Beauty Biz Year 16 Issue 6 by mochagroup

YEAR 16 ISSUE 06

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s t n e ont C

ON THE COVER REGULARS

08 Editors Note 28-30 Industry News 52-53 Beauty Shop

rubis switzerland

on the cover

18 Brow Perfection: rubis Switzerland

FEATURE

www.datelineimports.com.au

10-12 Driven By Passion: Brittany Vescio By Louise May 14 The Essence of Fresh Skin: A Journey Beyond Beauty By Louise May 16 2023 ABIA Dermal Therapist of the Year – Alana Giovenco By Louise May 18-20 sip. steam. soak. 22 More than just a Beauty Haven By Louise May 26 Making Everyone, Feel Like Someone By Louise May

AWARDS

32 Meet the Beauty Squad ’23: Elise Birchall

DERMAL

34 Skin Perfection: An Unobtainable Goal or a Deliverable Transformation By Alanna Douglas 36 How Important are Macrophages By Gay Wardle

PRODUCT PROFILE

38 Grow Your Business with Dermapen Home

BEAUTY

40-42 ABIA 2023 Editorial/High Fashion Makeup Artist of the Year – Julia Green By Chereine Waddell

EVENTS

44 Ready to Elevate yourself, your team and your business in 2024?

TREND REPORT

46 Welcome to the New Era of Beauty and Wellness

BLOG SPOT

48 2024: The Year of Limitless Leadership, Business and life fulfilment and success By Rebecca Miller 50 Navigating Uncertain Times by Tapping into the ‘Quantum Symphony’ By Elle Wilson

BUSINESS

54 Protect Your Salon This Christmas Season 56 Is the Juice Worth the Squeeze By James Vivian 58 Beyond the Treatment Room By Robyn McAlpine 60 Leadership Creates Success By Daniela Boerma 62 Aligning Your Personal Values with Your Business Goals By Jay Chapman 64 Confessions from a Recovering Micromanager By Gry Tomte 66 Unveiling the Power of Entering Awards By Nicola Le Lievre

MARKETING

68 Beyond the Digital Horizon, There’s Marketing Opportunities You Might Have Overlooked By Sarah Garner 70 Social Media Marketing Must-Haves for Beauty Bosses in 2024 By Angela Sanchez 72 Social Media New Years Resolution (Let’s Get More Consistent) By Kayla Zigic

WELLNESS

74 Elevating Your Glow Up Game By Angeli Marie Shaw

32 56 40

IMPORTA NT D ATE S FOR

ABI A + BEAUTY SQUAD

ENTRY DEADL I NE 3 RD JUNE 2 0 2 4 FI N ALIS TS ANNO U NC E D 1 5 TH JU LY 2 0 24 G AL A NIGH T 25 TH A U GU ST 2024 SH O WCASE YO U R SK I L L S AN D TAL E N T S A N D B E RECO G N ISED AMO N G I N DU ST RY G I AN T S!

b ro u g h t to yo u by mo cha gro up

PUBLISHER

Linda Woodhead linda@mochagroup.com.au

GENERAL MANAGER

Jarred Stedman jarred@mochagroup.com.au

e ot N s r o it d E

EDITOR IN CHIEF

Louise May louise@mochagroup.com.au

ADVERTISING MANAGER Nina Barbara nina@mochagroup.com.au

ART DIRECTOR

Kellie Woodhead kellie@mochagroup.com.au

ADMINISTRATION

Jess Richmond jess@mochagroup.com.au

CONTRIBUTORS Louise May Gay Wardle Alanna Douglas By James Vivian Chereine Waddell Paul Frasca Rebecca Miller Elle Wilson Angeli Marie Shaw Chrissy Alger Robyn McAlpine Gry Tømte Nicola Le Lievre Daniela Boerma Angela Sanchez Sarah Garner Kayla Zigic Kara Lehmann

OFFICE

PO BOX 252 Helensvale Plaza Qld 4212 P: 07 5580 5155 mail@mochagroup.com.au www.mochagroup.com.au

DISTRIBUTION

Australia Post - Print Post 100005498

PRINTING Printcraft

PUBLISHED BY mochagroup

PUBLISHERS OF

HAIR BIZ, Beauty Biz & Barber Shop Beauty Biz is published six times a year by mocha publishing ABN 65 091 846 189 No Part of the publication may be reproduced in any manner or form without written permission. Beauty Biz does not accept responsibility for unsolicited manuscripts, transparencies, original artwork or other material. The views expressed in Beauty Biz are not necessarily those of the publisher. No responsibility will be accepted if the publication is delayed or prevented by factors beyong the control of the publisher. No responsibility will be accepted for errors in copy, or for any loss arising from the failure of an advertisement or any part thereof to appear. © 2023 mocha group All rights reserved.

As we approach the close of 2023, it’s with great pleasure that I present to you the final issue of Beauty Biz for this year. In this issue, we are delighted to showcase the brilliance of several 2023 ABIA winners who have left an indelible mark on the beauty landscape. Congratulations to Karen Geiszler, honoured as Sole Operator of the Year, Alana Giovenco, named Dermal Therapist of the Year, Julia Green, recognised as the High Fashion/Editorial Makeup Artist of the Year, and Indie Spa, celebrated for having the Best Salon/Spa/Clinic Design. Your achievements are a testament to your dedication and expertise, and we are truly honoured to share your stories with our readers. We are equally thrilled to turn the spotlight on Brittany Vescio, the accomplished General Manager of Derma Aesthetics. Her insights into the industry’s dynamics and her unwavering commitment to excellence make her a true powerhouse. In addition, we present profiles of industry leaders such as HB Beauty and Fresh Face Beauty. These profiles offer a glimpse into the unique approaches and philosophies that have propelled these establishments to the forefront of the beauty industry. Last but not least, we meet and chat with one of our 2023 Beauty Squad winner’s - Elise Birchall! Our magazine is privileged to host a number of esteemed business writers and bloggers who bring a wealth of knowledge and advice to our readership. Their expertise spans a myriad of topics, from the latest beauty trends to business strategies that can empower salon owners to navigate the ever-evolving industry landscape. In the spirit of continuous improvement and raising industry standards, I want to emphasise the importance of delivering 5-star service to our clients. In an era where inflation and the rising cost of living pose challenges, providing unparalleled service is not just a goal; it’s a necessity. Clients must not only receive the service they expect but also feel the value inherent in the exchange. As a skilled beauty therapist, you possess a unique set of talents. However, in a field where expertise is abundant, what sets you apart? This is the question we encourage every salon owner, beauty therapist, and industry professional to ponder. The answer lies not only in technical proficiency but in the ability to exceed expectations consistently. It’s about creating an experience that lingers in the minds of your clients, making them not just customers but devoted advocates. As we bid farewell to 2023, let’s collectively embrace the challenges and opportunities that the coming year holds. May it be a year of continued growth, innovation, and success for each of you. Wishing you a safe holiday season and a prosperous New Year!

Lou x Warm regards,

Editor - Beauty Biz Editor in Chief - Mocha Group louise@mochagroup.com.au @louisemay_hairbeautybarber @mochabeautyaustralia

FEATURE

o i c s e V y n Britta

DRIVEN BY PASSION

By Louise May

Over 10 years ago, Brittany Vescio made a career defining leap of faith to a whole new industry. It was certainly terrifying to leave behind what she knew best after studying IT and having applied her studies as an IT Consultant. Thankfully, the territory Brittany was moving into was not that unfamiliar to her. Being the daughter of Co-Managing Director Simone Vescio, she had been connected to Derma Aesthetics since its inception, supporting them with their systems in her spare time. What inspired her to make the shift was her passion for sales. As a young teenager all the way up until she landed her first corporate role, Brittany not only worked in retail, but absolutely loved it! After learning more about the operations at Derma Aesthetics, it dawned on her that they needed her, and she was driven to prove that she could be an asset to them. They had an opening for a BDM role, but Brittany didn’t just land the role, she interviewed with Simone’s business partner and Co-Managing Director Reika Roberts to demonstrate what she could bring to the company.

Soon after, Brittany was employed as a BDM and IT Support. In a fulltime capacity, she continued to make considerably greater improvements across the company’s operations and systems whilst also being a sales representative throughout Australia and New Zealand. Brittany’s IT background has continued to influence her approach to this very day. More than anything, it taught Brittany to be process and details oriented. Consequently, she has implemented and continues to improve processes and of course implement the latest IT solutions, to streamline and optimise operations at Derma Aesthetics. Editor Louise May speaks to Brittany about her role as General Manager of Derma Aesthetics, and her journey so far...

You’ve been an integral part of Derma Aesthetics for 10 out of its 13 years in business. What key changes and advancements have you witnessed in the aesthetics industry during this time, and how has Derma Aesthetics adapted to stay at the forefront of these developments?

The most noticeable movement over the last 10 years in the aesthetics industry would have to be the movement to ‘clean beauty’. At Derma Aesthetics, we have always been at the forefront of this concept with our first and major brand, dermaviduals – a product range well ahead of its time. With a core focus on Corneotherapy (which mind you, soon became a trend term), the dermaviduals range adheres to a unique approach, treating the skin as a living organ; utilising products that mimic skin structure and function, while ensuring skin preservation and overall health. dermaviduals is bespoke, pure, and active, and free from fragrances, conventional emulsifiers, preservatives, parabens, silicones, amines, mineral oils, and colours – the true definition of ‘clean beauty’. Later came the trend towards internal health to further complement external results. Over the years, there has been an abundance of internal

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health products popping up on the market, however we wanted to wait until we could release something unique with major points of difference. So, this year, at the 2023 Beauty Expo in Sydney, Derma Aesthetics launched SIMKA. SIMKA is a brand created and founded by Simone Vescio and Reika Roberts. The debut product SIMKA Alpha Omega-3, is a next generation plant-based Omega-3. Perfectly balanced to supply the body and skin’s omega-3 needs. Our formulas are organic, ethically sourced and vegan, with no fishy taste during or after consumption. We launched two products; one liquid and the other in a soft gel formulation – so consumers can choose their administration preference! We believe skincare shouldn’t be confined to the surface; it should be a holistic journey that embraces the power of ingestible nutrients like omega-3 to support skin from the inside out. Watch this space, there is so much more to come from the SIMKA brand!

Having worked across various departments before stepping into the role of General Manager over 2 years ago now, can you highlight some of the business processes you’ve championed that have played a crucial role in shaping Derma Aesthetics into the successful entity it is today?

As I previously mentioned, I commenced my employment at Derma Aesthetics in sales. When our number of partners grew, I was able to

build our sales team across Australia and New Zealand assuming the role of Sales Manager. Simultaneously, I branched out into assisting with marketing activations and before I knew it, my functional responsibilities were vast; everything including managing supplier relationships and logistics. In a high growth business, it made sense to do what was required to ensure our success. As we identified more future leaders in our business, I was able to hand over the sales team leadership role, so I could focus on the core responsibilities of an Operations Manager. After a few years in operations, we were doing such a great job that the role outgrew me due to the compounding volume of our inventory. It was time for me to find my successor with tangible operations experience. At this point in my career, I had always expressed an interest in leadership and having already become an integral part of strategic decisions and relationships, it was most timely for the directors to entrust me with my beloved and current role of General Manager. Having worked across nearly every department, I have facilitated the creation of business processes that we live by today. The most impactful contributions would have to be the processes and workflows I designed from bottom up during my time in sales, many of which have evolved since I have moved on from this department to adjust to the requirements of our partners and the industry alike, however the core foundations remain. These include our sales workflows, pipeline management and existing business support expectations that set Derma Aesthetics apart from our competitors. Moving on from sales, I am proud to have played a key role in the creation of our standout employee induction and onboarding programme. The way we induct our new staff is exemplarily and we place a key focus on people right from the beginning! Part of their induction includes ample time with Directors, they shadow existing employees in a similar role and most importantly they complete our product education. No matter what area of the business they work in, it’s imperative that all employees appreciate our

points of difference and understand the foundations of our brands. We receive consistent feedback from newly onboarded staff that our onboarding is like no other they’ve ever experienced. Derma Aesthetics’ team members sign off their onboarding feeling confident and well equipped to succeed in their roles. I’ve also championed the creation of our top employee benefit programmes including monthly derma dollars, additional leave days rewarded on tenure, and flexibility to work from home. All together making Derma Aesthetics a desirable place to work. As General Manager, what I’m most proud of though is having built the leadership team we have today. Our team consists of a head of every department, all who collaborate and operate with our shared vision front of mind, always for the greater good of the business and our teams alike. We love what we do and have fun doing it!

One of your significant achievements at Derma Aesthetics was securing distribution partnerships for the EXCEED medical microneedling device and epi nouvelle+ naturelle facial masks. How do these products complement Derma Aesthetics’ core offerings, and what considerations went into selecting these particular partnerships?

It has always been our prerogative to bring to market products which align with the principles of Corneotherapy, whilst offering the highest quality in ingredients and technology. In our early days we provided a microneedling device, but it wasn’t before long that the technology and standards quickly evolved. In 2018, the Directors and I embarked on a global journey to locate the next generation in medical microneedling. In 2019, we launched the EXCEED medical microneedling device, equipped with an array of features, some of which the market was already familiar with but many of which are unique to EXCEED. With German engineering and global medical certifications including a local listing in the ARTG, the EXCEED device comes with exclusive and patented, sterile needle cartridges including a safety membrane to prevent backflow of fluids, a tilting needle plate to ensure perpendicular needle penetration and minimal epidermal trauma, as well as a small cartridge head to

carefully treat all contours of the treatment area. The device itself is incredibly quiet during operation with unrivalled precision, quality, and safety features, all coupled with superior education developed by our experts in the field of medical microneedling. Our partnership decision was easy to make with the array of standout features combined with the understanding that microneedling activates the skins natural regenerative process, therefore aligning with our core practice of Corneotherapy. MT.DERM, the manufacturers of the EXCEED device, were similarly impressed with our educational focus, market approach, complimentary products and already trusted name in Australia and New Zealand, granting Derma Aesthetics exclusive distribution rights in both countries. Fast forward a few more years, we were at a global dermaviduals Symposium in Germany when I was introduced to the Sales Manager of epi nouvelle+ naturelle masks. Their patented bio cellulose technology with the simplicity of only 2 ingredients; a skin friendly biomaterial cellulose + water, made this a desirable product to complement not only dermaviduals and Corneotherapy but also medical microneedling treatments. The sterile biotech mask reduces the downtime of microneedling treatments via its immediate cooling and soothing effects, further supporting the natural regenerative intention. Altogether, we had formed a synergistic product suite, underpinned by strong supplier relationships – all based in Germany! I have to say, we’ve found that quality certainly comes with German manufactured products.

As the Head of Operations and now General Manager, you’ve overseen aspects such as business strategy, product development, marketing, and sales effectiveness. How do you balance these diverse responsibilities, and what strategies do you employ to ensure a cohesive and effective operation within Derma Aesthetics?

Initially it was a fine balancing act, and I was at capacity most days. I sought to manage these responsibilities to the best of my ability via prioritisation of tasks and business impact. As the business grew, it became more and more difficult to ensure cohesive and effective operations.

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FEATURE

cont’ from page 11

This is what instigated the requirement to form a Leadership Team. We recruited or internally promoted stand out individuals to join me in this team. It was designed in such a way that each leader takes complete ownership of their department strategies. All department strategies align with the overall business plan that we annually develop together and transparently share updates with the broader company on a quarterly basis. With this structure in place, we ensure cohesive and effective operations by breaking down our yearly strategic plans into 90-day goals, reported in weekly meetings, with an opportunity to discuss any issues and opportunities. For this structure to work it takes someone in my position to have complete faith and trust in their team. I can wholeheartedly say that I am confident in allowing my team to autonomously make their own decisions and this sentiment cascades down to their own teams. Making for a positive working environment across the entire company, where everyone feels they have ownership in the big picture of our shared business plan.

Derma Aesthetics seems to have a unique product range, with a focus on dermaviduals. Can you shed light on what sets dermaviduals apart in the skincare market, and how the brand has positioned itself to stand out among competitors?

The entire suite of products we distribute at Derma Aesthetics are not only unique but stand out as a consequence of their quality, purity, and precision. Zooming in on dermaviduals, the core focus of the range is to provide a bespoke dermatological skincare solution for practicing Corneotherapists to treat every skin and its condition. Groundbreaking technology provides the platform for a skin-mimicking concept that is customisable using our exclusive and patented Derma Membrane Structure (DMS) and active concentrates. 12

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dermaviduals products have been created with the understanding that each skin is unique, requiring its own customised prescription to target individual skincare needs. Our prescriptions are also designed to evolve with each person’s individual skincare journey. It’s not only the unique features of the brand that allows us to stand out amongst our competitors, our success and positioning is greatly attributed to our focus on strengthening the level of knowledge and education in cosmetic chemistry, advanced skin analysis and Corneotherapy throughout Australia and New Zealand. We provide superior post graduate education via our dermaviduals and EXCEED online and live education events. In addition to this, we have more recently heightened our education focus with the creation of the Australasian Academy of Corneotherapy (AAC). The self-paced, virtual learning platform has been designed to expand the knowledge of the broader aesthetics industry by bringing forward comprehensive courses to strengthen the industry’s understanding of the integumentary system, the principal methodologies of Corneotherapy, skin analysis, consultation, cosmetic chemistry, and clinical treatment methodologies. Education is at the core of what we do at Derma Aesthetics, and as industry leaders in skin aesthetics we continue to reshape the business of skin through science, innovative products, and advanced education, with a core focus of “changing lives, not just skin”.

Looking ahead, what are your visions and goals for Derma Aesthetics in the coming years? Are there any exciting projects, innovations, or expansions that you can provide a sneak peek into?

Over the coming years, we are committed to supporting the continued success of all dermaviduals and EXCEED partner clinics. With impressive new products launching for dermaviduals next year, the brand continues to be unrivalled in its customisable nature and legacy of success. Our dermaviduals partners set themselves apart from others in

the industry, not only by being equipped with a superior range but also being armed with education from our leading experts. We look forward to continuing our passionate focus of consistently elevating the knowledge of our partners and bringing them the very best new product developments. Of course, we also remain focused on our heritage brand in the making – SIMKA, brainchild of founders Simone Vescio and Reika Roberts. Under this brand we’ll be developing more than just high-quality skincare; SIMKA will deliver skincare that goes deeper, offering real solutions aimed at caring for the skin from within, all while raising the standard for transparency in skincare. SIMKA is invested in being part of solutions, and aligning with causes that prioritise change in all aspects of health and wellbeing. After years in the industry, we are putting our passion for skin, deep understanding of consumer needs, stringent expectations for quality, and long-term results into our very own brand. With a sophisticated aesthetic, ethical formulations, clean ingredients, sustainable practices, and efficacy - SIMKA is the future of healthy skin, consciously formulated for health and skin nutrition. www.dermaviduals.com.au www.simka.com

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FEATURE

The Essence of Fresh Skin: A Journey Beyond Beauty By Louise May

In the saturated industry that is skincare, standing out and providing customers with real skin results, is no small task! Fresh Face Skin is making a name for itself amidst the fierce competition, thanks to the thoughtful products it carries and the culmination of its personal approach, journey, and the passionate team behind it. I like to think that this is not just a tale of entrepreneurial success but is instead a testament to Fresh Face Skin’s unwavering commitment to effective, sustainable, and natural skincare solutions.

WHERE IT ALL BEGAN The journey of Fresh Face Skin begins with Amelia’s personal struggle with acne, influenced by hormonal imbalances and gut issues. Skin conditions can directly impact your self-confidence and as a result, can cause one to make desperate, drastic choices when it comes to finding a solution! The world of skincare can be overwhelming and often misleading, resulting in short-term, quick skin fixes that often lead to further skin issues in the future! Our skin is our first point of contact, which makes a skin journey very personal and often emotional. Amelia found that a lot of the skincare marketing at the time, pulled on this emotion and then didn’t follow through with the results it promised, which began to form distrust between the customer and the skincare industry as a whole. She personally felt overwhelmed and frustrated, unable to fix her skin with what was on hand, and remembered thinking - “If I am thinking this, many others are too...” which started her love affair with skin, skincare, and the ingredients within it! After all, knowledge is power! After further study and hands-on experience within the beauty and aesthetic industry, Amelia embarked on a mission to create Fresh Face Skin, a skincare range born out of her own personal skin battles and deep-set passion, dedicated to providing 100% natural skincare that was affordable, results-driven, and honest in its claims, doing right by the skin at all times. Proudly Australian made and owned, Fresh Face Skin distinguishes itself by harnessing the power of naturally derived ingredients while strengthening and maintaining the skin’s lipid barrier, ensuring authentic skin health, long term.

FRESH FACE SKIN’S RISE With no prior business experience, Amelia’s journey creating Fresh Face Skin has been challenging but full of so much learning and growth! From the beginning, she has put her complete trust and faith into experts within the field that could do what she couldn’t - helping to bring the vision of Fresh Face Skin to life. Amelia is proud to support fellow Australian small businesses, that includes her product manufacturer, marketing manager and product formulator, all who share her vision and values and have been with her since the beginning and are still working by her side today, to further grow and develop this business that she loves.

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Amelia truly believes that this synergy is what paved the way for Fresh Face Skin, a brand that dedicates itself to allowing its customers to wear the skin they’re in, with confidence! A brand that is transparent and honest in its claims, that it is affordable and sustainable; making it accessible to all that wish to improve their skin’s health, providing real change to the skin, long term... all while using the power of nature alone! The conscious and constant decision to focus on improving the skin’s lipid barrier health, rather than masking skin issues with harsh ingredients and quick fixes, has resonated with others seeking authenticity in their skincare routines. Amelia believes this approach has positioned Fresh Face Skin as a versatile solution that can be as simple or as complicated as the customer would like, allowing customers to have options and achieve real, long term skin results. From an initial 3 products to 13 today, she likes to think that this is a testament to Fresh Face Skin’s success in staying true to its commitment to providing options for different skin needs and concerns and growing intuitively, while listening to their customers’ needs and wants along the way. Amelia believes a commitment to being an affordable skincare range is another cornerstone of Fresh Face Skin’s success. She believes that natural and effective skincare should be accessible to all, and this is reflected in their pricing strategy, which makes quality skincare a reality for a wider demographic and not just a short-term solution. She wants their customers to introduce Fresh Face Skin into their skincare routine, fall in love with the skin results that it provides and then be able to sustain those results, comfortably! This inclusivity has cultivated a loyal customer base that has been instrumental in their growth and success over the years. Ultimately, Amelia would like Fresh Face Skin to be a brand that becomes the go-to for those seeking uncomplicated yet effective skin solutions, offering a range that can be as straightforward or as elaborate as the user desires and that contains no harmful ingredients. She envisioned that their brand awareness will continue to grow, getting into the hands of many more people and continuing to give confidence to those who entrust them with their precious skin. This commitment to continuous innovation is evident in the forthcoming launch of our 100% recyclable packaging, an expanded product range and a recent extension to our Melbourne base skin clinic space, which I hope will demonstrate our dedication to listening to feedback and meeting the evolving needs of our loyal customers.

ABOUT THE PRODUCTS The Fresh Face Skin range is a testament to the brand’s commitment to authenticity and efficacy. Each product has been created with a lot of research and thought, using handpicked plant and fruit extracts to address specific skincare needs, while upholding the brand’s core values. From products tailored for sensitive, inflamed skin to those designed for mature, dry skin, Fresh Face Skin offers a comprehensive range that caters for all skins needing support. The brand’s commitment to harnessing the power of naturally derived ingredients sets it apart in a market saturated with synthetic formulations. An emphasis on maintaining and strengthening the skin’s lipid barrier health ensures that Fresh Face Skin not only delivers immediate results, but also prioritises long-term skin health and function. This commitment to holistic skincare is reflected in the hundreds of positive reviews and heart-felt testimonials from satisfied customers who have experienced the transformative effects of Fresh Face Skin products and the positive outcome it has had on their self-confidence and life.

THOUGHTS ON THE FUTURE Amelia’s journey from a teenage pharmacy assistant struggling with skin problems to the founder of a thriving skincare brand is a story she is truly proud of. In a saturated industry, creating Fresh Face Skin has built resilience and taught her to see challenges as opportunities to grow! her passion for allowing others to wear the skin they’re in with confidence has turned her vision into a reality and one that I never take for granted. As Fresh Face Skin continues to evolve, She envisages a future where the brand becomes the epitome of confidence in natural skincare, not only in Australia, but globally. Fresh Face Skin’s commitment to continuous improvement, innovation and delivering quality products that provide real skin results, has hopefully set Fresh Face Skin on a trajectory of sustained success. With plans to expand its reach, introduce 100% recyclable packaging, diversify its product range, and further grow our Melbourne-based skin clinic, Fresh Face Skin remains at the forefront of industry innovation. Amelia sees her brand awareness continuing to grow, getting into the hands of many more people and continuing to inspire confidence in those who entrust us with their precious skin. As Fresh Face Skin continues to empower individuals to embrace wearing the skin, they’re in, it will leave an indelible mark on the beauty industry and redefine the standards for effective, natural skincare. @freshfaceskin

Beauty Biz Year 16 Issue 6

FEATURE

2023 ABIA Dermal Therapist of the Year

o c n e v o i G Alana By Louise May

At the age of 15, Alana Giovenco harboured ambitious dreams of venturing into the Beauty Industry, inspired by her aunt, Daniela Boerma. Guided by this inspiration, she set out on a path to make others feel beautiful, elevating their self-confidence and inner well-being.

Her journey unfolded in 2013 when, while pursuing her Diploma of Beauty Therapy, she joined Bliss Day Spa as a full-time staff member. Fast forward to 2018, and Alana earned a promotion to the position of Manager, affording her the opportunity to showcase leadership skills and shoulder increased responsibilities within the salon. However, Alana’s passion for the Beauty Industry transcends the confines of the spa. Despite her busy schedule, she consistently lends a helping hand to those in need. In this chat with Beauty Editor Louise May, Alana discusses her love of helping others, reflects on her career milestones, shares insights into winning the prestigious 2023 ABIA Dermal Therapist of the Year award, and provides a glimpse into Reign of Beauty, her personally crafted beauty brand.

What inspired your transition from traditional to dermal therapy, and how has it shaped your client care approach?

Although I will always have a passion for traditional Beauty Therapy, my training as a Dermal Therapist has allowed me to expand my skills and utilise a range of modalities available within the salon to address specific skin concerns. What inspired me the most to transition into a Dermal Therapist was wanting to stay relevant in today’s market, offering versatile advanced treatments such as non-surgical beauty enhancements. Over time, my client care approach has evolved as I expanded my skills. I strive to create a comfortable environment allowing plenty of time where my clients don’t feel rushed at any point. I provide in-depth consultations and explain each treatment option in detail, including the benefits of both traditional and advanced methods. This helps clients make an informed decision about their treatment choice.

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How do you ensure your clients benefit from the latest advancements in dermal therapies, and how do these impact your treatment offerings? In order to excel in any field, it’s crucial to stay up to date with the latest trends and continuously educate oneself. As a professional, I make it a priority to conduct thorough research, attend online workshops, add a new skill or qualification yearly, and most importantly, listen to my clients. Ongoing education and experience helps me stay ahead of the curve but also enables me to provide the best possible service to my clients of all age groups.

Reflecting on your recent achievement as Dermal Therapist of the Year, what specific moments or milestones in your career do you believe contributed most significantly to this recognition?

There were many moments with many clients, but one moment, in particular, would be seeing the results of High Intensity Focused Ultrasound (HIFU) on my ongoing Bell’s Palsy client who happened to be one of my case studies. Over 4 years, I was able to reduce the side effects of Bell’s Palsy by 90%. Restoring my client’s self-confidence in more ways than one, changing her life for the better. When I was writing my submission for the ABIA’s this year, I was overwhelmed with gratitude as multiple clients volunteered to write recommendations, reviews, and testimonials. Reading the abundance of love and kind words brought tears to my eyes, and it still does. These moments have been imprinted in my heart. I believe without the trust of my clients and the support of my employer believing in me, I would never have been able to achieve successful results and this amazing accolade.

With numerous accolades, how do your accomplishments motivate your continued excellence, and what do you envision for the future of dermal therapy in the beauty industry?

Being fortunate to become a finalist or a winner in an award platform has always inspired me to improve myself, learn from my mistakes, and find new ways to enhance the experience of my clients, giving me another goal to work towards. At the age of 27, I have accomplished a lot in a short amount of time. I believe that the opportunities are endless, and I am excited to see what the future holds for me. I envision in the future that Beauty Therapists will be intrigued to learn about Dermal Therapies and how technology is transforming the way we approach skin, there is still so much to learn. By utilising the power of the internet and social media, we can educate ourselves more effectively and explore the potential benefits of new treatments, including their safety and effectiveness.

If you could give one piece of skincare advice to your teenage self, what would it be?

As a teenager, I was a bit spoilt. Aunty Danni always made sure that I had enough Biodroga skincare products, but I wish I had been more careful with them. I used to overuse them because they smelt nice, but that didn’t mean I had to finish the whole bottle in just one week. I should have listened to my parents and applied sunscreen daily.

If you were stranded on a deserted island and could only have three skincare products with you, what would they be? OOOOOOH! How do I pick? Okay, probably my Biodroga Calming Gel-To Oil cleanser, Biodroga Sun High UV50 Protection cream and Dewy + Dewy Lipid Love Drops. All three products are a MUST!

What leisure activity or hobby outside of work brings you the most joy or relaxation?

I strongly believe in the power of routine and lifestyle habits, and Reborn Fitness Club has completely transformed my life over the past 7 years. Thanks to Travis and Chloe Young, I have found a community where I feel safe, supported, and comfortable exercising without fear of judgement. By dedicating 45 minutes of my day to focus on my physical and mental health, I can fill my cup before giving to others, which has made me both a better Therapist and a happier woman. Currently, my favourite class and hobby is boxing, so watch out!

Can you tell us about Reign of Beauty and what inspired you to create the brand? My late grandfather, affectionately known as “Gong Gong” by his grandchildren, has always been a great source of inspiration for me. He was an entrepreneur and a professional businessman, and I have always admired him for his qualities. These qualities have been passed down to my dad, Aunties, and now to me as well. My Mum has played a significant role in my love for Reign of

Beauty by equipping me with the necessary tools to succeed, instilling in me a loving nature and an ambition to always strive for excellence. After 12 years, my small home business has evolved into a highly sought- after brand. My love for tanning and makeup has never diminished, being able to be part of someone’s special day is memorable. In 2020, I launched my Tanning Kimonos. Designed to be worn to and from tanning appointments, during home applications, or while getting ready for an event. At the beginning of 2023, I started running makeup workshops, I recognised a gap in the industry which allowed me to create my Reign of Beauty Crown Makeup Brushes - a luxurious 15-piece brush numbered set of the highest quality with an easy-to-follow “how-to” guide, that helps consumers follow a step-by-step process on how to use each brush to apply makeup. I never would have thought that this small idea of educating my clients correctly would turn into a brand being recognised in salons all over Australia.

What advice do you have for emerging professionals looking to excel in the field of dermal therapy, particularly in light of your recent recognition as Dermal Therapist of the Year? Throughout my journey, I never lost hope and continued to write my ABIA submissions every year. Winning the Australian Dermal Therapist of The Year has been the greatest achievement in my career. I am proud of my perseverance and the progress I have made each year to see how far I have come; I urge anyone wanting to push themselves in their careers to apply in 2024! If I could pass on any advice, it would be to never say no to more education, always think outside of the box and truly believe in yourself.

Tell us about your love of helping others, can you share a story or two?

I had the privilege of working with Dan Tafeuni for the Women of Sydney initiative in previous years. The initiative aimed to provide services, events, and mini makeovers for underprivileged women. This organisation sought to empower women without the judgment of financial circumstances. Many of these women had never experienced the luxury of visiting a salon before, let alone getting their hair, nails, or makeup done by a professional. The events were held at Bixie Colour Caringbah and Natalie Anne Hair Croydon and have changed my perspective on working with clients immensely. One of my most cherished activities is visiting Sydney Children’s Hospital to see my dear friend Jaya and her daughter Rydah during Rydah’s cancer treatment. During my visits, I offer mini pamper sessions not only to Jaya and Rydah, but also to other patients and their parents or caregivers. It’s incredible how the power of touch can offer comfort in ways that are hard to describe. These children and their loved ones have been through so much, and being able to bring joy into their lives is truly rewarding. Knowing the positive impact I can have on others, ensures me that I am in the right Industry.

FEATURE

Damien Cerantonio on the left and Graeme Harris on the right

sip. steam. soak. Indie Spa is the place to go on the Great Ocean Road to sip, soak, and steam. This Day Spa and Bathhouse is located at Sunnymead Hotel in Aireys Inlet.

Indie is delightfully different. You’ll still find everything you expect from a Day Spa – beautiful lounge areas, massages, facials, and delicious teas. But also, the unexpected in their signature sunny style. Indie has three private treatment rooms including a dual room with Vichy shower as well as a Rasul and Bathhouse. Damien Cerantonio is the co-owner of Sunnymead Hotel in Aireys Inlet. Damien also owns Great Ocean Road Resort in Anglesea and the team behind its day spa, Lux Spa & Wellness, looked to create another spa with a different offering for a growing wellness market on the Great Ocean Road. Indie Spa sits in the space of what was a three-bedroom manager’s residence of the former Lightkeepers Inn Motel. The size of this apartment posed a challenge for the new-look boutique hotel but didn’t match the core markets post-renovation. The corridors and bedrooms were perfectly suited to a Day Spa and provided something that not only adds to the hotel guests experience, but also to the town. We wanted to create a spa that welcomes every individual, says Damien… While encouraging socialising and shared experiences. “Indie” stems from “individuality” which reflects a spa that challenges the norm of a calming clinic aesthetic. We chat with Damien to find out more about the vibrant and unique Indie Spa.

Could you elaborate on the specific inspirations or influences that led to the unique and vibrant aesthetic.

Sunnymead Hotel was designed for fun, with a colourful palette and retro theme throughout. The spa’s design was chosen to fit within the vibrant Sunnymead brand, so this brief was given to the interior design team at award-winning architects CeraStribley. The fit-out of the spa leans into the curved profile of the rammed Earth walls, one of the property’s unique existing features.

How did you envision these spaces to align with your spa’s ethos of inclusivity and fun while still providing a luxurious and pampering atmosphere?

The bathhouse and Rasul aligned with the target markets of the hotel. The property is marketed towards couples and groups of friends, while appealing to special occasion parties such as birthdays and hen’s days. With quite a bit of space to play with, a steam room big enough to experience group treatments in worked from operational and marketing perspectives. Both communal spaces can be booked out by a group, making the group experience feel more “exclusive”, and not requiring additional therapists to operate. Indie still offers traditional massage and facials, with all therapists trained by the highly experienced spa managers at Lux Spa & Wellness, renowned for their luxurious treatments.

2023 ABIA Best Salon/Spa/Clinic Design

Your spa caters to both individuals and groups. How did you balance the need for relaxation with the demand for a more communal and lively setting within the spa’s design?

A day spa should still provide relaxation, so breaking up the colour with polished concrete flooring and fresh white walls in the hallways, and skylights in the bathhouse brings a sense of calm to an overall colourful design. The curves and arches of the doorways add softness, while the post-treatment lounge has a relaxing ambience with a gas fireplace and an outlook onto a landscaped garden and water feature. The lounge can easily become a vibrant space to finish a “Party Spa Sesh”, or any treatment, by adding on a signature Indie cocktail and spa cuisine platter.

The decision to incorporate the Rasul experience as a standout feature at Indie Spa is intriguing. What led to the choice of offering this particular treatment?

Steam rooms appeal to wellness-seekers beyond the typical spa-goer. Our steam-only option appeals to locals and the non-spa customer. Our DIY option with body exfoliation products and hair mask is a great entry-level spa treatment for people who may not normally love spas or don’t want a therapist treatment. Hot and cold therapy is extremely popular, so our Rasul experience includes the ability to go between the 40-degree steam room and our snowflake shower. It’s an easy add-on treatment for massages and those staying on a package to start or end their day of exploring.

Can you share more about the role of branding and identity in the design process?

Sunnymead Hotel is marketed as being for fun-seekers and sunseekers. Indie Spa needed to tie in with the Sunnymead brand as it’s incorporated into hotel packages and connected to reception. To encourage year-round bookings and fill the spa during the accommodation’s low season, it was important that Indie had its own identity that could standalone from the hotel as well, appealing to the local and day trip markets. Burnt orange connects Indie Spa to the overall brand identity, drawing on the same spice-inspired colour palette of the onsite Indian-fusion restaurant. A secondary colour in the Sunnymead palette became the primary colour for Indie Spa and Santara Restaurant.

How did you balance this unique approach with maintaining a sense of sophistication and luxury in the spa’s overall ambiance?

The treatment names help bring the friendly Sunnymead personality into a spa setting without taking away from a high-quality look and feel in treatments or skincare products. For a first-time spa-goer, something like a ginkgo de-stress eye treatment is probably a little unfamiliar. We incorporated our conversational tone which also helps to simplify the treatment as “Goodbye Bags”. The style also appeals to the funseeking customer we want to attract Our facial sheet mask by Good Living Co. is playfully named “Extra Sparkle Please”.   cont’ over page

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FEATURE

cont’ from page 19

Establishing a new spa in a competitive market can be challenging. How did Indie Spa tackle the task of building awareness and attracting customers?

A strong client base at Lux Spa & Wellness allowed us to initially share Indie Spa with regular clients who know and love our service, while providing a completely unique experience. The vibrant aesthetic of Indie Spa and Sunnymead Hotel is very much tailored for Instagram. It’s the biggest source of awareness for Indie, particularly on the back of the hotel’s media launch in February 2023. Our marketing has been focused on creating PR opportunities and the hotel has received an overwhelming number of media features that all generate bookings, with a flow-on effect for the spa. Building awareness of the hotel is our main priority and packaging up with Indie Spa provides an all-inclusive experience that our customers love. Recognition from winning the 2023 ABIA Best Spa Design award generated awareness to a larger audience.

How has Indie Spa navigated the seasonal variations in traffic on the Great Ocean Road, and what steps have been taken to sustain and grow the client base during periods of lower tourism?

We developed seasonal specials to drive visitation in quieter periods and continuing to promote our packages with the hotel to encourage multi-night stays with spa treatments. We designed our packages to ensure every traveller type is catered for, with ample package choices for solos, couples, and groups. Introducing our Indie “Steam Club” Memberships provided another avenue for return clients and revenue in off-peak. The memberships offer incredible value with complimentary steam sessions, spa credit and discounted treatments.

The thoughtful use of directional signage is an interesting aspect of Indie Spa’s design. How did you approach the creation of these signs to ensure they complemented the spa’s design while remaining functional and aesthetically pleasing?

The curved profile of the walls is such a unique feature so without detracting from this, we have kept the design quite simple. The brushed bronze lettering throughout the property adds a highquality touch and sense of playfulness to match the brand identity. Our treatment room names pop against the white walls and tie into the toneon-tone themed treatment rooms “spice”, “sugar” and “honey”. The names are a subtle link to Santara Restaurant and have a connection to our cocktail menu. Not to mention “sugar” and “honey” being colloquial terms of affection, a cheeky element for our single treatment rooms. “Spice” was the obvious choice for our couples’ room with its burnt orange palette.

Finally, how do you foresee the design of Indie Spa influencing future trends or developments within the beauty and spa industry, especially regarding creating more engaging and social spa experiences? I think Indie bridges the gap between luxury and fun, encouraging newbies to try spa treatments with friends, without feeling overwhelmed. We still offer high-end clientele the indulgent experience they expect from a day spa. The ideas behind Indie’s branding were not to follow any particular trend but focus on what makes us unique, with the hope it’s a more sustainable brand into the future. We’d love to see other businesses embracing their differences, not jumping on an aesthetic because it’s popular at the time. @indie_spa @sunnymeadhotel @cerastribley *Indie Spa was brought to life through the creative interior design team at award-winning architects Cera Stribley

Beauty Biz Year 16 Issue 6

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FEATURE

More Than Just A Haven

Beauty

By Louise May

Step into the world of beauty and wellness with Helena Bergman, the visionary owner of HB Beauty, in the charming hinterland town of Palmwoods on the Sunshine Coast. Celebrating six years of success and recently recognised as a finalist at the 2023 ABIA’s, Helena’s clinic is more than just a beauty haven—it’s a sanctuary focused on empowering individuals to achieve natural skin health and embrace their own beauty.

With a rich ethos centred on relaxation and resetting the nervous system, HB Beauty offers a safe haven for all seeking rejuvenation. Helena, with 25 years of industry expertise, shares her journey, pride in her team, and the development of their own signature skincare range, HB Skin. Moreover, Helena’s commitment to sustainability shines through as they’ve partnered with Sustainable Salons, reflecting her passion for minimising the clinic’s environmental impact. Beauty Biz Editor Louise May chats with Helena Bergman to chat about her thriving beauty clinic and the evolving landscape of the industry she loves.

Congratulations on celebrating six years in business! Can you share some key milestones and highlights from your journey with HB Beauty so far?

Thank you so much Louise it has been an incredible journey so far, we have had a full salon renovation, grown a team of amazing therapists and Launched our very own signature skin care range.( HB Skin) One that stands out the most is our recent recognition as a finalist in the ABIAS awards, which is an immense honour, especially considering it was our first year of entry. It not only validates our hard work, but also motivates us to continue to strive for excellence in our industry. Entering the ABIA’s was a great way to reflect on our achievements. My dear friend and mentor Nicola Le Lievre helped guide me through the process and it was a great experience to reflect on the previous year’s achievements. The Award night itself was just so incredible to be in a room with all the movers and shakers in our industry. It was truly amazing.

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Where did your love for Beauty start and what inspire you to start a career in Beauty?

I have always loved hair and beauty treatments, as a young girl Mum bought me a book on hairstyles and make up and I used to practice on my sisters and our neighbours, and I think the passion grew from there. I grew up in very small town on the Sunshine Coast and my parents were into more alternate remedies and massage, yoga, crystal balancing, paw paw and honey face masks were all the rage. I think that’s why I love the more natural side of beauty. I completed my Diploma in 1997 and have been in industry ever since, my career has spanned from working in high end day spas in Noosa and Island, specialised skin clinics in London to Teaching Cert IV at Charles Darwin University to finally opening my own clinic. I love all areas of this ever-evolving industry.

Your salon’s ethos is centred around “empowering clients to achieve natural skin health and love the skin they are in.” How did this philosophy come about, and how do you incorporate it into the overall experience at HB Beauty?

I want our clients to feel beautiful in their own skin. I think aging is a privilege and we should embrace growing old gracefully, obviously we all want to look and feel our best, but we need to embrace our own unique beauty. We encourage our clients to care and protect their skin with regular skin treatments and quality skin care.. We offer a variety of treatments from nurturing massage to more advanced treatments such as LED and Skin Needling, we also incorporate Gua Sha treatments and Buccal Face sculpting. It’s so important to take time out and really love and embrace the amazing vessel we are born with. Our clients often comment on the sense of calm they experience when entering our space.

Launching your own signature skincare range, HB Skin, is a significant achievement. Can you tell us more about the inspiration behind creating this line?

The inspiration stems from my commitment to natural beauty. I noticed that my clients were seeking a skincare line that was botanical and free from all the nasty ingredients. Not everyone wants to use a cosmeceutical range and it is a gentle option for my clients. By creating this myself, it allowed me to customise the ingredients and market it to my clients as a more affordable entry level skin care range.. and to be honest our clients absolutely love it. Our Rose Hydrating Mist and our Illuminating Serum are 2 of our best sellers. They smell so good, and skins just love them.

With 25 years in the beauty industry, you’ve witnessed its evolution and growth. How have you seen the industry change, and how does HB Beauty stay at the forefront of these developments?

Yes so many changes over the years, I believe human touch and connection is the key and the driving force for HB Beauty and our little sanctuary. Over the years I have seen the industry become more specialised. Gone are the days when a therapist had to be across all avenues of beauty, I feel our industry has become a lot more niche. The focus on creating a safe and nurturing space for clients to relax and reset their nervous system is intriguing.

How do you ensure that HB Beauty provides an environment that promotes both physical and mental well-being?

It’s all the little things, the calming music, the natural lighting , we serve herbal tea, and organic treats it may sound a little woo woo, but I smudge the salon each day and set a beautiful intention for the day, we have soft lighting in the rooms with beautiful essential oils, soft linen and towels, extra toppers on the bed to make it feel extra comfy, our clients are always saying they never want to leave.

Can you share some insights into the culture at HB Beauty and how you foster a collaborative and skilled team to deliver exceptional services to your clients? We are a little HB family, we have regular team meetings and huddles to ensure we are all feeling supported and on the same page moving forward.

Partnering with sustainable salons reflects a commitment to environmental responsibility. Can you elaborate on the steps HB Beauty has taken to minimise its footprint on the planet, and how has this initiative been received by your clients and the community?

We have taken several steps to minimise our footprint on the planet. Firstly, we have implemented energyefficiency measures, such as energy saving lighting and renewable energy sources. We prioritise recycling and proper waste disposal, and source eco-friendly products. Our clients and the community have responded positively to our sustainability initiatives, appreciating our commitment to the environment and they love seeing the difference little changes can make.

Looking ahead, what excites you the most about the future of the beauty industry, and how does HB Beauty plan to stay innovative and relevant in the years to come? Are there any upcoming projects or developments that you can give us a sneak peek into?

Ooh I can’t give away too many secrets, but I look forward to adding more healing modalities to our menu, and you may just see our HB Skin range grow a little more. We are always educating the team and looking at growing and developing both individually and collectively. I love collaboration and learning new things. @hbbeautypalmwoods

Beauty Biz Year 16 Issue 6

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FEATURE

Making Everyone, Feel Like Someone. By Louise May

Meet Karen Geiszler, the visionary owner of Karen Geiszler Hair & Beauty Laser & IPL Clinic, in regional Queensland, who clinched the coveted 2023 Australian Beauty Industry Award (ABIA) for Sole Operator of the Year. With over 30 years in the industry, Karen seamlessly runs a thriving one-woman salon alongside a national aesthetic training venture. Her secret to success? A passion for continuous learning, ensuring her clients receive the latest and safest treatments. Beyond offering an extensive array of services, including specialised laser treatments, Karen’s unique approach extends to personalised client care, from tailored treatments to ‘Silent Appointments’ for those seeking a quieter experience. Her commitment to building deep client relationships goes beyond beauty, as she offers free treatments to cancer survivors seeking to remove radiation marks. Despite being based in a small Queensland town, Karen’s salon draws clients from far and wide, a testament to her exceptional skills and personalised approach that sets her apart in the ever-evolving beauty industry. Beauty Biz editor, Louise May, chats with Karen about her journey, success, and recent recognition as the 2023 Australian Beauty Industry Award (ABIA) Sole Operator of the Year.

What inspired you to begin in the beauty industry?

I had struggle with grade 3 acne for years and my dad had spent thousands of my skin as he was so concerned that I would end up with scarring on my face , it was really bad a one point , that were I meet a beautiful lady name Kim would had a clinic in Hurstville and I would see her once a fortnight to help clear up my skin, it changed my world as I had always covered my acne with that much make up so no one would see it and she help me get my confidence back ,and I remember that feeling of looking in the mirror and actually loving my skin and I wanted to be able to give women this feeling every day. So, at 19, whilst I was hairdressing, I enrolled in my CIDESCO Diploma Of Beauty Therapy at About Face Academy in Five Dock NSW with Shirley Strickland , I attended the college 3 nights a week for 2 years. They said you can be anything you want to be …… “I wanted to BE that kind of person that made EVERYONE feel SOMEONE …So, I became a Hairdresser & Beauty Therapist.

What specific moment or accomplishment stands out as the turning point that defined your success as a sole operator in the beauty industry?

I think the specific moment that was my turning point was my dads 1 non-negotiable that I had 26

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to do a small business management course, this set me up to not only run a business at a young age but showed me how to know my numbers and run a profitable business.

Clients travel considerable distances to visit your salon. How did you establish such a dedicated clientele, and what strategies do you employ to maintain their loyalty?

Deep and trusting relationships with clients are very important to me, and I believe one of the keys to my success. I have a very personalised approach to every individual and am genuinely invested in their lives - not just in their amazing treatment results! I cater my treatments, my communication style, and my practices around my clients’ personal preferences as much as possible. This includes my ‘Silent Appointments’, which I created for my clients who are anxious, autistic, tired, sensory-sensitive, mentally drained, or just don’t want to chat that day. I also offer free treatment to cancer survivors wishing to have radiation marks removed. It’s so rewarding to give back in this way, it makes such an incredible difference to their lives, launched skin memberships in the clinic, which are paid weekly or monthly, guaranteeing regular income to the business. This concept has been around in the industry for a long time, but I don’t believe it has been very successfully executed by many. It is a great fit for my type of regional clientele, as they are committed to seeing me. They receive better value from the membership structure, and I achieve better client satisfaction as their results are significantly better when their skin is treated regularly - memberships give them the opportunity to see that first-hand.

Your recent initiative, the Long Lunch series, aims to connect regional salon owners and therapists with industry experts. Can you tell us about this and what inspired this idea? The Long Lunch series was designed to give education and networking opportunities to regional salon owners and therapists who often cannot travel. I find it a privilege visiting regional clinics across Australia but heard the same sentiments over many conversations with therapists. That was, “We miss out on so much as we can’t travel to Sydney, Melbourne, Brisbane to go to training, attend conferences or

Beauty Expo, or we can’t take the whole team as we can’t afford to close our clinics for three days with no income coming in.” This was My Why I started these events. I started brainstorming how I could support regional clinic owners and therapists, to help them feel connected with what’s happening in the industry and have the same opportunity to meet some of the industry experts that they would typically not get to connect with. It took me two years but finally the Long Lunch series was born, with 3 events for 2023 year in regional areas (starting with Tamworth). Guests get to mingle with eagerto-learn members of the industry in a beautiful location with beautiful food and have the rare opportunity to meet industry leaders like Rebecca Miller, Tamara Reid, Gay Wardle, and Vanessa McDonald Kayla Zigic and Leone Goldspink to name a few. I see the Regional Beauty Long Lunches as opportunities to strengthen skills, knowledge, and professional networks together in a relaxed and fun but still educational way, with attendees contributing not only to their own success but the success of our industry as a whole with Education Conversation and Connection . And we already have another 2 events planned for 2024! With 1 being international.

As a sole operator managing various aspects of your business, how do you find the balance between client-focused activities and the necessary behindthe-scenes tasks to ensure the salon’s success? This is something that’s a work in progress as delegating has never been my strong point, 2024 provides me with a new business model for the

clinic with a VIP Client Experience Membership. I will only be seeing 35 clients every 5 weeks so I can give them a truly personal one on one experience. The has evolved as the training side of the business is expanding at a rapid rate, I have now employed a Virtual assistant to help.

Your commitment to personalised client experiences is evident in your ‘Silent Appointments’ and free treatments for cancer survivors. How do these initiatives reflect your philosophy as a beauty practitioner and educator? 1. Client-centred approach: By offering silent appointments and free treatments for cancer survivors, a Skin Therapist demonstrates a commitment to providing personalised experiences for their clients. It reflects an understanding that each client has unique needs and circumstances, and it emphasises the importance of tailoring services to meet those needs. 2. Empathy and compassion: Initiatives like providing free treatments for cancer survivors highlight the Skin Therapists empathy and compassion. It shows that they care about the well-being of their clients beyond the surfacelevel aspects of beauty. This philosophy creates a supportive and understanding environment where clients feel valued and cared for. 3. Inclusivity and diversity: By offering free treatments specifically for cancer survivors, a Skin Therapist promotes inclusivity and diversity in their practice. They recognise that individuals who have undergone cancer treatment may have specific concerns and challenges related to their appearance. By

addressing these needs, the practitioner ensures that their services are accessible and beneficial to a wide range of clients. 4. Education and empowerment: As an educator, the skin Therapist can use these initiatives as an opportunity to educate both clients and the wider community about the impact of cancer and the role of skin treatments in boosting confidence and wellbeing. By sharing knowledge and raising awareness, they empower clients to make informed decisions about their skin routines and support them in their journey towards self-care and self-acceptance. 5. Social responsibility: Initiatives like offering free treatments for cancer survivors reflect a commitment to social responsibility. They demonstrate that the Skin Therapist is actively engaged in giving back to the community and using their skills to make a positive difference in the lives of others. This philosophy can inspire others in the industry to contribute to similar initiatives and foster a culture of social responsibility within the beauty community. Overall, these initiatives reflect a philosophy that goes beyond the surface-level aspects of beauty. They emphasize the importance of personalized care, empathy, inclusivity, education, and social responsibility. By embracing these values, a Skin Therapist can create meaningful experiences for their clients and contribute to the well-being of the community they serve.

What is on the agenda for the future?

2023 has been a massive year. I celebrated 35 years of Karen Geiszler Hair & Beauty Won ABIA Sole Operator of the Year KG Beauty & Modality Training has grown at a rapid rate. SO… 2024 is the start of an exciting NEW Chapter As the demand for my face to face in clinic training, I am excited to announce that I will be scaling down my clinic to move into Bespoke In Clinic Education. Launching my Self-Paced Online Theory Portal, Webinars, and a few other surprises Expanding into New Zealand and USA. All while living my ultimate work/life balance of living part time on the beautiful Island of Nusa Lembongan off Bali’s mainland. I will be traveling back to Australia to offer my Bespoke in clinic practical training on a monthly basis .

Beauty Biz Year 16 Issue 6

INDUSTRY NEWS • INDUSTRY NEWS • INDUSTRY NEWS • OMORFI ACTIVE SKINCARE WINS BEST NEW BEAUTY RANGE AT THE 2023 SPA & WELLNESS AWARDS!

the inconvenience of waiting for the tan to set. Alpha Male sets a new standard for convenience by allowing users to wash and wear their tan just 2 hours after application. Say goodbye to long waiting times and hello to a hassle-free tanning experience. This also means a sheet-friendly tan! With Alpha Male’s fast-drying formula, users can rest easy knowing their sheets are safe from any potential fake tan stains. There’s no need to sleep in this fast-developing tan, making it the perfect solution for busy lifestyles. Naked Tan, has also once again revolutionised the industry with the world’s fastest professional tan. Say goodbye to long hours of waiting for a tan to develop. With the 20 Minute Rapid Tan, customers can achieve a beautiful, natural-looking fake tan in just a fraction of the time. It’s a game-changer for time-conscious tanners and salon owners, who want quick, stunning results.

Australia-made and owned skincare brand, Omorfi Active Skincare has been crowned the 2023 Best New Beauty Range in the prestigious Spa & Wellness Awards, held at a gala event at the Intercontinental Hotel in Sorrento on Sunday 29th October!

It’s also Australian made, vegan friendly, cruelty free, SLS and Paraben free and has no nasties. www.nakedtan.com.au

THE 2024 ASCD SYMPOSIUM

Entering the awards for the very first time, this recognition truly acknowledges and rewards Omorfi’s creator, skin aesthetician Ang Domagala, and her growing reputation as a product innovator, industry enthusiast, and entrepreneur with a knack for delivering products that perform, and that clients need! Attended by, and bringing together, around 120 of the who’s who from the spa, health and wellness travel space within the Asia Pacific, the Spa & Wellness Awards gala event was a true celebration in the stunning surrounds of the Mornington Peninsula. Says Ang, “Winning this very special award validates our mission, our ethos and our commitment to excellence with our submission being scrutinised by the critical eyes of a panel of national and international judges.” www.omorfi.com.au

NAKED TAN INTRODUCES ALPHA MALE Leading Australian sunless tanning brand, Naked Tan, proudly introduces its latest innovation, Alpha Male, the brand’s first-ever male-centric at home tanning product designed to redefine the way men approach self-tanning. Alpha Male is also the world’s first 2-in-1 hydrate and tan mousse product for men.

1 – 3 March 2024, Crown Conference Centre, Melbourne The Australasian Society of Cosmetic Dermatologists (ASCD) are delighted to invite you to the ASCD Symposium taking place 1-3 March 2024 at the Crown Conference Centre, Melbourne. On 29th February, the day prior to the Symposium, there will be a number of Sponsored Workshops taking place. Details for these pre-event workshops will be released in due course. To register for the event www.tphe.eventsair.com/2024-ascd-symposium/register/Site/Register

Alpha Male is not just a tanning product; it’s a game-changer in men’s grooming routines. This revolutionary 2-in-1 formula combines intense hydration with a flawless tan, providing users with the ultimate grooming solution. The product boasts an ultrahydrating blend that keeps skin moisturised while delivering a natural, sun-kissed glow. Time is of the essence and this cutting-edge formula dries in just 2 minutes, allowing men to get on with their day without

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INDUSTRY NEWS • INDUSTRY NEWS • INDUSTRY NEWS AUSTRALIAN BUSINESS GROWTH FUND BACKS FEMALE FOUNDED SKINCARE EMPIRE

“The skincare industry is crowded, but Maria has established herself as a true pioneer of the industry and carved out her niche in what she has coined as the ‘Cosmedical’ category. The medicalisation of skincare is here to stay, and we see it becoming a fast-growing section of the market,” said Ms Lyari. INSKIN COSMEDICS distributes its products through professional skincare clinics via certified and experienced skin experts, who ensure customers are treated with the most suitable skincare solutions – both in clinic and at home. They have seen consistent and significant growth through this channel. “We are very confident in INSKIN’s next chapter of growth and their potential for international expansion,” said Ms Lyari. ABGF’s investment will empower INSKIN COSMEDICS to unlock its next phase of growth and evaluate additional international expansion opportunities. Through its global network, ABGF will help INSKIN COSMEDICS prepare for launch in new international markets. “We have big dreams. To realise these, we need a partner who can organise our thinking, evaluate opportunities, and support us in executing the expansion plan,” said Ms Enna-Cocciolone.

Ha Vo (NAB Senior Business Banking Manager), Maria Enna-Cocciolone (INSKIN Founder and CEO) and Ghazaleh Lyari (ABGF Co-head of Investments)

The Australian Business Growth Fund (ABGF) has announced its investment into home grown skincare business, INSKIN COSMEDICS, to accelerate the company’s next leg of growth. Family-owned and female-founded INSKIN COSMEDICS is an integrated skincare manufacturer, distributor, and retailer based in Sydney. Starting out in 2007, founder Maria Enna-Cocciolone has grown INSKIN COSMEDICS into a successful multi-million-dollar business and Australia’s largest vertically integrated skincare company. ABGF’s minority investment will be used to further grow the business and to explore international expansion opportunities. ABGF is one of the leading investors of growth capital in Australia, and Australia’s only purpose-built growth capital fund dedicated to the SME sector. “Our investment into INSKIN COSMEDICS signifies an affirmation of INSKIN’s commitment to quality, efficacy and innovation in skincare. It aligns with ABGF’s track record of backing Australian entrepreneurs, disruptors of industry and growth-oriented businesses,” explained Ghazaleh Lyari, ABGF’s Co-Head of Investments. Identifying a gap in the market for products that sit between lower-strength ‘cosmeceuticals’ and medical-grade prescription-only skincare, Maria launched her own brand O Cosmedics, followed by a second brand, GINGER&ME, in the following years.

“We are so excited to continue our journey of skincare innovation, setting new standards for authenticity and effectiveness. I instantly felt a connection with the ABGF team, they were engaged in our story and interested in our vision – and I am excited to have a female-led team to partner with. I feel confident we will continue to grow with next level heart, passion and market share.” ABGF will take a seat on INSKIN’s board and be an active advisor and strategic growth partner. ABGF is committed to creating value by investing in Australian businesses where capital, strategic insight, global relationships and end to end support drives transformation. By only taking a minority stake, businesses are left in control. INSKIN COSMEDICS’ relationship bank, NAB, is a founding shareholder of ABGF. NAB Executive, Specialised Industries, Brett Moore, said as Australia’s largest business bank, NAB was proud to be supporting small and medium businesses with access to long-term growth capital through ABGF. “We’re firmly committed to investing in great Australian companies, and we’re thrilled to be supporting INSKIN COSMEDICS so the team can scale and grow the company and become a real player in the global skincare space,” Mr Moore said. “The Australian Business Growth Fund is a fantastic option for small and medium businesses that require additional funds to support their next stage of growth.” This partnership brings ABGF’s total investments into Australian businesses to over $140 million.

INDUSTRY NEWS • INDUSTRY NEWS • INDUSTRY NEWS THE GROWTH OF AESTHETIC AND BEAUTY INDUSTRY IN AUSTRALIA

A higher education qualification serves as the next step for acquiring further information, it imparts credibility, authenticity, and facilitates the expansion of our minds, key to enabling us to embrace evidence-based practices. The attainment of effective outcomes in dermal procedures relies on a solid foundation of knowledge and expertise. Torrens University is Australia’s fastest-growing university and one of only two universities that offers the Bachelor of Health Science Aesthetics degree to meet industry demand. The undergraduate health science degree provides beauty therapists and novices with exceptional knowledge and understanding, allowing them to confidently treat clients and achieve superior dermal wellbeing outcomes. Students will gain confidence in themselves through advanced knowledge of best practices and treatment options, and the ability to mitigate complications, manage risks, and provide the safest and most effective treatment outcomes within their scope of practice. Reproduced from report by Torrens University Australia

THE WORLD OF REFECTOCIL

Refectocil tints were created in Austria in 1942 and continue to reign as the #1 choice for lash and brow colours amongst beauty professionals worldwide. Over the past 80 years RefectoCil has expanded its range and has incorporated a range of professional artistry tools, hybrid dyes, brow lamination, lash lift and aftercare products.

Following the recovery from the pandemic, the aesthetic and beauty industry continues to expand significantly. The industry’s continued growth is from clientele preferences for results-oriented dermal wellbeing procedures, using current and emerging facial and body rejuvenation devices and technological innovations. In addition, we have witnessed the transformation of sole proprietorships into businesses with multiple employees and state-of-the-art facilities. Cosmetic clinics, Medispas, and wellness retreats continue to open in response to the public’s desire to age gracefully and with self-confidence. How the beauty industry will continue to evolve

In 2023 RefectoCil underwent a branding facelift – our RefectoCil packaging was re vamped and the line expanded with the introduction of our unique, patented Intense Brow(n)s range. This range delivers not only an intense brow colour, but also a skin stain that is second to none.

Medi-Spas have flourished with the rising demand for dermal wellbeing procedures and medical expertise. Increasingly, there is a strong demand for highly-trained dermal clinicians. Beauty and wellness enterprises must adopt technology, personalisation, a diverse menu of services with multiple revenue streams, and sustainability to remain competitive. The global beauty industry is expected to reach approximately $580 billion by 2027 an expected growth of 6% per year. Technological advancement is driving innovation and creativity and the industry is undergoing a transformation like it has never seen before. Education is essential in fostering self-assurance and success in what we do. It reduces adverse events, provides clients with the best clinical and safest outcomes, and gives dermal clinicians the confidence to perform best practices, contributing to industry quality. Keeping up with the changes in trends and technology The aesthetic and beauty industry trends remain driven by innovation and change. Training purely as a beauty therapist is no longer enough. Savvy clientele is seeking results-driven dermal procedures. Upskilling with a higher education degree allows highly skilled university-qualified dermal clinicians to perform results-oriented dermal procedures to meet and exceed clientele demands both safely and ethically. The advancement of technology has seen the rise of a new era in the beauty industry with a focus on personalised experiences for the clients and tailored solutions that cater for individual needs.

Across the Australia/Pacific region, they have been overwhelmed by the response to their locally developed RefectoCil custom colour blending master classes. RefectoCil recognise that traditional tinting procedures are part of the standard beauty curriculum, however, it is evident that there is a gap in the market for creative colour mixing. In October they travelled to New Zealand and presented their signature colour master classes to distributors and their clients. RefectoCil were blown away by the inspirational and artistic colours created by their audience’s imagination! One artist shared her signature look by mixing RefectoCil Light Brown, Chestnut and Natural Brown – the result was the perfect tone for auburn hair and the effect was stunning! You will be seeing much more of RefectoCil Australia online during 2024, so follow them on Instagram (@refectocilaustralia) for access to news, product updates, artistry tips and much more. www.refectocil.com.au

Higher education qualification is key

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Meet the

Elise is a Dermal Clinician and Director of LILI Skin Co., providing skin health services in Canberra to a variety of clients and their various skin concerns. Her specialties include dermal therapy treatments, as well as training and assessment in all things skin and business. Elise loves all things skin. There are two things about skin that she can’t get enough of. Educating skin therapists, and helping her wonderful clients achieve healthier skin. As a Dermal Clinician, her approach to skin health comes from working primarily on skin function. Working directly in skin therapy for over 10 years, she thrives on the problemsolving aspect of skin care and skin health, determining the external and internal issues that can cause concern. Elise has a team of 5 skin loving professionals at LILI Skin Co., and even more current and past students who have worked under her mentorship. Elise holds a full membership with the Australasian Society of Dermal Clinicians (ASDC) and is on the board for the ASDC in a governance role. She works closely with the Australasian Academy of Cosmetic Dermal Science (AACDS) as a trainer and assessor. Elise has worked across all aspects of the beauty industry – from the traditional spa environment to cosmetic laser clinics, for plastic surgeons, and now in her own dermal therapy clinic. She previously worked as Director for Australian Capital Training Institute – a beauty therapy RTO delivering advanced training to the next generation of beauty therapists. Elise is welcoming her first child into the world in December!

Beauty Biz Editor Louise May chats with Elise about her industry journey, recent Beauty Squad win and threw in a few fun questions!

What made you want to be a Beauty Therapist? I actually fell into beauty therapy, much like a lot of other beauty therapists! I was taking a gap year and wanted to study to fill the time and thought beauty would be a fun option – who wouldn’t love being able to do their own brow treatments and manicures! I quickly fell in love with the facial aspect of beauty therapy. It combined my love of science and fun, the perfect match. I also struggled with my own skin issues, so it was really cool to be able to learn more for myself. I learned the difference of what an amazing but simple skincare routine could do for me, and wondered what it could do for others. So, I took the leap, studied all I could regarding skin and dermal therapies, and now it’s a career I cannot imagine doing.

What kind of treatment is your favourite and why?

I’d be lying if I said I didn’t love the treatments that had a bit of extra downtime, like chemical peels or fractional lasers – it’s satisfying to watch the skin physically transforming and healing right before your eyes. Picking your favourite is like choosing your favourite child. I don’t think I have just one, but I can’t go past microneedling and lasers. Two very versatile modalities that you can make very gentle or quite intense. We love customisable treatments.

How do you manage life and work balance?

When you own your own business, life, and work kind of combine into one, which isn’t the worst thing when you love what you do. Making clear boundaries that are realistic has been the biggest factor for me. It is all well and good to say the phone and laptop go down at 9pm, but in reality, that doesn’t always happen. But what is realistic, is having technology aside during dinner times, keeping Sunday and Mondays client free, and accepting that you can have everything, just sometimes not perfectly and all at once.

Who inspires you in the beauty industry and why?

At the end of the day, it has to be clients. Without clients, we have nothing to work on and no one to work with. Being able to make a difference in someone’s life – physically and emotionally is such a rewarding aspect of our work. The effect that skin issues can have on one’s mental health can be hugely significant. Being able to take away this mental load is like nothing else. We’ve built such a tight-knit, warm community around LILI Skin Co and this motivates me to do more and be more for them. Second to clients would be my team. It’s not every day that you are in a position to impact someone’s career on such a significant level. The knowledge and expertise that I can pass on may be invaluable to their success. It’s giving back in a way that isn’t always first thought of.

If you could spend a day with anyone from a business or lifestyle mentorship perspective, who would it be and why? This is a tricky one, there are really so many inspirational people both in the beauty industry and outside of it. I will never say no to a little mentoring. You can’t ever know everything there is to know, and accepting this and being receptive to learning is key for success. A few people I’d love to meet and be mentored by include Gry Tomte for her business mindset approach, Mia Freedman for all things creativity, marketing and business, and Emma Isaacs – CEO of Business Chicks.

How important is training and education for you? Education and training is the foundation of LILI Skin Co.’s philosophies, and something I am very passionate about. In an industry that has grown so fast, there have been constant emerging trends and technologies that there is so much to keep up with. Now a days, beauty therapists are expected to have a vast understanding of skin anatomy and physiology – not only for their results and devices, but for the safety of their patients. We approach education from two angles. First, is educating ourselves. There is always something to learn! My team have or are studying their Bachelor of Dermal Therapies to ensure they are delivering the most up to date knowledge and care for our clients. Secondly, every appointment with a client is an opportunity to educate. We don’t focus on sales targets and a sales-based approach – we focus on educating our clients as to why they need what they need, which in turn, results in a sale. Lastly, we offer in house workshops and training in our purpose build training room for those in the Canberra and surrounding regions who want to refresh on their skin skills without going through a 3-year degree.

Can you tell us a little about what you are most looking forward to being a member of the Beauty Squad team? It is such an honour to be joined alongside three amazing women who are making such a positive difference in the industry. Being a member of the Beauty Squad means more than just an award and prizes. It is the opportunity to make new friends, learn from experts I may never otherwise would have had the chance to, and to grow in all aspects of my career. It is such a wonderful opportunity – I am so excited.

Where do you see yourself in 10 years’ time?

This industry will always be for me. When you find something you love and enjoy, it’s hard to imagine giving it up. I’d like to expand on the LILI Skin Co. clinics, but I also like the idea of staying small. Small means you can focus your attention on quality and care. I’d like to ramp up the training side of our business – that’s probably where the next area of growth will be. At some stage I’d love to get into medicine, however, that is probably part of the 15-year plan!

FUN SNAPSHOT WORST FASHION MOMENT Let’s just say all of the 2010’s – who let us leave the house in some of those fashion trends! FAVE PLACE TO HOLIDAY If I’m on holiday, I like to relax. Exploring is super fun, but when you only get a handful of days off a year you have to make the most of them! For a 1-2 day trip away, anywhere on the northern beaches is divine. But I will not say no to a trip abroad to NZ or the pacific islands. FAVE DRINK I am a Coke Zero addict (probably not the best habit). I’ve been craving pineapple juice my whole pregnancy so that is the flavour of the month right now. FAVE TYPE OF MUSIC/SONG I’d love to say I have a super refined and adventurous taste in music, but I am way too much of a fan of Justin Bieber and some 2000’s RnB. IF YOU WEREN’T A BEAUTY THERAPIST, YOU WOULD BE A…. If I could go back in time to college, I’d pursue a career in medicine before I had any responsibilities and a life! I know it would be something hands on, and something involving helping people. When I was in college, I wanted to be a baker, but something about the 2am starts didn’t excite me. @liliskin.com @nurse.eliza

DERMAL

Skin Perfection: an unobtainable goal or a deliverable transformation? By Alanna Douglas

Let’s set the scene. You are doing a consultation with a new client; they list all the things they need help with, and they throw in there that their treatment goal is to have “perfect skin”. Cue the internal panic attack and self-doubt. Your hands feel clammy, and your heart starts kicking to a new high paced beat. The stress and overwhelm sets in and you don’t know what to do? Does that sound familiar? I want you to know firstly that this is completely normal when a client has completely unrealistic expectations but also walk you through some avenues that will help you create healthy and glowing skin for your client. Firstly, lets address the “perfect skin” statement. One of my favourite statements is “tell me more”, enquire and be curious about what it means to your client. Because beautiful, what perfect means to you and what perfect means to your client could be two very different things. Now let’s say worst case scenario it is a flawless face that your client wants, this is your time to create some boundaries around expectations. Protect yourself moving forward by remembering to document and take photos of your work so your client can see their progression. Remember its OK to say in a professional and kind way that you may not be the person to take them on their skin journey. Let’s address the possible underlying emotions surrounding the goal of perfect skin. In my experience I have found these beautiful clients struggle to love themselves for who they are at that very moment. Acceptance is also a difficult one for them as they are forever a working project in their own eyes. So where can we help? By doing what we do best and building our clients 34

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up! Positive affirmations, guided meditations and complimenting them! leading by example and show casing your own self-care on social media and talking about what you do with your clients is also a great way to encourage positive self-talk and care. Now let’s say you are feeling like there could be more to the story and you think you need to have the “support” conversation, please do! This would of course be a conversation you would have with your client once getting to know them a little better in which you would bring up in conversation psychology and how it has helped so many of your clients to feel amazing about themselves. Sometimes all it takes is for a client to feel seen and hear that other people are doing the thing they find scary. I cannot tell you how many clients have gone and sought help after finding out that it is the norm. Circling back to the unachievable goal, do I believe perfect skin exists? Not in that sense that is advertised in the media that’s for sure. But I do believe that I can get my clients skin working “perfectly for them”. The journey isn’t always linear, but the beauty is often in the mess, right? So, what are some avenues you can use to treat a tricky skin/client? If you are feeling unequipped to treat more complex skin, it might be worth looking at exploring other allied health practitioners who can more alongside you and manage the other parts of

your client’s journey. This could look like working with a naturopath, nutritionist, integrative GP or specialist GP. When skins don’t respond, or you feel that there more happening internally it is always a good idea to refer onto get further testing. This will stop you feeling like you are failing. Because its often not you it’s what is happening with your client on the inside that is affecting their skin. Whether it’s their mental health, gut health treating your clients with an integrative approach will always end up getting them results. It will also leave them feeling empowered because they have the knowledge and power to make informed decisions about their health. Then you can focus on doing your thing in the treatment without the doubt and know that you are doing everything to create the most amazing skin transformation for your client. Remember it is NOT your job to make sure your client’s skin is perfect after every facial. It’s your job to get their skin, mind and body healthy and well. With love, Alanna Douglas Skin Freak Academy www.skinfreakacademy.com.au hello@skinfreakacademy.com

DERMAL

How Important are Macrophages? By Gay Wardle

I love talking and teaching about the immune system. I am always fascinated to learn more about how immune cells and the lymphatic system work together. In this article I am going to give a little information on our amazing Macrophages. Macrophages are a type of white blood cell, which is a crucial component of the immune system. They play a key role in the innate immune response, which is the body’s first line of defence against infections and foreign invaders. Macrophages are known for their ability to phagocytose, which means they can engulf and digest pathogens, dead cells, and cellular debris. A macrophage cell has a distinctive appearance that can vary somewhat depending on its activation state and location within the body. Generally, macrophages are large, irregularly shaped cells with several defining characteristics: Macrophages typically have an amorphous, irregular shape with multiple pseudopodia (protrusions) that extend from their cell membrane. This shape allows them to move and engulf pathogens and cellular debris effectively. The nucleus of a macrophage is typically large, oval, or kidney-shaped and centrally located within the cell. Macrophages have abundant cytoplasm that contains various organelles, including lysosomes and phagosomes. These organelles are involved in the process of phagocytosis, where the macrophage engulfs and digests foreign particles. Macrophages are covered with various surface receptors that recognize and bind to specific molecules, such as pathogens or immune signals. These receptors help the macrophage identify and interact with its targets. Some macrophages may contain granules filled with enzymes and antimicrobial molecules that are released during phagocytosis or in response to infection. Macrophages are among the largest white blood cells in the body, typically ranging in size from 12 to 20 micrometers in diameter. It’s important to note that the appearance of macrophages can change based on their activation status. When they are actively phagocytosing pathogens or debris, they may extend their pseudopodia to engulf the material, giving them a more irregular and dynamic appearance. In contrast, when at rest or in a surveillance state, they may appear more rounded. They are highly versatile cells, and their appearance can vary in different tissues and under different conditions.

Let`s have a look at some of the characteristics of macrophage cells! 1. Phagocytosis: Macrophages are highly skilled at engulfing and digesting various

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particles, such as bacteria, viruses, and damaged cells. This process is important as it helps eliminate potential threats to the body. 2. Antigen Presentation: Macrophages are also antigen-presenting cells. They can capture antigens from pathogens and display them on their cell surface to activate other immune cells, such as T cells. 3. Tissue Distribution: Macrophages are found throughout the body in various tissues and organs. They are particularly abundant in tissues that are exposed to the external environment or have a high potential for infection, such as the skin, lungs, liver, spleen, lymph nodes, and the lining of the digestive tract. 4. Differentiation: Macrophages can differentiate into different subsets with specialised functions. For example, alveolar macrophages are found in the lungs and are specialized for handling inhaled particles, while Kupffer cells are macrophages found in the liver and are involved in filtering blood. 5. Immune Regulation: Macrophages also play a role in regulating the immune response. They can release signalling molecule called cytokines that influence the activities of other immune cells and help coordinate the overall immune response.

How are these tiny cells that work so hard protecting our bodies created! Macrophages are created through a process called hematopoiesis, which is the formation and development of blood cells from hematopoietic stem cells (HSCs) in the bone marrow. Hematopoiesis is a highly regulated and complex process that gives rise to various types of blood cells, including white blood cells like macrophages.

The process of macrophage creation is tightly regulated to maintain a balance between immune surveillance, inflammation, and tissue repair. Macrophages are essential for various immune functions, including pathogen clearance, tissue maintenance, and the resolution of inflammation.

Here is a little overview of their creation. Macrophages originate from hematopoietic stem cells, which are multipotent cells found in the bone marrow. These stem cells have the capacity to differentiate into different types of blood cells, including red blood cells, white blood cells, and platelets. Under the influence of specific growth factors and signalling molecules, hematopoietic stem cells can differentiate into common myeloid progenitor cells or common lymphoid progenitor cells. Macrophages belong to the myeloid lineage. Common myeloid progenitor cells give rise to various myeloid precursor cells, including monocytes, which are the immediate precursors to macrophages. Monocytes are released from the bone marrow into the bloodstream and circulate throughout the body. They can be recruited to specific tissues and organs in response to various signals, such as infection or inflammation. Once monocytes reach their target tissues, they can undergo further differentiation into macrophages. This differentiation process is influenced by local tissue signals and cytokines. Macrophages can adapt to their specific tissue microenvironments, taking on specialized functions and characteristics. For example, macrophages in the lungs (alveolar macrophages) will have different properties and functions than those in the liver (Kupffer cells) or in the skin (dermal macrophages). Macrophages can exist in different activation

states, depending on the signals they receive. They can be activated to become more phagocytic and inflammatory (M1 macrophages) or have a tissue-repairing and anti-inflammatory role (M2 macrophages).

What happens if we do not have enough macrophage cells? If the body does not have enough macrophage cells or if their function is compromised, it can significantly weaken the immune system’s ability to defend against pathogens and foreign invaders. This can lead to increased susceptibility to infections, prolonged illness, and potentially more severe health consequences. Insufficient macrophage activity can also result in the accumulation of dead cells, debris, and pathogens in tissues, which can lead to chronic inflammation and tissue damage. There are several ways to increase the number of macrophage cells or enhance their function: Nutrition: Consuming a balanced diet rich in nutrients can support the production and function of macrophages. Nutrients such as vitamin C, vitamin D, zinc, and omega-3 fatty acids are known to boost immune function. Exercise: Engaging in regular physical activity can help stimulate the production and activity of immune cells, including macrophages. Adequate Sleep: Getting sufficient restorative sleep is essential for a healthy immune system, as sleep helps regulate immune cell function.

Stress Management: Chronic stress can weaken the immune system, so managing stress through relaxation techniques, meditation, and mindfulness can be beneficial. Lifestyle Choices: Avoid smoking, vapouring and excessive alcohol consumption can help maintain a healthy immune system, as these behaviours can impair immune cell function.

The Skin: Macrophages play a crucial role in maintaining the health and integrity of the skin, and their importance in this tissue cannot be overstated. Macrophages in the skin, often referred to as dermal macrophages, serve as sentinels of the immune system. They continuously patrol the skin tissue, scanning for pathogens, foreign invaders, and cellular debris. This constant surveillance helps to detect and initiate immune responses against potential threats, contributing to the skin’s role as a barrier against infection. In the skin Macrophages are often referred to as dermal macrophages, serve as sentinels of the immune system. They continuously patrol the skin tissue, scanning for pathogens, foreign invaders, and cellular debris. This constant surveillance helps to detect and initiate immune responses against potential threats, contributing to the skin’s role as a barrier against infection. Macrophages play a pivotal role in the wound healing process. When the skin is injured, macrophages are among the first immune cells to arrive at the site of injury. They help clear away dead cells and debris, promote tissue repair, and release growth factors that stimulate the proliferation of skin cells,

including fibroblasts and keratinocytes. Macrophages contribute to tissue remodelling and scar formation during wound healing. They help regulate the balance between collagen synthesis and degradation, ensuring that the skin heals with appropriate strength and flexibility. Macrophages in the skin can have both proinflammatory and anti-inflammatory functions. They help orchestrate the immune response to infections and injuries, and their activity is finely tuned to control inflammation and prevent excessive tissue damage. Dysregulation of macrophage function in the skin can contribute to the development of various skin diseases and conditions, including chronic inflammation, autoimmune disorders, and skin infections. Understanding macrophage behaviour in these contexts is essential for developing effective treatments. In summary, macrophages in the skin are integral to the skin’s defence mechanisms, immune responses, and tissue repair processes. Their ability to detect and respond to threats, clear away debris, and promote healing is vital for maintaining the skin’s barrier function and overall health. Properly functioning macrophages are crucial in ensuring that the skin can effectively protect the body from infections and injuries while supporting its regenerative capacity. It is important to understand these cells when we are creating inflammation to skin. Understand the function of the immune system and the health of it when you deliver a consultation. www.gwsl.com.au

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PRODUCT PROFILE

Grow Your Business with Dermapen HOME™ The skincare industry is on the cusp of a significant shift, and you can’t afford to be left behind. At-home microneedling devices are becoming increasingly popular, with the global market projected to grow at a robust 8.54% CAGR over the next decade. However, there’s no need to panic. For professionals in the field, this trend doesn’t signal competition; it presents a golden opportunity to generate additional revenue.

Be Among the First to Introduce the Dermapen HOME™ The new Dermapen HOME™ answers all these needs. It’s the ultimate at-home microneedling solution from DermapenWorld, the world’s #1 microneedling company and global leader in professional microneedling.

By incorporating these devices into your clinic’s offerings and educating patients on their proper use, you can provide a comprehensive skincare experience beyond the clinic. Now’s the time to adapt and expand your services and revenue! By guiding your patients through the world of at-home microneedling, you can ensure they receive the professional advice they need while benefiting from the rising demand for these devices.

Clinic Benefits on Offer Dermapen HOME™ is the perfect opportunity to increase your revenue, retain your patients and grow your business. By offering Dermapen HOME™ to your patients, you can: • Provide them with a high-quality device backed by a reputable brand and proven technology. • Educate them on how to use Dermapen HOME™ safely and effectively at home, following professional protocols and recommendations.

You can leverage a brand widely known and trusted in the skincare industry. Developed in compliance with the most stringent regulatory standards, Dermapen HOME™ sets the bar for patient safety, standing out in a market flooded with less regulated alternatives.

• Recommend non-negotiable Dp Dermaceuticals skincare products to use with Dermapen HOME™, which are specifically formulated for microneedling. • Create a loyal following that will return to your clinic for more procedures and tell their friends.

Adopt a Synergy of Solutions Approach DermapenWorld stands out in the market by championing a holistic approach to microneedling. Our beloved Authorised Treatment Providers are at the heart of that experience. We firmly believe that achieving the best skin results is a collaborative effort between patients and their skincare professionals. This is why we always encourage Dermapen HOME™ buyers to seek guidance from YOU. By doing so, they can navigate their at-home procedures with confidence and precision, ensuring they are tailored to their unique skin needs. It’s not just about selling a product— it’s about ensuring each patient achieves their desired outcomes with professional support at every step.

Extend Your Expertise Beyond Clinic Walls What Consumers Want Those starting with at-home microneedling seek more than just superior products; they’re looking for trust, professional endorsement, and guidance. A trusted brand acts as a seal of quality, signalling that the device is safe and effective. Professional recommendations from skincare experts add credibility and assurance that the product is a worthy addition to their regimen. Comprehensive guidance on how to use the device at home is crucial. Your patients rely on clear, detailed instructions to replicate professional results safely and effectively, making education a key part of their purchase decision.

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The rise of at-home microneedling doesn’t have to threaten your practice. You can see it as a lucrative prospect. With Dermapen HOME™, professionals can offer their patients a device that meets the highest safety and efficacy standards, backed by the trusted name of the world’s leading microneedling company. It’s a rare opportunity to enhance your services and ensure patients achieve optimal results safely at home. Embrace this growing trend and partner with DermapenWorld to offer a comprehensive skincare solution that extends your expertise beyond the clinic walls.

Contact your distributor today to learn more about Dermapen HOME™ and reach your clinic’s full potential. Or visit www.Dermapenworld.com

Grow Your Business with With the at-home microneedling market evolving rapidly, Dermapen HOME™ represents a unique opportunity for growth outside your clinic’s walls.

Don’t Miss This Opportunity • Attract new clients by partnering with the world’s #1 microneedling company. • Offer a premium, safe, and effective product developed to the highest regulatory standards. • Capitalise on the growing trend of at-home microneedling devices. • Get referral-worthy results with a combination of professional and at-home microneedling procedures.

Dermapen HOME™: The Latest Addition to Our Synergy of Solutions Dermapen HOME™ is the perfect opportunity to increase your revenue, retain your clients and grow your business.

Contact your distributor to learn more or visit www.Dermapenworld.com

ABIA 2023 EDITORIAL/HIGH FASHION MAKEUP ARTIST OF THE YEAR

n ee r G a Juli

By Chereine Waddell

ABIA Editorial/Session Make Up Artist of the Year, Sposnored by Bodyography

Julia Green, the ABIA High Fashion Makeup Artist of the Year 2023, sponsored by bodyography, whose lifelong passion for beauty evolved from a childhood adorned with fashion magazines to a career spanning over two decades. Julia’s expertise seamlessly navigates the realms of fashion editorial, advertising, runway shows, film, and celebrity clientele, marked by her calm onset demeanour and an innate ability to lead creative endeavours. Her mantra, “Is this beautiful?” underscores her commitment to creating timeless, captivating looks. From collaborating with renowned brands like Maybelline and Nike to gracing the faces of celebrities such as Ruby Rose and Eric Bana, Julia Green is a true artist, crafting narratives of beauty with every stroke of her brush. Chereine chats with Julia about her recent win and her industry journey.

Congratulations on winning the ABIA High Fashion Editorial Makeup Artist of the Year 2023! How does it feel to be recognised for your outstanding work in the beauty industry?

It feels incredible and surreal and awesome all at once. I have always looked towards the winners in this category with such high esteem and so being a recipient has been an absolute mind-blowing dream.

High fashion editorial makeup is known for pushing creative boundaries. Can you share some insights into your creative process and inspiration for the award-winning looks? I often find that a trip to a craft store will prompt loads of ideas. I will spend time fossicking through the aisles; something will catch my eye, and almost instantly a creation will flood into my head. I then sit with the idea for a while and let it germinate. I find this process incredibly exciting. I am always conscious of honing the look to fit into my overall aesthetic. Even the most hectic of my makeup looks still need to be beautiful. One of the looks from my entry was called ‘Amphitrite - Goddess of the

Sea.’ I initially had the idea of using white false lashes to create crop circles or the look of long grass in the wind. I wanted to dye the lashes into pastel colours for a soft look. Unfortunately, I could not find bulk lots of white lashes to make this shoot work for my budget. So, I had to alter my idea and make it work another way. I remembered my box full of false lashes that I have been gifted over the years. A lot of the lash designs were not my preferred type, so they have been sitting in this box waiting to be used for ‘something’. This was the perfect shoot to use them on. I wanted to create a makeup that looked like an organic part of the model, half human/half underwater creature. Like the model had morphed with a sea creature or had an anemone or coral growing from the skin. I cut up all the lashes and stuck them to the face with lash glue. I was careful to place them on the skin so that they worked with the contours of the face. I used references from nature for the placement of the lashes, succulent petals, coral etc. The lashes I used were all black and so I needed to paint the lashes with greasepaint to create the design I had in my mind. I used hints of metallic loose pigments to add highlights and chunky opaque white glitter to add an extra element of texture to the skin.

The beauty industry is constantly evolving. How do you stay ahead of trends and maintain a fresh perspective in your editorial makeup creations? Listening to my own creativity has always served me well. Being aware of trends is important but knowing which parts of them to utilise to keep the shoot relevant and when to allow your ideas to take over is where the magic happens. I try to create looks that I haven’t seen before, something fresh and new. That’s what excites me and ultimately how people remember my work. cont’ over page

BEAUTY

cont’ from page 41

Can you highlight a specific project or editorial that you feel truly represents your style and contributed to winning this award? The beauty shoot featuring the divine model, Onella, really showcases how my creative brain works. I had spotted Onella on Instagram and really wanted to shoot with her. Onella has a skin condition called vitiligo which causes the loss of pigmentation in her skin. I find skin fascinating and so my main aim for this shoot was to show the beauty of both of Onella’s skin tones by creating a smooth and creamy texture to the skin. I then wanted to juxtapose the skin’s texture by adding gold leaf on the eyes (see image ‘Molten Gold’) and in the second shot, I found this incredible crushed gold pieces (see image ‘Gold Crush’). I love creating beautiful skin and working with unexpected textures and so these two images do truly represent my aesthetic.

Collaboration is often key in the world of editorial makeup. How do you work with other creatives, such as photographers and stylists, to bring your vision to life? I am nothing without my team. I have been creatively collaborating with photographer, Rich MacDonald (www.richmacdonald.com.au) for a few years now. The best thing about our process is that we trust each other. Thankfully he trusts my hair-brained ideas will work out and I have complete trust that he will beautifully light my work.

Every makeup artist has their go-to products that never fail them. Can you share a few of your must-have beauty products or tools, and why you consider them essential to your kit? Dermalogica Biolumin-C serum is a must in my kit. I use it on almost every face (under moisturiser) and just love how it brightens, firms, and makes the skin more radiant. The By Terry Hyaluronic Hydra-Powder is a firm fave in my kit as it is so finely milled you can barely see it on the skin. It allows skin to look like skin whilst blurring imperfections. Another ride or die product is the Mecca Lip de Luscious Night Treatment used as a lip balm. The super hydrating formula softens even the driest stressed-out lips. And of course, my BRUSHES! I have curated my favourite collection of brushes from many different companies. Most of my goto shapes are found in art supply stores. I love the difference in bristle push back of art brushes compared to makeup brushes, especially for concealers and brow gels.

As the High Fashion Editorial Makeup Artist of the Year, what advice do you have for aspiring makeup artists looking to make a mark in the editorial and high fashion scene? Do it your own way. Look for inspiration outside of the Makeup industry not just by scrolling on social media. This will foster your unique ideas and help you to stand out from the rest. As artists, 42

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we are constantly given other artists’ makeup as reference images to work from… when it comes to your own creative work, throw them away and let your mind run free. Trust your imagination.

How do you believe the recognition from winning ABIA High Fashion Editorial Makeup Artist of the Year will influence your professional journey, and what advice do you have for fellow artists considering entering industry awards? I have been lucky enough to have loyal clients throughout my career. What I am finding is that the recognition of winning this award has meant further trust and more collaboration on ideas from my regular clients. Winning has also put my name in front of new clients who may not have found me in the past. And it has elevated the types of jobs I am being requested for. I would encourage artists of all levels to enter the awards for the incredible experience and invaluable feedback that is given on your work through the process. Not to mention the wonderful Gala night celebrations and key networking opportunities surrounding the event.

In the world of high fashion editorial makeup, innovation is key. How do you approach incorporating new techniques or products into your work while maintaining a signature style? I look out for new products that are completely different to what I have seen before. I know what works in my kit and so I want something that will extend the boundaries of what and how I can create.

Winning ABIA High Fashion Editorial Makeup Artist of the Year is undoubtedly a career highlight. What goals or aspirations do you have for the next phase of your career? One of my career goals has always been to work on makeup teams for Runway shows in Paris, New York, Milan, and London. It has been a dream of mine since I first realised makeup could be a career. So, I am working toward that becoming a reality. Beauty campaigns are one of my all-time favourite shoots to work on. I love them because there is nowhere to hide as an artist, and I get a real thrill out of that. So, I am working to create opportunities in this area as well. I will never stop wanting to create beautiful images.

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Then you won’t want to miss out on the Aesthetic Beauty Industry Council’s kick-start event, k n oEducational w a b o u t Conference t h e l a t e s tis : the ONLY entirely ELEVATE 24! The ABIC inclusive conference ANGES DUBE with something for everyone from Beauty Therapists to Specialist Plastic Surgeons. Techniques SPEAKER

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This one-day-only educational DIRECTOR AT DR SARAS & ELEVATE is where the beauty & aesthetic conference is completed with a CO. industry will unite to Collaborate and Elevate Promenade VIP Cocktail After Together. The purposefully designed program Party. Watch the sun go down is fast-paced with engagement, empowerment over Barangaroo and enjoy the Monday 19 February 2024 and education underlying every aspect. ultimate networking opportunity SPEAKER where you can sip champagne, - 7:30PM DR JING WANG Elevate 24 features an incredible line-up7:30AM of nibble on delicious canapes speakers, panelists and immersive workshops and network with the industries Cosmetic Doctor Doltone House,What Pyrmont and plenary sessions in the auditorium of Darling leaders. better SYDNEY way to Island will cover the following components: end a full day of learning and - Deep Dive into the Dermis with the Latest professional development, ELEVATE 2024 SYDNEY Techniques for Tone & Texture debrief with new friends and MONDAY 19TH FEB 2024 7:30AM - 7:30PM - The Future of Medical Aesthetics - Hosted by embrace the comradery of the events.humanitix.com/elevateDoltone House, Pyrmont SYDNEY Dr Steven Liew ABIC community. 24-abic-education-conference - Business Mastery BEAUTYBIZ 50% DISCOUNT REGISTER NOW - Clinical Innovation The Aesthetic Beauty Industry Council (ABIC) CODE: has been created for the industry, by the INCLUSIVE INSGHTS PANEL industry, with the vision of uniting all industry Incorporating inclusive practices into your sectors under one powerfully strong voice. business for some is second nature, and for ABIC’s goal is to represent the Australian others takes courage and intention. The result: Beauty and Aesthetics Industry, provide an 50% off Discount using the Beauty Biz code a business that ensures that no matter who expert voice to government, advocate for BEAUTYBIZ50 walks through the doors, they will be seen, benchmark standards, self-regulation, and be comfortable and be cared for. In this very to support the advancement of our industry Please note: Cocktail party tickets are special session, James Vivian will be joined by at every level. Memberships are available not included in your delegate conference three practitioners, Peta Friend, Agnes Dube for salons/clinics, managers, individual ticket and must be purchased separately. and Steven Liew who will share their unique practitioners, and students. Visit theabic.org.au Wristbands will be provided for the catered perspective on how they have overcome for more information and membership options. event.

BEAUTYBIZ50

Beauty Biz Year 16 Issue 6

Skincare focused, mineral makeup Partners enjoy a 100% markup Perfectly positioned price points Australian made and owned Vegan, cruelty free and non-toxic Breakthrough formulas

TREND REPORT

Welcome to the New Era of and Wellness.

Beauty

The hair, beauty and wellness market is not just evolving; it’s on the brink of a revolution. Consumers’ beauty needs are diversifying and placing greater value on long-term health, with research from Euromonitor finding that more than half of global consumers define beauty as “looking healthy”. This is triggering a rise in beauty services that support physical, mental, and emotional health, fuelling unprecedented growth opportunities for the beauty and wellness industry. In partnership with leading trend forecaster WGSN, Fresha has decoded the fundamental trends that are shaping the industry, and those that will drive the industry forward in the years to come. Fresha surveyed over 1,000 consumers, analysed over 600M bookings, and scanned over 2,000 social media accounts in the build-up to launching their inaugural Future of Beauty and Wellness Trend Report. The report uncovers and decodes trends set to shape the industry. From high-octane beauty to the diagnostic tools taking over salons, clients’ expectations beauty and wellness will evolve like never before in the next five years. The report serves as a guide to those changing expectations, and shows how services and treatments will need to be adapted to boost business. All of this game-changing information will help business owners outpace the competition and stay at the forefront of client care. For hair, beauty and wellness business owners ready to evolve to meet consumer demands with a holistic, personalised approach and with forward-thinking strategies and customer-centric services will be the ones that find the most success and keep clients coming back, into 2024 and beyond. The rise of wellness culture in recent years has triggered an obsession among consumers, with hyper-healthy lifestyles as the benchmark of wellness. Carl Cederström, associate professor at Stockholm University, coined the term “wellness syndrome” to describe the way in which the ideology of wellness and pressure to keep your body in peak condition actually makes us feel worse. 46

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However, the consumer survey found that the top terms respondents across ages associate with wellness didn’t just include “health”, but also “mental health” and “self-care”, highlighting how consumers’ attitudes toward wellness are broadening to focus on feeling good on the inside.

No-boundaries Beauty.

Consumers are building new routines that reject the unsustainable hyper-healthy approach to wellness in favour of balance. Research from the International Food Information Council Foundation found that Gen Z are the first generation to list mental health as one of their top reasons for eating healthy foods, triggering a rise in new nutritional routines that can improve mental wellbeing. Consumers are investing time and energy to learn about the myriad influences of mental wellness such as the relationship between the gut microbiome and brain, or the impacts of alcohol on mental wellbeing, making nutritional choices that support it.

In the past few years, representation has begun to replace established toxic beauty standards. This has been evidenced by an influx of beauty brands – including Fenty Beauty in the US and Estrid in Sweden – exposing a multitude of unmet consumer needs. Consumers value transparency when it comes to inclusive behaviour, and respond positively to brands or businesses that embrace it – as shown by the growth of TikTok hashtag #InclusiveBeauty, rising from 3M to 42M views over the last 12 months alone.

Feeling good emotionally is becoming the new benchmark for wellness, with a recent YPulse survey finding that 76% of 13 to 39-year-olds in North America consider wellness to be anything that makes you feel this way. Younger generations are heading up this newly liberated perspective, where engaging in any ritual that makes you feel good can be classified as wellness. Fresha’s consumer survey found that listening to music and watching TV/movies were ranked as some of the top activities for respondents across ages to promote self-care. Playing video games scored highly for 18 to 25-year-old respondents, highlighting how diversified wellness activities have become.

Wellness, Liberated Younger generations are beginning to rebel against conventional wellness culture, offering a new perspective on what it means to feel good on the inside and out. Wellness is no longer about striving for unattainable health expectations, but instead is a mood-boosting, judgement-free and joy-evoking experience that everyone has the right to define. A newfound freedom to indulge in beauty and wellness will empower consumers to experiment with services that simply make them feel good.

Consumers are rejecting dated societal standards, dismantling historic beauty attitudes around gender, sexual orientation, and ethnicity in order to build a positive future where identity has no limits.

The mainstream is embracing what makes each of us unique, spurred on by visibility around the diversity of consumer beauty needs, from ethnicity and gender to body type. According to projections from Pew Research Center, by 2065 the US population will no longer have any single ethnic or racial majorities. Statista, meanwhile, states that as of 2021 the worldwide population that identifies as transgender, gender-fluid, non-binary or other gender nonconforming ways will be 2%. Businesses can no longer take a one-size-fits-all approach to client care. Hair and beauty salons will need to update their approach to customer service to be authentic allies, placing more focus on meaningful communication, services, and experience. Regular training and education will be fundamental to this, supporting salons and their employees so they feel equipped to offer heightened levels of customer service that are both professional and personal. Future success for beauty and wellness businesses will be for those who can intimately respond to individual needs, authentically acknowledging their identity and giving them access to the products, services and experts that can help them to feel like the best version of themselves.

New-age Experiences

Consumers are enjoying the multiple benefits that come from visiting a beauty destination in-person. Face-to-face experiences enable specialists to tweak product formulations or treatments based on the client’s personal needs, mood, beauty goals and individual preferences, giving customers the chance to not only disconnect from the outside world, but receive a hyper-personalised service.

Consumer appetite for explorative, personalised, in-real-life experiences is surging. Having been deprived of physical experiences in the depths of the pandemic, consumers are looking for in-person connections, with hair, beauty and wellness salons capitalising on this through expert knowledge and disruptive new services. Despite technological advances allowing us all to be more digitally connected, consumers feel starved of real human connection and are craving in-person interactions. Research has shown that the main reason people visit locations such as salons and barbers is to seek out positive experiences – be it a relaxing environment, human contact or a unique experience – that they can’t get at home.

As a result, innovations in treatments such as diagnostic and therapeutic services are gaining traction, requiring specialist equipment that’s often unavailable or hard to access at home, further driving demand for in-person experiences. As consumers seek out physical experiences for relaxation, health and discovery, salons of the future have the opportunity to combine expertise, sensoriality and new technologies to redefine the salon experiences of tomorrow. Disruptive experiences that favour hyper-personalisation, health and wellbeing will be adopted en masse. Beauty services are going through a period of progression. Treatments and experiences are now designed to cater to our health needs, extending beyond aesthetics to address physical and emotional wellbeing. There is no longer

room for a one-size-fits-all approach; salons must tailor each service and experience to the individual, demonstrating a deep understanding of the client’s identity and personal needs and appraising the value of in-person experiences. Radical innovations are set to further disrupt the world of beauty and aesthetics. Salons must embrace those that align with their ethos and clients’ values, with qualified expertise underpinning every decision. The common thread throughout our data and analysis is this: consumers are keen to experiment and are seeking diverse and personal ways to engage with beauty and wellness. Welcoming change is not enough. Salons must be at the forefront of innovation, joining in the cultural conversation to lead and shape the future of a vital and beloved industry. This trend report is courtesy of fresha.com You can read the full report here www.fresha.com/insights/trend-report

Beauty Biz Year 16 Issue 6

BLOG spot 2024: The Year Of Limitless Leadership, Business and life fulfilment and success. By Rebecca Miller As the year winds down and we stand on the brink of 2024, it’s a time of profound reflection and anticipation for those of us steering the ships of salons, spas, and clinics. The festive period, while often bustling and profitable, leaves us split between two extremes – either riding the wave of accomplishment or feeling utterly depleted. I’ve been there, running on caffeine and sheer willpower, trying to make every client’s experience magical while leading a team and balancing my own life (we’ve all had the “Shit! Have we got everything for Christmas lunch?!” thoughts in the middle of a facial, right?). It’s a familiar cycle for many of us that underscores the necessity of stepping back and reassessing our approach to leadership and life. As we step into 2024, the call to action is clear. It’s time for salon, spa, and clinic owners to step into their power. It’s not about running a business that merely ‘goes ok’; it’s about creating a sustainable business with a flow of money, nurturing relationships that are supportive and a healthy body and mind. It’s not just having a thriving business, but we want to hold and thrive in all the important areas of our life. Business and money, relationships, and health. In a world that often encourages us to relentlessly chase after possessions and achievements, the transformative power of the “Be, Do, Have” philosophy stands as a beacon of wisdom. While the conventional approach suggests that we must first accumulate material wealth and accomplishments in order to be happy and fulfilled, the “Be, Do, Have” perspective invites us to reverse this sequence, offering a profound insight into the essence of a meaningful life. By first focusing on who we need to be, cultivating qualities like compassion, authenticity, and purpose, we naturally align our actions with our true selves. This, in turn, leads to a life characterized by purposeful actions and meaningful experiences—the “Do” aspect. And ultimately, through this journey of self-discovery and authenticity, we arrive at the “Have” phase, where we find that the material possessions and external achievements, we sought no longer define our happiness, but instead, they complement the rich tapestry of our lives and business. Embracing “Be, Do, Have” can be a deeply transformative shift, reminding us that our essence, identity, and character are

Beauty Biz Year 16 Issue 6

the true sources of abundance, fulfillment, and contentment and the secret to a life and business by design. We must recognise that as leaders, our energy and mindset are contagious; they set the tone for our entire operation. An energetic and growth mindset leader can influence and inspire their team toward high performance, alignment and everyone moving forward together. As we approach the new year, it’s imperative to look back and honestly assess how we have managed our masculine and feminine energy. The masculine energy of action and drive is essential, but so is the feminine energy of creativity, connection, and nurturing – especially self-nurturing. Balancing these energies is crucial in avoiding burnout and maintaining a harmonious life and business. This reflection leads us to a crucial realisation: we are the architects of our reality. If we feel drained or lost as this year draws to a close, it’s a sign to realign our internal compass. It’s about taking responsibility for every aspect of our lives – our businesses, relationships, finances, health, mindset, and emotions. True empowerment comes from this understanding and that our external world is a reflection of our internal world. Take a moment to reflect on the past twelve months, acknowledging the triumphs, challenges, and lessons each experience has provided. Think about who you were at the beginning of last year and who you are now. This reflection is not just about looking back but also about making space for new growth and opportunities. Where are you now and if you could look to the end of 2024 and create your dream business and life what would that be?? Dream BIG. There is nothing you can’t be, do, have, or create, creating space and having clarity on exactly what you desire. Business, Money,Health,Relationships. Clarity is key to accomplishing any big dream.

• How much time off do I need to recharge effectively? • What activities or commitments need a firm ‘no’ from me this year? • What are the core feelings I wish to experience daily? • What is the money number to create freedom in my business and life? • What leadership qualities do I need to step into to influence my team? • Visualise a successful 2024 across all life facets – what does that look like for me? • What intention am I setting for the year ahead? Choose a guiding word. • What areas of personal development will I focus on this year? • What activities will I prioritise to bring me joy and happiness often? With this newly completed list in front of you, visualise the person you will have become by the end of 2024. Imagine the achievements, the team you’ve nurtured, the adventures with your family, and the vibrant health that you’ve cultivated. I bet it feels pretty amazing, right?! Now, it’s time to turn these beautiful visualisations into your reality. Your personal growth is intrinsically linked to your business’s success. Self-leadership involves deep selfawareness, acceptance, fulfilment, and actualisation. It’s about enhancing emotional intelligence and mastering the inner game of leadership. Encourage your family or partner to create their own lists, too! This exercise involves proactively designing your life rather than letting it unfold by default. This journey is about becoming the leaders we were always meant to be – resilient, balanced, and purpose-driven. It’s about creating a life and business that doesn’t just survive but thrives. Are you ready?

Questions for a Limitless 2024 As you envision the upcoming year, ask yourself: • Who will I become, and what habits will support this transformation?

Rebecca Miller . Mindset, energetics, business, and life coach hello@rebeccamiller.com.au

What ABIC membership

can do for you

The Aesthetic & Beauty Industry Council is committed to providing authentic, ethical, and accessible support for the betterment of the professional spa, beauty and aesthetics industry. We represent you, as your trusted voice and influential representative body. As an ABIC member, you'll receive exclusive access to a range of benefits including: An extensive library of expert-created business resources Education sessions with sought-after industry specialists Daily access to advice from ABIC facilitators The latest relevant industry news and updates Government representation to ensure your voice is heard Your membership not only benefits you as an individual or business, but drives the success and the health of our collective industry. Together, across Australia, with your support we can make a difference.

CLINIC MEMBERSHIP

$988

MANAGEMENT MEMBERSHIP

$449

INDIVIDUAL MEMBERSHIP

$99

STUDENT MEMBERSHIP

$49

BLOG spot

Navigating Uncertain Times by Tapping into the ‘Quantum Symphony’ By Elle Wilson

Was there ever a more significant time to write this article? You decide for yourself. Allow yourself to feel into it and consider where the truth actually lies for you and your life. Right now, without a doubt, we live in a time of deep unrest in the world. Anxiety is peaking as humanity grapples with division, instability, and inordinately rapid change. In the midst of it all we are striving to find our way and working hard to grow our beauty businesses. During such times, we cannot ignore the elephant in the room... challenges shall abound. Deep within, we know we are faced with new and unknown challenges, and that everything is up for change. Are you? When facing uncertainty, the default setting for human beings is often to tense up and try to control outcomes, even more so than normal. So, we double down on familiar patterns because we are afraid to loosen our grip. However, as entrepreneurs or beauty professionals dedicated to taking care of others, we find we’re not only responsible for ourselves but also for our clients. You can’t help but wonder, are we possibly the most undervalued industry in the world? So, where do we turn for support and guidance during these tough times? Clearly this is not the time to bury our heads in the sand, but rather, to find new perspectives, more subtle and yet profound codes and knowledge that will extend a consistent stability to us as the outside world of which we are so a part, is moving in unforetold ways.

I find this article timely, whilst so many within our industry navigate these uncharted times, while detecting something deeper calling them. I’m not writing this article for no apparent reason. The industry professional is seeking nourishment, sustenance for herself. Familiar and outdated behaviours, such as endless to-do-lists, are no longer nourishing nor nurturing for them. I am now constantly amazed at the professionals who are stepping up, looking for new ways to pursue their passions. In some ways they have no choice, but in another, for them it may very

Beauty Biz Year 16 Issue 6

well be ‘that time’ in the universe... right now.

things start happening.

To access our resources, maintain our productivity and our sanity, in times like these we must come back to universal principles; to the core of it all. This isn’t the time for coping mechanisms or affirmations. The entire world is de-stabilising in so many ways right before our eyes. Why should we not be afraid or pander to the anxiety all this uncertainty may bring? Well, it’s because, as we consciously step into our own transformation, we experience the magical opportunity ahead.

Like electrons, every human emits a unique energy frequency and our particular vibration shapes what we experience as reality.

Here in the tip of the iceberg, is one simple takeaway that shall reduce your stress, tension, and anxiety. In and of itself it will help you feel strong, look forward to change and align you with your true potential. Yes, even during these times. Remember, you are never alone. Regardless of the thoughts that may be familiar to you and that you may often align yourself with daily, you are a divine spark in this universe. This is not a fallacy or fancy talk. groundbreaking science now echoes what mystics have expressed for millennia... that at our core, we are not solid physical beings, but dynamic fields of energy. Energy that is constantly vibrating. This can’t be denied. However, knowing this, how can you find your flow and resonate at your peak performance even when the world is troubled around you? That is the big question. Quantum physics reveals that all matter resonates within a cosmic symphony. Subatomic particles are not fixed; they exist as vibrating waves of potential. As the ancient philosopher, Heraclitus said... “Everything flows, and nothing stays.” Everything vibrates in a dynamic cosmic dance. We have a choice as to which frequency to transmit; a choice that can never be taken away from any individual, and we choose this moment to moment. It is the most empowering truth any human can ever hear and know. Maybe Heraclitus was onto something and is it possible we, as in ‘humanity’, now need to listen. There is a universal flow that works through everything. Align yourself with it and magical

Low frequencies create disharmony. Higher frequencies unlock unity and flow. When we feel unproductive or anxious, our default is to blame external factors. But we have a choice as to which vibrational signals we transmit. Thoughts directly impact our frequency, whether high or low? Tuning into our higher frequencies begins with a single thought. Our relationship with thought influences emotion, which directly impacts vibration. Ruminating thoughts, based in fear, lack, or separation, lower our frequency. A lower frequency is vulnerable to the same. This is key for you to take in and deeply understand. Thoughts infused with compassion, kindness, love, openness, and humanity as a whole in mind, raise our frequency. Do not wait for the world to do this for you. Do it for yourself. A high vibe thought produces all manner of beauty. Our personal vibration affects those around us; humans are transmitters. Just because we don’t see radio frequencies doesn’t mean they don’t exist. Consider this: just because a thought arises, doesn’t make it true nor real for that matter. Begin your transformation through these times by acknowledging the possibility that you are the one and only saviour of your own potential and your happiness. Making the conscious choice to shift your vibration aligns you with quantum currents already flowing within. A myriad of possibilities await you, like seeds in a quantum field of potential. The symphony is already playing. To tap into the quantum field’s harmonizing power, simply tune yourself to catch its melody. Resonate with your energetic essence and experience the freedom, creativity, and flow of a life lived in sync with the cosmos. Elle Wilson Mentor, Educator @ellewilsonofficial

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CosMedi Repair™ Cream The new recovery accelerator for cosmetic procedures. Introducing CosMedi Repair™ cream, a groundbreaking medicine revolutionising postprocedure skincare. This innovative product complements your cosmetic aftercare regime, providing a high-quality solution to address unwanted after-effects. CosMedi Repair™ soothes soft tissue trauma, supports wound healing, reduces pain and inflammation, and relieves skin irritation and sensitivity. Its antioxidant and antimicrobial properties make it ideal for minor cuts and abrasions. Additionally, it promotes collagen formation, minimises scar tissue, and enhances skin repair. This cream also boosts hydration, maintains skin pH balance, and leaves your skin healthy. CosMedi Repair™ helps you achieve the best possible outcome for your cosmetic procedure. www.cosmedirepair.com

Butt Gloss targets stretch marks, cellulite, bumps, and dark spots to the feeling of a healthy glowing body. Skin is left deeply moisturised, powdery smooth to the touch, and lightly fragranced with signature Camellia and Mandarin scents. Suitable to use for all body parts. Butt Gloss helps reducing the appearance of • Stretch Marks • Cellulite / Strawberry Skin • Dark Spots • Uneven Complexion • Dry Skin / Eczema / KP www.musetheskincompany.com

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BUSINESS

Protect Your Salon This Season!

Christmas

Christmas is just around the corner, and for a lot of people it’s a time to celebrate, party and look their best. That means, for the salon industry, it’s an incredibly busy time. To make sure your business is prepared to handle the holiday rush and protect your operations, we’ve compiled Timely’s top tips to safeguard your salon business and get you through the busiest time of year.

1. Secure appointments with deposits and card capture

Cancellations and no-shows can put a real spanner in the works during the holiday season. They disrupt your schedule and could even mean you lose out on income. And that’s where deposits and card capture systems work wonders. Requesting a nominal deposit when your clients make bookings is a fantastic way to ensure both their commitment and protect your valuable appointment slots. It provides a level of assurance that someone just won’t show up at the last minute – and if they do – well, you’ve got their deposit. This approach can also help clients to split the cost of their appointment, by allowing them to prepay for part of their appointment with the deposit. If you’re hesitant about deposits or think your clients might be put off by them, then try a card capture system instead. This means securely storing your clients’ card details and having the option to charge them in case of a no-show or late cancellation. Deposits and card capture are a win-win. They ensure your time is respected while giving clients flexibility and the option to split the cost of their appointment.

2. Fill last minute spots with a waitlist

Deposits and cancellation fees can have a massive impact on your no-shows, but there might still be rare instances of last-minute cancellation – like an unexpected illness. To ensure that no valuable appointment slots go to waste, set up a waitlist. Clients who add themselves to your waitlist get the benefit of being the first person to hear about any available appointments. It’s a proactive approach that ensures your schedule stays fully booked, you don’t lose out on any income, and a client gets an appointment who might not have got in otherwise. This is especially helpful over the busy holiday season, when you’re booked out weeks (or maybe even months) in advance. 54

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3. Make client visits perfect with digital forms

Providing an exceptional salon experience means keeping things as smooth as possible for your clients. One way to help with this is to incorporate digital forms into your booking process. Digital forms ensure that clients are booked in for the right services and get a proper consultation. And, by sending them out in advance, it gives you a chance to understand any special requests or preferences – from allergies to desired looks. Knowing exactly what your client wants and needs before they even step through the door means you can tailor your services to them really effectively. You can also use digital forms in-salon to get sign-off on services and aftercare instructions. No more trying to keep track of bits of paper, everything is kept safe digitally so you can access it whenever you need to.

4. Protect your business by blocking problem clients

While we always want to believe the best of our clients, every business at some point eventually

encounters people who disrupt and jeopardise the daily operations. Create your own ‘naughty and nice’ list, and if you encounter clients who consistently disrupt your business, it’s time to take action. These clients might be chronic no-shows, make excessive demands, or simply be rude. Block their ability to book and create room for clients who genuinely appreciate your expertise and value your time. With these strategies, you can safeguard your salon and create a smoother, more joyful holiday season for both you and your clients. While you may want to get your salon prepped with festive decorations and a buzzing atmosphere, it’s equally important to make sure you’re also prepped to protect your salon for this hectic season. Find out how Timely can help you safeguard your salon for a busy and joyful Christmas season, visit gettimely.com.

Colour with Confidence!

BUSINESS

Is the Juice Worth the Squeeze?

By James Vivian. Owner of the 2023 ABIA Australian Salon/Clinic of the Year – 5 Treatment rooms or more

I was recently speaking with a very dear friend who had just been informed that her sole staff member had resigned. I asked her how she felt and her reply was ‘relieved’.

For my friend, her experience with this employee had been one of frustration, poor output and moments of inappropriateness but as often occurs, my friend felt that it was better to have her work alongside her than not. That was until she resigned and my friend told me something I will now never forget and I have been repeating to myself over and over in my own business. ‘The juice squeeze.’

was

not

worth

the

What an incredible quote to apply to the topic of employment. It’s too perfect. It sums up the inevitable effort it takes to grow a team, build a culture and navigate the constant work it takes to ensure the health and success of your company. I often hear people say in all walks of industries that one of the hardest aspects of owning a business is staff. I am always blown away when I hear this because I automatically think ‘you wouldn’t have a business without them’. Of course, it’s not easy. There is no rule book. Business owners don’t learn how to employ staff at school. It’s a steep learning curve and it’s not for everyone. But alas many people find themselves in the privileged position of employing staff and phrases like ‘business would be easy without staff’ is never going to end well for employer nor employee. In our business, we are a team of 11. A team of unique, complicated, hard-working, passionate human beings who all have lives, families, injuries, values and feelings that have nothing to do with their roles at work. As an employee, I am beyond grateful for everything they do for us and am honoured that they choose to work with us for the time they allocate. We understand it will not be forever but for as long as they work alongside us, we will make the absolute most out of it.

In my opinion, it’s one of the greatest gifts when someone says that they’d like to work alongside you. It’s a privilege and it’s a position that should not be taken lightly. It’s also one that requires a great deal of patience, empathy and determination to make it mutually beneficial. As an employer, an understanding that family always comes first, as well as the physical mental wellbeing of staff, sits at the top of our employee handbook, especially when it comes to the need for time off. So back to the juice-y analogy above… You know those moments (and yes, they happen) when you are feeling frustrated, let-down and overwhelmed by those around you? These, my friends, are known as the squeeze. And you know those moments where your staff show up, give their clients the most incredible customer service, slay it with sales and contribute to culture and look after both their personal space and each other? These are forever now known as the juice. It’s important to note that sometimes those feelings of frustrations and overwhelm, for example, say more about you at a given moment than they do about what your employees may be asking of you. To assist, always feel like you can simply listen and ask for some time to consider the request or situation and come back when you are ready to discuss next steps. So, ask yourselves, is the juice worth the squeeze? At JV, the juice is overflowing and so worth the squeeze but I now have a barometer for knowing when something or someone isn’t right as – say it with me – the juice must be worth the squeeze. @jamesvivian

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BUSINESS

Treatment

Beyond the

Room.

By Robyn McAlpine. Owner of the 2023 ABIA Australian Salon/Clinic of the Year – 4 Treatment rooms or less

What to do when your day of appointments disappears! With client appointments changing more often than one changes underwear, it’s a challenge to the brain to think that the appointment inconsistencies are becoming our new normal.

Instead of holding on for dear life in the hope that things are going to return to what we’ve always known as “normal”, I think it’s time we accept the fact that our appointment books can be flaky A F and if we can’t beat them… it’s time to adapt so that we don’t end up rocking in the corner with an eye twitch!

policies and be charging credit cards left, right and centre, cos clearly that’s not working- clients are still cancelling! Toxic positivity and a brave face only goes so far.

Not only is it bloody tough as a business owner to have your team lingering in the treatment room on standby when suddenly a fully booked day disappears into thin air, but it can be such a challenge as a skin therapist to know how to effectively use all this new found free time that has suddenly appeared in our schedule. There’s only one floor top mop before we’re left alone with a ready wax pot and our own brows to play with. Don’t do it!

So, knowing that each new day is going to be a guessing game of who is actually going to show up, how as a skin therapist can we stay motivated without asking our (again) boss for something to keep us busy? Sometimes our bosses are a bit overwhelmed with a massive to-do list that delegating tasks with some jobs on the spot results in the immediate obvious things like dusting the shelves and cleaning out that random draw in the kitchen. A job that they don’t have to teach or explain but you and I both know that there’s only so much laundry/cleaning/ restocking we can do!

I’m not here to tell you it’s all going to be ok or that we just have to stay positive and ride it out. Or that we should tighten up our cancellation

I get it, a slow day can feel like a drag. It’s giving ‘nobody loves me’ vibes when your fully booked day suddenly cancels. You feel unmotivated and

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that rush you get from a busy day of vibing with clients is now nowhere to be seen. Trust me, the whole team, including the boss start to get a little flat so how can we stop the slow vibes from going spreading and going viral? Our role as skin therapist is so much more than the treatment time in the room. Our roles in our workplaces aren’t just show up treat skin, pluck hairs and go home. Especially as 90% of us are working in a small business where everyone on the team is a super important part of the growth, stability and success of the business. So, what else do we do besides treat clients? A very big part of our career is creating strong professional client relationships. In building our clients and connecting with them to become their go-to advisor on all things skin and beauty. And that goes well beyond the time spent in the treatment room.

When you see you have that spare hour pop up, how can you tap into that and use that time to reconnect and build ongoing connections with clients if they’re not in the salon? Here’s how: Once you’ve gone through your waitlist client by client and promoted the vacant space on Instagram to try and fill those empty spaces, what else can you be doing as the therapist to nurture those important client connections? Before you dive into looking busy and getting caught up in menial tasks. Here’s 5 things you can be doing that are going to creating big impact on the clients who are coming through the door this week!

1: Follow up on every client you DID see in the last week to 10 days.

Now that you have some space in your day, it’s the perfect opportunity to send an email to that client who asked about that product during their brow wax, check in on the client who had skin needling yesterday, return that call. By going the extra mile, sharing your knowledge or passing on information, you’re building that invisible web of connection. No, it might not result in a sale or booking, which might make this feel like an unimportant use of time (if it’s not making money, why do it?). We are in this for the long game. Were here to build connections. These small tough points have big ripples

2: Get feedback from your clients.

Now might be the perfect time to ask your clients for a google review. If you would love testimonials from your clients but they don’t always happen organically, we need to make it easy! Clients are busy (clearly evident based on that ever changing appointment book) so leaving you a review is not front of their mind. Make it easy for them. Give them the link to your google page, email them with a leading question or two that you can turn into testimonial content on your socials.

3: Get ready to ‘wow’ the clients that ARE keeping their appointments!

Now that you’ve got all this extra time on your hands, you can sit in the lunch room with a cuppa tea and really dive into your clients notes. That facial you have this afternoon, where are they at with their products? Is it time to change up their treatment plan? When was the list time you updated their clinical images? What are the gaps in their home care routine? This sudden unexpected window of time now gives you the chance to give your clients 100% of your attention and give them an incredible service. Make sure you are also looking at your upgrade options. Now that you have extra time in your day, would your clients benefit from some extra time under LED? Is there an extra mask or more that you can add to the facial giving your client more time, more results and help bring in a little extra cash to the business.

4: Educate your clients.

What’s a recurring question that you seem to be answering for your clients? Now that you have a moment, how can you help yourself from sounding like a broken record, answering the same kinds of questions over and over again. This gift of downtime is the perfect opportunity to write a blog post or create a library of topics and documents that you have on hand every

time this same question arises. You could have this as a print out to hand out. Add it to an email or even use it as content for your social media. With this extra room in your day, now is a great time to build some resources to help you help your clients.

5: Educate Yourself.

Once all of the above has been done, the last of the linen has been washed, dried and folded and you’re looking for something to get you through the next window of no-client-loneliness, this is the perfect time to brush up on those areas of knowledge that are a little bit ‘grey’ in your mind. If you know the melanocyte cell exists but you’re just not quite sure what, why or how it’s doing what it’s doing, now is the perfect time to grab your books or catch up on that Skinside Out Squad call (*cough* the pigmentation call is archived call #17, go check it out!) and brush up on the things you’ve forgotten or don’t feel confident in talking to clients about or figuring out how to treat. There is always something you can be learning. Revising your product knowledge. Understanding a treatment modality, a little better. Looking at a specific cell function in skin. Reach out to your mentors, educators, brand reps

for resources. Log into your brands education hub or drag out the product ingredients book and just soak up something new! I can almost guarantee that the next client who walks through the door will have questions about the exact thing you’ve just learned and you can now support them with education and enhance their experience in the salon! Next time you arrive at work and check the voicemails to see things have shifted in your day, instead of losing your mojo knowing that things are going to feel a little quieter today, get excited that you’ve now got time to work on your client relationships, you can build connection even when they’re not in the room with you. It might just be the thing that gets your clients more committed to their appointments, more excited about maintaining their treatment journey and it will give you a greater sense of purpose in your day when things are shifting and constantly moving. When the appointments are all over the place, the one constant thing is the relationship and connection you have with your clients! Robyn McAlpine @expert_skin_therapist robyn@skintifix.com www.skintifix.com

Beauty Biz Year 16 Issue 6

BUSINESS

Leadership Creates Success. By Daniela Boerma

Becoming a better leader in your business requires ongoing development and the willingness to adapt. Lead by example, as a leader, your actions speak louder than words. Set a positive example by demonstrating the qualities and behaviours you expect from your team. Effective communication is key to successful leadership, be clear, concise, and open in your communication. Listen actively and encourage open dialogue.

Empower your staff, give them authority and autonomy to make decisions within their roles. Encourage their growth by providing opportunities for learning and development. Build a strong team by surrounding yourself with talented individuals who complement your skills and share your vision. Foster collaboration, trust, and respect. Make clear goals and expectation, define your business goals, and communicate them to your staff. Ensure that everyone understands their individual roles and responsibilities in achieving those goals. Regularly provide constructive feedback to your team members to help them grow and improve. Additionally, recognise and appreciate their efforts and achievements to boost morale and motivation. Embrace innovation and change by staying open to new ideas and approaches. Encourage creativity and innovation within your team, and be willing to adapt to changes in the business landscape. Show genuine care and concern for your staff members, understand their needs, challenges, and aspirations, and provide support and guidance when needed. Be sure to invest in your own personal and professional development. Seek out opportunities to learn new skills, stay updated on industry trends, and seek feedback from mentors or peers. Remember, leadership is a journey, and it takes time and effort to become a better leader. Continuously reflect on your actions, be open to feedback, and adapt your approach as needed. Leadership and mental health are interconnected, as a leader’s well-being can greatly impact their ability to lead effectively. Prioritise your own well-being by practicing self-care activities such as exercise, meditation, getting enough sleep, and engaging in hobbies. Taking care of yourself physically and mentally will enable you to be more resilient and better equipped to handle the challenges of leadership. Remember, taking care of your mental health is not only beneficial for yourself but also for your team and the overall success of your business. Prioritise self-care, seek support when needed, and create a positive work environment that values mental health. Show empathy towards your team members’ mental health challenges. Create a safe space for open conversations about mental health, and encourage a supportive and understanding environment.

Beauty Biz Year 16 Issue 6

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BUSINESS

Aligning Your Personal Values with Your Business Goals.

By Jay Chapman

In Bali earlier this year, my team and I were lucky enough to do some business planning, a section of which was facilitated by a coach who now calls Bali home. As we gathered in our villa, discussing our goals and challenges, one profound statement resonated deeply within me - “Sometimes, we create a business that does not align with our personal values.” It was a wake-up call, a revelation that struck a chord. This realisation hurt, but it was the catalyst for transformative change for me. In that moment, I recognised that despite our coaching business being successful on paper and fulfilling its intended purpose, I had drifted into a role within my own business that felt “not quite right”. As a coach, I could easily identify what salon owners needed to grow their businesses, but I couldn’t see these things clearly in my own. It’s an interesting paradox - the ability to advise others while being blind to our own needs. In the coaching world, there’s a fundamental truth, even great coaches need coaches. We require that outside perspective, the guidance, and the mirror held up to our own blind spots. It’s a vital part of our growth and personal development! Practice what you preach. One aspect of my journey that I’m particularly proud of is my ability to make fast changes. I was able to realign myself with my true purpose, ensuring that my week was filled with activities that brought me joy and leveraged my strengths. Simultaneously, I delegated tasks I dreaded to those who found fulfilment in them. But this story isn’t just about me; it’s a narrative that many of us can relate to. We all, at some point, veer away from what’s truly good for us, both professionally and personally. A crucial part of my role is equipping industry leaders with new skills and knowledge to help them grow their businesses. Yet, a surprising revelation is how much of my role involves reinforcing what these business owners already know themselves. It underscores the importance of accountability, external insight, and followthrough. If we could consistently apply this level of insight, accountability, and self-discipline to ourselves, the need for coaches might vanish. However, the truth is that we are not robots; we are complex human beings with a multitude of emotions, beliefs, and codes that often serve us well but can also hinder us. 62

Beauty Biz Year 16 Issue 6

One fundamental element I had overlooked, something I also witness with clients I coach, is the importance of setting strong personal boundaries. For me, this means saying no to opportunities that do not serve me, clearly defining when I’m available for work, and when I must be present for my family. It means adhering to personal guidelines for self-prioritisation. Firm boundaries are among my core values, and it’s because I recognise that both my business and personal life require my energy. Neglecting this aspect led to a detrimental spillover effect in my personal life, prompting me to share this article. Now, I invite you to reflect on your own journey and values. From the list of common personal core values, identify your top three and briefly describe why they resonate with you. • Freedom • Growth • Stability • Courage • Exploration • Achievement • Integrity • Acceptance • Diversity • Wisdom • Connection • Belonging

• Health and wellness • Influence • Love These values, Freedom, Growth, and Joy, hold profound significance in my life. They represent the freedom to live authentically, the commitment to constant self-improvement, and the pursuit of happiness as a guiding principle. Now, take a moment to brainstorm actions and decisions that will bring you closer to living in alignment with these values. This simple exercise can serve as a guiding light on your journey towards personal and professional fulfilment. In conclusion, the path to aligning your business with your personal values is a transformative one, often sparked by a moment of realisation. It’s a reminder that, as human beings, we are constantly evolving and sometimes need external guidance to stay on the right track. The journey begins with understanding your core values and taking intentional steps to live in harmony with them. In doing so, you not only create a business that resonates with your values but also experience a richer, more satisfying life. Jay Chapman is a Senior Coach at The ZING Project. For coaching support and wisdom contact Jay at jay@zingcoach.com.au or follow on Instagram- jaychapman_zing

BUSINESS

Confessions from a Recovering Micromanager. By Gry Tømte

A day in the Life of a Perfectionist: It’s Tuesday, 9:00 AM: I’ve already rearranged the reception area twice, briefed my team about the importance of perfect towel folds (for the fifth time this week), and am now contemplating if I should just redo the whole towel inventory myself. Then remake the beds. After all, it’s never quite right - so if you want something done right, do it yourself, right? Ehm…. Welcome to a day in the life of a recovering micromanager.

The Micromanagement Trap. If I’ll be honest, once upon a time I thought “fixing everything” (aka micromanaging) was my superpower. I can spot a mistake in an email from a mile away and correct a slightly off- centre piece of wall art with my eyes closed. It’s a real masterful talent a lot of us business owners have. But here’s the twist: My team was about as inspired as a doorknob. Why? Because I was stifling their creativity, their growth, their problem-solving skills…. and probably their will to live tbh…. It hit me one day, right in the middle of instructing someone in on the ‘correct’ way to clean a brush. I was definitely not leading; I was suffocating. And that was a hard truth to wake up to. I now know, leadership starts with leading yourself. And that’s really hard to do when you feel like everything in your business hinges on you, and you can see ALL of it. I remember my psychologist asking me during a session: “do you feel more in control or less in control when you try to control everything?” Which I thought was an odd question…. But then, as I thought about it and thinking about how I was feeling and the reason I was there I realised. Oh shit! My need to control actually made me feel OUT of control. Like, psycho level out of control….

Beauty Biz Year 16 Issue 6

So, I had to learn to step back, breathe (yes, breathing is good), and let others shine. And watch them make decisions I KNEW were wrong. But let them do it anyway, make the mistakes and help them reflect and learn from them. So, is it really that easy? Pouf - overnight you can just stop micromanaging. Well, my exchange on slack this week with my manager over a booking done incorrectly tells me not so much… It’s very much a journey. And like all journeys it has detours and swings and roundabouts.

Turning the Page: From Perfection to Progress Let’s face it. This wasn’t just about fixing a management style; it was about completely changing my mindset. From perfect lines of towels to lines of open communication. From correcting to connecting. From managing every detail - to showing my team the vision and letting them use their talents to achieve it. The journey was less about becoming less of a micromanager and more about becoming more of a leader, a collaborator, and a listener. Instead of telling my team how to do things, I started getting really good at asking open ended questions. Asking for their ideas before I gave mine - IF I gave mine. I had to make it a habit. So, I made a 3-month commitment that every time someone asked a question that didn’t require an urgent response, I’d ask 3 questions (any combination or all 3). 1. What do YOU think the right approach is? 2. What have you tried so far? 3. What else…. And guess what? They had ideas that were

revolutionary, They started problem solving. And each time they overcame a challenge on their own, it was clear that the accomplishment felt much sweeter because they did it on their own. And as a result, I was a lot less needed. Which led to less overwhelm. Which led to me feeling less inclined to micromanage. Win - win!

The Bumpy Road: Challenges and Setbacks Changing isn’t easy. Stressful days still sometimes sees me jumping back into my old ways. When stress or overwhelm sets in, everything just seems more urgent and more important. That one email that upset a client feels like a disaster. The Instagram post with a dirty towel in the background feels like it will ruin our entire feed and see us lose followers. And this mindset is exactly what happened to me last week. I’d come back from a delicious yoga retreat all zen but itching to get back to work - because, you know, the entrepreneurial mind never sleeps. And if there’s days and days of nothing to do but meditate, I feel like things are just a bit off kilter. So as soon as I came home and checked the diary, emails, and slack, I picked up on a number of things that all of a sudden “needed urgent fixing”. It wasn’t until my clinic manager Amanda told me “Don’t worry. Everything is under control Gry Ummm. “Gry”. She only calls me by my name when I’ve overstepped a boundary or stressing her out

So, I replied “oops. I know I’ve overstepped when you call me by my name. Jumping in the pool now!” Of course, when we talked the next day, I apologised again, and she laughed. I’m very lucky to have such a great mutually respectful relationship that we can pull each other up on things and still laugh about it the next day. She knows this is an occasional resurgence, not commonplace. So, as I calm my farm, and I remember that a stressed micromanager is like a cat in a dog spa – totally out of place and pretty likely to cause chaos.

The Not-So-Glamorous Side of Micromanagement. From a team perspective.

A team of talented therapists, each armed with amazing skills and talents - but under the watchful eye of a micromanager - never thrives. I’m sure you can imagine what it’s like being in an episode of ‘Big Brother’, the beauty edition! The result? 1. Creativity Cramped: I remember that time I vetoed a suggestion for how we could improve a protocol. Because I knew it wasn’t a “good suggestion”. So instead of letting the team try it and figure out for themselves what the issues were I shut it down, which meant I also missed out on the elements that would have elevated the service tenfold! It turns out, when you think you know everything, you learn nothing. I was knee deep in the details and because my team thought I knew everything (never really left room for anyone else to be creative) they just did what they’d always done, and we just stood still. 2. Morale Muted: Ever seen a team walk on eggshells? It’s like watching a silent movie – lots of actions, no words. Micromanagement turns vibrant team members into robots. And robots don’t make great therapists. Or problem solvers… 3. Growth Grounded: Personal growth? More like personal halt. A micromanaged team are so used to being corrected, they stop trying new things and taking risks. It’s like telling a butterfly to forget flying and just stick to crawling.

From a Leader’s Perspective.

And then of course there’s you – the leader, the micromanager, the one who feel perfection is the key to success. Here are just some of the costs you’re probably experiencing: 1. Stress: Running a business is supposed to be your dream, not a never-ending stress nightmare. Micromanaging honestly had me sweating more than a sticky Sunny Coast summer day. I was in a constant state of worry and urgency – about things going wrong, about losing control. About all the little details I could see but were too many to keep control of and fix myself. It was like trying to hold onto a handful of water; the tighter you grip, the faster it slips away.”

2. Loneliness of Leadership: Being at the top can be lonely, but being a micromanager at the top? It’s like being stranded on an island. Except the island is your clinic, and you’re surrounded by people who are just too scared to come to you with a different solution. 3. Health Implications: Let’s not forget the toll micromanaging took on my health – sleepless nights, no time for selfcare, and a diet that consisted mainly of coffee and more coffee. I was a walking contradiction: a health and beauty insider who neither looked healthy nor felt beautiful. I can’t remember ever cooking in our old house…. It seemed like a waste of time because there was always something to “fix”.

Starting yoga and daily reflections changed my life! Picture this: Me, stiff as a board from stress, trying to do a downward dog. It wasn’t pretty, but it was necessary. I’ve since become a lot more flexible - both with my mindset and in my yoga practice. I also realised that I needed some time away from the clinic to be able to gain some perspective. It started with more smaller breaks - and ended in moving interstate! If I hadn’t made the changes I made, letting go of some of my micromanaging talents, I would still be chained to my business 24/7. Instead, I can now leave my team in control and have more balance.

So, if you’re finding yourself like that cat in a dog spa, read on.

Staying Steady. Leading Through Inevitable Stressful Times

Five Steps to Break Free from the Micromanagement Mould.

Maintaining leadership composure during challenges is crucial. When the urge to micromanage resurfaces, I remind myself to step back and focus on the bigger picture.

1. Delegate with Trust: To be able to delegate to your team you have to first be clear with your expectations. The difference is setting a vision of what great looks like instead of dictating all the steps that will take you there. This looks like: “Where we want to get to is our clients feeling important in every interaction. What are the things we can do to make that happen?” Vs “These 10. Steps in the customer journey must be done this way exactly so our clients feel important when we engage with them”.

Maintaining your newfound leadership zen in the face of a week without phone lines or an unexpected inspection is like trying to apply eyeliner while you’re driving – tricky but absolutely possible. The key is to stay calm, collected. When that habit sneaks up on you like it did me this week - do what you need to do to step back, breathe, gain perspective, and ask yourself: “What is REALLY urgent and important here?”

2. Communicate Effectively. The most effective leaders I know ALL spend a lot of focus on communicating mindfully with their team. You can run team days, team meetings, SWOT sessions… In my own business we have several forums where everyone shares ideas, concerns - and of course the occasional joke about my previous micromanaging antics!

And, “Have I communicated the bigger vision and why it matters clearly? Or do I need to do that again?”

3. Allow for mistakes. At HUD we actually made making mistakes into a value. The value is: “Fuck up, own it, learn and grow”. Meaning, when a new treatment doesn’t go as planned, instead of playing the blame game, we discuss and learn better ways in the future. Or when I as a leader make a mistake, I don’t feel a need to cover it up because I’m meant to have all the answers. Instead, I acknowledge I don’t have all the answers, and I’d love to learn more.

It means gaining trust, creativity, and loyalty.

4. Create strong Leadership Habits. As mentioned, one of my ABSOLUTE game changers was creating a daily habit for myself where I asked more questions rather than rushing to judgment or answering the questions. It allowed my team to start to discover how they could become better problem solvers, and also made them feel more trusted, valued, and heard,

Conclusion: There’s Beauty in Letting Go In the end, letting go of control doesn’t mean losing standards; it means setting a clear vision for what those standards are and why it matters.

It means discovering that the real beauty of leadership lies in watching others shine. Even when they fail. Because behind every failed attempt lies a great learning and a new skill. If you let it. And me? Oh, I’m still very much a perfectionist. But now I channel it into perfecting the art of leadership. For more leadership wisdom and business conversations, jump onto Gry’s Instagram. @grytomte

5. Mindfulness and Stress Management. It’s almost impossible to be a good leader when you’re stressed and overwhelmed.

Beauty Biz Year 16 Issue 6

BUSINESS

Unveiling the Power of Entering Awards.

By Nicola Le Lievre

With over 25 years of experience in the beauty industry, including the past decade of owning an international multi-award-winning salon intherapy Ethical Beauty, I know first-hand the benefits and opportunities that entering business awards can have on your business. I am on a mission to help other salon owners do the same. Entering awards can offer numerous advantages for beauty salons and teams. Firstly, it is a platform to showcase and reflect on what you are doing well and celebrate hard work and innovations. Improvements can be highlighted and reminded of your growth achievements and talent within the industry. Winning or even being nominated for an award can significantly boost your salon’s credibility and reputation. Participating in awards also facilitates networking opportunities. It allows salon owners and professionals to connect with peers, industry leaders, and potential clients. This networking can lead to collaborations, partnerships, and increased visibility within the beauty community. Moreover, winning an award can serve as powerful marketing collateral. The recognition can be used in promotional materials, social media, and the salon’s website, creating a positive image that attracts clients. Consumers often trust businesses with accolades, which can be a persuasive factor in their decision-making process. Participation in awards also fosters a culture of continuous improvement. Preparing for and entering awards encourages salons to reflect on their practices, identify areas for enhancement, and implement positive changes. This commitment to excellence can contribute to longterm success and sustainability in a competitive industry. Awards can motivate and boost the morale of salon staff. Recognition for their hard work and dedication can lead to increased job satisfaction, loyalty, and a sense of pride among team members. This positive atmosphere can translate into better customer service, further enhancing the salon’s reputation.

Here are five tips to help you get started on your award journey:

Research and Choose the Right Awards: Before diving in, research various beauty and business awards in Australia and Internationally. Consider the criteria, categories, and judging processes to find those most aligned with your salon’s strengths. Choose awards focusing on customer service, innovation, or sustainability, depending on your salon’s unique selling points. The first awards platform I recommend is the ABIA as a stepping stone into the awards world. Prepare a Stellar Submission: Craft a compelling submission highlighting your salon’s achievements, uniqueness, and commitment to excellence. Clearly 66

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articulate how your salon stands out in the industry, backed by evidence such as client testimonials, business growth statistics, or successful marketing campaigns. Make sure to follow the submission guidelines closely. Engage Your Team: Involving your team is crucial. Seek their input on what makes the salon unique and encourage them to share their experiences. This collaborative approach enhances the submission and fosters a sense of shared achievement. Team engagement is often a critical factor in the success of award entries. Utilise the Recognition: Whether you win or receive a nomination, leverage the recognition. Update your salon’s marketing materials, website, and social media profiles to showcase the award. Communicate the achievement to your clients and community, emphasising its value to your services. This can attract new clients and reinforce loyalty among existing ones. Attend Award Events and Network: Attend award ceremonies and industry events if possible. This provides an opportunity to network with other salon owners and industry professionals. Building relationships in the beauty community can open doors for collaborations, partnerships, and recognition. In conclusion, entering awards can be a gamechanger for yourself and your business, offering benefits ranging from increased credibility and visibility to enhanced team morale. By following these tips, salons can navigate the award process effectively and position themselves for success in a competitive industry. Over the past seven years, I have been a finalist, won over 20 Australian and Global awards, judged various national and international awards, and written tributes for brands such as Issada. I have also been a judge for many Australian awards, such as the ABIAs, Ausmumpreneur, and the global Stevie Awards. I can now support you, your business, and your team in becoming award-winning.

How I can support your awards journey Find Your Courage

As a qualified NLP practitioner, I can also support you by breaking down any limiting beliefs and feelings of imposter syndrome that may have prevented you from entering awards programs.

Goal Setting

We’ll start by clarifying your personal and business goals so we can focus on the awards and events that will be most impactful for your company.

Awards Submission

I specialise in writing awards submissions for the beauty industry combined with business consulting to help identify previously missed opportunities to ensure your next entry stands out to the judges, giving you the best chance of becoming a finalist.

Speaking Support

I can also provide support, strategies and copy for your subsequent award acceptance speech and press releases to help spread the news of your achievements.

Upcoming group coaching

Register for more information on my upcoming 4-week group course in January 2024 or for a free 30-minute discovery call via my website, and together, we can work on what suits you and your business best. Success begins at the end of your comfort zone. Making the conscious decision to enter an award is an excellent step for your business; becoming a finalist is a giant leap, and winning is fantastic. All the best on your journey. www.nicolalelievre.com

N o w

A v a i l a b l e

Vegan Cruelty Free Australian Made

Natural Look Australia | 575 South Road, Regency Park, 5010, SA info@naturallook.com.au | +61 8 8300 1999 |

NATURALLOOK_AUSTRALIA | NATURALLOOK.COM.AU

MARKETING

Beyond the Digital Horizon, There’s Marketing Opportunities You Might Have Overlooked. By Sarah Garner

The era? Attention economy. Standing out in all our beautiful essence of what makes us unique like a tall sunflower amongst, well, a sea of other tall sunflowers? It’s a balancing act between traditional and digital approaches. I believe the marketing landscape is one of the most fascinating industries. Why? It’s constantly undergoing evolution. Which makes it tricky as heck to keep up, especially as a small business. Lemme guess, most, if not all of your marketing efforts are focused on digital tactics? You’ve probably sunk thousands into paid ads this year? Whilst there’s 1000% nothing right or wrong with that, might you consider taking a few steps back and look at your strategy from a holistic lens? Because after all, just as yin and yang come together in balance, your marketing plan can (and I believe should) include several approaches that combine multiple channels together to work in harmony and have a wider impact on communicating your message.

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Let’s dive into the relationship between traditional and digital marketing and how they work in harmony to capture (and hold) your audience’s attention.

Tangible Presence with Print Media

Smartphones and social media at the forefront, print media - a mere memory of pastimes gone by when you ran through sprinklers on a hot summer’s day, your parents flicking through the catalogues to shop the coming week’s grocery specials. A 2022 study by Marketingsherpa found that when it comes to making purchasing decisions, consumers are 82% in trust of print media as the top contender over other channels of marketing. Investing in marketing assets like brochures, flyers and aftercare cards can leave a lasting

impression. Why? Because physical interactions with your audience are opportunities to provide a recurring presence in their lives that digital ads often lack. Seen the ad once? Gone. Maybe peeks back for a second time if you’re lucky. Physical flyer? It sits on your fridge, in the bin (until it’s taken out), on the coffee table, your desk - you get the picture. Of course, you’ve probably had a printing company or even a graphic designer who quoted you higher than your budget allowed? So, it made sense that going all-in on digital ads at the time. Imagine taking your overpriced Facebook, Instagram, or Google ad budget allocation each quarter and halving it to create another stream of opportunities? You could distribute your beautifully designed marketing materials in strategic locations throughout your business’ local community - not to mention, the brand

visibility and point of difference to stand out goes through the roof!

Local Partnerships

Traditional marketing techniques like sponsoring local events, sports teams, teaming up with a fellow small business to cross-promote or community gatherings can create a positive image for your business. Associating your brand with local causes or events not only fosters goodwill but also exposes your business to a broader audience that might not be as easily reached through digital channels. But please, make sure if you choose to align yourself (and your business) with any charities, events, or potential partners, that they align with your brand values, not just for the sake of making some extra dosh. It’s important you maintain authenticity and integrity when selecting opportunities within your local community, because after all, if it isn’t purposefully driven and guided, your clients (also in your smaller communities) will see right through it.

Direct Mail Power

Seemingly most people think this ship has sailed beyond sunsets, mountains, and the naughties. Lemme ask you this petal, when was the last time you received a handwritten, personalised postcard, letter or greeting card in the mail? How did it make you feel? Did you feel special? Loved? Basking in gratitude that another human being was thinking of you and shared the kindness of their time to make you feel seen and heard? Pretty nice feeling, huh? Now I want you to open up your inbox right now, I’ll wait here. How did you find it? Bombarded? Full? Overwhelming? Transactional? Leave it for another day, it’s too much to sort through? Thought so.

A well thought out piece of snail mail fuelled with intention and heart can stand out like a rainbow in a school of grey fish. You’ve captured your audience’s attention. And sure, it takes time to hand write them, pop them into an envelope, put the address on, the stamp and then take it to the post box. But what if you paid one of your team members with that halved digital ad spend budget for the quarter? Consider incorporating a heartfelt touch in your customer journey permanently or in your next marketing campaign and watch the head-turning, jaw-dropping magic happen.

Word of Mouth …is NOt dead.

In fact, it remains one of the most powerful marketing tools. Simply because personal connections and networking are often forgotten offline. Attending events is one of the easiest ways to establish relationships with your local community. And as we all know, the power of a strong network can lead to endless opportunities think; referrals to your business, partnerships, sponsorships, and all around increasing your brand’s awareness.

Billboard, please.

Yes, they’re huge, yes you drive past at least one every time you get in a car and if it’s clever enough, you’ll chuckle or remember it. That’s the silent power of these babies. Outdoor advertising in general (billboards, banners, signs and even those wind dancing things with the long wavy arms), has the potential to grab your attention when you’re typically deep in thought driving or being a passenger on a long road. It’s a thought interrupter, aka. Attention grabber. (Points for the foot and bicycle traffic - they’re seeing your stuff here too.) Investing in a strategically placed outdoor marketing asset is a great way to attract a local audience - your community of potential clients.

IRL Events & Experiences

What better way to connect with your audience than in real life? Hosting an in-person event allows you, your team, and your brand to leave a lasting impression. Whether it’s a product or service launch, a howto workshop or a VIP night, these events provide a unique opportunity for one-on-one, genuine interaction. Your event attendees are more likely to remember your brand as they now have a deeper understanding and appreciation due to the sensory experience of physically engaging with your products, services, and you. These opportunities allow you to showcase your offerings, but more importantly (to your audience) how you embody the ethos of your brand. These moments communicate how your business builds trust and reliability through connection and behind the curtains, deep down, the humanness of your business comes to the forefront. Whilst embracing online channels is crucial, integrating “traditional” marketing methods can create a well-rounded strategy that wholeheartedly lands in the minds of your audience. By harnessing the tangible presence of print media, fostering your community connections, sending warm and fuzzy snail mail, extending your reach to road traffic, and hosting an in-person event now and then, you are well on your way to a holistic plan to stand out in a crowd. Best part of all? It allows your brand’s memorability to shoot for the sun, moon, stars and beyond. Contact Digital Bloom via their website www. digitalbloom.com.au Sarah Garner is the Founder and Creative Director at Digital Bloom, an industry-specific branding boutique dedicated to making your hair, beauty, or wellness brand turn heads for all the right reasons.

Beauty Biz Year 16 Issue 6

MARKETING

Social Media Marketing Must-Haves for in 2024!

s e ss o B y ut Bea By Angela Sanchez

As we step into 2024, the beauty industry is experiencing a monumental shift in the way brands engage with their audience and market their products. With social media being a powerful driver of consumer influence, beauty entrepreneurs are presented with a golden opportunity to capitalize on emerging trends and technologies.

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In this article, we’ll delve into the must-haves for social media marketing that are essential for beauty bosses in 2024, offering insights and strategies to stay ahead in this dynamic space.

1. Personalised Content Strategies

In 2024, personalized content will be pivotal for beauty business owners seeking to captivate their audience. Leveraging advanced data analytics and AI algorithms, beauty businesses must tailor their social media content to resonate with individual preferences. By offering personalized product recommendations, beauty tips, and experiences, brands can forge deeper connections with their audience, ultimately boosting engagement and loyalty. Driving conversations to your DM’s for this personalisation to really deepen is key to converting your content to conversation to a sale of a product or service.

2. Immersive Virtual Try-On Experiences

The integration of virtual try-on experiences through augmented reality will be a game-changer for beauty marketers in 2024. Implementing interactive AR tools on social media platforms will enable consumers to virtually try on makeup products, experiment with different hair styles, and visualize skincare solutions. Beauty brands that offer immersive virtual try-on experiences will not only elevate consumer engagement but also foster confidence in their products, leading to increased conversion rates.

3. Sustainability-Centric Messaging

With sustainability taking centre stage, beauty bosses must integrate eco-conscious narratives into their social media marketing strategies. By transparently showcasing sustainable practices, ethical sourcing, and environmentally friendly packaging, beauty brands can resonate with the growing segment of conscientious consumers. Communicating a strong commitment to sustainability will not only bolster brand reputation but also instill confidence and trust in the values upheld by the brand. So, if you are planning or already doing this in your clinic your audience want to know about it so make sure you share about it.

4. Interactive Live Streaming Events

Live streaming will continue to dominate social media platforms in 2024, offering beauty bosses and team members an innovative way to engage with their audience. Hosting interactive live streaming events, such as Q&A sessions, product launches, and behind-the-scenes glimpses, will foster real-time interaction and a sense of community. Interactive live streaming events enable beautypreneurs to directly address consumer inquiries, share knowledge, and showcase their expertise, ultimately building trust and confidence in their brand.

5. AI-Driven Customer Service Solutions The incorporation of AI-powered chatbots for customer service will be an indispensable tool for beauty businesses in 2024. AI-driven customer service solutions can provide immediate, personalized support to consumers on social media platforms, addressing inquiries, offering product recommendations, and enhancing the overall customer experience. Implementing AIdriven customer service will not only streamline communication but also instill confidence in the brand’s responsiveness and commitment to exceptional service.

6. Influencer Partnerships Based on Authenticity

In 2024, beauty bosses must prioritize authentic influencer partnerships founded on genuine connections and shared values. Collaborating with micro-influencers and industry experts who authentically resonate with the brand will be crucial for building trust and credibility among consumers. Authentic influencer partnerships offer a platform for genuine product recommendations and storytelling, which in turn nurtures confidence in the brand and its offerings. Brand Ambassadors could be already the perfect client and raving fan of your business how about you reward them with an Ambassador program where they share about your clinic on their socials each week in return for a once a month treatment.

7. Visual Storytelling through ShortForm Video

Short-form video content will remain a prominent tool for beauty marketers in 2024. Crafting visually captivating and informative short-form videos that showcase product demonstrations, tutorials, and brand narratives will be essential for engaging audiences. Beauty brands that master the art of visual storytelling through short-form videos will effectively capture consumer attention while solidifying confidence in the brand’s expertise and creativity. There are so many apps that can help you with creating templates and adding your videos to the beat of a song – use these to keep up with consumer scrolling behaviour and also help you save a whole lot of time!!! We teach a lot of social media marketing tips inside Beauty Boss Pro our mentoring membership for beauty business owners to build confidence in growing their beauty business with social media.

8. Community Building through UserGenerated Content

Empowering consumers to generate content and engage with the brand’s community will be crucial for beauty bosses in 2024. Encouraging user-generated content, hosting interactive challenges, and featuring customer testimonials will foster a sense of belonging and empowerment among consumers. By actively engaging with their community, beauty brands can build a loyal customer base and instill confidence in their brand, creating a network of passionate advocates.

9. Seamless E-commerce Integration with Social Media Platforms

The convergence of e-commerce and social media will reach new heights in 2024, presenting a significant opportunity for beauty business owners. Integrating e-commerce features within social media platforms will streamline the path to purchase for consumers, facilitating convenient and seamless transactions. Beauty brands that embrace integrated e-commerce solutions on social media will enhance consumer convenience and confidence in their online shopping experience. A great idea is to go onto your socials and become a customer…. Is your customer experience seamless and user friendly? If not spend some time on adjusting this and having your online skincare store linked to your social media is a great idea as you can now add products to reels, posts, and link in your stories and coming soon will be links in live video’s so you capture your audience live in the moment.

10. Embracing Wellness-Driven Narratives

The holistic connection between wellness and beauty will be a focal point for social media marketing in 2024. Beautypreneurs must align their messaging with the wellness movement, promoting products and services that emphasize self-care, mental well-being, and overall health. Crafting wellness-centric narratives will resonate with consumers seeking a comprehensive approach to beauty, cultivating confidence in the brand’s commitment to holistic well-being. In conclusion, the landscape of social media marketing for beauty brands in 2024 is shaped by personalization, technology integration, sustainability consciousness, and authentic engagement. By integrating these must-haves into their social media strategies, beauty bosses can position themselves at the forefront of innovation and consumer connection, ultimately fostering trust, loyalty, and confidence in their brand. With a proactive approach to embracing these trends, beautypreneurs can navigate the ever-evolving social media sphere with confidence, creativity, and a competitive edge. If you need support in social media in 2024 please connect with Angela from @beautybusinessco_

Beauty Biz Year 16 Issue 6

MARKETING

Social Media

New Year

(Let’s Get More Consistent)

Resolution

By Kayla Zigic – Socials For Salons

Who doesn’t love a New Year’s resolution? It’s that time of the year when we reflect on the past and set our sights on the future. However, the harsh reality is that 90% of all New Year’s resolutions fail, with over 80% of individuals abandoning their goals before mid-February. As beauty therapists, we understand the importance of setting achievable objectives for personal growth and our businesses. For many salon owners, creating consistency is a top priority; let’s explore some essential tips and tricks that you can seamlessly integrate into your social media marketing strategy. These are aimed to help you and your commitment towards building a thriving community of loyal followers, clients, and brand advocates (and THAT is far more important than the follower count)

1. Have Clear Objectives Moving into the New Year: Start your social media journey for 2024 by clearly defining your objectives. Whether it’s increasing brand awareness, establishing your salon as an expert in a specific niche, driving engagement, or boosting sales, having particular, measurable, and achievable goals will guide your efforts. Whatever the goal is, it should always be top of mind when creating your content. Wanting to focus on brand awareness, you want to create sharable content that gets more eyes on your brand—wanting to drive engagement? Tell your audience to engage through your call to action. Are you looking to build your brand authority and establish yourself or your salon as experts? Create educational and saveable content. Also, like a follow-up appointment with a client, consider setting monthly or quarterly milestones to track your progress effectively. By keeping your goals in mind, you’ll find it easier to stay on track and measure the success of your social media initiatives.

2. Create a Content Calendar: Ever feel like you “don’t know what to post”? And when you need to post, you generally find yourself lost for ideas or panic posting. This usually is accompanied by a quick before and after, along with a closed caption like “skin goals” or “brow goals”? This is what I like to call “Panic Posting .”Posting with no real goal or objective in mind and no real strategy. Posting without speaking directly to whom that post would benefit will continue to get you minimal engagement. Panic posting is usually caused by not having your content mapped out. Consistency is vital on social media, and a well-organised content calendar is your secret 72

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weapon and will stop panic posting in its tracks. My tip? Plan your posts, firstly, map out holidays, industry events, salon birthdays, staff birthdays, beauty celebration days, charity days or months, and anything else that’s important, and then put your posts around that. This ensures a steady stream of content and allows you to keep that consistent goal within reach. Tools like Plann, Hootsuite, Canva, or a simple spreadsheet can help you schedule and organise your posts efficiently.

3. Embrace Visual Storytelling: As we are in the beauty industry, you have a visual and creative advantage (yes, I said it). Use it to your benefit by incorporating visual storytelling and behind-the-scenes (B Roll) content into your social media strategy. Share behind-the-scenes glimpses of your salon, treatment setups, and points of difference, showcase the transformational journey of your clients, or demonstrate your expertise through tutorials. Engaging visuals are taking a back seat, and video content captures attention and evokes emotions, fostering a deeper connection with your audience.

4. Consistent Branding Across Platforms: Ensure that your brand identity is consistent across all social media platforms. Maintaining a cohesive brand image helps create a recognizable brand when your audience is scrolling. Use the same colour palette, fonts, and tone of voice, reinforcing your brand identity and making it easier for your audience to identify and connect with your content. The best way to do this is with Templates. Canva has an incredible library of social media templates you can customise to your branding. To help save time creating content, I recommend the same

templates for different types of content. Create one set template for FAQ, one template for Lists, and one template for quotes. This will chop your content creation time down in half and keep your content feeling consistent and on brand for your salon.

5. Engage with Your Audience: This may be a light bulb moment, but social media is not a one-way street. Create a sense of community by actively engaging with your audience. Respond to comments, ask questions, and encourage user-generated content. Showing genuine interest in your followers strengthens your relationship with them and boosts your algorithmic visibility. This two-way interaction is invaluable in building a community of loyal supporters.

6. Utilise Analytics Tools: Want to stop creating content that doesn’t work? Knowledge is power, and analytics provide the insights you need to refine your strategy in social media. Leverage platforms’ built-in analytics tools. Analysing metrics on reach, engagement, and demographics helps you understand what works and what doesn’t, allowing you to tailor your content for maximum impact. Review your best-performing posts from the past year based on reach, engagement saves, and shares. You usually start to see patterns in what performed well and what your audience likes seeing and engaging with. Then, start creating similar content. This is a huge game changer in creating content that serves.

7. Stay Updated on Trends: Social media is a dynamic landscape with trends that change rapidly. Stay informed about the latest developments in social media marketing by

following industry leaders who can quickly help you understand the changes and how you can adapt those changes to your salon. Adopting and incorporating current trends into your content keeps your brand fresh and relevant. Don’t be afraid to explore new features introduced by platforms and adapt your strategy accordingly, ensuring that you remain at the forefront of industry innovation.

8. Be Consistent (duh) It seems obvious, but consistency is vital to social media connection and growth. And when I mean consistent, I don’t mean posting every day. Consistency is being consistent with whatever you can commit to. There is no secret number to how often you should post on social media; I see salons posting daily without a strategy, getting no results. Then, I see salons posting 2-3 times per week, with a defined plan, hitting their goals. So, it’s also ensuring you’re keeping a healthy relationship with social media and not having it feel like a tooth-pulling task. As soon as you feel like that, guess what? You suddenly don’t feel like posting. Work out what you can commit to regarding the number of posts and what feels consistent for you, and stick to it. There is no rule here; stay consistent. Social media doesn’t have to make you feel sick to your stomach. The journey towards social media success in 2024 begins with setting realistic and focused goals. By incorporating these practical tips into your strategy, you start to work on your consistency and create an engaging online presence for your salon. Here’s to a year of growth, connection, and achieving your social media aspirations. Cheers to a successful 2024! @socialsforsalons

Beauty Biz Year 16 Issue 6

WELLNESS

Elevating Your Glow-Up Game: Your Year-End Guide To Self-Care and Success Preparation By Angeli Marie Shaw What a dynamic world the beauty industry is, yet amid the skin services, massage treatments and client conversations, it’s easy for beauty therapists to lose their glow and overlook one essential thing; themselves! As one of our industries busiest times draws to a close, now is the perfect time for everyone to focus on elevating their glow-up game! So, let’s embark on a transformative journey, exploring some vital realms of self-care, mindset growth and strategies to set the stage for an epic end to 2023 and a triumphant beginning to 2024! Let’s go!

Prioritise Self-Care -

In the whirlwind of beauty, it’s easy to forget, even ignore the idea of self-care. I mean let’s face it, ‘self-care’ has become quite a buzz word and so many of us are all about it, but don’t just talk the talk, walk the walk! Prioritising self-care is not just a luxury; it’s a necessity! So, amid the clinic hustle, remember to take short, rejuvenating breaks. Consider ergonomic adjustments to your workspace, ensuring that you’re not just taking care of your clients but also yourself. Incorporate mindfulness techniques, such as deep breathing or meditation. Just one minute is enough to lower your blood pressure and heart rate. Stay hydrated by keeping a water bottle nearby as poor hydration leads to tiredness! And prepare balanced and nourishing meals, working with your team to ensure that you all get some time to stop and eat. Even the smallest of practices will help, just make the decision to start!

Cultivate a Growth Mindset -

A growth mindset is the foundation of a flourishing career and business. Embrace the challenges presented to you as opportunities for growth and learning. Accept feedback, not as criticism, but as a stepping stone toward improvement. Seek inspiration within your industry by connecting with fellow therapists, booking/attending workshops, and prioritising staying updated with your skills. Much like your skills, your mind can evolve and adapt too. Embracing a growth mindset not only enhances your expertise but also instils a sense of resilience, enabling you to face any challenge with grace and tenacity. Growth mindsets understand the importance of persistence and determination!

The Power of Saying No -

Saying no is not a sign of weakness; it’s a testament to your self-awareness and respect for your time and energy. Set boundaries. Politely decline tasks or commitments that don’t align with your goals. It’s liberating. By learning to say no to what doesn’t serve you, you make room for what truly matters. You empower yourself to focus on tasks and projects that resonate with your passion. This can include clients too. How many of us have said yes to a client knowing deep down that we should’ve said no? The treatment space is not just for your clients; it’s yours also. Guard it wisely, and watch how empowered you become when you say no. 74

Beauty Biz Year 16 Issue 6

Digital Detox and Mental Rest -

Embracing a digital detox and allowing the mind to breathe amidst the constant hum of notifications and screens can be one of the most transformative acts of self-care. In this age of relentless connectivity, beauty therapists often find solace in the digital realm, staying updated with trends and client communications. However, this continuous exposure can lead to mental fatigue and heightened stress levels. Recognizing the importance of mental rest, we should advocate for intentional breaks from the digital world. A digital detox doesn’t just mean disconnecting; it’s a gateway to reconnecting— with yourself, your surroundings, and the present moment. This intentional break allows your brain to unwind, reducing stress and enhancing overall well-being. Your mind, much like your clients’ needs, deserves care and attention too!

Emotional Well-being and Stress Management -

Managing stress and nurturing emotional health is a necessity, not just at this time of year, but all year round. That’s why it’s crucial to incorporate stress-relieving practices into our daily routines. Start your day with a few minutes of meditation, grounding yourself, even a workout, whatever you’re choosing before the whirlwind of clients and creativity. Journaling can be a great release, providing an outlet for emotions that might otherwise be suppressed. Additionally, allocating time for hobbies or creative pursuits outside of the salon environment can act as a powerful emotional outlet, fostering a sense of fulfilment and joy. Remember that emotional well-being isn’t just about managing negative emotions; it’s also about cultivating positive ones.

So many of us are guilty of holding onto the past, and whilst there’s always lessons in what has been done, learn them and move on! The start of the year is page 1 of a 365-page book (we all get a bonus page in 2024 being a leap year), so what story are you wanting to write? Following my tips for self-care and success, you’re not just enhancing your career; you’re honouring yourself. In nurturing your roots, I believe you embrace the essence of holistic empowerment, something I’m very passionate about. Your dedication to self-care is not just a ritual; it’s a revolutionary act of self-love. As you stand on the threshold of a new year, envision the abundance of possibilities. Your goals, like seeds planted in fertile soil, are bound to flourish, just make sure to take care of that one essential thing…. You! As we all move forward, embrace each day with the knowledge that your well-being fuels your creativity, your mindset shapes your destiny, and your boundaries define your worth. Shine on you amazing human, it’s been a pleasure to serve you in 2023! Love & Bliss, Angeli xxoo

Setting Up for Success in 2024 -

As the year draws to a close, reflect on your journey and acknowledge your achievements and the challenges you’ve overcome. Now, set clear, achievable goals for 2024. Consider skill development and network within and beyond the industry because connections often pave unexpected paths! Expand your horizons and be realistic when setting your goals. As you step into 2024, let go of what didn’t serve you in 2023.

Angeli is a Holistic Empowerment Coach, Mindset Mentor/Trainer, and the founder of The Bliss Coach. To work with me in 2024, get in touch by visiting www.theblisscoach. com.au or follow me on my socials @theblisscoach to find out more.

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Beauty Biz Year 16 Issue 6

Articles inside

ABIA 2023 EDITORIAL/HIGH FASHION MAKEUP ARTIST OF THE YEAR

Skin Perfection: an unobtainable goal or a deliverable transformation?

Elevating Your Glow-Up Game: Your Year-End Guide To Self-Care and Success Preparation

New Year Social Media Resolution (Let’s Get More Consistent)

Social Media Marketing Must-Haves for in 2024! Beauty Bosses

Beyond the Digital Horizon, There’s Marketing Opportunities You Might Have Overlooked.

Unveiling the Power of Entering Awards.

Confessions from a Recovering Micromanager.

Aligning Your Personal Values with Your Business Goals.

Leadership Creates Success.

Beyond the Treatment Room

Is the Juice Worth the Squeeze?

Protect Your Salon This Season! Christmas

BLOG spot - Navigating Uncertain Times by Tapping into the ‘Quantum Symphony’

2024: The Year Of Limitless Leadership, Business and life fulfilment and success.

Welcome to the New Era of Beauty & Wellness

Grow Your Business with Dermapen HOME™

How Important are Macrophages?

Meet the Beauty Squad 23 - Elise Birchell

Making Everyone, Feel Like Someone.

More Than Just A Haven Beauty

sip. steam. soak.

2023 ABIA Dermal Therapist of the Year Alana Giovenco

The Essence of Fresh Skin: A Journey Beyond Beauty

DRIVEN BY PASSION Brittany Vescio

Editors Note