LNE & Spa—the magazine for skin care and spa professionals October 2020
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FROM THE
EDITOR
The fight against the virus continues, but we’re smarter and stronger than ever before. This issue covers Spa Safety, Selling Safety on Social and Crisis Control for Brides everything you need to make your clients feel safe while receiving your services. Adapting to change is only the beginning. Properly executing and promoting new measures is crucial in maintaining and attracting new clientele.
This month we’re debunking the hidden skin type dehydrated skin. Not a lot of clients know they have it! Many use dry or dehydrated interchangeably, not understanding significant differences between the two. So how can you identify and treat this common condition for your clients? Learn all about Dehydrated Skin in this month’s Guide!
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“We are grateful to be here for you.”
Patrick Johnson, BioPhotas CEO and Celluma Inventor
11 MODELS • BATTERY-POWERED OPTIONS • FULL-BODY PANELS “As I have been forced to readjust my business practices due to COVID-19, I have had to get creative to keep a revenue stream coming in. Our clients are in need of facials, so how do we serve them effectively with all these new requirements? Celluma!! The Reseller and dropship program allowed me to treat my clients at a distance, without having to buy product during the shutdown. I’m thankful to Celluma for changing their protocol so we could dropship and not have to buy stock during an uncertain time. And now with the availability of the Face Shields, Hygiene Barriers, and no-touch treatment options, I’m able to safely treat my clients with confidence. Thanks Celluma!!” Melissa Fox, L. E. Flawless With Melissa Fox (Coral Gables, FL)
ACNE | WRINKLES | PAIN FDA-CLEARED
info@celluma.com
www.celluma.com
(714) 978-0080
October volume 35 number 10
contents 4
10 Winning The Fight Against Melasma
34
Demystifying Skin Dehydration
14 Skin News
40
Quench Your Thirst
42
Hydration Photo Feature
33 Dehydration Guide
16
Spa of the Month
48
The Healing Power of Honey
22
Spa Safety 101
50
Organic & Wellness News
26
Spa News
o&w
10 Winning The Fight Against Melasma
22 Spa Safety 101
48 The Healing Power of Honey
28
Selling Safety on Social
52
Stress-Free, Bride-To-Be
30
Business News
54
Image News
32
#esty2esty
28 Selling Safety on Social
image
spa business
guide
From the Editor Advertiser Index
skin
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52 Stress-Free, Bride-To-Be
Les Nouvelles Esthétiques & Spa, American Edition, (USPS 003-687) (ISSN 1043-9641) is published monthly, 12 times per year and is sold exclusively by subscription. Publisher’s Name: Jean Jacques Legrand, M.D., 3929 Ponce De Leon Blvd., Coral Gables, FL, 33134. Periodical postage paid at Miami, Florida, with additional mailing offices. Postmaster: Send address changes to: Les Nouvelles Esthétiques & Spa, American Edition, 3929 Ponce De Leon Blvd., Coral Gables, Florida 33134, United States Subscription: Annual Rate $45.00 Canada Subscription: $55.00 (American) 1st Class Postage Overseas Subscription: Two years for $140.00 (U.S.) Air Mail Postage
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In 2020, be a leader in your industry with our highly effective solutions.
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Publisher Dr. Jean Jacques Legrand Chief Executive Officer Rodolphe Legrand rodolphe@LNEonline.com Managing Editor Samantha Garcia samantha@LNEonline.com Director of Marketing Mika Diaz mika@LNEonline.com Art Director Andres Gutierrez andres@LNEonline.com Show Director Danni Boucher danni@lneonline.com Exhibitor Operations Manager Elizabeth Allen liz@LNEonline.com Web Developer Jose Daniel De La Rosa daniel@LNEonline.com Conference Coordinator Jacqueline Reyes jackie@LNEonline.com International Editor Michele de Lattre-Pierantoni 7 Avenue Stephane-Mallarme, 75017 Paris, France - 43 80 06 47
C ontributors Joanna Kula Samantha Garcia Selena Belisle Louis Silberman
Aurora Solis Wendy Westbrook Susan Talamantes
Printed with 100% soy-based ink. This magazine is recyclable. Please recycle where facilities exist.
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PROFESSIONAL SKINCARE. F O R T H E E ST H E T I C I A N , BY T H E E ST H E T I C I A N . F E E D YO U R S K I N , T R E AT YO U R S O U L . IF YOU’ RE I NT E R E ST E D I N PA R T NE R I NG W IT H S O RE L L A A PO T H E C A RY, PL E A S E RE AC H O U T TO T H E F O L LOWI NG :
hello@sorellaapothecary.com www.sorellaapothecary.com 1.800.253.0450
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WINNING THE FIGHT AGAINST MELASMA
A comprehensive guide for therapists by Joanna Kula, L.E.
A common skin condition seen in the treatment room is a pigmentation disorder known as melasma. Occurring often in women and in about 10% of men, melasma is characterized as dark-colored patches on the face that commonly appear in areas highly exposed to the sun. For women struggling with melasma, the cause is typically hormone-related and/or a direct result of pregnancy. However, many internal and external factors can contribute to this condition, such as inflammation, heat, sun exposure, autoimmune disease, and certain medications, particularly oral contraceptives, which increase estrogen and progesterone levels in the body and can trigger a melanin response.
ACHIEVING THE BEST OUTCOME Due to intrinsic factors, tackling melasma requires a thorough approach that focuses not only on professional treatments and products but also on addressing the underlying cause, the client’s lifestyle, and daily
habits. Successful treatment of melasma will be based not only on the therapist’s expertise but also on strict client compliance. Because pigmentation disorders can be stubborn and difficult to treat, it’s important to manage client expectations early on and be as honest as possible. While we may not be able to get rid of melasma completely, we can help improve it significantly and help our client manage it in the future. When creating a treatment plan for clients, it’s always important to pay attention and be aware of any contraindications such as pregnancy and/or possible medical conditions that might interfere with the client’s treatment. Having insight into the underlying cause and a proper diagnosis from a physician will be extremely helpful in gaining an advantage over melasma. A comprehensive plan should include a course of professional treatments, a proper home-care regimen, and necessary lifestyle changes.
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skin Winning The Fight Against Melasma
RECOMMENDED TREATMENTS Microdermabrasion Microdermabrasion is one of the safest methods for treating pigmentation and melasma because it doesn’t require the use of harsh chemicals. It is also one of the best options for clients who are pregnant or nursing. The goal of microdermabrasion is to stimulate cellular turnover, fade existing pigmentation, and gradually resurface the skin. Microdermabrasion should be performed every 2-4 weeks, depending on the skin. Clients should avoid sun exposure for at least three days after the procedure. Low-Strength Peels When it comes to treating melasma with chemical peels, the “low and slow” method is usually more effective and will provide longer-lasting results. While it may be tempting to go for the big guns, this approach can severely compromise the skin’s barrier, create an inflammatory response, and worsen melasma symptoms. Because inflammation is a known trigger for melasma, we want to avoid over-treating the skin and causing any type of excessive trauma. A series of low-strength professional peels performed at 2-4 week intervals that use acids such as lactic, glycolic, azelaic, mandelic, and low concentrations of TCA can offer a safer alternative. For darker skin, there’s a higher likelihood for post-inflammatory pigmentation, and it’s best to avoid TCA peels on any skin types with Fitzpatrick IV or higher. LED Light Therapy A wholly non-invasive and low-risk option for treating melasma is LED Light Therapy, which uses specific wavelengths of light such as red, yellow, blue, or green. Light therapy helps to stimulate fibroblasts, optimize cellular activity, and repair damaged cells. Red light in the range of 640-660nm is shown to have a 12
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positive effect on improving most skin conditions, including pigmentation, sun-damage, and wrinkles. Alternatively, green light with a wavelength of 525nm and yellow light of around 590nm can directly target melanocytes, break up pigment clusters, and inhibit the transfer and production of melanin. The benefits of LED light therapy have been well-studied and documented with very little known side-effects. A 15-20 minute LED session is recommended at least once a week to achieve positive results. Keeping in mind that a small amount of infrared energy is emitted with LED light, shorter but more frequent sessions can prevent adverse reactions. When combined with other methods, LED light can significantly boost the effectiveness of other treatments, which makes it one of the most powerful tools for estheticians. Combining Treatments Combining or alternating treatments such as microdermabrasion, lowstrength peels, and LED light therapy can make a big difference in successfully improving melasma. Switching up treatments allows the skin to tap into its full healing potential in a similar way that the body responds to different types of exercise. It’s generally recommended to alternate treatments every 2-4 weeks or combine them when appropriate.
different stages of melanin synthesis. Another excellent skin brightener is niacinamide, which works by blocking the transfer of melanin, thus preventing pigmentation from reaching the surface. Protecting the skin with antioxidants like Vitamin A, C, and E and strengthening the barrier will be equally important in reducing inflammation and preventing free-radical damage.
LIFESTYLE CHANGES Limiting sun exposure, avoiding excessive heat, and wearing a broad-spectrum physical sunscreen of at least SPF 30 year-round will be a necessary way of life for clients looking to improve their melasma symptoms. Proper nutrition will also play a key role in maintaining the health of the skin. Processed foods, sugar, gluten, and dairy are known to cause inflammation in the body, and it may be necessary for clients to switch to a more plant-based anti-inflammatory diet. Last but not least, it’s essential to educate the client on what triggers to avoid and how to best manage melasma moving forward. If the skin responds poorly to treatment, a comprehensive medical evaluation to address the root cause will be crucial to making any long-term progress and ultimately winning the fight against melasma.
INGREDIENTS AND PROTOCOLS Joanna Kula is a Licensed
Treating melasma topically will require a combination of ingredients that work in synergy together to brighten the skin and fade pigmentation. Your client’s home-care regimen should include ingredients that act as tyrosinase-inhibitors. Kojic acid, malic acid, lactic acid, azelaic acid, l-ascorbic acid, arbutin, licorice root, and retinol are all effective at treating pigmentation. They help to disrupt tyrosinase enzyme activity at
Esthetician, Skincare Educator and Founder of Skin Devotee. She has a science background and over 10 years experience in the treatment room, working alongside the industry's top leaders and training with elite skincare lines. Joanna is passionate about skin and dedicated to empowering others through education. She hopes to see the future of the industry as a thriving playground for all skincare professionals.
Skin
1
NEWS 2
Circadia Amandola Milk Cleanser
Gently exfoliate, hydrate and brighten damaged skin with this conditioning almond milk cleanser containing Lactic and Mandelic Acids. This nonfoaming cleanser is ideal for hyperpigmentation and aged skin.
circadia.com
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Elemental Herbology Facial Glow Radiance Peel This weekly peel gently, but effectively exfoliates for smoother, instantly radiant skin. It dramatically reduces skin imperfections and purifies the pores to resolve congestion. It contains jojoba beads, natural AHA’s like Apple and Papaya, Kombucha, and SEPITONIC that activates cellular metabolism.
elementalherbology.com
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Mild Scrub from Karin Herzog Formulated with finely crushed bamboo, this high performance exfoliator removes dead skin, uncovering healthy, glowy skin. Perfect for sensitive skin types, the mild scrub is excellent preparation for smooth application of makeup!
us.karinherzog.com
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TIZO Eye Renewal SPF 20 Designed with youthful-looking eyes in mind, TIZO Eye Renewal is a multipeptide complex that helps firms skin and reduce the appearance of fine lines and wrinkles. It also contains 9% gentle Zinc Oxide as a protective shield against UVA and UVB rays.
tizoskin.com
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spa Spa Of The Month
The Retreat Spa
AT Blue Lagoon Iceland Experience luxury in the heart of a volcanic frontier by Samantha Garcia
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spa Spa Of The Month
If you’re visiting Iceland, otherwise known as the Land of Fire and Ice, chances are the Blue Lagoon is at the top of your list. The angelic beauty of the volcanic landscape and milky turquoise seawater will be enough to lure you in, but the transformative powers of the treatments experienced at the Retreat Spa will bring you a new sense of wellbeing. The five-star spa hotel is carved into the lava field, with the geothermal water’s healing powers serving as a natural silhouette to its dreamlike beauty. Rich in mineral salts, the steamy water is known to be particularly effective in treating skin conditions. The spa unifies these natural benefits with the pleasures of massage and beauty treatments to cultivate an experience like no other.
SPA OF THE MONTH
THE BLUE LAGOON RITUAL The Blue Lagoon Ritual is a self-guided experience and the most popular treatment at the spa. Spa Director Már Másson describes it as a “rejuvenating cycle of wellbeing based on the Blue Lagoon’s trinity of transformative elements—minerals, silica, and algae.” Each of these elements contains a dynamic array of benefits. While the mineral salt exfoliates the skin and stimulates circulation, silica deeply cleanses and strengthens its barrier function.The algae nourishes the skin from within by reducing collagen breakdown and increasing collagen production. This leaves the skin feeling nourished and youthful.
THE IN-WATER MASSAGE Another hallmark of the Blue Lagoon experience is the in-water massage. “Combining the benefits of massage, the healing powers of geothermal seawater, and the sublime beauty of the
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spa Spa Of The Month
surrounding landscape, this treatment opens new horizons of wellbeing. Floating on the soothing warmth of a secluded area of the Retreat Lagoon, guests become one with nature as their massage takes them to unparalleled states of relaxation and rejuvenation," says Másson. Offered in durations of 30, 60, and 120 minutes, Blue Lagoon in-water treatments are unforgettable. Prices range from $122 to $213 to $343 for the full 120-minute experience.
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IMMERSED IN LUXURY
abundant comfort and wellbeing. With its own geothermal lagoon, wood-burning fireplace, private entrance, and butler, this secret treasure creates new dimensions of spa luxury,” says Másson. Step outside onto the terrace and breathe in the artic air. Feel the heat of the earth in the steam cave, take a plunge in the refreshing pool of cold water, or bask in the mineral-rich waterscape of the Blue Lagoon. Every space within and without the Reteat Spa embodies the unique treasures of this beautiful phenomenon.
The Retreat Spa was built into an 800-year-old lava flow and covers more than 43,000 square feet. Inside, you will find three private treatment rooms, a sauna, nest chairs boasting enchanting views of the Retreat Lagoon, and a room dedicated to highlighting soothing sights and sounds of water falling within the earth. “The Retreat Spa’s most unique feature is Lava Cove. An extraordinary ultra-private suite—a spa within a spa—Lava Cove is a place of
Blue Lagoon sees tourists from all over the world, but markets directly to the United States, the United Kingdom, and Continental Europe, as most of its visitors come from these regions. The spa uses traditional media, online outlets, e-newsletters, and social media to attract new and existing visitors. The Retreat Spa has also appeared in many publications as the best for well-
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MARKETING
ness experiences and spa treatments. Some of these recognitions include the Top Ten Luxury Wellness Escapes for 2020 by Town & Country and the Best Wellness Experience in DEPARTURES’ Legend Awards 2019.
TRAINING “At the Retreat Spa, all therapists are professionally licensed and thoroughly trained through vocational coursework designed in-house and conducted onsite. Each course aims to educate and enlighten, instilling a desire to bring out the best in themselves,” explains Másson. The staff hosts daily briefings to review guest feedback and discuss ways to enhance and refine the overall experience. Staff performance is reviewed through quarterly one-onone reviews conducted by supervisors. “At Blue Lagoon Iceland, we invest in our employees, constantly encouraging them to reach higher ground. Each staff member is allowed to develop and cultivate their skills and capabilities.
spa Spa Of The Month We want our people to grow with us. We all strive to be unforgettable hosts and create enduring memories for our guests. The key to success in this aspiration lies in defining clear goals and objectives, as well as creating a framework for measuring our performance,” says Másson.
wish to purchase their favorite items to recreate the experience at home,” says Másson. While many visitors purchase these products, the bulk of the spa’s revenue comes primarily from bookings, with the in-water massage in high demand. “The popularity of this extraordinary experience can be attributed to the fact that it was invented at Blue Lagoon and is not available at any other spa in the world,” says Másson.
REVENUE AND RETAIL Blue Lagoon has its own skincare line derived from the bioactive elements of geothermal seawater. Combined by the purity of nature and science’s power, the products are intended to heal a broad spectrum of skin concerns. “Thoroughly integrated with the guest experience, Blue Lagoon skincare is a fundamental component of the Retreat Spa. From the complimentary items in the private changing rooms to the raw elements in the Blue Lagoon Ritual to the in-water mask bar in the main Blue Lagoon, our skincare enhances the guest experience. And after using our products in the spa, guests inevitably
Rundown The Retreat Spa at Blue Lagoon Iceland Nordurljosavegur 11, 240 Grindavík, Iceland 354.420.8800 Bluelagoon.com Opened: April 1, 2018
Spa Director Spotlight Már Másson has been with Blue Lagoon Iceland since 2016. Initially hired to create a new HR unit that could accommodate Blue Lagoon's tremendous staffing requirements as the company prepared to open the Retreat, he subsequently led the marketing division until he was appointed COO of Blue Lagoon in late 2018. Már has a background in business, communications, and finance.
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Spa Spa Safety 101
SPA
SAFETY 101 22
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Spa Spa Safety 101
How to better protect yourself at work during COVID-19 by Selena Belisle
Some of us will find ourselves back to work before the current COVID-19 pandemic ends. While the best way to avoid the acquisition or transmission of COVID-19 is to self-isolate, three main factors can be addressed in your spa to help protect yourself and your clients against COVID-19. The three factors to minimize your risk are sanitation, air quality, and exposure.
SANITATION Proper sanitation in a spa treatment room requires two basic but specific steps. Most do not follow proper sanitation techniques, making the entire sanitation process less effective or useless.
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The first step to sanitize your spa treatment room is cleaning. Cleaning entails using soap and water to physically dislodge germs by washing and then wiping them away or rinsing them down the drain. Most cleaned objects or surfaces can either be dried with a fresh, clean towel or allowed to air dry. Cleaning physically removes dirt and other organic material or debris.
2 The second step to sanitize your spa treatment room is disinfection. Disinfection regularly entails using chemicals to kill or eliminate germs, and includes chemical wipes, sprays, or soaks with brands such as Lysol or Clorox. Disinfection will not remove dirt or other organic material, so cleaning must be performed before disinfection. Be sure to read the manufacturer’s directions on how to use your disinfectant. These directions will usually include an exact amount of contact time, also known as dwell time. That means the surface or object being disinfected will require a specific amount of contact time where the area must remain wet with disinfectant to be effective. You can also use equipment such as a UV sanitizer or autoclave to sanitize smaller spa items. Be sure to read the equipment manufacturer’s instructions. Spa items that can be properly used in a UV sanitizer or autoclave are usually metal in nature. Porous spa items such as a facial sponge or brush cannot be safely and effectively sanitized no matter what process is used, as it will likely compromise or destroy the porous object during the process.
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Spa Spa Safety 101
air to blow away from you and your client, towards any open windows and doors. Move your spa table as needed to allow this airflow.
Do not forget about proper handwashing between each client. It is good business during the pandemic to request each client to sanitize their hands upon entering your establishment. Because we cannot eliminate all germs with hand sanitizing or washing, we should sanitize all surfaces that are touched after each client’s use. This specifically includes sanitizing door handles, light switches, equipment knobs, lid covers, chairs or stools and so forth – anything that you or your client comes in contact with should be sanitized between each client.
AIR QUALITY Many scientists and government agencies are now acknowledging that COVID-19 may remain airborne and travel further than initially thought. As such, we should practice good air supply and filtration practices at the spa to help protect ourselves against COVID-19. Improving air quality in the spa includes: 24
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1 Practice outdoors, on a balcony, or even a rooftop whenever possible. Just ensure there are adequate privacy and protection measures from sunburn.
5 Be sure that all air filters in the workplace are clean and changed regularly. Keep all air filtration systems (i.e., HVAC) properly serviced and running. Remove all material or debris away from air vents/fans for the best possible air exchange. 6 If you have a window air conditioning unit, leave the air vent open.
2 When applicable, open doors or
7 Consider adding a HEPA (high-
windows to your spa treatment room to allow a more generous amount of air exchange. Increasing the amount of incoming air will help dilute lingering airborne germs, including COVID-19.
efficiency particulate air) filter or two next to your spa service area. HEPA filters can suction some airborne germs away from the service, and it will also help purify the air.
3 Consider changing your work area if you provide spa services in a small, poorly ventilated treatment room. Use the largest and best-ventilated rooms available. If you have a landlord or employer, ask them if they have any solutions to place you in an improved air quality operating space during the pandemic.
8 Consider consulting an air quality control organization such as ASHRAE (formerly known as American Society of Heating, Refrigerating, and AirConditioning Engineers) for advice for your establishment.
4 Position equipment such as fans, air vents, and facial steamers in the back of the top of the table (behind the client’s head) to allow this forced
EXPOSURE Reducing the amount of time a client spends in the spa and the number of potentially contaminated surfaces will help minimize your exposure to COVID-19. Tips to reduce your exposure include:
Spa Spa Safety 101
1 Completing client intake forms via email, phone, or a secured website instead of at the office. You can similarly create a social distancing payment method, and so forth. 2 Requesting your client not to wear jewelry, which will decrease the amount of time your client spends dressing and undressing at the spa. 3 Having your client wait in their car until you have properly sanitized the spa for their service. You can call or text them to let them know you are ready for them to enter and begin service. 4 Wearing a face covering, whether inside or outdoors. Consider adding a face shield for increased protection. Facial services that include anything that puts you in close personal contact with the client’s airway are not recommended during the pandemic. If you must provide facial service, direct the airflow to move air away from you and the facial service area. If you provide a body scrub, wrap, waxing, or any other spa service with the client lying down on a spa table, try to provide most of your spa service in the prone (face-down) position. Minimizing your exposure to the client’s airway is the goal. If a client has a gift certificate to your spa and wants to redeem it before the end of the pandemic, then recommend services with the least amount of personal contact time. These include bathtub spa soaks, aromatherapy showers, and services provided in the prone position on a spa table. Consider each item in your spa workspace and eliminate anything nonessential to reduce the amount of potentially contaminated surfaces. This includes trashing old magazines and moving lesser-used items into a sealed drawer or closet. For example, you can place your entire facial steamer/loop lamp, an entire waxing cart, and all other spa equipment in a closet or unused room when providing spa service that does not require it. Keep items such as clean and dirty linens in separate air-tight containers. Dispose of garbage in a self-closing metal trash can. You should treat your spa as if every single client is contagious with COVID-19. That means if you must work, you should minimize your exposure, thoroughly sanitize between each client, and work in a manner that will improve your air quality. While the best way to avoid COVID-19 acquisition or transmission is to self-isolate from others, addressing these three factors thoughtfully and thoroughly may help minimize your risk in the spa during the pandemic.
before
after
Author Selena Belisle is the Founder of CeInstitute. com in Miami FL. She has been practicing spa and massage therapies for over 30 years. Selena is an approved CE Provider by multiple boards including the Florida Board of Cosmetology & NCBTMB. She now teaches full-time for the Cosmetology and Complementary/Alternative Health Care Industries.
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Spa
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NEWS Equipro Maxi-Pedicure Specifically designed for pedicure treatments, this bed is equipped with a hydraulic height adjustment system for an effortless and smooth experience. The Maxi-Pedicure swivels 360 degrees, and is designed with a manually adjustable headrest, backrest, and two separate foot cushions for ease of access to both legs.
Call (1 877) 324-2226 or visit www.equipro-bty.com
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Herbal Skin Solutions Pro Glow Peel Even skin tone and texture for an overall brighter and more youthful complexion. The Pro-Glow Peel contains a unique blend of naturallyderived lightening agents to inhibit skin pigmentation, and plant and fruit extracts to increase cellular turnover and enhance moisture levels.
herbalskinsolutions.com
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Relax & Wax Arnica Oil Arnica is known for its anti-inflammatory, soothing, and antibacterial properties. It can help reduce pain, inflammation, and decreases healing time for bruises and wounds. Blended with refined vegetable oil for its light texture, it will not penetrate the skin or clog pores, making it the perfect match for waxing.
relaxnwax.com
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business Selling Safety on Social
SELLING SAFETY ON
SOCIAL
Marketing your safety protocols and delivering by Louis Silberman
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business Selling Safety on Social Welcome to the twilight zone! So far, 2020 has created many challenges for all of us—both personally and professionally. We’re learning how to adjust, readjust, and survive in our new world. The economy may be slowly reopening, but with so many cases of COVID-19 still being reported, consumer confidence remains low. Many people are too scared to eat inside a restaurant or go to the gym, even with social distancing intact, and they may be more reluctant to get a facial because close contact with you (the service provider) is required. Everyone wants to get back to work. So, the question becomes, how can we “sell safety” and make customers feel warm and fuzzy enough to book an appointment?
GETTING THE WORD OUT Now is the perfect time to transform your marketing efforts, starting with social media, so that moving forward, everything you say and do sells safety! Social media platforms such as Instagram, Facebook, and LinkedIn are ideal for this because they are both immediate and visual. Posting pictures of yourself and your clients wearing masks, clear shields, and gloves, along with brief explanations of what you’re doing to go above and beyond suggested safety protocols, speaks volumes to concerned customers. You should also regularly add “Did You Know…” posts with tidbits such as “…we sanitize all shared surfaces every 30 minutes?” or, “…all of our chairs are a minimum of six feet apart?” or, “…we take temps daily,” etc. And it’s a good idea to post information such as, “If you’re feeling under the weather, even if it’s just allergies, kindly wait two weeks to schedule with us.” Use social media to advertise your newly relaxed cancellation policy, letting customers know they won’t be billed for canceling when they aren’t feeling well. You may think that continually reminding customers of your safety protocols is redundant, but I assure you it isn’t. Customers want to be reminded
and reassured. I won’t go into any business where 100% of staff and customers aren’t wearing masks and social distancing. I only fly on airlines that guarantee an empty seat on either side of me. I regularly seek out businesses that strictly follow CDC guidelines, and I’m betting others do, too. Many people won’t say anything to a business owner or employee if their personal safety comfort level isn’t being met; they simply won’t return to that business. Don’t let your customers wonder about your protocols and, as a result, hesitate to make or keep an appointment.
SELLING SAFETY WHEN BOOKING All of the protocols you share with customers when booking an appointment, including things like “text from your car and we’ll let you know when to come inside,” “remember to wear a mask,” or “we offer hand sanitizer in every room and ask that you use it throughout your visit,” can be incorporated into your social media posts, along with pictures of you and/or your staff having fun while staying safe.
SUMMARY Without a doubt, 2020 has had a lion’s share of bumps and curves, and we’re only three-quarters of the way to the finish line. Whether we like it or not, coronavirus has dramatically affected our daily lives, and out of necessity, the aesthetics industry is shifting with the changes. Think of it this way: when you take extensive measures to ensure you and your clients’ safety, it’s not only smart, it’s smart business. But you have to let them know what you’re doing ahead of time. Social media is perfect for this and doesn’t cost you a dime. Treatments that get results will always be essential; so will great products, excellent customer service, and perceived value. But without safety and customer confidence, none of these things is possible. Sell safety, and deliver results.
Louis “The Laser Guy” Silberman is CEO of National Laser Institute, a national cosmetic laser and medical esthetic training center founded seventeen years
REBRAND YOUR SLOGAN
ago, and owns medical spas in Scottsdale
If your current marketing slogan is something like, “Sally’s Spa—The Best Facials in Town,” you might consider rebranding, at least temporarily, to something more along the lines of “The Safest Facials in Town.” This is a catchy way to get the word out, using minimal words for maximum impact.
and Dallas. He’s the author of Make It Happen Online and a motivational marketing speaker. Silberman created the sixth most visited health/ beauty website and was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award 2014. Contact him at louis@nationallaserinstitute.com and follow him on Instagram at louisthelaserguy.
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Business
NEWS European Wax Center Launches Fall 2020 Experts in Wax Scholarship
ISM SPA Announces New Openings & Re-Openings in Next Normal
European Wax Center is generously funding six “Experts In Wax” scholarships, administered by Beauty Changes Lives. The scholarships celebrate the training, skill and expertise that esthetic and cosmetology students bring to their career calling as licensed professionals. Each recipient will receive a $2,000 tuition scholarship and membership in a cohort community of more than 600 hairstylists, estheticians, spa professionals, and small business owners.
ISM Spa, the leading women-owned spa management company, is pleased to announce a path to healthy spa operations with re-openings in their current properties and new openings in highly desirable markets. New Spa Openings this summer include Poseidon Spa at JW Marriott at Plant Riverside District in Savannah, GA, and Poseidon Spa - Grand Bohemian Charlotte. R+R Wellness at the Grand Hyatt Nashville is scheduled to open October 1.
Applications are now available at
ismaspa.com
beautychangeslives.org/scholarships/.
Grande Cosmetics Raises Over $200,000 for Feeding America After successfully raising $200,000 this spring for Feeding America, a non-profit and the nation’s largest domestic hunger-relief organization, Grande Cosmetics continued The Beauty From the Heart campaign with a new goal to bring the brand’s total 2020 contributions to $300,000 or more!
grandecosmetics.com
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See what the @estheticianedit duo has been up to this month! Richer makeup looks and nails, pumpkin spice facials, and spiderylong lashes, many will be looking to FALL into beauty this season. What fall-inspired treatments are you promoting this October? Better yet, what Halloween-inspired Spa Specials are luring customers in for a treat? Perhaps the popular Vampire Facial to stimulate collagen • Have you checked out our blog?
We’re sharing 5 Daily Habits Every Esthetician Should Follow!
• Our Editor, Samantha, sharing her Bedtime Beauty Secrets with Skin Script on Instagram! Follow us for more Etsy skincare favorites!
or a Mummy Wrap to improve microcirculation and reduce water retention. Fall is the perfect time to get creative and have fun with your services and promotions! It is the most festive season of the year, which means your clients will be looking to you, their Fairy Godmothers and Godfathers, to perform some serious magic! We’re super excited to see what you all have conjured up! Follow us on Instagram and tag us in your favorite fall treatments!
• Know yourself, know your audience. This blog is all about finding your niche in the beauty industry!
• When it comes to making your clients feel secure, it's all in the details. Learn how to create a safe and relaxed client experience for your clients’ amidst all the chaos. Turn to pg 50
Follow 32
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DEHYDRATION GUIDE How to treat water-deficient skin
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Dehydration Guide
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Dehydration Guide
Demystifying Skin Dehydration by Joanna Kula, L.E.
There’s no denying that hydrated skin is healthy skin. You only have to look at a raisin and compare it to a plump, juicy grape to see first-hand the effect that proper hydration has on our skin. Dehydration is one of the most common skin conditions that almost everyone experiences at some point. It can be temporary or chronic, present in all skin types, even oily skin, and are caused by intrinsic and extrinsic factors. While dehydrated skin is not difficult to treat, it can sometimes be misleading or mistaken for dry skin.
DRY VS. DEHYDRATED SKIN Whereas dry skin lacks oil and is characterized as a skin type, dehydrated skin lacks water and is considered a temporary skin condition. The tell-tale signs of skin lacking in water are a crepy or rough texture with tightness, flakiness, redness, increased sensitivity, more pronounced fine lines, dark circles, and a dull complexion. The challenge for skin therapists often lies in pinpointing the cause of dehydration, which is typically a combination of many different factors, some of which are beyond our control.
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Dehydration Guide
WHAT CAUSES DEHYDRATION? The human body is made up mostly of water, 65-70% to be exact and it requires a constant balance of minerals and electrolytes to function properly. With skin being the largest organ and holding nearly 20% of the body’s water reserve, it only makes sense that the skin will be highly prone to dehydration. Water can quickly evaporate through the epidermis causing trans-epidermal water loss (TEWL) or move in and out of the cells internally through a process called osmosis. Internal factors are one reason dehydration is common, and although drinking water is an obvious solution, it doesn’t always solve the problem entirely. Slight fluctuations in pH and electrolyte balance can cause water to leave faster than it can be replenished. Medications, caffeine, alcohol, salty foods, stress, poor diet, lack of 36
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sleep, allergies, and certain lifestyle choices can contribute to skin dehydration. Add environmental factors, harsh skincare products, and certain cosmetics to the mix, and it’s no wonder that many people experience dehydration on a daily basis.
ENVIRONMENTAL EFFECTS Our skin is constantly responding to its environment and has a natural built-in ability to regulate its moisture levels by producing substances called natural moisturizing factors. NMFs keep our skin hydrated internally, acting as tiny moisture reservoirs. They also increase or decrease in proportion to the environment. Extreme or constantly changing temperatures can disrupt the skin’s ability to regulate its moisture levels leading to temporary dehydration. This is very common with air-travel, seasonal changes, and exposure to in-
door heat, air conditioning, pollution, sun, wind, etc.
HOW BARRIER FUNCTION PLAYS A ROLE To understand how our skin loses water externally, we need first to examine the stratum corneum, (the skin’s outermost layer,) which acts as the main barrier between our body and the environment. Made up of mostly keratin, the stratum corneum’s job is to keep toxins and bacteria from entering the skin and to prevent water from evaporating out of the cells. Like brick and mortar, a healthy stratum corneum is composed of many layers of corneocytes tightly packed and held together by an intracellular matrix, made up of lipids and proteins. Is it within these cells that we find the skin’s natural moisturizing factors. When the stratum corneum is too thin or damaged, it cannot produce
Dehydration Guide enough NMFs. Subsequently, when the skin’s barrier is compromised, water escapes more easily, resulting in transepidermal water loss.
SHORT-TERM VS. LONG-TERM EFFECTS The good news is that short-term effects of dehydration are usually temporary, and with proper treatment, the skin can bounce right back to its former self. On the other hand, chronic dehydration can wreak major havoc on the skin, putting stress on living cells and tissues and affecting their biological functions. This leads to an impaired barrier function, which leads to inflammation and the breakdown of collagen, which ultimately leads to premature aging. It’s no surprise that keeping the skin properly hydrated is still one of the best and most effective anti-aging solutions.
TREATING DEHYDRATED SKIN Aside from drinking more water and making simple lifestyle changes, treating dehydration can be as simple as adjusting a client’s skincare routine
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and adding more humectants or waterbinding ingredients such as hyaluronic acid, urea, sodium PCA and glycerin. Hydrating treatments, masks, serums, and water-based products are excellent ways to get more water into the skin. Alternatively, adding emollient ingredients will help to seal in hydration and prevent water from escaping through the epidermal layers. If the lipid barrier is damaged, ingredients that mimic the skin’s natural moisturizing factors like squalane, ceramides, lipids, and amino acids can help repair, heal and strengthen the stratum corneum until the skin can make its NMFS again. Meanwhile, oilbased creams and emulsions can create a secondary layer of protection against a harsh environment, especially during extremely dry months. During humid seasons, even though the skin is better able to hold onto water, it can still become dehydrated from heat, excessive sun sweating, and indoor air conditioning. To prevent dehydration, it’s essential to educate clients on what they should avoid in their skincare regimen. Using harsh cleansers or
alkaline soaps, strong exfoliants, and hot water can severely impact the skin barrier. A proper cleansing regimen should be gentle enough, yet effective at removing sunscreen, pollution, and impurities while still respecting the skin’s delicate balance. The skin should always be protected during the daytime. When our bodies generally become more dehydrated at night, a rich and nourishing night cream can help keep it supple. With time and proper care, the skin will regain a plump, dewy, and healthy appearance. After all, our skin is an intelligent organ, and it is more than capable of healing itself, given the right environment and proper nutrients. Joanna Kula is a Licensed Esthetician, Skincare Educator and Founder of Skin Devotee. She has a science background and over 10 years experience in the treatment room, working alongside the industry's top leaders and training with elite skincare lines. Joanna is passionate about skin and dedicated to empowering others through education. She hopes to see the future of the industry as a thriving playground for all skincare professionals.
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Dehydration Guide
Quench
Your
Thirst!
Six water-loving ingredients to hydrate the skin by Aurora Solis
Many clients confuse their dehydrated skin for dry and vice versa. It is important to note that dehydrated skin is a skin condition caused by a lack of water in the skin, and anyone with oily, dry, or combination skin can have it. Dry skin, on the other hand, is a skin type characterized by a lack of oil. On the bright side, dehydrated skin is usually a temporary concern that can be treated with the right ingredients. The best way to treat this condition is to encourage more water-rich foods into your clients' diets and hydrating skincare ingredients into their regime. Here are the top thirst-quenching substances to look out for when treating dehydrated skin.
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Dehydration Guide
Hyaluronic Acid: This is a waterwonder for your client's dehydrated skin. Also known as hyaluronan, hyaluronic acid is a sugar naturally produced by your body to lock in water and help keep your skin nice and plump. Due to aging and environmental aggressors, our skin's HA levels can begin to take a bit of a dip. Fortunately, this ingredient can be found in many products like creams, gels, serums, supplements, and injectables to help bring your clients' skin back to life.
Glycerin: Glycerin is another humectant that acts like a sponge in the way it interacts with water. Not only does it attract moisture from the air, but it pulls water from the deeper layer of the skin to deliver it to the outer layer of the skin. This water-binding element is derived from plant oils, fermentation of sugars, and can be synthetically produced. It is clear and odorless, and commonly found in cleansers, serums, and moisturizers. It is also great for reducing acne and soothing irritated or damaged skin.
Aloe: Since the gel's primary constituent in the leaves is water, it's no surprise that aloe is one of the best ingredients for hydration. This ingredient is perfect for bringing back that dewy glow for your clients. Still, it also does wonders for the skin by delivering an array of vitamins and minerals to treat common skin concerns like acne, eczema, and psoriasis.
ing hydration. Although, lactic acid is by far one of the premier choices for those with sensitive and aging skin. It speeds up the cell growth process while increasing hyaluronic acid in the skin. It can make dull, coarse skin look thicker and plumper through a natural hydration process. The exfoliation properties also help with eliminating hyperpigmentation and restoring a more youthful glow.
Ceramide: Found in the skin's uppermost layer, ceramides are fatty acids that help retain moisture and hydration and maintain the skin's barrier. They contain hydration-boosting properties that not only help to preserve long-term hydration but strengthen the skin's surface to protect it against environmental stressors like dry heat or extreme coldweather conditions. If your client is suffering from both dry and dehydrated skin, add products with ceramides to their routine.
SEAL THE DEAL While humectants like the ones above attract water, occlusives prevent it from escaping by serving as a physical barrier. Your clients can lock in their hydrating products by layering mineral oils, squalene or a thin layer of vaseline to their face. Note that these agents may be too heavy for oily and acne-prone skin, and are best suited for dry skin. If your client has oily skin, it may be best to stick with light-weight and oil-free moisturizers.
Honey: When the skin needs a sip of
INGREDIENTS TO AVOID
hydration, look no further than honey. This natural humectant helps the skin absorb water and lock in moisture, making it ideal for dehydrated and dry skin. Its probiotics and enzymes make it an excellent exfoliator without stripping the skin of its oil barrier. Due to its gentle nature, honey can be a perfect choice for sensitive skin types.
If your clients come to you with dehydrated skin, it is best to advise them not to use harsh cleansers, irritating cosmetic products, and any products that contain fragrance or alcohol that can strip the skin. It is also best to avoid ingredients like tea tree oil, benzoyl peroxide, salicylic acid, clay masks, and most types of exfoliators and chemical peels until the condition is taken care of. It is also important that your clients don't over-wash their skin, especially with hot water.
Lactic Acid: Water-soluble acids like citrus and glycolic are great for upkeep-
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Holy Grail Hydration! Quench Dehydrated Skin
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1. Lactic Dermobooster • Sothys USA • sothys-usa.com 2. Organic Eye Cream • Dr. Alkaitis • alkaitis.com 3. Moisturizing Gel • BiON Skincare • bionresearch.com 4. Watercress Hydration Cascade • FarmHouse Fresh • farmhousefreshgoods.com 5. Lift Away Cleansing Balm • Quench Nourishing Moisturizer • Osmosis MD • osmosisbeauty.com 6. Hydravita Skin Restoring Gel • Nature Pure • naturepure.com 7. Moisture Replenish • Elemental Herbology • elementalherbology.com 42
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8. Facial Cleanser • Hyalogic • hyalogic.com 9. Hydramucine Optimal Cream • G.M. Collin • gmcollin.com 10. Sheer Hydration • Le Mieux • lemieuxcosmetics.com 11. Dermist M3HA • Hale Cosmeceuticals • halecosmeceuticals.com 12. Essential Mask • Karin Herzog • us.karinherzog.com 13. Anti-Aging Hydrating Mist • KERACELL • keracell.com 14. Aqua Mask • G.M. Collin • gmcollin.com LNEonline.com
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1. Extreme Dry Skin Therapy • theraderm • theraderm.net 2. Hyaluronic Serum • G.M. Collin • gmcollin.com 3.Extreme Cream • DermAware • dermaware.com 4. Mist Me • Hale & Hush • haleandhush.com 5. Aqua Radiance Hydro Mask • E'shee Clinical Esthetic • esheeesthetic.com 6. Gelee Moisturizer • FarmHouse Fresh • farmhousefreshgoods.com 7. Herbaceous Hemp Butter • Hempfield Botanicals • hempfieldbotanicals.com 8. Hyaluronic Serum • Le Mieux • lemieuxcosmetics.com 44
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7
Let your lashes and brows be a standout, naturally!
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1. Hydrating Collagen-Infused Eye Pads • LashBee • lashbee.com 2. Hydrating Moisturizer • Skin Script • skinscriptrx.com 3. Hush Hydrate Mask • Hale & Hush • haleandhush.com 4. Collagen Hydrating Masque • Dr. Jeff • dr-jeff.com 5. Moisture Renewal Mask • Bel Mondo • belmondobeauty.com 6. Pumpkin Latte Hydration Masque • Eminence Organics • eminenceorganics.com 7. Main Squeeze Hydrating Serum • Sorella Apothecary • sorellaapothecary.com 8. Hydrate HA Elixir • A Method • theamethod.com 46
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organic & wellness The Healing Power of Honey
The Healing Power of Honey The internal and external superfood by Wendy Westbrook
Oh, Honey. Maybe you are the ultimate superfood of superfoods. Honey has been -- and will likely remain -- a top beneficial ingredient for more than a sweetener or something to add to a delicious piece of almond butter toast. What we’re putting into and on our bodies matters more than ever in helping us stay physically and emotionally balanced. So, what exactly is honey good for, in and out of the spa environment? Can honey indeed be the ultimate infection fighter, vitamin infusion, wound healer, and decadent spa treatment all in one?
WHAT’S BUZZING IN THE BEE WORLD The benefits of honey have been documented for hundreds of years, and it’s one of the only food sources that does not spoil when adequately sealed. It must be beneficial for internal and external use if it’s powerful enough to sustain the wear and tear of time without spoiling. I was introduced to some top natural and certified organic product companies several years ago when I became fascinated with honey-infused products, superfood ingredients, and derived-from-earth goodness. 48
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organic & wellness The Healing Power of Honey
“Historically, people of all cultures have consumed the world’s greatest natural blend of healthy bacteria in the form of honey,” says Alejandra Vasques, a researcher at Lund University. A study produced findings that wild bees’ stomach is full of healthy lactic acid bacteria that can fight infections in both bees and humans¹. The research also shows that bees’ healthy bacteria die when beekeepers treat them preventatively with antibiotics. Bees’ systems are weakened in commercial farming from being treated with antibiotics, suffering stress, eating synthetic food, and forced to fly in fields sprayed with pesticides.¹ More than ever, we must try to help the cause and source our ingredients in ways that protect our earthly providers and ourselves. We all share the responsibility for the sustainability and protection of Mother Earth. Bees play a vital role in the existence of the human race, and we would struggle to sustain life without them. The extinction of bees would indeed mean the end of humanity.³ That’s a big spoonful of honey to swallow!
HONEY FOR THE MIND, BODY & SKIN When it comes to the mind; many factors can play into becoming distracted, anxious, sad, angry, or just plain exhausted. Adequate sleep is known to be a top contributor to staying mind and body balanced. Honey is known to help promote better sleep, affect-
ing our hormone levels, energy levels, metabolism, and especially how we feel. Honey is also excellent for adding some sweetness to our lives without the consequences of overeating refined sugar. Besides being a superfood free of caffeine, honey also has quality carbohydrate energy for working muscles. It is blended with an array of vitamins and minerals, including riboflavin, potassium, vitamin C, and some lactic and glycolic acid bacteria. Also, taking honey before bed is believed to help with blood sugar levels, promoting melatonin release, and detoxing the liver. It is rich in anti-inflammatory factors that soothe your sensitive skin, provided you are not allergic to honey perse. ² It is known to help calm cuts, wounds, blisters, insect bites, dandruff, and can also help with bleeding gums, plaque, and gum disease. Honey has antimicrobial and antifungal properties which make it a proactive first line antiseptic for at-home use.² Honey also slowly releases levels of hydrogen peroxide when it makes contact with the wound. Incredible! Some days, it seems there could be nothing more relaxing than a warm, honey drizzle body-infusion treatment after a sugar or salt scrub. I recommend a pedicure with an added melted honey application and a calming and soothing honey mask—possibly a nourishing and soothing lip treatment with a warm honey scalp wrap. Think about your very own all-over body mask with raw honey and soaking in an aromatic, herb-infused salt blend bath.
Lastly, using honey at home or in the spa can reap many benefits for you and your clients, and it truly matches with the farm-to-spa theme booming in the industry. It’s protective, soothing, calming, and healing nature can nourish so many aspects of the mind, body, and skin. Honey appears to be a true and pure superfood with the power to help heal on so many levels dating back centuries. Its delicious, sweet taste and aroma can brighten even the dullest of days. How about finishing off the day with an aromatic honey & peppermint tea for a nightcap to calm anxiety and naturally quiet down the busy mind? Bee sweet and make sure to support your local honey sources and beekeepers -- they play a critical role in sustaining the life of bees, our planet, and our well-being.
1. bits of science website (accessed 2012, March 14). Be honey naturally rich in lactic acid bacteria, perhaps our first probiotic food. Available at https://bitsofscience. org/bee-honey-lactic-acid-bacteria-probiotic-food-5273/ 2. (Surbhi, 2019). 8 Benefits of Honey on Skin: Know From Dermatologist. Available at dermatocare.com/blog/8-benefits-ofhoney-on-skin--know-from-dermatologist 3. Daftardar, I. (2019). Why Bee Extinction Would Mean the End of Humanity. Available at https://scienceabc.com/nature/bee-extinction-means-end-humanity. html Wendy Westbrook is an Educator for FarmHouse Fresh®, licensed Esthetician & NCTMBW certified/licensed Massage Therapist with 14 years in the spa industry. After college, she aspired to become a spa therapist in hopes of helping clients discover their inner and outer beauty though bodywork and skincare. Her work experiences include exceptional customer service at RockResorts spas in Vail, Colorado, as well as retail and merchandising. She has practiced modalities including Cupping and Lymphatic Drainage, Oncology Massage, Energy Bodywork, Reflexology, Advanced Myofascial Techniques through The Rolf Institute, and Microcurrent treatments for Face & Body.
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Organic & Wellness
NEWS 2
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Chakra Pura Amazonian Rejuvenation Herbal Tea Nourish your wellbeing and the health of the Amazon rainforest. Enjoy each sip knowing that the herbs are working together in harmony to rejuvenate your body and mind. This is a beautiful way to cultivate self-love and spread the love to your clients.
Soleil Toujours Organic Set + Protect Micro Mist SPF 30 Protect the delicate skin on your face with this 70%+ organic micro mist formulated with the safest clear broad-spectrum UV protection. This formula is packed with EcoSun ComplexÂŽ, aloe extract, green tea leaf extract, and sodium hyaluronate to help calm and hydrate the skin.
chakrapura.com
soleiltoujours.com
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Burly Buff from Makes Scents Natural Spa Line Be a hero and slough off all those dull, dead skin cells with Burly Buff. As the scrub exfoliates with organic sugar, it also fights nasty free radicals and nourishes skin with oils of sunflower and safflower.
makesscentsspaline.com
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Black Currant Vita-Gel HydraMasque from Nature Pure Deeply hydrate, purify, and whiten the skin with this antioxidant and vitamin packed gel masque. Transform the health of cells, calm, soothe and brighten complexion. This masque contains Sodium PCA, Hyaluronic Acid and Aloe vera to replenish moisture levels and plump skin.
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THE SAFER CHOICE
Hair Removal
FOR PROFESSIONAL HAIR REMOVAL
Nufree® is a non-wax hair removal process that will remove hair from any part of the body—virtually pain-free. Because Nufree® isn’t a wax, clients won’t experience the pain, redness, or swelling that often happens with wax-based products. Scientifically tested, Nufree® is a self-preserving antibacterial and antimicrobial, ensuring that it’s both safe and effective. Nufree® is so gentle that clients can apply makeup, swim, and tan once finipil® has been applied after their treatment. finipil® our patented* and FDA registered antiseptic lotion kills 99.999% of germs, cools, soothes, and protects the skin from ingrown hairs and irritation! nufree-professionals.com
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image Stress-Free, Bride-To-Be?
STRESS-FREE, BRIDE-TO-BE Putting your Brides at ease this wedding season by Susan Talamantes
Running a Beauty Business during a Pandemic is probably not what you had in mind for 2020. As Covid-19 runs its course, our Brides have to make some difficult decisions and adjust their wedding plans. This is a time as Beauty Professionals that we should re-evaluate our processes. With a few adjustments, you can deliver excellent service for your Brides and, at the same time, increase your bookings, even in the middle of a pandemic.
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image Stress-Free, Bride-To-Be?
SIMPLIFYING THE CLIENT EXPERIENCE First, let’s chat about your Client Experience. This is the journey you take your clients on from start to finish and the impression you leave with them. We all know how important first impressions are alone. How do you want your clients to feel every time they encounter you and your brand? Planning a wedding or special occasion is stressful on its own, the last thing you want is for your booking process to add to that stress. Make sure everything you ask of your Bride is communicated clearly and as simple as possible. For example, instead of asking the Bride 30 questions on your contact form, simplify the form to about 5 of the most important information you need upfront. Having too many questions on your contact form will take your Bride more time and cause her to feel overwhelmed, resulting in her leaving the website altogether.
COMMUNICATION IS KEY One of the easiest ways to make your clients happy is to respond to their emails quickly and keep constant communication. You will be surprised how much they will appreciate that. Before sharing any other info or pricing, invite them to schedule a phone call with you. For some of you, that may sound a little scary! Hear me out here. Remember that Brides are feeling stressed and unsure of what to do during this time. Support them by allowing them the opportunity to get on the phone with you. Here’s the formula I use to get the call scheduled quickly. Give them an option to schedule the call as soon as possible. If your schedule allows, offer the next day or two with the available time frames. As another option, you can include a link to an online scheduling system like Calendly. If they are not available the two days and times you gave them, they can easily access your online calendar and schedule a call with you! When you set up your online calendar, you will control the
The peace of mind they will have by hiring you will definitely be worth the investment days and times a client can book you. This option is so convenient for both you and your client. While on the call, allow them space to chat about their wedding planning experience. This is an excellent opportunity to develop a connection and, again, support them. After hearing them out, you can share all about your booking process and how you can serve them. If there are any adjustments you have made in your business due to Covid-19 or any special ways you are accommodating your client’s, definitely go over those changes. Don’t also forget to share what makes your business special. Why should they hire you over others?
HAVING A PLAN B An emergency plan is something that has always been important when dealing with Weddings or Special Events. Now, it’s an absolute must! I know this is a topic that most people try to avoid because nobody wants to think about things going wrong. However, the last thing you want to do is encounter an emergency and not be prepared. Communicate with your client what your plan would be if you were to get sick or anything else would happen. Now, when and if something comes up, you will have a much easier time navigating a solution, and your client will have a better attitude as this is previously discussed and agreed upon. Knowing you have a plan in place will increase their trust and confidence in you as an expert in the industry.
you’ve made an excellent first impression by responding to their inquiry quickly. You’ve shown compassion by allowing the client space to vent and ask questions. You’ve done some educating and have presented yourself as a trustworthy expert. You have shown so much value that the cost is not as important to them as the value that you can provide. The peace of mind they will have by hiring you will be worth the investment. Make sure to have your laptop nearby so that you can send your booking options, while still on the call. You can review the document together and then share what the next steps are in your booking process. There’s always room for improvement, right? As business owners, we are continuously evaluating, learning, and fine-tuning to get the best results possible! Take a look at your current process and see where you can use some of these strategies. Improving your booking process will gain you more bookings and some very happy clients!
Susan Talamantes owns a Bridal Hairstyling and Makeup company serving California, Las Vegas, Hawaii and Destination Locations. After over a decade in the Beauty Industry and building a successful Bridal Beauty Company, she now helps Wedding Hairstylists and Makeup Artists build their businesses. She helps Beauty Pros gain more bookings using Instagram and get organized by building efficient systems. If you enjoyed this article and would like to learn
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