Business Building Guide

BUSINESS Guide BUILDING

Trend Alert

Top Trends In The Beauty & Skincare Industry

Business Building Tips

How To Host A Successful Spa Event

Marketing Tips & Successes

Social Media Best Practices

Contents

Business Building Guide

About Edgeless Beauty Pro

Social Media Best Practices

SE What? The Importance of SEO

Motivating Your Retail Team

Stay On Trend

Spa Eventing Success

Our Brands

Let’s Socialize

Continue Learning: Best In Beauty Podcast

About Edgeless Beauty Pro

Education

Education is at the forefront of our partners path to success. We provide you with the resources and support needed to educate your team and become experts in their craft.

Best

In Beauty

We have a diverse portfolio of dynamic beauty brands, thoughtfully curated and connected by a shared passion for transformative experiences in the beauty industry.

Partner Focused OutcomeDriven

We are focused on providing you with the resources & tools needed to be successful & stand out amongst competition.

Our team is driven to provide your spa with results in sales. By connecting with us, our partners saw a 30% increase in sales.

About Us

WHO WE ARE

In combination with our umbrella brand, Edgeless Beauty Group, we celebrate big thinking, and a fearless pursuit of future innovation. It is at the core of what we do, who we are, and what our brands stand for. It is within this limitless expanse that artistry, innovation and creativity have space and opportunity to develop.

Social Media

Best Practices & Finding Your Voice

Social Media is the way of life today. Many different brands, your competition, are all sharing and promoting themselves on social media in some way. The key for your business is the you stand out amongst the competition, and in result, bringing clients through the front door.

Success in video Consistency is key Be Yourself

Having a strong social media presence, is one of the most important thing you can do for your business, other than providing an incredible service. Social media creates brand awareness, and it can do it for you a whole lot faster than other marketing strategies and reach thousands more potential clients. The key to creating brand awareness on social media is by being consistent. You can’t post once a week and expect your page to skyrocket and clients to be running through the door. Social media takes time, and users have to trust your brand in order to engage with you. Shoot for a goal of posting 3x a week, and eventually 5-7 days a week.

You’ve seen it around and it’s not going anywhere - video is here to stay. Videos are a key to growing your social media following and engagement. Jump on the trends! Use trending music or voice overs in your videos will help you reach the most users everytime you post. Adding text to your videos, using the platforms filters, all these little tools help the platforms algorithim prioritize your video and show it to more users. Motivate your team to take videos throughout the day and/or dedicate one front desk staff member who loves social media to take videos each day.

You may hear this advice when you’re about to meet someone knew, but we use it in a different sense. Imagine if your brand had a personality. How would you describe it? Think about your brand, it’s goals, values and whom it is speaking to. How does it stand out? It’s not only important to be yourself when you are showing you face on social media, but that your brand is to! Users want to follow brands that are unique, stand out from the rest, and most importantly, are authentic. Being yourself on social media is something that users can feel. It brings a sense of relatability and trust.

SE What ?

Let’s chat about the importance of SEO

SEO stands for Search Engine Optimization. SEO is how you get your website higher on the list of search engine results from websites like Google and Yahoo. If a potential client is searching for “Hydrating Facial Near Me,” the websites that pops up first are considered “optimized,” meaning that potential customers see them first.

As a business you definitley want to be coming up first on Google as the “Best Hydrating Facial In The Area.” Let’s chat about how you can implement SEO today.

Optimize For Google My Business

For local SEO it is very important your Google My Business page is strong. It’s critical that clients are aware of your services, location, and hours of operation. Reviews on Google are also incredibly important for boosting SEO, so make sure to ask your clients to leave a review before they leave.

*Read our blog on SEO for more Google My Business tips

BackLinks

Backlinks are when another website links back to your site. This could be in a blog or service page. Backlinks show Google that other websites approve of your site enough to link back to it. This gives your website authority and reliability in the eyes of the search engines. Blogs are a great place to backlink as well as brand websites. Do you offer Microdermabrasion treatment?

Backlink Diamond Tome’s website on the service page!

Blogs

Keywords

Keywords are specific words that you place in your website that potential clients will be serching in a search bar. So think, what needs do potential clients have, or a problem they have that you can help them solve? What are their interests? Once this is considered you can imaging what that customer would be searching in a search box. If they are searching “Best Hydrating Facial Near Me” you need to make sure your service descriptions on your website or blogs has “hydrating” and “facial “ in them. Keywords should be used in every piece of content on your webstie.

Blogs are great to incorporate on your website as a resource for clients, provide you with more social content and of course, boost SEO! The more pages and content you have on your website, the more opportunity to optimize SEO. Make sure to be using keywords naturally in your blogs heading and body. Blogs should have a minimum of 800 words to boost SEO.

Want More?

Checkout our blog!

Stay TrendOn

Staying on top of trends in the beauty and spa industry is vital to your businesses marketing success and services you are providing. Making sure you are talking about top trends, staying up to date with them and implementing them in your services makes your business stand out amongst the rest.

Hyper-Personalization

"Advancements in skin health have evolved into a hyper-personalized approach rather than thinking one type of Cancer Facial treatment works for every skin. We are on the cusp of delivering more advanced skin restoration to our clients as our tools and knowledge base evolve. Working exclusively as a Global Educator in Cancer and Skin Health, it is an exciting moment for our industry."

- Julie Bach, Founder of Wellness for Cancer-A Cancer Education Charity for the Wellness Industry

People are looking for bespoke and tailored treatments and products. There is no place for one size fits all, meaning its time to rethink your menu and product offerings. This can be done by allowing the guest to select music for their treatment room, lighting and room temperature to just name a few ways the spa experience is shifting. It doesn’t stop at the experience, hyper-personilization is moving into skincare too. Geneu offers DNA testing to curate personalized serums for the skin. You can also customize a skin consultation with imaging system such as Observ Skin Analysis, this device elevates and allows the esthetician to uniquely tailor treatments and home care for each guest. Even makeup is getting personal with brands such as Lip Lab which customize a lipstick just for you. Try to personalize to the guest in all aspects of their visit.

Results > Clean Beauty

Clean beauty was a huge wave in the industry and while there will always be a place for quality sourced ingredients and products that are non-toxic, the new generation of spa-goers are looking for results in skincare rather than worrying about clean ingredients. This is the perfect stage for merging clinical skincare with clean beauty. Clinical with a conscious is now in! One of the new brands to hit the US is Australia’s leading cosmeceutical, Ultraceuticals. This doctor developed line has a heartbeat with being environmentally conscious, planting trees in Australia and is moving to being 100% vegan in the upcoming year. This brand delivers! Real skincare with amazing results within 90 days.

In Store Events

In store events are still the best way to welcome new customers into your space while celebrating your existing customers as well. What better way to drive your retail sales than with a great in store event! The modern way brings in store events with a slight twist by taking your in store event on line. Allowing your customers to shop from the comfort of their home. No better way to do this than through social media platforms like Facebook and Instagram. Digital window signage is another way to encourage people to check out your retail space. Consider adding these to other areas of the business, like the restrooms or in the salon to drive people to the spa and retail area for complimentary hand facials, quick 10-minute chair massages or a curated skin consultation. We reccomend having a consistent in store event every month or every quarter. Ideas can be anywhere from: VIP ladies night, Skincare and Mimosas, Peels and Cocktail and more.

Eventing in the spa industry is a necessity to keeping excitement about your brand up as well as generating brand awareness. It brings the community together and gets potential clients talking about your business. Now more than ever eventing is wanted and expected by clients. How will you blow them away?

Creating

A Successful Spa

EVENT

• Create a topic: Clear Skin, Hydrating Focus, Vitamin A, etc.

• Make a tasty mocktail for the event

• Give out goodie bags

• Send out email blasts

• Personally invite in your top tier clients

• Set up a selfie wall

• Encourage booking by offering a discount!

• Assign one team member the day of the event to cover video and photos

• Create an event recap Reel/Tik Tok

Share On Social

Motivating Your Spa Team

Sales is the way your spa business runs. Service sales and retail sales are what allow you to keep your space open and servicing your incredible guests. Now, motivating your spa team to fill their books and sell retail is not easy. We have three key ways to help you motivate your spa team and drive sales.

“We encourage clients to pair our skincare along with these modalities for the most performing results possible. In fact, the majority of our clients are including these high-end modalities in their services and always look forward to leaving our spa feeling and looking better than ever!”

-Tina Murray, Licensed Esthetician, Owner Basal Layer & Co.

Share your vision and goals with your team. It is important to have them understand the mission and goals of the business. Having fun and team pride is also such an integral part of building inspiration.

Does your spa have a mission statement? Here are some steps to creating a great mission statement:

• Simple description of the company

• The businesses purpose

• Company goals

• Make it memorable

Educate

Providing your team with opportunities for developments is key. It not only keeps them inspired, but also confirms your team is consistenly aware of the the latest in the industry.

Work with your brand vendors to have quarterly education on the brand you carry along with staff incentives so they can earn rewards for hitting retail and service goals. We also suggest considering having a one day staff summit two times a year where you can stimulate education and inspiration for the team. Bring in a guest speaker to inspire and motivate your team to strive for the next level in their career development. This summit is also a great time to hand out awards and highlight team members who have strived to make a difference.

Motivate

Constant motivation and support is so important to building a team that is motivated to sell and love what they do.

Ways We Love Motivating The Team:

• Have fun! Work should also be fun and a place of joy. Schedule team outings to stay build team connections.

• Acknowledgement and reward your team for hitting goals and benchmarks.

• Push team members that still have room for improvement to believe in themselves.

• Give them space to thrive in their craft

Our Brands

Edgeless Beauty Pro offers a diverse portfolio of dynamic beauty brands, thoughtfully curated and connected by a shared passion for transformative experiences in the beauty industry.

Our brands range from a high performing Australian skincare line, Ultraceuticals, a skin analysis system, Observ, a powerful skin exfoliating device, Diamond Tome, as well as a high quality lash extensions brand offering expert education, Lash Addict.

Dr. Geoffrey Heber is a cosmetic physician who opened one of the first non-surgical cosmetic medical clinics in Australia, Heber Davis Cosmetic Medicine, in 1988.

It was there he recognised his clients’ needs for high performance skincare products that were more effective than those generally found in department stores and pharmacies. As well as producing better results in their own right, higher performance formulations could also maintain and enhance the discernible results clients experienced from cosmetic medical treatments.

In 1998, determined to improve upon imported skincare ranges on the market, Dr Heber formed a powerful team of Australian and international chemists charged with the goal of creating potent, effective and affordable cosmeceutical skincare products — and Ultraceuticals was founded.

“We are happy to be offering Ultraceuticacls at both of our locations. It definitely fills a need that our guests have been looking for. We love providing a results druven line that targets everyone’s main concern. With Edgeless Beauty Pro as our partner, we have access to great in-person education and support anytime we need it.”

HEATHER Owner of Spa Bleu, IL

Real Visible Results

The Ultraceuticals brand promise is to deliver real and visible results for our Guests, therefore panel testing is critical. If the product doesn’t deliver the desired skin results, we won’t launch this product into the market. They also require the results achieved to be ‘real’ and ‘visible.’

SONOPHORESIS

Sonophoresis is a non-invasive treatment that uses ultrasonic technology, warmth, and motion energy to significantly increase the depth and rate at which active ingredients can be absorbed into the deeper layers of the skin making it appear plumper, hydrated, and smooth.

“Studies have shown that clients undergoing 3-5 months UltraSonophoresis treatments with selected formulations of L-Ascorbic Acid and Retinol combined with daily home use will attain improvements in manifestations of photoaging greater than they would attain solely by home use of products.”

- Dr. Geoffrey Heber Founder and Director, Ultraceuticals

OBSERV 520X & 320

Skin Analysis System

Programmed with comprehensive observation modes to analyze skin from the deepest layers to the topical surface. In an easy-to-understand format, the skin professional can utilize this tool to assist in client education, creating a personalized skin system, and documenting progress over time.

OBSERVATION MODES:

*Modes depends on device

Parallel Polarized: Enhanced view of the skin surface, fine lines, wrinkles, textures, and pores

Cross Polarized: Suppresses surface shine for an unobstructed view of the dermal structure, vascular conditions, inflammation, and pigmentation.

True UV: Exposes skin abnormalities on the surface and in deeper skin layers.

Simulated Woods Lamp: Adjust the spectrum of light to reveal diagnostic dimensions, such as dehydration and oiliness.

Surface Texture: Reveals the skin textural topography.

Pigmentation: Illustrates skin tone irregularities.

Redness: Shows the network of microvascular structure.

Daylight: Shows the skin under a controlled natural daylight environment.

The DT2 Skin Resurfacing System is a professional grade crystal-free treatment that can reduce the effects of aging on your skin. Featuring the patented DiamondTome® and Hydro Wand® provide a treatment that is a safe, therapeutic approach to superior skincare results.

Skin Resurfacing is an exfoliation technique for removing the topmost layer of skin leaving it more supple and vibrant. The DT2 Skin Resurfacing System removes this layer by gently exfoliating the skin with natural diamond chips that are at the tip of the wand, while at the same time vacuuming the exfoliated skin cells away in a controlled manner. Removing this outer layer of dead skin cells leaves a smoother texture and promotes the growth of healthy new skin cells.

FEATURES:

• Dry Exfoliation & Wet Infusion Together

• Portable & Convenient

• Easy to Use

• Quiet

• Back Bar Sizes Available

• Eco Friendly

• Reusable Wand

Lash Addict is addicted to gorgeous lashes and dedicated to providing lash artists, studios, beauty schools and salons with the best eyelash extension training and products available.

Being a preferred partner means becoming loyal to our brand and our mission. You become part of a community of educators, receive training, preferred pricing, and access to the best products and techniques available in the industry.

CUTTING EDGE CURRICULUM

Top of the line products in duo with top of the line trainers

FLEXIBLE LEARNING

Choose a day that works best for your team/students to get trained

THE LASH ADDICT DIFFERENCE

Take your institute to the next level with the ability to offer quality curriculum with the best lash products. We value your investment in our partnership, and want you to succeed.

Preferred partners benefit from: A large return on your investment

We will consult with you on integrating lash services into your student service menu

We will certify your instructors to be Lash Addict trainers

Advanced education for alumni at a discounted price

HANDS ON COURSES

Our two day training is in person and in action

FULL CERTIFICATION

You will leave your training session being a certified lash artist

SUZANNE

The Aveda Institute if Beauty & Wellness, Milwaukee & Madision Lead of Esthiology

“There are a lot of people who are intersted in lashes, skincare, and advanced skincare - Lash Addict really enhanced our program.”

Let ' s Socialize

Connect with Edgeless Beauty Pro on social to learn about whats new in the industry, upcoming education, events, promotions and more!

Join the Edgeless Beauty Pro online community on Instagram, Facebook & LinkedIn.

Learn More Best In Beauty Podcast

Hosted by Edgeless Beauty Pro’s Sales & Education Director, Claudia Fabian

The Best In Beauty