JUL•AUG 2018 INFORMATION. INNOVATION. INSPIRATION.
THE LURE OF LUXURY
How to survive in the high-end market
DEAL BREAKER Is discounting diluting your brand?
What’s trending now
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Editor’s letter What’s on PB radar News Cover story – Celebrating 20 years of skincare Viewpoint – Is discounting killing your brand? Viewpoint – Deal or no deal? Designer skin Organic beauty Interview – Creating business organically Skincare Salon view – Absolutely fabulous darling Makeup – Shades of crimson New makeup Runway ready Deluxe beauty – Is Pro age the new anti-age? Makeup masterclass – Natural beauty Style file – Wakeup and makeup Salon view – Hobart haven Interiors – Talking trends Technology – Choosing an aesthetic device Nails – VIP looks Nail obsessed Talking point – The nail game Real life – Purely polished Nail masterclass – The art of nailing it Nailing the seasonal trends Skincare – Body beautiful Tanning – Bronzed goddess Waxing Making the most of salon downtime Jax Wax indigenous project Business – The beauty takeover Industry insider Marketing – The power of word mouth Legal – Treating minors Career how I got here Why reputation matters Wellness How to make your own brand succeed Beauty escape – Melbourne Park Hyatt Last word with Gordanna Willesee Events
ON THE COVER
Dr Geoffrey Heber is celebrating 20 years in skincare this year. The founder of the Ultraceuticals range shares the secrets behind the award winning Cruelty Free brand along with his plans for expansion in the global market. Turn to page 20.
WELCOME TO THE new look July/August edition of Professional Beauty magazine. We hope you enjoy reading this issue packed with all the beauty news you’ve come to expect from this industry leader along with the exciting introduction of new sections that we’re sure you’ll enjoy reading. PUBLISHER BHA MEDIA
One of the major challenges in any business is how salon owners can keep customers returning in the quieter months. We sat down and chatted to industry experts about the temptation to offer discounted services and the long-term effects it can have on your brand. Find out their advice on (page 22).
BHA MEDIA PUBLISHER + COMMERCIAL MANAGER Glenn Silburn EDITOR Anita Quade email@example.com BEAUTY EDITOR Michelle Ruzzene firstname.lastname@example.org ONLINE AND NEWS EDITOR Jenny Berich email@example.com PRODUCTION MANAGER Jacqui Cooper GROUP ART DIRECTOR Sanja Spuzanic HEAD OF CIRCULATION Chris Blacklock firstname.lastname@example.org Professional Beauty magazine is published by BHA MEDIA ABN 23142047943
The skincare market is filled with luxury offerings and this issue we profile some of the must-have salon brands on the market and reveal tips on how you can survive in the luxury market on (page 46). Nail art is big business and with so many salons offering competitive price points we chat to industry insiders to find out their tips on staying ahead of the game on (page 66). Napoleon Perdis has revealed his plans to expand his makeup empire by launching his brand in Priceline stores across Australia. It confirms the trend that pharmacies are increasingly becoming big players in this beauty segment and are now offering everything from beauty advice to in-store treatments (page 90) find out what this means for your business. Also in this edition we explore how to create the latest luxe Parisian salon trend in our new interior section (page 58) and reveal what’s new in the wellness market on (page 104). I am also taking this chance to introduce you to the talented team behind this revamped edition so don’t forget to contact us with any industry news. Until next time, Anita Quade
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My Payot Day and Night creams.They’re packed with all the anti-ageing and antioxidants to make the skin feels so radiant and hydrated. I could not go a day without them, especially during these winter months.
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This publication is published by BHA MEDIA, a division of The Intermedia Group Pty Ltd (the “Publisher”). Materials in this publication have been created by a variety of different entities and, to the extent permitted by law, the Publisher accepts no liability for materials created by others. All materials should be considered protected by Australian and international intellectual property laws. Unless you are authorised by law or the copyright owner to do so, you may not copy any of the materials. The mention of a product or service, person or company in this publication does not indicate the Publisher’s endorsement. The views expressed in this publication do not necessarily represent the opinion of the Publisher, its agents, company officers or employees. Any use of the information contained in this publication is at the sole risk of the person using that information. The user should make independent enquiries as to the accuracy of the information before relying on that information. All express or implied terms, conditions, warranties, statements, assurances and representations in relation to the Publisher, its publications and its services are expressly excluded save for those conditions and warranties which must be implied under the laws of any State of Australia or the provisions of Division 2 of Part V of the Trade Practices Act 1974 and any statutory modification or re-enactment thereof. To the extent permitted by law, the Publisher will not be liable for any damages including special, exemplary, punitive or consequential damages (including but not limited to economic loss or loss of profit or revenue or loss of opportunity) or indirect loss or damage of any kind arising in contract, tort or otherwise, even if advised of the possibility of such loss of profits or damages. While we use our best endeavours to ensure accuracy of the materials we create, to the extent permitted by law, the Publisher excludes all liability for loss resulting from any inaccuracies or false or misleading statements that may appear in this publication.
On our RADAR
THE PEOPLE, PLACES AND EVENTS THAT PRO BEAUTY IS CURRENTLY CRUSHING ON AUSTRALIA NATURAL MAKEUP
SIGHTS ON SUPPLEMENTS
Pinterest has gathered the top beauty trends from several countries across the globe and found that Aussies really do believe less is more. There has been a 55 percent increase in saves for ‘natural makeup’ since last year. Pass the nude lipstick, pronto.
Dr Stephen Lowe’s anti-wrinkle tip
We’re trying the Jeunesse Global AM PM Essentials, formulated by scientist and 2014 Nobel Prize in Stem Cell Research nominee Dr Vincent Giampapa. The supplements “focus on restoring cell health and cell function and changes the genes inside our cells to influence the way we age,” Dr Giampapa says.
LIP LINER in Pillow Talk
SIX $35SECONDS globally SELLS EVERY
Nailed by LaRouge is a newly opened flamboyant Nail Art Boutique located in Parramatta, founded by former Burlesque dancer Lauren LaRouge, who unleashes high fashion glamour and frivolity onto the fingers of women throughout Sydney. We love her motto: ‘To save the world from boring nails, one client at a time.’
We can’t wait attend the 2018 Brisbane Hair and Beauty Expo, held on July 29 and 30, at the Brisbane Convention & Exhibition Centre. Tickets for Beauty Expo Australia, the national event for the professional beauty industry, are also now available. The expo will be held September 8 and 9 at the International Convention Centre in Sydney’s Darling Harbour. Early bird pricing is available until midnight Friday, July 27, so get in quick if you want a discount on entry and education passes.
FOLLOW PROFESSIONAL BEAUTY: facebook.com/ProfessionalBeautyAust @pro_beauty_aus @ProBeauty_Aust linkedin.com/company/professional-beauty
in BRIEF ADVANCED COS TAKES ON BRERA Advanced Cosmeceuticals has expanded its brand portfolio with the addition of Brera Medical Technologies – a leading Italian manufacturer of “effective and affordable” non-surgical cosmetic equipment.Advanced Cosmeceuticals managing director Catherine Biedermann says Brera’s 30 years’ experience combining “traditional Italian creativity and intuition with advanced technology to meet the needs of beauty and medicine” inspired her to add the brand to her company’s portfolio. Brera’s introduction into Australia is being led with the launch of Imperium Matrix and Plasmage devices. ARCH ANGEL LAUNCHES MAKEUP Australia’s most famous brow tattooing specialist, Amy Jean, has launched a brow makeup collection – for women and men with, or without, micropigmented arches.Amy Jean says that despite the popularity of the cosmetic tattooing procedure that made her famous, not everyone needs it to perfect their brows – and for many, particulary those who haven’t damaged their brows due to overplucking, a touch of powder is often more than enough. The Amy Jean Privée Collection will feature 11 “professional grade products” AUSTRALIAN CREAMS #1 IN CHINA Australian Creams, owned by Sydney-based G & M Cosmetics, has been rated the “most recognised Australian brand in China” in the inaugural Australian Brands in China Index. The brand outranked nine local skincare brands including Thursday Plantation, Goat Skincare, AESOP, Nude by Nature, Sukin, QV Skincare and A’Kin in the Index’s Top 10 Beauty and Cosmetics category – and outranked Qantas, Crown, Mirvac, Weet-Bix, EMU Australia, Coles, Chemist Warehouse, Myer and Destination Gold Coast to take out the top spot in the Index’s overall Top 10 listing. MAC LEADS EXPO LINE-UP Beauty Expo Australia is gearing up for this year’s event in Sydney with the release of an exhibitor list that includes MAC Cosmetics for the first time. MAC, which exhibited at Beauty Expo Melbourne for the first time in March, will be showcasing its latest products as well as some of its “beloved and iconic products” at the twoday event. Other brands confirmed for the Expo include Ultraceuticals, Mancine Cosmetics, Murad, Pelactiv, Inglot Cosmetics, France Medical, Lycon Cosmetics, ModelRock Lashes, Crown Brush, Caronlab Australia, Makeup Net, TechnoTan, and Dermalux LED.
CND REVEALS SHELLAC LUXE Eight years after launching the now ubiquitous Shellac onto the professional nail market, CND is launching “the biggest innovation in nails in over a decade” - titled Shellac Luxe. Promising to deliver “major benefits for both nail professionals and their clients”, the new two-step system features a selfadhering base/colour coat and a high gloss top coat which can both be removed in just 60 seconds”. By eliminating one step (with the two-in-one base/colour coat) and reducing removal time (thanks to “unique micro pores that allow remover to penetrate polish quickly) in the Shellac system, Shellac Luxe “saves 15 minutes on the length of a manicure appointment”. According to CND co-founder and style director Jan Arnold, Shellac Luxe is a “step change” for the industry. “CND Shellac Luxe is a premium service that taps into the things we know our nail professionals and their clients are looking for: faster appointments and kinder treatments,” she said.
NAPOLEON PERDIS MOVES INTO PRICELINE In a shock move for the Australian cosmetics industry, professional makeup brand, Napoleon Perdis, has begun selling its products in Priceline Pharmacies – and withdrawn from David Jones department stores. Napoleon Perdis marketing director Peter Sintras said the partnership will “usher in an electrifying new era for beauty in Australia” . “The unprecedented union [between Priceline and “a prestige beauty brand”] is bound to set off a seismic chain reaction amongst industry peers,” he said. “But most importantly, the real winner in this game-changing partnership is the Australian beauty consumer.” The move is being heralded with “the shout-out-loud launch of an energised collection of brand new beauty products” with “accessible value price-points that will make a splash like none seen before in Australia’s beauty landscape”.
WAGGA WAGGA THERAPIST WINS WORLDSKILLS AUSTRALIA A beauty salon in regional NSW has produced the gold medal winning champion at the WorldSkills Australia National Championships two years in a row. Last year, then 21-year-old beauty therapist Lily Campbell from Skin Solutions in Wagga Wagga won the gold medal in WorldSkills Australia’ beauty competition and then went on to win a bronze medal at the international WorldSkills Competition in Abu Dhabi. In May, Gorgia Maliukaetau, a 21-year-old beauty therapist at the same salon, won the gold medal in the same event at this year’s WorldSkills Australia championships, and is now training for the opportunity to join Australia’s Skillaroos team at the 2019 WorldSkills competition in Russia. Gorgia says Lily’s success in last year’s WorldSkills Australia competition inspired her to enter this year’s competition –“she was probably my Number 1 emotional supporter leading up to the National Championships.”
Call today for an obligation free consultation on how Pelactiv can increase sales and services in your business.
in BRIEF COVERGIRL OPENS NY STORE The 60-year-old CoverGirl cosmetics brand is opening its first brick-and-mortar store − in the centre of New York. The 3048 squaremetre store is “an experiential interpretation” of CoverGirl’s recently launched ‘I am what I make up’ brand philosophy which inspires shoppers “to use makeup as a tool for selfexpression and personal transformation”. CoverGirl senior vice president Ukonwa Ojo said the store is part of the brand’s strategic overhaul to revamp how beauty lovers experience it. THE END OF ‘ANTI-AGEING’ The UK’s Royal Society for Public Health has called for the term ‘anti-ageing’ to be banned in the beauty industry. According to the society’s new report, ‘That Age Old Question’, ageism is the most commonly experienced form of prejudice and discrimination in the UK and across Europe. The society called on cosmetic retailers and beauty magazines to follow the lead of Allure magazine and ban the use of the term ‘anti-ageing’ and “refocus their ageing narrative on opportunities to be embraced rather than processes to be resisted”. CRAYOLA TEAMS UP WITH ASOS Crayola, the creator of the iconic children’s crayons, has teamed up with online British fashion and beauty website ASOS to create an exclusive makeup collection that consists of 58 products and offers a colour box of 95 shades. The new range captures Crayola’s sense of “self-expression and creativity” by transformingc children’s crayon into a multipurpose ‘face-crayon’ that can be used to apply make-up in a variety of ways (eg, the red crayon can be used to colour in lips, draw on eyeliner and/or highlight cheek bones). COLLAGEN DEMAND GROWS Increasing number of consumers around the world are adding collagen to their diets in a bid to improve their skin although there is currently no evidence that the protein has any effect on skin, according to leading data and analytics company GlobalData. The company says the “positive perception of the ingredient” was highlighted in its 2017 Consumer Survey where 57 percent of respondents said that collagen is effective in beauty/grooming products while 45 percent said they prefer to use “food as a mechanism” to improve their appearance.
DERMAPEN WINS DESIGN AWARD The Dermapen 4, a microneedling device that was launched onto the market last month, has won a major Australian design award. Created and manufactured in Australia, the device took home the internationally renowned ‘Good Design Award’ in the Medical and Scientific Category at the 60th annual Good Design Awards Ceremony. Held at the Sydney Opera House, the awards ceremony celebrated the best new products and services on the Australian and international markets as well as excellence in architectural design, digital and communication design, engineering design and fashion design from this year’s record 536 entries. DermapenWorld founder and CEO Stene Marshall, who commissioned the design, said it was an honour to receive such a prestigious award in a category that has seen recognition of iconic Australian brands such as Cochlear, ResMed and Facett which have had “a worldwide impact on our industry”. “Dermapen 4 has been a culmination of years of research and development,” he said. “Awards such as this make all the hard work worthwhile.”
MARKLE LIGHTS UP DERMALUX Ever since Meghan Markle became engaged to Prince Harry, the world has been obsessed with her glowing complexion – and Dermalux is reaping the benefits since reports emerged that the now Duchess of Sussex has been having regular LED light treatments since moving to London. According to ‘The Sun’ and numerous other online news sites, Meghan has been visiting the Skinesis Clinic for facials by owner Sarah Chapman. Sarah, whose hands are insured for £1million, is renowned for her signature facials – using products from her Skinesis skincare range, each facial includes a ‘gymnastics’ massage session and ends with a 20-minute Dermalux LED session “to deliver skin that glows with youthful radiance”. Although Sarah, whose A-list clients include Victoria Beckham, Gigi Hadid and Naomi Watts, has not confirmed the reports, she did reveal her top bridal skincare tips for the leadup to a wedding – they included booking a facial at least every four weeks and Dermalux.
SALON OWNER CREATES PRESSPLAY Australian beauty salon owner Kate Flammea is making her mark in the beauty retail market with the launch of a makeup collection designed to be stored and carried in a “smartphone-sized capsule”. The Pressplay Cosmetics collection features 27 products (including foundation, concealer, highlighter, powder, blush, eyeliner and mascara) and the capsule (which can store up to seven of the products as well as a mirror). Kate, who has worked in the beauty industry for 10 years and owns four Smart Skin Clinics in Melbourne, created the collection to meet her own needs and those of other modern women who need “a compact makeup solution that doesn’t scrimp on style or quality”. She says the “sleek, luxurious and functional” capsules are the perfect antidote to “overflowing makeup bags” “Pressplay Cosmetics is the only beauty brand to recognise the changing needs of women and to create a unique storage and application system that fits their lifestyle.”
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in BRIEF ASIAN BEAUTY EXPANDS IN OZ M Plaza, a Melbourne-based cosmetic store specialising in Asian products, is planning to open 10 stores across Australia in the next two years. Established in 2016 by Osong C&F, a hair and beauty product wholesaler, M Plaza currently stocks over 100 beauty brands and 3200 skus from South Korea, Japan, Taiwan, Hong Kong and Thailand. Osong C&F marketing manager Joe Weby Suliyanto says the company launched the store to meet the increased demand for Asian beauty products, particularly K-beauty products, created by “the hike in migration and an increasingly multicultural society” as well as “the influence of Korea’s entertainment industry”. MAKEUP IS NOW CHILD’S PLAY Kelly Ferguson, an Australian mother of three, has launched a makeup collection especially for children. The Kooki U mineralbased makeup collection includes mascara, contouring cream, foundation, concealer, eyeshadow, blush cream, eye liner, bronzer, a brow palette and lipstick, as well as body shimmers, nail polishes and bath care products “for every child to have fun with”. Kelly says she created the range, that makes “play and experimentation fun and affordable” after finding it hard to keep her two young daughters out of her makeup bag. LIPSTICK LOBBY IS FIRED UP The Lipstick Lobby has launched The Fired up campaign to fight for gun reform in the US. The Lipstick Lobby has launched The Fired up campaign to fight for gun reform in the US. Targeted at lipstick fans across the world, the campaign encourages supporters to help raise awareness and funds for the cause by buying and wearing a burnt orange lipstick - and sharing their images on social media. REVLON APPOINTS FIRST FEMALE PRESIDENT AND CEO After 86 years as one of the world’s leading cosmetics brands, Revlon has appointed its first female president and CEO – Debra Perelman, the daughter of the company’s billionaire chairman Ronald Perelman. Debra, 44, has worked for the company for around 20 years and a board member since 2015. In her new role she will focus “on enhancing Revlon’s consumer and customer focused approach, where personalisation, inclusion, usability and passion for beauty are the cornerstones”.
COUNTERFEITING ON RISE – THANKS TO SOCIAL MEDIA Social media now accounts for more than 50 percent of all online counterfeit cosmetics sales, according to a new report. The report, by Red Points, a leading copyright protection company, found that Facebook was the source of 41.1 percent of online infringement detections while Instagram was the source of 9.2 percent. The report also found that 19.5 percent of online shoppers are buying fake cosmetics online by mistake and that around 50 percent of online shoppers think it is the brand owners’ responsibility to remove fake items from online platforms. Red Points CEO Laura Urquizu says the cosmetics industry’s upheaval in recent years, “partly due to the popularity of digital marketing through social media channels”, has led to a growth in the illegal cosmetics market. “Compared to any other industries, the report shows that the cosmetics sector has been the most affected by online brand infringements, with counterfeiters favouring social media platforms to sell fake items,” she says.
KARL LAGERFIELD TEAMS UP WITH MODELCO International fashion icon Karl Lagerfield has teamed up with Australia’s ModelCo Cosmetics to create a collection of more than 50 ‘Illuminated Beauty’ products for face, eyes and lips, plus accessories. The products in the range combine “ModelCo’s high-quality formulas and innovative, technical packaging with Karl Lagerfield’s artistic aesthetic that is sophisticated, modern and cool”. Karl Lagerfield CEO Pier Paolo Righi says the brand is excited to inspire its customers with the innovative ‘Illuminated Beauty’ themed collection. The collection will be sold in Karl Lagerfield stores around the world as well as Nordstrom in the US; at Douglas, Cult Beauty, Nocibe and Galeries Lafayette in Europe and at selected retailers throughout the Middle Easte. It will also be available online at karl.com and modelco.com.
L’ORÉAL BUYS INTO K-BEAUTY L’Oréal has made its first move into the lucrative K-beauty market with the purchase of Nanda Co, the Korean company that owns 3CE makeup. Founded in Seoul in 2004, Nanda began trading as a fashion business with its Stylenanda brand and then expanded into makeup with 3CE in 2007. Today the makeup brand represents more than 70 percent of the company’s business. L’Oréal did not reveal the price it has paid for the company, which recorded a turnover of US$152 million last year, but Korea Economic Daily estimated it was around $US375 million. L’Oréal’s Consumer Products Division president Alexis Perakis-Valat said the company, which owns 34 beauty brands including Lancôme, Skinceuticals and Maybelline, was thrilled to welcome the “cool Korean brand in the L’Oréal family”. “3CE captures Seoul’s vibe, edge and creativity,” she said. “It is perfectly positioned to nourish the growing appetite for make-up of millennials in Korea, China and beyond.”
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in BRIEF WOMEN DON’T EXPIRE AT 30 Building on the the phenomenal success of its #INeverExpire campaign in Asia, which has received more than 100 million views since its launch last year, SK-II has followed up with a second instalment in the US. According to SK-II, tthe #INeverExpire initiative inspires women to liberate themselves from societal expectations around age and live their lives on their own terms. “SK-II proudly encourages women to challenge the belief that destiny is set at birth, for both their skin and their lives.” SPACE AGENCY TARGETS SALONS Altspc, an online booking platform, is revolutionising the beauty industry by connecting salon owners with unused space to professionals looking for a room, or a chair, to rent. Altspc managing director Tim Ewin says the company enables freelancers and other beauty professionals to find a “room, or a chair, of their own” by putting existing salon’s unused space to use. He says the platform helps salon owners “generate additional revenues through monetising empty space in their salon” and equally importantly “provides many opportunities, financial and otherwise, to freelancers and would-be salon owners”. TAZZANNA EXPANDS EAST A Perth-based beauty retailer offering ‘free’ instore beauty treatments is launching six stores around Australia in the coming months – and plans to have 100 stores across the country “and the globe” within five years. Established by former beauty therapist Krystal Bavington, Tazzanna currently stocks 55 beauty brands at its bricks-and-mortar store in Perth’s Banksia Grove and its online store. The retailer plans to open three more stores in WA, four in NSW and one in Victoriaby December. VALENTINO TAKES ON BEAUTY Italian luxury fashion house, Valentino, is set to make its move into the international beauty market next year.The iconic brand has signed a worldwide licence agreement with L’Oréal for the “creation, development and distribution of fine fragrances and luxury beauty”. Announcing the agreement, Valentino CEO Stefano Sassi said the company was “very excited to start this new venture and develop its beauty business with L’Oréal”. “We believe Valentino has great potential within the category and that with L’Oréal’s unparalleled expertise in the sector, we will be able to realise that potential.”
ACCOR CORRECTOR ARCS INTO OZ After 20 years running a beauty salon in Sydney, Catherine Hottes has launched a plasma-based device onto the market to meet the growing demand for non-invasive anti-ageing treatments for the delicate eye area. Catherine says the ACCOR Cosmetic Corrector is the “beauty disrupter” that salon owners, such as herself, have been searching for. “For years clients have been asking me for a treatment to help with their hooded and creased eyelids but even though I had a lot of advanced skin treatments on my salon menu (including CIT and fractional laser) I had nothing to offer that was safe and effective for use in the eye area. “Therefore time and time again all I could do was send them [the clients] away with a hydrating eye cream and/or suggest they visit a cosmetic surgeon.” She says the ACCOR CosmeticCorrector, which “combines the best aspects of plasma and low frequency techniques”, is ideal for salon usage. “It really is a gentle, rapid and effective alternative to skin tightening surgery.”
GREASE! IS STILL THE WORD OPI is celebrating the 40th anniversary of the biggest movie musical of the 20th century, Grease!, with the launch of limited edition colour polishes as well as three new ‘special effect nail lacquers’ this month. Created in collaboration with Paramount Pictures, the nail collection captures “the movie’s fun, energetic spirit” with “retro hues that look good on all skin tones”. The colours, available in iGelColor and Infinite Shine ProStay, are: “powdery pastel shades of yellow, lavender, pink and peach; bright pops of orange, turquoise and magenta; and rich tones of teal, blue and black shimmer”. Launching the collection, OPI co-founder and brand ambassador Suzi WeissFischmann said OPI is “once again making its mark on pop culture”. “My job is to excite the consumer, and this collaboration with such a beloved movie will undoubtedly do just that,” she said.
KAT VON D RAISES BROWS Ten years after launching her ‘highly pigmented’ makeup brand inspired by tattoo inks, Kat Von D has finally moved into the brow market with highly Instagrammable colour. Launched to Australian beauty influencers in Melbourne by Kat Von D Beauty’s global makeup artistry team (Kelseyanna Fitzpatrick, Tara Buenrostro, Steffanie Strazzere, and Leah Carmichael), the new collection promises to “give every user the power to personalise brows any way they want, in any shade they want”. Kat, who used tattoo liner on her brows “for years because she couldn’t find a product that delivered the high-intensity colour and waterproof long wear she wanted” has “pushed the boundaries to create the ultimate brow collection for herself and everyone”. She told Allure magazine that the idea of adding colour into the collection was inspired by fans “posting colourful eyebrow pictures using our liquid lipsticks”. “I think that’s really cool because you know the formula, although it’s not designed for the eye, it can work on an eyebrow,” she said.
OF SKINCARE Dr Geoffrey Heber reveals his humble beginnings and the inspiration behind his award-winning Ultraceuticals brand. Congratulations on your 20th anniversary this year – tell us one of your career highlights? “The forerunner of our current Protective Daily Moisturiser SPF50+ was a product called Antioxidant Daily Moisturiser SPF30+. In the year 2000, the only beauty product awards in the industry were run by the magazine New Woman. That year our Antioxidant Daily Moisturiser SPF30+ won ‘Best Premium Sunscreen’ and ‘Australian Product of the Year’. These were the first of many awards our products have won but it was quite memorable for me.”
What are some of the considerations when you are developing products in the Ultraceuticals range? “As the skin of many Australians shows signs of living in our harsh environment, we need to make sure that our products are as effective as they can be. This involves the choice of ingredients, the
concentrations we use, and the vehicles we use to deliver them into the skin. We then clinically test our products to make sure they deliver the results our clients would expect.
Tell us how you started the company? “Soon after commencing practice as a cosmetic medicine physician I saw many of my clients buying department store products that were very expensive but without ingredients that were truly effective for improving their skin. The first clinical ranges containing alpha hydroxy acids came out at this time and I began importing them to give clients of cosmetic clinics and salons more effective products at more affordable prices. A few years later I brought out the first Ultraceuticals product, Ultra C10 Serum, as a stable and effective Vitamin C product was not available in Australia, or for me to even import at the time.”
THREE BIGGEST LESSONS I HAVE LEARNT AS CEO • Hire the best possible people, even if it means waiting until they are available, and treat them well • Have monthly expert review of the business’ financial position • Never compromise customer service
“It has always been “Real Skincare, Real Results”. We produce products that make a visible difference and that others will notice. We support our ethos with in-house medically supervised research and development, recommendation by skin expert therapists, high levels of the most effective ingredients and clinical testing.”
What is one of your best sellers? “Our Ultra B2 Serum is a product that has a huge cult following. It is a lightweight moisturiser containing a unique combination of different sized hyaluronic acid molecules. It plumps and firms the skin, leaving a dewy lustre.”
TOP FIVE TIPS FOR BUSINESS • Always be customer focused • Treat your staff with respect • Obtain feedback from your customers to ensure they are satisfied, become repeat customers and tell their family and friends about you • Present your business in a professional and aesthetic way – clients will judge the quality of your services on this • Product, price and promotion need to be right
With so many products on the market – how have you managed to remain competitive? “As well as having highly effective and appealing products, we aim to support the best skin expert therapists to use our treatments and support our brand. Our online training program has won an international award for being the best in its breed. We help therapists sell through our products. We work on having highly supportive customer service. Our marketing and promotional programs are second to none.”
How do you support the companies stocking your brand? “We support our clinics numerous ways. We restrict our supply to skin expert salons and we support having the best clinics in particular areas. Our national sales force is highly trained to support our customers. Our training, both online and face to face, is highly regarded, with our online training having been recognised internationally. Our marketing and promotional programs are
Tell us the ethos behind the Ultraceuticals range?
WE PRODUCE PRODUCTS THAT MAKE A VISIBLE DIFFERENCE AND THAT OTHERS WILL NOTICE. unmatched. We hold in-clinic events and try to help grow our customers’ businesses.
The brand is also 100 percent certified Cruelty Free – how important is this? “Being certified Cruelty Free is very important to us, our salon and clinic partners and their customers. It was a very time consuming process to obtain the rights to license the Cruelty Free rabbit accreditation. We have never tested our finished products on animals.”
What can we expect to see for your birthday celebrations? “We’re excited to be celebrating with our clinics and salons during our 2018 Business Forums around Australia and NZ. Our forums are so invaluable to our business partners, as not only do we present the upcoming marketing calendar, but provide expert business coaching and sessions to help our accounts continually grow and succeed.
Any expansion plans? “We believe that there is still plenty of room for growth in Australia. However, we have distributed to Hong Kong and Russia for 10 years. We have connections with potential distributors in several other countries and we will be following these up next year.” n www.ultraceuticals.com
THE DANGERS OF
Discounting When times are quiet salon owners can feel tempted to discount services and slash product prices. Anita Quade chats to industry experts about the pros and cons of cost-cutting.
TAKE A LOOK at beauty salons and view their menu to see the rise in the level of discounting, as owners clamour to compete for business - but just how damaging can this be for your brand? Daniel Dickson Managing Director, DMK Australia and New Zealand believes the rise in the level of discounting is driven by fear. “I often see a lot of discounting for the sake of discounting. There is the fear of competitors, fear of losing customers, fear that your product quality is not good enough,” he says. He believes pricing should be developed with actuals including true expenses, forecasted profit margins, and market research, rather than by emotional reactions or by “feel”. His top tip is to never under-sell yourself, take an objective and formulaic approach and be prepared to back yourself and the quality of services and products you are offering at an appropriate value for your customers. “Profit is not a dirty word, especially when I see very dedicated business owners who work crazy hours, often for little or no wages. Value the efforts you put into your services and your business, and your clients will too.” He says salons should have their pricing structures set up well, which offers them great potential to up-sell, bundle and package services to deliver greater value for retail customers whilst maintaining and growing profits. “The best business strategy is a satisfied customer who will return again and again. Imagine if you could grow the spend from each of your customers without compromising on the profit return to your business. Manage your addon service or product expenses smartly to be sure to increase profits.” Meredith Langley owner of The Beauty Room Cosmetic Clinic says she won’t discount after operating her business for more than 20 years and she pinpoints cost-cutting as one of the major
60 SECONDS WITH RUSSELL ZIMMERMANN, EXECUTIVE DIRECTOR OF THE AUSTRALIAN RETAILER’S ASSOCIATION
Tell us how beauty salons can remain competitive in the market with discounts such as Groupon. “Groupon vouchers are a great idea if beauty salons have quiet periods. Let us assume that a salon is very quiet on a Monday morning, staff have to be employed however if they are not serving customers then it is a cost of wages to the retailer. To offer a Groupon voucher discount would be beneficial to the salon. The issue is that if you have customers booking for a treatment and the salon is in a busy trading period then to employ more staff to deal with the extra customers may in fact mean that your service level may suffer. Giving discounts and then giving substandard service will also mean that customers won’t want to come back and support your business.” What do you think are some of the benefits for salons to discount and also some of the drawbacks? “The obvious benefits of discounting is that as a business you have to pay staff both when the business is quiet as well as when you are busy, by offering a discount to customers that don’t normally shop with you may encourage them to return and pay full value at a later stage, particularly if they receive awesome service and a quality treatment. A drawback is that the retailer does not get the entire percentage of the sale.” reasons that salons fold within the first few years of business. “Salons make the mistake of trying to attract too many new clients, too quickly and they end up being the wrong type of client. Salon discounts can really affect your profit too – they are really easy for your staff to sell and they’ll make you a quick dollar but they can cause a lot of damage to your business. Take for instance shop-a-docket, they can really make your salon look cheap, nasty and desperate.” Meredith believes offering bargain beauty treatments can put staff under a lot of unnecessary pressure. “The extra staff hours, cost of products needed to accommodate them, and not being able to service all your loyal existing clients because you’ll be too busy trying to fit in all the discount clients.”Our clients will come back to us, not the discount.” After spending more than 25 years in the beauty industry salon owner Catherine Hottes from Skin Aesthetics agrees with the perils of discounting and says it can cause clients to be “jumpers” who are not loyal and are only
CUSTOM SPA EXPERIENCES
GROUPON ANZ CEO STEVE TRAPLIN TALKS DISCOUNTS
Tell us a little about the launch of Groupon in Australia… “It was launched in Australia in 2011, Groupon is a leader in global and Australian e-commerce and we are working to become the world’s largest online marketplace and the daily habit for Australians. We have more than five million subscribers who have actively signed up to receive Groupon mobile notifications and emails, and interact with our website and app daily.” Tell us about the competitive discounts at Groupon… “We begin and end with our customers as they are the real reason why we are in business. We offer our customers amazing prices, great value and choice, a broad and deep selection of things to see, eat and do. What is the biggest advantage for beauty salon owners that use Groupon to promote their business? Working with Groupon gives beauty salon owners a way to build their brand and grow their business with great exposure to a new and engaged audience of potential customers at no upfront cost. We help beauty salons better manage their quiet times or unfilled periods or attract new clients by providing a way to manage their load and capacity to best suit their individual requirements. We also offer merchants a free Booking Tool option so clients can book appointments on the Groupon website or app.” Any other benefits? Another advantage Groupon merchants enjoy is our Merchant Centre, which helps businesses track and proactively manage their campaign and gives a clear view of how we help your business grow. In the Merchant Centre, salon owners can monitor sales, view campaign metrics, respond to customers, and track payments with our easy-to-use apps. How can beauty business maintain return clients with Groupon? “We believe if you treat customers right, regardless of whether they’re paying full price or have found a great deal on Groupon, then they will always come back. We work closely with merchants on how to build customer loyalty through high quality service, and we also work with them to create a deal that is a win-win for both the customer and the merchant. looking for the next special in the salon. She recommends offering alternatives to clients to build a relationship by offering add on services or product packages. “I don’t discount. I reward my loyal clients with add ons. My clients appreciate my hard work and know I’m dedicated to achieving maximum results for their skin’s health.” But other beauty businesses such as My Cosmetic Clinic which provide both surgical and non-surgical cosmetic procedures across New South Wales including anti-wrinkle injections, fillers and rejuvenation treatments reveals they turned to Groupon to attract new customers when opening a regional salon and have already sold 2400 vouchers that has helped boost business. Far from having a detrimental effect on the business Cosmetic Surgeon Dr Masood Ansari says it has ensured a steady stream of clientale. “It gives us an exposure to the market we would never have been able to explore,” she admits. “The whole Groupon experience is flawless and always surpassed our expectations! We find the Merchant Centre to be a useful tool too. You can keep the live track of all the sales, vouchers redeemed so far, and the payments made. It’s a good one-stop information app,” she says. n
THE BEST BUSINESS STRATEGY IS A SATISFIED CUSTOMER WHO WILL RETURN AGAIN AND AGAIN
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NO DEAL? Ever been tempted to discount your offerings to fill the quiet times in the salon? You are not alone in such a competitive market. Founder of Lockhart Meyer Salon Marketing and blogger Alice Kirby navigates the pros and cons of cutting costs. LET’S FACE IT as the beauty industry booms and the competition builds, it’s often easy to look for ways to build business and I’m often asked whether salons should offer discounts when marketing. The short answer is ‘sometimes’; I certainly don’t agree with the notion that you should never discount. The secret is in knowing when and how to give specials, discounts and deals.
Handle with care
I know. It’s tempting to panic when the salon is quiet and your competitors are discounting everything – including their granny. It can sometimes feel like discount promotions are the only marketing route left to you. But they are not. In most cases discounts are merely a short-term fix. They create a reassuring spike in appointments but can damage your brand and rip a large hole in profits. However, there are times when they are a useful marketing tool.
QUICK LOOK AT THE PROS AND CONS: SALON DISCOUNT BENEFITS Simple and quick to implement • Get clients through your door – instantly • Increase client loyalty • Introduce clients to new services, treatments and products • Easy to track and measure • Bolster quiet days • Build a client following for a new therapist BUT USE THEM WRONGLY AND YOU CAN • Reduce profitability long term • Damage your salon brand • Create a discount culture as clients wait for sales • Encourage price-driven coupon clippers • Dent customer confidence • Lower loyalty • Slash average services invoice value
The two audiences
There are two distinct target audiences when using discounting as a marketing strategy – potential new clients and your loyal client base – and each benefit from a different approach. Let’s start with attracting new clients.
THE NEW CLIENT:
The best 1st visit offer If you want to persuade your hottest competitor’s clients to give you a try you probably need to incentivise them with either a percentage or money off discount. But which is best? Money off discount: Potential clients know immediately what they are saving, but it can be awkward for salons with a wide range of treatments as it’s difficult
PROFITABLE OFFERS FOR EXISTING CLIENTS Your existing client already loves what you do and how you do it, so don’t discount unless you really have to and always try to avoid competing on price alone. Why dramatically cut profit margins, potentially damage your brand, create a sale mentality amongst your clients and lower your average invoice? It just doesn’t make sense. Instead give added value, not discounts, and you’ll find making a profit far easier. Offer an upgrade to a premium manicure from a file and polish, or ‘a buy two and get the third free’ with retail products. Let’s look at some of the different types of salon discounts, deals and offers and the best time to use them…
Bag a bargain I recently bought a lippy from a new beauty shop that I’d not seen before. I didn’t spend a fortune, yet the owner who served me popped a pretty gift box of perfume minis into the bag with her card. You’ve guessed! for the next week I tried a new perfume every day. Needless to say, I was hooked on one and went back to purchase. We all love freebies. A gift with each purchase enhances the value of the service in a client’s mind. It’s a useful way of using a product that isn’t moving although it doesn’t have to be a retail product. Try offering a: • moisturiser with every facial • complimentary file and polish with a pedicure • salon gift card Give your suppliers a call to ask how they can help you with samples, special prices and freebies. Again, the knack to making it profitable is tight terms and conditions and always including an expiry date to add that sense of urgency.
Seasonal promotions Research shows consumers believe that discounted items/services do not function as well as those at full price. So always give a rationale for your offer otherwise it looks like you’re desperate for business. Valentine’s, Mother’s Day, Christmas and New Year are the big ones, but it could be your salon’s anniversary, a client’s birthday or an event happening locally that you want to celebrate.
Pre-launch specials Just invested in the latest equipment, have a new team member on board or launching an innovative service? Use a pre-launch offer to get bookings.
to make the discount work across the price range. $20 off a $30 lash tint is giving it away, yet it’s hardly significant off a $230 anti-ageing treatment. You can, of course, avoid this by stipulating the precise treatment that the offer applies to, but then you alienate a large proportion of your potential market so I prefer the percentage based formula below. Percentage discount: The big question is how much is best? Don’t play around with small incentive percentages. 5%, 10% or 15% off isn’t going to tempt anyone – I think 25% is the minimum discount. Seal the deal: Whichever formula you adopt it’s important to have clear terms and conditions. Don’t get caught out as it’ll cost you money. Think about… • Add urgency with an expiry date • Which therapists are offering the deal? • Which days of the week? • Do you want to restrict it to certain times of day? Raw deal: I often see salons restricting a 1st visit offer to their most junior team members. For me this is an expensive mistake; it’s more likely to attract quibbling coupon clippers rather than profitable clients who want to go to the best in town. Price is not especially important to them and is certainly not the deciding factor, so why would these super-fussy, well-heeled clients want an appointment with your most junior team? They wouldn’t. In fact, it will almost certainly put them off. So give them the choice.
Again, rather than discount, market the launch to your existing clients with an added value offer, such as ‘buy 4 of our new skincare treatments and enjoy the 5th on us.’
Thanks a million Reward loyal clients and show your appreciation by emailing or texting an added value offer to thank them for their loyalty. An impromptu ‘Just because…’ makes clients feel valued and is perfect for filling those gaps in the early part of the week or seasonal quiet times.
Last minute Is there any time when it pays to offer a discount to existing clients? Yes, when it comes to filling those last-minute appointment gaps. Make sure deal appointments are only available at the eleventh-hour as it’s not ‘a stand-by’ if it can be booked 24 hours in advance, and just prevents full paying clients being able to book. I suggest you don’t advertise these discounted appointments as always being available otherwise they get taken for granted and seem the norm rather than a bargain. Late availability is the key here.
Exclusive channel offers Your social channels and email marketing are great ways to offer exclusive added value offers, reward followers and build relationships. Why not email a value added promotion for Father’s Day to just your female database or post a salon social exclusive for Mother’s Day on Facebook and Instagram only?
Your best friend Introduce a friend schemes are salon discounts which work well. You may think they are old-hat, but word-of-mouth is still very effective. Why? Because most of us feel bombarded with incessant advertising and overwhelmed by choice. A personal recommendation cuts through this sales’ noise and gives us the confidence to ‘give the salon a try.’ It’s simple, inexpensive marketing and absolutely the right time to use a discount. So dust down those cards from behind reception and start handing them out.
Never say never
Discounts and deals do have a place in growing your salon, but use them with caution and always think about how you can add value before reducing your prices. n Alice Kirby is the founder of Lockhart Meyer Salon Marketing a specialist hair & beauty marketing agency and the blogger behind #GrowYourSalon. Visit her blog www.lockhart-meyer.co.uk/blog
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CREATING A BUSINESS ORGANICALLY The market is growing for natural and vegan brands. Businesswoman Kim Magee reveals what inspired KIBI Raw Minerals and Luxe Organics. Tell us what inspired you to launch Luxe Organics? “Luxe Organics was formed to distribute and create natural, vegan brands that contain organic ingredients and sourcing brands that I know are a safer choice for the everyday consumer that is accessible.”
What sets your brand apart in the market? “I hope we will be set apart based on lifestyle choices and educating our consumers and customers on how they can integrate a holistic approach to everyday living for the everyday person that embraces what we consume and feed our skin. We often are conscious of our body fitness and food but not enough about feeding our skin food that will naturally protect and stimulate our cells.”
How did you develop a passion for organic beauty products? “I had an amazing opportunity to work for a company who had a vertically integrated business where I was able to learn about the bio dynamic process from farm to consumer. The natural organic spa industry captivated my interest and the entire holistic approach on how therapeutic and nurturing this industry was for the mind, body and spirit.”
What are the key requirements for a successful salon? “Most of my career has been traditionally in the retail world and I have been in an out of the professional salon world in between. I believe success for any salon is about how motivated and passionate the owner is in learning and defining their specialty within the market place.”
What’s the secret to success? “The most important thing is feeling happy and confident in your knowledge base and the drive to keep learning. Never think you know everything, as more often than not we really know nothing, - we are on a journey to continually evolving as therapist, manager, educator, person and sharing your experience and knowledge to add value to your customers and staff – this will empower them as an individual and give them the credit for their growth.”
CONSIDER THIS WHEN LAUNCHING A BEAUTY RANGE 1. 2.
Research and strategise what your market placement will be and work out who your desired customer will be. Go with what you’re passionate about and think about the short and long term outcomes and always be open to evolve with the business. Don’t be influenced by external trends, carve your own personal trend.
TOP FIVE THINGS YOU NEED TO KNOW ABOUT ORGANIC PRODUCTS 1.
The word organic is used loosely. I would advise to read the ingredients. 2. Look for the certified organic symbols for Australian products and the international certified organic is the COSMOS certification and to be certified in Australia you need to have 95% organic ingredients. 3. Organic products normally have 3 months’ shelf life once opened so ensure you keep your products in cool and dark area to keep the ingredients preserved. 4. Eco certified validates the raw materials and is the main step to natural organic certification. 5. Ingredients and packaging are environmental usually high in antioxidants that often encourages the skin to heal naturally.
I BELIEVE SUCCESS FOR ANY SALON IS ABOUT HOW MOTIVATED AND PASSIONATE THE OWNER IS IN LEARNING AND DEFINING THEIR SPECIALTY WITHIN THE MARKET PLACE. What are the benefits for salons to stock organic and vegan ranges? “This immediately markets to the consumer who and what they are and represent. I believe that our consumers do need to be better educated on the benefits of holistic and organic approach to beauty that has always been available and is a growing industry globally.”
Tell us your favourite product in the range? “My favourite product is the mineral illuminating bronzer, which looks great on all skin tones and can also be used as an eyeshadow. This is my number one best seller.”
What inspired your KIBI Raw Minerals range? “My own brand being KIBI Raw Minerals that I created based around my own skin condition and colour. We are certified toxic free and our colour range is universal that has been well received into the market place which I launched online and am now more focused on cosmetic clinics and dermatologists to take on the brand. Our minerals range is perfect for post treatment for deep dermal treatments and impure skin conditions.” n
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This year marks the 20th anniversary of Summer Hill institution Absolutely Fabulous Skin Therapy and celebrations are certainly in order, writes Michelle Ruzzene.
ABSOLUTELY FABULOUS SKIN Therapy is a fitting name for the beauty salon situated in a gorgeous terrace in Sydney’s Summer Hill. Salon owner Trinh Grasso-Nguyen purchased the business in 2013 after a stint at home looking after her two children. “My husband and I came across this beautiful salon with a cute village feel and I knew this was it,” she said. “Even though I knew nothing of the beauty industry and nothing about running a business, I jumped in head first.” Trinh said what followed was a time of learning, growing, conquering and understanding in how to run a business, the beauty industry and managing and leading a team. “Even though I am not a therapist, I now know most of the clients by voice, what they look like, what treatments and products they have purchased, and a little about their personal life,” Trinh explained. Trinh said building personal relationships with her clients, fostering a local, community vibe and the salon’s focus on old-school values had seen the salon’s continued success. “There is a big trend moving towards machinery in the beauty industry,” Trinh said. “But we are still very much focused on human connection using our hands. We are the only salon in Summer Hill that performs high quality treatments that provide results, so it’s very important that local clients have somewhere fantastic they can go that they trust.”
Trinh said her “back to basics” philosophy was why loyal customers kept returning to Ab Fab. “Our clients walk out feeling happy and good about themselves and their skin,” she said. “We don’t need 10 machines to achieve that.” The salon is Ultraceuticals exclusive with all five team members fully Ultra Academy Certified, and they were one of the first salons to bring the Ultra Consult program to their customers. Trinh said she was extremely proud to be one of the first in NSW to be accredited from Ultraceuticals as a gold standard, ‘Ultra Consult’ clinic. “We were chosen as the trial salon when they first in trial stage, and then a year later when it was officially rolled out we got certified,” she said.
The salon made the move to being Ultraceuticals exclusive after an unfortunate fire in 2015. “I’d only had the salon for 18 months when we experienced a fire by a mag lamp that was accidentally left on overnight,” Trinh said. Everything in the salon was soot damaged from the fire’s smoke. But rather than dwell on the negative, Trinh used the incident as a way to put her own stamp on the salon. “It was a blessing in disguise as it gave me an opportunity to maintain the integrity and essence of the salon, but to add my own personal touches,” Trinh said. The salon was back up and running after only two weeks of being closed. Clients can choose from a range of treatments at the busy, boutique salon that include facials, LED treatments, micro needling using Dermapen, electrolysis, waxing, massage, ear piercing, tints, tans, manis and pedis. Waxing, manis and pedis are done downstairs, while upstairs are the facial treatment rooms. Trinh revealed the Signature Facial - a relaxing, one hour and 10min facial that provided results and was tailored to target each client’s concern was one of their most popular treatments at the salon. “We also offer more intense skin treatments if someone wants to get faster results, and we encourage clients to go on a journey with us and invest in their skin, much like they would invest in their gym membership and nutrition,” Trinh said. She said all of her staff had reached ‘expert status’ by completing all of the necessary modules using the Ultraceuticals online learning tool. “I’m lucky to have fantastic, loyal staff that work hard and love to learn and build up a relationship,” she said. Trinh said she kept her staff motivated by providing training at every opportunity and being flexible to their needs when it came to achieving a work/life balance. Last year the salon was awarded the Outstanding Award for Beauty Services at the Inner West Local Business Awards. It’s clear that Trinh’s personal philosophy to always have a positive outlook on life, to remain steady with a calm aura and maintain a balance of family, fun and hard work is a winning formula for her and her team. Contact Absolutely Fabulous Skin Therapy on 02 9798 2277 or visit www.abfabskin.com.au n
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Duo Lash Adhesive in Dark Tone Ardell Lashes 02 8709 8816
Neek Lipstick in Bittersweet - Neek Skin Organics 07 5526 9184
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LaMav Anti-Ageing Mineral Foundation in Medium LaMav 1300 052 628
Kat Von D 24-Hour Super Brow LongWear Pomade in Aubergine - Kat Von D 02 8880 9446
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MORE THAN MAKEUP AUSTRALIAN OWNED • SALON EXCLUSIVE • ASSISTS WITH TREATMENT RECOVERY AND RESULTS ON TREND PRODUCTS • SKINCARE MAKEUP • PHARMACEUTICAL GRADE MINERALS CRUELTY FREE • HYPOALLERGENIC • PARABEN FREE • ONLINE STAFF MAKEUP TUTORIALS
Curtis Collection Cosmetics is an Australian owned mineral makeup brand offering on trend, skin care makeup designed to fast track the results of client’s treatments. Our products act as an extension of your client’s skin care routine, keeping pores clear, while nourishing, hydrating and protecting the complexion. Not only are our products good for the skin, they also create a luminous glow like no other. Our light reflective minerals create the illusion of a flawless complexion with our signature glow.
TO BECOME A CURTIS COLLECTION STOCKIST EMAIL INFO@CURTISCOLLECTION.COM.AU @curtiscollection
www.curtiscollection.com.au firstname.lastname@example.org 07 3902 0723
These highlighters are essential for a long-lasting, luminous glow
LEFT Glo Skin Beauty Shimmer Brick in Gleam True Solutions 1800 808 993 La Glam Highlighter in Glitterbug La Glam Minerals 1800 524 526 Jane Iredale In Touch Highlighter Margifox Distributors 1300 850 008 Be Coyote Highlighter - Be Coyote email@example.com Runway Room Mineral Pressed Illuminator in Warm Golden Le Beauty 03 9421 0025 Kibi Raw Minerals Mineral Bronzer Luxe Organics firstname.lastname@example.org Peter Thomas Roth 24K Gold Pure Luxury Prism Cream Peter Thomas Roth 02 8880 9446. Salt by Hendrix Illuminate Facial Glow Salt by Hendrix 0452 183 503
ABOVE Gorgeous Cosmetics Prism Highlighter Gorgeous Cosmetics 1300 730 277 Bodyography Blush in Sunrise â€“ Bodyography 1300 263 964 SLA Make Me Glow - Encore Beauty 1300 770 428 Youngblood Illuminator with Diamond Powder Professional Beauty Solutions 1800 625 387 Claudia Schiffer Illuminator United Brands Australia 1300 552 924 Curtis Collection by Victoria Afterglow Highlighting Powder in Sunset - Curtis Collection 07 3902 0723 Eles Baked Finishing Powder in Diffused Light Universal Aesthetics 02 9948 1667 Endota Spa Illuminating Highlighter - Endota Spa 03 5971 8700 Inika Baked Mineral Illuminisor in Dewdrop Total Beauty Network 1300 765 332
ANTI-AGE? Salon owners are noticing a shift in the anti-ageing market. Maria Halasz reveals how to ride the new beauty wave. LAST YEAR WHEN beauty glossy magazine Allure announced the end of the ‘anti-ageing’ terminology to change the way we talk about ageing, the shift in the beauty industry had begun. The global skincare market is expected to exceed $131bn by 2019 and the 50-plus women have the biggest spending power. Skincare brands have started focusing on how to meet those women’s needs without using a pejorative ‘anti-ageing’ term that implies the judgment that there is something inherently wrong about ageing that needs curing and fuelling the youth myth of the cosmetics industry.
We know that getting older can actually be great in many aspects: we become wiser and no longer fret over what other people think of us. We make better choices in life and enjoy what it has to offer to the full. In fact, studies show that we are the happiest in our mid-years hence the shift in the industry to celebrate beauty at all ages. Every woman wants to look her best, no matter what her age. Just because we are not 20 anymore, it doesn’t mean we have to put up with dry, flaky skin or brittle hair. However your customers’ expectations of how they want to look as they age have changed, they are no longer obsessed with wrinkles but it’s a natural glow that is the new measure of youth. The ‘pro-age’ trend is to take more of a long-term attitude with a 360 self-
THE TRENDS SHAPING THE FACE OF BEAUTY IN 2018 There are so many new directions in skincare and trying to choose the right product can be very confusing for customers. New beauty trends can be put in two categories: those that are evidence based, and those that are trying to fulfill a dream, the next ‘hope in the jar’. Luckily, skincare brands have been focusing on new potent, evidence based ingredients more than ever. We’re seeing cutting-edge products containing stem-cells, packed with growth factors. The anti-ageing market is booming with new treatments and products launching every day so it’s important to continue to learn and stay at the cutting edge of what’s on offer and introduce new solutions with products that address the skin’s needs.
care approach, including not only high quality skincare but also healthy diet and active lifestyle. With technology and science leading the way in skincare, it is now more important than ever for businesses to focus on functional cosmetics that actually halt the signs of skin aging. To run a successful beauty salon, you have to have loyal, returning clients, who receive real value from your services and trust your choices and recommendations when it comes to products and treatments. The only clients that come back are the ones who see results so it’s really important to invest in the highest quality skincare that is backed by real science and clinical studies.
Products to invest in
As an industry we are always searching for ways to improve product performance and overall consumers’ experience. When choosing skincare for your salon, look for solutions with active ingredients that perform specific functions and are backed by science. These are often called the ABC of skincare: Vitamins A, B and C. Vitamin A is critical for a cellular renewal in the skin, as is Vitamin B, which boosts collagen production and improves skin’s lipid barrier and Vitamin C is a powerful antioxidant and helps the skin with metabolism. Vitamin C also slows down the production of melanin, preventing dark spots and pigmentation. Latest scientific research in skincare has also resulted in a new hydrolyzed form of hyaluronic acid, a hydrating agent that, thanks to smaller molecular size than HA, can penetrate the skin even deeper. This powerful ingredient is able to hold more water than any other natural substance (up to 1,000 times its weight in water), which is why it visibly plumps the skin.
Injectables vs luxe skincare
The way customers think about injectables is changing – they are more accessible, affordable and provide instant, guaranteed results. However, they are still considered to be invasive so there will always be a need for a high quality skincare. As much as Botox helps prevent wrinkles and injectable fillers can fix existing ones, they can’t replace daily skincare, which should include sunscreen, eye cream, moisturiser and cleanser. Those who get their “needle treatments” done regularly are also looking to find a daily skincare routine to hydrate, condition and protect their skin, so be wise when it comes to choosing brands for your salon. n Maria Halasz is CEO and Managing Director of Cellmid Limited, an Australian Life Sciences company, with an impressive portfolio of beauty products, all created by using cutting-edge technology and supported by medical research. www.cellmid.com.au
This season heralds a return to natural skin, ever so subtly enhanced by makeup inspired by autumnal copper tones and a muted orange palette. These makeup looks straight from Mercedes-Benz Fashion Week Australia reveal Napoleon Perdis’ return to fresh, glowing looks. Makeup Direction by Napoleon Perdis | Hair by Toni&Guy Photography by Filip Konikowski | Interview by Anita Quade
FACE VALUE “It’s like the models have just popped out of their workout and taken a selfie – they have a healthy glow. This look can translate across any style or gender and it harmonises with all the designer’s stories. An infusion of hydrating skin prep created the beautiful glow on model’s faces.” - Anna Papadopoulos for Napoleon Perdis - Active Showcase
MAKEUP PROFESSIONAL BEAUTY
EYES HAVE IT “It’s a little more bar than beach, with sexed-up violet eyes and flawless, matte skin.” Kate Squires for Napoleon Perdis - Swim Showcase
GLOW ON “It’s a fresh base, exposing the model’s own beautiful skin. Rusty orange, coppers and warm browns have been fused around the eyes which has created a bit of a ‘grungy’ look – it’s not polished and it draws attention yet harmonises with the overall looks from the designer’s collections.” - Anna Papadopoulos for Napoleon Perdis - Next Generaton Showcase PROFESSIONAL BEAUTY
“The Leo & Lin collection is very ethereal, very gorgeous, so we wanted to keep all of those characteristics in the makeup. Skin is very clean and fresh, and we’re pumping up the natural skin with lots of primers and cleansers to get it glowing naturally.” - Rajja Richani for Napoleon Perdis - Leo & Lin Showcase 52
Image: Getty Images.
from THE SHOOT...
Auto Pilot Pre-Foundation Skin Primer
Australian makeup maestro and businessman reveals the hottest catwalk trends and his best advice for success.
Tell us about your autumn/winter palette inspiration and the trends you focused on at fashion week? “At fashion week this year it was all about enhancing natural beauty. Skin that looks like skin, soft natural highlights, visible freckles and imperfections. We were also inspired by rusty tones and orange hues this year – these tones add a beautiful, romantic touch to any look and are a refreshing way to wear colour, without feeling overdone.” What three words sum you up? “Ambitious, Innovative, The OG.”
Knockout Lash Magnif-Eyes Mascara
Color Disc in Tequila Sunrise
What do you predict will be the biggest trend in makeup next year? “The return to natural – it’s the Meghan Markle effect that’s already starting to take hold. The market has become so saturated with full coverage, caked makeup and I think people are beginning to tire of not only how this looks, but also the impact such looks have on your routine. Not many of us have the time to, nor want to spend hours in front of a mirror and all that makeup really isn’t necessary. Statements can still be made sans the cake!” Napoleon what is biggest lesson you have learnt in the beauty industry during your career? “It’s to always stay true to myself and my beliefs. There are always going to be people who try and tell you how you should run your business and live your life, but at the end of the day I’ve always been the most successful when I stay true to who I am, and who the brand is.” Any advice for those starting out and setting up their own beauty brands? “My advice would be to know what makes you different, don’t be afraid of hard work and learn from your mistakes. Things aren’t going to workout overnight, so you have to be diligent and hard working and make sure you’re in an industry you are passionate about making a difference within”.
Stroke Of Genius Liquid Cashmere Foundation SPF 20
Patrol It! Lip Squad Spinning
How can beauty businesses/salons remain competitive in the luxury market? “Know your customer. If you can deliver what your customer really wants, then you’re already ahead of the game. Luxury beauty is so much more accessible in Australia today, so you really have to stand out from your competitors by delivering a customised, unique and engaging experience. You can’t just rely on a great product anymore.” What is it you love most about the beauty industry? “I love the freedom it gives women and men to express who they are. If my products can make my customers feel empowered and comfortable with who they are then I’ve done my job. I just love getting feedback from my customers telling me how my products have helped them on their journey to becoming confident and happy.” Tell us your future plans for Napoleon? “The future of Napoleon Perdis is exciting. We’re launching into Priceline Pharmacies which opens our brand up to a whole new range of customers, especially living in regional areas who don’t have access to my products. We’re focusing heavily on re-vamping and upgrading our e-commerce platform, so we can provide a seamless experience to our online shoppers, as well as looking at distribution in international markets.” If you weren’t a makeup maestro what would we find you doing? “Before we launched Napoleon Perdis, I was studying political science and business law, and then a post-graduate degree in marketing management. I really can’t imagine not working in the beauty business, but perhaps I’d be a lawyer or a politician.” Your biggest beauty blunder? “In the past I made the mistake of over plucking my eyebrows. Don’t do it - you’ll spend years trying to grow them back. Plus, it’s all about a big, bold brow these days!”
WAKE UP AND MAKEUP Mikele Simone was recently awarded Makeup Artist of the Year at the Australian Hair Fashion Awards (AHFAs). Michelle Ruzzene caught up with the 32-year-old Gemini to talk all things skin, makeup and drag.
HIS FIRST JOB: “My first beauty job was in a department store and I loved it. I used the clients as a training ground to perfect my makeup skills and application methods, so I would make sure I always had bookings. And if I didn’t, I would approach people walking past and ask them to try the latest shade of lipstick or the newest technique I had learnt.”
ON SOCIAL MEDIA: “It’s such an amazing platform to share your creative adventures and work, but I do feel that it has tarnished the concept of what a ‘makeup artist’ really is, with some people stating they are a ‘professional makeup artist’ on their profiles, but then all their images are only of themselves. The term ‘makeup artist’ is used too liberally on social media and has now blurred the lines between the amateur and professional world.”
HIS FAVE INSTAGRAM ACCOUNT: “Has to be @ratedmodernart which shows very inspiring art from all over the world.” ON THE INDUSTRY: “It can be very competitive. A bit of healthy competition is great and can really push creativity. I think we need to remember though that we are all in this industry for the same reason. I am a big believer of helping each other and working together.”
HIS MAKEUP ICON: “I trained with Laura Mercier, so she would have to be one of the people at the top of my list.”
HIS CURRENT CELEBRITY MAKEUP CRUSH: “I’m obsessed with drag performer and artist Hungry, Instagram handle @isshehungry.”
HIS FAVE MAKEUP PRODUCT: “Definitely my Marc Jacobs Spotlight Highlighter. It’s my go-to for any looks - I use it to highlight the cheeks, put all over the eyes, and even the body. It’s so versatile.”
ON HIS MUM: “My mother was very supportive. She would let me go shopping with her to all these cool little boutiques and I used to love sitting in the bathroom watching her put her makeup on.”
HIS TOP TIP: “Perfecting the skin is the most important part of makeup for me. Making sure it’s flawless yet natural is hard and if you can perfect your technique here, then you can do anything. There is no point in doing an amazing eye or lip if the skin looks heavy and patchy - it ruins the total finish.”
HIS SIGNATURE LOOKS: “My ‘thing’ is skin. I love making the skin look natural and flawless.”
ON HIS AHFA WIN: “I was so shocked and excited. I couldn’t believe it. It took a while to register when they announced my name. I was up there with some very talented makeup artists and even though I knew my entry was unique in its own right, I guess you never know what the judges are looking for, but I feel so honoured.”
ON HIS BEAUTY OBSESSION: “I have been obsessed with fashion and beauty ever since I can remember. I grew up in Italy and was surrounded by fashion. I loved looking through Vogue and other magazines, admiring the total look of the models and how it all came together.”
HIS PERSONAL MANTRA: “Success is not the key to happiness. Happiness is the key to success” - Albert Schweitzer
PROTECT THE SKIN
WITH A NATURALLY FLAWLESS FINISH TRIPLE MILLED | SPF 15+ | NON-COMEDOGENIC Designed for all skin types, leaving your skin protected with an SPF 15+, maintains the hydration with full coverage lasting all day. Triple milled mineral assists in calming and balancing the pH for impure and sensitive skin to assist in the healing process in post deep dermal treatments.
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HOBART HAVEN Find out why Dr Asha Ram, from Sanctum Medical Aesthetics, is still ‘in awe of skin’ after more than 20 years in the industy.
tirelessly to research and deliver cosmetically highly acceptable, skin transforming skincare at a price point that is generally affordable.” 3. Key lessons learnt in 20 years ... “There is no doubt that over more than two decades treating ageing skin, the biggest lesson learnt is it’s easier to prevent or practice early intervention for a problem than neglect your skin and then expect miracles later in life.”
4. Best part of your job?
1. Inspiration leading you to medical aesthetics ... “Like many new medical graduates, I had a strong drive to work with the most disadvantaged in our community. After leaving the hospital training environment where I worked with chronic drug addicts, advanced dementia patients and female prison inmates I developed a particular interest in empowering women to make good strong decisions about their own health. At this time lasers were entering the aesthetic market and my true love of biophysics led me to start laser medicine with a colleague that our practice grow to include a suite of dermatological lasers, micro and macro sclerotherapy and then toxins, dermal fillers and science-based skin treatments.”
2. Why did you choose Ultraceuticals and UltraMD as your brands of choice? “Both Ultraceuticals and UltraMD are science based ranges, with measurable active ingredients proven to historically improve skin quality, and allow stepwise progression as skin improves and changes over time. It is important to me that it is Australian research and investment behind the range as our environmental conditions are unique. I have known Dr Geoffrey Heber for over two decades and he has worked
“I love walking into the calm, professional and beautiful cocooning environment we have created in our physical premises. The welcoming Sanctum team present themselves as a wonderful group of outstanding individuals who each bring a unique contribution to our service and workplace. Then there is the daily joy of the privilege of sharing each person’s concerns about their appearance whether this is due to ageing, genetics or disease. I like to think that my patients feel safe, heard and valued in every consultation. I know that they rely on my knowledge and experience to bring them safe, reliable, effective and affordable science-based products, technologies and procedures”.
5. Quotes – one of your favourites? “The most difficult thing is the decision to act, the rest is merely tenacity. The fears are paper tigers. You can do anything you decide to do. You can act to change and control your life; and the process is its own reward.” Amelia Earhart n Contact Sanctum on 03 6223 8998 or visit www.sanctummedical.com.au
PROFESSIONAL EYEBROW TINTING
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A luxurious palette of natural shades which can be used individually or mixed together to create the ultimate brow colour for your client. Elleebana’s innovative formula helps to strengthen hair, restore growth and the natural shape of the eyebrows.
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To find your closest distributor, contact: firstname.lastname@example.org
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TALKING TRENDS WITH:
Brand Marketing Manager Comfortel
Comfortel black and white Parisian chic salon interior features Gemini II Treatment Table, Beauty Stool in White and Ingrid Beauty Trolley – Comfortel www.comfortel.com.au/contact-us
Breakfast Velvet Button Cushion in Grey K Mart 1800 124 125
Glamcor Riki Tall Mirror Le Beauty 03 9421 0025
GET THE LOOK
Tell us how you settled on a design concept for Jocelyn Petroni salon? “It was always my dream to create a beautiful, ambient setting where I would feel nurtured and in turn could nuture others. I wanted to create a salon experience that was as decadent as it was necessary. I’ve been practicing Tibetan Buddhism for eight years and actually meditate during facial treatments and I encourage my therapists and clients to do the same. My therapists are qualified Reiki practitioners and this beautiful energy comes through all the treatments we practice in the salon. My salon is a calming, uncluttered, nurturing and comforting environment where women and men can escape from the pressures of everyday life. My aesthetic is neutral, clean and fresh.”
Wilds Soy Candle in Magnolia - Wilds Home Company 02 9999 4001
Fusion Fragrance Diffuser in French Pear - The Australian Skin Care Company 02 8422 5000
Tell us about the Parisian salon trend? “The French are synonymous with style—and this is why this salon trend mimics a “Parisian” look. The stylish, classy style is elegant while keeping it chic and simple with generally a monochrome colour palette. By incorporating luxe, lavish textures: think marble (the faux variety is totally fine), velvet, stone and a mix of matte and gloss finishes, it creates depth and texture within the space. Add hints of cool metallics to complete the look.” How can salons get the look on a budget? “With places like Kmart; Adairs and online stores like Ezybuy.com.au make it so easy to add cushions, blankets, throws and general décor to decorate salon rooms on a budget.” What are some of the main pieces that salons should be looking at investing in? “The reception and welcome area are the first thing your client sees, so make this area replicate your brand and show people what your business is about. The treatment room is where the magic happens – equipment like beauty beds often get overlooked and often are ignored within the budget with owners opting for cheaper, last minute alternatives. This is part of the experience for your client, and should ergonomically help you with your work tasks, so make it an important part when upgrading or starting out. most importantly gauge whether it provides an easy work experience for you. Style trends come and go – how easy is it for salons to update their look? “I always say interior trends don’t date if it’s in line with your brand. If budget is tight, do it in stages. I believe the client comes first, so maximise and enhance their experience, and make it as inviting as possible.”
How often do you update the salon? “We expanded and updated the salon when we moved to a larger space in September 2016. I regularly monitor and tweak my aesthetic to keep the space feeling refreshed and modern. Weekly I have fresh flowers delivered and seasonally change the essential oils I burn to create the perfect ambience. At the moment we are burning Sandalwood throughout the salon, which has a warm woody aroma and is deeply relaxing – perfect for winter.” How important is it to define your look interior wise? “Interiors are essential to creating the look, feel and brand you want. They represent you and your philosophy and speak volumes to your client about what sort of experience to expect. I am highly esthetic and I believe the working environment I create encourages my clients and staff to embrace our salon philosophy and to see the level of cleanliness and detail that is reflected in our treatments.” Updating the look can be an expensive exercise – any tips for salon owners on a budget? “I believe that everything is in the detail which
is an easy and cost-effective way to update the salon. Money saving tweaks could be fresh flowers, essential oils burning, soft furnishings, new linen and looking for something unique you can offer your clients, an extra point of difference. Also, cleanliness is essential and keeping your salon spotless is an inexpensive way to make an impact.” What is your favourite piece in the Woollahra salon? “There are a few artworks throughout the salon, which form a collection I collaborated on for Chanel Australia. I had the opportunity to create these artworks with Vicki Lee and her husband, photographer for Gritty Pretty.” What was your biggest interior splurge and your luxe for less piece? “Our custom-made, oversized reception desk, which is topped with a piece of stone that took six men to carry. Luxe for less, one of our treatment rooms contains an amoir and mirror that I purchased at auction when I opened my first salon in 2006. I still love antiques and these pieces last a lifetime.” www.jocelynpetroni.com.au
Permanent hair reduction Removal of pigmented and vascular lesions Wrinkle reduction Grow your practice with Gentle Pro, from Australiaâ€™s largest premium medical aesthetic device company.
Why Syneron Candela? #syneroncandelavalue
Three years warranty on all devices
Factory trained qualified technicians
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Includes all servicing and customer support
Full manufacturer clinical certification training
Comprehensive marketing resources
Talk to us about how a Gentle Pro Series device could benefit your clinic. Visit www.syneron-candela.com or call 1300 (CANDELA) 226 335.
ÂŠ2018. All rights reserved. This marketing material may include registered trademarks, trade-names and brands in certain jurisdictions of Syneron - Candela group of companies. SYNCAN0054
SCIENCE. RESULTS. TRUST.
Choosing an AESTHETIC
Accor Cosmetic Corrector – the world’s first plasma with LF + ( low frequency) technology it provides a gentle lift without surgery - Arc Aesthetics Australia 1300 862 685
Need help when it comes to choosing an aesthetic device? Trevor Neale reveals his recommendations…
IN PREVIOUS YEARS technology would go through long periods of clinical trials to validate treatment results, assess possible complications and set up optimal treatment protocols. With heavy competition, we are seeing many technologies being quickly launched into production with minimal research and development or product testing. As a result, the industry is being bombarded with promises of new and improved, faster, safer next generation systems. The challenge is to be able to make an informed decision about what is appropriate for your business to ensure any new modality adds value to the treatments you offer. For help, most of us will head online to browse the web as an education tool, a general search is full of marketing bias and lacks guidance for your individual business. While attending training programs and trade shows are a great opportunity for learning many of us do not have the time or resources to commit. Ultimately, if we are serious we need to turn to the professionals, such as clinical, marketing and operation coaches. Some of their resources are free to access. Here are a few valuable sites to help make an informed decision. Clinical Coaches (e.g. facebook “Advanced Skin Device Group”) support with training and guidance in the clinical positioning of Aesthetic Devices. Marketing Coaches (e.g. salonmarketingcoach.online) assist with the marketability and marketing strategy of the aesthetic device you are reviewing. Operations Coaches (e.g. thebeautysaloninsider.com.au) provides guidance to assess the profitability of your business as well as review potential of future purchases. It goes without saying that whatever aesthetic device you buy will ultimately carry little to no recoverable value so make sure to make a good choice. Also consider rental options as they provide an opportunity to test and take advantage of current market advances with the option to easily opt out or change direction if the technology becomes redundant or a better option becomes available.n Trevor Neale is a leader, educator and engineer within the aesthetic device industry. www.aestheticdevices.com.au
Brera Imperium Matrix - uses Amplified Medium-Frequency RF technology (AMF) to produce outstanding results against micro-roughness, acne scars, wrinkles, enlarged pores with minimal downtime and discomfort Advanced Cosmeceuticals 1800 242 011
Dermapen 4 - the only microneedling device with a dedicated scar setting and protocols for revision of deep, atrophic scars including surgical, burn contracture, striae and post-acne scars - Dermapen World 1300 668 755
Dermal Pen Pro - a fractional skin needling system engineered with a high speed motorised treatment head that vertically penerates the dermis and epidermis with ultra fine needles to a depth up to 2.5mm The Global Beauty Group 03 8555 2246
Santorini Smile Teeth Whitening Lamp Mediterranean Tan, Wax & Beauty 1300 826 929
VIPnails The sophisticated and sexy appeal of red nails remains eternal and universal
NAILS LEFT ABOVE Hawley Nail Polish in #19 - Hawley International 02 8667 1700 Color Club Nail Lacquer in Cadillac Red - Glamaco 1300 343 572 Issada 5 Free Nail Colour in Diana - Issada 07 3904 2288 Caption Nail Polish in Bite Your Tongue - Young Nails 07 2297 5466 OPI Infinte Shine 2 Tell Me About It Stud Faby Nail Laquer in Chili Potion International Beauty Supplies 03 9486 3211 International Beauty Supplies 02 9486 3211 SLA Paris in Red Carmin - Encore Beauty 1300 770 428 Art Deco Nail Lacquer in 677 - United Brands Australia 1300 552 924 Orly Lacquer in Haute Red - Hawley International 02 8667 1700 Artistic Colour Revolution Reactive Nail Lacquer in Little Red Suit Morgan Taylor Professional Nail Lacquer in Switch Funky 1800 700 510 Tigress Knows Best - Le Beauty 03 9421 0025 Eles 5 Free Nail Lacquer in Ruby - Universal Aesthetics 02 9948 1667 Tonic Luxe Purse in Charcoal - Tonic Australia 03 9523 1377 Eve Taylor Wild Fig and Grape candle Rituals Wild Fig Scented Candle - Rituals +31 202 415 948 Eve Taylor Australia 07 3200 3884 Tonic Luxe Cube in Charcoal - Tonic Australia 03 9523 1377
Our roundup of the best new nail products 64
TBX Stainless Steel Nail Clippers The Beauty Exchange 1800 181 040
Bio Sculpture Gel in Kaleidoscope Bio Sculpture 1300 246 435
Evo2 by Bio Sculpture in Lydia - Bio Sculpture 1300 246 435
Dr Dana Nail Care System â€“ Nu Skin 1300 687 546
Mavala Switzerland Nail Color Pearl in 146 Spicy Red Cosimer 03 9645 1933
CND Shellac Luxe in Temptation Pacific Nail & Beauty 07 5597 4555
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Mavala Switzerland Nail Color Cream in 246 Black Cherry Cosimer 03 9645 1933
Young Nails Foil Freaks Nail Art Kit Young Nails 07 2297 5466
THE NAIL GAME One of the biggest beauty game-changers in recent years has been the evolution of nail artistry. Salons have progressed from offering the standard manicure and pedicure to a menu featuring long lasting options ranging from Shellac to dip powders. The rising demand has seen an influx of nail and beauty salons opening its doors offering services with highly competitive prices. We asked the experts how to remain a standout out in such a crowded nail market. OPI AUSTRALIA Providing the best nail products and services are key as innovators we want to continue to bring our customers fresh product choices and meaningful collaborations that celebrate what OPI stands for â€“ and we believe colour is the answer. Stay ahead of the game is our motto by focusing on new industry trends and offering customers the latest technologies. The recent launch of the professional service Powder Perfection, offering gel-like shine, weeks of long-wear and no need to light cure, was revolutionary for OPI. This powder dipping system is available in select Australian salons and is perfect for clients looking for a nail service in between a gel polish manicure and a full set of acrylics. It is the ultimate solution for those who desire stronger, more durableÂ nails. Remain competitive by ensuring the quality of the polish is exceptional, but that an extensive range of shades are available to customers. We want the customer to be able to identify a shade that perfectly matches their persona. With new collections launching regularly, women can feel confident experimenting with new shades and trends. OPI Australia Jerome Toulza General Manager, Coty Professional Beauty ANZ International Beauty Supplies 1800 358 999
BIO SCULPTURE AUSTRALIA Don’t just compete on price. It’s important that salons differentiate their nails services in order to remain competitive. I think the worst thing a nail salon can do is compete on price alone; by reducing prices this will trigger a price war and devalue the skills and experience of nail technicians and the beauty industry as a whole. At the end of the day everyone loses. Focus on value add. This is a clever way for technicians to provide their clients with extra services and products with something over and above a long lasting manicure. Offer high quality products and experiences to clients that focus specifically on quality, ingredients, health benefits as well as highly skilled service offerings such as extensions and nail art. It’s about creating an experience. I believe that with so much choice in the nail industry, customers are willing to pay more if they receive not only an amazing nail service but also an experience that will keep them coming back for more. Understanding your clients’ needs. We know that salons need a point of difference in such a saturated nail market which is why we invest heavily in being the healthy alternative in nail care, developing unique products with the highest quality ingredients that are non-toxic, vegan friendly as well as focus on education as the key to success. I believe this not only allows salons to offer their clients a unique service but also gives technicians the skills to be able offer a unique experience. Bio Sculpture Australia Talya Bergmann Managing Director 02 8218 4500
SWITCHFUNKY Offer services that cannot be found easily in the mass production style chain salon is critical to the success of any independent nail or beauty salon. Many local suppliers that represent large global companies have very valuable, readymade marketing resources that can set your salon apart. Ask specifically for images and logos that you can adjust and add to, to make your own. Forming strong relationships with your suppliers and then utilising their often free education programs will also give you the edge in the chair. Knowledge is power. Once you understand why the products you have selected are giving you the edge you can confidently pass this information onto your clients which will in turn allow them to understand why they book with you. Differentiating your services from your competitors and understanding your true value is key. Value adding to your standard nail menu by investing in professional only products that allow you to offer extended services that repair and protect the nail during the Gel Polish or Dip service rather than just colouring or shaping the nail will make sure your clients stay with you over the longer term. Take responsibility for the overall condition of your clients natural nails both pre and post nail service. This is the best way of ensuring that your client sees genuine results while showing off your amazing work and attributing it the value that it deserves. Once your client establishes this link you will be the only place they think of when looking for nail enhancement. Switchfunky Peter Lykissas Managing Director 1800 700 510
YOUNG NAILS AUSTRALIA Talking to salon owners and industry leaders we find they have the same answer... it’s important to have an edge or a unique style that your competitors don’t possess. Staying competitive is all about multiple factors. Be exceptional at what you do by showing your creative flair and understanding your salon costs and charges. Education and knowledge is key to having an edge on competitors. We recommend that salons do not lower their service costs to compete with their salon neighbours but increase their knowledge of what’s on trend, however you need to financially be able to maintain an edge by understanding your business costs and charges with understanding your business cost and charges. Be seen on social media because it’s a great platform for salons or the home nail technician to help promote their business growth without the large advertising costs. Rely on these platforms and word of mouth of your customers to increase your salon growth. Don’t compete with another salon, instead choose to be better, choose to be an industry leader and create work that will stand out! Be the best that you can be by arming yourself with the latest knowledge and best products possible and follow what’s on trend. With your exceptional skills and the latest knowledge your business will thrive in a crowded nail market. Young Nails Australia Janelle Kennedy Customer Service Manager & Education 07 55975466
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TALKING POINT JESSICA COSMETICS AUSTRALIA Be different. It sounds obvious that a salon needs to offer something unique or different in their area. Many salons follow the leader and donâ€™t invent themselves as a place that will attract people. The emergence of speciality nail bars that offer high end services in luxurious surrounds is the extreme, but any salon can create a unique offering that will attract interest. Target your market, Once a salon knows their unique offering it is imperative to market to the right people using the right channels. Social media and Google Adwords are great but so are some of the older methods such as radio advertising. Invest some resources in effective marketing. Elevate your nail services. The best salons demonstrate that nail services are an equally important part of their beauty regime. A great manicure is also a fantastic way to promote your business. Take a pic and post your best work on your social media! Training. You canâ€™t be good at something unless you have the right training. Salons with well trained staff always perform better and many brands offer really good product training designed to maximise the benefits. Take advantage of the training you are offered and in many cases it comes free. Retailing. There is a direct benefit in retailing the products you use in salon. Those that learn how to retail can create better client loyalty and as a bonus, the profits on retail are usually quite high. Jessica Cosmetics Australia Geoff Yeatman General Manager 1300 470 648
PACIFIC NAIL & BEAUTY Learn the trade. In 2011, I started my own business. I researched my local area and discovered at that time there were 34 nail bars that were offering nail services within a 5km radius of where I lived, this did not include Nail Professionals like myself who were working from home. This is what I learnt. Customer Service. Clients want to feel special. I am constantly on the internet trawling new looks, inspiration for my clients. I really take my time to get to know my clients and see a pattern of what they like, so I have new and fresh ideas every time I see them. Educate yourself and your clients. Even though I am an educator for CND, I am constantly updating my skills. I also believe educating my clients is just as important as eucating a room full of nail professionals. I explain every step I do to a new client and why. Align yourself with a leader in nail products. One you trust and who will support you and most importantly you must love their products. Presentation. My biggest pet hate is seeing a nail professional with terrible Nails. No matter what, my nails always look fabulous. They are your calling card. Social Media. A tool that has helped me reach my community when I do not have a shop front. My pictures are unedited, they are as raw as when I took them, but my tip is to only use the “perfect” ones. CND Skye McIntyre CND Education Ambassador 1800 672 800
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Ever thought about chasing your dream and setting up your own mobile salon? Iman Davamoni did just that after the birth of her first child. She shares her road to success and the lessons along the way. Tell us why you established Purely Polished? “Purely Polished was born while I was on maternity leave, shortly after having my daughter Almira. As a new mum I found it difficult to make time to get down to my local salon and I didn’t want to expose my daughter to a nail salon full of toxic fumes. The mobile nail salons currently operating didn’t have the fresh, on-trend appeal I was after. At the same time, I wanted to start a business so that I wouldn’t have to return to the corporate world. I started researching, and found that most women were finding it really hard to schedule in their beauty appointments so I got chatting to a few mobile nail technicians and built my mobile business in a couple of weeks.”
How hard was it to leave behind your full time stable career? “It was a big decision for me because we had a new addition to the family, and bigger responsibilities, but it was definitely one that had been coming for sometime. I spent the last 15 years working in Human Resources and had built a solid career but my passion had always been to build a business of my own. I knew it was the right time to start Purely Polished and after a few months of operation, and seeing bookings flow through – I bit the bullet and resigned.”
What are some of the considerations of launching a start-up business? “It means working more hours than the general 9-5, but I enjoy every moment of it. It’s true, when you do what you love; you never work a day in your life. That being said, it’s not been smooth sailing all along. Juggling motherhood and running a business has its challenges and I have worked towards a happy balance.”
How did you locate a gap in the market? “The on-demand beauty market was taking off in the US and UK, and I noticed it hadn’t touched our shores yet. In Sydney
we had to hustle a bit, and find the right fit with our pricing and who we wanted to work with. We can currently see some places that our service would do well to expand in, we’re itching to get into these places and we’re in the early stage. I’m a big believer in the right timing, and I think if I had started a few months before, or after, I may not have had the success we’ve had so far.”
What is the best part of owning a mobile service rather than having a bricks and mortar operation? “Definitely the low over-heads. I run a lean business model and inject our profits into marketing and technology as opposed to costly rentals.”
Would you be tempted to open your own salon? “It’s crossed my mind a number of times, mainly because I have a design eye and would love to interior decorate the salon. There are some fabulously designed salons in the US that have inspired me.”
Who are your clients? “Our clients are made up of busy women who are working in the corporate world, run their own business and multi-tasking mums like myself. A number of our other clients book us from their hospital room or aged care facility, the convenient service is ideal for them. We also get lots of people who treat their friends or family members by buying gift vouchers for manicures/pedicures for them. We find that these are really popular for new mums, who love to be pampered and treated at home when they need it the most. It’s a really thoughtful, beautiful thing to do for people who need to feel pampered.”
What is the best business advice you have been given? “Just do it! Truly the best advice I’ve ever received – don’t waste time, put your concept out there and test it with real people before spending a lot of cash.”
Any downsides to setting up your own business? “Our nail technicians are mobile based so we don’t get to see them often. And in order to bring the team together, and make them feel like part of the community we hold regular training days where we run short sessions on topics that will up-skill the team. They love being able to get together with everyone and find out what their fellow nail techs have been up to.”
LESSONS I LEARNT WITH MY START UP MOBILE BUSINESS
1. I’m extremely detailed focussed and in order to offer a level of consistency I supplied each of our nail technicians with a nail kit which included the same polish brands, colours, nail care products, spa products and few key items that made up the brand. In order to grow the business, I’ve had to let go of this and allow nail technicians to use their preferred products, they all have a preference and to ensure they are all salon quality products we do a nail kit check as well as a trade test when hiring. Can you let us in on your 2. The value of the HR skills I gained over 15 years has really helped grow the expansion plans? process and assisted through the recruitment process, getting on board new nail “Our most popular offering is our 1-on-1 bookings technicians, coaching/training them on how to deliver great customer service at our client’s homes, offices, at hospitals or their and ensure they stay engaged. hotel suite, and we want to grow this even further. 3. Never underestimate the power of women coming together - I was blessed We’re also focusing on building the right technology, with an amazing team of 7 nail technicians who helped kick off the business so both sides of our market place receive the best just over two years ago. They worked hard to fill jobs, sometimes experience possible. We plan to scale the business when it wasn’t so convenient and all received 5 star reviews and across Australia as well and add other beauty services to all because they believed in me and the company. Now the mix, so stay tuned!” we have a team of over 50 nail technicians across Sydney and Melbourne and I know each of How do you go about marketing your business to stand out in such a saturated nail market? them personally. “Our offering is unique and one thing that helps us stand out from the rest is that we offer convenience. Our nail technicians go out to our client’s chosen location – saving our clients time, no more smudged nails and fume filled salons. We also place Any advice to other young beauty entrepreneurs? a huge importance on social media, where people can see our “The beauty industry is valued at over $5 billion so if you’re work, what we’ve been up to and follow our exciting journey.” thinking of launching a product or service, go for it, there are niche markets everywhere.”
THE BEAUTY INDUSTRY IS VALUED AT OVER $5 BILLION SO IF YOU’RE THINKING OF LAUNCHING A PRODUCT OR SERVICE, GO FOR IT, THERE ARE NICHE MARKETS EVERYWHERE.
Anything you wish you had known starting out? “I knew what I was getting myself into (a lot of haaaaard work!) but I didn’t realise we would gain momentum so early on in the piece. I quickly lost the ability to keep on top of things like my finances, admin etc. and realised that I couldn’t do things on my own.”
What are your nail trend predictions for 2018? “The nail industry has been changing drastically over the last 20 years with nail polish brands moving towards reducing the toxic ingredients in their formulas as well as choosing to be vegan and cruelty free. We support Faby Nail Lacquer which is cruelty free, and vegan. Nail trends are moving towards quick and efficient nail products such as the new CND Gel Polish which is formula that can be removed within 60 second unlike the 15-45 minutes it can take to remove gel polish currently. The Apres Gel X Nail Extension system is also a trend we’ve noticed this year. The enhancements last for up to three weeks and can be removed with a 15-minute soak.”
You can choose one nail polish – what is your go to colour? “Black – it goes with everything! I’m also a fan of nudes and red.” n
The Art of
NAILING IT Nail art is all about attention grabbing glimmering metallics and statement gold looks. Nail artist and salon owner Chelsea Bagan reveals the trends aheadâ€Ś
MAKE IT METALLIC “Metallics are trending right now, whether it’s a little feature addition to a gorgeous nude set or a full glam gold chrome look. Currently I’m loving a nude nail with a single gold stripe down the middle of the nail with a white outline. It’s simple and eye-catching and really makes that gold chrome pop. To achieve this gold chrome look I would usually go straight for the minx nail wraps, as the customer usually wants that perfect mirrored shine. If nail wraps are not your thing, then I would go for a gorgeous gold chrome pigment which can be burnished into a no wipe gel top coat. You can achieve that gorgeous chrome effect you are after with a slight subtle texture if you look very closely.”
THE GOOD OIL “It’s one thing to do gorgeous nails, but looking after the nails and the nail bed is a really important part of the process. With a lot of misinformation out there, it’s important to be able to educate your clients on proper nail care that they can do at home. For me that is all about cuticle oil. Rubbing oil into your nails and cuticles stimulates blood flow to the nail matrix, where the beginnings of nail growth occurs. Send your clients home with a care pack of cuticle oil, which will do them (and you as their nail tech) wonders.”
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Chelsea Bagan The founder of nail art business Trophy Wife and a 37k Instagram following shares her tips for nailing salon success.
How did you develop the idea for the Trophy Wife salon? “Trophy Wife began out of a hobby and a love of nails. I have an art background and always wanted crazy nails that no salon I could find in Melbourne at the time offered. I started doing my own nails and then for friends. I decided it was time to start my training and I haven’t looked back since.” What do you see as the biggest trends in nails this year? “We really saw a switch from crazy colours and patterns to more nude focused sets with accents of gold, finer detailing in white and black and single feature nails rather than full sets.”
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What do you love about the nail industry? “It allows you to be able to express yourself and your style through temporary art.”
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How important is nail art? “I definitely can see the importance of plain coloured nails, however I love that nail art can elevate a look and can become a talking point to an outfit.” How do salons remain ahead of the nail game in such a competitive market? “If you are able to be open minded to learning new techniques and trying new methods then you will learn great skills and find some new innovative products along the way. It’s important not to get set in your ways.” What is your go-to colour this season? “I currently love Presto Gel ‘Smoke Roses’ from the Miho Nails collection.” How has social media changed the nail art game? “Immensely. I still think that my business wouldn’t exist today if it wasn’t for Instagram. It has created a platform to be seen and show people what you have to offer. For me it created a great alternative to traditional advertising platforms, which as a new small business I could not afford. I think social media has made exciting innovations accessible for all.” Biggest tip on how to promote business on social media? “Don’t over edit your photos. Be real and relatable. Be creative. It’s always great to collaborate with influencers that your target audience love and engage with. I’m a big believer that if you are going to take inspiration from other artists, always tag them and credit their if you are going to take inspiration from other artists, always tag them and credit their designs.”
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If you could perform nail art on one celebrity client who would you choose? “Always Beyonce and always Kim Kardashian.” Biggest lesson you have learnt owning a salon? “Create a great team and offer lots of training and advice. Having a great team is your best asset.”
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What is the best way for salon owners to take advantage of downtime? “Use it as a time to learn and develop your skills and train your team.” Biggest career achievement? “Opening our shop front in Richmond was really exciting for me and in the beginning I really didn’t feel like that would ever be possible!”
the seasonal trends We headed to the inaugural Melbourne Nail Festival to find out the latest nail trends Anita Quade chats to event co-founder and international award winning nail artist/ educator Viv Simmonds about educating the industry. Congratulations on the launch of the inaugural Melbourne Nail Festival – how did this come about? “Many of us Professional Line Importers have been doing trade shows for many, many years and have found them to be extremely expensive and not meeting our needs to reach our target customers when we have trade shows/expo’s open to all areas of hair and beauty. After talking about this for many years Beautyworld’s Ray Daley and I decided to finally create our first event and initially adopted the concept of how Pia Williams put together the Perth Extravaganza. We wanted a mini expo that was open to just nail technicians and importers that sell to the professional industry so that we could have that quality time being able to answer questions, perform demonstrations and in general get to know our customers on a more personal level which is difficult if not impossible to do at major trade events.
Melbourne was a great success and the vibes were brilliant from both the professional nail technicians that came along as well as the participating importers. As a result we are now taking this event to other states with South Australia being our next event on October 28th and we are looking at dates for Queensland, NSW as well as Melbourne and South Australia again in 2019 and we also have Perth which is co-ordinated by Pia Williams.”
What was the reaction like from exhibitors? “Everyone had a great day and there was a feeling of unity around the room and with all the importers working together for the same goal so everyone walked away happy and on a great high after the day. It was low pressure, much lower cost and we had some great laughs. One of the things I noticed which was something that really stood out to me – was seeing everyone helping one another – set up and pack up and then we got together for a wind down dinner at the local pub after the event and shared some laughs and generally had a great time.”
What are your plans to expand the festival? “We are hoping to expand these events to four states in 2019 but still keep it as a Professional Trade Only event with approximately 15 suppliers to
keep it contained and more along the lines of ‘quality over quantity’.”
Tell us the top four trends you predict in nails in 2018 • There is a lean towards gel nails with natural nail care (gel mani’s) being the biggest trend in Europe • Watercolor painting has resurfaced with some gorgeous effects and designs posted on social media worldwide • Pigments and the smoke effect was taking the industry by storm not long ago • Line work, foiling has once again made a comeback and chroming is still a trend although it was hot in 2017.
What has been the top game changer in nails over the past year? “I would say the main game changer has been the lean towards cruelty free, vegan and low allergy products. I have seen and spoken to so many people not just in the nail industry who are changing brands to use something else that is cruelty free – not tested on animals and also vegan. The other game changer has been the introduction of Polygel. Every major line company is now releasing or working on formulas for a Polygel type of system.”
How can nail salons stay competitive in such a saturated industry? “By upskilling and keeping up with trends and staying true to their qualifications. I think too many worry about pricing wars with cheaper salons but instead should focus on educating their clients on quality – the quality of their experience and qualifications (a technician should upskill at least twice per year), the quality of their products – the technician should know the ingredients, where they are manufactured and if they are safe to use, the sanitation and hygiene aspect of the service they are providing. This along with cleaning implements and following safe working practices for themselves as well as their clients.”
Any other tips? “Technicians should present themselves as a professional by keeping with a strict hair, makeup, nails and dress code. Also keep a clean, hygienic and professional looking workspace/salon with clearly labelled clean products and their accomplishments in clear view (certificates framed and on display), promote themselves publicly on social media with beautiful pictures and professional posts, then there is no reason they cannot charge what they are worth as sooner or later clients will compare and see the difference. It may take a little longer to build a steady and strong clientele but if the technician maintains the above and works consistently towards building their business they will be successful.” n Vivian Simmonds is the owner of VIVid Nails www.vividnails.com.au
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Making the most of
DOWNTIME Lilliane Caron reveals now is the perfect time to reflect, recharge and refocus. WITH WAXING BEING the bread and butter for most beauty salons, and the majority of customers covered up during the colder months, winter is traditionally a slow season in the industry – use this valuable time to work on a business plan with these easy steps.
Reflect on the past year Winter is the perfect time to look back on the year past and evaluate what went well and what you would have done differently. How did your team perform this year? What reviews have you gotten and have you used that information to improve your salon? Reflection might lead to making tough decisions, but these are key for creating a better salon.
Recharge your team and energy Take your time thinking about what you want to improve, training your staff and evaluating your customer service. Possibly the most important way to make the most of downtime is by upskilling yourself and your staff. Your salon is only as good as the people that work there. To offer the best treatments to your customers, it’s vital that your staff ’s knowledge and skillset is up to date and they are confident in what they do. Reputable suppliers will often offer in-house
TIPS TO LIMIT YOUR DOWNTIME • Better staff: Skincare is essential, especially in winter. Your retail sales should reflect that. Make sure your staff have the right knowledge about the products you stock and that they are enthusiastic about it. That makes it easier for them to sell. Pairing a product with a treatment also works well, like a wax and an after wax treatment to take home. • Better treatment: Manicures and pedicures are vital during winter. Educate people about typical winter problems like cracked heels and brittle nails and how to avoid them and offer a paraffin treatment when people come in for a pedicure. • Better product: Focus on typical winter treatments like massages with a nice, warming oil. • Better growth: Expenses continue to rise, you have to pay well to get good staff, and you need good staff for a better salon. Now is the time to introduce a cancellation fee for people that cancel within 48 hours of their appointment. • Better marketing: Target your existing customers that haven’t been in for a while by sending them a text with a personalised offer. Let them bring a friend for free.
POSSIBLY THE MOST IMPORTANT WAY TO MAKE THE MOST OF DOWNTIME IS BY UPSKILLING YOURSELF AND YOUR STAFF.
training to inform your staff about the latest techniques and insights in the beauty industry and educate them in the proper use of the products they supply. Use downtime to educate yourself on what makes a good leader. There are many free resources to be found on the internet, such as TED talks on YouTube or free leadership courses via Coursera, or just use Google to find good articles on how to improve your leadership. To ensure that your staff trust you and follow your lead, you have to let them know that they are more important than the financial numbers or even the customer. Be willing to hear both sides of the story when you receive a complaint
Use better products You can also re-evaluate whether the products you are using are giving you the best results. For example, different types of wax have different qualities. You should choose your wax based on the area of the body you’re waxing, the type of hair your customer has and their skin type. Look for a wax that is not overly perfumed, doesn’t have too many colour additives and uses a high grade resin, so there is no unnecessary skin irritation.
Create a better experience Ambiance and atmosphere can now be created in the salon. Winter is the time for warmth and cosiness. Turn the heater up a little bit, light a scented candle and offer your customers a hot chocolate. Use electric blankets and make sure your hands are warmed before you start the treatment. Take your time to consult with your customers about their skin’s needs during the colder months. If you have time, you can go the extra mile and massage for a bit longer. All these seemingly small extras will add up to an amazing experience for your customers and will help maintain strong sales. Give your salon a facelift or a good winter clean-up. Make sure your staff take their annual leave, so that they’re well rested for summer. n Lilliane Caron is the founder and director of Caronlab Australia. Freecall 1800 245 412. www.caronlab.com.au
Australia Indigenous Project Jax Wax Australia will be donating a percentage of sales from their new flora inspired range to help support Indigenous youth in regional and remote areas of Australia.
TINA COPLAND, OWNER and Director of Jax Wax said, “We are proud of our ethics and the social practices conducted by our company. These beliefs in our corporate social responsibility, have motivated us to make a positive change in the lives and education of our indigenous communities. With our new range of floral inspired products having a story connecting their names to the product and giving information on how Australia’s indigenous people use them, it was logical for us to support such an under resourced and worthwhile cause”, Tina said. For Jax Wax Australia’s National Trainer Michele Hetherington who is Aboriginal, her heritage is very important. The stolen generation directly affected her family and moving forward is about the preservation and sharing of culture and seeking a better understanding for everyone. The Northern New South Wales town of Kempsey is a place haunted by the ghosts of its past. With strong family ties to the region Michele is aware that people of this town have seen more than their fair share of tragedy and division through the years. Sadly for many the past is not past, many indigenous families continue to struggle with a profound sense of loss and are still subjected to racial discrimination.
WE MAKE A LIVING BY WHAT WE GET, BUT WE MAKE A LIFE BY WHAT WE GIVE. – Winston Churchill. Jax Wax Australia decided that Kempsey would be a great place to begin their Indigenous Support Project, working with Alfred Drew (Alfie), an Aboriginal Languages teacher, artist and local football coach. They have started a programme to raise participation levels in sport and education with an aim to provide pathways to better life choices for Aboriginal and Torres Strait
Islander children within the community. Jax Wax’s view is that participation in sport in general, but particularly team sport encourages healthy living choices and importantly, promotes psychological well-being. Jax Wax has begun sponsorship with the Kempsey Dragons Junior Rugby League Club and are looking for help to support the senior part of the club, the Macleay Valley Mustangs. Michele has met with Tim Moorehead the President of the Mustangs about sourcing funding. Tim has put a lot of time and effort into a great mission statement and advertising strategies that also provide an opportunity for sponsors to promote their brand as a watermark and pop up on both live stream and weekly highlight packages. Macleay Valley Workplace Learning Centre has presented additional opportunities to engage with local youth. Principal, Mark Morrison, Kempsey’s 2016 Citizen of the year says: “the college invest in every individual young person who wishes to re-engage in their future and find a place to belong in our Great Valley and Australian Culture”. Many Rivers Family Violence Prevention and Legal Service will also be collaborating with Jax Wax Australia for NAIDOC (National Aborigines and Islanders Day Observance Committee) Week celebrations 8th - 15th July 2018 along with a program for young ATSI women. Jax Wax Australia would like to invite everyone in the beauty industry to join them in helping the Kempsey community, and on a broader scale support Indigenous youth in remote areas across Australia. n www.jaxwaxaustralia.com
INGRID Metal salon trolley
ASTRID Metal & ash timber look salon trolley
MOLLY Metal pedicure trolley
LUMA LED magnifying lamp with table clamp Pedestal also available
THE BIG BEAUTY TAKEOVER As large pharmacy chains continue to expand their beauty services Anita Quade looks at the impact it has had on salons and how you can stay ahead of the competition. WHEN NAPOLEON PERDIS recently announced his plans to expand his makeup empire into Priceline Pharmacies, it confirmed that pharmacies are taking over a giant share of what was traditionally a salon and department store beauty market. Napoleon’s 25-year old brand is available in 442 stockists including signature stores, 149 beauty salons as well as retail online and now will be stocked in Priceline outlets nationally. “Priceline has a reputation as a beauty playground and my range and new products fit perfectly with people who are looking for that exceptional beauty experience in hundreds of locations,” Napoleon said. He revealed the company’s move into pharmacies was unlikely to have a negative impact on its beauty salon partners, but said he believed other Australian cosmetic companies are now likely to follow his brand’s move into Priceline. The new strategy by the prestigious brand confirmed that gone are the days when customers opted for destination beauty shopping to satisfy their needs. Traditionally, it was a stop at department stores for buying a mix of high-end luxury cosmetics, spas and salons for specialised treatments including facials, skin consultations along with waxing and brow shaping and salon skincare. Pharmacies were the go-to for great priced beauty buys, while stocking up on health products. Not anymore, now the ever-evolving face of the beauty industry has seen large national pharmacy chains upping their game.
Along with Priceline other pharmacy giants including Chemist Warehouse and TerryWhite Chemmart are all extending their beauty offering to provide customers with everything from in-store beauty advice and online tutorials to special occasion make-up and brow shaping that has long been the domain of traditional salons. Priceline has been offering women the most up-to-date beauty buys at an affordable price point since it first opened in 1982 at Highpoint, Victoria. Now with more than 440 stores Australia wide the chain has expanded its beauty offering. The chain has more than 650 in-store beauty advisors to help customers choose the perfect look and shoppers can now opt for a makeover. The store’s online presence not only offers a choice of more than 13,000 products – customers have the convenience of booking a range of beauty services including skincare consultations, special occasion make-up application along with eyebrow shaping at the click of a button with a 10 percent discount off all cosmetics and skincare purchased on the day of an appointment. Recognising this shift in women’s cosmetic and beauty habits, Roy Morgan Research released a poll in May, 2017. It showed that during the six-month period from December 2016 – May 2017 that 840,000 Australian women made their last make-up purchase at a Priceline store, making it the country’s most popular pharmacy for cosmetics. While customers flock to Priceline in-store, it has also taken advantage of the digital era by launching an online Beauty School offering tutorials to help customers nail the latest beauty basics, step-by-step lessons on how to get the seasonal looks along with showcasing hair and makeup trends straight from the catwalk. Acknowledging this, Michele Levine, CEO Roy Morgan Research says pharmacies remain the most popular place for Aussie women to buy makeup with nearly one in every five making their last cosmetic purchase at a pharmacy. “Like all retailers, they’ve had to adapt to the digital age. Priceline’s Instagram feed is heavily cosmetics-focused, while their website has a dedicated Beauty School section containing step-by-step lessons,” she reveals. The Chemist Warehouse has also become a major player by extending their beauty offerings and services, launching The House of Wellness online,
CAROLINE NELSON – A BEAUTY INDUSTRY BUSINESS COACH REVEALS HOW SALONS CAN REMAIN SUCCESSFUL. With the introduction of extended beauty services by pharmacies, what strategies can salons introduce to compete? “As an industry and individual small business owners we need to acknowledge at any given time we will always be under attack from outside competitors. Currently it appears to be the large pharmacies chains who are mounting an offensive and the only way we will be able to meet this challenge is through innovation, strengthening client relationships, building strong skilled workforces, and adopting smart business practices. “ Do you think pharmacies offering beauty services are taking away from the traditional salon market share? “I personally believe the “traditional salon” is a dying breed. We’ve seen in recent years the nail bars, eyebrow bars, makeup bars, and massage centres opening in every shopping centre all taking market share from the “traditional salon”. Now we see the large pharmacies chains entering this very over crowded segment and additionally trying to take over advice and educating of skin care and makeup with online tutorials. It does take away some market share but therefore we need to embrace innovation and recognise what makes a professional aesthetician/therapist unique and the best person to advise and treat skin conditions. It amazes me so much training and study goes into learning about skin conditions and treatment and yet these skilled professionals do many more eyebrow waxes than skin treatments. Making a conscious decision to expand your advanced skin services will deliver much higher revenue than eyebrow shaping which to me is only classed as a “loss leader”. In other words, you will never get rich doing brows but you can use the time the client is on the couch to recommend other services.” What advice would you offer salons to stay ahead of the beauty game? “The only way to compete is to create your own playing field by specialising in the advanced skin solution areas of your business. It is the age of technology, 3D imaging skin analysis, and cosmeceuticals. These devices and products need highly skilled therapists and for this reason investing in continually upskilling staff will be critical to success. Knowing your own strengths in regards to business, marketing development and leadership will be vital.” Pharmacies are offering these services at a low-cost price point. How do salons remain competitive against budget beauty? “I don’t believe in trying to compete on price, because it’ll always be difficult to compete as a small business against a large company. I believe the professional skin centre should focus on delivering individual high level customer service, outstanding advanced treatment delivery and results. Business owners should focus on developing their high-profit margin services, make sure they know which services on the menu delivers the highest profit potential, and training their team to direct clients towards the service/s that not only deliver results but also the highest profit. Remember you can be run off your feet having masses of clients spending little, or fewer more committed loyal clients spending a lot … it’s up to you to make the right choice for your business.”
profiling the latest beauty trends, edits of top performing brands and tutorials. This, alongside The House of Wellness TV offering a weekly segment dedicated to help customers live and feel their best along with its instore magazine filled with the latest beauty trends and plenty of product inspiration. For the beauty savvy customer, this one stop approach has made it a convenient and affordable way to satisfy their needs. So just how has this new expansion by pharmacies affected the traditional salon and spa owners? The Paddington Beauty Room, Sole Director Anna Field admits in business there is always going to be potential threats to your company. “Consumers understand the old-adage that you get what you pay for. It concerns me that the therapist in these roles are most likely straight out of college/training and in these environments, they are less likely to have an experienced therapist around to guide and develop them,” she says. “The most effective way of competing is to ensure your staff and your business message communicates the salon’s point of difference,” Field says. TerryWhite Chemmart has also extended its services, launching the Beauty Room at TerryWhite Chemmart-Australind in Western Australia. Customers have the option of manicures and pedicures at a competitive price point ranging from $30-70, a Napoleon Perdis 30-minute makeover priced at $90 fully redeemable on products purchased on the day along with tanning services and waxing. This extensive approach can potentially mean loss of market share for traditional salon power players such as Ella Baché –an award-winning skincare brand, with over 150 salons across Australia and distribution through David Jones store nationally. Pippa Hallas, CEO Ella Baché says although chemist brands have expanded their beauty offering, salons still hold a point of difference in the industry. “Whilst we offer beauty services such as eyebrow shaping, our core business centres provide skincare solutions by educating and empowering women to achieve healthy and vibrant skin with expertly tailored solutions underpinned by the philosophy that “no two skins are alike”. Leading in industry standards and training, Ella Baché provides therapists with education via the Ella Baché College; a Registered Training Organisation (RTO) which offers the Graduate Certificates as well as Australia’s leading Diploma in Beauty. It’s this commitment to education and expertise that keeps clients coming back to our network.” n
TRUE BEAUTY Founder of True Solutions Mandy Gray shares her best business tips Tell us how you started out in the beauty industry? “I started with a bad skin condition and was searching for products that worked. My knowledge of skin and chemistry made me question what was on offer. Pharmaceutical products (cosmeceuticals) were my go to for noticeable results and I took them to the professional market with the launch of MD Formulations.”
What is one of the biggest lessons that you have learnt in business? “Education, ongoing is the key to keeping a position in the market. Knowledge is a currency to be shared and help growth for your customer’s business and yours. Update your training regularly.”
You have more than 25 years’ experience in the industry – what have you seen as the biggest game changer?
Best piece of professional advice you have been given?
“The game changers are simple - they are driven by consumer demand for noticeable changes in their skin. They look for known proven ingredients like AHAs, Vitamin A, antioxidants and peptides. They look for clinical proof with equipment.”
“Keep up to date with everything from product knowledge to computer systems and equipment capabilities. Keep educating yourself and your staff to stay in front.”
THE GAME CHANGERS ARE SIMPLE AND ARE DRIVEN BY CONSUMER DEMAND FOR NOTICEABLE CHANGES IN THEIR SKIN. - Mandy Gray How do you see the beauty landscape evolving in the next few years? “The beauty landscape is evolving into both inner health and wellness and immediate results facial treatments that incorporate peels, LED light therapy and super power boost masks. Inner and outer health and wellbeing for the skin is the future.”
Any tips on how companies can remain competitive? “Companies can remain competitive if they help businesses to be the best they can be. Training becomes vital and social media support also assists.”
What is one of the single best treatments for anti- ageing? “Without a doubt Omnilux LED both plumps and lifts my mood. Especially the Revive (red) light known as the ‘happy light’ because of the boost in serotonin that it gives.”
The one product you can’t live without? “Priori DNA fx221 Recovery Serum is my absolute must-have! The DNA Repair enzymes in this hyaluronic moisturiser rehydrate my skin and repair past ageing damage.”
What is your go-to beauty treatment pick me up? “A three step facial that includes a skin smoothing and hydrating peel followed by an intense masque. At the moment I’m using the HydroPeptide Polypeptide Collagel+ Mask, then an Omnilux or Lightfusion treatment to finish off.”
How can salons survive in the luxury skincare market in such a saturated environment? “Choosing the best equipment and products will stand a business apart and having the best caring, knowledgeable staff will carry through what all consumers want which is ultimately ‘glowing, healthy skin’.”
How do you choose which skincare brands to distribute in Australia? “I look for unique formulas rather than contract-manufactured ‘me too’ products. I always check for clinical tests as proof of results. I only buy from known formulators who have experience in their field. I then check with my network of physicians and scientists to confirm.”
Can you share with us any of your business expansion plans for the year ahead? “We are looking to work with small groups of clinics who want to grow and by adding our resources to their clinics we can support them to being the best they can be. We have built successful groups previously and we will definately do that again.”
Is there a business achievement you are most proud of? “Educating women in the beauty industry to offer ‘real results’ and build a sustainable long term business.”
What is the one thing you wished you had known when starting out in the industry? “That education isn’t a destination but a journey you need to commit to ongoing and forever. We never stop learning.”
Do you have a favourite go-to makeup look? “Glo Skin Beauty have fabulous mineral powder foundations loaded with antioxidants. These give a soft and flawless finish that leave skin even-toned. To this I add the Contour Kit to highlight, bronze and shape the face. Brow Collection is so easy to use with powders, tools and stencils that make doing brows a breeze. I then use the Precise Micro Eyeliner then a slick of Cream Glaze Crayon in Dahlia.”
Is there anyone in the industry you see as a mentor/leader in the game? “My go-to mentor is Tracy May-Harriott. Tracy is an International Educator and has many years of experience in the UK and across the globe. Tracy is an inspiration and we’re excited to have her coming to Australia in July.”
If you weren’t in the beauty game what would we find you doing? “I would be breeding parrots or I’d be in the garden.” n
The rise of the
With the influx of high-end salons opening their doors Juliet Docwra reveals her tips on how to keep your business in check. STAFF ARE BOTH the most essential asset and the greatest cause of stress for a salon owner, due to the high expectations when they walk through your door. It is easy to see profits walk out the door because of simple failures by your staff, or when staff move to another business and take their favourite clients with them. The management of staff and customer’s expectations within a deluxe salon environment is key to the continued success of the business. Hair and Beauty Australia (HABA) reveal their top recommendations on how to run a luxury business.
Forming strong relationships with your clients and your staff are key to maintaining the high level of professionalism required in a deluxe salon environment – while also controlling the profits that are coming in and out of the salon. As an owner you need to make sure that you are on the best of terms with key personnel, while also maintaining a professional distance. One of the major aims is to avoid turnover of staff that can often result in a skills shortage in your salon when they move on and long-term clients walking out the door if their favourite therapist is no longer available. By engaging with your team, encouraging them and helping them to grow within your salon environment, it encourages loyalty from staff, which in turn keeps them in your salon space and keeps them working their hardest for your business. Opportunities for on the job training, incentive schemes, attendance at conferences and workshops and even bonus treatments in spas are all ways to reward your best staff members and keep them working for you. You also want to continue to maintain a great relationship with your highest value customers
in your deluxe spa. Those customers that are coming in up to three times a month for treatments, or even more regularly, are those that you want to be on fantastic terms with. Even if they aren’t coming to you for treatments, know who they are and make sure to put in an extra effort to keep them feeling special. Implementing loyalty programs, offering member rewards and birthday gifts also remind them of why they come to your spa beyond the quality of your treatments. Again, this encourages loyalty from your clients and ensures that even if their favourite therapist moves on, they will continue to visit your salon for the services and bonuses they receive.
COMMUNICATION IS KEY
When communicating with your clients focus on areas such as instore signage, social media platforms like Instagram and Facebook and email marketing to engage your customers. What you are sharing with your customers should be of interest to them and engaging and delivered regularly – not a sporadic once off. The same is true for communication with your team. Staff meetings are key to ensuring that all staff members are aware of what is expected of them, what they are doing well and what they aren’t doing so well. Establishing a weekly team meeting and even a weekly management meeting are a great way to ensure that your team stays engaged with your business and continues to operate at the peak level required of a deluxe salon. Involve your team in the day to day function of the salon, including positive and constructive feedback on services and customers. Use this as a chance to air any grievances or complaints and to conduct informal training on areas like retail sales and customer service to ensure that a high standard of service is met at all times by all staff members. For your management team, a weekly meeting is a great opportunity for them to provide you with feedback on the team, ensuring that all staff are working to the same standard and are on the same page in their dealings with your customers. Management level staff can be used to assist in creating promotions and marketing ideas, as well as new initiatives and content for social media. Communicate to staff clearly and make sure that they understand what is expected of them and ways they can go about reaching that expectation. n Juliet Docwra is the Junior Industrial Relations Advisor at Haba. www.askhaba.com.au
empower | ɪmˈpaʊə, ɛmˈpaʊə | verb make (someone) stronger and more confident, especially in controlling their life and claiming their rights
With its new native flora inspired products and their connection to Australia’s Aboriginal people Jax Wax Australia is proud to empower the people of Kempsey At Jax Wax Australia the quality of their products is paramount. But where would a forward thinking company be, without strong ethics and practices that support social responsibility?
Jax Wax Australia’s products are Vegan Friendly, Not Tested on Animals and are FREE from Palm Oil, Parabens and Polymers and the company is involved with an Indigenous Support Project
For more information call 03 5943 2422 or visit
R E W O P E TH OF WORD
OF MO UTH Want to know the simplest way to boost your business? Tracy Hall reveals how WORD OF MOUTH is the primary influencer for three quarters of consumer purchases, according to a Deloitte media consumer survey. The majority of respondents ranked reviews from people within their social media circles in their top three influences for buying decisions, and digital word of mouth from friends and family is becoming ever-more prominent. For many beauty related salons, marketing can seem like no easy feat, especially if you don’t have a dedicated administration or marketing team member. But what many salon owners don’t realise is that there are plenty of cost-effective and time-efficient strategies to help encourage organic marketing through digital word of mouth. Salons rely on their local communities to thrive, so to help generate word of mouth for your beauty business, we’ve put together some tips to help engage your client base and get them spreading the word to their local friends and family.
Connect with your clients on social media The buzz: Social media can be a powerful way to instigate conversation about your business. It can help you keep your current clients engaged with your salon, and gives you the opportunity to reach new clients. Platforms like Facebook and Instagram can allow you to build a relationship with your customers, and keep the conversation open with them between appointments. How to: Encourage your clients to engage in likes, comments and most importantly for word of mouth, shares, ensure the content you post is attention-grabbing. Posting regular client transformation stories, before and after styling photos and
TRACY’S TIPS TO HELP OPTIMISE YOUR SALON’S WEBSITE • Make sure your location, contact details, opening hours, services and price list is clearly labelled and easy to find • Consider SEO strategies, to make sure your site comes up in the first page of search engine results when people are looking for you • If your website hasn’t been updated recently, consider giving it a facelift with professional copy, content and formatting, to entice new clients • Add an ‘online appointments’ feature so clients can save time and book in straight from the website.
special offers can help to remind your clients why they trust your services, and might prompt new clients to book their next appointment. They may even tag their friends and family in services that are on sale or outstanding transformations. Consider this: To further encourage social engagement, you might want to consider offering clients an incentive for sharing their experience with your business with their personal social networks. For instance, if you’re a makeup artist, you could offer 20% discount for clients who post a photo of their makeup
SOCIAL MEDIA CAN BE A POWERFUL WAY TO INSTIGATE CONVERSATION ABOUT YOUR BUSINESS. look to Instagram and tag your business. If you’re a laser and skin clinic, you could run a ‘buy one treatment get one free’ promotion for clients who tag three friends in the post. Social media conversations sparked by encouraging clients to engage their personal networks can be a great way to help increase word of mouth.
Give a great impression with a professional website
The buzz: Once a potential client has heard of your salon through recommendation and word of mouth, there is a strong chance they will jump online to check you out. A polished and professional website, showcasing your specialised beauty services, with consistent branding across digital channels, is crucial, because it can enhance the great feedback they’ve already heard about your services. Make sure your website domain name is directly relevant to your business, and consider aligning your social media handles to your domain name. How to: To make it easier for customers to find you when they type you into a search engine, consider employing SEO strategies, like including keywords on your website. Keywords are words that describe your business, that clients would type into a search engine to find you. For instance, eyebrow threading Bondi, or microdermabrasion facial Newtown. The more specific you can be the better, to show higher in search results. Consider
also adding a map to your website, so people can find you by location. If you already have a website, yet haven’t updated it recently, it might be time for a revamp. With a choice of online website builder tools, you can give your site the refresh it needs in under an hour. You will want to make sure your website is optimised for mobile devices, as many people will view your website on their mobile device first. When creating or refreshing your website, it may be good to consider adding an online appointments feature, so prospective clients visiting your website can easily book an appointment online, without having to go out of their way to make a call. Online website builders like GoDaddy Website Builder have an Online Appointment Scheduling feature which can make scheduling appointments easier for both you and your customer. Your website should also include contact details, operating hours, a list of services you offer, and you may want to consider including pricing, so clients can find the information they’re looking for. Make sure this information is easy to locate on the site, under clear headings. Consider this: You can also use your website to showcase the best of your salon and beauty services. You may choose to integrate social media content on the site, notable client testimonials, photos, and your latest offers, to encourage website visitors to make a booking.
TRACY’S TOP TIPS TO HELP ENCOURAGE WORD OF MOUTH • Use social media platforms like Facebook and Instagram to post news about special offers and client transformations • Consider giving an incentive to clients who refer their friends • Partner up with a local business • Give a great impression with a professional-looking website
Team up with complementary local businesses
The buzz: Partnering with complementary local businesses that share similar brand values can be a great way to naturally build your customer base, and simultaneously get more involved in the community around you. For instance, if you’re a skin clinic and you encourage your clients to lead a holistic, healthy lifestyle, a good fit may be a local gym or pilates studio. If you’re a nail and brow salon, you could partner with a neighbouring cafe or coffee shop where your clients may visit before or after their appointment. How to: A partnership could look like anything from visibility on each of your websites, tags in social media posts or inclusion in PR or advertising efforts. If you run an active blog on either of your respective websites, you could collaborate on blog posts relevant to your communities, and share the blog posts across your social media accounts. You could even team up to offer promotions across the two businesses. For example, 20% off a full set of acrylic nails for new customers when they buy five coffees at the local cafe across the road, and a free coffee with every treatment total over $100. Offering an incentive to customers of another business in the local area may help to win new clients for your business. Consider this: Partnerships can be a great way to help boost the reputation of both businesses involved, and get people talking organically. Not only can your salon be positioned right in front of their already engaged customers and vice versa, but you may build strong connections with like-minded small business owners in the community. Increasing word of mouth for your salon doesn’t have to be a stressful process. If you think strategically about the channels that are right for you, and put some simple marketing elements into place, you can be on the right on track to thrive through word of mouth in no time. n
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An exciting Beauty Therapy career awaits you when you train at Box Hill Institute. Choose from flexible course specialisations in Spa & Wellness or Permanent Hair Removal & Cosmeceuticals COURSES IN / (SHB50115) Diploma of Beauty Therapy (Spa Therapies & Wellness Stream) / (SHB50115) Diploma of Beauty Therapy (Permanent Hair Removal & Cosmeceuticals Stream)
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Tracy Hall is the Marketing Director of GoDaddy Australia and New Zealand. GoDaddy is the world’s largest technology provider dedicated to small businesses. Visit www.godaddy.com.au RTO 4687 CRICOS 02411J
WHEN MINORS DEMAND “MINOR”
It’s a modern day dilemma facing beauty salons globally. What happens when they demand procedures? Legal expert Michelle Blewitt invesigates AS YOUNG PEOPLE are often concerned about their appearance, the market for providing cosmetic and beauty related services to minors is ripe for the picking. However, there are particular personality traits that tend to be more prevalent in minors, that should be considered when administering treatments. For example, clients under 18 are in a state of heightened hormonal change, and may be more vulnerable to suffering from body image issues. Young people are also still forging their individual identities, and may be more prone to experimenting with their image, and taking risks without full consideration of the consequences. While the teenage market certainly presents ample opportunity for the beauty industry, it is important that each clinic considers its approach to servicing this market and implementing a workplace policy that takes into account regulatory restrictions.
YOUNG PEOPLE ARE ALSO STILL FORGING THEIR INDIVIDUAL IDENTITIES, AND MAY BE MORE PRONE TO EXPERIMENTING WITH THEIR IMAGE, AND TAKING RISKS WITHOUT FULL CONSIDERATION OF THE CONSEQUENCES. The Medical Board of Australia has developed guidelines that came into effect on 1 October 2016. These guidelines apply to registered medical practitioners performing “minor” (nonsurgical) cosmetic procedures. Such procedures include nonsurgical cosmetic varicose vein treatments, laser skin treatments, use of CO2 lasers to cut the skin, mole removal for the purposes of appearance, laser hair removal, dermabrasion, chemical peels, injections, microslerotherapy and hair replacement therapy. The guidelines suggest a seven-day cooling off period between the person under the age of 18 giving informed consent and the performance of the “minor” procedure. There must also be an evaluation by a general practitioner, psychologist or psychiatrist if there are indications that the patient has significant underlying psychological problems that may make them an unsuitable candidate for the procedure. Belkyra, botulinum toxin type A (a.k.a “Botox”) and fillers are considered schedule 4 drugs by the Medical Board of Australia, and the guidelines stipulate that a doctor must conduct at least a video consultation via skype or FaceTime, if not an in-person
MATTERS TO CONSIDER FOR CLIENTS UNDER 18 YEARS OF AGE • While not legally required, will your clinic as a matter of policy insist on parental approval, or parental involvement in the consultation and treatment process? • Will your clinic enforce any aesthetic guidelines? • Will your clinic enforce any restrictions on the aggressiveness of treatments? • Will you require staff to document the goals and expectations of the minor? • Will you require staff to document whether they have explained what the minor can realistically achieve through treatment? consultation, before prescribing the treatment. This restriction is also imposed by State and Territory drug and poisons (or equivalent) legislation. Importantly, even a registered nurse must only administer injectables under the supervision of a medical practitioner. Suitably trained registered nurses can administer schedule 4 medicines for cosmetic purposes after the doctor has consulted the patient and formulated a written treatment plan, which includes stating which medications are to be used and the maximum number of procedures and doses of medications to be administered. A medical practitioner is not permitted to on-sell schedule 4 medications to nurses, for them to then administer them to patients. The NSW Civil and Administrative Tribunal has the power to impose disciplinary action, including the suspension of the nurse’s licence for administering injectable if they operate without the supervision of a medical practitioner. It therefore goes without saying that it would be inappropriate to pressure staff to perform procedures that would jeopardise their professional standing and reputation, even if there may be a short-term commercial benefit. Your clinic would also run the risk of falling into legal hot water if unqualified and/ or unsupervised personnel performed these treatments. n Michelle Blewett Employment Lawyer, Workforce Guardian Call 1300 659 563 or visit www.workforceguardian.com.au
HOW I GOT HERE: VASILIKI PETROU Executive Vice President and Group CEO of Unilever Prestige
WITH A PASSION for beauty and more than 25 years experience in the industry, Vasiliki oversees some of the world’s most prestigious brands including Dermalogica, Murad, REN and Hourglass Cosmetics. ANITA QUADE chats to the CEO during a whirlwind visit to Sydney about career lessons, beauty trends and the challenges facing salons.
Tell us how you got into the beauty industry… “I was born a beauty junkie – it is an inner passion. When I visit our head office in the States and see the scientists who create our brands I am humbled by what is possible and what technology we have as part of Unilever Prestige.”
I BELIEVE YOU NEED TO GO OUT THERE AND EXPERIMENT, BREAK RULES AND REINVENT THE WORLD, DON’T FOLLOW – INNOVATE. What are the challenges of your job? “I’m excited by the possibilities of my role. I am a natural born optimist so while it’s true to say that it is always difficult going to battle, I don’t feel that. My husband says it’s tough because he never sees me but that keeps my marriage intact (laughs). I thrive on creating new business models and what I love is creating organisations that are unique – we live in a moment in time where anything is possible. In my role I love authentic brands and I am happy to nurture these.”
Share with us your best piece of business advice… “Always take risks, be bold, be uncomfortable and push yourself – it’s the only way you can grow. If everything is comfortable then it’s boring and uninteresting.”
Tell us about the major challenges facing beauty brands today? “The market has been disrupted, particularly in e-commerce which is now giving a window to smaller brands that were never previously heard of. You can go to a manufacturer, create product and launch it in the digital space. Influencers are creating their own brands and launching online.”
Is there a brand that stands out to you as a beauty leader? “There is nothing like Dermalogica when it comes to expertise and education – the brand founder Jane Wurwand has always said first and foremost we are an educational company and secondly we do product. Every time I attend a class, even if I have been in the industry for 25 years, I learn something I didn’t know. What I love about Dermalogica is that we are not hiring people from agencies to talk about our brand – they are highly trained, licensed skin care therapists and I truly believe the future is about that expertise.”
The market has been disrupted by influencers – what do you see as the next trend? “I think it’s a return to people with expertise. I predict that expertise will be more of a theme in years to come and people with true credentials.”
How do you stay ahead of the ever changing beauty industry trends? “We have a lot of people inhouse tracking what they think will be the next biggest wave in beauty and as a company we want to ride them first and make them happen ahead of the industry. I’m a big believer in identifying waves early.”
Tell us how you identify the next big thing… “It’s tough and requires a lot of skill – we look at a lot of indicators such as health care, popular culture, bio technology and also some industries that are totally unrelated. We have quite a few members in our team that have been doing that for many years and I am proud to say that we get it right.”
You work with some of the world’s best known beauty brands including Dermalogica, Kate Somerville, Hourglass and Living Proof – how do you choose these brands for your stable? “It links back to the waves and where we see the biggest emerging spaces. I am proud that our portfolio is diverse with brands like REN – it’s clean skincare. If you look at retailers like Mecca or Sephora, they have declared that clean skincare is one of the biggest waves. What I love about our brands is that they have been thought leaders. We have chosen a very differentiated portfolio on purpose and every brand is very unique and authentic. Authenticity is the key – you need to have a founder with a vision and a leader who wants to make a positive change to the industry.”
How often does Unilever acquire new brands? “We don’t have a specific dictated rhythm – in the beginning we would scout a list of 500 brands only to select six of these – and we are very picky because for us we look at authenticity, superior products and technology.”
In the market what do you think is one of the biggest beauty game changers? “Social media has been a game changer and it makes you think about how our communication needs to be reinvented.”
With access to so many beauty must-haves what are the proudcts that you would never leave home without? “The Dermalogica Daily Microfoliant. The formula is revolutionary and helps reveal luminous skin. My other wonderful find is the Hourglass Vanish Seamless Finish Foundation – it’s revolutionised my life. It’s a stick foundation that you blend with a brush. I am quite clumsy but now I can finally look put together.”
QUICK TIPS ON HOW TO BOOST YOUR BUSINESS • You need to win in services because the more that people’s work is becoming a digital platform then people will strive for a human connection • Ecommerce is going to grow because people want to shop in a convenient way. Find out what you want to specialise in and consider how you can tackle this growing market • Be seen and heard as a salon and a brand. This means that you need to be on social media. Companies need to be active and drive customers to their salon through special deals and exposure – just watching this wave is not going to help, I would encourage business to be a part of it.
VASILIKI’S TOP BEAUTY TREND PREDICTIONS FOR 2018 • Personalisation is a big one but it’s very difficult to execute as well. Brands and salons need to look at skin solutions that are bespoke to clients. • The Microbiome is a huge wave – it’s about the good bacteria, so far beauty has always been about products penetrating the skin but the breakthrough here is all about the outside of the skin versus the inside of the skin and how you balance the equilibrium system of good bacteria versus bad bacteria. They say that the gut is the new brain. • EpiGenetics and looking at how DNA changes because of the way we live, pollution, socialisation, habits, sun and radiation. It’s important to look at the DNA we inherited and then the DNA because of our lifestyle, it’s a huge wave in terms of how to you help clients adapt their skincare to suit their lifestyle.
ALWAYS TAKE RISKS, BE BOLD, BE UNCOMFORTABLE AND PUSH YOURSELF – IT’S THE ONLY WAY YOU CAN GROW. What motto do you live by? “Be uncomfortable in life and when it comes to business – always act one level up and take responsibility. I always say to my team “just do it, don’t ask me.” Ask for forgiveness versus permission. I believe you need to go out there and experiment, break rules and reinvent the world, don’t follow – innovate.”
With such a high pressured role, tell us your favourite pampering treatment. “Definitely facials because they rebirth me. For a rejuvenation and getaway I love Ananda Spa in the Himalayas. I truly believe that the power of the mind is so important to help you to reconnect with your inner core. The mind makes reality – it’s all about connection.”
What do you love most about the beauty industry? “I love its creativity, innovation and that fact that it makes an impact on people’s lives.”
If you weren’t in the beauty space what would we find you doing? “I’d be in India – at a yoga retreat.” n
MATTERS When it comes to business, reputation is one of your most valuable assets. Michael Gottlieb investigates how to build and protect your name.
THERE ARE MANY aspects involved in building a good reputation - quality customer service, good management, public image, and last, but not least, your level of skill in the work you do. When your customers have a positive experience at your salon, you are more likely to receive good customer reviews and positive word-of-mouthmarketing, some of which are the most effective (and free) ways to market your salon and drive more business your way. However, just as there are many ways to build your reputation, there are also many ways your reputation can take a blow. According to global law firm, Norton Rose Fulbright’s Reputational Risk Australia – 2017 Survey report, reputational risk is emerging as a significant and complex threat to businesses across Australia. As Warren Buffett famously said, “it takes 20 years to build a reputation and only five minutes to ruin it”, so taking steps to manage and protect your salon’s reputation makes good business sense.
Service and advice failures Service failures don’t just stop at customers being poorly treated. Of course, if your employees are rude to your clients or are unwilling to provide solutions to meet their needs, you will ultimately lose them, along with the potential referrals made to family and friends. However, there’s a whole lot more to service and advice failures beyond just an unfavourable experience had by some. As a beauty therapist you are in a unique position of trust. The service and advice you provide comes with an expectation of a high level of professionalism and specialist knowledge, and if
something goes wrong you could be held liable. Claims due to negligence can and do occur within the beauty industry, arising from burns and skin damage due to laser and hair removal treatments, advising incorrect beauty treatments or products, allergic reactions, and eye injuries sustained during eyelash tinting procedures. However, the risk of an incident occurring isn’t always determined by your skill or level of professionalism. Accidents can and do happen to the best of us and can end up costing thousands or even hundreds of thousands of dollars to defend. Just as importantly, they can cost you your reputation. Having Professional Indemnity (PI) insurance in place can protect your assets, the contents of your wallet, and your reputation. Regardless of the merit of a claim, a good PI policy will cover your legal defence costs, compensation awarded to your client and the costs of hiring a PR professional to help mitigate reputational disasters.
Maintaining a good rapport with your clients isn’t the only way to guarantee your salon’s reputation. Ensuring your employees are happy and that your salon is free from misbehaviour will go a long way to building your reputation with the public. The more satisfied your employees are, the more likely they will feel positively about their jobs and will in turn provide a better client experience, as well as becoming advocates of your business. On the other hand, however, unsatisfied employees or ex-employees, particularly those who believe they have been subjected to discrimination, harassment or unfair dismissal, can easily tarnish your salon’s reputation via a host of platforms, including workplace review sites such as Glassdoor and Seek, LinkedIn, Facebook and Twitter. Worse still, should they make a claim against you, it may end up costing you your business. Whether you are found liable or not, the costs of defending such claims can be more than enough to break the bank. And as the director or manager of a salon, not only are your business finances at stake, your personal finances are too. Should you find yourself navigating the uncharted waters of a Fair Work claim, no doubt you will be hoping that somewhere amongst your pile of paperwork is an Employment Practices Liability policy. It will go a long way in covering your legal defence costs, claims investigation costs, and some civil
fines and penalties if you are found to have breached the Fair Work Act in any way. Better still, it offers a Public Relations component which will assist with protecting your salon’s reputation which is particularly handy if the media get a hold of the news.
JUST AS THERE ARE MANY WAYS TO BUILD YOUR REPUTATION, THERE ARE ALSO MANY WAYS YOUR REPUTATION CAN TAKE A BLOW
There’s no denying that we rely on technology now more than ever, which has led to data breaches becoming commonplace as hackers find new and more sophisticated ways to gain access to financial data, customer and supplier information. And because SME’s hold far more valuable data than an individual and lack the resources to invest in the types of security measures that large organisations do, they are a prime target accounting for 60% of all Australian cyber attacks, with viruses and malware said to be the number one exposure (DUAL Australia, 2018). Particularly if you store personal information about your customers, such as addresses, phone numbers, email addresses and credit card details. Since the recent data breach notification laws have come into effect, it is now mandatory for Australian businesses with an annual turnover in excess of $3 million, as well as those covered by the Privacy Act, to notify the Office of the Australian Information Commissioner and their customers within 30 days should they suspect or experience a serious data breach (www.oaic.gov.au). And research conducted by international law firm, Clyde & Co, estimates that the average cost of managing and rectifying a breach is $140 per compromised record – a record being defined as each piece of information. Putting protection methods in place doesn’t need to be a time consuming or complex process. Installing security software on all devices, keeping up to date with the latest software updates, using strong passwords and limiting who has access to your system, as well as knowing how to detect suspicious emails and attachments will go a long way in helping to prevent a cyber breach, yet are not entirely fail proof. Cyber Liability insurance can offer an additional safety net by providing cover for the costs incurred to respond to a breach, including IT forensic costs, investigation and defence costs, fines and penalties from breaching the Privacy Act, compensation awarded to your customers, credit monitoring costs, extortion costs, and loss of profits resulting from interruption to your business as a result of a breach. In addition, it provides cover for the costs of receiving advice and support from a public relations team to protect and mitigate any damage to your reputation. Thanks to the rise in social media and the fast-moving nature of our digital age, the speed at which news travels, particularly of scandalous nature, has become a PR nightmare for many businesses both small and large. At the end of the day, reputation does matter. n Note: the insurance policies discussed provide public relations expenses following a reputational incident, but do not provide cover for consequential costs following an event. It is important you read the product disclosure documents of any insurance policy as conditions apply. Michael Gottlieb is the founder and managing director of BizCover, Australia’s No.1 Business Insurance Service. He is an experienced entrepreneur in the insurance industry having founded a number of insurance businesses since 2001, and is featured on Insurance Business Magazine’s 2017 Hot List. Contact www.bizcover.com.au BizCover™ Pty Ltd is a corporate authorised representative of Mega Capital Pty Ltd. This is general advice only. Narelle Cole @ Biz Cover
THE FUTURE OF
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FAST TRACK WITH
Debbie Dickson Founder of Regul8™ and Head of Education at DMK Australia and New Zealand. Tell us how you originally started your wellness career? “I originally got into the beauty industry to help treat my own acne and skin condition that motivated me to learn and research as much as I could. I studied Chinese medicine and acupuncture, nutritional medicine and completed various courses in metabolic disorders, herb and drug interaction, the gut-skin axis. I’ve worked, lectured and trained in skin revision (with DMK) for 20 years now and I discovered very early on, that skin problems have a strong correlation to digestive imbalances and stress that cause imbalances and disharmony within the body.”
What is the correlation between the gut and skin conditions? “The most severe or long-term symptoms I observed, for example, acne or rosacea, often have complex or multiple contributing factors. Research told me that a lot of skin conditions can be expressions of inflammation in the body, and often poor gut function.”
We have seen the rise of salons offering wellness supplements and probiotics as part of their business. Tell us about this trend? “Over the past few years, the topic of digestive health has gone mainstream, with both consumers and therapists being more aware of its important function and power. It’s an exciting step in the right direction, as digestive health really is incredibly important for overall health and wellbeing.”
What have you learnt about gut health during your studies? “Hippocrates said it best over 2,000 years ago that good health begins in the gut. Healthy gut flora optimises our digestive system providing a variety of functions including; nutrient absorption and assimilation of vitamins and minerals, hormonal signalling and breaking down and rebuilding hormones, helping to prevent colds, flus, yeast infections and decreasing inflammation.”
How can skincare clinics incorporate this into their offerings? “The skin is a mirror for what’s happening within, so it makes sense that clinics would need to consult and understand their clients’ overall health and lifestyle choices if they want to address the cause of the skin problem and deliver long-term and maintainable results.”
What should salons be looking for when stocking wellness supplements? “There are a growing number of dietary supplements in the market, but not all formulas and ingredients are equal. The most effective supplements include readily bio-available ingredients (not synthetic), quality formulations in the appropriate dosages.”
Tell us how you developed your range? “It took six years of research and development, working with specialist formulation and manufacturing expertise in Australia. I worked to source the best quality ingredients possible, and then to develop the right dosages in the formulations that would work to complement each other. I wanted it to be convenient yet effective. One fundamental issue for us to consider in the formulation was that most probiotics don’t survive past the transit through our stomach acid, so we secured a patented micro-encapsulation technology to ensure maximum delivery of the probiotics to the target area, the lower intestine area. And that took some time!”
How significant is the link between gut health and glowing beauty? “If you have a skin problem, you have a gut problem, the digestive system is the core of overall health and wellbeing with the gut, skin-brain axis being at its core. From linking parts of our nervous system right through to the connection of emotional, cognitive, and intestinal functions, the gut brain axis, and within that the health of microbiota can have direct impact on your body, your skin and your mood; with many believing that gut health and its restoration being one of the most important goals of the 21st Century.”
How can salons integrate this trend into their own business? “If the beauty industry is to remain relevant and innovative, and meet client demands, it’s imperative that they invest in education to better understand the importance of inner health and wellbeing. As clients are becoming more educated about holistic health it’s important that the industry stay informed and up to date, and be prepared to extend their services and advice for clients to takeaway and use at home. Invest in education for your therapists.” n www.dmkskin.com
SALON LABEL SUCCEED In a world with ever-increasing competition, putting another product out there sounds crazy. But when you’re launching your private label, you’re not just producing a product - you’re giving your clients the solution to their needs. By Isabel Sleiman THINK BACK TO when you first launched your business. Remember sorting through retail and salon ranges, trying to find the lines that spoke to your personal philosophy, fit your budget and delivered results? Private label products can become a tempting solution. Instead of trying to find things to fit your unique niche, you can tailor your own products that hit that sweet spot between price, philosophy and performance. Just like any business investment, starting a new line comes with some risks, but you can avoid those risks by thinking about a few things before diving in.
DON’T BE AFRAID TO BUY PREMADE FORMULAS Buying off-the-shelf formulas can feel as though you’re offering someone else’s products as your own. As the brand owner, your job is to offer products that meet your clients’ needs. It doesn’t matter if your brand is produced through private label or customised formulas – the most important thing is that your brand brings something to enhance your clients’ lifestyles. Just like choosing the right equipment and retail ranges, choosing a private label is an investment in itself. Selecting the right private label products needs your time, research and effort. Don’t be afraid to shop around and keep looking until you find the
right fit. A good manufacturer will guide you through all the options, but only you know what speaks to you. And like any good product – you’ll know it when you see it. Once you’ve put in the hours to choose the best product to represent your knowledge, that private label product is your own: your personal solution to your expert understanding of your clients’ needs.
DON’T DEFINE YOUR BRAND THROUGH PRICE From a business standpoint, charging low prices should get the money flowing in. But your clients are looking for an experience, not a great business deal. Before you start your private label line, ask yourself: why should someone buy from me? If the answer is price, it’s time to dig a little deeper. Consumers will always be able to find a cheaper product elsewhere, but they won’t necessarily find a better product. Finding the right price is a balancing act, but an important part of branding your line. If you come in at $5 while retail ranges come in at $20, your clients may judge your brand as low-quality. There’s nothing wrong with meeting the competition if your product is just as good (and it is, since you selected it!). Instead, differentiate your brand by curating a selection of products that you know work for your clients. Think about bundling combinations or tweaking products to put your salon’s signature on the range.
DON’T IGNORE YOUR CLIENTS Your client is at the centre of your business, so why not make them part of your process? You can’t bring a client with you to each consultation, but you can ask them about what they want in a product. Let people know that you’re looking into launching a product range, and let the suggestions come to you. Clients will be more invested in your brand if they feel that they have made a contribution. And what better way to reward a loyal, particularly VIP client with a gift-size product that they suggested?
If you can’t find the private label products that fulfil your clients’ requests, you don’t have to go straight to the lab to start from scratch. Private label manufacturers are well-versed in adding that little something to their base formulas to bring your brand to life. Your personal selection of product fragrances, colours, textures – or even ingredient additions – are all small things that add up to one great brand experience for your client.
DON’T CUT COSTS WITH YOUR MANUFACTURER Do your research before choosing a cosmetics manufacturer. Think of your relationship with your cosmetics manufacturer as a partnership — they’re not just your supplier, but your business partners. A trusted, professional and experienced manufacturer will be able to guide you through labelling laws, liabilities and regulations. Make sure your chosen manufacturer operates to the highest possible standards and is credited with Good Manufacturing Practices (GMP) and Quality Management Systems (ISO 9001:2015). This means that the manufacturer has practices in place for preventing and detecting cross-contamination issues, maintaining equipment calibration and investigating issues brought up by customers. Credited manufacturers may be more expensive, but cutting costs by going with a less experienced manufacturer will only bring headaches (and more costs) later on! For more creative control over your product, look for a manufacturer with its own facility and research and development team. In-house R&D means that the manufacturer does more than produce products – they have a whole team dedicated to keeping up to date with the latest research. You’ll be able to combine your knowledge with experts who can let you know about the most innovative formulas and ground-breaking ingredients.
DON’T GO ALL OUT… YET It’s tempting to go straight out of the gate with every dream product, but starting out with a few core items makes it easier to stay within budget. Start with a ‘hero’ product: the one product that defines your salon and its unique offerings. A hero product will be your signature offering and your private label’s biggest profit generator. This will be your dream serum, sunscreen or haircare product come to life. Surround your hero product with 2-3 supporting products. Clients who love your hero product will also consider buying other products from the same line, especially when they’re formulated to work together. Cleansers and moisturisers easily support serums and sunscreens, while shampoos and conditioners are perfect partners to hair masks or styling products. When you’ve established a core group of products, you’ll be in a good position to expand your range. And this time, you’ll have the experience, the people and the products behind you. Isabel Sleiman is a fully qualified cosmetic chemist who joined Trulux in 2015. www.trulux.com.au
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CLUB Deluxe With a new spa menu, the Park Club Health & Day Spa is the ultimate Melbourne relaxation experience, writes Michelle Ruzzene.
START EXPLORING THE leafy, Paris-end of Melbourne city and you’ll stumble across a grand hotel at the end of a gorgeous tree-lined entrance. Get closer and you’ll see it’s the Park Hyatt Melbourne, a five-star hotel that boasts views overlooking St. Patrick’s Cathedral, Fitzroy Gardens, and the cosmopolitan mix of Victorian and modern architecture. Housed within its classic walls is an equally impressive five-star spa, which sits within the very heart of the hotel. The Park Club Health & Day Spa features an indoor infinity pool built right over the lobby’s silver-leaf encrusted dome, with a spectacular heritage mosaic of two water nymphs by artist Rob Di Virgilli on the walls. The pool is just one element of the ‘wet’ area which includes a jacuzzi, sauna and steam room. Alongside the wet area and the boutique gym is the seven-room day spa, which includes a double room for couples or friends to enjoy treatments together. The spa has been in operation almost 20 years – it welcomed its first client in 1999 when the Park Hyatt Melbourne opened - and in 2014 was the winner of the Best Luxury Wellness Spa at the World Luxury Spa Awards. Spa manager Shelley Varacalli said the treatments, rituals and lifestyle recommendations were based on the four cornerstones of wellness; sound nutrition, regular exercise, peace of mind and care of the face and body. She said from the moment a guest walked into the spa, every element had been carefully considered to ensure their experience was outstanding. Guests are encouraged to arrive at the spa at least 15 to 30 minutes prior to their appointment to allow enough time to complete a consultation form, use the steam room and sauna, and relax in the lounge to enjoy a cup of signature tea, which is a delicious blend of honey, lemon and ginger. Fresh flowers, incense, mood lighting and soft music complement the spa’s ambient interiors. Shelly said from a client’s first visit, she taught them the first step to a glowing complexion and body was through investing in treatments that directly targeted each individual’s skin type.
BRAND PARTNERS Park Club Health & Day Spa introduced a new spa menu in April along with two new product ranges - British skincare range Linda Meredith and quintessential Melbournian brand Uspa. They are the first hotel spa in Australia to offer Linda Meredith Skincare as part of the spa’s treatments. Known as the Queen of Facials, Linda Meredith’s list of celebrity clients includes Victoria Beckham, Madonna, Gwyneth Paltrow, Stella McCartney, Penelope Cruz and Kate Moss along with a host of supermodels and international celebrities. Linda Meredith said she was “delighted to be introduced to Australia in such a landmark and stunning hotel”. Uspa, a local Melbourne brand established in 1995, draws upon native ingredients like Lilly Pilly, Caviar Lime and Kakadu Plum for its formulations. It is part of the hotel’s philosophy to support great local brands with quality products. Being introduced to Uspa pure and organic way of life was what sealed the deal between Park Club Health & Day Spa and the quintessentially Melbournian brand. Uspa is cruelty free. “Home treatments are a great way to maintain your skin, but skin conditions change over time, and just like how we pay regular visits to the hairdresser, our own skin should be taken care of with a similar to higher frequency,” she said. Years of industry knowledge and a firm understanding of the current trends and influences in the beauty realm led Shelley to recently revamp the spa’s treatment menu and introduce two new skincare partners - the UK’s Linda Meredith and local brand Uspa. Shelley said both brands were perfectly aligned with the expectations of the hotel’s high profile clientele and the new menu reflected an emphasis on achieving beautiful skin using natural and science-based products and methods. “From haute oxygen facials to coco body cocoons, the new spa menu offers an indulgent range of treatments to refresh and renew from head to toe,” she said. Shelley said both Linda Meredith and Uspa had been well received by her savvy clients.
BEAUTY ESCAPE “Our clients do not only look for effective treatments - what we offer must look good, smell good, and feel good, while at the same time deliver proven results,” Shelley said. “They are educated individuals who approach beauty as a lifestyle and have made a conscious decision to include this as part of their personal well-being.” Shelley said other than interstate and international hotel guests, the gym and pool within the spa attracted locals from around East Melbourne and its surrounding suburbs. “We mostly work with high profile, high net worth clients looking for a quiet and private place to retreat, away from the public eye,” she said. To keep her raft of cosmopolitan clients happy, Shelley employs an international team of casuals and full-time staff to work around the clock. “We have an amazing group of 11 therapists who are quite devoted to the business - four of them have been at Park Club for over five years,” Shelley said. “We have a wide range of international therapists from Japan, Korea, Mauritius, Irish and Russian, each owning a wide variety of experience and knowledge and are such an interesting team.” Shelley said regular training for both treatments and products helped to keep her team engaged, enthusiastic and at the
SHELLEY VARACALLI, SPA MANAGER AT PARK HYATT MELBOURNE Shelley has been in the spa industry for nine years. She trained as a massage therapist, completing a Diploma of Remedial Massage, before becoming interested in beauty therapy. After enrolling in a Diploma of Beauty Therapy at Elly Lukas Beauty Therapy College in Melbourne, she also undertook a Resort Management course at William Angliss Institute. She has had stints as a spa therapist and manager at locations including Aurora Spa Retreat in Melbourne, Spa Wumurdaylin & Spa Qualia on Hamilton Island, Breathtaker Resort & Spa in Mount Buller, spaQ at QT Gold Coast and now at Park Club Health & Day Spa in Park Hyatt Melbourne Hotel, where she has been spa manager for the past six months.
top of their game, ready to achieve the best result for each and every client. “It can sometimes be a challenge to keep everyone motivated, but regular and consistent communication is a must,” she said. Shelly said the 75-minute Park Infusion Facial was one of the signature treatments that guests kept returning for. The facial, created exclusive for the Park Hyatt by Linda Meredith, starts with a foot cleanse before being followed with an oxygen machine facial and eye mask, using active botanicals and vitamin infusions. Shelly said also popular on the spa menu was the Linda Meredith Essentials Package, which included a two hour massage and facial, and the City Bliss, a 90-minute body exfoliation, cocoon wrap and hydration. “Our most luxurious package is the four hour Destination De-stress which includes lunch, a calming coconut cocoon massage, Linda Meredith V-tox facial and foot cleanse, and a massage with warming stones,” she said. Shelley said the most expensive treatment didn’t necessarily mean it was the best and it was important each client’s needs were individually addressed. “Spas have always been competitive with their prices, however it is important to remember that while there are many different treatments offered at varying price points, a therapist’s skill and the products used are as essential as the treatment offered,” she said. “Sometimes, the most expensive treatment on the menu is not always the most effective for an individual’s skin type, and the same goes to picking with the cheapest offering. A skilled therapist will be equipped with the knowledge to walk his or her client through everything they would need to achieve their desired outcome, as well as be able to deliver the results.” We couldn’t agree more. n Park Club Health & Day Spa, Park Hyatt Melbourne is located at 1 Parliament Square, Melbourne, Victoria, 3002. Call +61 3 9224 1222 or e-mail email@example.com
Australian makeup artist to Hollywood’s A-list including Anne Hathaway, Reese Witherspoon and Cate Blanchett has just launched her first Sydney studio specialising in cosmetic tattooing and eyebrow microblading Dr Freckle & Mr Hide. She shares her beauty secrets and saviours. The biggest lesson I have learnt in the beauty industry is always trust yourself. I remind myself that it’s just beauty and I don’t get sucked into the falseness of what’s behind each mask.
I could never live without Botox. It’s like ironing out your favourite shirt, you always look better.
Beauty to me means taking care of ourselves and since we are what we eat it is what what goes on inside the body both physically and spiritually that makes a difference. Goodness glows!
When I launched Dr Freckle and Mr Hide the biggest lesson I learnt was that hard work and focus will get you ahead and don’t let anything stop you. Distractions come at a price. My favourite beauty treat is putting on my environ mask, listening to hip hop music loudly and finding sun anywhere in the world.
The biggest beauty trend I forecast is that everyone will come back to natural makeup – there will be less contouring and more classic Academy Award style makeup. It will be beauty without the obvious. Dark lips will make a re-appearance too.
I have looked after celebrities such as Reese Witherspoon and Anne Hathaway and my secret to creating great skin is mixing moisturiser and foundation plus a secret oil.
If I was shipwrecked on a deserted island I would want blusher or bronzer in my emergency kit. The beauty with permanent makeup is you never have to go without – except for bronzer, that you will always need.
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The skin has pores and follicles that need to be deeply cleaned, professionally. Pores and follicles need to be cleaned and washed on the inside, not just blasted on the outside. Hydrabrasion is a water microdermabrasion system that exfoliates with both a dry and a wet system. The skin is deeply exfoliated with diamonds while simultaneously vacuuming and washing it. It’s a lot like getting your carpets professionally cleaned. This treatment is soothing, refreshing and deeply cleaning. This is not a skin infusion treatment, it’s a skin cleaning treatment!
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HIGH BROW Sydney-based media and influencers were taken to Execujet Australia, Mascot, where they boarded a branded private plane to Melbourne for an exclusive Kat Von D (KVD) launch. On board they were given a KVD clutch containing flight and makeup essentials. They were then transported to The George Ballroom in St Kilda where the KVD Beauty Artistry Collective – Kelseyanna Fitzpatrick, Tara Buenrostro, Steffanie Strazzere, and Leah Carmichael - hosted a press conference introducing Kat Von D Beauty brow products. These inlcude 24-HR Super Brow Long-Wear Pomade in a range of bright, bold colours, Brow Struck Dimension Powder, Signature Brow Precision Pencil, and two new brow brushes. Guests then gathered at Smith & Daughters for the after party, where they feasted on vegan canapés washed down with champagne and cocktails. Guests were then flown back to Sydney and transported home.
SUPER SUPPLEMENTS Beauty and wellness personalities joined Dr Vincent Giampapa MD plastic surgeon at the Jeunesse Global AM PM Essentials launch. Held at Aqua Dining, guests enjoyed an intimate lunch where Dr Giampapa spoke about the global ageing dilemma and his research efforts seek to improve the health of the world’s seniors. Following the lunch, guests were sent samples of the new range of supplements AM and PM to try.
LASH OUT Australian beauty brand 1000 Hour introduced their new lash collections to media with a cocktail party at Baby Coffee Co. Former Miss Universe Australia and brand ambassador Tegan Martin said there were 10 styles in the new range, which included a combination of some updated favourites and best sellers along with some completely new on-trend styles. A lash bar at the event saw two makeup artists applying lashes to guests all night. Attendees got to take home a bag of all the new styles.
KOREA CALLING Lycon hosted its Korea agents, as well as Korean salon owners and therapists, at their Queensland head office for a jampacked day. A total of 40 guests were treated to an in-depth factory tour, followed by some team training. They then danced the night away at a party in the evening with CEO and founder Lydia Jordane.
PREBIOTIC BREAKFAST Media and influencers joined Synergie founder and formulator, Terri Vinson, for an introduction to probiotics and prebiotics in skincare at the Botanic Gardens Restaurant, Sydney. Over breakfast Terri explained the science behind her latest creation, Dermiotic, a pre-serum elixir that combines a probiotic complex together with a prebiotic. Guests were then given an in-depth skin analysis and sent a range of Synergie home care products.
PARRAMATTA PARTY The grand opening of new salon L’Impératrice Beauté, located in Parramatta, went off with a bang. Owner Rheanna Maroun said she wanted to create a luxury atmosphere where clients could indulge and feel glamorous, while achieving real-life results. Rheanna chose Alpha-H as the salon’s key cosmeceutical brand, which was promoted on the night. The dress code was black tie and everyone came dressed in their best, with Rheanna’s daughter stealing the show in a tutu with the L’Impératrice Beauté logo. Guests listened to live music performed by Kevin Reuterns and Roseanne Ranieri, while dining on food provided by Tempting Tables. All guests received a goodie bag, with some walking away with fabulous prizes.
PROGRESS FOR PRIORI Beauty media were introduced to the next generation of Priori by Regis Haberkorn, president of Priori Skincare, over breakfast at Sydney’s QT Hotel. He exlpained why the ‘one size fits all’ skincare approach didn’t work for each individual’s needs. Following the presentation, guests were able to snap selfies using giant novelty props. Every attendee was given a goody bag to take home on the day and were invited to try a Priori Adaptive Skin Treatment with a skin therapist.
WELLNESS WARRIORS Wellness warriors turned out in their droves to attend the Naturally Good Expo. The expo showcased the latest natural, organic and healthy products for retailers over a two-day event at the International Convention Centre Sydney (ICC) Sydney. The expo showcased products from the fast growing health and wellness retail market including food, beverages, vitamins, supplements and beauty products.
BRIGHT BASH Ella Baché introduced their new Neobright range to media over a banquet-style lunch at Chii Town, the private dining room at Chin Chin in Surry Hills. CEO Pippa Hallas and national training Manager Gina Cook gave a detailed overview of the new range and in-salon services, designed to target and correct pigmentation. Guests were given the new range to try and were invited to Bondi Junction to experience the Brighten Me Up Treatment.
PAYOT PARIS PACK The winners of the Payot incentive program were rewarded with a trip to Payot Paris Headquarters and laboratories. The outstanding salon performers enjoyed five nights in the city of love and stayed at the stunning Royal Saint Honoré. Other highlights of the trip included a country trip to the Chevreuse Valley, an Australian customers’ incentive dinner and lots of cocktails in numerous bars.
INNISFREE INITIATION Korean beauty brand Innisfree celebrated its arrival into Australia with an exclusive brand showcase in Melbourne. More than 150 media, influencers and personalities, including special guest and YouTube star Cartia Mallan, were given an immersive brand experience at Two Ton Max. Guests were then transported on an Innisfree bus to Melbourne Central for a first look at Australia’s debut store. Products in the store are formulated using ingredients found on Korea’s pristine Jeju Island, which has volcanic origins.
MEGA MECCALAND Beauty media and influencers were flown to Melbourne for the inaugural Meccaland event. Mecca founder and CEO Jo Horgan addressed the excited crowd once they had arrived at the converted warehouse space where the beauty festival was held. After trying firsthand the skincare and makeup brands on offer at the insta-friendly affair, guests returned to Sydney, loaded up with Mecca goodies.
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index Advanced Cosmeceuticals. . . . . . . . . . . . . . . . . . . . . . 17 Advanced Skin Technology . . . . . . . . . . . . . . . . . . . . 19 Age Delay. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123 Arc Aesthetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6, 7 Artav Australia. . . . . . . . . . . . . . . . . . . . . . . . . . . . 68, 85 Bio Sculpture. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 Biz Cover. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 BLC Cosmetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2, 3 Box Hill Tafe. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97 Brandee Meier. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121 Clinic Care . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 Comfortel. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 Curtis Collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Cynosure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Dermacol. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 Dermaviduals. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 DMK. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120 Ex-Import Niche Products. . . . . . . . . . . . . . . . . . . . . . 57 Inskin Cosmedics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Jax Wax Australia . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 Jessica Cosmetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Kitomba. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111 Le Beauty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 LUXE Organics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Lycon Cosmetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 Mancine Cosmetics . . . . . . . 103, Outside Back Cover Mind Wellness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121 NICHE Education Group . . . . . . . . . . . . . . . . . . . . . . 99 OmniDerm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Payot Cosmetics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4, 5 Pelactiv. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Professional Beauty Solutions. . . . . . . . . . . . . . . . . . . 11 Reed Exhibitions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Sothys Paris. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24, 25 Switch Funky. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Syneron-Candela . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Timely . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 Tru Lux. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 121 Ultraceuticals. . . . . . . . . . . . . . . . . . . . . . . Cover, 20, 21 Ultraderm. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
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