, you’re not going to make the money. I like to make sure that technical support is 100 percent. I don’t want to have downtime because this costs my business money. So, I look at all of that along with training as well.”

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and with the managing director. Beyond that, training is of utmost importance. When you put all of these together, you form a partnership.” Bruce: “Peer review clinical articles are extremely important. Not just the ones that come out of North America, but all over the world. Those articles will reflect the skin types, or the indigenous properties that those particular markets have. I like the articles that come out of Asia, the ones that come out here in Australia, the ones that come out of Europe. It’s important that every company has those clinical articles, not one that’s done an article on 10 patients, but one that is really in depth, to show they can really can prove the science behind the product. Showing that it works is the most important thing.”

INVESTING IN TECHNOLOGY

QUESTION: There are a huge number of devices available for purchase. If a salon was looking to introduce just one piece of technology, what would your recommendations be and why? LEARNING: ONE SIZE DOES NOT FIT ALL WHEN IT COMES TO CHOOSING A PIECE OF EQUIPMENT. IT’S ABOUT HAVING A BESPOKE SOLUTION.

Meredith Langley, Mathew Green, Mandy Gray and Glenn Silburn.

Kaz: “The modern day laser clinic does about 50 percent in laser hair removal. It’s important to have the right technology for this purpose. With this technology also comes some skin correction. But the majority of the revenue will be laser hair removal. I chose the Candela Gentle Laser for my business. Of late, we’ve been ordering the Gentle Max Pro, which basically covers the spectrum of all skin types. So no one is too light or too dark to be treated on the Gentle Max.” Mathew: “Is it a highly diversified business with a lot of treatment offerings? Or is it one where they really specialise in one thing? Because if the salon is very diversified, a multi-platform system could be a really good idea and most manufacturers make something like that. Alternatively, if it’s a very focused business, it could be tattoo removal, or body sculpting or they might be skin focused. So a multi-platform may be overkill and an over investment. You need to make that determination first. What’s your business style and what’s the best fit?”

Mandy: “I look for the least amount of risk. I’m particularly interested in devices that are atraumatic, particularly in the salon market. My personal love is Omni Lux, an LED that has all the clinicals so you get the results, safely. Most of our machines are still on the market 12 years later. With no consumables people have had more than their return on investment. I was lucky to be working in this industry in the eighties, when we were looking for really gung-ho things. We used to say facials were fluffy and we were quite disparaging. Now there is a reversal and if you can deliver high technology in an environment that’s pleasant, and give an experience that’s relaxing – then it will have returns and longevity.” Meredith: “My new Omni Lux Lounge which I’ve built in my clinic. Most of my clients are busy working women and they want to duck in and have a treatment that will give both short and long term results. They want to look glowing now and leave without any heavy trauma to their skin, but also see that long-term result. LED light therapy has been really a wonderful device for our clinic. It doesn’t take a lot of skill to use so our junior staff can operate this – it’s been really valuable in helping our business grow.” Karen: “At my clinic we have had two types of investment – for the smaller investment it’s definitely been the Epiderma Needling Pen which has given amazing returns and great results. For a major investment, SculpSure – it has turned my clinic around.” Bruce: “Hair removal is definitely a very popular modality all over the world. But once the hair is gone, it’s gone. What we like about

Kaz and Meredith Langley.

our short pulse technology, our Q Switch Lasers, is it’s an ongoing stream of revenue for the clinic owner. As long as you’re living and breathing and you have UV destruction happening to your skin, they can keep coming back, and it’s almost a treatment for life. So if you’re looking in terms of revenue, return on investment, those type of technologies, have been very popular with our clinics throughout Australia and other parts of the world.” Metro: “Seeing that we have such a high growth of Asians in our country now, most of Asians don’t have a lot of hair, so they focus mostly on the skin. Asian skin dehydrates really badly, very quickly and they don’t like the lines and wrinkles. So we would go for the newest technology which is the HiFu, high intensity, focused ultrasound. It’s something that goes deeper than lasers. Also the Q Switch Laser. Every second person has a tattoo, but obviously they have a regret, and need it removed. It keeps the skin in good condition.” Daniel: “We meet people that are in the start-up phase, and also people in high growth phase. For a new start-up clinic or salon, they might be trying to set up in a way that is demonstrating their passion in something that they wanted to care for the skin and share that with those around them. But they can’t enter in a market that is focused on that and also compete. They do need to compete on something that’s different. Having a clear point of difference is critical. However, for a clinic that is already up and running, they might want to introduce a cryotherapy, or a Q Switch system, and once again it’s how does it meet the need? Is it tattoo removal or is it pigmentation treatment, or is it body shaping? How will it grow their business? And it comes back to that understanding. So we like to help our clients find where their passion is and focus on that.”

PROFESSIONAL BEAUTY

INDUSTRY ROUNDTABLE

QUESTION: How can salons ensure they receive a good return on their investment considering that so many larger salons, particularly franchises, seem to be heavily discounting? LEARNING: DISCOUNTING IS A RACE TO THE GUTTER. QUALITY ALWAYS WINS OVER QUANTITY. Karen: “Receiving return on investment really comes down to a few things. You really need to do your research. You need to make sure you invest in the technology that’s going to give you that return on investment from the start. You need to have an excellent marketing plan – this is crucial to a business. If you don’t have a marketing plan, you’re not going to go anywhere and this should be created before you invest in the technology. You need to clearly articulate your unique selling position as well. What value you can do beyond your competitors in the market? Never discount. Discounting is the road to disaster. Offer bundles, offer packages, offer more value to the clients. With the marketing, don’t rely on the suppliers, you need to have your own marketing plan. The supplier’s marketing is a bonus. You must really control your own destiny in terms of return on investment. You need to have a good website. Chat for me on my website provides me with 80 percent of my leads.”

client feel like a queen so they want to come back again because it was such a great experience. Having the right technology obviously is the foundation to build upon. But you’ve got to take care of the client and give them such a great experience that they want to come back again. It seems to me you don’t have to discount if you do that.” Kaz: “If you’re a stand-alone salon, you have the time to focus on quality of service, rather than quantity of clients. The bigger franchises capitalise on their traffic. So they have the buying power, they get the equipment at the right price, they get their consumables at the right price. So they can afford to discount. But for that, they need the volume. So there’s a clear distinction Daniel Clifford, Bruce Byers and Metro-Dora Clifford.

Daniel: “Discounting definitely takes away from your hard effort. You can’t cover that cost, that’s going to be covered in a certain percentage of the treatment. If you start discounting, Meredith Langley, Mathew Green and Mandy Gray. there’s an expectation from your clients that you will always do it. To get your return on investment, you really need to understand what it is you want to treat and what it is you want to provide. Making a plan and sticking to it is critical. Metro: “Price is only a problem when they don’t know the value of it. Once they know the value of the treatment that you’re offering, then the price doesn’t come into it. Rather than discount, we would do a small treatment on one hand. Then they’ve got two hands to compare it with. You can’t do half a face, so you’ve always got a hand to show them the difference. Price is not the only way to disrupt the market – results can do that too. The worse thing that could have happened to the market is the Groupon sort of deals. We really like to encourage people not to rely on them. Once you do a good consultation, price never comes into it. Doctors and dentists and other professionals don’t discount so why should we?” Bruce: “The clinics that don’t have to discount, the ones that do the best is when you go in there you get the ‘wow’ factor. They make the

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between quality of service and quantity of clients that you get through. That’s the basic difference between those two ways of doing the business.”

Mathew: “It isn’t one of those one-size-fits-all situations. Some businesses are very much a volume driven business. They’re in high traffic flows, they have very high overheads. They’re in shopping centres etc. So they have a price competitive, high volume model. But how does a small site compete with those types of businesses if they’re around the corner? If you have a look at the treatment offerings of most businesses, you can broadly categorise them into energy device treatments which covers a lot, skincare based treatments and injectables. We find the best strategy is to use our business development team to work with our smaller customers and have a look at everything they’re doing in their clinic and to roll that together into a single offering and a single price point. Bundling is one thing, but I’m talking about where you design a complete treatment plan for someone involving every one of the income streams within your business. And you tailor it to a single price point, and you sell them one thing. One of the things we hear a lot from our customers is that their staff struggles to sell treatments. And they find that their professionalism as

therapists is compromised when they’re put in a sales environment. If you give them one thing to sell, rather than saying ‘Sell the treatment’ and then ‘Here’s your line to upsell to this’, and then, ‘When you get to the counter, try to sell some skin care’. If you have everything split up like that, it becomes very challenging. Whereas if you roll it all together, it’s a very effective strategy. And it’s a perfect way to compete against discounting.”

Clinics are generating over $1,500 per week with Omnilux™

Meredith: “I’ve been in business for 30 years as a small business operator. The thing that’s made me successful and our company successful is having great staff. Making it an experience so the clients just love coming to you, they weren’t thinking about going anywhere else. I believe that quality always has a market and always will. Give them quality treatments and they’ll never want to go to a place where they’re getting it cheaper. We offer loyalty programmes and lots of different ways to keep our clients coming back and feeling rewarded and they feel appreciated for the service and our business. That works really well with our clinics.” Mandy: “Be sensible. You can see certain pieces of equipment are commanding a premium. Why would you go for other pieces of equipment? Like LED, we’re getting $80 to $100 plus. And there are LEDs where you only get $29. So you’ve got a choice. But you’ve got to work out why you have made that choice to go for a device that people are only getting $29 for. It has to do with quality. People want that choice. But quality never loses. If you’re going to do pricing, all you do is drive the market down and it’s never going to be low enough. But the one good thing is that big groups have driven the price down, and they have made people aware of things like laser hair removal. I say thank you for that. The time has come to drive up the market. Just do the best of the best, work with the best of the best.”

QUESTION: What are the risks involved in choosing cheaper versions of ‘big brand’ technology from China that have infiltrated the Australian market in recent times? LEARNING: YOU GET WHAT YOU PAY FOR. CHOOSE QUALITY OVER PRICE. Mathew: “Some of the risks that people could be exposed to are regulatory issues with the TGA (Therapeutic Goods Administration), assuming that things are properly registered for the right indications. Is there robust peer reviewed scientific literature on the device and its effects, but most importantly are the results reproducible? You may have a device with one customer that works well and another one that doesn’t because of quality control. You may

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INDUSTRY ROUNDTABLE

be using the device according to the manufacturer’s guidance with the right parameters, but then you see people getting burnt as an example. What is the clinical support? Often this cheaper equipment is sold by very small companies with limited resources for post-sales support, both clinical, technical, regulatory, marketing, business development, so you’re very exposed. Do they have local parts? Often these devices can be copies of reputable equipment. They may have a very short run life, which means they may be discontinued and you could be left with something that’s no longer made and the distributor has no parts.” Kaz: “When a machine is down, the business suffers financially and it cannot sustain a lot of downtime. Having someone turn up for service is one thing but if there’s no continuity in having parts available then you can’t fix the problem. Service parts are the most important thing when you’re looking at cheaper brands from Asia.”

the world and it’s interesting to know the cost of the item really affects the delivery cost here in Australia. We’ve got items from the US, from Spain, Italy, even Korea. What we look at is when we supply a product, how quickly can we back it up with replacement parts or the support? If they’ve got a question about a function, how do I get that feedback from my engineer team, where could they be? If you do go for the cheapest option, which unfortunately tends to come from China, there is no backing behind that and no support or technician that can give you answers.” Metro: “The industry is seeing the value. What I found as a clinic, is that it’s very important for my staff to be able to follow a guideline and to follow a menu and understand what it is saying. Lots of machines that are made in China don’t have even clear instructions. If they’re not there it makes it very difficult for staff to understand

Meredith Langley, Mathew Green, Mandy Gray, Glenn Silburn and Karen Austin.

Meredith: “I think it comes down to me and about my salon philosophy. Where do I want to sit in the market? Do I want to have a brand of equipment in there that’s good quality and has got a reputation and support behind it or do I want to not do so. To me it comes down to having the confidence and my staff having the confidence in the product knowing it’s a reputable product with clinical data behind it – that’s what i’m looking for.” Mandy: “It’s price versus performance. If it’s price, there are lots of companies you can go to, that will do it cheaper and save you the time. But if you’re looking for performance, come and see me. Performance is what differentiates equipment. I buy equipment that’s been made in Europe, the UK and America mainly because of quality control. When you buy a house, you check the foundation, that’s more important than what’s on the top. With equipment you have to do your due diligence.” Bruce: “I love Chinese and the Chinese people, and I love Korea and the Korean people, and Slovenia and the Slovenian people, where a lot of these products are coming out of. But it’s the same old corny cliché - you get what you pay for. The reason their prices are cheaper is because the components they’re putting inside the box of these products is cheaper. The flash lamps don’t last as long, the optics, the laser head. All these components are being compromised in these products and that’s why they’re cheaper. They’ll run well for the first three to six months but after that they start to deteriorate. Everybody is in it for the long term, not for the short term and these are not disposable consumable products.” Daniel: “It’s important to have solid products. Copy cat products are our problem and that is never going to go away. If it’s something good, somebody will copy it, but where it’s being developed and what’s the backing behind that is the other problem. We deal with a number of other suppliers, factories and manufacturers from around

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how to rectify any issues. It comes back to what you buy. You want to make sure that the money you invested will return. You pay for what you get.” Karen: “Always quality. The risks of cheap imports just aren’t not worth it. You’ve got risks and injury to the clients, injury to the therapists and most of all injury to your reputation and then ultimately injury to your financial stability. It was never an option for me and I spoke to an independent engineer once and he was called out to quite a predominant clinic in Melbourne that bought an Asian laser. The instructions were written in Korean and they didn’t know how to use it. He had to supply an energy measure tool, a parameter, to find out what button is for what.”

QUESTION: What advice can be shared regarding the financing of equipment so as to help prevent cash flow problems for salon owners? LEARNING: KNOW YOUR MARKET, KNOW YOUR CLIENTS AND CASH FLOW PROBLEMS CAN BE SIDE STEPPED WITH GOOD PLANNING. Daniel: “Meeting with your financial planners definitely helps getting the right advice, not only on just a start-up, but the ongoing growth of the business as well.”

INVESTING IN TECHNOLOGY

Bruce: “The manufacturers we try to work hand in hand with these financial institutions so that the buyer, when they want to purchase our equipment, have options to go to a lending institution to help them with that purchase. It’s great that there’s so much diversity now in the market.” Metro: “Have a VIP night. It’s a good way to introduce a new treatment and new equipment. Let your clients be your investors. Don’t use your cash. Keep it for a rainy day. People think cash is king, so why use it on something when you have a wider option?” Mandy: “Your supplier should be able to give you a revenue calculator in which you put your details and then you see for yourself, if you can afford it or not. Start small with what you can manage. Master that, and then take the next step.” Kaz: “Try for finance, put an application in as interest rates have never been this low. You’ll be surprised at how low the equipment can be financed for. Whether it’s $20,000 or

$200,000, the rate would be sub five percent. It makes it even easier to put about 20 percent deposit and finance the rest.” Mathew: “We were concerned about a lot of businesses overcommitting themselves. So what we recently did is brought it partially in house - we work backwards. We refer the business to the finance experts, and they make an assessment on what they could realistically afford per week. Once we know what their budget is, then we have a look at our product portfolio. We make sure that it’s responsible lending and that they’re buying a device which is going to work.” Meredith: “It’s important to really know your business and know your clients and what they want and what sort of business you are trying to receive out there. If I was to purchase every piece of equipment that somebody came offering me and wanted me to purchase, I would have been out of business many years ago. Know your clients, know what they want. Feel confident in your purchase. It’s not about competition, it’s not about being the same as the person next door to you, it’s about knowing your market.”

PROFESSIONAL BEAUTY

INDUSTRY ROUNDTABLE

Question: How can salons keep up with all the latest technology, when there are new models entering the market all the time? Do they run the risk that their new device which usually requires a considerable capital investment will be obsolete in a year or two?

reliable, that has a robust ROI and that is delivering results and your customers like it, does it matter if it is 10 years old? If you’re looking to buy equipment, and you’re worried that it might become obsolete, ask the supplier are they still supporting older devices? You can find these things out from your supplier.”

LEARNING: TODAY’S SOCIETY IS DOMINATED BY THE IDEA OF ‘NEW’ BUT IT DOESN’T NECESSARILY MEAN IT’S ANY BETTER.

Bruce: “As the manufacturer we have a very big obligation to keep our clients, salons and doctors in the clinics up-to-date on what’s happening. What we do is have workshops where you can come and listen to the experts talk about the advances in the technology and then have hands-on demonstrations where they get to feel it, touch it, put in their hands and actually treat a human.”

Meredith: “There’s always going to be a newer shinier product on the market. There’s always going to be a used car salesman coming to your shop wanting you to buy their product but some products don’t change. Some equipment doesn’t change, or you hope it doesn’t change. It either works or it doesn’t work. It might be a different colour or it might have something else attached to it, but if you’ve made that commitment and bought good quality equipment, then you have the confidence to know it’s going to do you well for at least five years and you’re going to feel confident knowing that it doesn’t matter if something newer comes along. “

Kaz, Meredith Langley, Mathew Green and Mandy Gray.

Mandy: “It’s one of the things you have to check because sometimes someone says, ‘This is our number four model’ and you have to question what happened to number three and number two? Quality does last. You do have to check Mandy Gray, Glenn Silburn and Karen Austin. with brands, what happened to one, two and three before you buy number four. A new machine might offer extra benefits, but then when you really think about it, do you want them? Equipment has to be very precise and you have to choose it with precision. “ Kaz: “We have a selection of devices that range from about $2,500 in value up to about $15,000. With these devices, if you bought the wrong model or if a new one has come in, your existing equipment has paid for itself many times over. Then we have the laser technology and we are lucky that with the current equipment, essentially the technology has been the same for about 20 years. The newer equipment is slightly quicker, they come with the bigger spot size, they are a lot easier to service but the actual principle is the same. We’ve been lucky to have selected the technology that hasn’t really been made obsolete in any way shape or form.” Mathew: “People need to remember that within the industry, we know what’s new and what’s coming out and we get excited, but at the consumer level, unless it’s a particularly new type of treatment that has a lot of branding and has consumer awareness, people don’t necessarily know what device they have been treated with. They know they’ve had laser or IPL or RF but they don’t know what model it is. It goes back to results. If you’ve got a piece of equipment that’s

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Metro: “It’s very important to the end user, to make sure that you’re giving your most up-to-date treatments to your clients. At the same time, you want to also make sure that you are not overinvesting. The ClinicalPRO treatment removes hair from a mans’ back in seven minutes. That was great, because we slave away with wax doing large areas. We formed a plan among the staff and then went out and got it so everyone benefits. Technology is important but it doesn’t have to be obsolete. Results are what our clients want at the end of the day.” Daniel: “Having new technology is always important for business growth. As a supplier, it is something that you get excited about. There’s also options nowadays that are coming out with a platform system that has a foundation to it that enables additional modules or such to it, but the other side is we’ve got systems that haven’t changed over 20 years. They still do the same procedure, treat the same concerns and do it very well. They have not changed, they have not had to get any faster.” Karen: “I always invest in the latest technology that’s FDA (Food and Drug Administration) and TGA approved. It’s very important to do that and from a credible supplier. My marketing plan always is set out in a three to five year life cycle, to make sure that I get my return on investment and I have income to upgrade the technology in future or pieces to the technology.”

SUPPLIER IN DEMAND

School of

THOUGHT Australasian Academy of Cosmetic Dermal Science director April Jorgensen explains why the need for skilled and qualified clinical staff in the beauty industry is booming.

When and why was the Australasian Academy of Cosmetic Dermal Science established? The Australasian Academy of Cosmetic Dermal Science (AACDS) was established in 2004 to meet the needs of the cosmetic medical profession in relation to skilled and qualified clinical staff.

How has the business grown and changed since inception? AACDS has grown from its first cohort of 20 students in 2004, to more 300 in 2017. The college has changed in terms of curriculum, qualification level and the skills developed in student clinic. These changes reflect the many changes we’ve seen in the cosmetic medical industry over the last 10 years or so.

What is the business’s key focus today? The key focus is providing students with flexibility in their studies

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Student Profile – Natalie Dimitrovski

“I currently run my own business called Perfectly Baked Tan, which specialises in professional spray tanning, which is where I started as a beauty therapist five years ago. I do advanced skin treatments such as microdermabrasion, chemical peels, skin needling, LED light therapy and oxygen therapy. I also work as a dermal therapist at Australian Skin Clinics. One of my biggest achievements is finishing my studies and turning my passion into a business. I chose to study with AACDS as they were offering exactly what I was looking for. I was working full-time and the study fit my schedule perfectly. AACDS also allowed a convenient weekly payment plan, which meant I didn’t I have to fork out the whole course payment at once. My knowledge and experience within the industry has dramatically expanded since studying with the AACDS. Studying there has allowed me to learn more about different conditions, treatments and the science behind the skin that you don’t really learn in beauty therapy. It has also been an advantage for my clients as I can educate them more on their conditions and concerns and help treat them holistically.”

SUPPLIER IN DEMAND

Student Profile – Ginny Gruber

“I enrolled with AACDS because after more than 10 years working in public relations and marketing in New York and Sydney after obtaining a bachelor’s degree, I was looking for a new career path that held more interest for me and provided a bit more flexibility in terms of job locations and hours. I’d never worked in a medical environment before and knew formal qualifications would help set me apart. From the research I did and also word of mouth, AACDS had the best reputation. The flexible online study with in-person practical training was a big plus. I graduated from the program in 2016 and completed all units with either highest distinction or distinction. Getting my Advanced Diploma in Cosmetic Dermal Science allowed me to make a career change and become a dermal therapist. After starting a family I relocated from Sydney to a busy clinic in the Newcastle CBD, Vamp Cosmetic Clinic. Here I’ve been able to put a lot of the practices and protocols I was taught at AACDS into place. I haven’t had any trouble finding employment since studying with AACDS as business owners are very keen to hire qualified dermal therapists. I feel like I am more disciplined that others I’ve met in the industry because of the rigorous training AACDS provides. I have been put a lot of things into place at the clinics I’ve worked at, such as comprehensive documentation, competitive before and after photos, and recommended treatment protocols.” to accommodate students already working in industry. An example of this is providing a streamlined ‘recognition of prior learning’ process so learners experienced in dermal therapies are not disadvantaged. The Recognition of Prior Learning (RPL) process would typically involve a student completing the theoretical components of the course and then demonstrating to an assessor a range of dermal therapy procedures, inclusive of patient communication skills and infection control measures.

How does AACDS differ from other educators/courses in the industry? AACDS offers the only graduate diploma in dermal therapies, which is the highest qualification level available in this field. The curriculum was born from professionals working in the cosmetic medical profession, as opposed to academics who have little involvement with industry or from a beauty college whose focus is very beauty orientated rather than medical. AACDS qualifications offer clinical placements in real cosmetic medical clinics. This is in addition to the practical training, which requires the student to perform hands-on treatments in the AACDS student clinics. Another unique aspect of training with AACDS is our training policy of only two students to one trainer/assessor. This provides a safe and effective learning environment and ensures exclusivity to aesthetic equipment.

What have been the biggest changes you have seen in the industry since starting your business? This biggest change I’ve seen is the overall increase of consumer acceptance of cosmetic procedures – both surgical and non-surgical, but especially

cosmetic injectables. This has been driven by the influx of new aesthetic procedures, products and equipment available in the market.

What do you think are the biggest opportunities in the industry in the next few years? I believe the biggest opportunities in aesthetics lies in establishing smaller, more personalised boutique cosmetic clinics in which wellness programs are offered in addition to cosmetic treatments. I believe there will be more of a shift to lifestyle treatments and a more holistic view of practice in which anti-ageing medicine is used to promote health and wellbeing as well as address cosmetic concerns.

What do you think are the biggest challenges facing the industry in the next few years? The biggest challenges facing industry in the next few years appears to be price wars between clinics, especially clinic chains. This can present issues to new clinics especially. One way to minimise the impact of this is by offering services and treatments that are not offered in clinic chains. This will become a unique selling point and differentiates you from other clinics.

What are AACDS’s plans for the future? Our plans for the future involve a focus on Continuing Professional Development (CPD). CPD provides graduates with an opportunity to continually learn as the industry changes and evolves. It is imperative to keep abreast of new treatment techniques and innovation with equipment and products to ensure you’re provided the best treatment options and information to patients. In addition, new evidence in relation to skin science and dermatology is always developing. Our CPD program involves a journal club in which members can access a range of hand-selected journal articles applicable to the latest cosmetic procedures. A unique aspect of Aesthetics CPD (https://www.aestheticscpd. edu.au) is that all content is endorsed by the Royal Australian College of General Practitioners and the Australian College of Nurses for official CPD points. n April Jorgensen is director of the Australasian Academy of Cosmetic Dermal Science. Contact AACDS on 08 9328 6760 or visit www.nicheeducation.edu.au.

PROFESSIONAL BEAUTY

SALON PROFILE

SCANDINAVIAN STYLE HÜD Skin + Body is a salon that showcases the best in Scandi design and skin health, writes Michelle Ruzzene SCANDI DESIGN LOOKS to be a trend here to stay and stepping into HÜD Skin + Body, it’s easy to see why. The St Kilda salon has been created with functionality, simplicity, and clean lines full of small personal touches that make it feel like you’re visiting an old friend. Owner Gry Tømte says building the salon was a labour of love that paid off. “I still absolutely love coming into my clinic,” she said. “Being quintessentially Scandinavian, it has the warmth and homely feel of a Nordic lounge room. It’s important to us that our clients feel relaxed and not in an overly clinical, sterile looking space.” Personal touches that give the salon its warmth include log fire places, lots of greenery, timber finishes and sentimental black and white photos of Gry’s mum and dad in Norway during the sixties. A bespoke graffiti artwork on the wall by local artist Brian W Connolly, depicting a Nordic fairytale with a troll picking up flowers and an elf, is totally on trend. The 46-year-old said reduced cortisol levels were key to treating inflammatory skin disorders such as acne, so she designed her space with that in mind. The salon initially started out with three rooms, with one being occupied by a cosmetic doctor. “As the business grew we felt the pressures of too little space and built an extra room on the main floor for the doctor,” Gry explained. “At the same time we took a hard look at our offerings and trimmed it back to what we specialise in and are passionate about, and cut the rest of our services out. It didn’t take long before we grew again and were booked out several weeks ahead.” This prompted Gry to build another three rooms in the basement, which were previously used for storage. HÜD now features seven treatment rooms, plus a brow bar, skin consultation lounge, spray tan room and reception. Gry’s team of 16 “incredibly talented, passionate staff ” include two brow artists, two clinic

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coordinators, a manager and a mix rest of paramedical skin therapists, dermal therapists and a cosmetic nurse. “My team are definitely the heart and soul of this business,” Gry said. “We are like a family. Having a strong, positive team culture is something that is extremely important to me.” Gry said her strong client and education focus kept the team motivated. “I believe everyone must be challenged constantly in order to grow,” she said. “We spend a lot of resources on training and education and my team are truly dedicated to getting results for their clients.” Gry isn’t afraid to put her money where her mouth is – she’s invested $80,000 in education over a two month period this year. “Our clinic motto is ‘We change lives’,” Gry said. “And what could be more rewarding than that?” Gry knows firsthand how lousy having bad skin can be. “While I was living in Toronto I was battling acne and melasma – yep, I won the lottery in skin problems,” she said. “It had a huge impact on my self-esteem and I became slightly obsessed trying to find any kind of research that could help me with my skin. I finally found a clinic owner and aesthetician in Toronto who started treating me. During our talks she suggested I look into making my obsession with skin an

SALON PROFILE

official career, so I obtained my aesthetics diploma.” In the years following, after moving back to Australia, Gry took every opportunity to advance her training and obtained more than 20 different certificates in advanced modules across IPL/ laser, advanced skin analysis, acne modalities, paramedical skin revision, needling and more. “I think my personal experience with acne and pigmentation shines through and is a big part of who our clients are,” she said. “The same goes for our staff. Most have suffered with acne and have a huge amount of empathy with our clients.” She said nowadays her own education revolves around gaining business skills while she invests heavily in her staff ’s education in skin-related advanced modules to best treat her clients. Her ‘typical’ clients include a lot of young professionals with conditions such as acne, rosacea and pigmentation. Gry said the salon’s signature treatment was enzyme therapy. “We have successfully instilled in our clients that we cannot just remove skin without rebuilding it,” she said. “Over-exfoliation is an epidemic and is one of the main culprits in a lot of the concerns we see on a daily basis. It’s our ‘non-negotiable’.” Gry said she searched high and low for a skincare range that matched her philosophy and eventually discovered DMK. “I wanted a range that ticked all the boxes – highly effective, something that had a great variety of options in terms of treatments and homecare, no gaps, with excellent education, strong values, and not available online,” Gry said. “DMK is the whole package for us and we absolutely love being a part of the wider community of incredibly inspirational clinic owners and therapists.” Gry is also working on her own range of makeup, Elk Cosmetics. “It is a project I have been working on for quite some time, but packaging and formulation takes a lot of time and energy when you’re growing a skin clinic so it’s still in the works, although we carry a limited range in clinic,” she said. Gry stocks Regul8 herbal supplement for gut health and is in the middle of formulating an internal acne supplement.

She says her philosophy when it comes to good skin is to always treat skin inside and out. “The days of micro and overly ablative heatbased treatments are numbered and treating the internal structures and function becomes the focus,” she said. “Working with internal health is taking over the spotlight, and for good reason. Reducing stress and improving gut function will inevitably lead to far better results.” She doesn’t run campaigns or believe in discounting to attract clients, but instead relies on word of mouth and social media. “The beauty industry is being killed off with discounting,” she said. “We’ve just had a price increase and we’re busier than ever, by focusing on results and customer care. Gry says social media is “such a powerful tool if you stay authentic to your brand values”. Gry’s philosophy is certainly one that is reaping benefits – aside from being booked out well in advance HÜD was awarded the DMK Vic/Tas Clinic of the Year and Therapist of the Year the last two years running. “It’s really such an honour among so many amazing, dedicated clinics and therapists,” she said. Gry’s personal mantra: ‘Learn, give and be the best version of yourself every day’, is one that has worked wonders for the Norwegian beauty and we can’t wait to witness her continued success. n Contact HÜD Skin + Body on 03 9078 1408 or visit www.hud.com.au.

PROFESSIONAL BEAUTY

NAILS | NEW

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BeautyPRO Precision Acrylic Nipper Full Jaw Dateline Imports 02 9666 3611

Orly Breathable Treatment + Color in Bare Necessity - Hawley International 02 8667 1700

NAILS

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Jessica Custom Nail Colour in Krystal Pink - Jessica Cosmetics 1300 470 648 Zoya Professional Lacquer in Nadia - SA Beauty Supplies 1300 855 644 Smith and Cult Nail Polish in Shattered Souls - Smith and Cult 02 8880 9446 Cuccio Colour Nail Polish in Groupie - Absolute Spa 1300 262 275 CND Vinylux Weekly Polish in Emerald Lights - Pacific Nail & Beauty 07 5597 4555 Artistic Colour Revolution Nail Lacquer in Princess - Switch Funky 1800 700 510 CND Creative Play Nail Lacquer in in Kiss + Teal - Pacific Nail & Beauty 07 5597 4555 Color Club Nail Lacquer in Go Go Green - Glamaco 1300 343 572 Issada 5 Free Nail Colour in Sacha - Issada 07 3904 2288

PROFESSIONAL BEAUTY

NAILS

NAILING

Professionalism

What does it take to turn a passion for nails into a career? Jan Arnold reveals the secrets to building a reputation.

IN TODAY’S WORLD, the remarkable popularity of nail art and beauty opens the door wide open for us to come together as one force – to recruit the best and brightest staff as nail professionals! Nails are popular – as evidenced by their status as one of the top five searched topics on Instagram and Pinterest. There are 40,000 nail bloggers and thousands of DIY enthusiasts who love nails and regularly post their nail looks on social media. The question is, how can we elevate this passion for nails into a rich and rewarding career? Taking the leap into nail beauty as a career means turning a love of the art form into so much more. Great nail professionals have the opportunity to find their fame and fortune in doing what they love. Being a professional means connecting through our work to forge lifetime relationships, offering stress relief and support, beautifying and often transforming mediocre nails into works of art and, ultimately, teaching and inspiring others. Creating a successful dream career means realising your own personal dreams and most importantly, changing lives. So let’s take a look at what true professionalism means today. First and foremost, as professionals, we are the guardians of the natural nail – with absolute dedication to the nail’s health and safety. This means caring for it by coating and decorating without harm or destruction. At any cost, our attention to the ongoing good health of our clients’ hands and feet is our number one responsibility. The fact is, nail products do not harm the natural nail plate, but people can. Misusing files, nippers, pushers or any tool can reduce the nail’s strength, and also make the foundation for any coating less successful. Just as building a house on a weak foundation creates a weak structure, the same is

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true with nails. The stronger the natural nail, the longer any coating will last, no matter the medium. Custom servicing clients’ individual needs is another of our professional obligations. Today, there are levels of protection and technologies to achieve real customised service. For example, there are clients who have gorgeous nails and may only need a light coating of traditional polish to give them glorious-looking nails. There are those more prone to breakdowns that need something more protective, like long-wear nail polish. A great lasting varnish adheres better and lasts longer, even getting tougher with exposure to sunlight! These clients are willing to pay a little more for effective nail protection and colour wear. Then there are those who require the ultimate protection of an enhancement coating. Their needs vary from unshapely to very thin nails, as well as nails exposed to extreme rigors and impact. And the solution ranges from a resilient soft gel to a tough hard gel all the way to a strong and transformative liquid and powder service. Professionals today have a toolbox of excellent products with which to customise every service and find that “wow factor” for every client. It is a true professional that finds the right service, maintenance schedule and investment plan to suit their needs in every way. With ongoing professional education, we are even able to be a set of eyes and ears for our clients’ overall wellbeing. Not just beautifying, but also noticing changes in nail colouration, skin spots or abnormalities that should be checked by a doctor – even helping to reduce a client’s stress through the power of touch. These are important areas of influence that help customers and can enhance lives. One of the best things a professional can do for their client is to be proactive. Have recommendations ready to enhance the fun that nail services can offer! For some, choosing a colour or service from one week to the next can be daunting. A great professional will be one step ahead with creative ideas and solutions. We can all take pride in providing nail services that go well beyond nail art, beauty and health. Choosing a career as a nail professional is a truly beautiful thing! It can put a smile on a client’s face, enrich our personal lives and provide a positive influence out in the world. What more could we ask from a professional career? n Jan Arnold is the co-founder of CND. Her experience as a brand engineer has contributed to CND’s international success while her high-fashion personal style makes her the perfect face of the brand. Contact www.pacificnail.com.au

NAILS

The big CHILL Warm up hands thisÂ winter with these enthralling nail polishes.

CND Creative Play Nail Lacquer in in Navy Brat - Pacific Nail & Beauty 07 5597 4555 Jessica Phenom Vivid Colour in Streetwear - Jessica Cosmetics 1300 470 648 SLA Paris Nail Polish in Valence - Encore Beauty 02 9686 3488 Artistic Color Revolution Nail Lacquer in Grease Monkey - Switch Funky 1800 700 510 Zoya Professional Lacquer in Blake - SA Beauty Supplies 1300 855 644 Smith and Cult Nail Polish in Tang Bang - Smith and Cult 02 8880 9446 OPI Infinite Shine 2 in Malaga Wine - International Beauty Supplies 1800 358 999 Color Club Nail Lacquer in Muse-ical - Glamaco 1300 343 572 CND Vinylux Weekly Polish in Fedora - Pacific Nail & Beauty 07 5597 4555 OPI Infinite Shine 2 in Made it to the Seventh Hill - International Beauty Supplies 1800 358 999

PROFESSIONAL BEAUTY

SALON PROFILE

Queen of CORNEOTHERAPY Self-confessed skin nerd and SkintifiX owner, Robyn McAlpine, was recently named dermaviduals ambassador. Michelle Ruzzene catches up with the savvy and smart advanced skin care therapist. How did you get into beauty? I trained my diploma of Beauty Therapy in 2005. I had always had an interest in the beauty industry but because I wasn’t a girly girl – I didn’t even own make up until my mid-twenties and I think my last foundation went out of date two years ago – it was a battle to succumb to feeling out of my comfort zone. I graduated from college, nervous and feeling completely inadequate, so I spent the next few years studying advanced skin therapy and learning from the queens of skin knowledge, Gay Wardle and Florence Barrett-Hill. That is when the skin nerd within me came alive. This opened a whole new world and it is there that I discovered the theory of corneotherapy.

What do you love about the beauty industry? It is such a diverse and vast industry with so many niches appealing to so many passions. I love that there’s something for everyone to pour themselves into and excel in. I love the science of skin therapy. This is my passion and what I am good at. Let’s just say if I had to do a manicure or a spray tan, I’d be handing out a lot of refunds.

Tell us about your clinic? SkintifiX is my first love. Based in Newcastle, NSW, we specialise in non-invasive skin rejuvenation and laser hair removal. We underwent a complete rebrand last year which was a huge challenge, yet wonderfully empowering, as it helped me to realign my business with my heart and passion. Things had changed a lot since its inception nine years ago. At the heart of it, my purpose is in creating space for people to feel

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I try to live by the words of Maya Angelou: ‘People will forget what you said. People will forget what you did. But people will never forget how you made them feel’. My aim is to always treat people with kindness. To be kind covers all needs for all people. valued, worthy and safe when revealing their greatest vulnerabilities and insecurities to a virtual stranger. So many clients walk through our doors feeling pre-judged, a perception people default to when first navigating the beauty industry, often from bad experiences. We aim to dispel that barrier and welcome people to come as they are and be accepted no matter where they are at. My dream is for every person who walks through our doors to leave feeling heard, cared for and with skin that glows from the inside out.

How do you keep your staff motivated? My team are the lifeblood of my business. I have been very blessed to mentor and work alongside some of the most amazing skin therapists in the country. Their drive and passion to deliver the best for our clients inspires me. They are the ones who are creating the relationship between client and business and I am honoured to work with the team that I have. My team eat, breathe and sleep skin health and one common thread they share is their curiosity and desire to understand skin and our bodies on a much deeper level. Skin health is so much more than just a job and this is evident in the way they are always

SALON PROFILE

striving to gain a deeper understanding both professionally and personally. The number one reason for creating my business was to give my team a place to nurture their inner intelligence and to learn to lean into their natural strengths. I have found that the key to getting the best from people is trust and patience, something I call upon in every interaction with my team.

What are your signature treatments? My personal skin treatment philosophy aligns very closely with the principles of corneotherapy. Everything offered within the business adheres to the theory of respecting and maintaining the stratum corneum at all times. Our specialty is in providing our clients with complete skin rejuvenation with non-invasive, minimal downtime treatments. Our 75 minute, Level 3 Performance Facial is our go-to treatment of choice. As it is tailor-made upon consultation at the beginning of the facial, it allows us to deliver a bespoke treatment that is a perfect match for every client, every single time they come in.

What retail brands do you stock? Why? Skintifix is an exclusive stockist of dermaviduals skincare. We have been working with this brand for almost eight years now and love the modular process of being able to custom create a skin solution for every individual who walks through our doors. I also trust the brand to adhere to the principles of corneotherapy in both its formulations and also the delivery of skin treatment. It is important to me that I am only using skin physiological ingredients and avoiding anything that negatively impacts on our skins delicate acid mantle or the keratinocyte life cycle. In almost a decade of working solely with this range, I have seen so many skins changed and so many clients walk out with renewed confidence, knowing that their skin is truly reflecting the youthfulness they feel on the inside. I also believe that our skin health starts with our gut and internal health. We stock a range of internal skin supporting supplements that complement that way we are working externally, taking an inside out, outside in approach to our services. Make-up is an extension of our skincare. We cannot pretend that the ingredients in our make-up doesn’t impact our skin’s function and so I choose to work with the dermaviduals deco range, to custom match any skin tone and the Jane Iredale mineral skin care range. Both complement our treatments beautifully.

Tell us about the relationships you have with your suppliers? I have built wonderful relationships with all of my suppliers. I have had long term partnerships with everyone I work with and we have together faced challenges and the rise and fall of business over the years. Their business success relies on my business success and so having great communication, support and education is vital to a rewarding long-term partnership. They become part of my larger team.

Share with us any industry awards you’ve received? At the recent dermaviduals Awards, I received the title of Australasian Corneotherapist of the Year for 2017. Two of my team members were also recognised, receiving Junior Corneotherapist of the Year and Highly Commended Senior Therapist. SkintifiX also came runner-up as overall Salon of the Year. This is something that I am very proud of, to have a team of award winning therapists all under the one roof. We were up against 200 other dermaviduals salons and their teams and it is such an honour to be recognised for doing what we love.

What’s your philosophy when it comes to good skin? I believe good skin is about avoiding fads. Trends and fads should be left to fashion and hairstylists. But I believe that skin needs consistency and respect. Too many fad treatments tend be at the peril of our precious skin. We seem to get bored quickly but skin doesn’t need all the latest whizz bang, experimental treatments. I love and seek out innovation, but I find that going back to the basics of how skin functions and supporting our skin’s natural cell life cycle will always end in happy, healthy, glowing skin! n Contact Skintifix on 02 4929 4422 or visit www.skintifix.com.au.

PROFESSIONAL BEAUTY

EQUIPMENT | NEW

Dermal Pen Pro - fractional skin needling system - The Global Beauty Group 1300 655 013

Luma Touch Mag Lamp Comfortel 02 9966 5900

Comfortel Diamond Microdermabrasion II Comfortel 02 9966 5900

Microhydrabrasion Delux - a deep cleansing facial rejuvenation treatment - Medispa Solutions 02 9894 8068

Divine Pro - multi-dimensional face and skin rejuvenation technology - The Global Beauty Group 1300 655 013

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GEMINI

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LEO

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Treatment table Electric height, back, tilt & leg adjustment

Treatment table Electric height adjustment

Treatment table Electric height, back & leg bolster adjustment

Treatment table Electric height adjustment

INDUSTRY INSIGHT

LIQUID GOLD Professional Beauty talks to Alpha-H founder Michelle Doherty about the Aussie brand’s new professional range, Liquid Laser Prescriptive. How can salons encourage staff to attend training, both internal and external? Every professional should want to be a subject matter expert. With recent breakthroughs in bioavailable ingredient technology, it has never been more relevant for professional therapists to explore next generation formulas that change the behaviour of the skin. Therapists who harness this knowledge and utilise these innovative formulas in their everyday practice will have a competitive edge. Living in a digital age means there is a wealth of information customers can easily obtain about active ingredients and benefits to their skin. As the skincare professional, you need to know more and stay abreast of industry advancements. Training, professional and personal development are an intrinsic part of how the salon operates and how the team is inspired.

Aside from product, what is the greatest contribution a supplier can make to the success of a salon? Marketing the brand effectively, so salons can leverage off its global reputation, brand awareness and consumer demand. This can be done via direct marketing, trade marketing and consumer media advertising. Alpha-H also invests in high profile influencers to create engaging content and social word of mouth advocacy. Allocating prime real estate on our website and social media platforms generate awareness and traffic for our salons. We offer support via stockist locators, shout outs on our social media channels, and create assets in the form of images, videos and banners.

How can salons increase their retail sales and compete with the growing online market? We are extremely proud of the salon heritage that has led Alpha-H to international success. Now, we want to help salons build their own success and reputation with a salon-only range that will give them a competitive edge over online stockists and TV networks. Liquid Laser Prescriptive

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is a professional range that utilises the latest advancements in bioavailable ingredient technology to change the behaviour of the skin and is available only by consultation at a professional skin clinic. Because of Alpha-H’s cult status, customers want a sensory experience. They want to talk face to face with an expert who will give them a personalised and progressive skincare solution; they want to know what comes after Liquid Gold. The Liquid Laser Prescriptive omnichannel message will be clear: you can find information on our website (www.liquidlaserprescriptive.com) but these results-driven products can only be bought from a skincare expert in a professional salon environment, available via therapist-prescription only. As a brand we strive to deliver our products and information to customers in the way they prefer, and statistics show that globally, 78 per cent of consumers prefer the sensory experience of shopping in a bricks-and-mortar store (Mood Media Global Study 2017). In a fiercely competitive beauty market, another way to increase sales is to go above and beyond a generic treatment and take a 360-degree approach. Identify add-on services and opportunities to upsell, or value-add by creating packages. For example, your customer may be coming to you for a facial but going elsewhere for brows.

What are the essential components of salon professionalism? It is vital for salons to offer exclusive cutting-edge products and treatments that generate outstanding results and provide a point of difference over their competitors. Staying ahead of industry trends and utilising the latest

INDUSTRY INSIGHT

technology is an integral part of this strategy. As a salon owner, know your business inside and out and be actively involved in all areas. Consistency within any salon is essential; it is imperative to ensure that high standards are set and met across the board.Â

What do you believe will be the greatest challenges facing the beauty industry in the coming decade and how can we tackle them? With technology and trends constantly evolving, the beauty industry can be transient in nature. The challenge to stay at the forefront will see brands continuously striving to meet consumer demand and remain competitive in an oversaturated market. Getting back to basics with simplistic yet effective products will help minimise brand fatigue. We will always remain genuine and stay true to our original identity and brand ethos of being relevant, forwardthinking and results-driven. There has also been a rise in DIY at-home products and treatments, many of which should only be in the hands of a professional. This presents both a challenge and an opportunity for industry professionals. The challenge is to educate the consumer so they recognise the intensive training a therapist undertakes in order to safely perform such procedures. On the flipside, this presents an opportunity to promote professional treatments and create a personalised salon experience. n www.liquidlaserprescriptive.com 1800 659 777

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WAXING | NEW

Caronlab Brilliance Hard Wax Beads 1kg Le Beauty 03 9421 0025

Rubis Elegance Slant Tweezers Dateline Imports 02 9666 3611

Jax Wax Sydney Waratah Beaded Hot / Hard Wax Jax Wax 03 5943 2422

Jax Wax Sydney Waratah Depilatory Strip/Soft Wax Jax Wax 03 5943 2422

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sensitive | ˈsɛnsɪtɪv | adjective 1 quick to detect or respond to slight changes, signals, or influences: these products are suitable for clients with sensitive skin. • easily damaged, injured, or distressed by slight changes: the maturing population is demanding products that protect and preserve their sensitive skin. 2 having or displaying a quick and delicate appreciation of others’ feelings: we pay tribute to those who are leading the way with addressing this sensitive issue. 3 kept secret or with restrictions on disclosure to avoid offending: as an image driven and time poor society the beauty industry prides itself providing the best in skin care including products that address sensitive areas.

It’s no secret that Jax Wax Australia’s Cooktown Orchid wax range is ideal for sensitive skin. Formulated without pine resin the Cooktown Orchid wax range is perfect for clients who suffer sensitivity after waxing and is highly suited for Brazilian waxing and sensitive areas. Jax Wax Australia Cooktown Orchid Wax range is ideal for humid tropic conditions as it is a faster setting wax designed with the ability to be applied thinly while remaining pliable making it the perfect choice for salons in warmer climates and faster working therapists.

Beaded and Strip Waxes now available in 500gm and 1kg packaging

For more information call 03 5943 2422 or visit

www.jaxwaxaustralia.com

WAXING

SMOOTH

Operator An increasing number of clients are suffering adverse reactions from waxing that can be easily avoided with a common-sense approach and quality products. Michele Hetherington investigates how to get the best results at your salon. WAXING IS A service offered by most beauty salons, however unfortunately interaction with the client and significant consultation are often overlooked. Therapists and clients are focusing predominately on removing hair from various parts of the body generally the quicker and cheaper the better. That is until something goes wrong! A hair removal service should enhance a client’s appearance leaving soft, smooth skin whilst maintaining barrier protection. A simple misjudgement due to lack of client consultation, insufficient knowledge or practical skills can produce unsightly adverse reactions and cause client discomfort and emotional stress.

Client problems due to improper waxing Clients may leave the salon feeling tender in the area that has been waxed. They could experience oedema or erythema that causes them concern or their skin may have been grazed and at risk of infection. Even several hours after the treatment the client may start to feel an irritation that escalates into a more severe allergic reaction that may need medical attention. This then leads to establishing what caused the reaction. Clients who suffer from hyperpigmentation, sun damage, thinning skin, couperose, hormonal changes, and / or skin sensitivity are left angry and disappointed when a simple upper lip wax results in hyperpigmentation (discoloration on the skin) that appears as if the client still has a moustache.

Plan, Protect, Prevent As with any service performed in a salon, the client must be evaluated and prepared for the treatment. The first client consultation is very important as it allows you to gather valuable information, build rapport and aids the client to gain trust and confidence in you as the beauty operator.

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Understanding the anatomy and physiology of the skin can give an insight into the measures that can be made to minimise the damage that can occur due to waxing treatments.

Consultation Throughout the consultation process you are gathering information that will aid in deciding the best treatment program based on individual client characteristics. This involves analysing and assessing their skin type and health as well as their hair, its position, pattern of regrowth and previous methods of hair removal. This information should be recorded in the client record card.

Contraindications The therapist must be confident in identifying various types of contraindications that may prevent or restrict treatment, or simply require a specific treatment protocol to avoid adverse reactions.

Some examples of contraindications: • • • • • • • • • • • • •

some types of acne recent scars sunburn medications using retinols or AHA products varicose veins bacterial, fungal, parasitic and viral infections on the areas to be waxed hypertrophic and keloid tendency grazing, rashes, pigmented skin lesions recent surgery radiation or chemotherapy skin trauma immune disorders

Avoiding post inflammatory hyperpigmentation and waxing patients with Melasma Jax Wax Australia recommends hot/hard wax for facial waxing. We have developed treatment procedures that when used with our lower melting point wax formulas, protect sensitive /reactive areas, maintain the integrity of the skin throughout the waxing treatment and more importantly skin protection after the waxing treatment.

WAXING

What is Melasma Melasma is a chronic skin disorder that results in symmetrical, blotchy and brownish facial pigmentation. It can lead to considerable embarrassment and distress. Contributing causes of melasma include sun damage, visible light, hormonal factors, Melanocytes and melanin, inflammation, vascular factors and genetics. Melasma is always more prominent in summertime as heat can be a common trigger, as well as this some cosmetic fragrances, deodorants or soaps may cause phototoxic reactions.

Jax Wax Australia facial waxing protocol for clients with pigmentation or melasma 1. Client is to fill out Jax Wax Australia’s client consultation form, the therapist will discuss in private and explain the treatment method. 2. The therapist should explain and confirm with the client any areas of pigmentation or melasma. 3. Cleanse the skin – on a cotton round pump a small amount of Jax Wax Australia Sweet Orange Pre-Wax Oil, then spray over the oil with Jax Wax Australia’s Alpine Bluebell Pre Wax Skin Cleanser. Wearing gloves the products can be emulsified together using fingertips. Support the skin and gently wipe over the area to be waxed to remove make-up and surface bacteria. Some oil will remain on the skin creating a protective barrier. 4. Have a small dish with cool water on your waxing trolley. After cleansing cotton rounds can be used as a cold compress to help settle reactive skin. Place a wet cotton round on the area, apply light pressure and remove.

5. Apply a light dusting of corn-starch to the area to help lift the hair and further protect the skin. 6. Using Jax Wax Australia’s Costal Banksia Hot Wax; apply the wax in the direction of the hair growth, press down and remove. Apply pressure to the skin immediately to help block the pain signal and apply a cold compress again. For stubborn hair it may be necessary to wax over the area a second time. 7. Apply Jax Wax Australia’s Vanilla After Wax Body Lotion to sooth the skin and calm redness. It is also suggested to apply cosmeceutical concealer/sunblock to skin after waxing. 8. Jax Wax Australia offers training workshops in all areas of waxing, designed to make waxing a treatment not just a service. n Michele Hetherington is the JWA National Training Manager. She also works alongside mentor Senior Plastic & Reconstructive surgeon Dr Lionel Chang MBBS- FRACS from Burwood in Sydney. For details contact JWA on 03 594 32422 or www.adamandeve.net.au

SKINCARE

The Art of

EXFOLIATION Should you exfoliate your skin daily, once a week or once a month – or not at all? Dr Ginni Mansberg explains everything you need to know about this not so simple topic. EXFOLIATION OR REMOVAL of the outermost layers of skin is something that humans have done for hundreds of years with the first recorded instance being queen Cleopatra who would bath in milk (which contains lactic acid). Exfoliation can either be physical, by manually scrubbing the skin with some form of abrasive object, or chemical, using ingredients that dissolve the bonds between the outermost layer or layers of dead skin cells, allowing them to be washed off. Exfoliation will remove dead dry and scaly skin and improve skin texture and tone. This is particularly true for older skin, where the natural 28-day process starting with skin creation and ending in shedding of those skin cells, slows down. The specific direct benefits include; a decrease in skin roughness, an improvement in skin smoothness and suppleness and sheen. Some exfoliating ingredients can also increase density of collagen and improve elastic fibres. In addition some may reduce the appearance of pore size, discoloration (or age spots), fine lines and also help treat acne . There are however a number of different ways to exfoliate the skin and not all methods and ingredients will deliver all of these benefits.

Are there risks? Exfoliation is a process that either injures the skin, prompting new skin to grow or removes the outermost layers, again promoting the growth of new skin cells. These skin cells will generally be more sensitive to sun damage, and depending on the depth of the exfoliation can result in new skin cells which have a different level of pigmentation from the old skin.

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Chemical vs physical exfoliation There does not seem to be any clinical data on which form of exfoliation is ‘best’ (let’s take that to mean the most effective and the safest). Amongst the dermatologists we surveyed, the general view was that, given the risks of tearing and damaging the skin together with possible environmental harm from some physical exfoliants, that for home use, chemical exfoliation is the preferred option.

Hydroxy acids The group of ingredients which can exfoliate the skin are called Hydroxy acids and include, (in descending order of effectiveness and irritation) Glycolic, Lactic, Malic, Citric Acids, Tartaric Acids (Alpha Hydroxy Acids) Gluconolactone (Polyhydroxy Acid) and Salicylic Acid (Beta Hyrdroxy Acid). They work primarily by dissolving the bonds between dead skin cells allowing the outermost layer of skin cells to be washed away. Of all the ingredients available, Glycolic acid has been studied the most and is the most effective. It is also the most irritating. In addition to the superficial exfoliating activity of Glycolic acid, it can also increase collagen synthesis, making the skin firmer and more supple. It can also reduce hyperpigmentation (age spots) and acne and has been shown to increase the absorption and bioavailability of some other key active ingredients in skin care – particularly Retinal. Lactic acid has also been well studied, is less irritating than Glycolic acid and is an effective exfoliation agent. Gluconolactone is less irritating still, but has limited evidence. Salicylic acid is an effective exfoliation agent particularly for hardened dry skin. It can also reduce sensitivity to UV radiation and well tolerated, but does not have many of the antiaging benefits of Glycolic acid.

Is more, better? While the data comparing the effects of hydroxy acids with its concentration are hard to piece together, there is no clear relationship between dose and response in the range from three to 15 percent. Above concentrations of 20 to 30 percent however, there are clear benefits particularly with superior results in decreased pigmentation and fine lines when compared to lower concentrations. (Products with these concentrations should be reserved for in-clinic peels, not take home products).

SKINCARE

Can I overdo it? Sun sensitivity: Alpha Hydroxy acids can also increase sensitivity to the sun. So it is not recommended to use higher concentration peels too often and to ensure that the sun is avoided for at least a week after use. The Hayflick limit was named after Leonard Hayflick after he discovered that most human cells have a limit on the number of times they can divide, before their telomeres become too short and they can no longer “rejuvenate.” While this concept does not apply directly to the process by which skin cells are created, there is a concern that the principle may apply and that by exfoliating and speeding up the rate of skin cell turnover (particularly using deep peels) that we will hasten the time at which our skin reaches its ‘use by date’ and will age rapidly regardless of further exfoliation.

pH and buffering From a formulation point of view (and using a simple rule of thumb) where the concentration of hydroxy acids increases above five percent, the pH of the product will be too low (below three), so a buffer is required for home use products. In one article looking at the interactions of alkali buffers with Hydroxy acids, the buffer (sodium hydroxide) neutralised the

effect of the glycolic acid, rendering it ineffective . These buffers may also be skin irritants.

What should I look for in an exfoliation product • Using a chemical exfoliator in your daily skin care regime for use at night (and the use of a sunscreen during the day). • Look for a product with a total concentration of 5 percent hydroxy acids or less. • Key ingredients should include glycolic acid as well as at least one other hydroxy acid (eg. lactic acid). • Avoid products with an ingredient ending in ‘hydroxide’ in the list (they have a high concentration and needed buffering). • If you have a sensitive skin, patch test the product. For most skin types, tolerance can be easily built by initially reducing the amount and frequency of use and gradually building up. • Try the product for at least one week) and see how it feels when applied and how it makes your skin feel in the days afterwards. n Dr Ginni Mansberg and husband Daniel Rubinstein launched ESK, an evidence based anti-aging skin care range in 2016. For more information phone 1300 884 875 or visit www.eskcare.com

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SPOTLIGHT ON

Collection for every

COMPLEXION

It’s easy to see why makeup maestro Victoria Curtis, founder of Curtis Collection, has fast become an international brand.

How did Curtis Collection originally come about? I launched Curtis Collection in 2012 but my love affair with all things beauty began at a very young age. I can attribute this to my mother, who was always dressed immaculately and never left the house without a beautifully made-up face. This left a lasting impression on me and ultimately shaped me into the woman that I am today. After completing a double degree in accounting and marketing, I accepted a graduate position in the marketing department of the professional products division at L’Oréal Australia – and discovered a gap in the market. I felt that there was an opportunity to launch a luxury cosmetics brand exclusively for salons and medi-spas. My vision and point-ofdifference was to combine the luxuryof designer cosmetics with the high quality, pharmaceutical grade ingredients that complemented a salon’s services and acted as the final step in their client’s treatment plan. After leaving the company, I travelled the globe to source products, packaging and formulas that I felt were exactly what I would love to use and carry in my makeup bag – products that in conjunction with my skincare treatments gave me a clear, glowing skin. I then launched the Curtis Collection of vita-mineral infused

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formulations designed to feed skin with antioxidants, offer SPF protection, hydration and nourishment while delivering the most flawless finish due to the highly light reflective minerals.

Tell us more about the philosophy of Curtis Collection? The Curtis Collection brand philosophy is to offer ‘more than makeup’ to our clients and stockists in every way possible. This attitude and mindset filters through into every aspect of our business, from the quality of our products to customer service and our relationships with our clients. For our customers we are committed to creating performance-based makeup with real skincare benefits. We strive to bring innovative products to the market that addresses beauty concerns, offering our clients solutions through the use of makeup. We take the time to understand our clients and what they really need from their make-up products. Whether their beauty concerns are to cover dark circles, create a more youthful appearance, hydrate their skin or define their brows, we have created a product to meet these needs. Each and every one of our products is a ‘beauty problem-solver’. This also makes it effortless for our salons to prescribe our cosmetics to their clients in the treatment room. For our stockists we specialise in developing cosmetics that are in line with their salon philosophies. Salons take confidence in the fact that our products will enhance their clients’treatment results and play a very important role in achieving results.

What sets Curtis Collection apart from its competitors? As an Australian brand driven by a genuine love and passion for the beauty industry, we have the ability to remain close to the market and to our salons to deliver exactly what our clients need. This means responding quickly to trends

SPOTLIGHT ON

and being one step ahead of the game, giving our clients the edge over their competition. Having the ability to offer clients fashion-forward cosmetics with skincare benefits really is a winning combination for our salons. It means that they can remain competitive in the world of cosmetics and their clients are able to recreate the most on trend looks using mineral makeup that is benefiting their skin. Our very personalised customer service is also something we pride ourselves on at Curtis Collection. Whether it be for our stockists or our online clients, we are available to assist in any way we possibly can. Ultimately we want results for our clients and this is what keeps me personally motivated and passionate about what we stand for. What really sets us apart from our competition is that we don’t focus on them. From day one, we have always remained committed to our vision and what we wanted to achieve. This attitude has a positive effect on our team and on our stockists. It’s all about our clients not our competition.

What can you tell us about your future plans? I am proud to say that Curtis Collection is now an international brand. It is now available at 300 retail locations across Australia and New Zealand, which is an incredible achievement in such a short period of time. Moving forward we will continue to focus on growing the Australian and New Zealand markets and also look into some additional overseas markets. New and exciting products are also on the horizon along with a very exciting project that I am personally working on right now due to launch later this year. It is top secret right now, however in true Curtis Collection style; it’s all about offering our clients more than makeup. n Contact Curtis Collection on 07 3902 0723 or visit www.curtiscollection.com.au.

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PROFESSIONAL BEAUTY

60 SECONDS WITH

PAULINE VALLE The founder of Ultraderm, Pauline Valle, chats to Professional Beauty about her decade in business creating Australian skincare for Australian women. What led you to start Ultraderm in 2009? After having been in the beauty industry for a number of years, I wanted to create my own brand to treat the concerns within our population using the ingredients and techniques that I know work. We also wanted to provide what business owners had been telling us they needed in terms of product and support from their skincare supplier.

How has your approach to beauty changed over nearly a decade in business? We have become adept at changing and adopting trends we see growth and results in, but some things do not change. For example, the need for genuine connection and interaction with our salon partners and clients remains the same in this fastpaced world. Some ingredients, such as vitamin A, have stood the test of time and we continue to use these while incorporating newer ingredients and modalities such as peptides and needling.

Why is it important for you to create Australian skincare for Australian skin?

• Take advantage of the regular promotional deals we offer. These sell themselves as they are always great value, increase profits and drive clients into the business. • Merchandise products and testers for accessibility at eye level, allowing clients to indulge in a product experience. • Make use of client consult cards and prescription forms. Refer back to them to ensure you are targeting their concerns. • Utilise samples where appropriate as they are a tremendous selling tool. • Connect with your clients and always follow up to ensure all is going well.

What is the best piece of advice you can offer others in the beauty industry? You have to be self-motivated and be able to adapt to the changing landscape. Remain current and be informed of future trends so you don’t get left behind. Attend to your professional development throughout your career and encourage others to do the same. Never stop learning and putting into practice what you have learnt.

What is your vision for the future of Ultraderm? Ultraderm is one of the fastest growing salon brands in Australia and our vision is to be known as the best results-driven and value for money skincare range available.

How do you support your partner salons?

We are different in terms of the way we do business with our salons. We have a great skincare range but we also involve our partner salons and create, implement and market with them in mind. Our skincare range has grown over the last few years to meet our partners and their customer needs. We seek to remain balanced between incorporating new trends, products and services and continuing with tried and tested methods.

What tips would you give salons to help retail your products? Selling is based on a relationship between the client and the beauty therapist, and problem

A few tips:

As we know, the climate and conditions in Australia take a toll on the skin over time. We believe all Australians deserve radiant, healthy skin and our ingredients and technologies are up there with the best in the world.

We understand the importance of giving our partner salons support in order for them to grow their business and to encourage their clients to return. We offer training and workshops, a client loyalty program, staff rewards, an annual marketing planner with regular salon and retail promotions, plus marketing support and our salon partner support Facebook group. We regularly review our support strategies and change and update them as required to suit our salon partner needs.

solving to meet the client’s needs. Before you can recommend and sell, you must ensure you know your product well, so product training is paramount. Salon staff must be confident and competent when working with your brand in order to problem-solve effectively.

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Tell us what sets Ultraderm apart from other skincare ranges on the market?

Any game changing ingredients you can share with us? Yes we can – however we can’t say too much without giving away our secrets! The ingredients that will be making their way into more products will be those that help to protect against Blue Light radiation and various forms of pollution. n www.ultraderm.com.au 1300 660 297

BUSINESS

Three ways to become an expert in

RETAIL SALES Selling more retail is one of the fastest ways to boost your profits, Joanne Neville reveals the tips to boosting turnover.

1. Know what you’re selling You may not have been trained in sales, but by providing your clients with expert product advice you’ll find your retails sales will naturally increase. BE THE EXPERT Knowing the ins and outs of the products you use and sell will dramatically increase your confidence in recommending them. There are a number of products available, so focus on learning more about a couple of products each week. BE PREPARED Preparing answers to commonly asked questions or typical objections can help grow your retail sales. For example, when recommending a face mask, you may get the answer “I get mine from the supermarket”. Don’t take this as a no, instead provide the client with some useful information on how the products differ and why your recommended product might suit them better. DON’T “SELL” If you’re genuinely selling products that are beneficial to your clients, then it won’t come across as a sales pitch. You don’t need to put a sales hat on, just speak about the products in a way that feels natural to you and your clients.

2. Solve your clients’ problems One of the best ways to upsell is with a problem solving approach. Often your client has a problem they’re looking to solve and you can help by providing them with a solution. Here’s how to use this approach: BUILD A RELATIONSHIP The most important aspect of this approach is to build rapport with your clients so they’re happy to open up and talk about their needs or problems. Then you’ll be in the best position to help solve them by providing products that address their concerns.

ASK QUESTIONS If your client mentions a need or problem, it’s important to ask questions to fully understand it. By asking lots of questions, you’ll better understand their requirements and be more able to recommend the right products to give them the result they’re trying to achieve. PROVIDE A SOLUTION OR BENEFIT Once you have a clear understanding of a client’s problem, you can then make recommendations to address it.

3. Working smarter not harder MAKE MORE PER APPOINTMENT You might not always be able to recommend additional services during an appointment but by working smarter not harder you can easily double the appointment value. A good example is a mens haircut which you may charge $45 for. By recommending a suitable product, you could easily double the value of that appointment. GIVE YOURSELF A CHALLENGE Why not give yourself and your team the challenge of picking a product each week to promote and recommend. Choose a product, learn about its benefits and display it prominently. The goal is to use it during each appointment (as long as it’s relevant to the client) and explain to your clients how you’re using it and why. See how many of your clients purchase it – you may be surprised how easy it is to sell different products when you focus on promoting them. CHECK IN WITH YOUR CLIENTS Making sure your clients are happy with their retail purchases, it is important to your future retail sales. By checking in with them it gives you the opportunity to show you care, continue selling the product to them as they run out, and provides the potential to upsell to an alternative or additional products where appropriate. If the client’s unhappy with a product, it gives you the option to remedy the situation and provide something more suitable to them. There are a couple of ways you can check in, for example, ask during their appointment or use your salon and spa software to automatically send a text to clients a week later to check how they’re going. We hope using these handy tips helps to increase your retail sales and boost your profits! n Joanne Neville is the Marketing Manager at Kitomba Salon & Spa Software. To learn more about what Kitomba can do for your business, visit www.kitomba.com or call 1800 161 101.

PROFESSIONAL BEAUTY

BUSINESS

Penalty Rates REVIEWED

There is a call to adjust the penalty rates in the hair and beauty industry Adrian Boothman takes a look at what this means for your business.

ON BEHALF OF Hair and Beauty Australia (HABA), Ai Group Workplace Lawyers has filed submissions and evidence in the Fair Work Commission’s Hair and Beauty Industry Penalty Rates Case on behalf of the employers in the industry. In the Fair Work Commission’s major Penalty Rates Decision last year, that lowered Sunday and public holiday penalty rates in the retail, fast food, hospitality and pharmacy industries, the Commission announced that penalty rates would be reviewed in the hair and beauty industry.

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There are obvious similarities between the hair and beauty industry and the retail and pharmacy industries: • Businesses in each of these industries predominately sell to consumers; • A large range of hair and beauty products are sold by businesses in each of the industries; • Businesses in each industry operate from similar locations, e.g. shopping strips and shopping malls; • The opening hours of businesses in the three industries are often similar; and • Lease arrangements for businesses in each industry are similar, with many businesses required by the terms of their leases to open on Sundays. For the same reasons that Sunday and public holiday penalty rates have been adjusted in the retail, fast food, hospitality and pharmacy industries,

penalty rates need to be adjusted in the hair and beauty industry. The existing penalty rates are no longer fair or relevant in contemporary workplaces. HABA is seeking a modest reduction in Sunday penalty rates from double time to time and one half, and in public holiday rates from double time and one half to double time and one quarter. Hearings in the case will take place before a Full Bench of the Fair Work Commission later this year. This is why all salon owners, from both the hair and beauty sector, should be members of HABA. Thanks to your membership fees we are able to partner with the legal team from Ai Group who go into bat for salon owners with their years of

THE EXISTING PENALTY RATES ARE NO LONGER FAIR OR RELEVANT IN CONTEMPORARY WORKPLACES.

Thefect Per in Tan

r u Ho

expertise in industrial action and conflict resolution, resulting in better outcomes for salon owners. Through this partnership, we are able to ensure that salon owners are best represented at all levels of Government and you can relax knowing that changes to the Award are done with your best interests at heart as a business owner and member of HABA. The organisation is dedicated to protecting and promoting our members’ interests by being the leading voice for hair and beauty industry employers in Fair Work Commission proceedings that have a direct and significant impact on business. n Support the organisation that supports you and become a HABA member today. Adrian Boothman is the industrial relations advisor for Hair and Beauty Australia, the peak national not-for-profit industry association servicing members from hair and beauty salons, day spas and training colleges. Contact www.askhaba.com.au

03 9580 7274 — www.summertansystems.com

BUSINESS

Signs That You’re a

MICROMANAGER

Improve your management style and skills with these tips from Caroline Nelson.

ARE YOU A micromanager? And would you even recognise if you were one? And in any case why is it even a problem if you were? In general, a micromanager as identified in the aesthetic industry is one who is driven by the need to control situations often because they fear their employees’ work will reflect poorly on their service delivery and the business. And while this in principal seems a good thing, after all we all want our business to reflect our own personal high standards, it can have a negative impact if the level of controlling gets out of hand. The typical salon micromanager takes the positives, like attention to detail, to such an extreme it has a tendency to undermine the therapist’s confidence, making them nervous and stressed, which then impacts on client treatment

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and comfort. It can also lead to employees developing a ‘couldn’t care less’ attitude – after all, if they feel they can’t reach what they perceive as unrealistic expectations they cease to even try. Or else the inevitable happens – they hand in their notice and quit. This is about the time I’m often contacted by the employer, who often has a revolving door staffing situation. They can’t keep staff and can’t understand why. They feel they are honouring their employer obligations in regards to wage and conditions, but still they lose staff at an alarming rate. The first thing I do is look at what’s happening in the business and all operations. It generally doesn’t take me long to isolate the problems and the challenges the business is facing. And in many cases the standout is employee dissatisfaction with management. If an employer thinks they are doing everything in their power to keep, train and support their employees and problems still exist, then the ‘blame game’ often begins. Employees are not totally blameless, but it’s fair to say if they’re being micromanaged, this will contribute significantly to staff poor retention rates.

Control freaks rarely know they are one. And while they have very high expectations of others, they rarely equip them to competently complete a task by failing to give clear directions, correct training, and failing to engage the employee in the process. Because they know how to do something well and to a high standard, they think everyone else should do the same. But the issue here is that people’s idea of ‘standards’ vary to a great degree. Staff should not be expected to be mind-readers, to automatically know how why and when things needed to be done. A good framework of process and training is needed to get results. I recently met a typical salon micromanager. She was seriously stressed, overwhelmed and suffering burn-out. She was doing the majority of the work because she simply didn’t trust her employees to do the job. Her favourite quote was: ‘Half my staff are useless and the other half are lazy’. It was no wonder they were not engaged therapists, and were instead only doing the bare minimum to collect their weekly pay packet while waiting for a better position to present itself. While this business owner was micromanaging to the extreme, some of you may recognise a few of the traits in yourself.

Beauty Therapy & Medical Cosmetics Box Hill and Lilydale, Victoria COURSES IN / Diploma of Beauty Therapy (SHB50115) (FT, PT, online) / Diploma of Screen & Media (Specialised Make Up) (CUA51015) / Certiﬁcate IV in Beauty Therapy (SHB40115 )

SIGNS YOU MIGHT BE MICROMANAGING

• You believe your smarter, quicker, and more skilled than your employees. • You interrupt when an employee is in conversation with a client, because you think you will do better. • You hover over employees when they are trying to close a sale. • You rearrange the computer bookings so you can do a service instead of allowing the therapist who booked the client. • You discourage others from making decision without consulting with you beforehand. • You’re constantly swamped with work, because you won’t delegate. • You’re afraid to take holidays. • When you do have a day off, you are constantly checking in. • Your employees are constantly on tender hooks, because they don’t know how you will react. • Staff sick days are high. • Staff turnover is high. If any of these sound all too familiar, it might be time stop trying to be Superwoman. Take a deep breath and realise you need to improve and correct your management style. It could be you need an expert’s help to design better, more streamlined systems to support staff perform up to a standard you are happy with. Or it could just be you need to allow employees to take on more responsibility and tasks. It’s more likely to be a combination of both.

/ Certiﬁcate III in Beauty Services (SHB30115) / Certiﬁcate III in Make Up (SHB30215) / Retail Cosmetics (SHB20116) / Beauty Short Courses – Intimate Waxing, Eye Lash Extensions, Spray Tanning / Medical Cosmetics Short Courses – IPL, Laser, Micro-Needling, Neurotoxin, Dermal Fillers, PRP Therapy, Cosmetic Threads, Pigment & Tattoo Laser Removal (Conditions apply)

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BUSINESS

To avoid burn-out and to succeed it is imperative effective and efficient management be adopted. One of the most important skills any manager can learn is the skill of delegation. It is impossible to grow an aesthetic practice without a strong, engaged and supportive team capable of delivery service to a consistent high standard. As a starting point, ensure each employee fully knows their job responsibilities, goals, and your full expectations. Have this clearly defined and given to them in a written document. This is the first step to being able to ‘quality control’ service outcomes without having to do each treatment yourself. Provide an employee handbook or policies and procedures manual that sets down exactly how you want interaction between employees and clients to occur. This would consist of not only how treatments are to be performed, but how you want the business to be operated from opening to closing each day. Your employees will be happiest when they know what is expected and in what time frames. It provides them with safety and the security to do the job well without having to second-guess.

Successful delegation is the key Before you start delegating, you’ll need to do staff reviews. These reviews include their skill levels in each service, motivation, dependability and who will be best suited for the treatment and task. Matching the right person to each job can be a little difficult, so start small but persevere. Don’t try and make too many changes quickly or expect over-night miracles.

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IF YOU DON’T ALLOW STAFF TO GROW THEIR ABILITIES YOU’LL FIND IT CREATES WORKPLACE DISSATISFACTION AND DISTRUST, AND IT WILL KEEP YOUR TEAM FROM DEVELOPING AND DOING THE BEST POSSIBLE JOB. Once you have delegated, make sure you equip your employees with all the information and training necessary to perform to the required standard. Be very specific when you explain what is to be done leaving no room for confusion and therefore, little room for error. This is where the staff policies and procedures is an invaluable tool of reference for employee. Make sure you are available for any additional support or further training, if and when necessary. You will need to monitor staff progress and make any adjustments necessary along the way. Once you have started to delegate, try to curb your micromanaging tendencies of wanting to control with excessive attention to detail. If you don’t allow staff to grow their abilities you’ll find it creates workplace dissatisfaction and distrust, and it will keep your team from developing and doing the best possible job. Good staff management is about making people comfortable in their work place so they’re eager to come to work each day and happy to treat your clients to an exceptional level of care. Don’t forget to encourage and praise them – it goes a long way to keeping people engaged. n Caroline Nelson, owner of Nelson Beauty Business Management, is a beauty industry specific business coach and author. She specialises in helping businesses develop their brand, improve productivity, and increase bottom-line profit. Contact her on 07 5528 9440.

BUSINESS

Marketing to

MILLENNIALS It’s key to embrace change if you want to keep current, writes Deborah Mangum-Copelli.

THERE’S AN ONGOING debate about Millennials and Generation Y. How can we capture their attention, market to them and keep them coming back for more? This most photographed and transparent group of consumers are now the largest living generation in Australia, the US and Europe. Born from 1980-1995, they continue to mature and evolve, and we will need to keep up with them, change our marketing strategies and tactics to entice this young and powerful growing audience.

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Research has told us Millennials don’t like, ‘entry level’ jobs or, ‘paying their dues’. They can’t buy housing, as they aren’t saving; they prefer to spend on trendy status symbol ‘things’ or experiences. But at the same time, they have a very high social consciousness and are willing to volunteer for worthwhile causes and charities. This demographic is entrepreneurial, enthusiastic, tech-savvy and opportunistic. The most mobile generation in history, Millennials think and act globally, care more about, ‘why’ than the rules, like flexibility and short-term commitments, and will one day be running your business or their own. They reach out to others in their age group and love to, ‘share’ their brand choices and experiences.

BUSINESS

Studies suggest that Baby Boomers and Gen Xers have anxiety about all of these rapid changes and how to manage Millennials, as well as how to position businesses successfully to market to this influential new client. We need to show more creativity, a personal approach to our communication and have better control of our messages on social media platforms. Even though Millennials spend on a whim and on what they fancy, they are still aware of a budget, skeptical and underemployed. But as they grow up, earn more, have children and take on higher paying positions, they will shift and use those dollars freely. So, here are some ideas to capture the attention of the modern Millennial and make your marketing efforts friendly to this dynamic group.

1. Socialise On social media, make Millennials feel part of your in-group. Invite them to communicate with you and your business and brands. Have a meaningful conversation online and illicit participation from this audience. • You must have a business Facebook page, Instagram, Twitter, YouTube and Snapchat at a minimum linked to your website. • Engage your readers, ask them questions, get their opinions and post this on social media to start a dialogue. • Social media monitoring tools are easily available and you need to use these and personally invite the authors talking about spa and salon trends and products so it increases your marketing reach. • Consumers talk about their experiences after visiting your salons and spas, so be sure to talk back and answer them even if they’ve given you a negative critique. Social media monitoring tools can help you find out who’s talking about your business.

2. Branding and self-expression are synonymous • Millennials purchase based on their style and personality; they voice it by the way they look and act, where they go and who they spend time with. • This generation will spend extra on a treatment or product if it reflects the image they wish to convey. • Ask your GenY clients to share their photos, stories and ideas about your business on their own social media pages and be prepared to give them something back for doing so.

WE NEED TO BE WHEREVER A MILLENNIAL IS, THINKING ON OUR FEET, CONNECTING WITH THEM ON THEIR LEVEL USING FUN APPS AND TEXTING.

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3. Respect goes a long way • Large and diverse, these consumers are super charged and connected; they grew up with the Internet. • Avoid stereotypical marketing and engage with their uniqueness and difference. • Millennials show gratitude toward businesses they can trust; they like Sephora, Lush, The Body Shop and Oxfam to name a few.

4. Experiences over things • These trendsetters want to touch and feel, and become involved in the process of the experience; this is a great fit for salons and spas. • As part of the sharing economy, this group likes to experience what they like with their friends. • Hold workshops, lectures and demonstrations at your salon or spa; offer deals and contests with more experiences, get-togethers, nail parties and group bookings.

5. Millennials are native researchers • They read the reviews, up to 10 sometimes more before they make a decision on where to go, or how to spend their money. • Demonstrate your trustworthiness and expertise online by being ethically and professionally above board.

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KEEP YOUR MESSAGE AUTHENTIC AND PERSONAL WITH INTERACTION AND ENGAGEMENT, AND YOUR BUSINESS AND BRAND WILL BE BETTER UNDERSTOOD. • Cover all the opinions of your clients online, especially the negative ones, address them head on. Check the reviews on Facebook, Google, Boost and other review sites. • Offer your clients a giveaway for posting reviews online. You could also hold a contest for those that post and reward the winner.

6. Social media influencers can boost your salon or spa’s popularity • Your business becomes visible on social media networks by how creative your marketing campaign is, by offering unique opportunities or deals, and by social media influencers. • Influencers are trusted people Millennials look up to and that you want to engage with to help share your business message and services. They help you expand your marketing reach to a wider audience. • If a popular influencer mentions a product you promote at your salon or spa, you could get thousands of new clients from a single mention on their social media pages. • Start by socialising and sharing the influencers you want and share their content, then offer your business or products for a review. Transparency is paramount when marketing to the GenY, Millennial generation; they want to know what you’re working on, or about to launch, and they want to help you get there. They want involvement in your process. You can create short videos and change them frequently on your website to

keep them checking in with you. You could create an inside circle and invite your GenY clients to participate in a brain sharing session. We need to be wherever a Millennial is, thinking on our feet, connecting with them on their level using fun apps and texting. Allow your largest growing audience to be creative with you and add to your brand story to keep it real and in the present moment. Millennials like mentors, not instructors, so share your engaging journeys; show your mission and values in action through pictures, videos or cartoons. Just like any other demographic, GenY wants to learn, improve and embrace opportunities for themselves and their family and friends. If your marketing makes this audience think, feel and do something, then you are ‘getting’ it.

Keep your message authentic and personal with interaction and engagement, and your business and brand will be better understood. It goes without saying that delivering on your promise is essential; great customer service is equal with great marketing. Let your business voice be heard, seen, felt and experienced. If you’re not already there, get onto Snapchat; it’s the first daily social stop for this generation. Use an influencer if you can as your spokesperson, and if not, then use a Millennial in your family or among your friends who can represent your business and brand to become your Snapchat ambassador. And remember don’t sell, tell your story, be genuine and build trust and engagement with your new, young and growing tribe of clients. n Deborah Mangum-Copelli, BA, MA, DipPsychClinHyp, PracNLP, is managing director at Mind Wellness. Deborah’s experience spans hotel, resort and day spa consultancy projects around the world. Contact Deborah via email at deborah@mindwellness.com or visit www.mindwellness.com.

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G E T T I M E LY. C O M

PROFESSIONAL BEAUTY

BUSINESS

Women in

UNIFORM What is your team wearing and what is that saying about your brand? First impressions count, and dressing well is one of the few opportunities you have to stand out in the crowd, writes Pamela Jabbour. CLIENTS WILL FORM their opinion on the quality of the product or service you are offering based on the first interaction with your team. Team members will wake up each day and be reminded when getting dressed who they work for and what that represents. Are they excited and motivated to put on their uniform? Does it resonate with what your company stands for? Over the last 12 years I have worked with clients with as few as 10 employees, to those with 100,000 employees, and regardless of industry, size of client or brief, the uniform process is the same. Over this time, I have seen what works, what doesn’t, and have had a range of experiences with clients’ good, bad, and ugly when it comes to design and implementation. It never ceases to amaze me, the two opposite sides of the spectrum, and how this can make or break your company uniform design and launch. Clients who are disconnected from their company purpose and objective are price-driven, rather than process or qualitydriven. They don’t think through the details and often end up with an ill-fitting uniform that not only looks bad, but makes their team feel bad. This ends up being far more costly, resulting in a poor team culture, attitude, and damage to your brand. A great uniform reflects the changing market, exudes confidence, has a contemporary feel and inspires employees. Like any element of brand marketing, a uniform design and implementation needs to be well thought out and planned.

The six don’ts of uniform design and implementation: • Don’t try and be a designer; leave the designing to an expert. • Don’t ask a brand agency to design the uniform unless they have a uniform side to their business. • Don’t think cheap and drive the project on cost only; you get what you pay for. • Don’t form a uniform committee with more than five people. The more people involved, the harder it is to reach an outcome. • Don’t try and please everybody; it’s impossible. • Don’t get more than three quotes; the more designs and product you see, the more confusing it can be.

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The six dos • Do take the time to engage your staff for feedback about what they would like to see and wear. • Do your homework and have a thorough understanding of who, why, when and where. The clearer the brief, the more fit for purpose the product and service. • Do ensure marketing and HR requirements are taken into account when preparing your brief for the new supplier. • Do insist your brand personality is communicated through the uniform. • Do your homework on previous uniforms in your business - what has and hasn’t worked - and share your insights with your supplier. • Do make sure the uniform design considers and caters to your demographic. Know your team; male/female ratio, average age, any cultural considerations.

An outfit can speak a thousand words and when repeated correctly by each employee, the message to clients and the public is priceless. Companies that take the time to ensure their staff uniform represents the best version of their brand, culture and purpose are more likely to get ahead in sales and performance and remain market leaders in their field. n Pamela Jabbour is the founder and CEO of Total Image Group, which designs, sources and manufactures leading edge, quality uniforms for companies across Australia. With offices in Sydney, Melbourne and China, they dress over 250,000 workers a day. For more information visit www.totalimagegroup.com.au.

SKINCARE

ACTIVE BEAUTY Skincare is now following in the footsteps of the lifestyle movement and catering to the workout market. Emma Dobson looks at the rise and rise of skin fitness.

OVER THE LAST few years’ the trend of Athleisure has exploded, it’s now completely acceptable and normal to see people wearing their ‘Lorna Jane’ gear to work or even out to dinner. Inevitably, it was only a matter of time before the beauty and skincare industry should follow suit, and ‘Active Beauty’ looks set to become one of the biggest trends of 2018. From waterproof mascaras, sweat-resistant foundations in colour cosmetics, skin-fit kits for pre and post workout to skincare that addresses the balance of microbiome for healthy skin – the offerings and innovations in this area have grown dramatically.

lighter packaging, travel-size kits, energy and focus-boosting pulse point oils and supplements. Beware of including products with glass packaging (not only could it smash, it will be really heavy) and choose containers with spill-proof lids and opt for multi-use products to keep the gym bag as light and as orderly as possible. Make available and promote pre-packaged ‘skin activity’ kits, travel sized gym packs, skin-fit coaching sessions and ‘athleisure’ focused skin services such as 10 minute express ‘Face-Fit TM facials – all will appeal to the ‘athleisure’ customer. Consider using fitness and wellness imagery on your various marketing materials to promote and appeal to this very large customer demographic. Also look at the various opportunities to create business affiliations and cross promotion activities with local gyms, personal trainers, sports clubs, yoga and pilates studios as well as sports apparel stores and local organic food stores.

Your Athleisure Kit

Skin Workout

With a noticeable rise in demand for ‘gym-bagbeauty’ it’s a great opportunity for professional skin treatment centres to create a range from your existing products to cater to the active market. Consider that customers are asking for smaller and

Athleisure skincare is all about working with the skin to optimise skin fitness, so it’s important to coach each of your customers on how to keep their skin fit and healthy and educate them on the ‘side effects’ of any fitness program, which are very important considerations when designing and prescribing for ‘Active Beauty’.

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SKINCARE

Our skin completely changes when we’re working out, pores dilate, we sweat more and get super-heated. Exercise increases your circulation and makes skin glow, but there are some downsides to consider, such as congestion, breakouts, bacne, hives, dehydration, flushing and redness!

Clean When you get hot your skin detoxifies with buildup leading to congestion and breakouts. The solution is thorough cleansing. Post workout clean the skin with cool water and a soap free cleanser or you can choose a wipe-off cleanser if you’re on the go to ensure bacteria does not form on the skin’s surface (from sweating) causing congestion, breakouts and sensitivity. Double cleanse first with a PreCleanse Oil to remove excess oils and sweat, followed by a cleanser to suit your skin. ProTip: use an antibacterial face wash with Salicylic Acid for the chest and back to help prevent bacne. Don’t forget: to apply your skin care products once the skin has cooled down and stopped purging (sweating and eliminating) this will allow the skin to absorb the products more effectively. So a cool shower or face wash will help cool the skin. Once out of the shower apply your products ideally within a three minute time frame to prevent more moisture being lost from the skin.

WITH A NOTICEABLE RISE IN DEMAND FOR ‘GYM-BAG-BEAUTY’ IT’S A GREAT OPPORTUNITY FOR PROFESSIONAL SKIN TREATMENT CENTRES TO CREATE A RANGE FROM YOUR EXISTING PRODUCTS TO CATER TO THE ACTIVE MARKET. Refresh and Hydrate Hydration is so important and a key part of any skincare program for anyone who partakes in regular exercise. Before and after a workout, spritz the skin with a non-alcohol based hydrating toner containing Hyaluronic Acid to boost and ‘lock’ the moisture to the skin. You can also apply a hydrating anti-inflammatory toner designed to reduce flushing and redness (take a travel size with you and keep a full size in your fridge for a refreshing skin spritz). It’s also ideal to use a hydrating booster or serum to help replenish the

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lost moisture from the workout and keep the skin glowing. Once or twice a week it’s a great idea to also add a hydrating gel mask into your routine to boost the skin’s moisture levels.

Calm One negative of exercise is skin flushing and redness, particularly for those prone to rosacea or sensitivity. Exercise causes vasodilation which increases surface temperature in an attempt to cool the body down. It also leads to rapid water loss and skin dehydration which further impairs the skins barrier, so hydration is critical. Pre and Post workout: apply a calming, anti-inflammatory moisturiser. A lightweight gel formula will ensure you don’t trap heat or clog the skin. Look for ingredients like colloidal oats and aloe to calm and soothe. A dual Hyaluronic Acid technology will ensure lost moisture is replaced and locked in to prevent dryness and irritation. ProTip: Avoid a sauna or hot shower. The sooner you cool your body down the faster the flushing will reduce.

Care If activity takes you outdoors be sure to apply a physical sunscreen that will adhere to the skin giving you longevity in your UV protection. Once cleansed and calmed, it’s time to repair and return the skin to its optimum state. Post Workout: apply a barrier repair booster to protect skin against further moisture loss and cocoon against the environment. Follow with an antioxidant rich primer with an SPF and you are all set. ProTip: UVA is just as powerful in winter as summer. To help prevent premature ageing, use broad spectrum SPF 30+ all year round.

The takeaway? As Mintel’s Global Beauty & Personal Care Trend 2017 report reveals, the opportunities are endless: sun protection for outdoor sports, hair care products for swimmers and even apparel tie-ups to produce wearable tech. The active beauty trend is no ephemeral fad. The survey predicts it will spawn a plethora of innovations, such as micro-encapsulated, thermally activated products and sport outfits which transmit information on skin temperature and hydration levels to apps tasked with identifying which products to use at any given time. So it’s time to ‘jump-in’ and get active because athleisure beauty is set to run and run! n Emma Hobson is the Education Manager at The International Dermal Institute and Dermalogica, Asia Pacific. For more information call 1800 659 118 or visit www.dermalogica.com.au

BEAUTIFUL LUXURIOUS COVETED

SKINCARE

Pre- and Post-Procedure

DIET ADVICE FOR YOUR PATIENTS Whether preparing for a cosmetic or medical procedure, your patients can give their skin and body a boost while helping to minimise side-effects by following a few simple diet and nutrition guidelines. Dr Leslie Baumann shares her tips.

What to Eat and Avoid Before a Medical Procedure Part of preparing your patients for any kind of procedure, whether surgical or non-surgical, should involve providing detailed instructions for what to do in the days and weeks leading up to their appointment. The goal is to speed up the bodyâ&#x20AC;&#x2122;s wound healing process, as well as to minimise potential side-effects such as bruising, swelling, and hyperpigmentation. To do this, encourage your patients to:

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1. Eat whole foods rather than processed foods. Focusing on a whole food diet has been a recent health and wellness trend for a variety of reasons, including the better management of chronic skin conditions like eczema, rosacea, and psoriasis. Another benefit of swapping out highly processed foods for wholegrains and fresh fruits and vegetables before a surgery or a procedure is that processed foods lead to chronic inflammation, which can prolong the healing process. Conversely, wholegrains possess strong antiinflammatory properties. 2. Load up on antioxidant-rich foods. Antioxidants are important nutrients that provide free radical protection, lower inflammation, and accelerate wound healing. Tomatoes are one great source of antioxidants because

SKINCARE

they are rich in lycopene. This is the antioxidant that gives tomatoes and many other red fruits and vegetables their bright red colours. Other plant pigments like beta-carotene, lutein, and anthocyanins, found in carrots, spinach, and blueberries respectively, are also powerful antioxidants. So encourage patients to eat fresh foods that are all different colours of the rainbow to ensure they’re getting plenty of immune-boosting antioxidants. 3. Avoid taking blood-thinning medications, foods and herbal supplements. Provide your patients with an extensive list of medications, vitamins, and herbal supplements that can thin the blood and therefore contribute to bruising after their procedure. Just a few of the medications and supplements to include on this list to avoid are aspirin, Naproxen, Ibuprofen, Vitamin E, green tea, St. John’s Wort, Omega-3s, salmon, ginger, flaxseed oil and ginseng. Combine pre-procedure diet and nutrition advice with the right topical ingredients as well, including retinoids like tretinoin and retinol. Studies have shown that treating the skin with tretinoin prior to a procedure can accelerate healing (Journal of the American Academy of Dermatology).

DIET AND NUTRITION PLAY AN IMPORTANT ROLE IN THE EFFECTIVENESS OF VARIOUS TREATMENTS AND THE SEVERITY OF SIDE-EFFECTS SUCH AS BRUISING, SWELLING, AND REDNESS AFTERWARDS.

What to Eat and Avoid After a Procedure Afterwards, the goal is still to promote efficient wound healing and avoid severe side-effects. In terms of topical skincare products, retinoids should be avoided directly after a procedure, as well as acidic ingredients that could cause stinging. As for dietary suggestions, advise your patients to eat and avoid these foods and supplements post-procedure: 1. Take Vitamin C and zinc supplements. When taken right after a procedure, Vitamin C and zinc have been shown to help speed up wound healing, making these both beneficial supplements to add to most post-procedure dietary regimens (Surgery Today). As an added bonus, Vitamin C also plays an important role in collagen production, so it can also help to improve the skin’s appearance and fight signs of ageing. In addition to taking Vitamin C supplements, patients can also eat foods that contain high concentrations of this vitamin, such as red bell peppers, citrus fruits, and pineapple. 2. Eat anti-inflammatory foods and antioxidants. Loading up on anti-inflammatory and antioxidant-rich foods is just as important after a

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Special Considerations for Patients with Chronic Skin Conditions In addition to following these general dietary pre-and postprocedure guidelines, patients with inflammatory skin conditions like acne, eczema, rosacea, and psoriasis may need to pay special attention to dietary triggers that could cause symptom flare-ups. Patients with acne should be advised to reduce sugar intake, as high-glycemic diets are the leading dietary trigger of this common skin condition. Some of the biggest food triggers for eczema are milk, eggs, wheat, soy, seafood, and nuts, while gluten is the top contributing food-related factor in psoriasis symptoms. For those with rosacea, spices, hot sauce, tomatoes, chocolate, citrus, and alcohol should be avoided (Skin Therapy Letter).

In Conclusion procedure as it is before. Although inflammation is a necessary part of the body’s natural healing and repair system, chronic inflammation can lead to a whole host of skin and health concerns, as well as an increased risk of complications and side-effects during recovery. Some of the best anti-inflammatory foods to eat after surgery are nuts, whole grains, evening primrose oil supplements and to drink green tea. 3. Take arnica montana supplements. Arnica is an herbal supplement that may help to reduce bruising and swelling after surgical and nonsurgical procedures alike, including injectable fillers, laser skin resurfacing, and liposuction. Patients can take arnica supplements before and after treatment to help minimise side-effects. Arnica is also available in a topical hydrogel pad that can be used immediately after a procedure.

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Diet and nutrition play an important role in the effectiveness of various treatments and the severity of side-effects such as bruising, swelling, and redness afterwards. Providing your patients with specific advice about what to eat and what to avoid before and after their surgery or procedure can help to shorten their recovery time, reduce side-effects, and improve their overall results. Many of these same dietary suggestions may also help to manage inflammatory skin conditions, combat wrinkles and other signs of aging, and improve the skin’s health and appearance. Combine the right dietary advice with the most appropriate topical skincare products for your patients’ skin types for the most effective and comprehensive approach to helping them achieve and maintain healthy, brighter, and younger-looking skin. n Dr Leslie Baumann is an internationally renowned board certified dermatologist, a New York Times best-selling author and media personality. An expert in her field she is the CEO of Baumann Cosmetic & Research Institute. Contact drb@lesliebaumannd.com

BUSINESS

Acne

CAN BE CURED The effects of acne are far reaching for clients on a physical and emotional level – help is at hand. Danne Montague-King reveals that there is a long-term solution.

THERAPISTS ARE FEARFUL of the “C” word! And I suppose ethically to claim a cure is to imply a certain amount of ego and a lot of risk. But when we take a client from Point A bristling with pustules, papules, encapsulated milia and other acneic anomalies to Point B with porcelain, satiny skin, do we say “she is cured” like a televangelist or do we say “she is in a controlled remission.”? Technically every cure is a controlled remission with the possibility that a re-occurrence could be the result if treatment and home prescriptives are not maintained. To remove the burden of acne we first have to understand it fundamentally despite its many confusing varieties. Looking at acne as a single disorder as opposed to its categories medically pidgeon-holed will remove much of the confusion therapists are confronted with to help them know what to do when they don’t know what to do! Acne, from the Greek word “akne” (meaning point) is also known as acne vulagaris if full-blown over face, back and chest—although not always altogether, it’s physically a disease where hair follicles are clogged with dead skin cells and oil from the epidermis. This could be easily addressed by exfoliants and disincrustation formulas if the underlying genesis was not such an aggressive emotional roller- coaster! It all starts with the hypothalamus gland— currently replacing the pituitary gland as our master gland. Think of the hypothalamus as a radio antennae receiving all signals of stress. Stress of puberty segueing into adulthood, stress of dysfunctional

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relationships (onset adult acne) job related or peer group related stress and the worst stress of all, subliminal stress that cannot be identified. The hypothalamus picks up the phone and relays the stress message to the adrenal glands, who becomes very excited and phones the testosterone hormone. He calls up the sebaceous gland in the skin and commands “pump more oil” as a defense mechanism at which point we would have only excessively oily skin. However there is always cuticle build up to contend with. Dead cells stop voluntarily exfoliating and layer, many filling up the shunts of the hair follicle, impacting with sebum. Underneath, the epidermis tries to isolate this foreign impaction, creating a small granuloma or cyst-like pustule which may or may not spike into actual pus. At some point, unable to help themselves the person scratches or squeezes these bumps and P.Acnes bacteria enters the picture, exacerbating the condition, spreading infection everywhere. Here are several steps that can be taken to stop all this ravage:

1. Relieve the skin of its cuticle burden 2. Using special saponification formulas, remove the pre-deposited fats from the follicle

3. Increase capillary dilation and fresh oxygen from the lungs (not topically applied-skin does not breathe)

4. Destroy all P.Acnes bacteria keeping a friendly acid mantle intact 5. Restore homeostasis to all inter-cellular fluids which minimises inflammation.

Skin health internally and topically is better able to fight back and bacterial, parasitic or even viral attack. No one need suffer the scourge of acne. I know this personally as in the late 1950’s I was the poster boy for Pizza Face, so I know what acne clients go through and even though a career is not a straight, thought out pathway I think this catapulted me into this field over 50 years ago. Change a skin, change a life. Truly! n Danne Montague-King a botanical scientist and the founder of DMK has lived by his motto “rebuilding skin, rebuilding lives for over 50 years. He is also the most published aesthetic journalist in the world according to the BBC. Contact www.dannemking.com

ON THE PARK

Aesthetics Conference Sydney 2018 Monday, 13th August INTRODUCING INSPIRATIONAL SINGER/SONGWRITER JOANNA MELAS

Experience Leading Education with a TWIST! This year APAN’s Conference will deliver a new level of depth in educational content as well as fun, through the introduction of new interactive activities adding extra value and contributing to a memorable experience.

THIS ONE-DAY CONFERENCE EVENT WILL FEATURE: •

Leading educational topics

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Industry expert discussion panel

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Staff Recognition Awards

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Latest scientific developments

•

Separate Workshop for Staff presenting “The winning soft-sell strategies”

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Leading social media and business strategies

•

Fun and dynamic networking

FOR FURTHER INFORMATION AND TO REGISTER VISIT WWW.APANCONF.COM/SYDNEY OR PHONE 07 5593 0360 161 ELIZABETH STREET ON HYDE PARK SYDNEY 2000 AUSTRALIA | 02 9286 6000

EVENTS

SHAMELESS COVERAGE Marc Jacobs Beauty launched its Shameless Youthful-look 24w- Longwear Foundation at Bondi Beach Public Bar. Makeup artists colour matched guests with one of the 29 shades available. Marc Jacobs ambassadors Lucy Garland and Michael Ashton attended the event, which included a drag show.

MAKEUP MASTERCLASS BellDonLaqua Istituto hosted a makeup masterclass where Mia Connor, a former ABIA Makeup Artist of the Year, demonstated to 10 enthusiastic students how to achieve her signature flawless looks. Over the two-day course Mia showcased two bridals looks and two editorial looks.

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EVENTS

FROM GLO TO WHOA True Solutions hosted a high tea to introduce Glo Skin Beauty to media, which after 20 years trading as two separate brands, Glo Minerals and Glo Therapuetics, has become one brand. International educator Amanda Von Dem Hagen talked about how products in the new range were a blend of makeup and skincare. JAX BACK Jax Wax attended Cosmoprof Bologna where they met with some of their European wholesalers and found plenty of interest in their wax products from interested participants from around the world. Owners Tina and Geoff Copland demonstrated how to use their waxes to a worldwide audience, who were impressed with their vegan waxes.

MARGIFOX MOB LET LOOSE Margifox Distributors held their fourth Annual Sales Conference in Noosa which included the companyâ&#x20AC;&#x2122;s first awards ceremony to celebrate excellence in the field. Australian entrepreneur Bob Ansett and The Sales Catalyst Founder, Neil Osbourne, spoke at the three-day event.

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EVENTS

BIRTHDAY BAKE OFF Skinstitut celebrated its 10th birthday with a bake off at Vive Cookery School in Rosebery. Beauty media baked cakes using ingredients inspired by products in the Skinstitut product range, before listening to a presentation from general manager Nicola Kropach and marketing manager Zoe Devine. Guests then decorated and ate their delicious creations.

DARK DEPARTURE As part of a global initiative, mesoestetic held their second Specialised Depigmentation Centre training course in Australia. The course, led by mesoestetic international trainer Cristina Casaldáliga, provided training for clinics that work with depigmentation treatments on all related products and treatments.

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EVENTS BEVY OF BEAUTIES Beauty enthusiasts turned out in their thousands to attend Beauty Expo Melbourne. The trade-only event took place at the Melbourne Convention and Exhibition Centre (MCEC) over two days. More than 100 exhibitors offered their innovations in beauty on the expo floor for visitors to explore. Two new initiatives by Beauty Expo Melbourne highlighted brands and products on the show floor that were Proudly Australian and Proudly Natural, spurred by a growing consumer trend toward purchasing products that contain natural ingredients, as well as a desire to support local brands with Australian-made products. The initiatives were implemented following a successful pilot at Beauty Expo Australia 2017 in Sydney. Save the date: Beauty Expo Australia will take place Saturday and Sunday, September 8 and 9, at the International Convention Centre (ICC) in Sydney’s Darling Harbour. Ultraceuticals, Pevonia Botanica, Inglot, Mancine, Comfortel, Pelativ, PAYOT Paris, and France Medical are confirmed as some of its exciting brands on board for 2018. Visit www. beautyexpoaustralia.com.au for more information.

RAW POWER Ao Skincare, a non-toxic cosmeceutical range developed by Harvard trained dermatologist Dr Mark Gray, was launched by Cryomed Aesthetics at a cocktail party in Sydney’s Double Bay. Guests mingled over drinks at Stillery Bar and Dining, while learning about the range, which has been formulated using a cold process to preserve the potency of active ingredients derived from New Zealand.

Hosted or attended a great beauty event? We’d love to hear from you. Please email your clear photos with a brief description of the event to be considered for inclusion in Professional Beauty to our beauty editor, Michelle Ruzzene, at mruzzene@intermedia.com.au.

PROFESSIONAL BEAUTY

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communications

Eternal Health Medical Centre

• Public Relations • Communications • Social Media Marketing

Suite 603 6th Floor 3 Waverley Street Bondi Junction 2022 T: (02) 9337 3589 W: www.eternalhealth.org If you are suffering from any of these: Fatigue, weight gain, diminishing memory, anxiety or insomnia, then your body might be ageing prematurely. At 'Eternal Health,' utilising appropriate nutritional, biochemical and hormonal evaluation, the underlying reason for your disorder will be examined. Using dietary manipulation, optimising digestive and liver function with natural remedies and treating your hormonal imbalances, cellular health, energy and vitality can be restored. This can allow you to enjoy a life filled with enthusiasm, vigour, passion, joy and humour. Seeing a doctor might never be the same again.

E: info@purecommunications.com.au T: 0425 279 091 W: www.purecommunications.com.au

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magine if someone took everything you know about your business and turned it into an effective sales blueprint to increase your turnover.

The SALES CATALYST OPENS SALES OPPORTUNITIES AND CREATES SALES STRATEGIES FOR YOUR BRAND & BUSINESS BRANDS WE‘VE WORKED WITH

www.thesalescatalyst.com.au

Make your business stand out with professional product & beauty photography. Official photographer for “Professional Beauty Magazine”. E: studio@brandeemeier.com.au T: 1300 702 102

Integrate Mind Wellness into your Spa or Salon Through Guided Meditation and Hypnotic Metaphors to:

Evidence Based Skincare That Simply Works

In formulating ESK, our development team focussed on scientific studies published in peer reviewed medical journals and shrugged off pseudoscience or marketing “spin”.

ESK proves that you really can have it all — beautiful skin, ethics and science! The ESK range is cruelty free and contains no harmful chemicals or perfumes, and is suitable for all skin types.

ESK products are available now – contact daniel@eskcare.com for stockist information

www.eskcare.com

✓ De-Stress ✓ Build Confidence ✓ Quit Bad Habits ✓ Control Weight ✓ Dissipate Pain ✓ Eliminate Fears ✓ Become Focused ✓ Abandon Addiction

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Arrange a Complimentary Consultation and Trial Session with Deborah Mangum-Copelli, BA,MA,DipPsychClinHyp,PracNLP M: 0425 263 477 E: deborah@mindwellness.com

www.mindwellness.com Member: ISPA, AHA, ASCH

W O g N irin H

For all the latest holistic beauty information from around the world.

*Actual patient

Love the way you look Dr Joseph Hkeik Expertise and artistry in cosmetic medicine and anti-ageing

www.ethixbeautyblog.com

Visit: www.allsaintscosmedical.com.au Tel: 1300 14 25 36

Photograph courtesy of Anton Kross

STOP PRESS: Salon & Spa Owners Learn How to Make More Money In ANY ECONOMY!

Caroline Nelson, Australia’s leading beauty industry business coach, can transform your salon or spa so that it achieves high profit margins. She has delivered success for hundreds of businesses and can do it for yours too!

• Higher Productivity • Increased PROFITS • More Retail Sales • Less Management Stress

FREE! Business

Coaching * Consultation

Ph: 07 55289 440 0410 600 440

*Please register online at www.SalonSpaBusiness.com for your Free Business Consult Caroline Nelson specializes in helping Salon & Spa Businesses Massively Grow PROFITS

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ADVERTISER INDEX

index Ex-Import Niche Products. . . . . . . . . . . . . . . . . . . . . Cover, 12-13, 43 Advanced Cosmeceuticals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Age Delay. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115 All Saints Cosmedical Clinic. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 Alpha-H. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2-3 APAN. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 Artav Australia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71, 79 Big Review TV. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-5 Biz Cover. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 BLC Cosmetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 Box Hill Institue. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 Brandee Meier Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111 Brow Queen . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Clinical Skincare, Healthcare & Equipment. . . . . . . . . . . . . . . . . . 57 Comfortel Furniture. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Cosmoprof. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Curtis Collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Cynosure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Derma Aesthetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Dermacol. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 DMK DannĂŠ Montague-King. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 E.S.K. (Evidence Skin Care) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Eternal Health Medical Centre. . . . . . . . . . . . . . . . . . . . . . . . . . . 110 Ethix Makeup. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 Inskin Cosmedics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Jax Wax. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 Kitomba. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 Le Beauty & Nail Supplies. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Lycon Cosmetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75, 77 Mancine Cosmetics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85, 116 MDA Masters Dermal Academy . . . . . . . . . . . . . . . . . . . . . . . . . 103 Mind Wellness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Nelson Beauty Business Management. . . . . . . . . . . . . . . . . . . . . . 113 NICHE Education College. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 Pelactiv. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Professional Beauty Solutions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Pure Communications. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 Reed Exhibitions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Syneron Candela. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48 The Sales Catalyst . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111 Timely Ltd. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93 Tru Lux. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111 True Solutions International. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Ultraceuticals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28-29 Ultraderm. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17

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S O LV E YO U R NUMBER ONE BUSINESS CHALLENGE MAKEUP T H AT D O E S N â&#x20AC;&#x2122; T S AC R I F I C E YO U R S K I N

E AT YO U R WAY TO

Healthy SKIN

YOUR TANNING INGREDIENTS UNCOVERED

YO U R D E D I C AT E D

TEAM PU B LIS H E R Professional Beauty Solutions CEO Matt Williams M A N AG I N G D I R E C TO R Lisa Williams C US TOM E R S E RV I C E Jacqui Catt Georgia Rogers Nikki Renni

Amy Hofmann SA LE S Jessica Giraldi Nicole Castle MARKETING & DESIGN Jessica Ruisan Alison Mattock Megan Gillman Ionne Ocampo O PE R AT I O N S & F I N A N C E Renee Hulbert Eliza Tribe Cassie Farrugia

Susan Airey WA R E H O US E & D IS PATC H James Stonham Ellen Thompson

IN THIS ISSUE...

Nicole Harper Patty Apoleski Fiona Auglys Yang Yue

D I REC TO RS L E T T E R

SU CC ES S S TA RTS W I T H I N N OVAT I O N

Georgia Macris-Roper

E N T RE P RE N EU R O F T H E Y E A R

Sharon Stanley Jones

RE V U P YO U R RE V E N U E

T H E N E W MI N E R A L S K I N P RESC RI P T I O N

W H Y L E D I S A SA LO N ’S TO P C H O I C E F O R T EC H N O LO GY

E AT YO U R WAY TO H E A LT H Y S K I N

Rochelle Rose (NSW)

W H AT G O ES O N , G O ES I N

Nicole Street (VIC/SA)

B E AU T Y E X P O

Nicole Burns

BUS I N E SS D E V E LO PM E N T M A N AG E RS Denise Wilkie Lyng (NSW)

Jennifer Conroy (WA) Julie Leverington (QLD)

E D U C AT I O N

D O YO U WA N T TO SU RV I V E O R T H RI V E?

D I SCOV E R T H E K E Y TO SU CC ES S

YO U R TA N N I N G I N G RE D I E N TS U N COV E RE D

T H E BO DY S PA R A N G E T H AT I S S E E N I N T H E WO RL D’S L A RG ES T S PAS & H OT E L S

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LETTER FROM THE

DIRECTORS Welcome to the second annual edition of our Professional Beauty Solutions (PBS) magazine! The last 12 months have been non-stop for PBS, and we have loved every second of it. In 2017, our return to Beauty Expo Australia saw us showcase 10 of our world class brands, plus host a wealth of education from our international speakers, salon owners and dedicated therapists across Australia. We experienced rapid growth with several of our new brands, especially our most recent acquisitions, Pure Fiji and Bestow Beauty and our internal sales support team at PBS grew as a result. 2017 saw us exceed 2,000 salon stockists for our PBS brands, an achievement we have been so humbled to accomplish in such a small period of time. With more salons to service, and provide our world class brands to, this meant that we had to up our game in terms of what we offered to our salon owners. By offering ongoing support across sales, marketing and education we have great plans in place to continue kicking goals for our salons in 2018. Our main focus for the past year has been on the importance of education. Continuous education and training is the backbone of PBS and in the past year – and going forward into 2018 – our focus on helping our salon, spa and clinic partners grow and reach their goals has never faltered from our sights. Our passion is helping build great businesses. We realise that fine tuning your skill set with products and ingredient education is integral to your service, but often the business side of things is forgotten. We want to help you to be the best therapist in the industry, as well as the best small business owners. Our education for 2018 will go beyond brand training and will extend to uncovering industry trends, such as dermo-nutrition, and structuring your business to stay ahead of the competition with forward-thinking marketing strategies and techniques.

Looking to the future, we want to discover more exciting new brands that offer our salons amazing products that their clients will love, as well as an opportunity to build a more profitable and predictable business. Stay tuned!

We are also continuing to produce better business and profitability education in an easy to consume online format, so that our salon partners can learn at their own pace. Our online coaching course, distributed exclusively by PBS, will support our iconic Passion to Profits workshops and group coaching programs, as well as our popular Facebook Live sessions.

We feel very fortunate to be entrusted with the amazing brands we distribute and nothing gives us more pleasure than when we hear a salon owner tell us how much they trust us. We want to continue to deliver on our promise to constantly help you achieve your goals as a salon owner and become the most trusted and supportive distributor the industry has ever seen.

Continuing what we started 12 months ago in our first ever PBS magazine, we are showcasing what is new in our brands, including top trending concepts, new product innovations and an exciting new brand reveal exclusive to this issue, Lük Beautifood!

We can’t wait to see what 2019 has to offer.

Matt & Lisa Williams

To build a successful and profitable model for your business, we are always on the lookout for new, exciting and innovative brands that fit our criteria and the philosophy of our salons and spas. We are certain Lük Beautifood does just that, and more, with its trending organic formulas that continue to leave a lasting impression within the beauty industry.

W E BS ITE W W W. PRO B E AUT YSO LUT I O NS .COM . AU

PBS Directors

E M A I L I N FO @ PRO B E AU T YSO LU TI O NS .COM . AU

#PROBEAUTYSOLUTIONS

YOUR SKINCARE

SUCCESS STARTS WITH

INNOVATION

Whether you are big or small, your business is vulnerable if you fail to innovate and create a better product or service for your customers. We delve deeper into why innovation is the cornerstone of all business success and why Image Skincare is leading the way.

he word ‘innovation’ is often associated with large-scale businesses and global brands, but as a small business owner, you too should be focused on innovation in order to stay competitive. Businesses that innovate not only have an edge on their competitors in attracting new customers, but are also more likely to attract new talent, which often leads to greater innovation. This is how the gap widens between companies who lead, and those that follow.

The benefits are tangible. The Australian Bureau of Statistics’ Innovation in Australian Business report showed that 91 percent of innovating businesses benefitted from improved goods, services, processes or methods. Customer needs are constantly changing, and the most innovative businesses predict changes in the marketplace, providing solutions before their customers even realise they need them. “We are always looking for breakthrough brands that produce cutting-edge product innovations. We love big ideas that lead to big results for our salon partners,” says Matt Williams, CEO of Professional Beauty Solutions. “If there is one skincare company in the world of professional skincare that is innovating more than any of its competitors, it’s Image Skincare,” says Williams. “They don’t rest on their laurels or wait for competitors and customers to demand new products, instead they are constantly researching new ways to innovate and stay ahead of the trends.” In the last three years alone, Image Skincare has developed or reformulated a total of 46 products! Here are a few of our most recent favourites: 4

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

INNOVATION DISTINGUISHES BET WEEN A LEADER AND A FOLLOWER Steve Jobs

YOUR SKINCARE V ITA L C H Y D R AT I N G WAT E R BU RS T: G I V E S K I N A D RI N K O F H20 A lightweight, transformational gel texture formulated to burst into intense hydration. Upon application, the water burst technology releases a f lood of antioxidants, hyaluronic acid, vitamins and peptides to provide a youthful, radiant, healthierlooking complexion.

V ITA L C H Y D R AT I N G A N T I OX I DA N T AC E S E RUM : MU LT I V I TA MI N F O R YO U R S K I N A concentrated essence for the skin, this powerful cocktail of three forms of vitamin C, along with vitamins A and E naturally helps the skin look more radiant. A power blend of antioxidants including green tea, echinacea extract, as well as red rose wine extract provides maximum protection and reduces the visible signs of ageing such as fine lines and dryness.

T H E M A X S T E M C E LL N E C K LI F T: F O RG E T FROW N L I N ES; YO U R T RU E AG E I S S E E N I N YO U R N EC K & JAW This ultra-firming neck and décolletage lifting crème targets sagging and lax skin, deep creases, wrinkles and fine lines. Containing the MAXimum concentration of innovative award-winning peptides combined with plant-derived stem cell technology that helps increase elasticity; the cream brightens, tightens and defines the neck and jawline. Image’s exclusive Vectorize Technology™ delivers a complex of encapsulated ingredients time-released up to 48 hours for a long lasting, intense effect which will leave you looking younger with just a few applications.

N E W O R R E F O R MU L AT E D P RO D U C TS I N A S LIT TLE AS THREE YEARS

AG E LE SS TOTA L PU R E H YA LU RO N I C 6 F I LLE R: P LUMP I N G P OW E R W I T H O U T A N I N J EC T I O N This concentrated one of a kind topical filler contains six forms of lower and higher molecular weight hyaluronic acids to rapidly smooth away the appearance of fine lines and wrinkles. The time-released hyaluronic acid acts like a sponge that pulls in hydration and turns back the hands of time for immediate and noticeable fullness.

AG E LE SS OV E R N I G H T R E T I N O L M A SQU E : RE V E RS E AG E I N G W H I L E YO U S L E E P This advanced fusion of triple action timereleased retinol technology helps to increase firmness, reduce the appearance of fine lines and wrinkles, and improve skin imperfections. Using Image’s trademarked unique delivery system, the masque allows pure retinol to be easily absorbed into the skin with less irritation and superior results. Formulated with water bank technology to continually release hydration, as well as marine collagen microspheres, this overnight masque delivers retinol deep into the skin to support intensive skin remodeling and locks in nutrients for the ultimate beauty sleep.

V ITA L C H Y D R AT I N G OV E R N I G H T M A SQU E : B E AU T Y S L E E P N OW I N A B E DS I D E JA R Infused with a triple mineral complex, this overnight treatment delivers water into the skin and locks in vital nutrients while you sleep. Blue-green algae extract, a natural retinoid alternative, helps the skin appear smoother and diminish the appearance of wrinkles, while hematite and malakite provide unique mineral radiance for stressed skin. ■

To find out more about Image Skincare’s innovative vision and the accompanying cutting-edge skincare line, featuring over 460 active peptides, lightening agents, AHA/BHA’s, retinols, vitamins and sun protective ingredients, call 1800 625 387 or visit www.probeautysolutions.com.au/imageskincare #PROBEAUTYSOLUTIONS

YOUR INSPIRATION

ENTREPRENEUR OF THE YEAR

Janna’s claim to skin innovation success This independent businesswoman, mother, and licensed esthetician started her business from her one-bedroom Houston apartment in 2003. Her range of innovative, professional-grade skincare products are now taking the world by storm. We talk to Image Skincare CEO and Founder, Janna Ronert on her success, innovation and her plans for 2018. W H E N YO U S TO P I N N OVAT I N G I N T H E I N D US T RY, YO U R B R A N D W I LL D I E Janna and Marc frequently travel the globe in search of the latest breakthroughs in technologies and ingredients. They recently travelled to Korea to investigate the latest trends in K-beauty. “As relentless innovation is the backbone of our brand, we continue to evolve our formulations to keep up with an ever-growing industry that will discard you at the drop of a hat if you stand still,” says Janna.

F ROM H UM B LE B E G I N N I N GS From a small-town country girl from Nebraska, to the founder and CEO of one of the biggest skincare brands in the world, Janna Ronert is one remarkable woman.

NEVER UNDERESTIMATE THE MEANING OF A

TEAM—THE PEOPLE WHO WILL STRIVE TO GET TO THE

Established only 15 years ago, today Image FINISH LINE Skincare is one of the most highly-regarded professional skincare brands in the industry, sold in over 60 countries and with 20,000 salon professionals under its belt. Now, whether it’s managing her family dynamics at home with her twins, or leading the charge at the head of a global business, Janna’s incredible work ethic stems from her keen determination, pushing through obstacles throughout her career to get Image where she knew it could go. As one of the most successful female CEOs in the industry, Janna’s fearless dedication in seeking innovation where others wouldn’t dream about, has led her to be honoured with Ernst & Young’s Entrepreneur of the Year Award in 2012, and recognised among the top 200 CEOs in the USA. T H E T E A M T H AT K E E PS O N G ROW I N G Despite Image Skincare’s growth, Janna’s strategy remains as simple as it did when she had a single employee and no customers, working out of her apartment. “There are two things that are responsible for our success as a brand: Our passion for developing innovative products, and our amazing team of more than 200 employees that are inspired to be the very best in the industry,” explains Janna. Janna and her business partner/husband, plastic surgeon Dr. Marc Ronert, believe that employees should be treated like family, and their loyalty and dedication rewarded at every turn. “Never underestimate the meaning of a team and those who will strive to the finish line with you. I strive to remain grounded and focused on my employees, as much as my customers, and to keep them highly engaged with the brand and empowered to meet their life goals,” says Janna. 6

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

WITH YOU.

“We’re constantly working on evolving the brand with new innovations but we also continue to go back and reformulate bestsellers in the range.” Core to her business strategy is driving customers to Image Skincare professionals, though Janna admits that the advent of digital continues to present a challenge to the industry.

“Even in the face of the digital revolution, as a former esthetician myself, I believe that a website will never replace a good facial. The biggest challenge for the coming years is meeting the needs of customers who want to buy authentic products online, while continuing to educate them about the importance and value of professionals in the skincare industry. Every leader of our industry will need to find the right balance between digital and offering a personal face-to-face diagnosis and treatment plan.” W H AT IS I N S TO R E FO R 2018 Today, Janna juggles her roles as a CEO, public service advocate, wife and mother, and international health and wellness speaker. She continues to inspire women around the world with her passion, dynamism and leadership. With a growing list of celebrity fans including Cameron Diaz and Miley Cyrus, Image was listed on Inc. 500’s ‘Fastest Growing Private Companies in America’ in 2017, along with other corporate giants such as Microsoft and Chobani. “At Image Skincare, we are always shattering our own ceilings. In 2018, we’re focusing on researching the next professional skincare secrets to help you Age Later. Our 2018 NEW products are light years ahead of the curve and transformational to the professional treatments and services you provide every day.” says Janna. ■ Discover the woman leading the charge at the head of Image’s global reach. To enquire about becoming an Image Skincare stockist, or for more information, call 1800 625 387 or visit www.probeautysolutions.com.au/imageskincare

YOUR TRENDS

REV UP YOUR REVENUE

WITH LASHES

The global trend to take over in 2018 With a 152% surge in searches in the past 12 months, Pinterest predicts that ‘next level lashes’ are set to be the top beauty trend for 2018! We explore how your business can take advantage of this trend and boost your profits through the roof.

f you could only choose ONE beauty product to wear each day, mascara is the hands down winner, according to a recent Lab42 makeup habits study. There is no question that the demand for long thick lashes is continuing to skyrocket—with the global lash enhancement market is predicted to grow 5.8% per year for the next five years AND reach US$513 million in the United States by 2023 (Marketing Research Future 2018). Powered by the development of better eyelash enhancing agents and rapidly improving cosmetic technology that go beyond standard expectations, women across the world are on the search for treatments or products that will get them ‘next level lashes’.

IF THE Y COULD ONLY CHOOSE ONE, MASCAR A IS THE NUMBER ONE BE AUT Y PRODUC T WOMEN WOULD USE E VERY DAY. Capitalising on this burgeoning trend is more crucial than ever to keep up with what your clients will mandate. The majority of women want longer, thicker and darker eyelashes, but in an industry that often demands a quick and inexpensive fix, unfortunately many of your clients simply won’t be willing to fork out the dollars or have the time for laborious extension services.

TAKE YOUR LASHES FROM HOW TO WOW! G ROW T H S E RUM S T H AT WO R K

B RUS H O N E X T E N S I O N S

The industry has come a long way since the early days of lash serums that caused redness and watering, darkened eyelid skin and eye-colour of those that carried the chemical, prostaglandin.

When you’ve heard hundreds of horror stories of people gluing their eyelids together, or the struggle to upkeep eyelash extensions every two to three weeks, something that gives you the appearance of extensions in under 60 seconds sounds like a godsend!

We love the advanced Image Skincare Lash & Brow Enhancement Serum, as the serum of choice due to its intensified, prostaglandin free formula. Backed by clinical tests, and utilising a potent blend of peptides and plant stem cell extracts, this wonder product enhances the appearance of sparse lashes and brows while conditioning and supporting follicles. Not only can you see visible results in as little as two weeks, but advanced serums of today fortify the hair to protect against breakage, and prevent further hair loss, making it perfect for those who struggle with thinning hair.

It only takes three easy steps to enhance your lashes up to 300% with the Cherry Blooms Fibre Lash Extensions Mascara, thanks to the power of brush on fibres. No glue, no mess! This number one salon recommended eyelash extensions solution adds 3D volume and instantly produces longer, more natural looking lashes without the finicky process of extensions or lash lifts. As simple and familiar as applying mascara, let your customers trial a tester of the lash building black fibres, and watch this product sell itself! ■

This has resulted in many salons side-stepping the semi-permanent, expensive lash lift and extensions path for easier, simpler products that provide instant lash enhancement. We take a look at two trending lash innovations that don’t require the time or complicated training of lash extentions, but still allow you to provide the results your clients are looking for. *Lab42 ‘The Foundation of Female Millennials’ Makeup Habits’ report

O’Hara Skin & Body Clinic’s results of visibly thicker brows after 2 weeks of using the Image Skincare Brow & Lash Enhancement Serum.

Take this global trend to new heights in your salon today. To learn more about Image Skincare and Cherry Blooms Cosmetics, and how they can help boost your profits, call 1800 625 387 or visit www.probeautysolutions.com.au

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YOUR MAKEUP

THE NEW MINERAL SKIN PRESCRIPTION

A B B E Y E DWA R DS , SA LO N OW N E R & YO U N G B LO O D S TO C K I S T

Why Treating the Skin Doesn’t End at Skincare Makeup is something we wear almost every day of our lives, and the ingredients makeup companies boast can significantly impact the health of our skin. So, why don’t we prescribe makeup in the same way we do with skincare?

ne thing is certain—women visit salons in order to improve the health and beauty of their skin, and feel good while doing it. So, why do so many women then layer on makeup that contains harmful chemicals, preservatives and fillers, and that can clog pores, essentially undoing all the beautiful work your therapist has put in?

There is no question that consumers are now looking for makeup that does more than make you look good. Powerful healing and moisturising properties in makeup and clinical cosmetics brands are reigning supreme in the current skin-obsessed climate. In fact, a recent study* found that doubleduty functionality is a strong winner in the makeup industry, with built-in skincare benefits like sun protection and quick healing significantly rising in popularity. Imagine makeup so pure that it won’t irritate or re-inflame your skin concerns, even after something as traumatic as a cosmetic operation. Welcome to the world of mineral cosmetics. 8

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

Long before mainstream brands had cottoned onto the powers of minerals for the skin, Youngblood founder Pauline Youngblood knew the industry needed a range that let the skin breathe and heal, much like skincare. Determined to develop a makeup line that would not only reduce the appearance of marks, but also act as a skin treatment, even for her own acne prone skin, she began working with chemists, dermatologists and cosmetic surgeons, blending superior formulations of micronised minerals to create her own concealing powder for use on patients with special cosmetic needs. With 95% of female millennials using makeup to enhance their features, and 85% using it to hide their flaws*, isn’t it time you chose a makeup brand that doubles as skincare and further assists the health of your client’s skin? ■

I SUFFER FROM PSORIASIS ON MY SKIN. THIS BEFORE AND AFTER IS A CLEAR INDICATION THAT YOUNGBLOOD MINER ALS CAN GIVE YOU FL AWLESS COVER AGE FOR ANY SKIN CONDITION Abbey Edwards, Salon Owner & Stockist

Discover why mineral makeup should be a part of your skincare routine. To enquire about becoming a Youngblood Mineral Cosmetics stockist, or for more information, call 1800 625 387 or visit www.probeautysolutions.com.au/youngblood-mineral-cosmetics

YOUR MAKEUP

M A KE U P TH AT H E A L S A N D CO N C E A L S

P H OTO C R E D I T: @YA E L L E _ P R AC H T

D ISGU IS ES TH E MOS T TRY I N G S K I N M A RKS

Patients who have undergone microdermabrasion, IPL, chemical peels, or surgery have specific makeup needs, due to the tight, raw and often sensitive skin they’re temporarily left with. Youngblood’s hero Loose Mineral Foundation contains only the highest-grade, finely triple-milled minerals like mica and titanium dioxide to cover skin blemishes, heal, and soothe post-operative skin.

Despite the lightweight and ultra-fine formula, Youngblood is capable of camouflaging heavy bruising, birth marks, pigmentation and even tattoos. While many other makeup brands claim full coverage, their heavy and oil-based foundations can cause a new array of problems. Youngblood’s loose minerals and cream-based products are also incredibly buildable without looking heavy, naturally enhancing the features you want to boost, as well as glossing over the blemishes you want to mask. They also contain the ingredient mica— a mineral known for its ability to reflect light and conceal discolourations on the skin, along with other skin-friendly, vegan ingredients that uniquely build up superior coverage. B LO G G E R A MY E L S E G O O D B I R T HM A R K COV E R AG E U S I N G YO U N G B LO O DS’S LO OS E M I N E R A L F O U N DAT I O N

“Youngblood is the perfect product to use after a cosmetic procedure such as injectable treatments, or microdermabrasion. Patients walk out the door looking great and feeling confident. I can confidently say I won’t use anything else because of the natural looking coverage Youngblood offers and the fact that I know my client’s skin will be healthier by not wearing heavy liquid or oil-based foundation.” – Dr. Kathy Gallagher, Shine Creating flawless coverage Women’s Health Clinic.

MAKEUP THAT doesn’t sacrifice your skin that seamlessly doubles as skincare. Discover why Youngblood has influenced the industry as a healthy, lightweight alternative that really performs to suit your needs:

SA FE FO R AC N E I C A N D RE AC TI V E S K I N Like skincare formulated specifically for acne sufferers, Youngblood leaves out those heavy clogging ingredients such as the filler talc that can trigger reactions and exacerbate acneic breakouts. Youngblood is specially formulated to not just cover but also helps to minimise skin irritation and safely conceal redness common with reactive pores and inflamed skin. Free of synthetic fragrance, the natural mineral formula will allow your skin to breathe and function normally.

As traditional makeup often contains chemicals, oils, petroleumbased colourants and other additives that can irritate sensitive skin, Youngblood is the best choice for inflammation and rosacea, working to neutralise and conceal redness in only a few minutes.

P H OTO C R E D I T: @T H E B E AU T YA N DT H E G E E K AU

“Being a medical and cosmetic skin clinic, there is a serious side to addressing our client’s skin concerns. Having a product like Youngblood to recommend aids in the process of correcting acneic skin problems and gives us the tools to obtain real results. Youngblood is an integral part of our business and we can’t imagine not having it in our clinic!”– Simone, Laser and Dermal Technician.

The warm tones in the earth-milled minerals tone down the look of redness on the skin and will not bleed through during the day. “I once had a mother of the bride with really bad rosacea. She was terribly self-conscious and had tried almost every product on the market. After I applied the mineral foundation, she was absolutely shocked at the coverage it gave, concealing her redness. She looked amazing and could not wipe the smile from her face. She said she wished she had heard about Youngblood years ago!”–Michelle, Makeup Artist.

P H OTO C R E D I T: @T H E B E AU T YA N DT H E G E E K AU

N E UTR A LIS ES RE D N ESS A N D S E NS ITI V IT Y

*The NPD Group, 2016 ‘Makeup In-Depth Consumer Report’

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YOUR TECHNOLOGY

WHY LED IS A SALON’S

TOP CHOICE FOR TECHNOLOGY When deciding what piece of equipment to invest in for your salon, the range of choices can be very overwhelming. We explore which stand-out factors you should consider.

s salons strive to give their business a competitive edge, the services and results you can offer your clients is often determined by the equipment you invest in. With so many choices available and some technologies costing tens of thousands of dollars, this is a decision you can’t afford to get wrong. We look at the top three questions you should consider to ensure you find a solution that will meet both your client’s needs, as well as ensuring your business profitability. 1. What are the costs associated with offering this service? Salon owners are not only searching for equipment of the highest quality, they are also demanding cost effective machinery with minimal labour requirements. Certain technologies require long and intensive training that can be difficult to maintain if staff turnover is a challenge. Having multiple team members away for weeks of training is a real cost to your business and must be considered. 2. What is the ROI? If you are going to invest a large sum of money into a piece of equipment, you want to be confident that it can pay for itself and generate profit, quickly and easily. If you require a specialist to perform the treatment, ask yourself how many treatments can physically be performed each week, and will that limit the return on your investment? 3. Will the treatment provide my clients with the results they want and offer me a competitive advantage? With the non-invasive cosmetic treatment industry topping $1 billion; more than ever, clients are looking for easy and pain free treatments they can do on their lunch breaks. You also need to consider whether the treatment you are considering will give your clients the results that they (and you) are after, with minimal downtime and discomfort. When we asked the industry to nominate the most innovative beauty equipment, one that would tick all of the boxes mentioned above, the resounding response was LED. 10

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

W H Y LE D? LED Phototherapy is a non-invasive, pain-free treatment that harnesses the power of clinically proven light wavelengths (Blue 415nm, Red 633nm & Near Infrared 830nm) to deliver safe and effective results on a wide range of skin concerns, from acne and ageing skin to psoriasis and dermatitis. Many industry professionals have called it a “cure-all” treatment. But not all LED machines are created equal. There are numerous choices in the marketplace, so if you have decided to invest in LED, you will then need to investigate which LED is best for your business and your customers. T H E D E R M A LUX D I F F E R E N C E While the demand for LED Phototherapy has increased significantly in recent years; until recently it was believed that LED light therapy machines could not effectively deliver more than one wavelength at a time. But after working with some of the best scientists, doctors and LED light specialists in the world, Dermalux founders, Huw Anthony and Louise Taylor have completely debunked this theory with their release of the Dermalux Tri-Wave system. The Dermalux Tri-Wave is the ONLY system that can deliver all three wavelengths at once and separately, achieving results three times faster and proving to be three times more effective than any other LED machine on the market. With the added benefit of no need to change bulky heads, the single head of the Dermalux enables you to target multiple indicators in a single session. U N RI VA LLE D PRO F ITA B I LIT Y Requiring no consumables and minimal labour to perform, the hightech treatment has the potential to be, by far, the most profitable treatment on your menu. From an investment perspective, Dermalux LED can boost your revenue by up to 400 percent! A N D T H E W I N N E R IS ... The continued popularity of Dermalux as a results-driven, noninvasive treatment choice is primarily due to its unrivalled clinical efficacy, quality and the safety profile it provides. In fact, the Dermalux LED Tri-Wave has won ‘Best Treatment’ at the prestigious Aesthetics Awards for FIVE consecutive years, (2013-2017).

YOUR TECHNOLOGY We spoke to some of Australia’s leading salons to find out how Dermalux has impacted their business: W H AT M A D E YO U WA N T TO PU T LE D I N YO U R BUS I N E SS? Christine Ewart–The Beauty Spot Swan Hill, VIC: As a salon in a small country town, I was tired of hearing clients say that they travelled out of town to have treatments such as LED. This made us determined to take our skin treatments to the next level. Dermalux LED was the non-invasive skin treatment I had been looking for to treat many types of skin conditions as effectively and efficiently as possible. Anita Van Doren–Murrumbateman Wax & Relax, NSW: I had witnessed the amazing results LED could provide when I underwent a series of treatments for pigmentation and rosacea myself. When I made the decision to invest in skin technologies for my own salon it was an easy choice to start with LED as it is such a versatile piece of equipment and I already had faith in its effectiveness. W H E N R E S E A RC H I N G LE D U N IT S , W H AT D I D YO U LO O K FO R?

allows us to treat a much larger range of skin concerns far more effectively. It was also the only machine that was pre-programmed to treat an array of skin issues and this reduced any confusion amongst staff as to how to set parameters for treatments. Dermalux also had the most up to date look; it was definitely the most aesthetically pleasing to the eye, plus they also offered great marketing material and training support.. H OW H A S D E R M A LUX LE D C H A N G E D YO U R BUS I N E SS?

I HAVE NEVER HAD SUCH A PROFITABLE TREATMENT! DERMALUX REALLY IS A STAND ALONE WOW FACTOR IN OUR SALON. Samantha Barton, Blush Boutique ACT

Christine: When I first began looking at LED, there were many units which only offered one wavelength of light – that being red, and you had to purchase different heads to change the wavelength of light. This wasn’t appealing to me as it’s not only costly but seemed time consuming. I was also looking for a machine that was easy to maneuver in our small salon space, in an innovative yet comfortable design for my clients. Anita: The decision to purchase an LED machine represented a substantial financial outlay for my country town salon, so I was conscious that I had to ‘get it right’. I was particularly looking for a machine that demonstrated clear, clinically-proven results, was easy to operate and was backed by great after-sales service. Dermalux ticked all these boxes for me and my clients love the results it delivers. W H AT WA S IT A BO U T T H E D E R M A LUX T H AT S TO O D O U T A BOV E OT H E R U N IT S? Samantha Barton–Blush Boutique, ACT: Dermalux was like nothing I had seen before. I trialled several brands of LED and Dermalux was definitely the stand out. I love the options to overlay the lights to target more than one skin concern without compromising the results. We are able to do this easily as Dermalux only uses one head, so no swapping light heads! Dermalux is also backed by some of the best case studies I have ever seen from any LED in the market. Jody Robson–Body Central, WA: During the business research period, I realised quickly that Dermalux was a ‘stand out’ device. Dermalux was the only machine that could offer all three wavelengths simultaneously. This was a huge selling point as it

Michelle Grove–Indulgences Beauty Therapy, NSW: Dermalux definitely achieved what I was hoping it would by greatly advancing our skin treatments. We are able to better target our clients’ concerns, and we have had phenomenal results with acne and dermatitis. The results speak for themselves and our clients are hooked! I can say that within five months of using our Dermalux it had paid for itself, making it one of my best business investments so far! Samantha: It has absolutely changed our business! We have become more of a specialty skincare clinic, and every client that has a LED treatment in salon walks away hooked! From a financial perspective, I have never had such a profitable treatment! Dermalux really is a stand-alone WOW factor in our salon. WO U LD YO U R E COM M E N D B RI N G I N G LE D I N TO A SA LO N BUS I N E SS? Christine Absolutely! It is one of our most profitable treatments (only costing 20 cents per treatment). It can even be treated as a “self-serve” treatment, the therapist doesn’t have to stay in the room. The results we have seen in as little as three treatments are amazing. Clients love that it is non-invasive, has no downtime, and can be done in as little as 30 minutes. I would recommend the machine to anyone looking at taking your skin treatments to the next level. Michelle: Yes, I would! This wasn’t the first piece of machinery I had invested in but it has definitely been the best, a real game changer. I would encourage anyone to back yourself and your team, and invest in the Dermalux, you will love the possibilities it offers. ■ To discover the benefits of Dermalux and to find out how this award-winning treatment can transform your clients’ skin, and give your business a boost, call 1800 625 387 or visit www.probeautysolutions.com. au/dermalux

• MULTI-AWAR D WINNING L ED TR EATMENT •

WINNER 2013 BEST NEW TREATMENT

#PROBEAUTYSOLUTIONS

YOUR WELLNESS

EAT YOUR WAY TO HEALTHY SKIN

The power of nutrition to transform skin from within cannot be overestimated, says Janine Tait, founder of Bestow Beauty. Here she explains why it is important for therapists and their clients to become educated in the holistic approach to treating problem skin.

hen you run into a problem with your skin, what is the first thing you do? Most women instinctively look for a new skincare product or treatment. While of course, the right topical skincare strategy is essential, it is still only half of the story.

A holistic approach to skincare is about considering the whole person and viewing skin as a reflection of your life. It is all about identifying and addressing underlying nutritional and lifestyle factors which are contributing to skin problems, and wreaking havoc on how the body feels. Quick-fix methods can often make temporary improvements, but from my experience as a therapist, genuine skin transformation is only possible when you work from within. Our skin needs a wide range of nutrients in order to thrive, heal and resist premature ageing. Dull, lifeless, inflamed or spotty skin are indications that your body is not getting enough of the nutrients it needs for optimal health, or that poor diet is actively working against a clear complexion. As holistic skincare therapists, we need to tackle skin nutrition by following two paths. Firstly, we need to nourish the skin from within with the essential nutrients required for skin health. Secondly, we need to remove the food and drinks which inflame and aggravate skin. ‘Heating’ foods are a particular food group that must be addressed when working with those who struggle with inflammatory skin conditions like acne, rosacea, eczema, dermatitis or overall redness and sensitivity. AVO I D FO O DS T H AT H E AT T H E S K I N There are certain foods that can heat and inflame the skin from within, often causing ‘flare ups’ of rosacea or breakouts. Common ‘heating’ culprits are caffeine, alcohol, and spicy food, but even strawberries and oranges can have an inflaming effect. Other major foods to avoid are chocolate, peanuts and curry. These foods are called vasodilators – ‘vaso’ referring to the blood, and ‘dilating’ meaning to expand. They sensitise skin by increasing blood flow through the fine capillary system that feeds the skin cells. Obviously, this will exacerbate sensitive skin and cause it to immediately react. A LT E R N AT I V E S The Bestow way of eating avoids all heating foods and uses healthy alternatives instead to nourish and support beautiful skin. If you want to overcome skin problems like acne, rosacea, dermatitis or congested skin, in addition to avoiding the above foods, you should also be looking for skin-friendly alternatives to reduce ‘flare ups’. Drinks such as herbal teas, dandelion or turmeric lattes are great alternatives to coffee. Raw nuts such as almonds or brazil nuts are an excellent replacement for salted peanuts, and less ‘spicy’ spices like cinnamon and ginger are great substitutes for chilli. Unlike other ‘heating’ citrus fruits (such as orange), lemons boost digestion and provide plentiful amounts of vitamin C, an important antioxidant that is vital for the production of collagen. Bestow Beauty’s range of organic superfood powders, oils, herbal teas and recipe cookbooks are perfect for overcoming several skin problems. Each delicious, skin-friendly Bestow recipe avoids heating and congesting foods, and opts for soothing alternatives instead, focusing not on what you can’t eat, but what you CAN eat. Like all wellness journeys, learning to work holistically requires change, patience and dedication in the beginning, but it is truly a beautiful way to live. ■

JA N I N E TA I T, F OU N DE R OF BE S T OW BE AU T Y Janine Tait is a qualified Beauty Therapist and Dermo-Nutritionist in New Zealand. In 2009, she founded Bestow Beauty, a range of organic super-food blends, recipes and rituals to nourish the skin from within. W W W. B ESTOW B E AUT Y.COM . AU

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

YOUR WELLNESS

WHAT GOES ON

GOES IN

As consumers realise how the health of their skin is directly influenced by the nutrients that are available to them, we look into the rise of the ‘Clean Beauty’ movement and what your business needs to do to stay ahead of this leading trend.

ike pre-packaged food, many beauty products don’t deliver the benefits they promise, and eye-catching packaging coupled with flashy marketing can disguise a host of unhealthy ingredients. With consumers catching onto this ruse, it’s no wonder many are starting to scan beauty labels as thoroughly as they would their food, and calling for products that are healthy, ‘clean’ and safe. Clean beauty products are not only free from toxins – like carcinogens and endocrine disruptors that can enter your bloodstream and cause havoc to your skin – but are also harnessing the power of superfoods as key ingredients. Think nut oils, chia seeds, probiotics, berry extracts and more, that contain high levels of antioxidants and anti-inflammatory properties, proven to calm and protect skin when applied both topically and consumed internally. One company leading the ‘Clean Beauty’ movement in Australia is Lük Beautifood. While conventional lipsticks can be a source of harmful chemicals, Lük Beautifood harnesses the powers of natural produce to boast a range of all-natural, clean Lip Nourish Lipsticks, infused with food-active ingredients, like avocado, citrus and cacao. “More and more women are realising that beauty is a natural extension of health, which can be heavily affected by the products you use daily,” says Cindy Luken, founder of Lük Beautifood. After realising women wanted the opportunity to cultivate natural beauty without compromising on health or wellbeing, Cindy Luken – a food scientist and chef in her own right – used her knowledge to develop toxin-free lipsticks in 2012. Following much trial and error in her test kitchen and experimenting with delicious nutrient active ingredients, Luken knew she had caught onto something that would change the traditional cosmetics market. “Our products are made from organic ingredients that you could literally eat, without a second thought. And when you consider that the average woman ingests 1.7kg of lipstick in her lifetime, that’s pretty important!” says Luken. It is clear that the ‘Clean Beauty’ movement is gaining even more momentum, now extending beyond a fringe group and into the masses at beauty counters. Made popular by the likes of Gwyneth Paltrow and Miranda Kerr with their brands Goop and Kora Organics respectively, ‘healthy’ and ‘toxin-free’ are prominent buzzwords among the modern beauty user, who will unreservedly demand products that align with their lifestyle and values. As the retail and service sectors rapidly rise in this ‘clean’ product space, it is crucial for businesses to cater to this forward-thinking market with beauty brands created to accommodate this trending shift. ■ Lük Beautifood is now distributed by Professional Beauty Solutions. To learn more about the ‘clean beauty’ trend, and stocking Lük Beautifood in your salon or spa, call 1800 625 387 or visit www.probeautysolutions.com/lukbeautifood

#PROBEAUTYSOLUTIONS

YOUR EDUCATION

SUPPORTING THE BEAUT Y INDUSTRY B E A U T Y E X P O AU S T R A L I A • 8 & 9 S E P T E M B E R 2018 • I C C , DA R L I N G H A R B O U R S Y D N E Y

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

EXPO EDUCATION

SESSIONS NOT TO MISS Join PBS as we bring you industry leading professionals from across the globe to speak at Beauty Expo Australia. We invite you to delve into the latest innovations and trends in the industry over the two-day event. TO PI C : A H O LIS T I C A PPROAC H TO A N T I -AG E I N G Speaker: Janine Tait, Bestow Beauty Founder Janine will shine a light on the science of holistic anti-ageing factors like skin nutrition, gut health, sleep quality and exercise choices. Learn how to support your clients to establish healthy life patterns and wellbeing rituals that will nurture healthy, youthful skin.

RECOGNISING OUR SALONS The Professional Beauty Solutions’ 3rd Annual Awards Gala Dinner is the ultimate night to celebrate and recognise our remarkable salon and spa partners! Each year, we announce the prestigious “Salon of the Year” award, which goes to the salon with the strongest commitment to growing their business and demonstrates excellence in the service they offer. Plus, our “Stockist of the Year”, “Marketing Excellence” and “PBS Passion” awards for those salons that deliver unparalleled results and show a sense of utmost pride in their work.

Janine Tait is New Zealand’s leading dermo-nutritionist and respected leader within the holistic beauty and wellness movement and will be sharing her wisdom gained over 30 years as a beauty therapist. TO PI C : T H E SC I E N C E O F PE E L S & COM B I N E D T H E R A P I E S TO PI C : I N G R E D I E N T R E VO LU T I O N Speaker: Dawn Clifford, Senior Director of Education, Image Skincare Dawn will take you on a scientific skin journey and uncover in-depth the ingredients that result in an undeniable and amazing change to your client’s skin. Dawn Clifford is Senior Director of Education for one of the world’s most innovative skincare brands, Image Skincare, and she will detail the crucial steps to advance peels and explain how to customise the right treatment plan to solve any clients’ issue. TO PI C : W H AT G O E S O N , G O E S I N : T H E R IS E O F T H E C LE A N B E AU T Y MOV E M E N T Speaker: Cindy Luken, Lük Beautifood Founder As consumers realise how the health of their skin is directly influenced by the nutrients that are available to them, Cindy looks into the rise of the ‘Clean Beauty’ movement, and what your business needs to do to stay ahead of this leading trend. Cindy Luken is a successful entrepreneur, food scientist, and industry expert in beauty and wellness, leading a path towards a toxin-free industry by harnessing the power of food and nutrients as clean beauty alternatives in makeup. TO PI C : FO U N DAT I O N M A R K E T I N G: E SS E N T I A L S T R AT E G I E S Speaker: Vanessa McDonald, Salon Marketing Coach Founder In this session Vanessa will discuss how to maximise and set a solid foundation for your annual promotional calendar and how to approach your overall marketing strategy from a more targeted position, including uncovering your KPI’s. Vanessa McDonald is the Australian Beauty Industries Salon Marketing Coach with an obsession to turn beauty salon owners into savvy marketers. With 17-years’ worth of experience in sales and marketing specific to the beauty industry, she is a specialised Marketing Coach who works with full-service beauty salons to improve their businesses, specifically with the use of Foundation Marketing – the marketing that MUST happen in your business each and every day.

P B S A N N UA L GA L A D I N N E R 8 S E P T E M B E R 2018 S O F I T E L S Y D N E Y, DA R L I N G H A R B O U R

More speakers to be announced soon... #PROBEAUTYSOLUTIONS

YOUR EDUCATION

DO YOU WANT TO

SURVIVE OR THRIVE?

EDUCATION IS THE ANSWER

many small business owners don’t believe they have the time or the money to take their team away from their dollar productive activities. Two common responses we hear a lot are “I’m too busy” and “I can’t take my team out of the salon”. But unfortunately, the long-term impact of shelving staff training could see the business far worse off than if it had taken the time to grow staff knowledge in the first place.

AN INVESTMENT IN KNOWLEDGE PAYS THE BEST INTEREST.

Many salon owners look at team training and education as an expense they can’t afford, when in fact, it’s an investment that can’t be ignored!

What many people don’t know is that there is exhaustive research that supports the fact that training and development offers the greatest return on investment that any a business owner could make.

ompetition in the salon industry has always been strong, but in 2018, it has taken on new meaning with the likes of Sephora and Amazon, juggernauts of global retail, launching into the Australian marketplace.

In fact, studies show that businesses that invested in employee development generated*;

So how do you compete? And what will separate you from your competition?

24% higher profit margins

“The difference will come down to extraordinary service, and in our industry, extraordinary service comes from up-to-date knowledge that leads to amazing, consistent results for your clients.” says Professional Beauty Solutions CEO, Matt Williams.

218% higher income per employee

In an era where beauty therapists aren’t leaving college with the level of skills and expertise they once did, there is no greater time in history where post-graduate education has been more crucial than it is right now.

300% reduction in employee turnover

In fact, beauty industry professionals should be constantly pursuing education on new treatments, techniques, products and ingredients, if they want to remain relevant in an ever increasingly competitive environment. Because, quite simply, the one thing that will set a salon apart from retail giants like Sephora, is your tailored, face-to-face expertise and service; two things that customers simply will not find browsing the aisles or throwing items into their online shopping carts.

*Patrick McGovern (International Data Group)

At Professional Beauty Solutions we work with thousands of salons around the country and from our experience, while most salon owners and managers agree that education is crucial, there is still enormous resistance to investing in training. The problem is that

THE ONE THING THAT WILL SET A SALON APART FROM RETAIL GIANTS IS YOUR TAILORED, FACE TO FACE EXPERTISE AND SERVICE.

Benjamin Franklin

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

86% higher company value 21% increase in productivity A return per dollar invested of $6.72

Think about your business goals next time you’re agonising over your allocated time and budget for training, and instead of seeing it as an expense, shift your mindset to more accurately view it as an investment...the best one you can make for your business. We have a strong focus on education at Professional Beauty Solutions and even though we have comprehensive product driven education, we also provide extensive education on exactly what you need to know in order to build a profitable and predictable business. ■ To find out more about how Professional Beauty Solutions can help your business thrive in 2018 and beyond, call 1800 625 387 or visit www probeautysolutions.com.au

INDUSTRY SPOTLIGHT

DISCOVER THE

KEY TO

SUCCESS Professional Beauty Solutions is one of Australia’s most respected and trusted distributor of professional beauty brands to salons, spas and clinics across the country. We sat down with Matt Williams, CEO and owner of PBS to discuss what you can expect when you partner with them. TELL US ABOUT YOUR BUSINESS My parents originally met Pauline Youngblood back in 1995 and after falling in love with her brand, convinced her to award them the Australian distribution of Youngblood Mineral Cosmetics. Nine years on, after they had built a loyal salon following, they understood that to grow the business they were going to need some help. In 2006, my wife and business partner, Lisa and I took over operations, growing the business from a team you could count on one hand to over 40 exceptional team members at our head office in Sydney. Today, we distribute 11 professional beauty, skin and body brands that are leaders in their categories, throughout more than 2,000 salons, spas and clinics across the country. WHAT PRODUCTS DO PBS DISTRIBUTE? As soon as we started to expand our offering beyond makeup, we became fixated on providing our salons with everything they need from one convenient supplier. Today, our salons trust us with offering the best in mineral makeup, skincare, tanning, spa body, hair removal, inner beauty nutrition and LED to satisfy their business needs. Our collective of world-class brands are chosen based on their efficacy, innovation, performance and profitability for their salon. W H AT IS YO U R OV E R A LL M ISS I O N AT PBS? The question that we are constantly asking is, “How do we help our salon, spa and clinic partners become more profitable?”. That is our key goal at PBS, and is what drives our decisions when acquiring new brands and coming up with strategies to support and nurture our salons. With more than two decades of experience behind us, and having bought, built and sold several businesses over this time, we understand the challenges that small businesses face. We have taken all the experience, knowledge and the lessons we have learnt and channeled it towards doing whatever we can to make our salon owners’ life easier, from the marketing tools and ongoing education to the business support we offer. This year, I will be expanding on our vision by launching a new coaching platform for our salons, including live workshops on how to build a profitable, predictable business in 2018.

DO YOU OFFER ANY INCENTIVES OR REWARDS TO SUPPORT THE GROWTH OF YOUR SALONS? Absolutely! Our newly relaunched PBS Rewards Program makes it much easier to leverage your buying power by pooling your rewards points when you stock more than one brand with us. By combining rewards from up to eleven brands – including wax and sugar – even as a small single operator, you can reach a reward status that might otherwise have been reserved for much larger businesses. I think this is a rewards system that truly levels the playing field and is unlike anything else in the industry. WHAT MAKES PBS STAND OUT AS A DISTRIBUTOR IN TERMS OF THE LEVEL OF SERVICE YOU OFFER? I think the greatest differentiator for us is our focus on supporting salons in becoming better business owners, carrying them to the top of their game. Most brands and distributors focus entirely on educating salons on their product’s benefits and how they can sell more. This is only one aspect of running a successful, profitable and predictable business, and a small fragment of what we offer. We have now developed systems for each aspect of your business, from daily sales tracking sheets to business health checks and workshops that address the financial foundations of the business. Our exclusive ’Marketing on a Platter’ – where we deliver FREE monthly marketing sets for each brand – is just one of the ways we provide a service that cannot otherwise be found in this industry.

I THINK THE GREATEST DIFFERENTIATOR FOR US IS OUR FOCUS ON SUPPORTING SALONS IN BECOMING BET TER BUSINESS OWNERS. AS FOR THE FUTURE OF PROFESSIONAL BEAUTY SOLUTIONS… Our mission drives our vision for the future of PBS! We know that over the next decade there will be much more disruption in our industry and we can’t be complacent, and we can’t resist change, but we will remain guided by our mission to make PBS salons, spas and clinics the most profitable in the industry. ■ Professional Beauty Solutions has all your salon, spa and clinic needs in one convenient supplier. To enquire about stocking one of our 11 brands, call 1800 625 387 or visit www.probeautysolutions.com.au

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YOUR TANNING

INGREDIENTS UNCOVERED

There’s nothing like that post-tan bronzed glow. Especially when that glow not only looks completely natural but nourishes and protects your skin without any harmful side effects.

hile your tan should provide a gorgeous natural-looking glow to skin, its beauty runs deeper than the rich tanning shades it provides. Now, it is just as important to know what’s IN your tanning formula as it is to know what has been purposefully left out.

Ingredient listings are often skimmed over but can be the most important part of your tan, how long it lasts and the effect it has on your skin over time. Sunescape Tan’s formula enriches the skin with anti-ageing vitamins, hydrating oils and skin-firming ingredients, for a tan that is as healthy as it is flawless. Here are the key ingredients you need to LOOK FOR: A LO E V E R A Renowned for its moisturising effect, aloe vera delivers hydration straight to the skin tissue, while improving skin tone. It also provides a soothing and calming effect, reducing skin irritation. CO CO N U T O I L Smoothes, soothes and softens the skin, while protecting it against free radical damage. Coconut oil also promotes greater elasticity in the skin and works as an incredible anti-bacterial agent. M AC A DA M I A N U T O I L Rich in fatty acids, this nourishing oil leaves skin feeling soft and silky. It can also help regenerate damage from scarring or the sun. AVO C A D O O I L Recognised for its moisturising properties, avocado oil leaves dry skin feeling smooth and nourished. It also promotes skin repair by rapidly transporting active substances to where they’re needed most. KIWI SEED OIL One of the richest sources of essential fatty acids, kiwi seed oil deeply nourishes and helps to restore elasticity to aged and damaged skin. K A K A D U PLUM A small fruit native to Australia, Kakadu plum contains the highest known levels of vitamin C concentration of any food source and helps to boost collagen in the skin. It also improves the natural appearance of firmer, nourished skin. GREEN TEA Known for its ability to aid skin rejuvenation, green tea extract helps to heal ageing skin, sun damage and fine lines. Potent antioxidants alleviate dry skin, while polyphenals help neutralise harmful free radicals. G R A PE S E E D E X T R AC T The powerful antioxidants in grape seed extract help to protect and enhance the skin’s appearance. It is also non-comedogenic and can assist in tightening skin through the restoration of collagen. ■ Discover the tan that nourishes and protects without sacrificing your clients glow. To enquire about becoming a Sunescape stockist or for more information, call 1800 625 387 or visit www.probeautysolutions.com.au/sunescape

THE KEY INGREDIENTS YOU NEED TO AVOID: BROWN HT: This synthetic petroleum-derived

brown colouring dye has been banned in the USA, Canada, Japan and major European countries like France and Germany for its potentially dangerous health risks. Brown HT can induce hypersensitivity, eczema, dermatitis, itching and rashes, can cause bad reactions in those allergic to aspirin, leading to asthma and has been linked to some cancers. DMDM HYDRATOIN & IMIDAZOLINDINYL UREA: These common formaldehyde releasers

break down to form toxic carcinogen, formaldehyde, and act as a preservative in tan to hold product formulas together. Even low levels of formaldehyde are a major health concern, and are known to cause weakened immune systems, respiratory problems, cracked and blistered skin, and even cancer when ingested or absorbed through the skin.

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YOUR SPA

T H E B O DY S PA R A N G E T H AT I S

SEEN IN THE WORLD’S LARGEST SPAS & HOTELS Bring some of Pure Fiji’s tropical inspired, five star luxury into your spa today and discover the South Pacific’s secret for beautiful skin.

LI KU LI KU L AG O O N R E SO RT Malolo Island, Fiji

ure Fiji continues to spread its reach across the globe, with a presence in some of the most luxurious 5-star hotels and spas throughout the world.

The unique spa rituals created by Pure Fiji reflect the beauty, spirit and traditions of Fiji, where beauty is felt and traditions are respected. The exotic treatments are designed to utilise the island’s natural resources, embracing the uniqueness of Fiji, and celebrating the youth and beauty that lives within its islands. Pure Fiji’s body spa essentials range combines a traditional blend of pure coconut oil and botanical extracts with advanced technology to create an extensive collection of natural bath and body care products including hydrating body oils, creamy coconut lotions, all-natural handmade soaps and fresh sugar scrubs that will get your skin glowing. With a pre-existing fan base of hundreds of thousands of Australian travelers already in love with Pure Fiji, there has never been a better time to bring some 5-star luxury into your spa. ■ To learn more about why Pure Fiji is the spa range of choice in the top luxury hotels and resorts across the globe, or to enquire about stocking Pure Fiji in your salon or spa, call 1800 625 387 or visit www.probeautysolutions.com.au/pure-fiji/

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

I N T E RCO N T I N E N TA L F I J I G O LF R E SO RT & S PA Natadola, Fiji

YOUR SPA T H E W E S T I N G R A N D C AYM A N S E V E N M I LE B E AC H R E SO RT & S PA Cayman Islands, Caribbean Fronting the famous Seven Mile Beach, the recently renovated Westin Grand Cayman Resort & Spa is in the heart of Grand Cayman. Preserving wellness in travel, their new and innovative spaces provide a full sensory experience that uplift and energise. Nestled within the tropical paradise of The Westin, nature shares her gift of renewal in the exquisite Hibiscus Spa. The Hibiscus Spa promotes a total lifestyle approach that encompasses the mind, body and soul in order to provide the most complete and beneficial services for their guests.

B E LL AG I O R E SO RT & C A S I N O Nevada, USA Set behind the famous Fountains of Bellagio, this luxury Las Vegas Strip hotel and casino offers multiple dining options, elegant rooms and the award-winning Bellagio Spa & Salon. With the singular goal of pampering you, the luxurious two-storey beauty oasis features a Zen-influenced design with water walls and hand-blown glass dĂŠcor. Guests can experience a variety of in-spa treatments which will restore, revive and replenish or enjoy a massage besides one of the five beautiful courtyard pools.

O U T RI G G E R F I J I B E AC H R E SO RT Sigatoka, Fiji T H E LOS T S PRI N G Whitianga, New Zealand Forget the real world and be transported to a magical place. Let yourself be pampered in style at The Lost Spring, fit with a paradise of pools, luxurious massage spaces, and poolside drinks. Indulge in a rejuvenating spa treatment, losing yourself amongst the sound of flowing water that fills the lush native bush surrounding you. A perfect retreat for anyone seeking pure indulgence.

Situated on the beach front, the 5-star luxury Outrigger Fiji Beach Resort features a swimming pool, fitness centre and seven restaurants and bars. Pamper yourself with a rejuvenating treatment at the luxurious Bebe Spa. Combining innovative design with its suspended, open-air treatment rooms and time-honored, traditional Fijian techniques, Bebe Spa provides the perfect setting to calm your mind, body and spirit. Surrounded by deliciously lush, undulating landscape, this location is at a breathtaking altitude offering the purest ocean views.

discover the South Pacifics secret for beautiful skin and hair AU . P U R E F I J I .CO M #PROBEAUTYSOLUTIONS

YOUR BUSINESS

BEAUTY WITH A CONSCIENCE With consumers becoming more selective and vocal about supporting businesses who are driven to make the world a better place, Managing Director of Professional Beauty Solutions, Lisa Williams explores how your business can make a difference. BY LISA W I LLI A M S

n the same way that the public has driven demand for holistic beauty, the importance of ‘social consumerism’ has also risen, and it should come as no surprise that many of today’s modern consumers care about more than just the quality of your products and services. In fact, a study by the McCann Worldgroup in 2016 found that as many as 84% of young people believe that brands have more power to make change than government.

More than ever, consumers want to support brands that give back in a very real and tangible way. They are looking for brands and companies that weave corporate social responsibility into the fabric of their entire business model. In fact, a 2015 Nielsen survey found that nearly two-thirds of global consumers are willing to pay more for sustainably made products.

T WO -THIRDS OF GLOBAL CONSUMERS ARE WILLING TO PAY MORE FOR SUSTAINABLY MADE PRODUCTS.

84% OF YOUNG PEOPLE BELIEVE THAT BR ANDS HAVE MORE POWER TO MAKE CHANGE THAN GOVERNMENTS.

90% OF CONSUMERS WOULD SWITCH TO A BR AND SUPPORTING A GOOD CAUSE.

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

Another study revealed that 81% of millennials–those aged from approximately 15 to 30–expect their favourite companies to make public declarations of their corporate citizenship. There is simply no question that in 2018, customers want to know that their money is going toward something that not only looks good, but does good too. The past few years have seen brands moving towards creating a culture of social awareness by providing opportunities to give back to the community. Most are now forming partnerships with aligned non-profit organisations in an attempt to move towards a world of ‘conscious consumption’. A study conducted by Cone Communications and Echo Research revealed that more than 90% of consumers would switch to a brand supporting a good cause, echoing the inherent importance for a brand to speak for what their customer stands for, through its product and services. Even a significant 65% of consumers felt more positively about the retailer after giving. Giving back not only drives change in your community, but also within your organisation. It is evident that philanthropic efforts on the part of employees and employers result in workplaces that are better for business and the people who work there. This year, staffers who believe their organisation gives back to the community are a striking 13 times more likely to look forward to coming to work, than those who do not perceive their employers as charitable. Unfortunately, the reality is that many small business owners are neck deep in focusing on building their business meaning they simply don’t have the time to focus on non-revenue drivers. If you polled every entrepreneur in Australia, nearly 100 percent would say that giving back is important. But if you asked how many of them have such programs in place, you would encounter a much lower number. Make 2018 the year your business gets in touch with the larger world, whether it be aligning with something in your local community or choosing brands that already have programs in place because more than anything, it feels good to give! Here are two of our favourite brands that put “doing good” at the heart of their business:

YOUR BUSINESS BESTOW SISTERHOOD B E S TOW B E AU T Y The Bestow Sisterhood is a collective of beauty therapists and skincare clinics throughout Australasia who are changing the lives of vulnerable girls in Cambodia by sponsoring their education. Launched in New Zealand in April 2017, the Bestow Sisterhood is a partnership between Bestow Beauty founder, Janine Tait and her sister, Denise Arnold, who founded the Cambodia Charitable Trust in 2008. “On one of her trips to Cambodia, Denise met a young woman who was working as a therapist in a local spa. When Denise asked her about her life she discovered that her family had been tricked into handing over her 15-year-old sister to the sex trafficking industry. They thought they were sending her off to a work as a nanny, to create a better life for herself. Denise returned to New Zealand determined to do her bit to stop this despicable practice”, explains Tait.

CARE FOR SKIN FOUNDATION I M AG E S K I N C A R E Founded by Image Skincare’s President Dr. Marc A Ronert, M.D, PHD*, the Care for Skin Foundation is a non-profit organisation created to provide reconstructive surgery for people who have suffered loss of skin due to accidents, tumours, burns, scars or genetic abnormalities.

Over the last 10 years, Denise has changed the future for thousands of vulnerable children by transforming schools through the establishment of libraries and fresh water systems, while ensuring that the poorest children are sponsored to attend. “Education is the greatest hope for fighting poverty and slavery, especially education of girls,” says Tait. There are two ways to participate in the Bestow Sisterhood and make a tangible difference to the lives of those less fortunate.

Their goal is to provide surgeries to those who could otherwise not afford them – performing skin transplantations, scar corrections and cleft-palate corrections around the world. “Our goal is to raise $500,000 to help at least 3,000 children in 2018.” Ronert explains. Image Skincare funds ALL administration expenses for Care for Skin, making it possible for all donations to be utilised to support patient care. “Burn wounds are a significant cause of disease among children, and cleft palate and lip conditions can impair speech and the ability to eat. With simple reconstructive surgical procedures, we are able to change someone’s life. Not to offer this to people in need would be unthinkable.” says Ronert. To date, Marc Ronert and his wife, Image Skincare CEO and founder, Janna Ronert have travelled with other members of the Care for Skin Foundation to Peru, Vietnam, Myanmar and Burma to perform reconstructive surgeries on hundreds of children in need, giving them a better quality of life. To learn more about the work of the Care for Skin Foundation or to make a donation, visit www.careforskin.org.

S P O N SO R A G I R L For just $40 per month, you can sponsor a young Cambodian Girl – providing her with a school uniform, essential school stationery, access to health programs and a monthly contribution to her family’s living costs, helping to lift them out of poverty. S TO C K G E N E ROS IT E A Salons can also become part of the Bestow Sisterhood by stocking and selling Generositea – the official Sisterhood tea. 100% of profits from the sale of this beautiful rose-coloured herbal tea go to support the work of the Cambodia Charitable Trust. The Cambodia Charitable Trust currently supports 12 primary schools, four secondary schools and two teachers training colleges in the Takeo and Kampot Provinces of Cambodia. Professional Beauty Solutions is also proud to be part of the Bestow Sisterhood and currently sponsors 5 young girls in rural Cambodia. We think of them as our little sisters and encourage our salon partners to join us in sponsoring those who struggle to support themselves. To learn more about the Bestow Sisterhood or to sponsor a girl, visit www.bestowbeauty.com.au/sisterhood. ■ Find your own way to support the community with brands like Image Skincare and Bestow Beauty. For more information about the ethically conscious brands PBS stocks, call 1800 625 387 or visit www.probeautysolutions.com.au

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YOUR MARKETING

NEED MORE CUSTOMERS? It’s the number one problem that salon owners face on a daily basis, so why is it so difficult to solve?

hen a beauty therapist decides to open a salon, they are filled with optimism and excitement about the journey ahead of them. Many anticipate all of the time, money, freedom and fulfilment that they will enjoy profiting from their passion…but, then comes the reality of running a small business! All of that optimism fades quickly when you are struggling to attract customers, retain team members and no matter how hard you try, you just cannot seem to figure out where all the money goes. So why is reality such a far cry from the original goal? As is the case across so many industries, beauty therapists are not usually experienced business owners and operators and are unsurprisingly trained in beauty therapy, not graphic design or marketing. We know that running your own business takes up more time than you seemingly have in any given day, and can feel like it is taking you away from your original passion; making your clients look and feel their absolute best. There is no question that most beauty therapists that open a salon or spa are amazing at performing treatments and understanding how to get amazing results for their clients. However, this is a completely different skillset to what is required to run and promote a small business. That is why Professional Beauty Solutions (PBS) have been working tirelessly to deliver the tools required to completely transform this reality for salon owners.

S O LV I N G YO U R N U M B E R O N E C H A L L E N G E W I T H M A R K E T I N G O N A P L AT T E R Marketing on a Platter (MOAP) is designed to take a huge load of work off your plate by doing your marketing for you! We have taken our team’s abundance of experience to create marketing assets that work to attract and retain clients. We know that salon owners do not have the man hours to spend on marketing, so we have literally spent hundreds of man hours bridging the gap. No matter which PBS brands you stock, whether that is one brand or all 11 of our brands, we provide you with free monthly sets of marketing collateral that you can use across multiple digital channels. From Facebook to Instagram graphics, blog posts, EDMs and website images and banners, we also create compelling offerd to enable you to promote different services complemented with retail promotions. Along with birthday and referral campaigns, we also provide tips on how all of these can be easily implemented to drive new and repeat business through your door. Your marketing is complete without having to lift a finger. Hear what some of our salons have to say: “MOAP is extremely professional and easy for salons to utilise. I have been in the industry for 25 years, and I can tell you that there are very few, if any, companies that supply this level of marketing and support. For salons that don’t have the budget, or perhaps, the knowledge for marketing, MOAP is extremely valuable. MOAP helps keep the branding of the promotion professional and consistent throughout our spa, website, email and social media platforms.”— Rene Herald, The Temple Skincare

PROFESSIONAL BEAUTY SOLUTIONS MAGAZINE

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“MOAP has been very beneficial for our business. We can run monthly and seasonal promotions with MOAP, and they look professional so our clients really take us seriously. This sets us apart from other salons in the area and creates a very strong presence for us on social media.”— Abbey Edwards, Abbey Edwards “I am not a tech minded person, nor do I have the time to sit down for hours on end designing promotional graphics being a sole operator, so I rely heavily on PBS and their MOAP for all of my marketing needs.”— Janine Cox, Secret Beauty

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YOUR MARKETING

Want to know what you will get from PBS when partnering with us? Here are some examples of our monthly marketing sets, all created and delivered to you for FREE:

DID YOU KNOW? YO U R C LI E N T S S PE N D 4 0 M I N U T E S PE R DAY O N SO C I A L M E D I A

That’s why we create new sets of social media graphics each month, from product features to seasonal trends, ready to go with a click of a button. EFFECTIVE POINT OF SA LE M A R K E T I N G C A N BO OS T SA LE S OV E R 25%

We create new sets of visually eye-catching POS posters, ready to print and display in your salon the same day.

E V E RY $1 I N V E S T E D I N TO EMAIL MARKETING G E N E R AT E S A N AV E R AG E O F $38

Email is one of the best digital marketing tactics for small businesses with limited marketing budgets! That’s why we create enticing deals and grabbing headlines in your ready-to-use e-newsletters, driving action and traffic directly into your business.

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“We use the MOAP every month. Not only has it helped with promoting our brands, but it has given us more time as we don’t have to create our own promotions or artwork. And the best part is that it’s free, which is amazing! Our stands and displays look amazing and our retail sales have doubled because of this!”—Toni Hilton, Beautiful You Hair and Beauty Day Spa

Contact Professional Beauty Solutions to find out how you can take advantage of this powerful business tool, call 1800 625 387 or visit www.probeautysolutions.com.au

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RECIPES FOR HEALTHY SKIN Glowing, healthy skin requires a two-step approach. Topical treatments that address your skinâ&#x20AC;&#x2122;s needs from the outside are an essential. But, you must also nourish it from the inside, eating foods with an abundance of skin-friendly nutrients that keep your complexion calm and provide support on a cellular level. BY JA N I N E TA IT & S H E RY L N I C H O L SO N

EDIEN GR

OTLIG

THE BEAUT Y OF TURMERIC Turmeric (curcumin) is a wellness hero and powerhouse plant with extensive health benefits. Its widely recognised benefits include aiding digestion, supporting liver function and providing enhancement of anti-inflammatory and antioxidant action, significantly helping to manage joint and muscle pain in the body. Research also claims that foods with turmeric can support weight management, reduce the risk of heart disease, and can also be an effective treatment in fighting depression and stress.

YOUR RECIPES

Creamy Sweet Potato Curry Serves 2 to 4 INGREDIENTS • ½ an onion, finely diced • 2 cloves of garlic, finely diced • 1 teaspoon of fresh ginger, grated • 1-2 tablespoons of olive oil • 1 large sweet potato of kumara or orange beauregard, cubed • 1 teaspoon of turmeric, ground • 1 teaspoon of fennel seeds • 1 tablespoon of black mustard seeds • 2 cups of vegetable stock • 1 tablespoon of curry leaves (fresh or dried) • ¼ of a cauliflower, chopped into florets • ½ a head of broccoli, chopped into florets • ½ cup of frozen peas • 400ml of unsweetened coconut milk • Juice of a lemon • A small handful of fresh coriander, roughly chopped

Blueberry, Coconut Almond Cake

• A handful of spinach leaves

INGREDIENTS

• Himalayan or sea salt and freshly ground black pepper

• 4 cups (350g) of almond meal • ½ teaspoon of salt

• ½ cup of organic maple syrup or melted raw honey

METHOD

• 1 teaspoon of baking powder

• Zest of two lemons

1. In a large frypan, sauté the onion, garlic and ginger over a low heat until translucent (about 10 minutes). Start with a tablespoon of olive oil and add more if it starts to dry out.

• ½ teaspoon of baking soda

• 3 eggs, beaten

• ½ cup of coconut tread

• 1 cup of organic blueberries, fresh or frozen

2. Remove from the pan, add another tablespoon of olive oil and turn up the heat to medium. 3. Add the turmeric, fennel and mustard seeds, once the seeds start to sizzle and pop turn the heat down and add the sweet potato. Sauté for a few minutes to coat in the oil and spices. Add the stock and curry leaves and turn down to a simmer. Cook for ten minutes or until the sweet potato is softening. 4. Add the cauliflower, broccoli, peas, coconut milk and lemon juice. Simmer for a further minute. Season to taste.

• ½ cup of grape seed oil

• Coconut flour for dusting

METHOD 1. Pre-heat oven to 170 degrees Celsius. 2. In a large bowl mix together all the dry ingredients. Add the oil and honey or maple syrup. Mix well. Add the beaten eggs and lemon zest, mix to combine. Gently stir in the blueberries.

5. Just before serving stir in the spinach leaves.

3. Bake in the oven for one hour. We covered the top with tin foil after 45 minutes as the cake was golden brown but not quite cooked through.

6. Serve with a dollop of coconut yoghurt (dairy free), fresh coriander and a dollop of ‘mango and date’ chutney.

4. Remove from the oven and allow to cool in the tin for about 30 minutes before removing. 5. Dust with coconut flour and serve with whipped coconut cream.

HELP TR E AT YOUR CLIENT'S SK IN BY WOR K ING FROM W ITHIN

B E C AUS E W H AT YO U P U T O N YO U R S K I N I S O N LY H A L F T H E S TO RY.

Enhance your clients’ results with the power of dermonutrition. Create the perfect conditions for optimal collagen production. Focusing on a holistic view, Bestow treats the skin from within using natural essential ingredients. CALL 1800 625 387 FOR YOUR FREE BESTOW SAMPLES.

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