Scratch Magazine February 2022

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Eighteen years of... ®

Issue 226 Managing editor Helena Biggs helena.biggs@scratchmagazine.co.uk Publisher Scott Derbyshire scott.derbyshire@scratchmagazine.co.uk News & features writers Chloe Randall chloe.randall@scratchmagazine.co.uk Emma Hobday emma.hobday@scratchmagazine.co.uk Rebecca Hitchon rebecca.hitchon@scratchmagazine.co.uk Editorial assistant Callie Iley callie.iley@scratchmagazine.co.uk Art editor Jessica Wilkie jess.wilkie@scratchmagazine.co.uk Group sales manager Ian Archbold ian.archbold@scratchmagazine.co.uk Accounts Lisa Ebbens lisa.ebbens@scratchmagazine.co.uk Co-founder Alex Fox

W

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COVER CREDITS Images courtesy of Light Elegance Shades shown are Creative Chaos, Don’t Frame Me In, Monet All Day, My Masterpiece, Nudie & Wanna Watercolor? from the spring 2022 ‘The Artist’ Glitter Gel collection.

Available via www.sweetsquared.com

www.scratchmagazine.co.uk www.olympiabeauty.co.uk www.nailympia.com The publisher of Scratch magazine has taken all reasonable measures to ensure the information detailed in Scratch is correct at the time of going to print, and while every care is taken to avoid inaccuracies, the publisher does not accept responsibility for any errors or omissions from any information within this or previous editions. © 2022 SEED PUBLISHING LTD

Nails, hair, make-up & photography: Jade Barber Model: Misty Barber Retouching: NVII Design & Marketing www.nailandbeautyexcellence.com /nailandbeautyexcellence @nailandbeautyexcellence @jadebarbernbe

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R U F BEAUTIFUL MIRAGE

Heart braker

MYSTIC MINT

radiate my love

GODDESS OF LIGHT

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DIVINE BEAUTY

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DAZZLING DAYDREAM

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© Artistic Nail Design • Nail Alliance - Artistic, Inc., Missouri USA • HM-6584

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Contents FEBRUARY 2022

FEATURES 22 Love In The Mist

Explore the special relationship that led to a fun photo shoot experience for this month’s cover

26 Romance On A Tiny Canvas

Entice clients to try heartfelt nail styles with Scratch’s roundup of Valentine’s Day nail inspo

32 Playing With Colour

OPI unveils an exciting collaboration & foray into the virtual world for its spring 2022 nail colour collection

40 Shining A Light On The Gel System

Get to grips with various gel types & discover how to select the best option for your client’s nail needs

48 Fingers Of Fortune

Fellow techs reveal how they’re adding a touch of fun to nail services with a mystery manicure machine

72 App-y Days

Check out seven handy apps to help support your business & keep your finances & appointments organised

40 52

78 Compromised Clients

Techs reveal how they adapt their services to accommodate hypermobile & arthritic clients

82 Back To Basics: First Aid

Brush up on your first aid knowledge & check you have everything required for minor incidents in the nail space

48

84 6 Ways To Perfect Your Social Media Strategy

Increase your Instagram engagement & encourage appointment bookings with top tips from an expert

90 Access All Areas

Enhance the inclusivity of your business with advice on increasing comfort for clients with particular needs

26

REGULARS

10 18 36 52 56 60 62 64 66 68 70 76 86 88 96 98

Nail Nation The Hot List The Cosmetic Climate Scratch Pads Getting Down To Business The Force Of The Feds Nailscopes Readers Gallery Just Add Glitter Ask The Experts Style With Sadie Through The Keyhole Tech Talk Brand Watch Nail Clippings Fingernails In Focus

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Nail NATION

business

news & views

BEAUTY B CORPS FORM COALITION TO IMPROVE SUSTAINABILITY STANDARDS OF THE INDUSTRY British Beauty Council CEO & COO recognised in 2022 New Year Honours List Millie Kendall, CEO of British Beauty Council, has been awarded with an OBE, and COO Helena Grzesk an MBE, in the New Year Honours List.

The duo has been instrumental in championing the beauty sector, particularly during the pandemic when they have engaged government figures and business leaders in discussions about the value of the beauty industry. Their efforts have helped the industry to receive the support needed to overcome challenges created by the pandemic.

“It’s an honour to be recognised in this way. My passion for the beauty industry has never faltered; it makes such an impact on our everyday lives,” says Millie Kendall OBE. “This award signifies a change in how our sector is viewed, and an appreciation of not just my work, but the monumental efforts of the British Beauty Council and its partners in affecting that change.”

Helena Grzesk MBE adds: “This award is a demonstration of the positive steps forward our industry has taken in being recognised as a global leader in innovation and education. We are so truly proud of the work we have achieved to date and this is the culmination of that work.” www.britishbeautycouncil.com

Twenty-six certified B Corporations across the beauty sector have formed the B Corp Beauty Coalition to improve the social and environmental practices of the industry.

Certified B Corporations, or ‘B Corps’, are businesses that balance purpose with profit. They are legally required to consider the effects of their decisions on their workers, customers, suppliers and the environment. The Coalition’s vision is to deliver ‘beauty for good’.

“As Certified B Corporations meeting the highest standards of social and environmental impact, we have become increasingly uncomfortable with the social and environmental footprint of the beauty industry,” comments Davide Bollati, president of haircare brand Davines, founding member of the B Corp Beauty coalition.

“We have concluded our respective solo efforts to enable positive change through a partnership of mutual commitment.”

Other companies within the coalition include The Body Shop, Rituals Cosmetics, Aromatherapy Associates, Beauty Kitchen and Green Circle Salons, as well as ingredient supplier, Laboratoires Expanscience.

“With the business sector uniquely culpable for much of the negative impacts of climate change and the systemic inequities we face today, this type of innovative collaboration is exactly what the world needs from business,” adds Kara Peck, senior director of strategy & partnerships for B Lab US/Canada, the organisation behind the B Corp certification method.

“The work of the coalition is going to greatly accelerate the beauty and personal care industry’s – and our economy’s – shift to a just, regenerative, zero-carbon future.” www.bcorpbeauty.org

Personal care services can receive support with Additional Restrictions Grants At the end of 2021, Chancellor of the Exchequer, Rishi Sunak, announced further financial support to aid businesses affected by the Omicron variant, which came in the form of an additional £100 million in Additional Restrictions Grants (ARGs) through local authorities.

Updated guidance for ARGs reads: ‘Local authorities are encouraged to support businesses from all sectors that may have been severely impacted by restrictions, or by the Omicron variant.

‘These may include, but are not limited to: hospitality, accommodation, leisure, personal care, the travel and tourism sector, wedding industries, nightclubs, theatres, events industries, wholesalers, English language schools, breweries, freelance and mobile businesses (including caterers, events, hair, beauty and wedding related businesses), gyms, and other businesses that may have not received other grant funding.

There is no restriction on the number of grants a business may receive, subject to subsidy limits.’

The Additional Restrictions Grant guidance applies until 31 March 2022.

For more information, visit www.gov.uk

10 SCRATCHMAGAZINE.CO.UK

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Nail NATION Beauty industry shows 1.1% growth during Covid-19 pandemic Despite challenges brought on by the coronavirus pandemic, the UK beauty industry has demonstrated its resilience, growing by 1.1% between January 2020 and December 2021.

Nail salon openings increased by 9.1% during this period, according to research by Local Data Company, commissioned by the British Beauty Council. In addition, the number of beauty salons increased by 7.7% and barbershops by 8.9%.

Millie Kendall OBE, chief executive of the British Beauty Council, says: “It has been an extremely challenging time for our sector – salons were closed for more than 200 days of lockdown. Many have sadly not been able to reopen, and we still have some tough months ahead of us.

“However, data to date reveals that we have been nothing but resilient. We have a ‘long tail’ of our industry that is made up of thousands of small independents. Most have survived and thrived because they speak to so many things that the modern consumer is looking for, such as ways to support businesses rooted in local communities, and easy, relatively low-cost self-care.

“But beauty business owners are particularly flexible and forward-looking. Individually, these micro-businesses may be small, but collectively, they are mighty.” www.localdatacompany.com / www.britishbeautycouncil.com

Revealed: Trading requirements for UK’s personal care sector The British Beauty Council has announced it is working with the UK government to inform businesses in the personal care industry of changes to previous rules for importing and exporting with the European Union.

As of 1 Jan 2022, professionals in the personal care sector must complete customs declarations on imports from the European Union to Great Britain (excluding Northern Ireland) at the time the individual or the courier/freight forwarder brings them into Great Britain. This means that delays on import customs declarations can no longer be made.

In addition, those selling goods to the EU or buying goods from the EU and bringing them into the UK, will now need to be able to prove that they meet the rules of origin in order to use preferential tariffs.

To benefit from the preferential tariffs, there must be proof that: • goods imported into the UK from the EU originate there • goods exported to the EU originate in the UK If the origin of the product cannot be proven, the business cannot take advantage of the zero-tariff trade agreement with the EU and the business or the EU customer will be liable to pay the full rate of customs duty and could face penalties.

You can apply for authorisation to use simplified declarations for imports, which allows you to move goods into a customs procedure without having to provide a full customs declaration. www.gov.uk

Cancer Touch Therapy training widens reach in Scotland Skincare brand, Made for Life Organics, has partnered with The Academy of Clinical Training in Scotland to extend its Cancer Touch Therapy courses across the country.

SATCC approved and accredited by the Complementary Medical Association, the Cancer Touch Therapy training is designed to empower therapists with the skills, expertise and knowledge to undertake body and facial treatments for people living with cancer. It serves to broaden the horizons of each therapist and ensure that every person living with cancer can access wellbeing therapies in a spa setting when they need them most.

Made for Life Organics trainers, Emma Williams and Nicci Anstey, are working alongside the Academy team in Glasgow to introduce the course. Training will be offered onsite in salons and spas across the country.

“The Academy is thrilled to partner with Made for Life Organics to become its training provider north of the border to deliver the Cancer Touch Therapy training course,” comments Jenny Storey from The Academy of Clinical Training. “As Scotland’s only CIBTAC registered training centre, it’s the perfect opportunity to offer CTT training and make it more accessible to therapists UK-wide.

The Cancer Touch Therapy programme has been developed with advice from trained oncology massage teachers, and advisors from the oncology team at the Royal Cornwall Hospitals Trust and Macmillan. www.scottishbeautyacademy.co.uk / www.madeforlifeorganics.com

NAIL & BEAUTY BITES Nailchemy has unveiled a deposit scheme across a range of courses at the Nailchemy Academy to make investing in education more manageable.

Visit www.nailchemy.co.uk to explore the courses available and enrol.

Former Scratch columnist and co-founder of Clawgasmic, Chantelle Vermont, has launched a podcast. Episodes so far include uplifting, positive chats with members of the nail industry, including Scratch’s managing editor, Helena Biggs.

Listen via www.clawgasmic.com/podcast

For the full stories, visit www.scratchmagazine.co.uk 12 SCRATCHMAGAZINE.CO.UK

Products and training for awardwinning Dutch lash and brow brand, Perfect Eyelash, are now available across England and Scotland courtesy of Perfect Beauty Group. www.perfectbeautygroup.co.uk.

Stewart Roberts, who founded charity Haircuts4Homeless in 2014, has been recognised in the Queen’s New Year Honours List 2022 with an MBE.

Available from all leading wholesalers or www.purenails.co

pleasure

Nail NATION Leeds nail tech scoops CND™ EMEA award IZ BEAUTY LAUNCHES HAND & NAILCARE PRODUCTS WITH SUSTAINABLE ETHOS Beauty distributor and training provider, Izabelle Hammon Ltd, has unveiled the IZ Body range of vegan and crueltyfree products to support professional services.

Using as many naturally derived products as possible, the products include Lock It In Hydrating Balm, So Gentle Cuti-Butter and So Fresh Cuti-Butter. The range has been developed in the UK and the brand is making a commitment to sustainability with recyclable or reusable packaging, made using recycled or bio-based materials.

Ideal for in-salon use, the range is supported by smaller-sized products that pros can retail to clients to use post-appointment.

The Lock It In balm can be used on hands, nails, feet and body post-mani or pedi, and is formulated with cacao seed butter to hydrate with a fresh calming scent.

The Cuti-Butters, available in So Fresh (peppermint, hemp and avocado) and So Gentle (unscented, created for sensitive skin), are ideal for on-the-go moisturising and can be used on cuticles and lips to hydrate and soothe.

The IZ Body range is available via www.izabellehammon.com

Victoria Trafford, a nail and beauty educator from Leeds, has been awarded the CND™ EMEA Education Star accolade 2021.

An education ambassador since 2017 for Sweet Squared (distributor of CND UK&I), Victoria teaches CND™, LASHUS, Light Elegance, Wax:one & MoroccanTan courses. She has been instrumental in the development of Sweet Squared’s hybrid education platform, Academy 2; creating 250 educational videos to support learners.

Carly Howarth, education manager at Sweet Squared, says: “We have been working hard in the UK to bring digital education to all of our brands including CND™ and Victoria has been a huge part of that. She’s taught digital classes and has adapted seamlessly to this new world we’re living in.”

Victoria regularly hosts live sessions on Instagram and Facebook to help educate and motivate nail professionals. Of the accolade, she comments: “I didn’t expect to win the CND™ EMEA Education Star Award, but I’m absolutely thrilled! It’s been a huge team effort to bring digital education to the professional and it’s something that we’re all really proud to have been able to do at Sweet Squared.” www.sweetsquared.com Follow Victoria on Instagram: @victoria.trafford

UK market witnesses 46% increase in sales of prestige beauty products Despite uncertainty with additional restrictions and the emergence of the Omicron variant in early December 2021, the UK saw a 46% increase in prestige beauty sales in week 51 (ending 25 December 2021) compared to the same week in 2020.

Data compiled by The NPD Group found that consumers returned to the high street and online shopping, spending £161.6m in week 51 2021, an increase of £26.5m compared to the same period in 2019.

Last-minute consumer demand for prestige beauty products saw growth in both brick and mortar stores and e-commerce channels. E-commerce accounted for 56% of the market gains and sales increased by 84% compared to 2019.

“Fragrance continues to lead the recovery and is one of the most in-demand gifts,” comments Emma Fishwick, NPD UK Beauty account manager. “These positive sales figures are very welcome news for retailers and brands alike.” www.npd.com 14 SCRATCHMAGAZINE.CO.UK

The winners of The Salon Awards: Beauty 2021 have been announced, with two nail techs receiving awards.

Founded in 2017 to champion excellence within the UK hair and beauty industry, The Salon Awards prides itself on giving all types Amanda Gould of salon the chance to be recognised, with its first stage allowing hair and beauty professionals to compete for titles at regional level, before a national final is held.

Winners were announced via the Salon Awards‘ website and social media and included Amanda Gould, owner of Sussex salon, Beauty

by Nailistics, who received the Nail Artist Award.

Greater Manchester based nail tech, Jen Jen Phillips Phillips of Nails by Jennifer Marie, was recognised with the Future Talent Award. www.salonawards.co.uk

ailritual

‘Indie nails’ see rise in internet searches

Capitalise offering get-togethers by loveial ec sp clients a e to E’S ur nic N ma I ed T em th N VALE AY lentine’s Va ate or commem D some Day. Check out page 26! style inspo from

14 RY UA FEBR

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SCRATCHMAGAZINE.CO.UK 15

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DIARY DATES FORonTdaHte Enights and

ails_

Searches for ‘indie’ or mismatched nails have risen by 210% since 2020, according to beauty trend forecaster, Spate. ‘ The nail trend is characterised by different nail colours and designs on each nail and can be customised to clients’ desires. Spate cites the rise in popularity of nail art ‘ seen in 2021 (searches have increased by 22.5% or 3.6m average monthly searches) as the reason why indie nails have experienced strong growth.

With nail art searches for ‘snake nail designs’ rising by 224.5% and ‘smiley face nails’ by 108.3% since the same period, not to mention the increasing popularity of swirl nails, Spate suggests the indie nail trend allows individuals to showcase a combination of these increasingly popular patterns. www.spate.nyc

Instagram.co

Sussex & Manchester nail techs take titles at Salon Awards 2021

Instagram

Tech entrepreneur, Candy-Ellie Graham, has founded Cultural Style Week, a movement that will take place 21-27 May 2022 to encourage people to boldly embrace their cultural heritage through fashion, hair and beauty.

In partnership with hair and beauty platform, StylzMag, Cultural Style Week will open with a fashion show and launch party in London to set the stage for a schedule of educational and inspiring events.

The week-long celebration also aims to inspire a larger movement of people from all cultures to proudly share their cultural fashion, hair and beauty styles at work, school and on social media using the hashtag #culturalstyleweek.

The live Cultural Style Week events will include: • Fashion shows displaying traditional clothing and designs from around the world.

• Mini marketplace pop-ups to support small businesses and designers.

• Community-based workshops for interactive learning opportunities.

• Live masterclasses and interviews.

• Art collaborations.

For more information and to get involved, visit www.culturalstyleweek.com

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NEWPRODUCTS

OPI Star Light £199 + VAT www.trade.opiuk.com This LED light has been designed to be robust, with a ‘drop resistant’ structure and two-year limited warranty. Made from 58% steel and aluminium metal, it has 22 LED lights and a mirrored interior to allow for uniform curing across fingers and toes.

The exterior is acetone resistant and the light has five timer modes.

A rose gold-coloured handle allows for easy transportation.

‘Split’ PersoNAILity Nail Kit £49.50 + VAT www.louellabelle.co.uk Celebrity beauty therapist, Jenni Draper, has launched the ‘Split’, a space-saving kit that features five handy interchangeable tool heads and two handles. Designed for both right and left-handed techs, the heads include curette and cuticle pushers, each made from medical grade stainless steel, that can be screwed into the handle as needed.

List THE HOT

Gelish Blooming Gel £16.99 + VAT www.gsgroupuk.com Create marbled and watercolour-effect nail styles in seconds with Gelish’s Blooming Gel. Following application of Gelish Soak-Off Gel Polish, apply a coat of the product, followed by your chosen Gelish shades using a nail art brush and watch how the colour disperses.

Scratch scours the industry for the latest nail & beauty products to captivate clients & lend a helping hand to your services

Light Elegance ‘The Artist’ Glitter Gel Collection £88.95 + VAT www.sweetsquared.com These six sparkling gel shades for spring draw inspiration from classic art masterpieces. Shades include Monet All Day; a pink pearly shimmer, and Nudie; a Champagne hue where silver meets neutral. The shades are available individually for £18.95 + VAT and in the P+ gel polis formula for £13.95 + VAT each.

18 SCRATCHMAGAZINE.CO.UK

Magnetic Nail Design Fiber Coat Gel £17.90 + VAT www.magneticnails.uk The cross-linking molecular structure of Fiber Coat Gel makes for a strong gel layer for all nail types, while the brush allows for precise application. Available in a variety of natural-looking shades, the formula can be used over tips and forms to extend nails, as a natural nail overlay, or as a base for gel polish.

The Nail Lab ‘The Rome’ from £17.50 + VAT www.tnluk.co.uk Whether you’re looking for scissors for your nail art kit or need a tool to reduce the length of natural nails, The Rome is a handy addition.

It features a gentle curve to aid form tailoring and a sharp steel blade for precise cutting. Made from stainless steel, The Rome is available in black or silver.

NEWPRODUCTS INK London Chunky Crystal Glitter collection £11.67 + VAT www.inknails.com Dazzle clients with INK’s Chunky Crystal Glitter collection, featuring large flake glitters in four timeless hues. Ready to elevate any nail look, the collection boasts a deep purple, navy blue, garnet and white.

Available individually for £3.33 + VAT.

Nailchemy Ultra Bond Platinum Primer £7.99 + VAT www.nailchemy.co.uk Offering excellent adhesion for Nailchemy gel and acrylic products, this acid-free formula contains vitamins B5 and E and helps prevent lifting of enhancements.

Apply after dehydrating the nail, and before applying gel or acrylic formulas.

Kirsty Meakin Give Me Strength Gels £39.99 inc VAT www.kirstymeakin.com Globally renowned nail technician, Kirsty Meakin, has unveiled Give Me Strength, a soak-off gel polish formula that helps hide natural nail imperfections and aid strength. Three shades are available, and Give Me Strength can be worn alone or used a base before colour application. Available individually for £14.99 inc VAT.

Decléor White Magnolia Anti-Ageing Hand & Nail Cream £10.50 + VAT/RRP £18 www.decleor.co.uk Elevate the final steps of your manicure service with this light, anti-ageing formula.

Ideal for salon, session and mobile pros, Decléor’s Hand & Nail Cream has a gentle magnolia scent and is a handbag-friendly aftercare product.

LP E-file £185 inc. VAT www.lpnails.com An upgrade on the original LP Nails E-file, this launch includes a larger display screen, a charging station to save desk space and the option to pause the file if you need to use another tool, before resuming at the same speed. Lightweight and portable, the hand piece can be attached to the right or left depending on your dominant hand.

Lecenté Create Fibre Gel £15.99 + VAT each www.lecente.com / www.sweetsquared.com / www.ellisons.co.uk Lecenté has added three fibre gels to its popular Create range, available in Nearly Clear, Milky Pink and Milky White. Infused with strong fibre particles, the self-levelling formula can be used as a base coat, as well as to perform repairs, build structure, smooth and build short enhancements that last up to three weeks.

VOESH Collagen & Argan Gloves £2.60 + VAT www.salonsdirect.com Offer an intensive treatment for hands while you tend to fingertips with these collagen infused gloves. Single use, the fingertips are removable and the gloves are infused with argan oil and collagen-rich emulsion to hydrate skin.

SCRATCHMAGAZINE.CO.UK 19

COVERSTORY

Love in the

t s i M

A tale of togetherness, passion for nail styling & a mother’s love for her daughter is behind this month’s rosy front cover image. HELENA BIGGS gets the scoop…

J

ade Barber’s career has continuously blossomed since she took her first steps into the nail industry in 2014. From working in a salon to running her own business on a selfemployed basis, her passion for the craft led to a desire to help others hone their nail skills, so she completed a teaching course and assessor qualification. Working alongside a team of educators and ambassadors, Jade offers courses under the Nail & Beauty Excellence brand, and she continues to develop her own product range alongside running her salon, Misty’s Nails & Beauty, which is named after her daughter.

Misty continues to influence and be involved with Jade’s ventures. She was the point of focus when the talented pro sought to try her hand at a photo shoot fitting for Scratch’s February edition.

“Valentine’s Day is typically a time for spouses to share their love for one another, but the biggest loves in my life are my daughter and nails,” Jade reveals. “I wanted to create a series of images with Misty’s support in order to showcase these loves.”

COVER CREDITS Nails, hair, make-up & photography: Jade Barber Model: Misty Barber Retouching: NVII Design & Marketing

22 SCRATCHMAGAZINE.CO.UK

Jade and Misty worked on every element of the shoot together back in October 2021; from the concept to the lighting, photography, make-up and nails. “We spent a day bonding and laughing – and

COVERSTORY

“The biggest loves in my life are my daughter and nails. I wanted to create a series of images with Misty’s support in order to showcase these loves.”

had to re-apply her make-up several times as we often had tears of laughter rolling down our faces! It was wonderful to spend quality time with one another.

“February is also Misty’s birthday month, and a reminder of the time I truly discovered the meaning of the word love.”

Nail tales Misty’s short nails were transformed by Jade into the long, decadent enhancements you see in the finished images. Jade used the Love Potion hue from her Gel Excellence product range, keeping the nail style simple yet sophisticated for a clean and classy finish.

“Using Nail & Beauty Excellence tools and the acrylic system, I sculpted a stiletto nail shape before finishing with Love Potion and a non-wipe top coat,” Jade explains. “It is a nice coincidence that the name of the shade matches the loving theme of the photo shoot.”

Jade confesses that she has wanted to see her work on a Scratch cover since the start of her career, and is proud to share the spotlight with her daughter. “It feels as if I’ve won an award,” she smiles. “And as for what’s next, I hope to continue seeing my brand and education team grow and continue doing what I love.”

I

♥ NAILS Jade reveals what she loves about working in the nail industry…

I love… that there is room for growth in this industry and such a diverse range of roles.

I love… seeing the confidence and skills of my students grow.

I love… when clients arrive for a transformational nail service.

I love… meeting fellow techs who share my nail passion.

I love… being creative.

I love… helping others to reach their goals and achieve their dreams. www.nailandbeautyexcellence.com /nailandbeautyexcellence @nailandbeautyexcellence @jadebarbernbe SCRATCHMAGAZINE.CO.UK 23

BIAB, BE MINE. T H E O R I G I N A L B U I L D E R G E L T H AT H AS N A I L T E C H S A R O U N D T H E W O R L D TA L K I N G Innovative BIAB™ aka Builder In A Bottle is the cult product adored by nail techs globally. This incredible range of soak-off builder gels are ideal for sculpting and creating strong overlays.

BIAB™ is a true multi-tasking product that is perfect for natural nails as well as creating short to medium extensions, with a no-chip formula that ensures manicures last.

Plus, this one of a kind range keeps natural nails strong, whilst promoting long-lasting nail health. This game-changer formula shaking up the nail industry is available in 25 colours including a variety of nudes and bold shades to choose from—simply finish off with your favourite TGB Top Coat.

D I S C OV E R T H E F U L L B I A B T M R A N G E AT T H E G E L B O T T L E . C O M

2 IN 1 PRIMER & BASE NO CHIPPING OR LIFTING, HELPING N AT U R A L N A I L G R O W T H

SELF-LEVELLING AND CA N B E I N F I L L E D O R S OA K E D O F F I D E A L F O R C R E AT I N G S T R O N G OV E R L AYS

AC T S AS A STRENGTHENING BARRIER FOR THE N AT U R A L N A I L

SEASONALNAILINSPO

Romance on a

tiny canvas Charm clients this Valentine’s Day with lust-worthy nail designs, product picks & tips that are perfect for the season of love REBECCA HITCHON REPORTS

Plymouth based nail tech, Sharon Chapman serves up this striking heart tip design using Halo Gel Polish in Red.

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Even if you don’t enjoy romantic gestures, don’t let Valentine’s Day pass you by when it comes to your work. Not only do almost six million people get engaged on Valentine’s Day (and what’s an engagement ring selfie without beautiful nails?), but beauty consumers seek services that will help them look their best for date night.

A lucrative time of year for nail techs, it’s important to prepare for client demands by having nail art options and retail offerings ready.

In need of some inspiration? We’ve gathered Valentine’s designs and products to spark your creativity, as well as expert tips to maximise on the opportunities that the occasion affords...

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RED AS A ROSE

Get your dose of classic red nail inspo and immerse yourself in brand offerings for the colour of love.

7 Cuccio influencer, Taylor Bell, pairs bold red nails and French tips with white heart accents on each ring finger.

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This sophisticated scarlet look is created using Gel & Go in Red Velvet, available via www.izabellehammon.com

MARKETING MOVES

“Offer packages and put treatments in bundles to introduce clients to your other treatment offerings. For services requiring upkeep, consider infill treatments at discounted rates to spread some love this February.”

Ruth Atkins, Salon System educator

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1. Salon System Gellux Mini in Really Red £7.25 + VAT. Available from wholesalers nationwide.

2. Halo Gel Polish in Red £5.49 + VAT www.purenails.co 3. Create a gorgeous rose effect with Nailchemy Embossing Gel in Red £6.99 + VAT www.nailchemy.co.uk 4. OPI GelColor in Amore at The Grand Canal £17.80 + VAT www.trade.opiuk.com 5. Artistic Colour Gloss in Beaming Babe £12.95 + VAT www.louellabelle.co.uk 6. CND Vinylux™ in Books & Beaujolais £4.95 + VAT/ RRP £11.95 www.sweetsquared.com 7. Glitterbels Hema-Free Gel Polish in Hot Red Sparkle £7.99 + VAT www.glitterbels.com 8. Mii Colour Confidence Nail Polish in Indulgent Heart £6.75 + VAT/RRP £13.50 www.gerrardinternational.com 9. Cuccio Veneer Gel Polish in High Resolutions £4.99 + VAT www.cuccio.co.uk 10. INK London iLac in i16 Classic Red £8.33 + VAT www.inknails.com 11. Gelish Soak-Off Gel Polish in Red Shore City Rouge £16.99 + VAT www.gsgroupuk.com 12. Kinetics SolarGel in #522 Rough Love £8.25 + VAT www.kineticsnails.co.uk / www.bellabooprobeauty.co.uk 13. Light Elegance Color Gel in Heartbreak £18.95 + VAT www.sweetsquared.com

SEASONALNAILINSPO

I♥ HANDY TOOLS

Ensure you’re able to handle nail art requests with the right tools for the job.

Bossing your Valentine’s designs will only encourage clients to continue to explore your nail art offerings in future!

The Nail Lab ‘The Paris’ Tool £17.50 + VAT www.tnluk.co.uk A handy multi-use tool, The Paris features a dotting tool on one end, while the other end is ideal for mixing colours, marbling and creating tiny dots.

Glitterbels Gel Art Brush Set £26.99 inc. VAT www.glitterbels.com

PUT YOUR STAMP ON IT

“Choose stamping tools to upsell your service and create beautiful designs in a matter of seconds,” says Magnetic Nail Design expert educator, Magda Gniewek.

Magnetic Nail Design Valentine’s Day Stamping Plate £5.80 + VAT www.magneticnails.uk

GALENTINE’S DAY

:YOURS Loves Tracey Lee ‘Drawing The Line’ Stamping Plate £4.25 + VAT www.sweetsquared.com

Nails by Gemma Leonard of @la_beautique using CND Shellac™ shades.

It’s important to remember that Valentine’s Day won’t be loved by all clients. Don’t lose out on business from clients that aren’t in the throes of a relationship; instead, embrace Galentine’s Day. “Galentine’s Day is about celebrating female friendships rather than just romantic love, making it more inclusive. It’s a great opportunity for salons to offer a pamper experience that friends can enjoy together, with a touch of nail art, too,” explains Gemma Leonard of La Beautique Beauty.

“I love creating alternative designs and thinking outside of the box, as not everyone loves the themes that are associated with Valentine’s Day,” continues the nail artist, who reveals that the creativity online and support from women in the nail community during lockdown helped to inspire her female-focused designs.

Nails by Gemma Leonard of @la_beautique using CND Shellac™ shades.

Instagram.com/laurabeare_beauty

Aeropuffing Reusable Stencils in No30 Loving Heart £1.99 +VAT www.gsgroupuk.com

INK London Nail Art Liner Brush Set £10 + VAT. Brushes available individually for £3.33 + VAT. www.inknails.com

STEP-BY-STEP

Laura Beare of Laura-Beare Beauty, Calderdale, serves up this captivating pink, orange and red outlined heart design using Halo Gel Polish shades, available via www.purenails.co

Step 1 Apply two coats of Pure Nails gel polish in Classic.

Step 2 Using a nail art brush, paint a love heart shape onto each nail at a slight angle and fill in using the shade Pumpkin Spice. Cure.

Step 3 Paint another love heart shape in Rose gel polish and fill in, but this time make sure you stay within the heart that’s already painted, allowing both colours to show. Cure.

Step 4 Create the smallest heart shape using the shade Red but leave as an outline over the top of the Rose heart. Cure.

Step 5 Using a dotting tool, add small dots over the design using French White gel polish. Use a thin nail art brush to pull out the gel from the centre of the dot, creating a cross/star effect. Cure.

Step 6 Complete the look with Non-Wipe Top Coat.

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MARKETING MOVES

“To entice clients to try seasonal nail art, I display a range of designs. I like to showcase a full set so they get a feel for the entire look. I also run a Valentine’s sale, as offering discounts is a great way to interest clients.”

>>

Scarlett Senter, nail artist and educator

SCRATCHMAGAZINE.CO.UK 27

SEASONALNAILINSPO

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PINK TO MAKE THEM WINK

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Get playful with pink nail shades and explore how the romantic hue can be used in your Valentine’s designs.

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The GelBottle Inc brand ambassador, @meraki_nails_cardiff, takes inspiration from the sparkling heart emoji for Valentine’s Day.

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Perfect for minimalist nail art lovers, this look by Salon System expert, Julie-Anne Larivière, embodies romanticism.

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Consider chrome for a striking nail effect. Enchanted Essence brand ambassador, @sabina.beauty.artistry, uses the brand’s Valentine Chrome, £3.50 inc VAT, available via www.enchantedessenceshop.com

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SENDING LOVE…

Award-winning nail artist, Catherine Burns (@queencatherine_nailartist) has teamed up with NAILMAIL, a monthly subscription box for techs, to provide everything needed to recreate one of her dazzling Valentine’s designs.

“I subscribed to NAILMAIL as it was a chance to learn different designs and uncover new brands and notable nail technicians. I was honoured when the company asked me to be its February influencer,” reveals Catherine.

“The main medium for the design is ink – something which NAILMAIL has not used in its boxes before. Ink is my favourite medium to work with as the outcome is always unique,” she continues.

“I wanted to use pinks and purples too, and I knew there had to be hearts. I created the marbled effect then added the chrome heart accents, but something was missing. When I added the arrows to the hearts, the design came together perfectly.”

The ‘Be My Valentine?’ NAILMAIL box is available to order via www.nail-mail.com.

MARKETING MOVES

“Advertising your packages, nail art portfolio or a Valentine’s competition on social media helps to attract a wider audience and potentially, new clients.”

Gemma Leonard, La Beautique Beauty

28 SCRATCHMAGAZINE.CO.UK

This rose-inspired design by Nailchemy brand ambassador and educator, Helen Clayton, serves up a deep pink mix.

1. OPI Nail Lacquer in Racing For Pinks £5.50 + VAT/ RRP £14.30 www.trade.opiuk.com 2. Magnetic Blush Builder Gel in Lovely £15.90 + VAT www.magneticnails.uk 3. The GelBottle Inc Gel Polish in Miami £14.50 + VAT www.thegelbottle.com 4. Calgel in Aloha £16.98 + VAT www.izabellehammon.com 5. Lecenté Create Gel Polish in Let Them Eat Cake £11.99 + VAT www.lecente.com / www.ellisons.co.uk / www.sweetsquared.com 6. Glitterbels Acrylic Powder in Pom Pom £8.95 inc VAT www.glitterbels.com 7. Entity Rubber Base Gel in Blush Pink £14.95 + VAT www.thecreativebeautygroup.co.uk 8. Mii Colour Confidence Nail Polish in Kiss Me Quick £6.75 + VAT/RRP £13.50 www.gerrardinternational.com 9. Salon System Gellux Builder Gel in Rose Pink £11.95 + VAT. Available from wholesalers nationwide.

10. Artistic Colour Gloss in Glow Big Or Go Home £12.95 + VAT www.louellabelle.co.uk 11. CND Shellac™ in Kiss from a Rose £13.95 + VAT www.sweetsquared.com 12. Nailchemy Artisan Painting Gel in Pink £7.99 + VAT www.nailchemy.co.uk

SEASONALNAILINSPO

CATCH THE EYES OF CLIENTS

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Delve into the ways glitter and effects can add a magical element to your designs, whether the look is sweet or sexy.

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6 Lecenté brand ambassador, Kirsty McGeoch, creates a stunning pink toned design with glitter-filled hearts.

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NERVOUS ABOUT NAIL ART? “Don’t overcomplicate it; intricate designs can not only be challenging and timeconsuming, but sometimes unaffordable for clients. Practice as much as you can – master four or five designs first. This will build your confidence to try more.”

Rachel Gribble, Salon System educator

MARKETING MOVES

“Don’t forget to market to men! Many ask for appointments for their girlfriends every year, as they plan to propose. Consider couples’ treatments or get to know what your client is doing on the day so you can offer appropriate designs.”

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Magda Gniewek

PRODUCT PICK!

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Gift chocolates – without the calories – to a nail tech you love, with the Chocolate Box collection from Pure Nails. Featuring three delectable gel polish hues, the collection is available for £15.50 + VAT via www.purenails.co

REAP THE REWARDS OF RETAIL

Don’t miss out on the chance to increase revenue through seasonal retailing. Ensure you consider products that can be used in an array of settings: to prep for date night, for Galentine’s pamper parties, and during couples’ nights in.

VOESH’s Chocolate Love Pedi in a Box £2 + VAT/RRP £6.50 www.salonsdirect.com This treat includes includes a salt soak, sugar scrub, mud masque and massage butter to indulge and pamper.

Salon System LashLUX Extension Effect Lashes in 007 £4.95 + VAT. Available from wholesalers nationwide.

Pink glitter tips make an enchanting look for Valentine’s Day, as shown in this design by Enchanted Essence brand ambassador, @chicnailsbyclaireharrigan.

1. :Yours Element in Red Romance £2.95 + VAT www.sweetsquared.com 2. Glitterbels Eternity Pre-Mixed Glitter £9.95 inc VAT www.glitterbels.com 3. Light Elegance Glitter Gel in Wanna Watercolor? £18.95 + VAT www.sweetsquared.com 4. Artistic Nail Design Chrome Pen in Magenta Mirror Chrome £6.95 + VAT www.louellabelle.co.uk 5. Morgan Taylor Peel-Off Glitter Nail Lacquer in Rare As Rubies £4.95 + VAT/RRP £9.95 + VAT www.louellabelle.co.uk 6. Lecenté Burst Fireworks Holographic Glitter £3.99 + VAT www.lecente.com / www.ellisons.co.uk / www.sweetsquared.com 7. Nailchemy Vega Glitter £3.99 + VAT www.nailchemy.co.uk 8. Scarlett Senter Cupid Glitter £3 inc. VAT www.scarlettsenter.co.uk 9. INK London Additions in Sibel £3.33 + VAT www.inknails.com 10. Enchanted Essence Kinky Glitter £2.50 inc VAT www.enchantedessenceshop.com 11. The GelBottle Inc FoilX Metallic Foil in Rose Gold £5.95 + VAT www.thegelbottle.com

SCRATCHMAGAZINE.CO.UK 29

HM-13461 © 2022 Nail Alliance - North America, Inc.

The Gelish® and Morgan Taylor® Full Bloom Collection features a selection of shades that celebrate fresh floral hues. The collection offers a bouquet of eye-catching cremes plus a delicate glitter that may be worn on its own or as an overcoat.

BLOOM SERVICE

MODEL IS WEARING: PICK ME PLEASE!

BEST BUDS

I LILAC WHAT I’M SEEING

PLANT ONE ON ME

AVAILABLE AT

gsgroupuk.com Georgie Smedley Group Phone: 01708 465900 www.gsgroupuk.com | Email: info@gsgroupuk.com LONDON, HERTS & ESSEX 0800 014 8313 IRELAND 00353 1 4295122 SOUTH WEST UK 01300 348645

PICK ME PLEASE!

FEELING FLEUR-TY

PRODUCTSPOTLIGHT

r u o l co

PLAYING WITH

Take nail styles to the next level this spring with OPI’s exciting colour collaboration with gaming platform, Xbox. CHLOE RANDALL unlocks its key features…

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fter travelling the globe for over 40 years for nail colour inspo, OPI has paid a visit to the virtual world and unveiled its spring 2022 collection in collaboration with Xbox – launching 1 March.

Suzi Weiss-Fischmann

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Ranked as the fourth ‘coolest brand’ amongst Gen Z, and with 1.4 billion female gamers worldwide, Xbox has been making its mark on the gaming world since 2001. Of the collaboration, Suzi Weiss-Fischmann,

OPI co-founder and brand ambassador, comments: “Whether you use gaming as a creative hobby or as a way to relax, nailcare offers these same benefits.”

Twelve OPI x Xbox shades will be available in GelColor, Infinite Shine and Nail Lacquer formulas, with six of the shades also available in Powder Perfection. “In these worlds, anything is possible, and the collection’s colours reflect infinite possibilities to create,” Suzi continues. “From new shade technology to nail art and more, consumers can expect lots of exciting surprises to come with this partnership!”

PRODUCTSPOTLIGHT

MEET THE SHADES

“This spring, expect to see lots of sparkle, along with colours that are simultaneously bright and calming,” says Jill Bartoshevich, OPI global director of colour collections. “Shades like Sage Simulation, a deeply pigmented version of seafoam green, and standout hue Achievement Unlocked, an energising crè me lilac, offer wearers an escape into a world of colour.

“This collection also includes four ultra-shine hues – Quest for Quartz, Pixel Dust, Heart & Con-soul and You Had Me at Halo – with reflective pixel dust for an effect that’s simply mesmerising.”

EXCLUSIVE CONTENT!

Consumers can unlock shade-matched Xbox in-game content for Halo Infinite and Forza Horizon 5 with every qualifying purchase of two OPI products.

Achievement Unlocked

N00berry

Racing for Pinks

Can’t CTRL Me

Pixel Dust

Sage Simulation

Heart & Con-soul

Quest for Quartz

Suzi is My Avatar

Fans will also have the chance to win custom Xbox wireless controllers in the hues Achievement Unlocked, Racing for Pinks or Can’t CTRL Me to pair with their own nail art inspired by games on the Xbox Game Pass. OPI and Xbox are also set to team up with notable creators from the gaming industry.

Belinda Price, education manager for OPI UK & Ireland, comments: “There is a shade for everyone in the OPI x Xbox collection. Personally, I love the shimmery shades as you can create stunning layered and marbled looks. Those that prefer solid colours will find a hue to suit, including some periwinkle shades in line with the Pantone Color of the Year 2022.

“While gamers will really resonate with this range, there will be many clients who adore the collection for its fabulous colours.

There is something for clients of all ages and for all occasions.

“OPI has collaborated with some great brands, celebrities and films over the years, and this collaboration adds another dimension to the brand’s offerings, exciting fans of OPI and Xbox alike.”

Scan here to watch the OPI x Xbox collection video The Pass is Always Greener

Trading Paint

You Had Me at Halo

www.opiuk.com /OPINailsUK

@opinailsuk

“We’re thrilled to partner with OPI to unveil mesmerising nail polish colours inspired by gaming and the favourite titles on Xbox Game Pass. We hope this collection inspires fans across the globe to embrace their creativity and imagination through nail art and colour.”

Marcos Waltenberg, Xbox global partnerships director SCRATCHMAGAZINE.CO.UK 33

INDUSTRYINSIDER

Cosmetic THE

Climate Take note as The Cosmetic, Toiletry & Perfumery Association (CTPA) shares information about cosmetic traceability & transparency

BY CAROLINE RAINSFORD

Head of scientific & environmental services at The CTPA

NEW ADVERTISING CODE CLEANS UP GREEN CLAIMS

M

any of us are considering the environmental has a beginning, a middle and an end; beginning from when impact of products when we shop. Do you ingredients are first grown or manufactured to when the product ever wish it could be easier to understand the is used, washed down the drain or evaporates. The packaging environmental credentials of the items also needs to be considered as part of this lifecycle. Therefore, that you buy? You aren’t alone. But cosmetics companies have a lot of scope to make there’s good news – at the end of 2021, the UK claims on different areas of the product lifecycle, Having guidance government’s Competition & Markets Authority such as carbon emissions, sustainable sourcing of in place also (CMA) developed the Green Claims Code to help raw materials, water usage, recycled packaging creates a level playing businesses understand how to communicate and more. field between different their green credentials, while reducing the risk companies, so those who of misleading shoppers, or ‘greenwashing’.

It’s vital that companies are offered guidance to are careful to ensure their ensure they are being accurate and specific when This Code will help us, as consumers, make claims are accurate are making environmental claims. informed decisions and protect the reputation of not disadvantaged. businesses that make sustainability claims.

The Green Claims Code isn’t the first initiative to try and set clearer guidance on this topic. There is a Why is the Green Claims Code important? proliferation of guidance and laws across Europe and the wider The environmental credentials of the products that we purchase world to regulate communication about the environmental are becoming increasingly important as we try to reduce our benefits of products. In the UK, the Advertising Standards environmental impact in small but meaningful ways. Information on Authority and the Committee of Advertising Practice, which the sustainability of cosmetic products is crucial to help us make an write the advertising codes for the UK and make sure that informed decision about whether we want to buy a product or not. adverts across UK media follow these codes, have written specific guidance and highlighted certain companies who Sustainability and the environment are big topics. As discussed haven’t been following the codes. in my article at the end of 2021, the life of a cosmetic product

What to look for when buying sustainably Cosmetic companies have been working hard to reduce the industry’s use of resources, improve the lives of people involved in the cosmetic product supply chain, and allow us to use the products we love guilt-free.

If making small changes to your daily life to reduce your environmental impact is a priority for you, you may find the following tips useful: • If you are looking for products that make sustainability claims, make sure the claims are specific, clear and relevant.

• Look at the brand’s website, as many companies publish detailed sustainability reports and information.

36 SCRATCHMAGAZINE.CO.UK

INDUSTRYINSIDER What is the CMA’s Green Claims Code?

Towards the end of 2020, the CMA conducted a review to understand the impact of green claims on consumers.

The review focused on how environmental claims are made, whether they are supported by evidence and how they influence our behaviour when we are considering buying a product. The survey had some very interesting findings: Sometimes, there • Did you know that as can be a misalignment many as up to 80% of claims between what the made on products that we buy brand is trying to tell us are related to sustainability? about the sustainability • Over 50% of us now take of a product, and how we environmental considerations into account when buying a product. actually interpret the • Some of us are willing to pay more information. for goods that can be reused, recycled or that are made from recycled materials.

• Confusing or unclear environmental labelling can lead to ‘information overload’ where we just end up disregarding the information.

• Interestingly, the survey found that sometimes an environmental claim can make us think that the product is lower quality, but this is very unlikely to be the case in reality.

As consumers, we appreciate information on the sustainability of a product. However, challenges can arise if communication from the brand is too vague, full of technical jargon, or is so long that we don’t have time to read it.

In this age of short and snappy media, we look for information that is easy to access and quick to digest. Messages that are too long or unnecessarily complex can lead us to the wrong conclusions, which doesn’t help us make informed purchasing choices.

The survey also found that some of us are simply sceptical about green claims.

Since January 2022, the CMA has been reviewing claims made by brands and will take action against those not complying with the Green Claims Code.

Following the review and a period of consultation with the representatives of various industry sectors, the CMA finally published its Green Claims Code in 2021. The Green Claims Code aims to help brands to communicate sustainability messages in an accurate and helpful way.

“It’s vital that companies are offered guidance to ensure they are being accurate and specific when making environmental claims.”

• Consider separate rubbish and recycling bins in your bathroom so you can easily recycle your empty shampoo, moisturiser and other cosmetic product containers when you have finished with them.

• Make sure you take advantage of any specific packaging takeback schemes when you have used up the product.

Search online for the handy recycling locator tool by sustainability charity, WRAP. • Visit CTPA’s Sustainability Hub to learn more about different aspects of sustainability and what companies are doing in this area via www.ctpa.org.uk/sustainability-hub

What does the Code cover?

What are the requirements of the Green Claims Code?

These are six fundamental principles that brands must follow when communicating the sustainability characteristics of a product.

1. Claims must be truthful and accurate This is the most fundamental requirement. Brands can’t claim something that is untrue.

2. Claims must be clear and unambiguous Claims should be specific. For example, it should be clear whether ‘biodegradable’ refers to the packaging or the formulation breaking down easily after use and disposal.

The claim also needs to be relevant, as it’s no good claiming that packaging is biodegradable if the evidence shows that it biodegrades in a compost bin but consumers are not told to put it in a compost bin. Very general pieces of information such as ‘eco-friendly’ are also not helpful unless there is a clear explanation of why this is the case.

3. Claims must not omit or hide important relevant information If there is a certain piece of information that consumers need to know in order to make an informed decision about buying the product, this should be made clear. For example, it could be seen as hiding relevant information if a product claims to be good for the planet because it contains a plant-based ingredient, but actually it has been well established that commercial farming of this plant can lead to deforestation and other unwanted consequences.

Cosmetics Also, if an ingredient is already companies work hard banned by law because it could to make their green damage the environment, products shouldn’t claim that they are ‘free claims genuine by properly from’ this ingredient. Unless we describing the impact of a know this specific area of law well, product, brand, business or these claims can make us think that service, with evidence other products might contain the to back it up. ingredient, which is misleading.

4. Comparisons must be fair and meaningful Sometimes, products can claim to be more environmentally friendly than other products or practices.

For example, a shampoo or deodorant might be extra concentrated so less packaging is required for the same number of uses. This is a very good thing, and the brand will need to make sure it can justify that the concentrated version can be used the same number of times as the standard version, if this is what is being claimed.

5. Claims must consider the full lifecycle of the product or service It is important that environmental claims take into account the overall impact of the product on the environment, including development, manufacturing, transportation, use and disposal.

For example, there could be a new production process using plant-based starting materials rather than fossil fuels to make an ingredient. However, this new process might also be more energy-intensive. It wouldn’t be fair to claim the product is less carbon intensive overall if the new manufacturing process actually produced more carbon than was saved by the plant-based starting material.

6. Claims must be substantiated Brands need to hold relevant, up-to-date evidence to support their claims.

What happens if companies don’t follow the Green Claims Code?

The CMA has said it is concerned about people being misled by environmental claims and it also wants to ensure that businesses feel confident navigating the law in this area. It is currently carrying out a review of green claims across different types of media; online, on product labels, in shops, and more.

Where misleading claims are found, the CMA can take action alongside other UK regulators such as Trading Standards. www.ctpa.org.uk / www.thefactsabout.co.uk

@thectpa

SCRATCHMAGAZINE.CO.UK 37

THEGELSYSTEM

Shining a light on the

gel system

From builder & fibre to sculpting & shaping, Scratch digs deep into the formulations & uses of different gel products to help you pick the best option for your client’s nail needs EMMA HOBDAY REPORTS Glossy, versatile and affording a chip-free finish, the gel system (the slightly older sister of gel polish) offers a variety of options for a picture-perfect and long-lasting nail finish. Strong and affording sculpting, correcting and building opportunities, #gelnails boasts over 30 million mentions on Instagram, standing firm as a popular choice for techs and clients alike. And with the system’s staying power and little to no smell, what’s not to love?

“There is so much I enjoy about working with the gel system,” comments Paulina Zdrada, Scratch Stars Ultimate Gel Tech & founder of The Nail Lab UK. “The standouts for me would be that gel has a certain amount of flexibility to complement its strength Paulina Zdrada as opposed to L&P acrylic, which has strength, but a rigid finish.

The client files

”Formulations have developed exponentially in recent years and there are gel products to suit any nail plate, lifestyle and tech preference,” comments Magda Gniewek, expert educator at Magnetic Nail Design. “From hard structure gels that are super tough to cross-linked formulations (suitable for those who need strength and flexibility), the options Magda Gniewek available mean we need to keep up-to-date with our knowledge of the system in order to choose the right gel for our clients.

“Always assess the natural nail plate and ask the client about their lifestyle,” Magda continues. “Hard gels won’t be suitable for thin and flexible nails for risk of lifting, and vice versa; flexible gels over hard natural nails may not be the best option.”

“One major benefit I frequently notice is the clarity of clear gel.

I also love that gel requires light curing, so you don’t have to work against the clock as you do with L&P. This means that you can take your time to perfect the look and make sure that what you produce is something you’re proud of.”

Ruth Atkins

VISCOSITY: DECIPHERED

Gel products come in a broad range of viscosities, but what does this mean?

Viscosity is defined as how thick, thin and self-levelling the consistency of a gel product is. The thicker the gel, the higher its viscosity, and the thinner the gel, the lower the viscosity. For example, builder gels have a high viscosity to meet the purpose of building a strong enhancement.

“The choice of gel should be determined by tech preference and what is being created,” comments Katie Barnes, multi award-winning nail tech & founder of Katie Barnes Education & Tool Range. “For example, if you are using a fine liner brush to create a neat cuticle area or trying to achieve a sharp and crisp smile line, then thinner gel will work against you. As you are working, it will quickly self-level Katie Barnes and spread out, which could potentially lead to overexposure or risk of losing the crisp, neat line.

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Salon System education expert, Ruth Atkins, reminds that not all gels are equal. “Each is formulated, applied and cured differently, and nail technicians need to know and understand the differences before using them,” she affirms. “If a gel product is used incorrectly, there could be long-term detrimental consequences for the client’s nails.”

“This is also important for nail art techniques, as the sharper the line required, the thicker the gel must be, within reason. You need it to stay where you put it without it running but not be so thick that it looks 3D. A builder gel would be too thick and stiff.

Therefore, learning about the different viscosities of your gels is essential for success in various techniques.”

Certain factors can also affect the viscosity of the gel, such as: TEMPERATURE: Ensure you have a regular salon temperature, which is not too hot or too cold, as extreme temperatures or direct sunlight can affect gels. Store them in an upright position in a cool and dark place with the lids securely screwed on.

WORKABILITY: The more you work with the gel, the thinner the gel becomes. However, when you stop working with gel, it reverts back to its original viscosity.

COMPOSITION: Gels that contain long chains of larger molecules can make the gel thicker and stiffer to work with – perfect for building the apex of the nail.

THEGELSYSTEM

FIBRE GELS

Fibre gels contain fibreglass (which is as the name suggests, fibres with glass content) within the formula.

When cured, the fibreglass serves to support a strong and solid nail, while the enhancement maintains lightweight and flexible properties. Like builder gels, fibre gels tend to come in neutral shades, which can be worn alone or as a base for colour application.

Perfect for heavy-handed clients who are prone to nail breakages, or whose nails need smoothing, the self-levelling properties of fibre gel allow you to shape the nail and build short enhancements. Fibre gel can behave like a patch or a plaster to help strengthen the natural nail, providing support for brittle and weak nails.

“Unlike other systems, the fibreglass system has been developed from the beauty industry instead of the dental industry,” says Marian Newman BEM in The Complete Nail Technician. “Before artificial nails Marian Newman and all of the accompanying products, manicurists sealed a split in the nail by painting it with a clear varnish, applying a small piece of tissue paper to hold the split in place, and then painting several layers of clear polish over the top to give it strength and a smooth finish.”

This concept has now made its way into a handy gel formula.

Magnetic Nail Design Fiber Coat Gel in Pink £17.90 + VAT www.magneticnails.uk

Product picks

Nailchemy Prophecy Fiber Gel £12.99 + VAT www.nailchemy.co.uk

Lecenté Fibreglass Builder Base Gel in Milky White £15.99 + VAT www.lecente.com / www.sweetsquared.com / www.ellisons.co.uk

Halo Elite Fibre Gel in Clear £18.95 + VAT www.purenails.co

Light Elegance Lexy Line Fiber Gel in Natural Pink £52.45 + VAT www.sweetsquared.com

Brushing up Your brush is one of the most important tools in your tekking arsenal, so it’s vital that you find one that works for you and that is appropriate for use. But it’s vital to take good care of your brush to ensure it keeps performing as it should.

Nailchemy Fiber Gel in Glass £13.99 + VAT www.nailchemy.co.uk

Tina Bell, head of education at Pure Nails, showcases a striking manicure in shades of zesty orange. We love the edgy silver studs on the accent nail!

Using your brush Have different brushes ready for use with different mediums, and fully and thoroughly remove any previous product from the bristles after every use. It’s also a good habit to keep individual brushes for coloured, clear or glitter products.

Cleaning your brush Take your time when cleaning your brushes; being heavy-handed could risk accidentally damaging your tool and it could become frayed and lose its shape. After the gel service has finished, clean your brush immediately, and then again before you store it, to prevent any product that may have been missed on the first clean from collecting and building up in the bristles. It is essential to note that you must clean your brush using an appropriate medium, such as the brand’s cleanser.

Storing your brush Store your brushes facing downwards (to prevent any excess material leaking back into the ferrule and damaging the brush) and in a brush case, which prevents them from becoming dusty, overly dried out or coming into contact with other tools.

Product picks

Light Elegance Smile Line Bling Brush £13.95 + VAT www.sweetsquared.com

Nail stylist, @maisieleahnails, showcases a glossy and uniform mani, created using Calgel’s Linen shade, available via www.izabellehammon.com.

Nailchemy #6 Oval Gel Brush £12.99 + VAT www.nailchemy.co.uk

INK London Fantastic 4/Super 6 Brush £11.67 + VAT www.inknails.com

>>

CND™ ProSeries Gel Flat Square 6 Brush £14.95 + VAT www.sweetsquared.com SCRATCHMAGAZINE.CO.UK 41

THEGELSYSTEM

SCULPTING GELS

The sculpting technique offers endless possibilities when it comes to length, shape and style. With a form as a temporary platform, the technique allows you to create an enhancement without a tip. Form application is great for adding length to the nails of clients who aren’t suited to tips, yet desire long and strong nails.

Product picks

Sculpting short enhancements with builder gels is possible, but sculpting gels have a thicker viscosity – making them ideal for longer enhancements and extreme shapes. Due to this, many require filing off to remove.

Bio Sculpture Sculpting Gel £16.50 + VAT www.renewbeauty.co.uk

Artistic Rock Hard Gel in Hardcore Pink £19.95 + VAT www.louellabelle.co.uk

The GelBottle Nude Gelpot #2 £22.99 + VAT www.thegelbottle.com

“Sculpting with gel certainly takes practice due to the natural self-levelling properties, but once mastered, makes creating slender, natural-looking nails effortless,” says Theresa Foddering, Lecenté lead educator.

Theresa Foddering

“Hard gel requires filing off, with either an E-file or nail file,” comments Helena Marimon, senior nail expert at The GelBottle Inc. “Hard gel, like The GelBottle Inc GelPot, is great for creating long and strong extensions such as stiletto, almond or coffin shapes. These longer shapes are Helena Marimon brilliant for creative nail art, as there is more space to work with to create your client’s chosen design.”

Nailchemy Origin Hard Gel Clear Sculpting Gel £16.50 + VAT www.nailchemy.co.uk

Magnetic Nail Design Sculpting Nail Plate Extender 30g £36.95 + VAT www.magneticnails.uk

Halo Elite Hard Gel in Sculpting Clear from £15.95 + VAT www.purenails.co

TOP TIPS: APPLICATION TAKE YOUR TIME

“Do not rush gel application,” says Ruth Atkins. “Many gels are self-levelling so if you want a perfectly smooth nail, give the gel time to settle before curing.

Also, if you need to create a nice apex – just invert the hand until a curve has been created.

Time is on your side.”

KEEP IT SIMPLE

“Gel application should be clean and simple, with the free edge sealed with every layer. The Samantha Kendrew more gel is moved or applied, the more it will create curing issues due to the volume of product on the nail plate,” says Samantha Kendrew.

“Ensure the client is in the correct position when curing the gel. Flash curing for five seconds is a technique that can be used if you are cautious or slower at painting, to help when applying gel layers.”

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CHOOSE WISELY

“When you’re building the free edge of the nail, use a gel with a thicker consistency, which will be easier to work with,” suggests Paulina Zdrada.

“When using larger amounts of gel, opting for a self-levelling gel might make your job harder as the gel would be more likely to run. The flip-side is that tasks like performing an infill are ideal for using thinner, selflevelling gel, as you’re using less product so it becomes more manageable and will help speed up the process.”

INVEST IN TRAINING

“Whatever system you use, make sure you train with that brand,” comments Charli Jepson, head of education at Glitterbels. “Application techniques vary between brands, so to ensure you get the best from your product, I’d advise attending a class. If you’re investing in the brand, the very least you should do is invest in yourself to correctly apply the product.”

Light Elegance Lexy Hard Gel products, available via www.sweetsquared.com

BRUSH NOTES

“It can take many years to find the perfect brush for application.

I have tried brushes in a variety of sizes and shapes,” explains OPI educator, Loretta Loretta Walker Walker. “Talk to fellow techs and get recommendations. It can take a while but when you find the right brush, your application will be so much easier.”

Light Elegance EA, Susan McGirl, adds: “Keep your brushes in good condition for perfect control when working with gel.

Whether you’re doing Susan McGirl an overlay or building a nail enhancement, it’s best to work in thinner layers to ensure a complete cure. Trust your product – slim, sleek nails that are properly sculpted using the correct system not only look beautiful but wear well.”

THEGELSYSTEM

BUILDER GELS

Mii Strengthen + Shield Builder Gel £16.95 + VAT www.gerrardinternational.com

Product picks

Making its way into a handy bottle-and-brush application formula for many brands is builder gel, which helps ‘build’ the length, apex and shape of salonstyle nails. Widely available in clear or natural-looking shades, builder gels can be used with tips or as a base for short, ridged, weak or damaged nails in order to aid strength. What’s more, most can be soaked off.

Salon System Gellux Builder Gel in Light Pink £11.95 + VAT. Available from wholesalers nationwide.

“Builder gel can be used to overlay or add a short extension to the nail, and a brush-in-bottle format supports easy application,” comments Julie-Anne Larivière, Salon System Gellux expert.

Session nail tech and Salon System nail expert, Karen-Louise, showcases elegant, rounded nails created using Gellux Builder Gel.

Gelish Hard Gel Cover Pink Builder Gel £19.99 + VAT www.gsgroupuk.com

Julie-Anne Larivière

“With a builder gel, you can achieve a gorgeous short enhancement that maintains great strength and structure,” says Glitterbels head of education, Charli Jepson. “However you still need to be mindful of the length, and be aware that builder gels tend not to be as strong as Charli Jepson traditional acrylic and hard gel products. You can also file builder gels easily with far less effort, and the system has great self-levelling properties, meaning sometimes no filing is needed.”

NSI Builder In A Bottle in Blush £19.95 + VAT www.nsinails.co.uk Magnetic Nail Design Standard Builder Gel in Clear £26.30 + VAT www.magneticnails.uk

Calgel Natural Clear Gel £16.98 + VAT www.izabellehammon.com

CND™ PLEXIGEL Color Builder Gels in Milky Mauve & Spiced Taffy £19.95 + VAT www.sweetsquared.com

INK London iJel in Clear from £8.33 + VAT www.inknails.com

Halo EasiBuild in Peach £7.99 + VAT www.purenails.co

Astonishing Nails 1 Step Brush Builder Kit £95 + VAT www.snaprofessional.co.uk

Nails by CND™ EA, Natasha Barker, using CND PLEXIGEL™ Builder topped off with Shellac™ shades..

Entity Rubber Base Gel in Crystal Clear £14.95 + VAT www.thecreativebeautygroup.co.uk

The GelBottle Mini Best of BIAB Collection £85 + VAT www.thegelbottle.com

Nailchemy Cover Beige Builder Gel £13.99 + VAT www.nailchemy.co.uk

Luci Goodyear

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“Never be tempted to apply in one go; always begin any gel service with thorough preparation, but apply your first bead of gel in a thin layer and work onto the nail prior to a cure. This provides an essential foundation for you to lay your subsequent layers upon. This initial layer is just as important as your structure,” says Theresa Foddering.

Light Elegance JimmyGel Building Base Gel in Natural £19.45 + VAT www.sweetsquared.com

A STEADY HAND

“Practice makes perfect, but be gentle during application,” suggests Luci Goodyear, Pure Nails educator.

“Ease the gel into place and it will help build the structure of the nail; but use too much force and the enhancement will appear uneven.”

THE BIG BUILD

Nailchemy Origin French White Builder Gel £16.50 + VAT www.nailchemy.co.uk

Glitterbels Brush On Builder Gel in Cotton Candy £12.99 + VAT www.glitterbels.com

THEGELSYSTEM

COLOUR CALLING

For clients with healthy and smooth natural nails, you can head straight to colour gel application. Choose from on-trend hues to experimental manis – such as the popular ‘Skittles’ mani in various shades of the rainbow.

Usually, each colour gel requires two coats, but consult with the distributor or trainer prior to application and apply a clear top coat if desired to reinforce the enhancement.

Calgel Colour Gels in Avant Garde & Aloha £16.98 + VAT each www.izabellehammon.com

This chic, glossy midnight blue mani comes courtesy of Light Elegance EA, Jo Wickens.

Nails by Marion Behrens using Calgel in Wild Meadow.

Light Elegance Color Gels – The Artist collection £88.95 + VAT/£18.95 + VAT each www.sweetsquared.com

Light Elegance nail tech, Mandi Cox (aka @doodledigits), mixes glitter and colour gels for a striking nail look.

DID YOU KNOW…?

Introduced to the UK market in 1998, Calgel is a soak-off gel system that includes an all-in-one Clear Builder Gel and a range of colour gels that can all be applied to the natural nail without a need for primers or bonders. The Clear Builder Gel can be used to build shape and correct ridged or broken nails when required, or extend length via sculpting or tip extensions.

Calgel offers over 180 shades, available via www.izabellehammon.com

Light Elegance Buttercream in All Hands On Deck £15.45 + VAT www.sweetsquared.com

Nails by Glitterbels co-founder, Annabel Maginnis, using Unbelievabel Gel.

Glitterbels Unbelievabel Gel – The Peachy Queens collection £47.95 inc VAT www.glitterbels.com

This striking red and black mani with roses has been lovingly created by Nailchemy ambassador, Carla Mitchell.

>>

SCRATCHMAGAZINE.CO.UK 45

THEGELSYSTEM

Stunning line work in eye-catching shades of gold and pink really make this design by @nails_by_annabel_m pop.

The talented tech uses Unbelievabel gels from her own brand, Glitterbels.

TROUBLESHOOTING

Scratch probes gel experts about the system and serves up some troubleshooting tips…

BAN THE BUBBLING

“Be careful not to apply too much gel product to the nail plate, as this can cause bubbling or wrinkling after curing. This is easy to avoid by ensuring a minimal amount of gel product is applied and not overworked,” comments Samantha Kendrew, training & development manager at Mii Cosmetics.

FEELING THE HEAT?

“Many believe that heat spikes (exothermic reactions) are just ‘the norm’ when using gel, but it can be, and should be, totally avoided,” says Theresa Foddering.

“Any extreme heat can burn the nail bed and in turn cause, not only unnecessary pain, but nail separation.

“Many superior gels have formulations that avoid this sensation or have lamps with ‘incremental cures’ to control the reaction, providing a slow and ‘proper cure’.

However, apply incorrectly – too thick, or to a damaged nail plate, or with the wrong lamp, and this sensation is hard to avoid.

Ensure your client is aware that if they experience any heat, however small, they must remove their hand from the lamp immediately, and not just to the edge – away from any omitting light.”

EXPECTATION VS REALITY Pops of bold red and yellow together with a chic greige make for a stunning manicure

by Light Elegance EA, Leila Monroy.

LEAKING LIDS?

“Self-levelling gels should always be stored horizontally, as many gel pots can leak,” says Agnes Dullo, INK London educator. “If a leak occurs, clean the lid and the jar with alcohol. When travelling, use plastic wrap between the lid and the jar and tighten it as much as you can, to prevent major leaks.”

Snake print makes for a striking mani in a high-shine gel finish, by Nailchemy educator, Helen Clayton.

“Managing client expectations and talking through aftercare practice can help avoid and prevent disappointment or ‘issues’,” comments Nicola Hammon-Molloy, Nicola Hammon-Molloy sales & marketing director at Izabelle Hammon Ltd. “No system will offer the same results for all clients, and most issues that may arise are from improper prep, application or aftercare.

“Also, using a gel that may not suit the client’s nail type can lead to disappointment. It’s important to attend training in every nail system you use so that you understand common issues and how to rectify them.”

CHANGING COLOURS?

“Sometimes a coating will pick up a colour, such as nicotine, dye in clothing (such as new jeans), hair dye, or fake tan. If this happens, it usually means that the coating is undercured.

These are large molecules and should not be able to penetrate a properly cured coating. Make sure you are using the correct lamp, the fingers are placed correctly in the lamp and the curing process is for the correct time,” comments Marian Newman BEM.

TOO CLOSE FOR COMFORT? A slick and sculpted French gel manicure by Monika Kupien, master educator at Indigo Nails.

LIFT OFF?

Agnes Dullo

“Overexposure can lead to allergies, so be mindful not to get the product on the skin of the client or on yourself,” comments Charli Jepson.

“As with any enhancement system, a common issue that students face is lifting of the enhancement,” comments Agnes Dullo. “This can be prevented by ensuring that the prep work is vigilant.”

46 SCRATCHMAGAZINE.CO.UK

PROBLEMATIC HAND PLACEMENT?

“The most common issue I find within my salon and from students is incorrect hand placement in the lamp, leading to an improper cure of the gel,” reveals Loretta Walker, OPI educator. “Ensure you use the correct lamp for your chosen brand. Secondly, educate your client and staff members about the importance of using the right lamp and where to place the fingers and thumb.”

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Fingers of NAILSTYLE

fortune Excite clients & challenge your creativity with a fun approach to choosing a nail design.

CHLOE RANDALL finds out more…

Keep clients engaged and entice them to try new nail art styles with a randomised approach to selecting a look. The hashtag #mysterymanicure has over five million views on TikTok, and involves using a gumball-style machine or random selection process to deliver a nail art look that you can then create for your fun-loving client.

A stand-out addition to your treatment menu, the process is ideal for indecisive and experimental techs and clients alike, particularly techs who wish to let their creative juices flow and surprise their clients with unique and innovative designs.

Scratch chats to techs that have introduced the mystery manicure service to their business and reveal how you can make the most of this offering…

Sabina Bungard of Bare Beauty, Milnrow /barebeautymilnrow

www.barebeautymilnrow.com Why did you introduce the mystery manicure concept?

“Much of the time, my clients want nail art or a design on their nails but struggle to make a decision at their appointment.

Many of my clients are very open-minded and would previously come to their appointment and place their hands on the desk before asking me to do whatever colour or design I desired. While this was so much fun for me, I felt it could be made much more fun for my clients. After a video chat with members of the INK London Tech Facebook group, the idea of mystery manicures was mentioned. This idea immediately struck me as something my clients would want and need.”

How do you run the service?

“I have a ‘Mystery Machine’ that contains around 100 balls, each filled with an idea, theme or design. When the client turns the wheel, they receive a ball at random.

“Some of the balls have multiple choice options; for example ‘marble or neon’ and ‘line art or dotty’. This gives my clients some choice regarding the design they would like me to create for them. Other balls contain images, or themes such as ‘match the season’, ‘Insta ‘ trending’ or ‘therapist choice’.

PRICING

“I converse with the client throughout the service and consider their likes and dislikes. I always ask for their preferred colours, shape and length. I know how far I can take my art with each client and the themes that come out of the machine can be catered to each individual. It is a completely POINTER bespoke service.”

“At Bare Beauty, the ‘Mystery Manicure’ has a set How do clients react? price of £35,” comments Sabina.

“They love the machine as “I will always discuss with a client it takes the guesswork out what systems they are happy for me of their appointment and to use and for some designs, I would they get excited to spin the wheel and see what prefer to extend the nails slightly happens. I have a lot of to allow more space to design. clients who feel I do my However, this is at no extra cost best work this way.” and is always assessed on an individual basis.”

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@sabina.beauty.artistry

NAILSTYLE

Danni Moore of Nails By Danni Moore, Bristol /NailsbyDanniMoore @nailsbydannimoore “I don’t have a mystery manicure machine but I do have a fun option that is used by 90% of my clients,” reveals Danni Moore.

“They simply book a mystery option via my online booking system and leave it with me to decide their nail style. I plan the look the night before and they don’t find out what they are having until I have finished!

“If it is a first appointment for a client, I ask them to give me an idea of what they do and don’t like. If it’s someone who’s been before then it’s over to me to be creative and design something from scratch.

“Mystery manicures are risky as you worry the client may not like what you have designed. However, I usually have ideas that are in my usual style of work so hopefully this minimises the risk of someone not liking it.”

TOP TIP

It is important to remember that anyone can buy a mystery manicure machine, but what really matters is what is inside it. Make sure every design is something you can achieve in a reasonable appointment time and can be exaggerated or toned down to suit your client’s likes and dislikes.

“A mystery manicure machine is a great investment for any tech and such a unique service that has truly helped my business to grow.”

Sabina Bungard

Mystery Manicure Machine From £109.99 www.businessbuddyprints.com

GET THE GEAR

Scratch chats to Alan Santini of Business Buddy Prints, which sells mystery manicure machines and bespoke beauty items…

“We first saw the mystery manicure concept on social media and the idea seemed great. Being from creative and art-focused backgrounds, our team members loved that this idea allows techs to express and showcase their own art and incorporate it within the service they offer.

“We create machines depending on the client’s branding and desires. They can be neutral or flamboyant, from basic in colour to covered in gems. We work with each client individually to create a bespoke machine that represents their business and their creativity.

“The machine has attracted more questions than any other product we offer. The popularity has been huge, especially with nail artists that want to showcase their own designs Business Buddy Prints is rather than be directed by an indecisive client. It gives offering a 10% discount on all nail artists the opportunity to be recognised for their products for Scratch readers unique work and an opportunity for clients to enhance with code SCRATCH10 at their trust in the tech and experiment with new styles.”

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SCRATCHPADS

SCRATCH PADS A walk on the wild side A love of animals and a passion for nails and beauty has led to the launch of a jungle-themed salon. The crowning glory?

A giant pink gorilla. EMMA HOBDAY explores…

S

itting boldly in the centre of a Chesterfield salon is a big pink gorilla, a talking point amongst clients of the venue, which happens to be named after the eye-catching item. Founded in 2020 by Kerry Manders and Leanne Hemmens, who each have over a decade of industry experience, Pink Gorilla is a convergence of innovative ideas that spawned a quirky environment for treatment offerings.

“We started looking for a salon premises at the beginning of 2020, then unfortunately lockdown meant that we had to postpone it for several months,” the duo comments. “We decided during the third lockdown that we just needed to make our business happen, so that’s exactly what we did, and Pink Gorilla was born. We wanted to focus on something that would bring positivity after such a challenging year.”

Kerry and Leanne were determined to create a salon that stood out in the local area. “We both love the outdoors and nature, so we wanted 52 SCRATCHMAGAZINE.CO.UK

to bring this aesthetic to the salon, but it quickly turned into a jungle theme,” they reveal. “Gary the gorilla became the salon’s icon, and we also wanted Gary to be pink, which resulted in the salon name.”

Décor & design Supporting the work needs of the four members of staff at the salon are stylish hair and nail stations, created by Kerry’s dad.

He crafted them from wood and steel before entwining steel petals and flowers around them. “We love that these have been custom-made and no one else in the world has them,” comment Kerry and Leanne. “A lot of the décor was created by us; we made fluffy ‘clouds’ that hang from the ceiling, and used wood from the woods where Kerry walks her dog to add some natural touches to the space.

“The greenery on the walls and wisteria on the ceiling was sourced online, and we continued to build on it until we were happy with the look. All of the fun animal features were found on the internet or >>

SCRATCHPADS

“We both love the outdoors and nature, so we wanted to bring this aesthetic to the salon, but it quickly turned into a jungle theme. Gary the gorilla became the salon’s icon, and we also wanted Gary to be pink, which resulted in the salon name.”

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SCRATCHPADS

“The salon’s opening attracted clients that seek to have their beauty treatments in a relaxed environment, with a professional and friendly atmosphere.” in shops; whenever we see something we like, we buy it! Gary the gorilla had to be shipped to us, but he was worth it.”

The talented pros chose an open plan salon in an ‘L’ shape, with the front of the salon acting as a welcoming reception and seating area. “The hair stations are in the middle and are free standing, as this is the best way to make use of the space. Behind are the washbasins and client bathroom.

“The second part of the salon flows openly into the nail area. There are two beautiful nail desks with an area where the chairs can recline for brow and lash treatments. Across from the nail area is another seating area.”

Nail & beauty picks Rich in hair offerings owing to Leanne’s 14-year and Kerry’s 12-year experience in hair styling, Kerry used her five years of beauty training to create the salon’s nail and beauty menu. It includes lash lift and tint, brow shaping, luxury mani and pedis, hard gel enhancements and gel polish services with options for basic and advanced nail art.

The luxury gel manicure includes gel application with cuticle work, finished with a hand scrub, hand and arm massage and cuticle oil. The pedicure includes a soak in a milk bath with fragrant dried oranges, cinnamon and flowers. A foot and leg scrub, foot file and buff, and then a foot and leg massage finish the treatment.

Pink Gorilla uses Halo and The GelBottle products for nail services, revealing that the longevity of the products is adored by clients.

“The GelBottle Builder Gel and Gel Pots are very popular,” explain Kerry and Leanne. “Halo has a great colour selection and staying power.” The duo also stocks its own brand of products, including cuticle oil. “It smells of Parma Violets and the clients love it!”

Enthusiastic in their love for nails, Kerry and Leanne reveal that they find the art of the service very therapeutic – for both clients and themselves.

“We love that our role is different from day to day and we couldn’t imagine ourselves doing anything else. Clients love to sit and share their news or just have a giggle, which is really important. Pampering can make people feel better; both mentally and physically.”

In addition, a wide range of refreshments is offered at the salon, and Kerry and Leanne ensure that each service is carried out with care and precision, resulting in clients rebooking 99% of the time after their first visit to Pink Gorilla. “We would definitely recommend booking in advance! We can rarely accommodate last minute appointments unless we have had a cancellation,” they reveal.

The salon’s opening attracted clients that seek to have their beauty treatments in a relaxed environment, with a professional and friendly atmosphere. The duo acknowledges a determined work ethic, explaining that they are both hard-working, yet easy-going at the same time. “Our motto would be to always do what you enjoy, as we find this keeps you happy in your job! Helping each other and supporting each other is important too – we really push everyone’s strengths and rave about it to everyone. This attracts clients, and people love for their work to be appreciated.”

The businesswomen have high ambitions for the future, as they very much want to expand the Pink Gorilla brand. “We are manifesting big things for Pink Gorilla, including a training academy, a range of products and more.”

Pink Gorilla 54 SCRATCHMAGAZINE.CO.UK

@pinkgorillasalon

SCRATCHPADS

“Clients love to sit and share their news or just have a giggle, which is really important. Pampering can make people feel better; both mentally and physically.”

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Getting down to s s e n i s u b SCRATCHCOLUMNIST

Take note as the NATIONAL HAIR & BEAUTY FEDERATION serves up support & advice for beauty business owners

Getting the price right About the NHBF

The National Hair & Beauty Federation (NHBF) is the UK’s largest trade body for businesses in the hair, beauty and barbering industries.

The National Hair Federation launched its sister trade association for the beauty industry (NBF) in 2018, and the body relaunched as the NHBF in 2019.

With Richard Lambert as the chief executive, the association provides specialist business support, advice and backup to hair and beauty businesses.

Honing over 75 years’ experience, the not-for-profit organisation aims to be a reliable source of information for you and your business.

“Nail salons with a number of staff members should consider offering tiered pricing based on the level of experience of each employee.”

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S

etting appropriate prices for your treatments and retail lines is crucial if you want to make a profit and grow your nail business.

Energy prices are going up this year, and with the increase in the National Minimum Wage and National Insurance Contributions, it is important to review your price points now. Calculate your outgoings, for example what you’re paying out on wages, stock, rent, rates, utility bills and accountancy/banking costs. You’ll need to increase your prices if you are breaking even or making a loss.

The next step is to decide how much you’re going to charge. There are a number of factors to consider, including: • Your location.

• Your target market.

• The range and type of services you offer.

• Whether you seek a high-volume turnover or a luxury market.

Nail salons with multiple staff members should consider offering tiered pricing based on the level of experience of each employee. This will help to increase profits and also offer a clear career path to inspire and motivate staff members.

When to increase your prices If possible, it’s a good idea to increase your prices at the start of each financial year in April. This will make sense to clients and be more acceptable to them. Try to give at least six weeks’ notice – don’t spring price changes on your clients. Salon owners should plan for the 1.25% increase in National Insurance Contributions for employers and employees this April.

www.nhbf.co.uk

/nhbfsocial

Make sure all your staff members are able to explain the reasons for the price increases. For example, suppliers’ higher costs and increases in wages, rent and rates.

Increasing retail sales There are a number of steps you can take to encourage your employees to sell more products and boost your profits. For example: • Make sure they tell clients which products they are using on them while educating them about the benefits. This will encourage clients to buy the products for use between appointments.

• Encourage staff to sell the products they really love, as their genuine enthusiasm will be infectious.

• Ask your supplier to run a training session for staff members so they fully understand the products and their benefits.

• Offer a monthly prize for best salesperson.

You can also make the most of special days and seasons, for example taking part in Valentine’s Day and promoting products that protect against sun and sea damage during the summer.

How the NHBF can help Become an NHBF member and take advantage of discounted products and services, use its templates and policies, download NHBF guides and benefit from business coaching provided by industry experts.

Visit www.nhbf.co.uk/join.

@nhbfsocial

@nhbfsocial

©️2021 OPI PRODUCTS INC. • CALL 02039 015892 OR VISIT TRADE.OPIUK.COM

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SCRATCHCOLUMNIST

Chair – Marian Newman BEM

Deputy chair & director of information – Sue Davies

Director of education – Donna Clayton

Director of finance & legal affairs – Denise Spragg

THE FORCE

OF THE FEDS Explore the exciting Feds agenda for the months ahead as SUE DAVIES reveals changes, goals, events & more…

T

THE FEDS & YOU IN 2022

he Federation of Nail Professionals has an exciting year ahead and, following the departure of three of our founding board members, the team welcomes a financial and legal director from within the Fed volunteers. These volunteers have been supporting us at events and with various projects over the last year, and I would like to introduce you to Denise Spragg, who has been working alongside us and helping with our legal requirements.

MEET DENISE SPRAGG Denise is a nail technician, pedicurist and salon owner based in Taunton, Somerset. She has been working with clients since 2011 and she and her husband Andy opened The Sangha House, a holistic wellbeing centre, in November 2016.

A former criminal and family law solicitor for 25 years, Denise has always had a passion for holistic therapies, but found a way to really make a difference to clients when she started offering pedicures seven years ago. Now she works with clients with complex foot issues, offering high quality footcare combined with pampering and beautifying, appealing particularly to men and women in their 50s and 60s who notice their feet changing as they age.

Of her new role as director of finance & legal affairs for The FNP, Denise comments: “I am really looking forward to making a difference in enhancing the reputation of the nail profession.

There are so many incredibly talented and highly skilled practitioners who provide such a valuable service for their clients, making them feel beautiful, healthy and worthy and who deserve far greater recognition than they currently receive.

“I can’t wait to work with my fellow board members, including the legendary Marian Newman (who quite literally wrote the book we trained with!) to give nail technicians and the public alike the confidence and recognition that is much overdue.”

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WHAT’S ON THE AGENDA FOR 2022?

The Federation of Nail Professionals AGM We will be holding our Annual General Meeting on Monday 7 February, which will be open to all paid members, so please look out for the announcement and put the date in your diary. This is your opportunity to take part in the workings of the Federation.

Membership, website & benefits update We are so proud that many nail pros and educators have opted to join The FNP since membership opened last year. We are on our way to greater things as a result. So far, all the funds have been deployed to the website build, which has been epic in the scale of our projects, and we are soon to launch the last live phase, featuring the nail professional and educator directory and educator resources.

The directory is fed directly from each member’s dashboard information and there is one for nail pros and one for educators, so make sure you have been onto your dashboard and that your location, services and other information is up-to-date, then click ‘Yes’ to be in the directory. We will be promoting this directory to consumers and pros wherever possible to ensure that they can find a reputable FNP nail professional or FNP Licence To Teach educator.

Also, about to land are the resources for our educator members and Donna is working behind the scenes to get these documents ready and uploaded. If you are an existing member, head over to your dashboard to find them.

The website has taken more time to build than we initially envisaged, but we know that what we have created (with our team at Web Logix) will provide our members with a fantastic resource that will continue to grow and enhance their experience.

The FNP’s nail professional directory provides a platform for members to showcase their business to prospective clients, who will be able to search by location for services offered. The educator directory will allow our educator members to put their academies in the spotlight for potential students to find them. It was also include various search functions.

SCRATCHCOLUMNIST We hope that these benefits will encourage more professionals to invest in their business and future by joining The FNP. We are very aware that our signed-up members are awaiting their membership packs, and these are now imminent. Now we have the website and administrative functions finalised, we can issue the formal stuff! If you’re a paid member, your pack will be with you very soon.

The Feds Non-Executive Board We will, in the coming months, be creating and developing our Non-Executive Board. This will be made up of ‘Federation advisors’ who each have a skill or area of knowledge to bring to the table.

There won’t be a finite number of FAs as we recognise that as a board, we only have so much knowledge and that to be able to provide the widest service to our members and to consumers, we need a large bank of support to fall back on when we need it.

We have started our list of go-to professionals, so watch this space as we begin announcing this fantastic group of supporters. With the likes of Sam Marshall and Sam Blake already signed up, we know that the FA team will grow and be a huge resource for all.

FNP Seminar Social – New date to be announced Following the unfortunate postponement of our first Seminar Social due to the onset of the Omicron variant, we will announce a new date to ensure will can bring the same speaker list to delegates. At the time of writing, the government guidelines suggest that we will be able to continue with larger group activities. All being well, we hope to reconvene in March. In case you missed the details, it is an afternoon of industry experts (Marian Newman, Sam Blake, Samuel Sweet and Ryan Power) giving talks on their specialist areas followed by a social and networking opportunity in the early evening. It is being held in London at the eco-friendly Impact Hub just around the corner from St Pancras/King’s Cross/Euston. We’d love to see lots of you there! We will be actively promoting as soon as we have the date, and you will find the details on Eventbrite. We are currently in the process of planning another large event and more will be announced on this in due course.”

MEET US!

The FNP & Professional Beauty nail competition & trade show – London, 2022 We will be partnering with Professional Beauty again for its 3-4 April event and will have a stand, on which you’ll be able to find out more about joining as a member, meet the team, find information on what we do and what we have planned.

I’ll be on the competition floor running the London Nail Championships, which Marian and I have been working on since October. We have listened to competitors’ feedback and have updated and amended a few things, which we hope will bring an even better competition.

Scratch Stars & Olympia Beauty We will be working closely with Scratch and Olympia Beauty in the coming year and can’t thank both entities enough for the support and assistance provided to us as we continue to grow.

For the Scratch Stars Awards, we will be working on scoring criteria and judging processes with the team and, of course, attending the Scratch Stars Party, which we are already looking forward to. We will be on The FNP stand at Olympia Beauty and although a long way off, we know it will whizz around!

“We are so proud that many nail pros and educators have opted to join The Federation of Nail Professionals since membership opened last year. We are on our way to greater things as a result.”

WE NEED YOU! Lend us your ears! We will be actively approaching individuals, businesses and brands to support the work of The Federation of Nail Professionals. All patronage scheme funds go towards supporting the functions of the Federation, which may include operating costs, wages, professional fees, marketing and expenses for representatives of the Federation to fulfil its role.

To date, the Federation board has worked on a completely voluntary basis, self-funding all that has been required. However, we know that to pursue essential projects to enhance the reputation and standing of our industry, we now need to employ team members to work on behalf of the organisation, which is a not-for-profit limited company. So far, our own funds and that of our patrons and benefactors have allowed us to create the foundation stones of the Federation, but the need for support from the wider industry becomes more important the more we proceed. FNP membership fees, of course, work towards this goal too, but to be seen and heard as the Voice of the Nail Industry, a level of financial support beyond the board and foundation patrons and benefactors will be needed.

Full details of the patronage scheme are available on request, however a brief definition of each type of financial supporter is as follows: Friend: An individual that wishes to support The FNP with a small annual donation from £50. www.the-fnp.com

/TheFNPUK

Benefactor: An individual or small business/brand within or related to the nail industry who wishes to show continued support to the Federation through a minimum annual donation of £500.

Patron: A large brand/distributor within or related to the nail industry who wishes to show continued support to the Federation through a minimum annual donation of £5000. Our patrons and benefactors currently include OPI, Bio Sculpture UK, Glitterbels and Global Travel Mask.

We would love to welcome more brands and businesses on board and look forward to welcoming them.

Over the last year or so, we have also been working together with our media partners – Scratch, Olympia Beauty and Professional Beauty to whom we are eternally grateful for the continued support.

As part of our patronage programme, our patrons and benefactors are recognised on our website and are given various marketing opportunities within the FNP world. @the_fnp_

@the_fnp_

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s e p o c s l i a N

SPIRIT&STYLE

gn ris ti c s o f e a c h si te c ra a h c e th Im m e rs e in e xp lo re s c o lo u r Y E IL IE LL A C s a o f th e zo d ia c , u r st a r st yl e … yo it su to s n g si p ic ks & d e BIRTHDAY TECH! Ashton Toner

Liverpool based tech, Ashton Toner, has two years’ experience in the nail industry and works under the business name ‘Polish Them Off’.

She celebrated her birthday on 24 January, falling under the Aquarius star sign, which runs up to 18 February.

“There’s so much I love about being a nail tech,” Ashton enthuses. “There are always new techniques to learn and new designs to play with, and the industry community is so supportive.

“The best thing about being an Aquarius is that I am extremely creative. I like to think outside of the box when it comes to art. I’m also known for my quick wit and sarcasm.” /polishthemoff

@ashtons_nail_art

Aquarius

JANUARY 20 – FEBRUARY 18

Happy birthday Aquarians! This month will be full of positivity and artistic boosts, so it’s time to get creative with some new nail art designs.

Jaz Moger aka @paintbyjaz takes inspiration from the star sign of Aquarius for this beautiful blue design.

Taurus

APRIL 20 – MAY 20

New concepts and ideas are blessing Taureans this month.

Stimulate your artistic side by wearing an energetic and bright orange hue on nails in February.

Nailchemy Artisan Gel Paint in Orange £7.99 + VAT www.nailchemy.co.uk

Pisces

FEBRUARY 19 – MARCH 20

This season offers focus and direction for Pisces, as well as new opportunities.

Keep calm in this busy time by opting for cool blue detailing on nails.

Lecenté Iridescent Glitter in Teal £3.99 + VAT www.lecente.com / www.sweetsquared.com / www.ellisons.co.uk

Gemini

MAY 21 – JUNE 20

Planning ahead will be beneficial to Geminis who want to make movements towards long-term goals this month, so set time aside to create a solid schedule.

Virgo

AUGUST 23 – SEPTEMBER 22

Leo

JULY 23 – AUGUST 22

Friends and family are key focuses this February for Leos. This month brings a sense of fulfilment and an urge to start fresh new projects.

Scorpio

OCTOBER 23 – NOVEMBER 21

February strengthens Scorpio’s connections with others, so expect a busy social life this month! Boost your energy with a vibrant shade of red.

Mii Colour Confidence Nail Polish in Planet Sun from £4.50 + VAT/RRP £9 www.miicosmetics.com / www.gerrardinternational.com 62 SCRATCHMAGAZINE.CO.UK

Virgos – it’s time to be productive and put a strong focus on your work life. Stimulate your productivity by wearing a sunny shade of yellow.

CND SHELLAC™ in Among The Marigolds £13.95 + VAT www.sweetsquared.com

Ashton Toner uses top colour picks for Aquarius to create this stunning marble nail design.

Aries

MARCH 21 – APRIL 19

This month is a great time to enhance your career by growing your knowledge.

If you’ve had your eye on any nail courses, now is the time to book.

Cancer

JUNE 21 – JULY 22

Cancerians should take time to relax this February after an active few months. Work on your self love and confidence by sporting shades of pink on nails.

Light Elegance P+ Gel Polish in Wanna Watercolor? £13.95 + VAT www.sweetsquared.com

Libra

SEPTEMBER 23 – OCTOBER 22

Libras have been working hard to bring about positive changes in their life and can expect them to come to fruition.

Achievements will start to blossom.

Capricorn

DECEMBER 22 – JANUARY 19

Sa arius

NOVEMBER 22 – DECEMBER 21 Sagittarians are blessed with motivation and inspiration this month. February is a great time to work on growing your social media presence.

Capricorns are busy getting things done this month, with boosts in their productivity. Make time to rest and rejuvenate by sporting a shade of green.

Salon System Gellux in Forever Green £11.95 + VAT. Available from wholesalers nationwide.

TECHSPOTLIGHT

READERS GALLERY Immerse yourself in the career story of HOLLY MORRIS-LAST, whose colourful character perfectly complements her bold & exciting nail styles

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TECHSPOTLIGHT

Name – Holly Morris-Last Age – 37 years Business name – Hollystic Location – Rossendale Years in nails – I qualified three years ago, however an extended period of maternity leave and three lockdowns mean I have been actively working as a nail tech for around 18 months.

Trained with – I feel as if I have been in training for this job my entire life! All of my qualifications since leaving high school have been in art and design and I have a degree in fashion. I spent years working for the creative team at Debenhams and love experimenting with colour and style. My nail journey started with Young Nails educator, Becky Sawicz, who is an amazing mentor.

I have since converted to the INK London brand and love its products.

Product picks – INK London’s Cover Flubber is amazing for ensuring a long-lasting gel polish service. Another essential in my kit bag is a fine liner brush as I use it for detailed nail artistry.

Top technique – I love layering, whether with gel polish, flakes, foils or chrome, and I enjoy the marbling effect that can be created with blooming gel. I’m also a big fan of tortie manicures!

Favourite nail design – Intricate, hand-painted designs as I enjoy a

challenge. I like celestial, galaxy styles and delicate florals, as well as abstract brushstroke designs.

My personal style is very vibrant and energetic; the more colour the better!

Career ambition & vision – I’m proud of what I have achieved during such a short time in the industry but would love to become a brand ambassador and eventually run my own nail studio. I see nail design as an art form and believe that artists should be valued .for their skills. With this in mind, I want to help campaign for fairer expectations in regard to service charges for nail art.

I also want to push my creative boundaries by getting involved with brand photo shoots, exhibitions and competitions. I just want to be the best at what I do.

Who do you admire in the industry?

The nail tech community is so supportive and I admire many techs for their skill, creativity and approachability. Techs @sammimay.beauty, @nailsbyalicewhite and @emily__meraki helped me during lockdown while I was struggling with postnatal depression and we discussed techniques, our favourite products, babies and our experiences. They built my confidence and made me smile; I value people who use their time to help others and try to do the same. Their work is also incredible, as are the skills of @gaudyoctopus, the vibe of @nails.bab and the creativity of @nailditbyalyssa. /hollysticnails

@holly_stic

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SCRATCHCOLUMNIST

JUST ADD

20/21 WINNER

ABOUT ANNABEL

Annabel Maginnis studied fashion and make-up artistry in London before moving into the nail world in 2015. Her notable creative flair in the field saw her Instagram following skyrocket. Fuelled by momentum, she opened her own salon, Nails By Annabel, in Newcastle, and in 2017, supported by husband, Elliott, the duo launched Glitterbels – a professional range of nail products.

In 2021, the business was awarded the Scratch Stars Shooting Star Award based on its growth, popularity and provision of education and products for pros.

r e t t gli Help your business sparkle & nail designs shine with advice & inspo from ANNABEL MAGINNIS, co-founder of Glitterbels MAGINNIS

How to spread love in business to reap success

A

s we mark Valentine’s Day this month, I thought it would be good to talk about love.

Not the kind of love I have for my husband, Elliott, and daughter, Pearl, but the love I feel for my customers, staff and clients.

In a world bursting with divided opinions and internet trolls, I think we can all agree that if we care for our staff and customers and treat them with respect, kindness and love, then we gain a sense of satisfaction alongside greater results and respect.

“You are what you attract, and staying positive about You are what you your work and client attract, and staying positive about your work base helps keep clients and client base helps enthused and excited keep clients enthused and excited to visit. If you post on social media that to visit.”

As a brand owner, it is important that I interact with my customers to show that I respect their opinions and needs and can create products and inspiring designs to support their work.

Appreciating your clients and staff members helps strengthen bonds and aid trust. Incentives help keep morale and motivation high, so consider loyalty cards for clients to keep them coming back. In return, they’ll receive a discount after a designated number of bookings. www.nailsbyannabel.co.uk /Nailsbyannabelm & /GlitterbelsbyAnnabel @nails_by_annabel_m & @glitterbels /Nailsbyannabelm & /Glitterbels 66 SCRATCHMAGAZINE.CO.UK

your client; ask questions if they’re willing to talk and write down their birthday, child’s name or any important events they divulge on their notes. Take a look at these notes before their next appointment so you can pick up the conversation from the previous appointment, and so they feel that the service you give is more personal. Love breeds loyalty, so on a client’s birthday, perhaps offer them a small discount or give them a birthday card.

Clients will keep returning to your nail desk if you’re on time, produce great nails, work in a clean and comfortable environment and make them feel valued. Get to know

you are dreading a day at work, then why would any client be excited about their appointment that day? Focus on the day ahead and let this wonderful industry we all get to be part of inspire you to do great things. At the end of the day, you are sure to leave smiling and feeling proud of yourself and your team.

As the saying goes, ‘choose a job you love, and you will never work a day in your life’. Happy Valentine’s to all the nail techs, brand owners, educators, and readers of Scratch!

Until next month,

Annabel x

BUSINESSMATTERS

Experts ASK THE

Scratch pitches your pressing questions to those in-the-know…

Q: How can I ‘break up’ with a difficult client and prevent them from rebooking my services?

LIZ MCKEON Salon business expert

When you first started your nail business, it probably felt as if finding clients was all that mattered.

However, as your business has grown, you may have realised that certain client relationships no longer serve you or your business and now you’re not sure what to do about it.

www.lizmckeon.com /liz.mckeon.9 @lizmckeonbizliz

Ending certain client relationships is part of business growth and you need to do it firmly and professionally without hurting any feelings or damaging your reputation.

At what point is it in your best interest to break up with a client?

• They don’t value what you do and often take advantage by asking for more than they should. They may even expect a free service from you.

• They are dishonest.

• They don’t communicate well, or are rude or abusive to you or your team members.

How can you deliver the news most effectively and avoid any backlash?

• Give plenty of notice when firing a client. This is important as it shows respect, and gives the client time to find a replacement technician.

• Remember to be as polite and professional as possible.

Even if the client tested your patience, don’t insult them or call their character into question.

• Make it sound beneficial to the client; perhaps even make it sound like an opportunity for them. You can explain that you realise their needs will be better served by another nail tech, and even recommend someone more suitable.

• Thank them for their business, which can help end your relationship on pleasant terms and prevent ill feeling.

NICOLE DOWLING Pure Nails educator

@nicoledowling94

I feel that when clients are continuously late for their appointment, they have no respect for your time.

Even being 10 minutes late can set you back all day, and it is unfair on your next clients who arrive on time.

I always try to explain to my clients that my full day is scheduled and how much it sets me back if they do run late.

The three-strike policy Whenever I get a new client, I explain my three-strike policy, which is that you only get three chances with me. If clients do not turn up for their appointment more than three times, then they’re barred from my books.

“Ending certain client relationships is part of business growth and you need to do it firmly and professionally without hurting any feelings or damaging your reputation.”

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Breaking up with a client is always awkward and uncomfortable. During my years as a nail tech, I have had to end my working relationship with a few clients. The most common reasons have included being late for appointments or not turning up without prior cancellation.

BUSINESSMATTERS SUSAN ROUTLEDGE Beauty business expert

There are so many elements that could cause relationships to break down and it is your responsibility to take into consideration the information placed in front of you.

If the reason a client is breaking away www.susanroutledge.com from your business /SusanRoutledgeConsultancy is because they @susan_routledge are unhappy, then diplomacy is key. Sometimes, a client is justified, sometimes not. At other times, there may be something going on in their life, which sparks a chain reaction of emotions.

It is key to listen, which is often all a client wants or needs. I would never advise reacting; instead be as understanding as possible without getting defensive.

Thank the client for giving you their feedback and then say that you would like some time to do more research on the situation and give a timeframe to come back to the client. This diffuses the situation and gives you a chance to speak further with the client when the situation may be calmer.

What’s the best way to break up with a client?

It is always a good idea to have a digital copy of your complaints procedure which you can send to a disgruntled client. This shows professionalism and outlines how the client’s complaint or any unsavoury behaviour on their part will be handled, along with timeframes for responses.

“If the reason a client is breaking away from your business is because they are unhappy, then diplomacy is key. Sometimes, a client is justified, sometimes not. At other times, there may be something going on in their life, which sparks a chain reaction of emotions.”

LORETTA WALKER Founder of The Nail Lounge, Stourbridge

Emails and texts can be interpreted in so many ways, depending on the recipient’s mood while reading, therefore I would always look for ways to speak directly to the client – either by phone or in person. Any outcome can then be agreed and confirmed by email for both parties.

When delivering the news that you are terminating the tech and client relationship, you need to be honest. No matter how challenging the conversation, it’s best to be honest and factual.

Write down the points that have led you to make the decision, so you don’t forget anything. It may be a good idea to have a www.thenaillounge-stourbridge.co.uk role play conversation with your partner, a friend or member of /thenailloungestourbridge @the.nail.and.beauty.lounge staff so you can diffuse any bad emotional reactions. During the entire process with your client, remain professional, factual and if possible, have empathy.

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SCRATCHCOLUMNIST

STYLE WITH

e i d a S

‘ Creative nail expert & content creator for TGB & Peacci, SADIE JORDAN, shares on-trend nail styles, tips & step-by-steps

How to get more love on your Instagram account

STEP-BY-STEP: Ombré Negative Space Hearts

3.

1. Apply The GelBottle 2in1 Base Coat to all nails.

2. Paint one even coat of TGB’s Marshmallow onto nails.

3. Using the Detail brush, paint two small dots in the middle of the first nail, one above the other.

4. Connect the dots with two symmetrical curved lines.

5. Carefully fill in the space around the heart with your chosen pink hue.

6. Apply TGB’s Extreme Shine Top Coat to finish. Repeat the above steps across the remaining nails using various shades of pink, from dark to light.

4. Shoot your photos and videos with good lighting so you can

1

2

3

4

5

6

Social media can be a tough arena to navigate, and it’s one more thing to think about as a busy nail tech. However, love it or hate it – it’s an essential tool that can help you grow your business and get your work the recognition it deserves.

Here are my 10 top tips for creating great Instagram content:

1. Post nail images that you are proud of and that show off your talent and personal style. Don’t just post any image because it’s been a while since you last uploaded! Quality is key.

2.

Create fun and engaging nail designs or posts that encourage people to like, comment and importantly, share on their feeds.

Promote your content on Instagram Stories in case some of your followers missed your post. capture the nails clearly and showcase their beautiful finish.

5. Use trending audios on your Reels and TikToks and try to edit your videos to the beat.

6. Look at which of your posts have performed well and try to pinpoint why. This will help you to refine your content and style.

7.

Interact with your followers by replying to comments and responding to messages when possible.

8.

Support other accounts that you like or that inspire you.

Building a sense of community online will encourage others to engage and could motivate you to be more active on your account.

9.

TOP TIP

Adjust your images before posting so they catch the eyes of followers, and ensure that the colours are vibrant and true to life.

To achieve the gradient in this nail design, use three different shades of pink (a dark, light and mid shade) along with a white to create your perfect custom ombré colours.

For this look, I used TGB shades Pink Panther, Apricot Flower, Cupid and Daisy.

10.

Have fun with your Instagram account and don’t feel pressured into posting every day.

#NAILSPO

For an alternative look this Valentine’s Day, I love this camo print by the Named Collective. The print could be a challenge to paint on a small scale but I think the design would look incredible on a long coffin enhancement.

Use The GelBottle’s Detail Brush to create the intricate look.

70 SCRATCHMAGAZINE.CO.UK

Follow Sadie:

@sadiejnails

The GelBottle Inc products are available via www.thegelbottle.com /thegelbottleinc /TheGelBottleInc

@the_gelbottle_inc

2022 네일프로 컴피티션 아시아

NAILPRO® Competitions ASIA 2022

Online Registration

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Last Edition:

ASIA-KOREA 2022 Seoul, Korea

May 26~28, 2022 onsite

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BUSINESSMATTERS

App-y

days Scratch gets to grips with 7 digital tools designed to take the stress out of running your beauty business Having your own beauty business is no small feat. While it’s wonderful to do a job that you love every day, we know that the other side of running a business (organising appointments, sorting out finances and handling your marketing) can prove challenging. But it doesn’t have to be! If you want to focus your efforts on the skills that you have trained for and enjoy, why not place managing your business in the hands of an app?

Pocket PA

Background : When Caroline Syson’s daughter, Megan, decided to become a freelance lash technician but had no business or financial management experience, Caroline knew she had to find an app to help her. After struggling to find one that combined day-to-day admin and practical work in a single, easy-to-use tool, Caroline decided to create her own; an app that small businesses and freelancers like Megan needed.

Features: • Simple management of appointments, client records and income.

• A system to send out invoices and automatic reminders to clients.

• Card payments via online payment processing services, Stripe and Square.

• Sales, earnings and expenses tracking.

• Data can be exported into spreadsheets, ready to send to an accountant or to help you fill in your tax return.

Cost: £14.99 per month. Salon Services customers can receive a 10% discount.

www.pocketpa.com

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BUSINESSMATTERS

Storefront

Background: The masterminds behind app, LeSalon, which matches clients with mobile beauty therapists, were unable to run their business during each lockdown. With the opportunity to evaluate how to help their therapists, the team noticed that the use of paper diaries and WhatsApp was inefficient so decided to build an easy-to-use app to organise and promote bookings.

Features: • Booking management, allowing you to see appointments in a calendar format.

• A system to take card payments.

• A view of your earnings, with a tool to set targets.

• Confirmation emails and SMS reminders for clients.

• Option for a custom website optimised for high rankings on search engines and with a large portfolio. The app also features a booking form, available 24/7, which takes prepayments.

• Automatic calculation of the travel time between appointments for mobile therapists.

Cost: The app with the calendar and payments is free. An upgrade to a website with the booking form and other features is available.

www.lesalon.com/storefront

Timely

Background: The minds behind New Zealand tourism app, Bookit, created Timely after being repeatedly asked to provide a similar app to Bookit for businesses in other industries. As Timely has grown, it has focused its efforts on its largest customer group; beauty businesses.

Features: • 24/7 booking from your Instagram, Facebook and website, with clients able to create a login. There is the option to request deposits.

• Creation of client profiles and a customisable reward scheme.

• Management of online payments and sales and organisation of prices and promotions.

• Automatic SMS and email messages, which can be sent to tailored groups.

• Retailing, which can be tracked, and stock ordering.

• Management of staff hours, plus staff and business performance insights.

Cost: Packages start at £15 per month for one staff member and increase when more team members are added.

www.gettimely.com

“As Timely has grown, it has focused its efforts on its largest customer group; beauty businesses.”

SCRATCHMAGAZINE.CO.UK 73

>>

BUSINESSMATTERS

PamperBook Background: PamperBook creator, Jody Riley, has managed a number of salons and found that she has spent hours each day organising her paper diary, as well as manually booking in clients while trying to perform treatments. She founded the app to make the lives of beauty pros experiencing similar challenges much easier.

Features: • Digital diary, allowing you to manage bookings from anywhere and at any time.

• 24/7 online booking for clients, and an Instagram and Facebook booking link.

• Deposit system direct through your PamperBook profile, with the option to customise amounts.

• Booking reminders for clients.

• One-to-one account support with dedicated account managers.

Cost: There are bronze, silver and gold packages available, starting at £15 per month.

www.pamperbook.co.uk

Booksy

Background: Booksy was founded by two entrepreneurs, whose own experiences made them realise that small business owners miss out on valuable time to allow their creativity to flourish and to build their businesses.

Features: • Clients can book appointments and pay deposits 24/7 via an app, with the option to send out notifications and reminders.

• Easy management of staff and shifts, client information, sales and inventory.

• Flexible payment solutions, including a streamlined checkout process, client records on file and contactless payments and deposits.

• Marketing tools, such as email and social media templates, promotions and message blasts, and importing and inviting clients.

• Live customer support and continued education.

Cost: £40 per month, plus an additional £10 for each staff member added (for the first nine members).

www.booksy.com/biz/en-gb

74 SCRATCHMAGAZINE.CO.UK

BUSINESSMATTERS

Treatwell Background: The idea for Treatwell came from a former Lastminute.com employee, who became frustrated after being unable to book a massage online one evening. He felt that there was a market for online booking tools for spas and salons, where availability and price information could be provided, along with the opportunity to book at any time from a client app.

Professionals can sign up to list their appointment slots on the app or website, as another avenue for client bookings.

Features: • Digital diary, allowing you to view and amend your appointment schedule and client notes from anywhere.

• Email/SMS appointment reminders, rebook invites and review requests.

• Breakdown of sales by team or treatment, and client reports.

• Tracking of retail sales and product stock, and automatic generation of order forms when you’re running low.

• Online payment processing services, with an option to set custom prices and discounts.

• Professional email templates and social media images and tools.

Cost: There are two plans available: an ‘entry’ plan for £29 per month or a ‘plus’ plan for £49 per month featuring extra financial services – both with a £99 sign-up fee.

www.treatwell.co.uk

QuickBooks Background: QuickBooks was founded in 1998 by software company, Intuit. Designed to offer small business owners an easy-to-use tool to manage finances, QuickBooks quickly became popular among those with little accounting experience.

Features: • Automatic calculation of VAT and checking and submission of your tax return to HMRC, with reminders to pay tax.

• Management of expenses and invoices, which can be customised and pay-enabled.

• Streamlining of your payroll, with automated pay-runs, pension auto-enrolment and timesheet tracking linked to your payroll.

• Real-time reports to track payments and forecast cash flow, when QuickBooks is connected to your bank.

• Creation of estimates and quotes.

• Stock management.

Cost: Plans start at £6 a month and increase based on the size of your business.

www.quickbooks.intuit.com/uk

SCRATCHMAGAZINE.CO.UK 75

SALONSPOTLIGHTS

Through the

Keyhole Take a peek inside salon setups across the UK as Scratch unlocks each door…

CandyMani’s Nails & Beauty Location: Lowestoft, Suffolk

Candice Muddeman launched CandyMani’s in 2015, working from her dining room at home. “Last year during a lockdown, my husband and I began to transform a space at the back of the house into a nail and beauty studio,” Candice reveals. “We are lucky to have a generous space, but it needed a lot of work, so some local tradespeople were involved in making my dream studio a reality.”

Candice works alone to conduct every aspect of her business, from ordering products to marketing and delivering the treatments. “I specialise in gel nails and I have taken a number of nail art courses as I love the opportunity to get creative,” she explains. “I also offer henna brows, facial waxing, lash lifts and tinting. For special occasions, clients can request express party lashes, a spray tan, a Tropic skincare facial and make-up.”

Candice’s salon space means she can offer group appointments for birthday get-togethers or hen parties. “I have also hosted pamper parties for younger clients. My daughter is eight years old and is very keen to invite her friends to the salon.”

The Tiffany blue-inspired accents in the salon stand out against its crisp and clean white tones. “Clients love my monochrome salon prints, which add some personality to the space,” Candice reveals. “I am often described as a warm and bubbly person and I hope that my bright colour scheme and cute touches, such as the fluffy cushions and mirrored radiator, offer a cosy and friendly vibe. My clients range from teens to mature ladies, and I pride myself on being chatty and sensitive to their requirements. I love what I do and am enjoying this chapter in my professional space.” /candymanisgelnails

Do you want to be featured on this page?

Scan here to submit your salon or setup

@candymanisgelnails

Thirty Six

Location: Dereham, Norfolk

Ruby Grice opened her first salon in 2018, but sadly had to close it in July 2021 due to the effects of the pandemic. “It broke my heart to let go of my first salon, but I have been able to move to a private room and I am excited about progressing my nail journey.

“I wanted to make sure that my new space had the same vibe as the previous salon, so I decorated it similarly and kept most of the furniture,” says Ruby, who works alongside colleague and nail tech, Kirsten. “We have become the best of friends and I’m grateful that we work together,” she continues. “I am qualified to offer facials, brow and lash services, and brow lamination is very popular. Our nail services are offered with CJP products and we finish with NAF! Stuff Cuticle Oils.”

The navy, pink and gold colour scheme of Thirty Six is inspired by 1920s decadence – but with a modern twist. “I get so many compliments on the décor and furniture, even from clients who don’t li ke the colour pink!

“We offer complimentary drinks to our clients which include coffee, tea, and prosecco. I want them to enjoy a luxurious experience and feel that the chic setting helps this to be achieved.” /thirtysixdereham 76 SCRATCHMAGAZINE.CO.UK

@thirtysix_dereham

@thirtysix_dereham

HEALTHMATTERS

Compromised

clients Nail stylists reveal how they’ve adapted to various client needs at the nail desk, including hypermobility, arthritis & broken bones

Anthea Edwards on…

Hypermobility The eight-year-old daughter of Anthea Edwards, a nail stylist from Godalming, was diagnosed with hypermobility at the age of one. This is the ability to move joints beyond the most common range of movement, which can cause joint pain and stiffness. “My daughter was a very clumsy and off-balance walker, so she was tested for hypermobility on the Beighton Score (a test that shows the level of hypermobility) and she scored eight out of nine,” says Anthea.

“She gets incredibly tired as her body works twice as hard to do the same things others take for granted. She loses balance frequently and often has bruises from bumping into things, but she sees a physiotherapist and we are learning to cope with it,” she continues.

Due to Anthea’s insight into hypermobility, she can often identify signs and symptoms in nail clients, although she says that it can be less apparent in adults, and not everyone with the condition will have hypermobile finger joints.

“If a client does have hypermobile finger joints, the skin is often more stretchy and as you hold the finger, it can bend the wrong way at the joints. If you do have a client like this, instead of holding the end of the finger to paint, grip the finger at the first joint, which will stop the finger from involuntary flexing.

“Your client may also suffer from joint stiffness or joints that easily dislocate, so positioning may need to be altered in this case. Above all, each client is different, so talk to them about how to make the appointment more comfortable to suit their needs.” /NailsByAnthea

@nailsbyanthea

Casey Smith on…

Being double-jointed Casey Smith of New Moon Nails, Telford, is a doublejointed nail tech and finds that it can be challenging for her to file and shape a client’s nails due to the increased flexibility. “It’s because my fingers often want to bend further away when the file is against the nail.

When I’ve been filing a lot and they keep doing it, my joints can get sore.

“My advice to nail techs working with double-jointed clients is to be patient and use it to your advantage when doing a client’s nails. You may have to brace the finger on each side when filing to stop the fingers bending too much.

“However, a double-jointed client may be able to have their hand in awkward positions for much longer without it getting uncomfortable. Check with your client regularly to ensure they remain comfortable throughout the treatment. As long as your client is relaxed, you’ll probably find it much easier to complete a service, as a doublejointed client’s fingers will just work with you, so you have much less of the ‘could you just move your hand here?’ conversations!” /Newmoonnailsbycasey @newmoon_nails

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HEALTHMATTERS

Louise Carlin on…

Hypermobility Louise Carlin of Worcester salon, Get Nailed, has tended to the nails of a client with hypermobility and shares her experience and advice.

“The client had requested a full set of nail enhancements, but as soon as I began nail prep, her fingers would be close to buckling when pressure was applied,” Louise reveals. “It was like trying to work on a finger made of springs – every way I moved, her fingers moved in the opposite direction.”

Louise asked the client if she could ‘tighten’ her finger to prevent the buckling but it was only then that the client explained that she had hypermobility. The client also explained to Louise that her skin is thinner than the average person’s, which is another common symptom of hypermobility.

“This made cuticle work more challenging, but the hardest aspect of the treatment was form fitting,” Louise continues.

“I needed both my hands to adjust the form but a third hand to stop her fingers from buckling. I ended up working on one hand at a time, and she held her knuckle in place while I applied the form, so my appointment doubled in time as a result,” she continues.

The determined nail tech was originally disappointed in her work, thinking she could have done better, but the client loved the finished nails, and returned seven weeks later with every nail in place for a new set.

Louise prepared by allowing herself more time for this next appointment. “I didn’t charge more, as hypermobility is not a fault; it was just something that required more consideration to achieve the best result.”

Louise’s advice to other techs with hypermobile clients is to be patient.

“The results are worth it in the end, and the client will see your efforts and return, because they trust you.”

/getnailedworcester @getnailedworcester

“Check with your client regularly to ensure they are comfortable throughout the treatment. As long as your client is relaxed, you’ll probably find it much easier to complete a service.”

Sarah Thorpe on…

Fractured or broken bones “Unfortunately, one of my clients fell and fractured her wrist in multiple places but still wanted to have her nails done,” reveals Sarah Thorpe of ST Beauty. “I have a great hand rest, but I actually found that using a towel rolled up was much more comfortable for my client, as she was able to rest her wrist in the towel and it slightly supported her cast either side.

“This client normally has a French gel overlay, so she was booked in for an infill.

I removed the base of my lamp and held it over the nails to cure. I used my E-file to remove the bulk quickly, as hand filing seemed to cause discomfort. We worked on two nails at a time on the side of the broken wrist and she found the rest in between application to be more comfortable.

“I applied product to one hand at a time, holding my lamp over her hand to flash cure each nail as I painted the French design, and also held it over her hand to fully cure each layer. It was much easier for me to hold the lamp, as her hand with the cast would not fit in the lamp as usual. My advice would be to ask for complete honesty as to what works for the client and what doesn’t, and have a few different options (pillows, hand rests, towels) ready to see what works best. Book extra time and keep checking in case they need to swap hands for a while.

“My mum also broke her wrist and shoulder socket – at different times – and thankfully one had nearly healed when she broke the other, so we used my GB Wrist Rest and she found it much easier to get the whole hand done in one go, as moving the hand from one place to another was painful for her. So again, removing the base and holding it over the hand seemed to work best!”

GB Wrist Rests are available via www.gbwristrests.com

/S.TBeautyx

Sarah Thorpe on…

Clients with arthritis “I find that a chair on wheels makes it slightly easier to work on the nails of clients with arthritis as I can move myself to different angles. I also find that a rolled towel supports the client well.

“Flash curing is a must! It can be very difficult to make the nails look ‘straight’ or ‘uniform’ when the fingers themselves are not. For one client, I use INK London’s Flubber, so I hold the lamp over to flash cure two nails at a time, as depending on how bent over the finger is, the product can easily flood the sidewalls.”

>>

INK London Flubber £11.67 + VAT www.inknails.com SCRATCHMAGAZINE.CO.UK 79

HEALTHMATTERS

Magda Gniewek on… clients with arthritis “The most common issues with arthritic clients include limited finger movements and some pain,” reveals Magda Gniewek, expert educator at Magnetic Nail Design. To make the service comfortable for both clients and nail technicians, extra care and service adjustments are needed.

“Ask questions about what is comfortable or uncomfortable for the client during the consultation stage, and try not to squeeze the client’s fingers.

Check their comfort levels throughout and I recommend using an E-file instead of a hand file when working with enhancements to avoid pressure on the fingers.

“Consider adjusting the arm rest, and move the client’s elbows to rest on a pillow or stand so you can move their hand freely. In the colder months, you could use a hot water bottle to help warm the client’s hands and relax the joints.” www.magneticnails.uk

/magneticnailsuk

@magda_magnetic

“Ask questions about what is comfortable or uncomfortable for the client during the consultation stage, and try not to squeeze the client’s fingers. Check their comfort levels throughout and I recommend using an E-file instead of a hand file when working with enhancements to avoid pressure on the fingers.”

Carla Fenu on… clients with finger stiffness & hypermobility “When a client’s fingers are rigid or stiff, I find that if I stop filing or working for a moment and chat to the client, they start to relax,” says Carla Fenu of Haywards Heath salon, Frankie’s.

“The most difficult times are when clients want to watch you work, as they automatically move their nails up which can make the service tricky and more stressful on my hands. I try to distract these clients and have a TV playing YouTube clips of Kirsty Meakin, which my clients love, and I get a lot of inspiration from her, too!

“I tend to a client who is very hypermobile and the flexibility of her fingers makes work tricky. However, I hold her fingers firmly which helps support application.

“For techs with similar clients, invest in a great arm rest and no soft cushions. The arm rest should be raised so the hand can relax over the edge. This benefits both the client and the tech.” /frankieshairandnails20

@frankieshairandnails

“Invest in a great arm rest and no soft cushions. The arm rest should be raised so the hand can relax over the edge.

This benefits both the client and the tech.”

80 SCRATCHMAGAZINE.CO.UK

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HEALTHMATTERS

BACK TO BASICS:

First Aid Brush up on your first aid knowledge & ensure you have the necessary resources to manage issues that may arise in the nail space CHLOE RANDALL REPORTS With busy appointment books and a need to keep up with nail trends on social media, it can be easy to push basic business refreshers to the back of your mind. Safety is paramount, and while you may be up-to-date on PPE and Covid-19 protocols, have you stopped to think about general practices and equipment you need in place for both employee and client safety?

What the law says…

The Health & Safety (First Aid) Regulations 1981 are a key part of duty of care and apply to all workplaces, including those with less than five employees and the self-employed.

It dictates that: ✚ Risk assessments should be carried out to identify the level of first aid provision needed and all employees must be made aware of first aid arrangements. ✚ There should be appropriate facilities for first aid, for example a first aid room, first aid boxes in appropriate locations and first aiders. ✚ One first aider should be present for every 50 people.

In higher risk areas, this ratio may need to be increased. ✚ An appointed first aider must be present in the salon at all times so it is important that this is considered when allocating shifts. The first aider would take charge when someone has a minor injury such as a burn or cut or if a medical emergency is presented.

“The Health & Safety (First Aid) Regulations 1981 require you to provide adequate and appropriate first aid equipment, facilities and people.”

Who, what, where?

Upon joining the salon, it is the legal responsibility of the employer to ensure that employees know the answers to the following questions: ✚ Where is the nearest telephone? ✚ Where is the emergency exit? ✚ Where is the first aid kit? ✚ Where is the incident reporting book? ✚ Who are the first aiders? ✚ Who is responsible for stocking the first aid box and what should it contain?

82 SCRATCHMAGAZINE.CO.UK

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DID YOU KNOW…?

All organisations employing more than five people are required to display a health & safety poster.

HEALTHMATTERS What should be in the first aid box?

There is no mandatory list of items to put in a first aid box, as it depends on what you assess your needs to be in your risk assessment. The HSE advises the following as a guide for activities involving low level hazards:

✚ A leaflet with general first aid guidance.

Scan here to download.

✚ 20 individually wrapped sterile plasters (of assorted sizes), appropriate to the type of work.

Provide hypoallergenic plasters if necessary. ✚ Two sterile eye pads. ✚ Four individually wrapped triangular bandages, preferably sterile. ✚ Six safety pins. ✚ Two large, individually wrapped, sterile, unmedicated wound dressings. ✚ Six medium-sized, individually wrapped, sterile, unmedicated wound dressings. ✚ At least three pairs of disposable gloves.

It is recommended that you don’t keep tablets and medicines in the first aid box.

The BSI Standard Complete First Aid Kit, suitable for salons with up to 25 employees, is available to purchase from Salons Direct.

BSI Standard Complete First Aid Kit £20.95 + VAT www.salonsdirect.com

DID YOU KNOW...?

Under the regulations, you have no legal duty to provide first aid treatment for non-employees. However, Health & Safety Executive (HSE) strongly recommends that non-employees are included in your first aid provision.

Course bites

First Aid For Life and onlinefirstaid.com are multi award-winning first aid training businesses fully regulated through Ofqual and Qualsafe Awards.

Written by first aid trainer, Emma Hammett, the businesses run an Emergency First Aid At Work course, covering the HSE syllabus which has been adapted for the beauty industry and takes around six hours to complete.

Emma Hammett

On completion, you can download and print your certificate, which is valid for three years and awards you with an HSE Appointed Person First Aid qualification.

This course fulfils all the criteria for Appointed Person first aid training, however a practical course is required in order to be a full first aider.

Consisting of illustrated step-by-step directions, flow charts, diagrams, videos and ‘test yourself’ sections all to be completed online, you will be able to stop and start as often as you like and print your certificate on completion. Afterwards, you will also have continuous access to the course for 12 months.

For queries or to sign up, contact emma@firstaidforlife.org.uk

TOP TIP It is a good idea for self-employed nail technicians to ensure they are qualified to provide first aid, whether they work in a salon or on a mobile basis.

SCRATCHMAGAZINE.CO.UK 83

6

BUSINESSMATTERS

ways to perfect your

social media strategy

SARAH HARTLEY, a digital marketing consultant with expertise in beauty, shares top tips to help increase engagement & sales via your social platforms

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our time is precious, so don’t spend it creating content that doesn’t attract your ideal clients. Just as you connect with your client at the nail desk, it’s important to connect via social media platforms. However, you need to understand them and what they want, and plan an effective social strategy. The more you can connect with your audience members, the more likely they are to book an appointment with you or purchase your product recommendations.

Sarah Hartley

Posting randomly to your accounts won’t keep clients interested; you may see a spike in bookings after posting an offer, but a great social media strategy will keep bookings consistent. Here are my top tips for perfecting the social media strategy for your nail or beauty business:

1. Know your audience This step can quite often be forgotten, but if you know who your ideal client is, then you can create content that they can relate to.

The effect of this is that they will engage more, be likely to share your content and trust what you are delivering.

2. Set goals & plan your content

Before you begin to plan your content, you need to decide what you hope to achieve. Establish the goals for your social media platforms and then work backwards, setting smaller, manageable goals and targets on a monthly basis. Hitting these regular targets will keep you on track to reach your goals.

3. Be consistent

Many techs believe they should be posting on social media several times each day, but it’s better to post quality content two or three times each week, rather than content with limited value. Your content needs to show your audience either how you can help them or who you are; the face behind the business. A mixture of content and topics can increase engagement, as this is more interesting than posting the same message multiple times.

4. Ensure quality posts Remembering to add value will help but if nobody clicks on your caption, then your amazing content will just be wasted.

84 SCRATCHMAGAZINE.CO.UK

Don’t forget to use high quality photos, especially on Instagram as it’s a visual platform. You need to have good lighting and a good backdrop to make your work stand out. If you’re just starting out, try different angles and shooting in a variety of places until you find something that works well for you. Your photo needs to stop people scrolling so they want to read your caption.

5. Test & develop

Social media changes regularly; your audience, global events and technology will change, so something that worked well for you one year might not work at all the next. Try new things and keep up-to-date with news and social media developments to explore what works well for your audience.

6. Use Insights

To discover what is – and isn’t – working well on your social media platforms, look at the ‘Insights’ section of your account. Each month, note which posts do well and which do not to identify any patterns so that you can plan your future posts.

A HELPING HAND Join my Blossoming Salon Socials membership to become more confident, reach more clients and organise your business and its social platforms. Each month, I add a training video, masterclass and resources, such as a checklist and worksheets, for you to complete at your own pace.

Within the membership is an amazing community of salon owners and freelance therapists who support one another and champion success. www.blossomtreesocial.com /blossomingsalonsocials

@blossomingsalonsocials

NAIL TECHS AND THERAPISTS ARE JUST 7 SIMPLE STEPS AWAY FROM THEIR P H A B

S E R V I C E

S T A R

the hair & beauty industry's equivalent

STEP 1

of the Michelin Stars

STEP 2

APPLY NOW

ND SOME FILL IN YOUR DETAILS A RS: PERFORMANCE NUMBE

GO TO

PHABSERVICESTARS.COM AND CLICK

STEP 3

s: Based on the last 6 week

seen per day ber of clients - average num stomers who ber of those cu - average num

UK & ROI only

ENTER YOU R PAYMENT DETAILS yo

tions from you buy retail solu stomers who ber of those cu - average num ients are regular cl

u will o nly be charge d if you r applica tion is succes sful

STEP 4 RETURN TO YOUR EMAILS AND ACTIVATE YOUR ACCOUNT JUST CLICK ON THE LINK

STEP 6

STEP 5

FILL IN YOUR TESTIMONIAL CONTACT DETAILS

COMPLETE YOUR PROFI LE PAGE You will need: - a headshot

2 customers er & your manag

- 4 images of your work - a short bio ab out your experience - your services, hygiene & environmental practices

ESSES NO GU O ... WE D E S A E L P F R PROO O F K S A

EIR GET TH R US ION FO S S I M R PE HEM TACT T N O C TO

- booking and price list URLs etc...

STEP 7 When your customers and manager have responded, you are

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TECHTALK

FROM RUSSIA… with love

Multi award-winning nail champion, ANNA GRISHANKOVA from Russia, shares her success story, creative styles & future hopes with Scratch…

My background in nails My interest in the industry started at the age of 16, as a salon client. I loved my appointments as the process fascinated me; particularly the application of gel. I immersed myself in learning more about the craft and read everything I could find, before enrolling on a course with the E.Mi brand.

I began creating nail looks for my friends and then took a job at a beauty salon, at which I saw industry magazines for the first time. Within the pages were pictures from nail competitions and of extreme and 3D nails, and my passion for competing and creating avant-garde designs grew from there.

My mantra Everything is possible. A career journey is like a driving metaphor; travel your chosen route at your own speed, and consider anyone that doubts you or lets you down as the trees, lakes and fields that you pass by and leave behind.

Nail tales I have been working in the nail industry for 19 years and love 3D modelling, creating extreme nails and nail artistry. One of my favourite aspects of the role is seeing a client’s mood lifted and a smile on their face after I have finished their nail service. It shows that my work has made them happy!

Competition experience I have been taking part in nail competitions for six years and my achievements include a gold medal at Nailympia London in 2013 in the Mixed Media Boxed Art category, and bronze and silver awards at the Nevskiye Berega competition in St Petersburg. I also scooped the first place award at the Intersharm Professional Exhibition Contest in Moscow and a World Champion accolade at OMC HairWorld in 2014 for 3D design. I am proud to have achieved gold medals in championships across the globe.

My focus I have run a beauty salon for 10 years, but my focus has changed since the birth of my son. I work as a master artist, judge, educator and competition trainer and develop online training courses in nail design and decoration for E.Mi.

“My main goal is to continue making my clients happy and to help them feel confident through the art of nails.”

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TECHTALK

“One of my favourite aspects of the role is seeing a client’s mood lifted and a smile on their face after I have finished their nail service. It shows that my work has made them happy!”

Style file My favourite nail shape to create for clients is oval, as it’s feminine and delicate in style; a classic look! My medium of choice is acrygel as it features all the best properties of gel and L&P in one system.

Inspiration matters Fashion fuels my nail styles, as nail trends are dictated by fashion. I look at all elements of apparel to gain inspiration for my nail designs, including embroidery, prints, accessories, jewellery and fabric texture.

My highlights My greatest achievement is my OMC HairWorld World Champion award.

When I look at photos of my work, I can see how my skills have grown over time.

I’m a woman from a small town, who is now a nail competition champion, and that makes me so proud.

Goals & dreams I would like to work with celebrities and develop nail art products to help achieve on-trend designs at a faster pace. My main goal is to continue making my clients happy and to help them feel confident through the art of nails. I will be devoting more time to preparing fellow techs for competitions so that their children can say, “My parent is a champion!” @volkova_anna37

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NAILSCENE

BRAND

WAT C H

Get to know the names behind companies & brands that are attracting attention across the nail & beauty scene Twinz Nails Magdalena Baranowska and Malgorzata Holowczak opened their flagship nail salon in 2016 and have since launched Twinz Nails Academy and developed their own product range.

“We were prompted by the needs of our clients, students and ourselves to create a range of products,” the sisters reveal. “Working as nail stylists and nail educators gives us the kind of satisfaction that drives us to be the best we can be and achieve more success in our business, which resulted in us launching our product line in November 2020.”

The Twinz Nails range includes: • Nail art brushes • Gel brushes • Drill bits • Cuticle drill bits • Cuticle scissors • Cuticle pushers • Nail files • Nail buffers Magdalena and Malgorzata, based in Blackpool, first featured in Scratch in 2017, and have scooped a number of accolades, including highly commended awards for Business of the Year.

“Our motto is ‘nothing is impossible’ and there is always a way to improve a business, life and career,” the duo adds. “As nail educators, we provide products for our students during training. Our students always want to work with the same products we teach them with so when we created our product range, we did it with the view that they will be used by both beginners and existing professionals. “ www.twinznails.co.uk

/twinznailss

@twinznails_training_academy

Blabz Beauty Bar Abbi Gilfillan’s creative streak led her to study Product Design at university, and during this time she explored nail styling as a hobbyist. Her passion for the craft grew and she completed a nail technician course in 2019. “My love for the nail industry didn’t stop there,” she reveals. “I began to enjoy the properties and powers of the products I was using and wanted to provide clients with the best salon experience possible.

“I began to formulate, design and develop my own cuticle oils to retail for aftercare use, under the Blabz Beauty Bar name.”

Blabz Beauty Bar offers 20 fruity and sweet scents and releases limited edition seasonal scents across the year. Cuticle oil pens and 15ml dropper bottles are available.

Since the initial launch, Abbi has expanded the range to include cuticle & hand balms, hand creams, lip balms, bath bombs, wax melts, shower steamers, simmering salts, brow & lash conditioner, reusable cleansing cushions and A4 salon prints.

“I love the freedom of creating my own scents and being able to provide great aftercare in a convenient and beautifully fragrant form,” Abbi reveals. “I would love to become a ‘one stop shop’ for nail technicians at some point in the future, providing products they can use on clients and retail after their appointment.” www.blabzbeautybar.co.uk

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DISABILITY&INCLUSIVITY

Make your nail space more inclusive to clients with various needs & enhance their experience with advice from experts CHLOE RANDALL REPORTS

ACCESS ALL AREAS According to disability charity, Scope, there are 14.1 million people in the UK living with a disability, with one in three disabled people experiencing prejudice.

The Disability Discrimination Act requires service providers to ensure they are providing accessible goods, facilities and services to their customers, meaning all salons are required to make ‘reasonable adjustments’ for their clients.

Scratch explores how you can make your space more accessible for deaf, blind and neurodivergent clients as well as wheelchair users…

TOP TIPS

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THE DEAF CLIENT One in five adults in the UK has some form of hearing loss, highlighting the importance of making your salon as comfortable and inclusive as possible for those with hearing issues so they can enjoy the experience and benefit from your nail services.

PPE

Many deaf people relying on lip-reading, however the use of face coverings due to the Covid-19 pandemic has made lip-reading impossible. Consider wearing a face covering with a clear panel to aid communication.

Annie Harris, advocacy officer at the Royal National Institute of Deaf People shares her top tips to provide a more comfortable experience for clients that are hard of hearing in the salon: Make sure you have information about each treatment written down and have pricing information clearly displayed with pictures of each treatment.

Ensure you have the person’s attention before speaking and use eye contact. Keep music in the salon fairly quiet and move to a quieter area of the salon if necessary.

Don’t be afraid to repeat or rephrase information, and consider writing it down if the person doesn’t understand. You can also use speech to text apps so the person can read the information on a phone or tablet.

Another useful addition to the salon would be to make sure you have a hearing loop installed for people with hearing loss and ensure it is serviced regularly.

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Fask Clear Panel Mask £14.99 + VAT www.faskuk.com

DIGITAL POINTER

Always subtitle your video content on social media to ensure that deaf followers can still enjoy it. Subtitles are easily available on most social media platforms so you don’t have to add them manually.

If your video features music, make sure it is not louder than the person speaking. If you have a staff member who uses sign language, invite them to do a video in British Sign Language to explain your treatment offerings.

Communication is key

“Always ask your client what communication needs they have as everyone is different. Don’t be afraid to communicate as sitting in silence can make the client feel awkward,” reveals Annie.

“Make sure you always speak to the person and not to an interpreter or anyone else they bring to the appointment.

Also, please don’t shout as this will come across as aggressive and can be uncomfortable for hearing aid users.”

DISABILITY&INCLUSIVITY

THE BLIND CLIENT Before the appointment

Making the booking process straightforward for visually impaired clients is important to ensure your business is inclusive of their needs.

“Your business should offer the option to call to make an appointment,” reveals Seema Flower, founder of disability training consultancy, Blind Ambition. “Clients should also be given clear instructions on the location of the salon, including local landmarks and where taxis can drop them off. If needed, someone from the salon can arrange to meet the client outside to guide them and they can call when nearby.”

Checklist: Accommodating guide dogs

ü Is there room for the guide dog to sit by the client’s feet and not be in an aisle? ü Ensure that none of the team or other clients distract, talk to or stroke a working dog without the owner’s permission. ü Make sure all staff members know the law surrounding assistance dogs in the UK. ü Post clear signs around your salon to highlight that you welcome assistance dogs. ü Ensure there is only one guide dog owner in the salon at a time. ü Moderate the temperature of the salon to make sure it isn’t too hot for the guide dog, particularly in summer seasons. ü Have a bowl of water available to the dog. ü Keep the salon clear to navigate as the more cluttered it is, the harder it is for the client to move around.

During the appointment

To give visually impaired clients the full salon experience to enjoy, it may be a good idea to allow extra appointment time to ensure they don’t feel rushed and to prevent delays to the rest of the day.

Upon arrival, ask the client what assistance they need and follow this through.

“I find that during a nail appointment, I don’t always get a satisfying description of the colour because there is so much nuance, which is no-one’s fault,” reveals Lucy Edwards, a blind content creator & Pantene ambassador.

DIGITAL POINTER

“I always feel quite overwhelmed because there is so much choice, so it would be great to narrow it down to around six colours. Let the client know the latest nail trends so they have a feel of what other people are having in terms of shapes and styles so they can base their style around that information.

On Facebook, Instagram and Twitter, you can go into the advanced settings of every post and add a description of what the image is in the alt-text box so visually impaired users can access the images.

“It is really important that the client is read the full menu of the services and the prices so that they can make an informed decision as to what service is most appropriate for them. Alternatively, by printing the menu in a large, clear font, or having the menu in braille, the client can read it themselves via their speech software or through braille.

To make your website and social media more accessible to visually impaired clients, describe every image on your website using alt-text.

This means your website developer needs to label every button and text box so it can be used by screen reader software.

Braille My Nail

“Another idea is to briefly describe every step as you are applying the product to the nails. This is so helpful and this is information that a sighted client would pick up by glancing at the bottles.”

To offer tactile manicures for your client to enjoy, consider introducing braille manicures to your treatment menu.

London based salon, Iris Avenue, has launched an initiative in a bid to raise money for the Royal National Institute of Blind People by creating braille nail kits to offer your clients.

@lucyedwardsofficial

Moving around the salon

The salon is asking salons to donate 10% of the sales of these manicures to the RNIB. After signing up, you will receive a Braille My Nails kit containing everything you need to perform the service.

Salons and nail technicians involved with the initiative will also be added to a salon finder so clients can find their nearest Braille My Nails professional. www.braillemynails.com

/irisavenueldn

@lucyedwards

@braillemynails

“When you are walking though the salon with your client, it would be great to describe the environment.

When you approach the chair, just place their hand on the back of it first then the base so they know how to orientate themself in order to sit down. If the chair swivels, then keep chatting so the client knows if they are facing the right way, and describe where they need to place their hands,” reveals Lucy.

TOP TIP

If you are describing colour to a blind person, compare it to other colours and also describe how it makes you feel. What does the colour remind you of?

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DISABILITY&INCLUSIVITY

THE NEURODIVERGENT CLIENT It has been estimated that one in seven people in the UK (more than 15% of the UK population) are neurodivergent, meaning that the brain functions, learns and processes information differently. Neurodiversity includes conditions such as ADHD, autism, epilepsy and mental health illnesses.

In this section, Scratch explores how to cater to neurodivergent clients to ensure they enjoy their salon experience…

CASE STUDY: Wonderland Academy “One of our clients has bipolar disorder and in order to accommodate her, we offer a late night appointment when the salon is closed so that her social anxiety is kept to a minimum,” reveals Louise Adshead, business success manager at Wonderland Academy, Manchester.

“This client also finds it challenging to use technology to book her appointments so this is something we do manually at each visit.

“The decisions about her nails are made together and gently. It’s an opportunity to work together in order to create a relaxing environment for the client, with no judgement regarding their choices.

“Additionally, if on the day of her appointment it is not a particularly great mental health day, we know that conversation may not be something she needs that day, and she may enjoy a quieter appointment.

“She also knows she can contact her nail technician directly with any concerns prior to her appointment to keep anxiety to a minimum, and so her technician is made away that it may be a difficult day for the client.”

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#SensorySunday

“My wife, Elle, and I have a child who is neurodivergent,” reveals Leo Wolters Tejera, co-founder of WT Hair.

“We were talking one day and realised that our child would have never got their hair cut if it wasn’t for Elle being a hairdresser. In that moment, we decided to use our skillset to try and make our community and world a better place.

“Sensory Sunday allows neurodivergent people to visit our salon and enjoy the experience as their full self. There is no need to worry about shame or fear over behaviours or tics or any symptoms of neurodiversity. We create a space that is safe and comfortable for such clients.”

How it works:

“Our Sensory Sunday clients start off in a one-on-one setting, so that the person in the chair feels like they are the focus of the appointment.

Additionally, it allows us to reduce noise levels and stimulus by only having one hairdresser having one conversation and not having any music playing in the salon unless it is requested by the person or their caregiver.

“As the clients grow and feel more comfortable in the space, we offer the chance to transition to a regular salon appointment.”

Salons can find out more about hosting a #SensorySunday event by visiting www.wthair.net

DISABILITY&INCLUSIVITY

THE WHEELCHAIR USER What does ‘accessible’ mean?

• • • •

Having the freedom to be able to move around as any other person does.

Being able to easily access a building.

Being able to easily communicate with staff.

A place where adaptions have been made, for example, a ramp, removable chairs or wide doorways.

• A place where all abilities are included.

Kirsty Meakin’s accessibility advice “My best friend Izzy sustained life-changing injuries in a car crash six years ago. Since then, her life has completely changed.

She is paralysed from the chest down so day-to-day duties are difficult for her.

“Izzy has always loved having her nails and hair done so visiting a salon was something that wasn’t going to change.

However, not all salons are accessible.

When looking at creating an accessible environment for customers of your salon, here are key points to note: • Make sure that your building is wheelchair accessible via a front or rear entrance. If you have a step that is over three inches high, consider a ramp or dropping the height of the step where possible.

• Doorways need to be around 838mm wide.

• The nail desk depth should be 400mm-600mm with 750mm height clearance. Drawers under the table will reduce the clearance.

• Electric wheelchairs are higher. Each chair is likely to be custom made for the individual and will vary in height and width so the above measurements are an overall guide.

• Toilet accessibility needs to be adequate with sanitation bins for catheters and female hygiene.

• It also essential that doorways and the route around the salon is kept clear of any clutter and isn’t restricted.

• Consider installing automatic doors.

CASE STUDY: Amy Pohl, content creator & TikToker Amy Pohl has been using a wheelchair since 2018 after being diagnosed with complex regional pain syndrome. She shares how salons could be made more accessible for wheelchair users…

“Access is the biggest issue I find when trying to participate in the same experiences as my able-bodied peers. Even a small step or a narrow doorway would mean I have no way of even getting into a salon.

“My wheelchair takes up a fair amount of space so it can be very difficult to manoeuvre around small spaces, especially if there are shelves or items I could potentially knock over. The more space the better, but when this isn’t possible, being able to move some furniture, like chairs, to one side works too.

“Some people like to remain in their own wheelchair for the whole salon experience but I prefer to transfer to a chair, particularly if it’s a massage chair! I use a board to assist the transfer, which can only be done to an area of similar height, and I need to be able to get my chair up close to where I want to move to.

“My top tip for catering to wheelchair users would be to remember to communicate with them – and not just the person they are with. It’s fine to ask questions.” @amy_pohl

Wonderland Academy’s wheelchair-friendly salon space

@amyepohl

For information on disability awareness training to help make your salon more inclusive, visit www.blindambition.co.uk or contact seema@blindambition.co.uk SCRATCHMAGAZINE.CO.UK 93

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NA I L s g n i p Clip SCRATCHMEDIA

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CHLOE RANDALL surfs the ‘net to uncover the hottest nail topics & tales on social media sites & get the scoop on celebrity beauty must-haves

After making an appearance on the runway at Milan Fashion Week last season, nail fanatics have been adoring the ‘Skittles manicure’.

Featuring the colours of the rainbow in beautiful popping hues, here are some reader designs to inspire your upcoming nail styles…

The GelBottle Inc BIAB in Teddy £16.99 + VAT www.thegelbottle.com

DID YOU KNOW..?

Netflix hit, Stay Close , has got viewers talking, as it features a nail varnish that changes colour when dipped into a spiked drink.

Instagram.co

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illoughby

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Holly Willoughby’s paw-sonal assistant!

While TV presenter Holly Willoughby enjoyed a pedicure, courtesy of An Nails London, she was kept company by a furry friend! Who doesn’t want a canine pamper buddy during a pedi?

An engagement nailfie…

Social media went wild when Machine Gun Kelly and Megan Fox announced their engagement, and the actress shared snaps of her stunning ring – with a gorgeous nail look to boot. Nail technician, Brittney Boyce, was behind the nail style, and created alternative French enhancements with chrome tips.

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Singer, Alicia Keys, showcased an alternative French nail style courtesy of fashion manicurist Dawn Sterling, who used The GelBottle’s Teddy BIAB with Candy Red for the tips.

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Zendaya’s classic look

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SCRATCHMEDIA

Film star, Zendaya, paid a visit to Lisa Kon in LA for a classic nude manicure, created using LK builder gel in shade 07.

Queen of Pop

Celebrity manicurist, Michelle Humphrey, tended to the nails of Janet Jackson for a shoot for the front cover of February 2022’s Allure magazine. The singer’s offwhite nails featured a glam gold chevron tip.

m/msrachels

tevens

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lleolivenails

CND Shellac™ in Lady Lily £13.95 + VAT www.sweetsquared.com

CELB MANI SPOT!

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TV personality, Chloe Sims, was spotted sporting CND Shellac™ in Lady Lily with Lecenté’s Gold Chrome Powder, courtesy of CND™ grand master nail tech, @danielleolivenails.

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Silver lady

LA based nail stylist, Eri Ishizu, created striking silver enhancements for singer, Lizzo, when she appeared as a judge on the first episode of Season 14’s RuPaul’s Drag Race.

m/cocamich Instagram.co

Dancing on Ice 2022 contestant and former S Club 7 member, Rachel Stevens, paid a visit to London’s Lisa Franklin Clinic Privé for a CACI Synergy non-surgical facial. This lifting, skin rejuvenating facial uses microcurrent and LED light therapy to help firm and tone the muscles, as well as give the skin a glowing finish.

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ICE RINK READY

A NAIL BOOST

American rapper, Megan Thee Stallion, showed off a syringe manicure to represent vaccines for Jimmy Fallon’s ‘It was a (Masked) Christmas’ music video, featuring Ariana Grande. The syringes on her nails were created by nail artist and visual poet, Coca Michelle, and complemented the lyric, ‘But it’s Christmas time, we’ll be in line for a booster.’

SCRATCHMAGAZINE.CO.UK 97

NAILDESIGNS

An ideal bridal mani, this hand-painted design by @alinahoyonailartist is complemented by a creamy white nail shade and dazzling decals.

We’re dotty about this thumbnail design by @stylethosenails, featured on an elongated nail with a black base to make the colours pop.

Get set for spring nail styling with a punchy pastel look featuring mandalas across two feature nails, courtesy of @nailsteria.

Fingernails in

Focus

Make way for mandala nails & embrace the geometric shapes & colour opportunities that the style affords. LILLY DELMAGE puts the spotlight on inspirational looks…

Talented tech, @nailsbypuja, uses a kaleidoscope of shades to unveil an eye-catching mandala manicure.

Belfast tech, @nails_by_victoria88_, complements her fine line work with blue and gold glitter details for a standout look.

We’re sold on this bold yellow look by @nbnailart, with each nail rocking the same mandala design in a different position.

Ombré nails combine with decals, a freehand mandala and lashings of sparkle to create a stunning look. By @valenciabeautynails.

This luxe mani by @tessa.lyn.nails features elements of a golden mandala stamped across nude and black nails for a decadent, lavish look.

Coral coloured nails are complemented by coral and black mandala designs atop a creamy white base, by @sandraparranails.

To be in with the chance of seeing your nail snaps on this page, share them with us on social media using #showscratch or email editorial@scratchmagazine.co.uk 98 SCRATCHMAGAZINE.CO.UK

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