Professional Beauty GCC - February 2016

February 2016

For your beauty, hair and spa business

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Male grooming exclusive

Hot right now The latest in thermal spa experiences

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Published by and (C) 2016 Trade Exhibitions & Publishing FZ LLC. Registered at Dubai Media City.

321 Building #8, Dubai, UAE t: +971 (0)56 352 2906 Trade Exhibitions & Publishing FZ LCC Editor: Fiona Vlemmiks fiona@professionalbeauty.ae Contributing editor: Zoe Moleshead zoe@professionalbeauty.ae Contributors: Maria Dowling Advertising: t: +971 (0)50 359 1157 Sales director: Zaid Nourouz zaid@professionalbeauty.ae Circulation & subscriptions enquiries: register@professionalbeauty.ae t: +971 (0)56 352 2906 Marketing Manager: Nicki Wyatt nicki@professionalbeauty.ae General Manager: Andrew Green andy@professionalbeauty.ae Publisher: Mark Moloney Design and production:

Scratch Advertising & Communication www.scratchcom.com Printing: Masar Print & Publications LLC - PO Box 485100, Dubai www.masarprint.com Controlled Distribution: Blue Truck www.bluetruck.ae The Publishers cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers.

Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers' particular circumstances.

The publisher accepts no responsibility for any advertiser whose advertisement is published in Professional Beauty. anyone dealing with advertisers must make their own enquiries.

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in this issue...

Regulars 7

News Openings, launches and the rest of the news from the world of spa, hair and beauty

21 Insider Our exclusive monthly stats for beauty salons, spas and hair salons 30 Ask the experts Advice on online training and setting up a new salon location 75 Marketing mastery Expert Angie Petkovic on how to pitch your marketing 71 Nailing it Achieve success in the nail industry with our business advice 79 Tried and tested Rejuvenating treatments put under the spotlight

Shutterstock

88 Calendar The essential dates for your business diary from trade shows to conferences and training

83 Product news Our pick of the latest products for beauty, spa and hair

Professional Beauty GCC February 2016

43 Up, Up and away How to create three gorgeous updos 44 Maintenance master plan Create a timeline for hair goals with your clients 47 Shine a Light Looks to ensure your client will be in the spotlight

Features Hairdressers Journal 37 Welcome Note from HJ UK 38 En vogue Everyday looks that ooze beauty and flair

53 It’s a goal Maria Dowling on effective planning for the year ahead 55 Method acting We interview the man dubbed “the world’s most luxurious hairdresser” on the eve of the opening of his two salons in the UAE

welcome

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elcome to our Febr ua r y edition. For those of you re ading this at the Profe ssiona l Be aut y GCC ex hibition a nd Profe ssiona l Spa a nd Wellne ss Convention Duba i, I hope the event prove s fr uitful in boosting your busine ss or helping you to fur ther your ca reer.

This issue see s the launch of our exclusive content from Ha irdressers Journa l U K . Our informative 16 - pa ge section brings you cre ativ it y, adv ice a nd ide a s from the British ha irdre ssing industr y w ith gorgeous trend a r ticle s, busine ss tips a nd how- to g uide s. Tur n to pa ge 37 to be inspired (we’d love to he a r your feedback on this section so don’t forget to send your v iews to feedback @ profe ssiona lbe aut y.ae).

Elsewhere in the issue we delve into the world of male grooming ( page 24) and look at thermal spa experiences in Hot Right Now on page 59.

We interview the world-famous celebrity hairdresser Rossano Ferretti, who made waves in the British press for offering the “world’s most expensive haircut”, on his decision to open two salons in the UA E ( page 55). Another launch; H2E2, platinum sponsors of the PSWC, is a truly holistic consultancy firm that aims to meet the needs of all businesses in the beauty and wellness sector. Read more in our article One -stop -shop on page 68.

It was with a heavy-heart that we learned of the death of industry luminary Geraldine Howard, Aromatherapy Associates co-founder, who passed away in January after a brave battle with cancer. See our tribute to the woman who touched so many hearts and minds on page 7.

Have a wonderful month ahead.

Fiona Vlemmiks – EDITOR

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On the cover 24 Just for men Male grooming exclusive 59 Hot right now The latest in thermal spa experiences 68 One-stop shop The company that meets all your business needs

71

Professional Beauty GCC February 2016

Geraldine Howard has left a void that no-one can fill and a light that will shine on forever‌

Join us in a tribute to the one of the most incredible women in the world: her passion, achievements, dedication, commitment, love of life and drive to share the benefits of aromatherapy far and wide, will never be forgotten - we will miss her so, so much.

The Product House | PO Box 37427 Dubai UAE T +971 4 379 1966 | www.theproducthouse.biz

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News

All the news and views from the world of beauty, hair and spa

Geraldine Howard passes away following battle with cancer

I

ndustry luminary and Aromatherapy Associates founder Geraldine Howard passed away on 7 January following a long battle with cancer.

Geraldine was regarded as a driving force in the spa and beauty industry, involved in countless industry events and associations as well as taking Aromatherapy Associates worldwide.

She founded Aromatherapy Associates in 1985 with Sue Beechey, following extensive training in the 1970s with renowned aromatherapist Michelle Arcier.

The British brand grew to become an international success through spa and salon accounts as well as retail stores. Following her diagnosis with a type of eye cancer in 2011, Geraldine was very open about her treatment, inspiring

others with her positivity.

She developed the Aromatherapy Associates Inner Strength collection based on a blend that helped her during treatment and donated 10 per cent of proceeds from sales to charity Defence Against Cancer Foundation.

Tributes for Geraldine flooded social media sites, with those in the industry using terms such as “inspiration”, “majestic” and “giver of peace” to describe her.

Janette Gladstone-Watts, founder of The Product House, which partners Aromatherapy Associates in the Middle East said: “Her passing was after a long and brave fight against cancer.

Throughout this time, and in all of her life, she continued to be one of the most passionate and inspirational women in

the spa and wellness world.

“Her sheer presence, aura, charm and competence, had a profound effect on all those she met and her constant contribution to our daily lives will be never-ending.

Since having the good fortune for our paths to have crossed nearly 15 years ago, Geraldine touched my heart, my hopes and my health.

“The devotion and enthusiasm towards her spa, wellness, and beauty formulations and oils in the last 30 years, will continue to have incredible consequences upon whoever uses them.

“The Inner Strength she has passed on to all of us, in her most troubled times, will live on as part of her legacy. Her dedication and friendship will never be forgotten and her dreams will continue.”

Accor Hotels has announced the acquisition of FRHI Hotels and Resorts for US$840 million.

The FRHI group’s hotel portfolio, which includes the Fairmont, Raffles, and Swissôtel brands, spans five continents, and 34 countries. Also included in the purchase price are 46.7 million Accor shares.

The transaction sees joint FRHI owners the Qatar Investment Authority and Kingdom Holding Company of Saudi Arabia become major Accor shareholders, with a 10.5 per cent and 5.8 per cent of share capital respectively.

Sébastien Bazin, chairman and chief executive of Accor Hotel, said: “This is an outstanding opportunity to add three prestigious brands to our portfolio. It’s a great step forward for Accor Hotels that offers us robust and global leadership in luxury hotels.

This major acquisition demonstrates the group’s agility in a fast-changing industry.”

Accor anticipates the generation of an additional US$65 million in revenue from the acquisition of the FRHI group.

Gentlemen’s Tonic is launching scientifically engineered and tested professional cosmecutical facials designed with men in mind.

The facials encompass the Gentlemen’s Tonic Advanced Anti-Ageing Facial, Gentlemen’s Tonic Detox Facial and the Gentlemen’s Tonic Hydrate Facial and are backed up by a new range which consists of 19 results-driven skincare products.

The range was researched and developed over a three year period in association with one of the world's leading independent laboratories and follows extensive in house and independent third party testing.

All products feature natural active ingredients and are free from synthetic materials and harmful chemical additives, including parabens Lucy Bonici-Truefitt special projects manager at Gentlemen’s Tonic said: “Having listened carefully to both our clients and international spa partners,

it was evident that an exclusive men’s beauty range was not just a possibility, but a necessity. After three years of intensive product development, we are extremely excited to be launching this unique, results-driven cosmeceutical men’s beauty range.”

FRHI acquired Gentlemen’s Tonic launches

by Accor new facials

Professional Beauty GCC February 2016

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Report predicts growth in wellness services aimed at stressed out kids

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ellness businesses will step in to meet the challenges of major societal crises, including a rising generation of children who are stressed, anxious and overwhelmed according to the Spafinder Wellness 2016 Global Spa And Wellness Trends forecast.

Poor diets, constant stress, and hours hunched over glowing screens are taking their toll on kids, reveal statistics.

In response, this year will see a rise in more mindfulness and meditation in schools, kid-focused yoga classes, massage for toddlers, wellness-centric family vacations, and an emphasis on local, organic eating. Parents have revealed themselves willing to dedicate considerable time, attention,

and money toward this niche that promises to be one of the industry’s most significant areas of growth.

Leading the trend are The David Lynch Foundation’s Quiet Time meditation programme and family-friendly and wellness-centric Six Senses resort in Laamu Atoll of the Maldives.

“The 2016 Trends reveal how wellness is an integral part of the most fundamental aspects of people’s daily lives: work, family, and love,” said research director Beth McGroarty, who steered the research team, along with Susie Ellis, president of Spafinder Wellness. “Rather than focus on how 'X is the new Y' we strive to make sense of the sea of forecasts and identify mega-trends that are having, and will

continue to have, the most meaningful impact on people’s lives, and on the industry, for years to come.”

Other trends in the top 10 reflect people’s ongoing desire to bring more health and wellness into their current forms of escape, including new hybrid sectors of wellness travel, the shift from “wasted to wellness” as more wellness festivals spring up and healthy cruising. Also revealed is travellers’ unquenchable thirst for ancient, authentic experiences, with Mexico especially seeing renewed attention on its Mayan temazcal rituals.

To read the complete version of The 2016 Spa and Wellness Trends Forecast, visit www.spafinder.com/ trends2016.

Training app bridges gap with Y generation Nouveau Contour Training app, My Apptitude, which had its official launch on February 1, will help businesses connect with the younger generation and assist in tough economic times says Sally Hewerdine, managing director of My Apptitude.

The app offers individual courses and workshops and private corporate platforms available globally 24/7 through mobile technology.

For individuals, the Dubai-based My Apptitude offers a library of courses and workshops, uploaded to a personal training file. For businesses, My Apptitude offers private training platforms, giving complete autonomy over specifically branded training.

Hewerdine says: “Training is undergoing fundamental changes and there is a need for it to be cost effective and flexible.

When companies are struggling in hard

Professional Beauty GCC February 2016

economic times this can be often training that takes a cut. However, it is the most vital time to increase your training to motivate your team and give you the edge over your competitors.

“Our platform is affordable and in touch with the Y generation. Smart training gives you a higher retention of knowledge, many of our clients selling brands use smart training as a tool for learners to work on product knowledge prior to the classroom, precious classroom time then becomes more effective. After training it is used as a reference for revision, selfassessments and testing.”

Hewerdine has an avid interest in learning and developed the app after spending half of her career in training and engaging staff.

She is also a keen writer, designing training programmes inline with corporate goals.

She is also the author of Driving Retail.

scoops 2016 Aestheticians' Choice Award

After nomination by thousands of skincare professionals, Nouveau Contour’s Intelligent Device has won first place in the Aestheticians’ Choice Award Permanent Makeup category.

The Aestheticians’ Choice Awards is hosted by Dermascope magazine and the Aesthetics International Association.

Skincare professionals were asked to vote for their favourite nominee in each category. The award attracted over 103,000 voters.

Nouveau Contour is the manufacturer of professional micropigmentation products, distributed in the UAE by Sawaya International.

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US bans use of microbeads in beauty products

Madinat hosts month of wellness

T

he Madinat Jumeirah resort in Dubai is holding a month of wellbeing-focused activities, the Talise Wellness Month, throughout February.

The month will feature a string of daily events and activities centred on wellness, including yoga, meditation, group exercise classes, wellness consultations, tai chi and healthy cooking classes.

Talise Wellness Month kicks off with a beach yoga session on February 1. On February 3 there is a launch event at held the DNA Center for Integrative Medicine, Wellness & Bio-Aesthetics, opening at the

resort’s Talise Spa. As part of the launch event, visitors will be invited to have a body composition analysis, measuring the levels of fat, muscle and water in the body. On February 4, Austrian artist Sha will make an appearance to outline the philosophy behind Talise Spa’s AlphaSphere Deluxe experience.

On February 6, Talise Wellness executive chef Gabriele Kurtz will host a cooking class focused on preparing a healthy breakfast. February 20 will see a morning mediation session and health talk by artist, sound therapist and meditation teacher Winnie Rode.

President Barack Obama has signed into US law the Microbead-Free Waters Act of 2015, prohibiting the manufacture of rinse-off cosmetics containing plastic microbeads.

The act, which amends section 301 of the Federal Food, Drug and Cosmetic Act, will phase out the manufacture of these products by July 1, 2017, with sales stopped by July 1, 2018.

Plastic microbeads are solid plastic particles, less than five millimetres in size, found in many health and beauty products including soap and body scrubs and are designed to remove dry cells from the surface of the skin.

However, the use of microbeads has been a contentious issue due to the environmental dangers they pose. One of the main concerns is that fish often end up consuming the beads once they wash back into the sea after going down plugholes, and this results in toxins further up the food chain.

Some cosmetic companies worldwide, including Pai, Lush Cosmetics and Rituals, have already made pledges never to use microbeads in formulations.

Time management, wellness, and employee engagement named spa managers’ top priorities Spa managers across the globe identify time management, developing profitable wellness programmes, delegation and a more structured approach to working as key areas in which they need help.

Managers also need support when it comes to keeping their teams engaged in order to minimise staff turnover, developing more comprehensive wellness programmes, and establishing methods to grow retail revenue. This is according to the first report from the Global Mentorship Program.

The initiative, spearheaded by spa consultant and director of the Professional Spa & Wellness Convention Dubai JeanGuy de Gabriac, ran for the first time

Professional Beauty GCC February 2016

last year. It paired 16 experienced spa directors with 33 newer spa managers in 22 countries for mentoring.

The new report covers the experiences of both mentors and mentees and revealed that time management was a key focus for the majority of managers.

Minimising staff turnover was also high on the agenda for the mentees. Many were advised by their mentors to share figures with staff, involve their teams more in business decisions and to find ways to develop each person's individual talents. “For example, as we develop wellness through nutrition, one of the chef’s assistants took additional training in dietetics and we plan on using this new

set of skills,” said mentee Elodie Dailland of Domaine De Cice-Blossac in France.

The other areas in which a large majority of the mentees on the first programme sought support included how to better promote the spa in other areas of their resort, how to increase the percentage of revenue from retail, how to create theatre in the spa through unique touches, and identifying the best key performance indicators in order to take a more structured approach to managing and reporting.

The second Global Spa Mentorship Program began in January supported by sponsors including Biologique Recherche and Gharieni.

TEL: (9714) 220 6024 ∙ FAX (9714) 220 6025 ∙ INFO@BEAUTYLICIOUS.COM ∙ WWW.BEAUTYLICIOUS.COM

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15 Skin patch launched to monitor UV rays

Fermented skincare products among new natural beauty trends Fermented beauty products, raw processing, bacteria-rich formulas and waterless application are tipped to become some of the hottest natural beauty trends.

A report by the Innovation Group, the trend forecasting arm of J Walter Thompson Intelligence, explored the cultural drivers and trends informing consumer demand for a new standard of natural and organic beauty products. It discovered that an increasing number of consumers are looking for alternatives to synthetic additives.

Lucie Greene, worldwide director of the Innovation Group, commented: “Natural products are no longer seen as niche alternatives, but are aspirational.”

Expectations are that more brands will

develop waterless cleansing products such as micellar or floral waters, lotions, oils or balms, which contain water but don’t require a water supply to use, as shortages become more frequent throughout the world.

In a bid to develop an alternative to controversial parabens, the report predicts that brands will adopt the Asian trend for fermented beauty products to preserve ingredients. The process of fermentation also creates probiotics, fatty acids, vitamins, antioxidants and enzymes, adding further product benefits.

Global demand for organic personal care products, of which one third is skincare products, is expected to reach AED 4.58 billion by 2018.

L’oréal has unveiled a skin sensor that monitors the skin’s exposure to harmful UV rays, telling the wearer when to apply more sun cream.

My UV Patch is a transparent, electronic adhesive that is made up of blue photosensitive dyes. Factoring in the wearer's baseline skin tone, it changes colour when exposed to varying levels of ultraviolet light. Users simply take a photo of the patch and upload it to an app, which then suggests whether they should take shade or apply more sun lotion.

Developed by L’oréal tech firm, Technology Incubator, with electronics firm MC10, the patch is disposable – lasting around five days – and due to its stretchable nature can be worn on any part of the body.

With 90 per cent of nonmelanoma skin cancers being associated with exposure to UV radiation from the sun, the beauty

Emirates Grand Spa partners with Elemis

The spa at Emirates Grand Hotel, Dubai, announced the introduction of British skincare brand Elemis in January.

Tarek Aouini, hotel manager, Emirates Grand Hotel, said: “This is an exciting business venture for us as we launch Elemis spa therapies at Emirates Grand Spa. Through this partnership, we are able to engage with leading experts such as Elemis, who offer high quality

hands-on face and body therapies.”

Emirates Grand Spa also offers a wide range treatments and services including couples’ massage, waxing, hand and feet, body exfoliation, and a Moroccan Bath. It comprises 13 luxurious treatment rooms, attached private steam rooms, including rain mist rooms, to complement the spa experience.

giant hopes the patch will help educate consumers on sun protection.

“Connected technologies have the potential to completely disrupt how we monitor the skin’s exposure to various external factors, including UV,” says Guive Balooch, global vice president of Technology Incubator. “The key was to design a sensor that was thin, comfortable and virtually weightless so people would actually want to wear it.”

L’oréal showcased the gadget at the Consumer Electronics Show in Las Vegas in January. The patch will launch through its skincare brand La Roche-Posay this summer and the app will be available on both iOS and Android.

Professional Beauty GCC February 2016

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17 Industry news from around the globe

Majority of Brits view themselves as healthy, says new report

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ifty per cent of Britons think they are healthy, but only a small percentage follow a strict health regime, according to new research.

A report by market analyst Mintel found that 50 per cent of Brits view themselves as either “somewhat” or “very” healthy and only 15 per cent think they are “somewhat” or “very” unhealthy.

However, the research also reveals that just six per cent say they are strict about being as healthy as possible.

Nearly half, 46 per cent, of respondents stated that they led a healthy lifestyle “most of the time”.

A third, 33 per cent, said they go through phases of being healthy, before slipping into bad habits again, while 14 per cent stated that they “don’t put much effort or thought into staying healthy”.

Women are more likely than men to make an effort to be healthy, with only 10 per cent of women saying they “don’t put much effort or thought” into staying healthy, compared to 19 per cent of men.

Appearance was the top reason for women to try to be healthier, with 54 per cent naming this as the most likely motivator. The top reason for men to try to be healthier was “feeling

generally unfit”.

However, the genders are in agreement on the best ways to remain healthy. Across both groups, 64 per cent said exercising regularly was most important for staying healthy. 61 per cent said it was not smoking or limiting the amount you smoke, and 54 per cent said it was eating at least five portions of fruit and vegetables a day.

However, respondents did not necessarily act on these opinions, with 47 per cent actually getting regular exercise, 52 per cent not smoking or limiting how much they smoke, and 43 per cent eating at least five portions of fruit and vegetables a day.

Ina Mitskavets, senior consumer and lifestyles analyst at Mintel, said: “Even though people know what they need to do to stay healthy, many struggle to achieve their healthy goals, owing to a lack of time and/or money.

“The biggest deficit is in the amount of exercise people think they should be doing and what they actually do. To address people’s lack of time, fitness brands and operators could focus on the benefits of intense, short bursts of exercise that can more easily fit into busy routines.”

New wellness retreats launch at Vana Indian wellness resort Vana is hosting two wellness retreats in the next two months.

The seven-day Brian Page Bauerleled retreat will be held February 19-26 while a 10-day retreat, led by Yamuna Zake, will take place on March 4-14.

The retreat led by life coach and psychotherapist Brian Page Bauerle will on focus on teaching mindfulness techniques and coaching participants in how to apply them in daily life.

Incorporating coaching sessions and a personal consultation with Bauerle, the retreat will look as aspects such as self-awareness, communication and decision-making.

The 10-day retreat led by Yamuna Zake will be centred on Zake’s own techniques for body sustainability.

Skiathos Princess Hotel introduces “Mummy Bootcamps” The Skiathos Princess Hotel, located on the Greek island of Santikos, has introduced a Mummy Bootcamp, specifically developed for new mothers.

The three-day programme includes fitness classes, spa treatments, a wellness brunch and cooking classes.

Fitness activities range from yoga, pilates and “baby bonding,” to resistance training, “cardio training” and exercises designed to strengthen the stomach after giving birth.

The “baby bonding” fitness classes have been developed for mothers with babies under one year old. Designed

to tone and strengthen the body and help repair the stomach muscles, the classes allow women to exercise with their babies.

The “cardio tennis” combines tennis with cardiovascular exercises, for a high-intensity aerobic workout. Also included in the three-day stay is a wellness brunch, with a focus on fresh, organic and locally sourced food and drinks.

Guests on the Mummy Bootcamp will also take part in cooking classes, and have two spa treatments included in their stay.

Professional Beauty GCC February 2016

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insider

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21 The month in numbers

Average treatment room occupancy

93

%

Insider beauty, hair and nails

How did the treatment business in January 2016 compare with January 2015?

67 33

% BETTER

% same

Insider, our exclusive round-up of salons in the GCC. It’s the easiest way to stay in the know

January Continuing from 2015’s generally strong figures, 2016 is looking equally as promising. Both rebooking and treatment room occupancy rates were at the high end of the sphere for January, while year-on-year business had also improved from 2015 to 2016.

In the area of client services, we were surprised to discover that very few of you are looking to take advantage of Valentine’s Day this month, with only a small percentage of you planning promotions for your clients. Additionally, none of our respondents have yet been drawn to offer services to under 18s. In terms of treatment offerings, UV tan treatments and colours and cuts proved the most popular tanning and hair treatments respectively.

Percentage of clients who rebooked

76

%

On the spot Which tanning treatments do you offer?

1. UV (sunbeds, etc) 2. Spray tans 3. Spray and hand-applied tans 4. Hand-applied self tans

5

%

offer VALENTINE’S DAY promotions

Which hair treatments do you offer?

1. Cutting and colouring 2. None 3. Blow dries only 4. Head and scalp treatments and massages

4

%

OFFER TREATMENTS TO UNDER 18s Professional Beauty GCC February 2016

www.provocmakeup.com

Be Pro Be Provoc

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23 The month in numbers

Average treatment room occupancy

97

%

How did the treatment business in January 2016 compare with January 2016?

Insider Spa Insider, our exclusive round-up of spas in the GCC. It’s the easiest way to stay in the know

73 27

% better

% same

January 2016 has started with a bang with noticeably buoyant figures for the month – perhaps it's all the new health and wellbeing regimes that people commit to at the beginning of the year fuelling the demand.

Alongside exceptionally high occupancy room rates, year-on-year business was also up.

When it comes to treatments, we discovered that the majority of you will be rolling out Valentine’s Day promotions for this month, while a surprising number of you also cater to the tweens and teens market. In other treatment-related findings, you revealed that spray tans are the most popular tanning service offered, while head scalp treatments and massages top the list of haircare offerings.

Percentage of clients who rebooked

65

%

On the spot Which tanning treatments do you offer?

1. Spray tans 2. UV (sunbeds, etc) 3. Spray and hand-applied tans 4. Hand-applied self tans

79

%

offer VALENTINE’S DAY promotions

Which hair treatments do you offer?

1. Head and scalp treatments and massages 2. Cutting and colouring 3. Blow dries only 4. None

24

%

OFFER TREATMENTS TO UNDER 18s

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Just for men Zoe Moleshead investigates the world of male grooming

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hen it comes to the beauty sector, much of the focus is directed towards women; a quick scan across supermarket shelves will demonstrate that the number of beauty products for women far outnumber those for men. A look at spas and salons yields similar findings – with those facilities catering to women easily outweighing those dedicated to male clientele.

However, recent years have seen an increasing demand not only for male beauty products but also for treatments for men.

“I think male grooming and treatments will always have a lower profile than women’s and this is reflected globally. The male market is, however, a significant growth area and I think this is demonstrated very well in our own (the GCC) market,” says Joan Nguyo, account manager at Spa Resources International.

Peymon Sharifi, general manager of Jazz Lounge Spa, concurs with Nguyo’s assessment of the market and suggests that the increasing number of malefocused beauty products, together with a greater awareness of health and wellbeing among men, is helping to drive growth in the sector. “Men in general used to have less association with beauty treatments and grooming. Some of them didn’t know the benefits of these treatments and how vital they are.

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25 I think the other factors are time and money. Men are not used to spending as much time and money as ladies do on themselves! But I think all of these attitudes and behaviours are changing,” Sharifi adds.

This change in attitude has brought with it a growing acceptance of male treatments. Grooming is now seen "as part of a weekly routine not as a luxury,” says Nguyo.

Amra Dresevic, brand manager for 1847, also points to a regional trend for grooming. “Generally, Arabic males are very well groomed, from their perfectly shaved facial hair to their immaculate nails and this is also true of our international clientele. Since 1847 launched, back in 2005, our retail and service offerings have greatly increased to meet the demands of the market. For example, we have included colouring services for facial hair and hair and scalp treatments, as well as the more traditional barber shop services.”

Parallel to the increasing breadth of grooming services, male clients are also showing a growing interest in treatments like massage and facials. “A male client will always look for a good massage – it’s the basic requirement for a successful male spa. Once they are happy with the massage and therapist, they will be more open to exploring the other treatments available to them,” says Nguyo.

So what are the essential components of a successful male grooming establishment?

The right products Understandably there are differences between male and female requirements for skin, body and hair care and these must be taken into consideration for any products that you use.

“Men’s skin has smaller sebaceous glands. Since the absorption of active ingredients is primarily through these glands, men’s skincare must be adapted to this physiology,” notes Nguyo, adding: “When looking for male products, look for those that have been specifically formulated and designed for men’s skin. The ingredients should be those suitable for calming blemishes and minor shaving nicks, while actively reducing skin sensitivity or shaving burn and restoring vital nutrients lost during shaving.”

Charlene Florian, chief creative officer, Kerstin Florian International also advocates male products that combat the harsh effects of shaving and says its approach to creating a male collection has resulted in “formulations that are light in texture and rich in antioxidants such as raspberry stem cells, peptides and pomegranate extract as well as vitamins to hydrate, nourish and calm razor burn and sensitivity.”

When it comes to hair, Dresevic advises that products must again be selected to tackle problems that are of key importance to men, such as hair loss. “Our haircare products include shampoos and conditioners from the likes of Philip B. and Kérastase Homme, that use high performance ingredients to tackle male specific issues such as hair loss but also have an appealing and

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27

masculine fragrance with notes of peppermint, Russian amber, oud and avocado to name a few,” she explains.

Treating clients Treatment practises and techniques may also require a different approach for male and female clients. For treatments such as massage, while the technique itself doesn’t differ, all our industry insiders say male clients require stronger pressure. “Men have higher levels of testosterone than women and they tend to have greater muscle mass, thus they would require a deep, firm pressure massage,” explains Nguyo.

Sharifi also suggests that when it comes to choosing oils men are generally more relaxed. “Men are not that picky about the smell of the oil, while women are more sensitive to this.”

For facials, it’s key to understand the differences between male and female skin in order to create an effective treatment.

Alongside the impact of regular shaving, male skin also tends to be thicker and has more collagen and elsatin. With age, however, Nguyo notes that male skin, while ageing later in life than female skin, “becomes more grooved and prominent when it starts to age.” She recommends the use of light textured products and moisturisers.

Dresevic adds further insight into the biological differences between male and female skin. “Men have increased sebum production, giving a higher chance of blackheads and breakouts in comparison to their female counterparts. When treating male skin, therapists also need to consider that males tend to have larger pores and, as a generalisation, they have a stronger tendency to avoid sunscreen.”

Regardng nail care, the treatment should deliver a clean, simple finish. “As a general rule, men’s nails need to be short, clean, neat and filed. Men’s nails should be kept neutral and no longer than the width of a coin. For the cuticles, women have a tendency to clip theirs whereas males generally leave their full and just push them back to neaten them,” says Dresevic.

A similarly straightforward approach and finish is required when it comes to haircare says Sharifi, who explains that hair services are more of a routine process for men, while for women they tend to be more of an experience. “For most men getting a haircut is a something they have to do every month or so, but for ladies it’s totally different. For ladies it’s more than just a haircut,” he comments.

Setting the mood This is another key area of service delivery where men and women have differing requirements. Female clients generally prefer the feeling of being pampered that comes with a beauty or spa treatment and are often drawn to places that feel personal, warm or comforting.

For men, the experience is a bit more clinical. Nguyo says “great service and minimal fuss” are of key importance, and adds that men tend to shy away from the concept of pampering. Dresevic also concurs with this notion, saying: “When 1847 launched there was nothing else like it in the market so one of the main hurdles was overcoming the ‘taboo’ aspect of men being ‘pampered’ or ‘beautified’. With this in mind it was very important that 1847 had a highly masculine design and atmosphere.”

Similarly Sharifi promotes the creation of a clearly masculine space, one that is sleek, modern, comfortable and hygienic.

“We studied the market before creating a concept for Jazz Lounge Spa and found out that one of the reasons men don’t associate themselves with a spa is the ambience and design of most spas in the region, which look too feminine to them.

Hence we went the other way and created a place that is masculine, while being casual and trendy.” PB

Professional Beauty GCC February 2016

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Refinery Shave Oil This light oil can be used pre-and post-shave, it easily penetrates the skin and is packed with vitamins and antioxidants to rejuvenate, strengthen and hydrate skin.

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Kerstin Florian Clarifying Exfoliating Scrub This creamy exfoliator features natural jojoba beads to gently remove dry skin and impurities, leaving skin refreshed and evenly textured. It includes botanical extracts of chamomile, geranium and sweet almond oil.

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Professional Beauty GCC February 2016

business tips

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Ask the Experts

Our beauty experts answer your questions on every aspect of running a successful salon or spa business What are the benefits of using an online, as opposed to a classroom, training method?

T

here will always be a need for classroom

up. Product knowledge can be learned online before

training, not necessarily within four walls

practical treatment training takes place, making the

though!

classroom far more effective. It can also be used as a form

There

will

always

be

certain

businesses of a practical nature that need

of referral and to share videos of procedures.

hands-on interaction, a share of experiences

For years businesses have used the 70:20:10 model,

practically demonstrated. The popularity of the classroom

based on the thought that individuals gain 70 per cent of

environment however is decreasing quite rapidly and there

their knowledge from job related experiences, 20 per cent

are many reasons for this.

from interaction with others and 10 per cent from formal

The advancement of technology has created flexibility

training. The arrival of the internet, online and smart

for those wishing to develop; we are able to choose a

learning has altered the views of this model and it is now

course and work on it at our own pace, to be slotted into

felt that this doesn’t reflect the fast growing emphasis on

our busy lives, which is where online learning comes in. The

informal learning.

online method of learning puts less pressure on learners, there are no feelings of inadequacy when fellow learners move ahead — we all absorb information at different rates especially if we are having to translate lectures into a different language.

Online learning is also very cost effective. This is especially so for an individual as it means there are no textbook costs, no travel costs or no childcare costs.

Corporates can save money too as up to 50 per cent of training costs can be cut using online methods of training.

Add the fact that retention of information by learners using online methods can be up to 70 per cent (as opposed to 20 per cent in a classroom environment) you can see why online learning is causing so much interest.

Many beauty, spa and wellness brands are also taking the online approach. With minimal time available for trainers to get across product knowledge as well as the practical treatments, this kind of smart training offers a great back

Professional Beauty GCC February 2016

Sally Hewerdine is managing director of My Apptitude an online training app.

She has a long history in the spa and wellness industry, qualifying in CIDESCO, ITEC and IA beauty therapy in the Diana Carters School of Beauty in the UK. She has worked for many prestigious companies such as Steiner Maritime onboard luxury cruise liners and in several managerial roles in the UK. Turning her attention to training and development, she became a tutor at the Heart of England Academy where she worked with less advantaged adults to secure them qualifications in City and Guilds. Hewerdine moved to Dubai in 2005 and implemented the first spa management course in the Middle East for Cleopatra’s Spa Training Academy. Sally has a passion for writing, is the author of Driving Retail and has had articles published in several magazines.

business tips

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I want to open a second salon. What should I consider when choosing a location?

T

he

pre-

market. You need to make sure the location you decide on

determined by a few essentials: the amount

location

itself

will

be

largely

reflects this. For example, if your product is set at a

of funding you have, the size of the salon you

premium price, your salon will need to be located in an

want, local competition and any regulations

affluent area. Another thing to consider is whether it

for building and renovating property space.

would be best to be close to where your potential clients

The first thing to take into account would be where the

work or near their homes? Most salons draw their

first site is situated. I find that the most effective way to

customers from within a five-mile radius, so speak with

create solid brand awareness is by opening outlets in

local businesses and listen to their thoughts on local and

close proximity to each other.

passing trade. Doing your market research here is

When investigating locations, refer back to the start of your business plan and remind yourself of your target

absolutely vital to ensure that the right location is selected.

Ian Fuhr is chief executive of the Sorbet group, which operates 143 salons in South Africa and two in London. He founded the company in 2005 and his book, Get That Feeling , was published in 2014.

Professional Beauty GCC February 2016

EX C

OM

E CONTENT SIV FR LU

HJ : UK

En

Vogue

Everyday looks that ooze beauty and flair

Up,up and away Three pretty updos

43

38-41

Shine a Light

47-50 Stand in the spotlight for maximum exposure

Hair maintenance masterplan

44-45 Discuss a timeline with your clients

Note from the Editor Welcome to the first issue of HJ in PBGCC – bringing you inspiration, imagery and innovation from the home of hairdressing, the UK. HJ is the leading magazine for the professional industry and is written to inspire today’s hairdresser. Every month we feature exclusive collections, the latest trends and techniques, guidance from business experts and advice from the most successful salon owners in the industry to ensure you and your team are the best you can be.

Hairdressing is a hugely rewarding career – who else can make their clients look and feel better about themselves in just one hour? Keeping ahead of the fashions and offering the latest cuts and colours is one aspect of the hairdresser’s role, but you also need great communication and listening skills and but if you manage a business you’ll need the ability to motivate a team, deal with HR issues and market your services.

The next 16 pages are a snapshot of this incredible industry with beautiful collections, advice for boosting your business and simple steps to create stunning looks but if you want to see this brought to life, make sure you visit the HJ Stage at the PBGCC exhibition on 1-2 February at The Meydan, Dubai where teams will be presenting on a brand new HJ Stage. Award winning UK stylists Jamilla Paul, Angelo Vallillo and Tracey Devine-Smith will all be presenting alongside local talented teams — what better way to learn new techniques and network with your peers!

Ruth Hunsley HJ UK Editor

Hair: Errol Douglas at Errol Douglas Salon, London Make-up: Kylie O’Toole Styling: Leticia Dare Photograph: Andrew O’Toole february 2016

37

En

Vogue Everyday looks that ooze beauty and flair

38

february 2016

“I wanted to create mesmerising styles for my collection, featuring textured hair that is beautifully undone.�

Sharon Malcolm

february 2016

39

f t y w i

See our iPad edition for inspiring extras

Hair: Sharon Malcolm at Sharon Malcolm Hairdressing, Newtownards, Co Down, Northern Ireland Make-up: Maddie Austin Styling: Clare Frith Photographs: Jack Eames

40

february 2016

EX CL

M

NTENT FR E CO O IV US

HJ : UK february 2016

41

Away take three

up, up and

Andrew Barton, salon creative director in Urban Retreat at Harrods, London, talks through three pretty updo’s from their Couture Styling & Cocktail Bar menu

All of the styling starts from either a freshly blow-dried head of hair or clean dry hair.

Kir Royal • Gently backbrush the hair then using your fingers rake the hair away from the face and pull back into a loose ponytail at the nape.

• Gently backbrush the tail of the pony then brush over the surface of the tail and twist the hair into a bun shape.

• The shape can be exaggerated in style and size by splitting the hair into two halves and dressing around each other, by adding extensions for more hair or by using a bun ring and dressing the hair around the padding.

Cosmopolitan

French 45

• S tart by taking a deep side parting.

•T ake a 3˝ section on one side of the parting.

Divide this into three smaller sections and plait the hair.

•C ontinue to gently plait the hair around the head shape to an area behind the ear.

•L eave out the hair at the back and secure the plait with a band.

•R epeat on the opposite side and intertwine the two plaited tails together and pin into the loose hair at the back.

•G ently backbrush the loose hair and dress into the nape of the neck and secure with hair grips.

• Draw a section at the fringe area about 2˝ wide.

Lift the hair straight up and backbrush from the roots to the tips. Repeat behind this first section and continue all the way down to the nape.

• With all the hair backbrushed from the front to the back, continue the same process down both sides of the head.

• Then, gently brush over the surface of the hair to smooth but do not lose the volumised effect.

• Brush all the hair from one side of the head to the opposite and secure in a line down the middle of the head with hair grips. Criss-cross the grips to create the shape, then dress the hair from the other side over the head to the middle and turn over, securing the hair into a pleat effect.

• The size of the pleat will depend on the hair’s texture, length and the desired look. Allow some tendrils to fall free around the face.

february 2016

43

Hair A

single appointment doesn’t always spell instant gratification.

For clients wanting to go on a ‘journey’ with their hair, the successful outcome of a work in progress demands patience and a master plan.

44

february 2016

Steven Smart

No two heads are the same, but discussing a timeline gives both you and your client a shared goal for the weeks and months ahead and ensures you’ll see a lot more of each other

Leisa Stafford

maintenance

Scenario: Short to shoulder length

Scenario: Long to short

Expert: Steven Smart, Smart:Est 73 Hair Salon, Weston-super-Mare Timeline: 6-12 months Master plan: Patience should be your philosophy if your client’s rejected the extensions option.

Initially there are few changes to be made. It’s a case of monitoring and managing the new look, making suggestions at each appointment. I usually lengthen the gap between appointments, striking a balance that it’s not so long that I’m not losing too much revenue and the style’s losing too much shape. Encouraging the client to experiment with new-found length is also important.

Share simple techniques, such as tucking hair behind the ears to create an illusion of extra length.

Colour’s a fantastic way of changing clients’ feeling towards that awkward mid-stage. If they want more texture, panels of different shade levels deliver. If a client comes in mid-way through the growth period and says, ‘Cut it off !’ I’ll cut it back a little, but not short. They love the liberation of slightly less hair, but have already scaled the obstacle of growing it in the first place. By the next appointment we’re usually back on track.

Expert: Paul Stafford, Stafford Hair, Belfast, Northern Ireland Timeline: Six months of subtle steps Master plan: Show the client some ideas of the eventual result, but advise that the final haircut should still be a big ‘reveal’. The hardest part is losing the length, so offer them reassurance that a new mid-length style will look younger, edgier and more flattering. Eight weeks after introducing them to shorter lengths is a good time to introduce them to colour to keep the momentum going. It doesn’t have to be an all-over tone, subtle lowlights or splashes of colour through the fringe will get them excited about what’s to come! Start to talk about texture and introduce some stronger features, for example shaping the back more so it emphasises the neck line and creates a more elegant silhouette. Fast forward another eight weeks and that cute little undercut or pixie shape finally comes to life. Taking the time to ease your client into the mindset of her new look is as important as your skills in cutting it. Show the versatility of the new shape, making the finish as beautiful as possible.

plan ahead

Schwarzkopf Professional

Jason Collier

Vivienne Mackinder

master plan

Scenario: Lighter for summer

Scenario: Summer bride

Scenario: Growing out a fringe

Expert: Kym Wyser, Wella Master Colourist, Medusa, Edinburgh Timeline: Three months Master plan: When we have the luxury of time instead of that sudden in-the-chair snap decision, my first move is to work on the condition.

I always prescribe at least one in-salon treatment, more if the hair is damaged. I encourage the use of a professional deep conditioner at home every fourth or fifth shampoo to improve elasticity. For the actual colour, moving lighter is always better for the hair when done incrementally, so I schedule in three appointments to build towards the shade and coverage required.

It also gives the client time to live with her new colour. She may find she prefers a more subtle shade and has the option to call a halt whenever she wants. This helps build confidence in your expertise. If she’s keen, I’ll get her back in between colour appointments for more in-salon conditioning treatments. Finally, good homecare advice is essential and I always talk through the best seasonal haircare solution at each appointment.

Expert: Alison Stewart, Alison Stewart Hairdressing, Fife Timeline: At least three months Master plan: Too early in the planning process and changing trends or chronic indecisiveness can lead to second-guessing and make the client stress out. I’d recommend suggesting she has a night out on the evening of her first trial to make sure the style doesn’t fall out or annoy her to see if she actually likes the style. Instruct the client to wash and dry her hair before her appointment to avoid spending the majority of her trial blow-drying. Also ask her to wear make-up or even try to schedule in the make-up trial before the hair trial, to be sure she gets used to her look. With two weeks to go, any colour enrichment or highlights should be scheduled. For the more hesitant client or colour virgin fighting shy of a dramatic change, a good way to enhance the hair’s natural colour would be to suggest using a semi-permanent. As a consequence, come the big day your client can sit back and relax in the knowledge she looks like a stunning version of herself.

Expert: Gemma Hensman, Hensmans, Northampton Timeline: Three-four months depending on the start length Master plan: Fringes are one of the hardest things to grow out but one of the quickest ways to update and change a hairstyle.

However, when it comes to growing it out you need patience and virtue! Growing out a fringe with a bang relies on getting to grips with how it’s worn. Pinned to the side or parted in the middle will help ease the pain your client’s feeling. In fact partings can become your client’s new BFF as they can play with placement and change the way their hair looks. Thinning scissors remove weight and make the fringe much easier to part and push over to the side in flattering wing shapes. Creating some fringe friendly updos for her that can be recreated at home will give your client confidence.

february 2016

45

Shine

A LIGHT Stand in the spotlight for maximum exposure

february 2016

47

“I took inspiration from light, reflective textures and light prisms to showcase colour and a wide range of textures.�

James Whyte

february 2016

49

Hair: James Whyte and Tom Wright at Soul Hair, Chester Styling: Desiree Lederer Photographs: Andrew O’Toole

february 2016

50

OfďŹ cial distributor of Nashi Argan Brand in the GCC Region

hair opinion

professionalbeauty.ae

53

It’s a goal!

Setting goals for your business at the beginning of the year has never been as important as in these challenging times, says Maria Dowling

W

orldwide and regionally, it is a challenging time for businesses. However, by setting goals and anticipating such challenges, we can retain business and minimise the effects of a downturn.

Focusing your attention on your money and your assets, looking at budgeting for the year and reviewing your stock control systems is an essential part of running a beauty business. I’ve put together my top four tips for planning for the year ahead. Here’s to a successful first quarter!

1

Budget budget budget!

Creating an annual budget may seem like a large task so why not break it down to monthby-month, or even into weekly, budgets to make it a bit more palatable. Like any household budget, your aim every week is to spend less than your allocation, which allows you to safeguard yourself against any unexpected expenses or carry over money for months where you may fall short. I always work on my budgets for the following year in November, when I spend time looking at my past year’s figures to see what I’ve spent and where I’ve spent it. Of course, I check my figures every month and make readjustments where necessary so these figures aren’t too much of a surprise. Try to get a progress report at the end of every quarter so you know how the business has performed over the past few months. If you check the budgets every quarter, you can always readjust and tighten the reins in the following quarter to pull back on any overspend.

2

Control the stock and plan for the busy periods

Setting up a stock control system takes a lot of effort but once it is done, much of the hard work is over. Stocking up for the busy periods of the

year is an essential part of your plan. I have a calendar of events marked out on the system, so I know when to expect it to get busy and can stock up accordingly. I also insist on stocktaking on a quarterly basis to make sure we monitor what we’re selling out of and what isn’t moving, so we can take action. It is really important not to waste stock as expiry dates have a nasty habit of creeping up on you. Expired stock means wasted money! Stock shouldn’t stay on the shelves for too long. Your aim should be that if you have 30 days credit, it should be sold and out your door within those 30 days.

3

Know your products inside and out

4

Trend predictions

Stay true to your brand and make sure that the branding, posters and material fit your brand’s look and feel. Use professional high resolution images – this is really important when you’re blowing them up into large sizes.

Trends in hairstyles, colours, beauty treatments and products will change over the course of the year. Quite often, this region will follow Europe or the US in their beauty trends so look at what is hot further afield before predicting what is going to happen in our region.

By checking out the latest celebrity trend or catwalk style you can stay ahead of the competition, give clients up to the minute advice, and stock up on products, colours and treatments to suit.

Aside from worldwide trends, keep an eye on what is different in your salon. Perhaps a new member of staff prefers to use an alternative product. A new colour launch may mean a decrease in another colour. A new product may be superior to an older, previously popular product. All these differentiators may mean you are left with surplus stock very quickly.

Maria Dowling is creative director at mariadowling salon and has been a colourist for more than 20 years. For more information call: +971 4 345 42 25.

Professional Beauty GCC February 2016

Interview

professionalbeauty.ae

55

Method acting

Rossano Ferretti, dubbed the world’s most luxurious hairdresser, is bringing his revolutionary method to the UAE. We learn why

W

ith a personal session with Rossano costing around 5,000AED, it’s no surprise that the globally-renowned Italian hairstylist has an A-list clientele that includes Lady Gaga, Jennifer Lawrence, Kate and Pippa Middleton, Salma Hayek, Linda Evangelista, Christy Turlington, and Kate Moss.

Rossano, alongside his sister Lorenza, his creative director, invented “The Method” a personalised approach that gives clients a completely bespoke hair cut which considers the lifesyle of each client.

Although he is only offering personal appointments for VIPs, now UAE residents can undergo the Ferretti experience in the hands of his highly trained staff as he launches two salons – one next to the Four Seasons in Dubai next month (March) and one in Abu Dhabi (location TBC) in summer. We catch up the man himself on his recent Dubai visit.

Why is now the right time to launch in the UAE? Because we have the perfect legitimacy as a brand to be here. We are world-renowned and we want people in this market to recognise that our salons are the place to be. Rossano Ferretti is the most luxurious hair brand in the world; this is the perfect market for us. We now also have the ideal partnership to launch with and locations that will work. We believe our salons will become leading destinations for both locals and world-travellers in the UAE. This place is a melting pot and all of these things combined made us come to the decision to bring the brand here!

Can you explain more about “The Method” and the philosophy behind your brand?

that I shared with my sister Lorenza with traditional hairdressing. We wanted to enhance every woman’s unique beauty, speaking a language of elegance, naturalness and uniqueness. Through hard work and passion, we succeeded in becoming the figureheads for natural, personalised beauty, creating a revolution in the way we understand and communicate beauty, the way we understand hairstyles. We told women, “enjoy your hair!”

Will you personally be appointments to UAE residents?

offering

The same rule will apply here [the UAE] as internationally, I will only offer appointments on incredibly special occasions, through request!

Tell us more about how you select and train your staff.

We receive CVs from all over the world every week!

So we go through the CVs and then we have a Skype call with the senior members of the team. If we like an applicant, we will fly them over to Parma, Italy, and my sister will create a day to test their skills. It is also important to try to understand candidates’ passion and their heart, because without a big heart and a phenomenal passion you cannot be in this industry.

Staff will then undergo intensive training in Parma [Ferretti’s hometown] to learn The Method.

What has been the greatest achievement of your career?

My greatest career achievement has been to revolutionise the hair industry. My global experience has transformed the way we think about hair; the hair system, the use of colour, the client journey, how we teach, communicate and educate about beauty and the way that we can understand women all around the world. Put this all together you have my greatest achievement. PB

The Method was born out of the dissatisfaction

Professional Beauty GCC February 2016

Contrary to most popular skin care regimen, Heaven seeks not to add more oil, but more moisture, which plumps out skin cells, making the complexion more lustrous and youthful.

Heaven’s unique skin care approach has now been proven many times over to help skin conditions such as Psoriasis, Eczema, Acne, Oily and Blemished skin.

BECOME PART OF A NATURAL BEAUTY REVOLUTION & LET YOUR BUSINESS DELIVER REAL RESULTS. THE NUMBER 1 NATURAL SKINCARE RANGE WITH BEE VENOM. WITH HEAVEN, YOU CAN REALISE YOUR CLIENTS DEMANDS, NATURALLY, HEALTHILY & HAPPILY RADIATING BEAUTY.

Training available in all Heaven Treatments and London Lash & Brow by Heaven.

Visit our TRADE page and find out if there is anyone in your area or contact: E | lindsay.robinson@heavenskincare.com T | + 971 4 278 5145

thermal focus: trends

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59

Hot

right now

Nora Elias looks at the trends defining one of the most important spaces in a spa: the thermal area

E

ntirely understandably, trends in thermal features and facilities don’t move nearly as fast as within some other areas in the spa and beauty sector. While it’s completely feasible to add new nail polish colours to the range you offer on a seasonal basis, no spa could be expected to, or would want to, update its wet area every season, or even every year. That does not, however, mean there are no changes or trends in the thermal facilities customers look for a spa to provide, the reasons they want them, and the ways in which they use them.

One recent change is the increased emphasis spa-goers now place on the health benefits of saunas, steam rooms and other thermal features. While there has always been a general perception among consumers that heat and

water experiences are good for you, customers now prioritise this aspect to a greater extent than in the past. “The trend is towards thermal areas that not only offer a unique wellness experience but also a strong health benefit for the guest,” says Schletterer founder and chief executive Heinz Schletterer. “Guests today are increasingly looking for those health experiences.”

Adrian Egger, managing director of Thermarium, agrees.

“Guests not only want to relax, they also want to improve their health and wellbeing,” he says. Schletterer cites “mineral steam baths, serail mud baths, herbal steam baths and sensory rooms” among the features that deliver the desired health benefits. Cheryl Hanna, spa sales manager at Barr and Wray, says more and more spas are now installing snow cabins, a development she, in part, attributes to prioritising health benefits.

Professional Beauty GCC February 2016

GCC

For your beauty, hair and spa business November 2014

For your beauty, hair and spa business

Getting noticed

How to wow potential employers

Scent of success

Aromatherapy to boost your business

GCC

GCC

Lights, camera, action!

Creating a successful hair shoot

art attack

Top nails techs get creative in our nail art special

Read the latest issue online at www.professionalbeauty.ae To guarantee the print edition to your door each month, subscribe for just AED125 per year.

A year subscription guarantees 10 printed issues + the buyers guide.

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thermal focus: trends

61

Health habits “We have seen snow cabins used in the Middle East for quite a while but people are now also starting to add them in climates where you would least expect it, such as Austria and the UK,” she says, adding that “it’s all about what a snow cabin can do for your wellbeing; for your skin and your blood vessels. People are starting to consider it as an experience that can enhance your wellbeing, rather than just a cabin that’s full of snow.”

The interest in thermal areas as a source not just of relaxation, but also of wellbeing will, Egger believes, continue to gather pace in the future – alongside the industry-wide trend for wellness.

The focus on health and wellbeing can, Egger adds, lead to a streamlining of the thermal features a spa needs to offer, rather than the increase you might expect. “I like to call it back to the roots, because the focus is going back to the sauna, steam room and biosauna,” he says. “It’s not like 10 years ago when you might have had five, six or seven different thermal cabins, that’s not necessary anymore. You don’t need to have a huge amount of facilities now; people are just looking for cabins that are healthy, effective and have some research behind them.”

back to snow cabins as an example of this.

Kathryn Moore, group director of spa Asia at spa consultancy and operator MSpa, agrees that clients are now looking for something a little more unusual. “Spa goers have become more adventurous and more willing to try different facilities,” she says. “In the past, most guests were used to [just] saunas and steam rooms, but now they’re willing to try hammams, rhassouls, plunge pools and Kneipp walks.” Patrick Pfeifer, managing director of the spa division at Klafs, says the company

Prioritising privacy The focus on health benefits goes hand in hand with another development, a growing interest in the natural and nature-based aspects of thermal features. “People are going back to the natural roots of saunas and steam rooms and wanting to incorporate herbs and spices,” Hanna says. “They’re going back to having plants in the heat cabins and placing bowls of herbs over the stove in the sauna, rather than use an essence.” The reason, she explains, is that this appeals to end-users. “Spa-goers like the idea of going down the natural route and if they go into a sauna and there is actual lavender sitting over the stove, they are attracted to that.”

A key trend when it comes thermal areas – and the spa market as a whole – is that it now takes more to stand out from the competition. “The trend for offering exceptional facilities is ongoing,” says Esa Ranta, the new owner of Haslauer. “There has been an explosion in the number of [spas] and wellness hotels and they all have the same target – to provide their customers with the outmost relaxation. So you have to have a USP.” Hanna agrees, commenting that “people are looking for more than the standard sauna or steam room now; they’re looking for a third cabin that offers something a bit quirkier, something that not everyone has,” referring

Professional Beauty GCC February 2016

thermal focus: trends

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63 has also seen a noticeable increase in the demand for private cabins and spaces.

“We’re seeing a wish for more privacy, even in regions where it’s always been absolutely normal to be naked in the sauna, which is why private spa suites in hotels have become so popular,” he says. Ingo Schweder, chief executive of spa consultancy and management company Goco Hospitality, has similarly picked up on a growing demand for private thermal facilities. “I have seen a trend towards including private heat and thermal experiences in spa suites, which can be used by couples as part of a programme or before or after their treatments,” he says.

However, Pfeifer adds that Klafs has also noticed a trend for the complete opposite. “We have also seen a trend for huge saunas that are used as event areas, where up to 100 people celebrate different sauna infusions together,” he says.

“People are looking for more than the standard sauna or steam room now, they’re looking for a third cabin that offers something a bit quirkier, something that not everyone has”

The great outdoors More and more spas have begun expanding outdoors, a development that includes thermal areas. “A lot of spas, whether small or large, are starting to consider using their outdoor areas more, rather than keeping it all contained inside,” Hanna says. “That’s something we’re seeing in many concepts these days, taking the clients outside.” As Ranta points out, not all spas have outdoor space at their disposal, but this is not necessarily a deterrent to incorporating nature into the thermal area. “The outdoor concept will continue to grow, because when we think of relaxation, we also think of nature,” he says. “If you don’t have outdoor space, you can instead create this feeling inside; with aromas, light, music and special interiors.” The interest in making the outdoors part of the thermal area, or vice versa, is also a trend Pfeiffer has noticed. “There is a trend for transparency, which includes providing guests with a nature experience, for example windows with an amazing view onto the landscape around the spa,” he says. “Spas are also featuring prints of nature [indoors].”

With thermal areas being costly both to install and operate, energy-saving solutions are also on the agenda. “Energy savings is one of the trends that will command the market in the next few years,” Schletterer says. “Heating a sauna can require four to six times the energy of heating a single-family house but new technologies can save a huge amount, up to 40 per cent of energy costs, for spa operators.” Backing this up, Pfeifer says: “Sustainability is a mega trend, with lots of different benefits, for the environment, as well as for spas and clients. At Klafs, we’re seeing a growing interest in our Green Sauna and Green Steam, both of which are energy saving."

Professional Beauty GCC February 2016

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“The trend is towards thermal areas that not only offer a unique wellness experience but also a strong health benefit for the guest” Taking on board trends With the level of investment a thermal area requires meaning that, once one has been created, you’re unlikely to be making amendments to it for some time, it’s important to know which trends to embrace – and which to leave. “The key is understanding your market and knowing what they want,” Moore says. “If you feel your clientele will use a particular piece of equipment, then do the ROI and see whether it’s worth the investment.”

Ingo Schweder, chief executive of Goco Hospitality, reinforces, and elaborates on, this. “Operators should understand their target market and build accordingly,” he says. “Every spa should start with the more traditional heat and water experiences, as their benefits have been documented and people have been using them for many years; these are units that will not go out of fashion.” When it comes to new favourites these should, he continues, be approached with a level of caution. “Operators should analyse the benefits of new trends and then decide whether or not to implement them,” he explains. “I cannot stress enough how important it is to understand one’s target market, and build a spa for them.”

Ranta emphasises that while you should not jump on the bandwagon of every trend that comes along, it’s essential to grow and develop as the market does. “Since competition is so strong, you cannot allow yourself to stand still,” he says. “It’s not so much about incorporating every single trend but about listening carefully to what your customers want,” he adds. “If you have certain facilities that people are starting to use less, it’s time to rethink your strategy – and sometimes a thoughtful investment is the only solution."

Hanna agrees that following a trend could be a waste of time and money if it’s not the right move for your market and your clientele. “You might see a 10-person ice cave in a magazine and think ‘oh, that looks fab, I’m putting it into my spa,’ but if it’s not suited to your clientele, then you’ll be wasting your money,” she says.

“There’s a lot to consider.”

In spite of this, there is usually a “must have” thermal feature of the moment. A few years ago it was the hammam, always, of course, popular in the Middle East, and still a favourite around the world. The new on-trend thermal feature is, however, the Russian banya. We’ll have to wait and see which thermal feature everyone’s talking about this time next year. PB

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Beauty with a difference at Sharjah Ladies Club Ana Ledinski, spa and beauty consultant for Sharjah Ladies Club, explains how commitment to high quality products and treatments and unrivalled levels of customer services is driving its ever-increasing success Tell us about Orchid Beauty Boutique at Sharjah Ladies Club?

The Orchid Beauty Boutique is part of Sharjah Ladies Club, which is one of the government organisations of the Supreme Council for Family Affairs, run under the patronage of The Wife of the Ruler of Sharjah, Her Highness Sheikha Jawaher bint Mohammed Al Qasimi, Chairperson of the Supreme Council for Family Affairs, Chairperson of Sharjah Ladies Club.

Since its establishment in 1982, the Club has been dedicated to providing leisurely and educational facilities and activities to women and children. In addition to providing excellent customer service, the Club is equipped with a wide range of facilities, due to which it has earned a deserving reputation in the Middle East.

Orchid Beauty Boutique opened in 2007 and has created a unique environment to deliver service excellence and interior sophistication. The boutique offers high-end brands and products that care for hair, nails and skin and we have an experienced team of beauty professionals who provide top-notch services.

Her Excellency Sheikha Bodour bint Sultan Al Qasimi, Chairperson of Sharjah Investment and Development Authority – Shurooq, Deputy Chairperson of Sharjah Ladies Club (SLC) created the salon with a chic boutique theme to bring a new style of salon to Sharjah.

Beauty, radiance and elegance are the overall design

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concepts of Orchid Beauty Boutique. It’s a modernised and sophisticated beauty salon, the interior ambiance is inspired by orchids and this is reflected in the salon’s colours of fuchsia, white and silver. The furniture and equipment is laid out to optimise the space and without sacrificing the convenience of guests. Furniture colours have also been carefully selected in keeping with the salon’s identity.

We are offering hair treatments and we have a nail bar, a tea bar, a waxing area, a make-up area - everything in one place.

What differentiates your salon from others?

Orchid Beauty Boutique is servicing up to 90 clients daily and is open for members and non-members.

Being part of the prestigious Sharjah Ladies Club, guests visiting Orchid Beauty Boutique can benefit not only from the facilities offered by the salon but also from the ones available in the Club. When entering the beautiful grounds of the Club, guests immediately feel welcome, secure and relaxed, this encourages them to experience all the existing services at this ‘‘all-in-one destination’’, designed exclusively for female visitors.

With the emphasis on luxury treatments and five-star facilities, a multi-million investment programme has created greater space for our members, non-members and their children to enjoy.

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Orchid Beauty Boutique is different to other beauty salons as from the welcoming smile of our trained beauty therapist and her individualised assessment of a client’s scalp, hair style and face shape, the experience of Orchid Beauty Boutique is one that clients wish to repeat, time after time. Clients’ scalp and hair type is assessed and recommended products applied before the technician begins to work her own unique magic to create a new, stylish look for them. Hair is a woman’s crowning glory and we understand that at Orchid from our internationally renowned high quality brand products to our high quality customer services.

Having a colourful Orchid menu, the treatments available in the salon differentiate us from our competitors in many ways: the products used during the treatments, friendly beauty therapists, tailor-made treatments, the high-end quality products available in the hair, nails and wax sections, the clean treatment rooms, the welcoming atmosphere, great music played, fruity and floral scents upon entering the salon, the lighting, and many others factors, make the entire experience a signature one.

I’ve found in my many years of working in this field that excellent training, leadership skills, staff recognition, the ability to get to the heart of a client’s needs through constant research and developing new bespoke spa experiences is the recipe for a successful and harmonious salon and spa experience.

We also pay special attention during the recruitment process; qualifications are not the only important part, team members should have a professional attitude with clients, colleagues, the working place and a general sense of belonging. To support our colleagues, we facilitate their day-to-day work in many ways; we set up standard operating procedures and guidelines for all staff and treatment procedures, and through our daycare facility we enable them to have their children close by during working hours. We believe that creating an organised, relaxed, secure, home-like atmosphere for both clients and colleagues will help us improve our salon standard, reputation, quality of service and make all involved parties happy.

Driven by high quality standards, Orchid strives to be the best salon in the region. To achieve this target Orchid organises regular training for all staff members.

Every month staff has the opportunity to participate in several internal customer care and treatment procedure product trainings. Every second month Orchid offers training conducted by our main product distributors such as the brilliant, informative and creative Claude Al Hacheche from Goldwell, making sure that all service provider staff understand the clients and their individual, physical and emotional needs.

colours; they are very distinguished, cover 100 per cent of grey hair, provide amazing shine and are very long lasting. What also makes it so special is the mixing of the colours; since Goldwell colours come in a depot can and not just a regular tube this makes the hairdresser’s life a lot easier. The cans are more accurate and five times faster than working with a tube, and of course Goldwell has a full portfolio that provides a salon with everything they need in a haircare brand.

Goldwell is your main brand in the salon, can you tell us more about why With your extensive experience, what you selected it? do you believe are the most important We choose Goldwell because of the high quality and the factors in creating a successful salon? new technology that the brand offers, especially with its

Can you tell us about the new Goldwell treatment you are introducing?

We will be launching Kerasilk soon. Kerasilk is a premium treatment range customised to clients’ needs. What I like the most about Kerasilk is that is composed of only four treatments, it’s a compact range but very efficient in result. We have Kerasilk Control, this is a keratin treatment that lasts between three to five months. It is formalahyde free, so there is no smell and no smoke, it reconstructs hair and is a long lasting treatment that can transform dry and damaged hair into perfectly supple and healthy looking hair for up to 10 washes. Then we have Kerasilk Repower and this has two lines: the volume treatment that lasts up to 10 washes and the hair loss treatment. For clients who colour their hair, we have the Kerasilk Color that has keratin and tamanu oil as the main ingredients.

We are very excited to have the Kerasilk range in our salon, as we will be able to offer more premium treatments to our clients.

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One-stop shop As H2E2 launches at the Professional Beauty GCC exhibition, we catch up with the team behind the innovative wellness and beauty solutions consultancy and learn how it aims to change the face of our industry How was the idea for this new venture conceived?

The idea of H2E2 came out of a real life scenario, when our managing director’s wife decided to start her own spa and salon. This initiative proved a very challenging journey that led to our managing director, Iyad Abdalrahim, asking the logical question; “Isn’t there a one-stop-shop wellness or beauty consultancy firm that can encapsulate all the components and expertise to make this dream become a reality”?

This was the moment H2E2 idea was conceived.

H2E2 was born from a first-hand understanding of how fragmented the different elements involved in setting up a beauty or a wellness investment can be. In response, we have created a one-stop shop for beauty or wellness service providers where they can access all the help and services they need under one roof.

What services does H2E2 offer?

H2E2 delivers a holistic range of consultancy services

Iyad Abdalrahim

Founder and managing director Abdalrahim is a leading name in the hospitality, real estate and construction industry, handling leading executive and board positions within large corporates in the region.

Abdalrahim has served as a board member, chief executive officer and chief financial officer in major regional corporations in the GCC, MENA, Asia, Europe and the USA. His long span of experience includes roles within DEPA Ltd, Standard Chartered Bank, Dubai Properties Group, Arab Bank, Arabtec Holding and JWICO, among others.

He is also a founder/co-founder of corporates within the hotel industry, real estate development sector, well-being and beauty industry, hospitality and tourism.

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dedicated to any investor with a vision of starting a beauty or wellness project. This breadth of our services spans pre-opening, post-opening and operation management solutions.

H2E2 considers itself a trusted partner for its clients as we take their hand through the entire journey of establishing and running a successful beauty or wellness investment.

H2E2 will also offer an innovative e-business platform to its partners, that will unite the main three components of any business – the customer, service provider and supplier.

This platform allows spa and salon customers to search, reach, book, rate and review any existing service provider.

Service providers will be able to reach a wider customer base, promote special offers and connect with reputable suppliers to enrich their range or benefit from introducing internationally-recognised brands in their beauty or wellness establishment. Simultaneously, suppliers can offer beauty or wellness service providers a wider variety of products and brands and benefit from the facility to reach the end user directly.

Maria Antonela Axinte

Co-founder and head of wellness consultancy management Axinte has worked in the wellness industry for the past 15 years. She has developed expertise and indepth knowledge of spa facilities management through her work within a range of well-established international hotels including Starwood and Rotana and also within individual five-star facilities such as the Paris gallery spa and the state-of-art Heart & Soul spa at Al-Barari, Dubai.

Axinte is a constant presence at industry events, conferences and forums such as the Hotelier Middle East and Hotelier Spa and Wellness Forum where she was part of the advisory panel for the 2016 edition.

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Tell us about the team behind H2E2 and the team member’s previous experience.

The management team possess a combined 60 years of experience, allowing H2E2 to provide a unique and effective holistic beauty and wellness solution. Our team is rich in experience and knowledge ensuring the reflection of the client’s vision on the sustainability of the investment.

Why is now a good time to launch and why did you choose to launch at the Professional Beauty GCC exhibition?

What is your USP?

Our unique selling point is, and will always be, the fact that we are one of the few holistic and full-circle consultancy firms within the beauty and wellness industry. We are partners with our customers from the moment their investment idea is conceived till the day it becomes a reality and beyond. We will always ensure that our customers are gaining the best return from their investment. PB

Now is always the right time to start and we couldn’t find a better platform to broadcast our message within the professional beauty and wellness industry than through PBGCC. We hope to become a constant, active member of this event. As the platinum sponsor we support its aim to bring value into the industry.

Fady Tawfik

Gamal Ghazy

Tawfik has more than 10 years experience in e-commerce business development, supply chain management, strategic planning, market penetration, brand management, and operations management across the MENA region.

He specialises in establishing new businesses by developing go-to-market solutions and preparing B2B alliance strategies. His will bring his expertise in conceptualisation as well as implementing strategy and steering operations throughout the region to H2E2 clients.

With more than 15 years experience in business technology, Ghazy is a keen believer in applying the right level of automation to business. He has successfully led the implementation of systems across varied industries including hospitality, healthcare, property management, construction, and legislative organisations.

Ghazy promises to assist H2E2’s clients by curating the perfect mix of technology and processes to help companies maximise H2E2’s valued customer experience and ensure smooth operations in the back office.

Co-founder and head of business operations

Co-founder and head of innovation

H2E2 is the platinum sponsor of the Professional Spa and Wellness Convention. For more information on H2E2 call +971 504 41 98 81, email info@h2e2.net or visit www.h2e2.net

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Nailing it For your nail business to be successful you must create a complete and unforgettable experience for your customer from the minute they walk through your doors to the minute they leave, writes Sonette van Rensburg

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hy should a client visit your salon as opposed to any other, especially with so many salons available to choose from? It’s all about accommodating a client’s needs; everyone is different and has their own specific needs and reasons why they choose one salon over another.

Clients might opt for convenience, or outstanding treatments on offer, or the technician’s expertise, or excellent client care and service. Maintaining all these on a regular and ongoing basis can be challenging, but could, ultimately, be the reason for retaining or losing a client.

You may have excellent nail technicians who perform amazing treatments but if your client care and service is not the best, clients may not continue to support

you. Remember that paying attention to detail in every aspect of your business can go a long way.

Creating the complete experience

You need to ensure that there is a distinct point of difference that will attract clients to your salon. This point of difference should be experienced by your clients, not only in the result of their treatments, but also in the way that clients are treated by your staff. If you can get your client care and service spot on, you are well on your way to success.

Your nail professionals should develop relationships with your clients – these could be short-term and others more long-term. Once a client gains the utmost trust in you and what you do, the relationship could go on for years.

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Clients have high expectations and will differ from one to another in terms of requirements. No matter what your client’s needs, or what type of service she is having, or the length of time she is spending with you, she still deserves the best service and care.

Consultation

So many salons don’t realise the importance of consultation and how it contributes towards a client’s overall experience. Everyone likes to be treated as an individual and to know that you are interested in them as a person. The goal of any consultation is to “custom-service” every client, through a thorough diagnosis of the client’s individual needs, and then to build the appropriate and personalised treatment plan for them.

Consultation is also the first step to opening a sale and recommending a good home care programme.

Consultation can assist in the following ways: • To put the client at ease • To build a trusting relationship with the client • To establish the needs of the client and whether these differ from what he/she wants • To ensure the suitability of the client for a treatment • To make sure that the client understands his/her commitment to the treatment • To agree on a suitable treatment plan for the client •To discuss all options available to the client (ie. products and type of treatment) • To answer any questions the client may have • To agree on correct home care and the products needed to carry it out If possible it is advisable to carry out the evaluation and consultation when the client makes an appointment.

This saves time during the actual appointment as it prepares the technician and educates your client prior to the time.

Consultation manages the client’s expectations to determine what needs to be done, and prevents any surprises should she require additional treatments to ensure complete customer satisfaction.

Communication

Good communication skills are vital in order to ensure a good relationship between yourself, your colleagues and your clients; it also conveys your professionalism.

Your staff will be communicating with the client continuously in many different ways, from the time they arrive until the time they leave. It takes two to communicate and it can help you to understand your client’s needs and accommodate them in the best and most professional way possible.

I believe that the ability to communicate effectively with clients is probably one of the most important abilities you will need to master in your profession, especially given that you will be dealing with many different types of personalities and temperaments.

Always communicate effectively, clearly and in a professional manner as it prevents misunderstandings, makes you look and sound more professional and assists you in giving your clients sound advice.

A nail business with an excellent reputation, which provides high standards of service and customer care, and which does not compromise quality, will most definitely be the most successful.

As is often said, the smallest things can make the biggest difference. PB

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Fun facts about nails Did you know that…

1. People have been manicuring their nails for more than 4,000 years, when nails were almond shaped, short and tinted with scented red oil and buffed with a chamois cloth. In Southern Babylonia, noblemen used solid gold tools to give themselves manicures and pedicures.

2. Nail polish can be traced back even further, originating in China in 3000 BC. According to a manuscript dating back to the Ming Dynasty, royal fingernails were painted in black and red, indicating social status. Egyptians also coloured their fingernails for this reason.

Military commanders in ancient Egypt and Rome painted their nails to match their lips before going into battle.

3. Cleopatra diligently followed regular beauty rituals, many of which are still being followed to this day and have since been adapted. She apparently filed her nails with a ruby stone and painted them in a deep red to show her high social standing. Cleopatra also bathed in milk and honey to keep her skin soft and hydrated.

4. In November 1917 an advertisement in Vogue warned: “Don't cut the cuticles! Dr WG Korony of Louisville, Kentucky, suggested to employ the simple method of home manicuring – requiring no tools.” To create a natural glow and shine, women buffed their nails with cake, paste or powder.

5. In the the early 1920s screen stars were known for a look that was almost childlike, with short hair and slender figures. Nails were still unpolished, but the development of automobile paint soon provided the basis for fingernail paint.

6. In 1925 nail polish entered the market in a sheer, rosy red shade and was applied only to the centre of the nail. The moon and the free edge were left colourless. Against all warnings, the cuticles were cut. Etiquette books of the time recommend that women should not be painting their nails with “garish colours”.

7. In 1950 many more nail colours came onto the scene and with them, a more delicate looking nail.

Nails went from pointed and dark to oval and pale.

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Marketing mastery Marketing expert Angie Petkovic on how to pitch your marketing at the right level for the clients and the results you are looking for

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mail marketing, direct mail, PR, creating and promoting loyalty schemes and the use of Instagram, Twitter, Facebook and other social media: the possibilities for marketing your business are endless. So how do you decide which channels are right for you and how much effort should you be putting into your marketing? There is no generic right or wrong level to commit to when it comes to marketing, no magic wand you can wave to get it “just right”.

Instead, it’s about knowing your business. How much resource you have available for marketing does of course come in to it, but the most important aspect is knowing your customers and what they want from you. When I sit down with clients to establish what type of marketing they should be doing, why they should be doing it and how they should be implementing it, I initially focus on three things: budget, resource and need. When your marketing is good, you will get back more than you put in, but overstretching your budget or resources and delivering content and strategies that are not up to standard is likely to instead have the opposite effect.

The first thing to do is to identify a person or team qualified to handle your marketing and who can deliver

consistent, high quality content; either someone you employ or an external agency, as well as a monthly or quarterly spend you can comfortably cope with. Once you have this sussed, you can move on to identifying the businesses key marketing needs: identifying peak periods and quiet periods, examining the percentage of unfilled appointments each week, and so on. These statistics will help you identify who you need to attract: local residents to fill last-minute appointment slots or a higher percentage of visitors from further afield to help you fill available day spa spaces, for example. This will help define a strategy for your marketing.

Channel surfing

The resources and budget at your disposal will dictate how much marketing you can do, while an understanding of the needs of your business should be used to decide how to apply it. Possibly the biggest error in judgement I see, one I come across over and over again, is the desire to deliver marketing messages on every available platform, including new ones that don’t even have proven market penetration yet. This commonly only has a “master of none” outcome, with many of the platforms left neglected, underused and

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Successful marketing is not about appearing everywhere; it’s about delivering useful, relevant content consistently across the most applicable platforms. For example, Instagram can be a great way to showcase the work of your therapists: demonstrating manicures, pedicures and the latest beauty styles, but it requires upkeep with regular posts, every day, and is unlikely to help you fill last minute spots. Email marketing can be used to share news and updates about your business and feature special offers and can help generate future bookings. Twitter is great for filling empty same or nextday appointments, while direct mail is a fabulous way of securing advanced bookings and reminding customers that you are still around.

One key point I cannot stress enough is the importance of mapping out the customer journey for everything you do. Think about the step-by-step process you want to guide your customers through before, during and after their visit. For example, when it comes to email marketing, think about what you want to convey to clients and how regularly – once a month is probably about right – and how you want them to respond. For instance, are you hoping they book a spa day, sign up for a course of treatments, or just pop in for a one-off treatment? Regardless of which, make sure you include messages that encourage those actions.

Even if you get the desired action and the booking is made, that does not mean you can just leave clients to it after that. Think about the potential upselling your staff can do, to generate additional revenue from each person: for example a monthly added-value offer. You also need to think about the marketing message that will greet them on the day, when they arrive at the spa or salon, and the marketing they will encounter as or after they leave; encouraging them to come back again and again.

Your communications should have three priorities: brand awareness, sales and retention. It’s about working to gain potential customers, converting them, and then keeping them. At every stage, you should make sure your marketing has as much traceability as possible, allowing you to work out what is interesting to customers and effective in driving them to you. Too much marketing will either result in ineffective messaging with little uptake and interaction or a raft of customers that are not converted into regular clients.

Some of this will of course be trial and error, particularly if you haven’t got previous marketing experience or a dedicated marketing person on your team. But careful thought and rigorous planning will help ensure effectiveness, at every stage. Finally, don’t try to launch everything at once. If you’re unsure what will work, start with a single platform, get that working effectively and then add another. The content you post should also be different on each platform; otherwise there is no point in posting it.

“With good marketing, you will get back more than you put in, but overstretching your resources and delivering content that is not up to standard is likely to instead have the opposite effect”

Angie Petkovic highlights five top tips to help you achieve marketing success: 1. Identify your business’s needs: Knowing what you want and who you want to appeal to will help you shape your marketing strategy.

2. Choose your platforms cleverly: Don’t spread yourself too thinly by trying to master every type of marketing out there – it won’t work. Instead, figure out which formats are most relevant to your business and focus your time and resources on those.

3. Target the content to the platform: Instagram, Twitter and email are all great marketing tools, but they work in different ways and require different types of content, so don’t apply a one size fits all approach.

4. Keep the customer journey in mind: The experience you want your clients to have at the spa should always be a key part of the marketing message you put across.

5. Don’t stop at the door: Getting the client to the spa is not the end, just the beginning. The reception they receive on the day and the follow up that comes after are also crucial parts of the process.

Angie Petkovic is managing director of UK PR and marketing firm Apt PR, whose clients include spas and whose services range from branding, mystery shopping and design and print, to point of sale expertise, strategy input and event organisation. www.aptmarketing.co.uk

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Going for Glow

Two hair experiences and a rejuvenating facial are tested this month This month we tried…

The Gloss Salon and Academy experience The lowdown: Salon Educators recently rebranded and re-launched as Gloss Salon and Academy with perhaps the most notable sign of this transformation being its stylish new Dubai premises. Boasting a chic industrial interior inspired by New York’s Soho district, the salon is located in the lower level of the premises with the academy situated on the upper level. Carefully designed, the salon floor incorporates a wash area, treatment area, several styling stations, a consulting space featuring a large table for client and team meetings and a separate nail lounge. The upstairs area, meanwhile, has been designed to cater to training sessions that range in nature from practical, technical and visual, and will continue to offer high quality hairdressing education and City & Guilds qualifications. With such a strong commitment to education, it’s perhaps no surprise to discover that all the hairdressing staff working at Gloss are either qualified hairdressers or hairdressers in training. Treatments

utilise products from Goldwell, Kevin Murphy and Nashi for haircare and LCN for nail treatments.

PB says: I’ve headed to Gloss for a refresh of my highlights and a general colour touch up together with a trim to freshen up my hair. The salon interior and its sleek finish, not to mention the warm greeting from the reception staff, immediately impress me. My consultation is thorough and detailed and I explain that I had a keratin treatment in recent weeks, which is then factored into the products that are used for the washing, conditioning and styling – Kevin Murphy for its sulphate-free properties. The washing stage of my treatment use filtered water and is particularly relaxed, a reclining chair provides a massage as my hair is washed and conditioned. Service throughout is warm, friendly, personalised and professional, and I leave the salon with hair that looks and feels glossy, shiny and revitalised.

Tested by Zoe Moleshead

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This month we tried…

Blowdry at Jose Eber La Loge Lounge The lowdown: Located in the heart of the prestigious Emirates Hills community, at The Address Montgomerie hotel, this luxury salon is the latest venture by Dubaibased entrepreneurs Reem Abou Samra and Lubana Sakkal.

French-born, celebrity hairstylist José Eber has collaborated with the salon, and visited the venue for the official launch last month. Based in Beverly Hills, Eber has worked with the Dubai team to endeavour to bring LA glamour and decadence to Emirates Hills.

The concept of La Loge is inspired from the private studio areas within French theatres that are solely dedicated to the grooming of actors and actresses prior to their performances.

The venue comprises separate male and female rooms for both hair and beauty and is stylishly decorated in gold with Fendi cutting chairs and chandeliers creating that sense of theatre.

PB says: I enjoy a consultation with Lebanese stylist Pierre. Pierre promises he can tame my wavy mop into a style worthy of the A-list, and he suggests I go for full volume Hollywood curls.

As he gets to work, my hands are placed in collagen-

permeated gloves to prepare them for a manicure. All beauty and hair experts at the lounge have undergone thorough training to ensure they uphold the standards of world-renowned Eber.

With expert fingers, Pierre teases my hair into spiral curls, utilising a combination of thickening products and skillful backcombing with the creative use of a hairdryer and curling tongs. Meanwhile, my nails are manicured and painted fuschia pink. The result? I exit feeling like a star!

Tested by Fiona Vlemmiks

This month we tried…

LPG’s Endermologie Cellular Regeneration facial treatment

The lowdown: Having tried the original Endermologie facial back in May, I was excited to experience the new updated technology.

After removing my make-up the therapist examined my skin to decide what peeling technology should be used for my skin. As I have a sensitive area on my cheeks she

Professional Beauty GCC February 2016

recommended that I went for the option for sensitive skin (10 per cent glycolic acid and 10 per cent mandelic acid).

She started work on my face using the new machine maneuver Endermopuncture which utilises a patented Ergolift treatment head. It felt like my skin was being delicately kneaded and lightly squeezed. The therapist was very thorough and each area of my face and neck were massaged at least twice. The massage was partnered with suction making my skin feel volumised.

After this, the peel liquid was applied. I felt a slight tingle on application but it wasn’t uncomfortable. The therapist left me so the peel could work its magic and, after removing the peel, applied the collagen mask which felt very cool and soothing. Again I was left for a while and I could feel the collagen mask sinking into my skin, which was actually very relaxing. To finish the treatment, the therapist applied the Anti-Ageing Renewal Serum.

PB says: The treatment gave immediate results and my face had a glow and felt firm.

A couple of days later I had a few pimples come up but then my face cleared and was left feeling supple and fresh.

Tested by Nicki Wyatt

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Love is in the air

See our product picks for Valentine’s Day and beyond Terres D’afrique These luxury massage candles are made from organic shea butter, virgin coconut oil and beeswax, and are rich in essential fatty acids, vitamins E, F and K, provitamin A and allantoin. They act as a deep penetrating moisturiser, as well as a protective barrier against environmental and free radical damage.

Shea butter is a natural fat extracted from the nut of the Shea tree, also known as the Mangifolia tree, found in West and Central Africa and has been used in Africa for centuries for its rich skin protection and moisturising properties. It contains cinnamic acid, which protects the skin against the sun's harmful UV rays of the sun.

Call +971 4 379 19 66

Eva Garden The Superlast Eye Pencil from Italian brand Eva Garden, available through Enigma Beauty in the UAE, is a pure colour pencil designed for longevity. The pencil gives a luminous finish with the precision of an eyeliner but the glide of a kohl.

The long-lasting colour promises to stay perfect all day, in all conditions, omitting the need for any retouch. The product can be used both inside and outside of the eye and is paraben-free and dermatologically tested and approved.

Call: +971 4 328 46 04

Redken

Kevin Murphy Hair Resort, an oil free texturiser, gives a messy beach look that can give definition to all hair types. The paraben-free product can be applied to damp or dry hair, enhancing curls and providing a strong hold for all hair types.

Call +971 4 338 27 73

The Frizz Dismiss range offers Frizz Protection Factor (FPF) with four levels of smoothing and humidity protection for all hair types — from fine to coarse. The range is sulfate-free, sodium chloride-free and is safe for chemically straightened hair. The range includes sulfate-free shampoo and conditioner and mask, Smooth Force lightweight smoothing lotion spray, Instant Deflate leave-in smoothing serum and Rebel Tame leave-in smoothing control cream. +971 4 806 47 00

Professional Beauty GCC February 2016

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85 KeraStraight After two-and-a-half years in development, KeraStraight has unveiled its next generation of shampoos and conditioners, the Moisture Enhance and Volume Enhance range.

The range is now available in the UAE, thanks to Rapid General Trading and includes the Moisture Enhance Shampoo and Conditioner which hydrate and sooth the hair without weight. Both ranges are sulphate-free and kind on colour. They are ideal for use after a KeraStraight treatment but can also be used on any hair.

Visit www.rapidgeneraltrading.com

Little Bu Exclusively available through Boulevard Zone, the recently introduced Little BU polishes are ideals for children and mums alike with fun, fashion forward shades that give cream, crystalised, pearlised and high shine-nail effects. Little Bu is a safe, non-toxic formula that can be washed or peeled off. The range also offers a top coat that can be applied over the polish for a longer-lasting effect.

Call + 971 4 422 57 22

Voya Voya’s Hydra Veil is a moisturising mask that gives the ultimate boost for dry skin. Moisture locking, refreshing and repairing, it leaves skin feeling soothed, hydrated, plumped and well-nourished. Key Ingredients include brown algae, sea heather and rose of Jerico, which strengthens skins structure, provides deep hydration, soothes, repairs dry and damaged skin and improves skin firmness.

Call +971 4 379 19 66

Kemon Kemon’s Actyva Kera Fibra has a triple regenerating action with a filler affect for brittle and significantly damaged or ageing hair.

Strength and body is restored and protection offered with this in-salon treatment in two phases. The initial step prepares the hair and is used like a shampoo. The second phase is a lifting treatment with a filler effect that regenerates the hair, making it healthierlooking and full of vitality.

Call +971 4 338 27 73

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EcoTowels These towels are biodegradable and designed for individual, onetime use in salon and spas. Adhering to Dubai Municipality guidelines regarding environmental health requirements in salons and spas use of disposable towels, Eco Towels are made out of all-natural fibres and designed and developed in the UK. Call + 971 4 422 57 22

Aromatherapy Associates These products ensure that aromatherapy is available via a convenient roller ball application that can be used any time, particularly when travelling. Favourite Aromatherapy Associate blends De-stress, Support Breathe and Inner Strength are all available in this 10ml roller ball format.

Call +971 4 379 19 66

Eideal Combining innovative technology with contemporary design DiamonSilk is the only flat iron made with diamond coated plates. The use of rare nanodiamonds creates an unparalleled shine and protects the hair from damage and moving plates ensure that no hair is missed. It takes just 10 seconds for DiamonSilk flat irons to heat up to their maximum temperature of 230 C and the irons are suitable for every hair type and style, and can be used to achieve a variety of looks, be it straight, curly or wavy. call +971 56 445 23 69 0

Thalgo The M Ceutic line’s Pro-Detox is a serum that is able to detoxify cells and fill the skin with oxygen for a revitalising effect. The product boosts cell metabolism and targets skin blemishes and irregularities.

Call +971 4 338 27 73

Professional Beauty GCC February 2016

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Call us on +971 (0)437 57300 or email info@professionalbeauty.ae

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Talk to Us. ENROLL. Contact us: +974 44542422/ +974 44542466

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Diary dates March 4-6 Beauty Düsseldorf Fair ground Düsseldorf, Germany This broad-ranging show will cover foot, nail, cosmetic, spa, and wellness products through product demonstrations and displays. Competitions, technical showcases and award ceremonies will also take place during the event. www.beauty.de March 6-8 IBS New York Javits Convention Center, New York, USA This long-running beauty event is geared toward salon owners, managers and stylists and comprises an exhibition, live shows, education classes and competitions. Classes are aimed at all levels, from students to experienced professionals, and include hands-on workshops and masterclasses. www.ibsnewyork.com

March 11-12 World of Beauty & Spa Prague Exhibition Centre, Prague, Czech Republic Hair, beauty, nail, wellness and spa products and equipment will be on display during this expo Demonstrations of the latest trends in hair and make-up will also be showcased, in addition to hair, make-up, nails, lashes and body art competitions. www.beautyexpo.eu March 13-14 Irish Beauty Show RDS Simmonscourt, Dublin, Ireland With an enlarged exhibition space, this show will be delivering product and treatment highlights, alongside interactive demonstrations and seminars. A nail tournament will also take place during the show. www.irishbeauty.ie

March 21-24 Beauty Professional Malaysia Putra World Trade Centre, Kuala Lumpur, Malaysia Targeting salon owners and managers, spa and wellness professionals, dermatologists and make-up artists, this show will feature presentations from product suppliers as well as packaging companies and development and training institutions. www.beautyexpo.eu March 22-25 Industry of Beauty Sibexpocentre OJSC Exhibition Complex, Irkutsk, Russia Returning for its 13th edition, this event will comprise a number of hairdressing, make-up and nail championships, as well as masterclasses and consultations with numerous industry experts and an exhibition focusing on beauty, nail, hair and cosmetic products and equipment. industry_of_beauty.sibexpo.ru

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March 13-14 Professional Beauty Cape Town CTICC, Cape Town, South Africa Professional Beauty's exhibition expertise is once again coming to the fore, this time in Cape Town. Professionals from the beauty and spa sectors will be able to network with one another, access information on the latest product developments and industry innovations and partake in an informative seminar programme. www.probeauty.co.za

SEND US YOUR DATES Send us details of any events you are planning via email to Ú news@professionalbeauty.ae

recruitment

Medik8 products are specifically designed to target skin ageing, acne, redness, pigmentation and dryness.

CONTACT: NEREEN HEALTH T: +971 4 422 9700 F: +971 4 422 9701 www.nereenhealth.com

Beauty – Hair & Make up Teachers required Preferable Job Requirements: Quality Assurance Qualification Assessor Qualification is preferred Please send your CV to bcrowther@qf.org.qa

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Professional Beauty GCC October 2014

new products

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92 High-end spa tables, beds and equipment for your spa.

Made in Germany

> Gharieni PediSpa

> Libra with Horizontal Shower

> Spa Table MO1 Square

> Spa Table MLW F1 Soft

> Spa Table MLW Amphibia

> Spa Table MLX Quartz Square

INNOVATING

Gharieni Middle-East // The Platinum Tower, Cluster I - No. 2102, Jumeirah Lakes Towers, PO Box 392642, Dubai U.A.E. +9 71 4 - 2 76 67 34 // Mobile: +9 71 55 570 6012 // info@gharieni.ae // www.gharieni.ae Professional Beauty GCC October 2014 Gharieni Group Germany // +49 28 41 - 88 300 -50 // export@gharieni.com // www.gharieni.com

WELLNESS FOR

YEARS