PUBLISHER BHA MEDIA GROUP PUBLISHER Craig Hawtin-Butcher EDITOR Anita Quade aquade@intermedia.com.au ACTING NATIONAL ADVERTISING MANAGER Kym Cowper kcowper@intermedia.com.au GROUP ART DIRECTOR Sanja Spuzanic sspuzanic@intermedia.com.au BEAUTY EDITOR Hannah Gay hgay@intermedia.com.au PRODUCTION MANAGER Jacqui Cooper ONLINE & NEWS EDITOR Kerrie Simon-Lawrence ksimon@intermedia.com.au
EDITOR’S LETTER
Welcome to the first issue of the year! It seems 2021 has kicked off with a refreshingly positive vibe with beauty businesses keen to build upon the lessons learnt during a tough year in 2020. With strategies in place many have adapted to the changing landscape and have hit the ground running. Every salon owner is looking for ways to bolster revenue and in this edition in Viewpoint I chat with long term business advisor Graham Hendrickson about the one tool that businesses can put in place to thrive going forward. Check out page 22. One of the most important foundations of business is education – chat to any salon owner or supplier and they will reveal the enormous investment in up to date learning tools for staff. We chatted to some of the industry’s top leaders to find out about their educational strategies for this year and how they have adapted to the changing market. Page 44. This issue, as always, is jam packed with the latest news to keep you ahead of the game – one hot topic of debate is how to choose the right equipment for your salon. Beauty Editor Hannah Gay shines the spotlight on the important decision of investing in devices – find out the pros and cons of splurging on a multi-functional device and a single use piece of equipment in our Skinfluencer article on page 60. Our not to be missed beauty pages are dedicated to the fabulous homegrown beauty brands that are proudly labelled Australian Made – with so many products that come across our desk, we love to see the incredible local offering that is sought after globally. Find out the standouts on page 28. We have so many exciting plans for 2021 and look forward to sharing the journey with you this year. Stay safe.
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Lisa Feleppa It’s a new year, new you salon vibe. We check in with Comfortel’s Brand Marketing Manager to chat about the latest trends to suit your style that won’t break the budget from the natural remedy to the laid back resort style finishings. “2021 is all about embracing a style you love that represents your brand, “ she says. Turn to page 64 for some serious inspiration.
We chat to Graham about the best sales tool to boost your profits this year on page 22. “In our work as a management consulting firm, we’ve found that salons have a unique advantage over other outlets. That advantage is ‘trust’ and it’s something consumers rate ahead of any other factor when it comes to purchase decisions.”
Lisa Conway We love the sassy style and advice from Zing’s Lisa Conway who imparts her wisdom on how beauty businesses can position themselves to thrive during 2021 on page 62. “Remember your vision in good times and bad, connect with your tribe both your team and your clients and build a financial buffer and you will be around to go another round of whatever life throws at you.”
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PROFESSIONAL BEAUTY
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