Beauty Biz

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The Essential Business Guide for Salons and Spas

Year 14 Issue 1

NEW ERA FOR

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ABIA

AUSTRALIAN BEAUTY INDUSTRY AWARDS 2021

Open for Entry!

Entry Deadline 10th May 2021

Finalists Announced 28th June 2021

Winners Announced at the Gala Awards

29th August 2021 The Star, Sydney

The Awards period for all entries is October 2019 – April 2021 – 18 months. This is longer than usual to incorporate pre,

during and post Covid times to give all entrants an opportunity of demonstrating their business success in the financial

quarter pre-Covid, how they dealt with Covid during restrictions/closures and post Covid coming in to the new year.

www.australianbeautyindustryawards.com.au


THE ABIA CATEGORIES

EDUCATOR CATEGORIES

Best Industry Educator Individual

Best Industry Educator Organisation

INDIVIDUAL CATEGORIES

Beauty Therapist of the Year

Salon/Spa Director/Owner of the Year

Best Cosmetic Tattooist

SPECIALIST CATEGORIES

Best Marketing Award

Best Customer Care Award

Salon Team of the Year

Best Salon Training Award

Best Business Performance of the Year

(non-salon)

SALON CATEGORIES

Tanning Salon of the Year

Best Eco Salon/Spa of the Year

Best Salon Design

STATE CATEGORIES

NSW/ACT Beauty Salon/Spa of the Year

(4 Treatment rooms or Less)

NSW/ACT Beauty Salon/Spa of the Year

(5 Treatments rooms or more)

VIC /TAS/SA Beauty Salon/Spa of the Year

(4 Treatment rooms or Less)

VIC /TAS/SA Beauty Salon/Spa of the Year

(5 Treatments rooms or more)

WA/NT Beauty Salon/Spa of the Yea

(4 Treatment rooms or Less)

WA/NT Beauty Salon/Spa of the Year

(5 Treatments rooms or more)

QLD Beauty Salon/Spa of the Year

(4 Treatment rooms or Less)

QLD Beauty Salon/Spa of the Year

(5 Treatments rooms or more)

NOMINATED CATEGORIES

Hall of Fame

Mocha Angels Humanitarian Award

VOTED CATEGORY

State and National Wholesaler

of the Year

NEW CATEGORIES FOR 2021

NEW! Best Newcomer Salon of the Year

NEW! Sole Operator of the Year

(ABN Registered)

NEW! Best Educator of the Year

(Product/Equipment Company)

AMIA CATEGORIES

Bridal/Formal MUA of the Year

High Fashion/Editorial MUA of the Year

Fantasy MUA of the Year

AMIA Make Up Artist of the Year

PRIZES INCLUDE

- Beautiful Trophy presented on the ABIA night - Use of the Title of winning category for 12 months

- Coveted PR in leading trade magazine Beauty Biz, PR campaign for EVERY winner

- Virtual meeting and personalised press releases with Branding and Communication

experts Lily Blue Communications

www.australianbeautyindustryawards.com.au


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www.DermapenWorld.com

CONTENTS

ON THE COVER

24 A New Approach to Micrneedling For

Ultimate Results - Dermapenworld

REGULARS

08 Editors Letter

20-23 Industry News

52 Beauty Shop

54 Dateline City

FEATURE

10 10 Minutes with Rebecca Miller

12 The Heart & Soul of Beauty Therapy

14 An Inspirational Young Gun – Madison

Taubman By Clare Lamberth

16 10 Minutes with April Jones By Clare

Lamberth

EVENTS

18 ABIA – We’re Back!

SALON FEATURE

26 A Lifelong Passion to be Simply Elegant

28 Moving On, Up & Out!

30 A Cut Above The Rest

DERMAL

32 The Importance of Gut Microbiota In

Health & Disease By Chiza Westcarr

34 Choosing the Right Equipment for your

Salon By Nancy Abdou

38 Necrotic Tissue – What Is It? What

Causes It? How Can We Help It? By Gay

Wardle

COSMETIC

42 Cosmetic Tattooing By Georgie Westley

BEAUTY

44 Incorporating Brow Services Into Lash

Services By Joy Crossingham

46 Busting Lash Myths By Otto Mitter

48 Embracing the ‘Isolation Brow’ with

RefectoCil

50 Offering Profitable Nail Services In Your

Salon By Lauren Burton

BLOGS

56 Therapist, or Therapist By Will Fennell

58 2021: The Year Of Making Business

Easier By Elle Wilson

60 Happy New Year By Julie Cross

62 Can Money Buy You Happiness By Lisa

Conway

64 You Can’t Fake It Till You Make It By Paul

Frasca

BUSINESS

66 Leveraging Socials For Growth By

Rachel Medlock

68 Make Your Brand Boom By Sarah Garner

69 No Staff No Worries By Kayla McDiamid

70 How To Go From Therapist To CEO By

Jessica Kidner

72 Steps To A Successful Business Strategy

In 2021 By Tamara Reid

74 Imagine A Place Where People Thing

TGIM Instead of TGIF! By Gry Tomte


Beauty Biz

PUBLISHER

Linda Woodhead

linda@mochapublishing.com.au

EDITOR

Clare Lamberth

clare@mochapublishing.com.au

ADVERTISING MANAGER

Nina Barbara

nina@mochapublishing.com.au

ART DIRECTOR

Kellie Woodhead

kellie@mochapublishing.com.au

ADMINISTRATION

Jess Richmond

jess@mochapublishing.com.au

CONTRIBUTORS

Clare Lamberth

Chiza Westcarr

Nancy Abdou

Gay Wardle

Georgie Westley

Joy Crossingham

Otto Mitter

Lauren Burton

Will Fennell

Elle Wilson

Julie Cross

Lisa Conway

Paul Frasca

Rachel Medlock

Sarah Garner

Kayla McDiamid

Jessica Kidner

Tamara Reid

Gry Tomte

OFFICE

PO BOX 252 Helensvale Plaza Qld 4212

P: 07 5580 5155

mail@mochapublishing.com.au

www.mochapublishing.com.au

DISTRIBUTION

Australia Post - Print Post 100005498

PRINTING

Printcraft

PUBLISHED BY

mocha publishing

PUBLISHERS OF

HAIR BIZ, Beauty Biz & Barber Shop

Beauty Biz is published six times a year by mocha publishing

ABN 65 091 846 189

No Part of the publication may be reproduced in any manner

or form without written permission. Beauty Biz does not accept

responsibility for unsolicited manuscripts, transparencies,

original artwork or other material. The views expressed in

Beauty Biz are not necessarily those of the publisher.

No responsibility will be accepted if the publication is delayed

or prevented by factors beyong the control of the publisher. No

responsibility will be accepted for errors in copy, or for any loss

arising from the failure of an advertisement or any part thereof

to appear.

Editor’s

Editor’s Note

Congratulations!! You made it

through 2020!

I hope that whereever you are in your

business at this time, that you have taken

a moment over the first weeks of 2021 to

stop, relax, breath and reflect on all of the

amazing things you have accomplished

throughout the last year. Especially

because you’re standing here right now.

I love the freshness of a new year. The

bustling to get the kids ready for school,

summer holidays by the beach, slower

days and the anticipation of what’s to come

in the year ahead.

What I most love though, and this is my inner

Virgo talking now, is the PLANNING! Now

whilst I always plan ahead I do like to take

a fresh look at the plan as the new year has

launched to see if all the ideas, strategies

and implementations still align.

Don’t worry if it’s February and you still

haven’t planned out your year. Be kind to yourself.

Planning doesn’t have to be a HUGE undertaking.

It can be as easy as adding 10% or 15% to your

monthly figures from last year and BAM! you

have your entire year’s worth of targets set.

It can even be as easy as looking at the key

holidays and retail celebrations for the first half

of the year Valentine’s Day, Mother’s Day, EOFY

and starting to jot down ideas on what offers

you’ll have. Or one of my favourite events to plan

every year (apart from Christmas) is our clinic’s

Birthday! I mean who doesn’t love cupcakes,

facials AND champagne?!

From these key milestones you can start to

flesh out and shape they direction you’d like to

take your business this year. Want to add a new

device or product range. Book it in your diary.

Even if it’s still a dream and in the planning stages.

Writing it down is the first step to actualising

your manifestations of success. Want to take a

decent holiday this year? Book it in your diary. Be

the one that gets in first ahead of your team for

once! Haha!

Strategising a whole year at once is enough to

make any salon owner curl up in a ball. But taking

these small steps to break your calendar down.

Starting with what you DO know will help to bring

shape and often make clearer the unknown and

create space for the extra things you can add

in later on.

Remember: You can’t eat an elephant in one

bite. I use this analogy with my own team when

talking about goal setting, for clinic owners

and therapists who ask “how the hell do I write

all that content for my ABIA submission?!”, for

client’s prescriptions and of course PLANNING

the year! They only way you can eat an elephant

is one bite at a time. One single positive step

forward every day and you’ll be amazed at the

things you can accomplish. A whole elephant by

Christmas in fact!

I’ve curated some amazing content and

contributors for you this issue to help you start

2021 with a BANG! I hope you get as much out

of it as I did reading the incredible insight each of

our contributors has to share with you.

Lastly, but certainly not least, ABIA entries are

now OPEN and we cannot wait to celebrate,

hopefully in person, this year’s night of nights and

finally introduce you to our incredible team of

rising Beauty Squad stars.

I’d love to know what your “first bite” for

2021 is? Connect with me on socials at @

beautybizmagazine and @thefacialsita and

let me know what small steps you took after

reading this to help positively plan and shape

your awesome 2021.

Clare xo

Clare Lamberth, Editor

clare@mochapublishing.com.au

© 2020 mocha publishing

All rights reserved.


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FEATURE

10 MINUTES WITH

Rebecca

Miller

Rebecca Miller is a multi-award winning clinic owner,

skin whisperer, podcast queen and now powerhouse

business mentor with Zing Coaching. We get to know the

woman behind the brand and find out how her journey

brought her to where she is today.

“DELEGATION IS A KEY

ELEMENT TO BUILDING

A HIGH PERFORMING

SUSTAINABLE BUSINESS”

“I founded La Bella Medispa in 2009

in my home town of Parkes with a

mission: to provide women in my

local regional area with the type

of treatments and products they

could only experience in the city,”

says Rebecca. “I wanted to help the

women in my community area feel

truly confident to have somewhere

to go to escape the real world and

be nurtured but also have access to

the most advanced technology and

experienced therapists.”

With this as her driving force, Rebecca

along with her team have grown La Bella

from a one-woman show to a business

that spans multiple locations and having

the opportunity to grow and develop

over 25 amazing talented therapists

and continue to grow from strength to

strength. “We’ve experienced our share

of challenges in recent years; from

droughts to Covid-19, it hasn’t been an

easy journey, but I can say, hand on

heart, that it has been one of the most

rewarding journeys of my life the more I

grow and expand as a leader so do my

businesses and team.”

In addition to her salons, Rebecca has

an online brand (The Skin Whisperer);

a 12-week online skin transformation

program (SkinFit 90); a podcast (Living

Your Best Life); a coaching program

(through The Zing Project), a speaking

partnership with Kerwin Rae’s K2 Elite

program, and a charity (The Ripple of

Kindness Project).

“I didn’t set out to be juggling so many

hats,” she says, “I just ran with the

opportunities to create real change and

have a lasting life-changing impact on

those I have the privilege of working

with.” The result has been a fulfilling

and rewarding career spanning over 27

years.

In recent years, Rebecca has found a

way to share her knowledge and partner

with the powerhouse team at the Zing

Project.

“A couple of years ago, I saw Lisa

Conway speak at a conference,”

Rebecca explains. “I went up to her

after the event and said to her… ‘one

day I’m going to do what you do!’ And

in 2020, I’m proud to say that I signed

on with The Zing Project as a Senior

ZING Coach. My journey with ZING is

just beginning, but I’m so grateful to be

aligned with such a powerhouse team,

making a real difference to the industry

that I love. They say you should surround

yourself with people who inspire you to

lift your game, and for me, the support

and encouragement I’ve received from

the team at ZING have inspired me to

10 Beauty Biz Year 14 Issue 1


make even bigger and bolder moves in 2021. I

love ZING because it is a community of amazing

coaches whose purpose is to really help the

salon owner create their life and salon by design.

Still having clinics really gives me the edge

because I understand where the salon owners

are really at.”

As a busy Mum with three kids, two salons, two

online businesses, a podcast, and a coaching

brand, it has been vitally important for Rebecca

to build a solid team around her and to create

systems that work.

“I have created that with my business partners

Jess Galvin and Carla Poole and our teams at La

Bella Medispa”

“The beauty industry has given so much to me in

my 27 years of working with clients and my teams

and now it’s my turn to give back. Through ZING,

I coach spa, salon, and clinic owners; passing on

everything I’ve learned about leadership, building

high-performing teams, systems and strategies,

marketing planning, and the mindset required to

take things to the next level. The transformations

of the salon owner are the very thing that lights

me up.”

“I BELIEVE THAT YOU SHOULD BE

ABLE TO STEP AWAY FROM YOUR

BUSINESS AND HAVE THINGS RUN

LIKE CLOCKWORK WITHOUT YOU.”

And so, what is the she secret to her success?

“Knowing my Why, What, and How, ,y purpose,

mission, and values and creating goals and

systems around myself. I have taken the time

to really inspire my team because with my list

of goals, I definitely knew I couldn’t do it on my

own.”

“I believe that you should be able to step away

from your business for a day, a month, or even a

year and have things run like clockwork without

you. This I see as the biggest issue for most salon

owners who are slaves to the treatment room.

And to achieve that, you need a clear vision and

a pathway to get there. To evolve continuously

as a leader and never stop learning.”

“The very things that enable a leader to get their

business off the ground are often the things that

can stifle the growth of that business further

down the line. I’m talking long hours, 100% of

the customer management, doing your own

marketing and all those things that are ‘just

quicker if I do them myself’. It can be hard to

delegate at first – but if you don’t learn how to

delegate, you will be stuck on that hamster wheel

forever. Delegation is a key element to building

a high performing sustainable business but

really inspires the team to be working towards

something bigger than themselves.

So, how can you set goals for 2021 that will help

you take a step back from the day-to-day of your

business, empower your team, and create real

business growth but also joy and fulfilment?

“Laying the foundations in your business starts

with the big three: purpose mission and your core

business value,” says Rebecca. “Knowing your

break-even and then taking the time to create a

kick-arse plan. Think BIG, as we are capable of

so much more!”

“In my clinics, we set clear yearly, quarterly,

monthly, weekly, and daily goals in our daily

huddles. It can seem like a lot, but once you

have the systems in place, you’ll find it’s not

only easy but incredibly effective and creates

high levels of accountability and autonomous

behaviour in your teams. We take a full day away

from the salon, we look at our achievement, our

lessons learned, strengths weaknesses, and

trends of our in the marketplace that could affect

our business. We work out our strategic issues

that if we solved them, what would the business

look like? working on the things that will have

the greatest impact on our business right now.

How will you know where you’re going if you

don’t set your GPS in the right direction? Having

clear intentions and a strategic plan really help

create a can-do culture. Being outcome focuses

has such a positive impact on the business and

team as a whole.”

Make sure your goals are SMART goals says

Rebecca, so that they are measurable, specific,

achievable, relevant, and time-bound, as Tony

Robbins says, “What gets measured, gets

managed”.

“Those measurable details are what will guide

you moving forward and allow you to see at a

glance if you’re on the right track. Regular checkins

with your team in your one on one meeting

and team meeting to see if they need support

or additional resources to achieve what they

set out to achieve at the start of the quarter. We

encourage our team to take ownership of the

goals they set both personally and professionally

then they have true ownership of their success

This planning process is a game-changer if you

want to take your business to the next level.”

Rebecca is a big believer in having mentors

and coaches to help accelerate your business

growth and development and says, “It is always

something I have adopted and now feel so

grateful I can help salon owners create their

business and life by design, not by default.

Having someone that truly believes in you and

sometimes sees the things you do not see, keeps

you on track and accountable. If you do not have

a coach to support your salon journey I would

recommend any business owner get one.

You can contact Rebecca via The Zing

Project at www.thezingproject.com.au/team/

rebecca-miller/

or at www.skinwhisperer.com.au

Beauty Biz Year 14 Issue 1 11


FEATURE

THE HEART

& SOUL OF

Beauty

Therapy!

Julie Botskor is the 2020 ABIA Beauty Therapist

of the Year. With almost 4 decades in the

industry, Julie followed her intuition to what was

initially a self-improvement course hosted at her

local Beauty Therapy School, to what turned

out to be a lifelong passion and her dream

career. For the last 7 years Julie has resided

at Bliss Day Spa in Sydney’s Caringbah, under

Spa Owner Daniela Boerma, a clinic she calls

her “forever home”.

Find out how Julie’s pursuit of self-improvement has lead her to take

home our industry’s top gong and the secrets to her successes.

CONGRATS ON YOUR WIN AS 2020 ABIA

THERAPIST OF THE YEAR. TELL US ABOUT YOUR WIN

& HOW IT FELT TO HEAR YOU NAME CALLED?

It was such an honour to receive my award for The Beauty Therapist

of The Year. To be completely honest when I heard my name I was

in shock! I did not think I would be announced the winner. There are

some incredibly talented Therapists, and to think I am one of them

makes me feel very humbled and just a little bit chuffed!

HOW DID IT ALL START FOR YOU IN THE INDUSTRY?

TELL US ABOUT HOW YOU FIRST STARTED OUT

IN BEAUTY THERAPY, WHAT INSPIRED YOU AND

WHAT’S DRIVEN YOUR PASSION?

I am immensely proud to share that I have been a Beauty therapist

for 38 years now. It is a long time I know, but I can honestly say I

love my career; always have, always will. It is an easy career to love

though. It began not long after leaving school. I was disillusioned

with the career I had originally chosen, and I happened to see

12 Beauty Biz Year 14 Issue 1


an ad in the local paper for a 12-week self-improvement course at Diana

Nolan School of Beauty Therapy. I loved it! As it was part of the full Beauty

Therapy Course, I was able to hear what was involved in the full course.

Something happened and my heart told me this was it and I had to do this

course. I desperately wanted to be a Beauty Therapist. The course was very

thorough, and I loved every minute of it. Her school taught the craft extremely

well. I was fortunate enough to work for Diana for 2 years after completing

my course at her Kareela and Bexley salons. It was an invaluable time for

me. I gained great experience in those years. It wasn’t until working in the

salon that I realised what the drive was for me in this wonderful career I had

chosen. Without question, for me, it’s my clients. I just love to see my clients

walking out the door feeling better about themselves. It can even be after an

Eyebrow Wax! It really is quite a special thing we get to do.

HAVE THERE BEEN ANY SIGNIFICANT MILESTONES OR

CHALLENGES YOU’VE HAD TO OVERCOME?

About three years ago I was on holidays in Fiji. I fainted and broke my ankle.

That holiday was cut short and two weeks later I slipped in the shower and

fractured my back. Fun times! Honestly, looking back it was such a horrible

time for me. I was quite depressed and wasn’t interested in anything much.

The thing I worried most about was work. Beauty Therapy is part of who

I am and if for some reason I couldn’t do what I’ve always done… well I

couldn’t even think about that. I was at Bliss then and my beautiful friend (and

boss) Daniela was very understanding. I was able to take my time and ease

back in. Eventually I got back to doing all my treatments. I was so incredibly

grateful.

WHAT HAVE BEEN SOME INSPIRING PEOPLE YOU’VE

COME ACROSS IN YOUR CAREER SO FAR AND WHAT DID

YOU LOVE MOST ABOUT THEM?

There are so many! Where do I start? Diana Nolan taught me so much more

than Beauty Therapy. She was a very hard taskmaster but that’s why I had

such a great start in my career. She taught me well. I still find myself thinking

of things that she said to me all those years ago that have shaped who I am

as a therapist. I am continually in awe of so many people in our business

now who are so knowledgeable and driven. The educators who I encounter

are so full of knowledge and their enthusiasm is contagious! One person

who comes to mind is Will Fennell. He is our Biodroga trainer and I am

amazed at both his knowledge and passion of the product, and his love for

his profession. He is also one of the most compassionate people I know. I

just adore him.

WHAT’S YOUR FAVOURITE TREATMENT OR

TRANSFORMATION SOLUTION?

There are many treatments I enjoy doing, but the Omnilux LED treatment

would have to be one of my favourites. It treats so many skin concerns and

if administered properly with the right protocol, the results are nothing short

of outstanding. It is also a treatment that has no downtime so is suitable for

almost every skin. I also have to mention Electrolysis. It is still the only form of

permanent hair removal and to be able to help clients who have sometimes

battled with this problem for years is a privilege.

YOU’RE CURRENTLY AT BLISS DAY SPA. TELL US ABOUT

JOINING THE TEAM AND HOW YOUR PRACTISE &

APPROACH TO CLIENTS HAS CHANGED SINCE JOINING

THEM?

Daniela and I have been friends for many years. I worked for her when she

had her first salon in Cronulla. Throughout our friendship over the years we

both swore we would work together again. She bought Bliss Day Spa in

2013 and we finally both got our wish. I was there the day we opened and

there I shall remain until I’m unable to get up the stairs to the treatment

rooms! Working for Daniela is easy. She inspires me each and every day.

She is everything a therapist should be. She is driven and knowledgeable.

She leads by example and for that reason we at Bliss are constantly learning

and keeping up to date with products and treatments. At Bliss we are never

idle. We support each other and I am so blessed to work with such beautiful

girls. I love them all dearly. I guess I know I’ve always been good at what I

do (I’m uncomfortable actually saying that) but at Bliss we are given every

opportunity to perfect our craft. Which is pretty special.

THE ABIA’S ARE BACK IN 2021 (HOPEFULLY IN PERSON).

WHAT ADVICE WOULD GIVE THERAPISTS WANTING TO

ENTER?

Do not hesitate. Just do it. Do not doubt yourself in any way. If you are

contemplating this, it means you are passionate, and you are good at what

you do. Simple. I think we as Therapists naturally have a giving nature and

we’re not keen on talking about ourselves. I remember thinking that I’m

not good enough to win, I’m too old, not knowledgeable enough. I thought

of every excuse not to do it, but Daniela and the girls encouraged me, and

as I was writing my application, I realised something. I am good enough;

I’ve had a vast amount of experience and it will make you realise that

you’re good enough too.

HOW DID YOU FIND THE ABIA AWARDS PROCESS &

DID ENTERING CHANGE OR MAKE YOU TWEAK ANY

ASPECT OF YOUR WORK?

It was a funny year last year wasn’t it? It of course would have been

wonderful to have our big night, however it wasn’t meant to be. Under the

circumstances I think Mocha publishing did a wonderful job. We still got

together to enjoy the night and celebrate, and we all had a ball! I think

the process of entering is very well done. It’s an involved process but

I thoroughly enjoyed it. By entering it encourages you to keep moving

forward in your career and enjoy every day of it.

IF YOU COULD TRAVEL AND WORK IN ANY SPA OR

CLINIC ANYWHERE IN THE WORLD WHERE WOULD IT

BE AND WHY?

This one is easy. I would love to go to Baden Baden. I have worked with

Biodroga products for most of my career. I have always loved the product

and the company and to actually see where the product is made would be

wonderful, but to work in a Biodroga salon in Germany would be a dream!

WHAT’S NEXT FOR YOU IN 2021?

If there is one thing for certain in this business, you cannot rest on

your laurels. But that’s also the wonderful part of this business. It is

ever changing, ever evolving. There is always something to learn but

we can also keep perfecting what we already know. It’s just the most

interesting, fulfilling and fun career to be in. That’s my plan for this year,

to keep learning and to keep getting the best results I possibly can for my

beautiful clients! After all at the end of the day that’s who this is all about.

Beauty Biz Year 14 Issue 1 13


FEATURE

AN INSPIRATIONAL

YOUNG GUN

Madison

Taubman

By Clare Lamberth

Gold Coast based Madison Taubman is a formidable

young woman, mother, business owner and therapist

who’s been through a lot, but knew exactly what she

wanted straight out of high school.

Stuck between a rock and hard place, having

freshly graduating Dermal Therapies with a

new baby, Madison found herself unable

to find work, even though she was an

experienced Therapist of 8 years. True to

form though Madison turned this set back

into an opportunity and dived into launching

her own business, House of Skin & Beauty.

Madison shares with us her story and how she’s

become a pro at overcoming hurdles

HOW DID YOU FIRST START OUT IN

THE INDUSTRY?

I’ve always loved interacting with others. I

thought I may want to be a Teacher or Nurse as

a career choice. I’d always loved anything to do

with beauty, so I decided to study my Diploma

of Beauty Therapy while at school in Year 10 to

Year 12. I knew that with a qualification under my

belt straight out of school, if I wanted to go on to

study at uni after school, then I’d have a good

paying job to support me while at uni.

I graduated Year 12 as a fully qualified Beauty

Therapist and began working in the Beauty

Industry just 2 months later. I wanted to give

myself a break from study and not rush straight

into Uni after school. I wanted to focus on getting

experience in the industry first, but my true

passion took over and now 10 years on I couldn’t

imagine doing anything else. I did go back to

study further, 2 years ago in Dermal Therapies, to

keep up with the constant changes in the industry

and to keep up with current treatment trends.

WHAT WAS THE FIRST EVER

TREATMENT YOU PERFORMED?

Believe it or not, it was a Brazilian. I had practiced

these plenty of times with friends, but that never

prepares you for your very first time you have

to do it on an actual paying client. It was such

a confronting treatment for a young 17-year-old

(me) to do!

HAVE YOU ALWAYS WANTED TO

WORK IN BEAUTY THERAPY?

Not exactly. I knew I wanted to work with people,

and I’ve always had a nurturing side that really

loved helping others. I just wasn’t sure how that

would manifest as a career pathway. After I

started working in the industry though, it became

clear this is what I loved and wanted to do.

WHAT DO YOU LOVE MOST ABOUT

YOUR WORK?

I love interacting with my clients. I get to meet

people from all walks of life. I love learning from

them. Learning to really “listen” has been one of

the most valuable lessons my clients have taught

me. It’s been a valuable tool to have in my work

as well.

“WITH BIGGER

RISK COMES

GREATER

REWARD!”


TELL US ABOUT YOUR BUSINESS AND

HOW YOU STARTED OUT?

For some time, I have been running my business

working within a hair salon, focusing on Advanced

Skin Treatments, but I do offer other services as

well. Following a rather abrupt decision from the

hair salon owner to change direction, I found

myself having to look at my next adventure and

am excited to say that I am currently in middle of

moving locations to my very own salon. A leap

of faith and one I am so ready for! Early on in

my career, and for 3 years, I used to commute

to Brisbane from the Gold Coast and worked in

a place that did mostly waxing. I wanted to focus

more on ‘skin’ and advance treatments so I could

help my clients achieve better results. It was then

that I began studying Dermal Therapy. I was

pregnant with our first child whilst studying, a

baby son with my partner certainly came sooner

than expected but I graduated and had our little

bundle of joy two months later.

I didn’t want to be out of the industry for too long

as it’s always changing, and I wanted a chance

to use my new skill set. I tried for Beauty Therapy

jobs on the Gold Coast as a new mum, to be

closer to home and get more experience in the

advance side of beauty, but no one wanted to

hire a Mum, as Mums, they said, weren’t as

flexible as people without kids.

That’s when I decided to open up my sole

operated business as it had always been a dream

of mine and I could get the flexibility I needed for

my son also.

WHAT’S YOUR FAVOURITE TREATMENT

AND WHAT MOTIVATES YOU?

Anything to do with skin! Having dedicated so

much of my career to learn as much as I can.

I really love sharing this with my clients. I love

Skin Needling, Peels, Micros, Facials, LED the

most. The results I can help a client achieve

with these is so rewarding! Although I specialise

in advanced skin treatments, I do offer waxing,

tanning and tinting also but I find working with

skin is my favourite as it’s so rewarding. I believe

as a business owner, I need to have a point of

difference which is absolutely by passion and

care factor. Money doesn’t drive me. For me

it’s helping my clients and

making them feel the very

best versions of themselves.

I also like to get to know every single client in

every aspect to work together with them to give

them that service they deserve.

CAN YOU SHARE WITH US YOUR

EXPERIENCE AS A YOUNG BUSINESS

OWNER?

Stressful but rewarding. People said I was crazy

to just had given birth to my son and start a

new business. I copped a lot of flack from other

mothers about going back to work sooner than

they thought I should’ve (6.5 months). I really

struggled for a while with letting what others

thought get me down. I did get over that with

help from my incredibly supportive partner and

family, and pushed forward because why can’t

we women have it all?!

I’m young, I have the time and energy. Why not

give it a go?! Worst that can happen is that it

doesn’t work out. My business is still in its early

stages but I’m as passionate as ever. I love being

a Mum, but I also love being a Dermal / Beauty

Therapist too. Sometimes in order to be happy

we have to put ourselves first. That’s what I did

and I’m a better partner, mother, therapist and

person for it.

WHAT ADVICE WOULD YOU GIVE TO

ANY BEAUTY THERAPIST WANTING

TO MAKE THE TRANSITION TO

BUSINESS OWNER?

Back yourself. If you don’t believe in yourself

then who will?! With bigger risk comes greater

reward. Push yourself out of your comfort zone

to go for your dreams.

Surround yourself with positive people who

believe in you and have your back no matter

what.

WHAT HAVE BEEN YOUR TOP 3

GOLDEN NUGGETS OF LEARNING

IN BUSINESS SO FAR?

1. Social media is everything for a new and

emerging business. It’s a great platform to

“CONSISTENCY IS KEY WITH

EVERYTHING. CLIENTS,

MARKETING, TREATMENTS,

SKINCARE, EVERYTHING!”

get your name out there and attract new

business.

2. Consistency is key with everything.

Clients, marketing, treatments, skincare,

EVERYTHING!

3. Be patient.. (Rome wasn’t built in a day)

IF YOU COULD GO BACK & TELL YOUR

5-YEAR YOUNGER SELF ANYTHING

WHAT WOULD IT BE?

You’re more capable then you know.... you can

do anything you set your mind too don’t forget

that.

WHAT’S YOUR GRAND VISION FOR

YOUR BUSINESS?

My goal is to build a greater name and brand for

myself. Eventually I see myself having team of

passionate people working for me that love skin

and love helping people just as much as I do.

WHAT DOES 2021 HOLD FOR YOU?

Bigger and better things. Lots of change and

getting myself out of my comfort zone.

2020 start with a bump, as my landlord gave me

2 days’ notice to vacate my sublet space. It was

a a big shock and not how I had planned to start

the New Year with my business still in its infancy.

Luckily, I’ve now secured a beautiful new space

of my very own, with room to expand in Surfers

Paradise and have so much to look forward to.

It was probably a blessing in disguise, and I

can’t wait to continue along my chosen path of

passion.

House of Skin & Beauty

46 Watson Esplanade. Surfers Paradise. Qld.

Beauty Biz Year 14 Issue 1 15


FEATURE

10 MINUTES WITH

April Jones

By Clare Lamberth

As soon as she left school, April completed a 2-year course to become

a therapist and it all began from there. With an incredible history as

a beauty therapist that saw her travel the world, finally settling in

Australia, from her birthplace of the UK, running successful salons as

well as a marketing and web management business, extensive product

knowledge through various industry roles and not to mention the editor

of Beauty Biz magazine prior to myself, she is currently the General

Manager of Medical for Australian Skin Clinics.

Using all of her experience to date, April

looks after the cosmetic injectable business

across the network of clinics in Australia

and NZ which includes all aspects relating

to cosmetic injecting from educational

aspects through to business strategy and

marketing. We spoke to this power house

of a woman to get an insight on what makes

her tick!

WHAT DO YOU LOVE MOST ABOUT

YOUR ROLE?

I love the immediate impact of cosmetic

injectables and that was the initial driver when

I first began to diversify from the beauty industry

into injectables. Also, the variance of the day to

day role is great and there is no time to get bored

or unmotivated.

WHO INSPIRES YOU MOST IN THE

INDUSTRY AND WHY?

There are many greats who I respect and admire

in our industry and I am lucky to have been

practicing beauty for over 30 years. But I am

also constantly in awe and inspired by the young

girls who are jumping in, taking the risks and

building great businesses with only passion and

persistence to fall back on. Business education is

great but you can’t beat passion for really making

a successful beauty or injectable business.

WHAT IS YOUR FAVOURITE NEWER

TO MARKET TREATMENT, WHAT IS IT

USED FOR, WHAT’S THE RESULTS AND

WHY DO YOU LOVE IT SO MUCH?

I am loving Glass Skin at the moment. The

Glass Skin Treatment harnesses two powerful

injectable techniques: Platelet-rich plasma (PRP)

and botulinium toxin (muscle relaxant)

Platelet-rich plasma (PRP) is a preparation of

platelets in concentrated blood plasma with

regenerative growth factors used to stimulate

16 Beauty Biz Year 14 Issue 1


skin healing, collagen production and other

important proteins that support the skin. In

the Glass Skin treatment the effects of PRP

are further enhanced when combined with an

intradermal botulinium toxin. The superficially

injected toxin targets the muscles which control

the pore size: (erector pili muscle).

HOW HAS IT BEEN MAKING THE

TRANSITION FROM A LOCALLY

BASED POSITION TO A NATIONAL

ROLE?

The beauty of this role is that a lot of it is still

strategic so I spend a lot of time in our head

office which is on the Gold Coast and a 15 minute

drive away from home. I travel to Sydney and

Melbourne often but of course that has changed

in the last year. I am lucky to work for an amazing

company that supports the work life balance

which allows me to be there for my family while

still enjoying a busy career.

HOW HAS YOUR ROLE CHANGED

DURING EVERYTHING THAT’S

HAPPENED IN THE LAST 12 MONTHS?

Travel has of course been limited so that has its

pros and cons but the biggest impact has been

working through clinic closures and re openings

and supporting our business owners both

financially and emotionally through that. I think

we have all realised the power of online meetings

and in a short space of time its really made a

difference how we communicate, educate and

run our business as a brand.

HOW DO YOU JUGGLE FAMILY LIFE

AND WORK LIFE BALANCE?

A very understanding employer certainly helps! I

have the flexibility to start earlier to fit my work in,

work from home when the occasion needs and

create my own schedule. This role is very much

24/7 as I deal with aspects such as adverse

events in the network and nurse triage calls, but

I make sure I balance that out with plenty of time

with my ever growing boys. They love to come to

my office and print and laminate things lol!

The aesthetics industry has gone through some

pretty big changes over the last few years. It’s

not just muscle relaxant and filler any more is it?

The cosmetic industry is very much the tip of the

iceberg where we are at at the moment and the

industry is multiplying and diversifying at warp

speed. The training and education is racing

along and suppliers are increasing to meet this

demand. In Australia we have 3 brands of muscle

relaxant and a handful of dermal filler countries,

yet the rest of the world has 20-30 times more.

Our TGA is one of the strictest in the world but we

will see much more regulation and introduction

into our industry over the coming years.

CAN YOU DESCRIBE FOR US THE

EDUCATION PATHWAY A THERAPIST

OR NURSE WOULD NEED TO

GO THROUGH TO WORK IN THE

AESTHETICS INDUSTRY?

Firstly, to inject, an individual must have a nursing

qualification as we are utilising a scheduled drug.

It is important then that a nurse trains in and

completes a cosmetic injectables course, but the

learning does not stop there: within Australian

skin clinics all of our nurses follow a medical

educational pathway which demands constant

training and updates to their skill set both in

treatments and best practice areas. Cosmetic

nursing is an area you never stop learning and

training in.

WHAT ADDITIONAL CHANGES OR

REGULATIONS WOULD YOU LIKE TO

SEE CHANGE OR IMPROVE IN THE

INDUSTRY?

As we are medically based and regulated by

bodies such as AHPRA, Medications Australia

and the TGA we have some very strict regulations

and protocols in place which are on level with

hospitals and medical practices. We are one of

the most regulated cosmetic industries in the

world which I am very proud of. I would like to see

constant nurse education be part of all cosmetic

injecting businesses and attention to adverse

events and client care which is something that is

of tantamount importance in this industry.

IS THERE A HABIT FOR NURSES

GOING OUT ON THEIR OWN

AND INJECTING OUTSIDE A DR’S

OVERSHADOWING CONSENT?

A nurse cannot inject a client in Australia without

the direct consent of a doctor and this has to

be done either in person or via skype. This

constitutes consent and allows a medical script

to be produced. If this is not completed it is an

illegal injection and a nurse can and will lose their

registration because of this. The industry has

tightened this dramatically over the last couple

of years. A nurse cannot purchase injectable

products from a supplier also without a doctors

consent.

ANY EXCITING PROJECTS, TRIPS OR

MOMENTS COMING UP FOR YOU

FOR WORK THIS YEAR?

A trip would be nice, but I don’t think that’s going to

be happening anytime soon! We have a number

of new clinics opening and an ever-expanding

injectable team which is always exciting. This

role also allows for trials and experimentation,

so its always great to work on projects that are

industry firsts and we have a few of those to intro

this year..stay tuned!

Beauty Biz Year 14 Issue 1 17


ABIA

AUSTRALIAN BEAUTY INDUSTRY AWARDS 2021

We’re Back!

After an interesting 2020, which

culminated in the first ever online

version of the well-established

Australian Beauty Industry Awards,

we are proud to announce that the

2021 Awards are Back and we are

certain they will be bigger and better

than ever!

The ABIA (Australian Beauty Industry

Awards) which also incorporates the AMIA

(Australian Make Up Industry Awards)

were launched in 2011 to provide the

Australian Beauty and Make Up Industry

a much needed and often requested

benchmark of excellence in business and

creative ability on a state by state basis.

With 32 categories including the ABIA

Australian Salon Business of the Year

large and small and the AMIA Make Up

Artist of the Year, these awards culminate

in an annual gala event in August following

the Sydney Beauty Expo. The awards were

launched due to industry demand and are

judged by an independent panel of judges,

media, PR and business specialists.

ONLINE SUBMISSIONS

Each entry will require specific information

to be written and uploaded directly into

the awards site. Please keep a separate

copy of the information uploaded for

your records, however you will be able to

download all or part of your entry at any

time. You are welcome to Start an Entry

which gives you access to the actual

information required and should you

decide not to continue with this entry, you

can delete it. You may edit your entry after

submitting, up until the entry deadline.

AWARDS PERIOD

The Awards period for all entries is

October 2019 – April 2021 – 18 months.

This is longer than usual to incorporate

pre, during and post Covid times to give all

entrants an opportunity of demonstrating

their business success in the financial

quarter pre-Covid, how they dealt with

Covid during restrictions/closures and

post Covid coming in to the new year.

Reporting on periods where salons may

have been closed should be seen as a

way of showing judges how you pivoted

during this challenging time and have

incorporated new activity, dealt with

staff, tried new retail options, continued

education and more.

IMPORTANT DATES

- Entry deadline: 10th May, 2021 at

11PM EST

- Finalists announced: 28th June 2021

- Awards gala dinner: 29th August 2021

GENERAL INFORMATION

• An Entry fee of $175 per entry will

apply to ABIA

• Entry fees are not required until you

have completed your entry.

• A full list of judges will be published

in BEAUTY BIZ magazine and on the

ABIA and BEAUTY BIZ Facebook

Pages.

• The independent panel of 35+ judges

is made up of business coaches,

trade and consumer media, key

independent figures within the

industry, educators, architect, Make

Up Artists, and non-industry business

experts.

• The judges will look at all entries in full

and give an overall rating score taking

into consideration criteria content and

attachments.

• Rating scores will be added by an

independent auditor and from that the

highest rated entrants will be named

as finalists in each category.

• The winner of each category is

determined based on the highest

score and in the event of a draw a

secondary round of judging of finalists

will be carried out.

SUPPORT

If you have any questions on the entry

process, please contact the organisers by

email to mail@mochapublishing.com.au

or call 07 5580 5155

HOW TO ENTER

Visit www.australianbeautyindustryawards.com.au to download all of the

information you require and to be directed to the awards entry site.

THE ABIA CATEGORIES

EDUCATOR CATEGORIES

Best Industry Educator Individual

Best Industry Educator Organisation

INDIVIDUAL CATEGORIES

Beauty Therapist of the Year

Salon/Spa Director/Owner of the Year

Best Cosmetic Tattooist

NEW! Sole Operator of the Year (ABN Registered)

SPECIALIST CATEGORIES

Best Marketing Award

Best Customer Care Award

Salon Team of the Year

Best Salon Training Award

Best Business Performance of the Year (non-salon)

SALON CATEGORIES

Tanning Salon of the Year

Best Eco Salon/Spa of the Year

Best Salon Design

NEW! Best Newcomer Salon of the Year

STATE CATEGORIES

NSW/ACT Beauty Salon/Spa of the Year

(4 Treatment rooms or Less)

NSW/ACT Beauty Salon/Spa of the Year

(5 Treatments rooms or more)

VIC /TAS/SA Beauty Salon/Spa of the Year

(4 Treatment rooms or Less)

VIC /TAS/SA Beauty Salon/Spa of the Year

(5 Treatments rooms or more)

WA/NT Beauty Salon/Spa of the Year

(4 Treatment rooms or Less)

WA/NT Beauty Salon/Spa of the Year

(5 Treatments rooms or more)

QLD Beauty Salon/Spa of the Year

(4 Treatment rooms or Less)

QLD Beauty Salon/Spa of the Year

(5 Treatments rooms or more)

NOMINATED CATEGORIES

Hall of Fame

Mocha Angels Humanitarian Award

VOTED CATEGORY

State and National Wholesaler of the Year

THE AMIA CATEGORIES

Bridal/Formal Make Up Artist of the Year

High Fashion/Editorial Make Up Artist of the Year

Fantasy Make Up Artist of the Year

AMIA Make Up Artist of the Year


SUSTAINABLE & ETHICAL

BUSINESS PRACTICES

We aspire to have as minimal

impact on the environment as

possible. We are proud to have

Forest Stewardship Council (FSC)

accreditation for our boxes and

labels, this means they come from

a sustainable and fair trade source.

Ink used in printing our packaging

is plant based, containing no

chemical toxins or poisons.

All packaging and bottles are

100% recyclable and consist of

aluminum, glass and

recyclable plastic.

REAL INGREDIENTS.

REAL RESULTS.

All of our formulations are created with

both the skin and environment in mind,

all ingredients are eco-friendly and do not

have a negative impact on the microbiome

of the skin or the environment.

Prologic prides itself on ethical processes,

a 100% vegan skin care product that stands

behind absolutely no animal testing.

We work with suppliers that also believe

in being ethical companies. Doing the

best by their brand, business, staff

and customers.

Image by Monique Forbes

@stylist_monique @aboutfacenz

Get results the natural way!

www.prologicskincare.com.au | @prologicskincare_aus


INDUSTRY NEWS

INDUSTR

ULTRACEUTICALS EXPANDS INTO THE US MARKET

Ultraceuticals Skincare is proud

to announce the launch of its

award-winning, cosmeceutical,

high-performance and not tested

on animals skincare brand in

the United States. Founded in

1998 by cosmetic physician Dr.

Geoffrey Heber, Ultraceuticals

was created out of a passion for

innovation in the cosmeceutical

arena and the desire to produce

effective skincare for consumers

while simultaneously supporting

estheticians to deliver the highest

level of care.

Dr. Heber leads a team of

Australian chemists, charged with

the goal of formulating potent and

effective cosmeceutical skincare

that is panel tested and shown to

deliver efficacious results. Using

a combination of sophisticated,

patented delivery systems and potent anti-aging superstars like Vitamin A,

Vitamin C and Alpha Hydroxy Acids AHAs, each product is developed for

optimal efficacy.

“Our mission is to empower everyone we touch around the world with real

skincare and life-changing results all formulated in our Australian labs,” says

Dr. Heber, Founder. “We have been looking forward to launching in the U.S.

market for some time now and are excited to finally introduce Ultraceuticals to

the U.S. consumer seeking high performance skincare that delivers real visible

results.”

Under the leadership of Karen Wilkin-Donachie, CEO and beauty industry

veteran in the U.S, Ultraceuticals has assembled a team of U.S. distributors

nationwide that will carry and distribute the product range in the medi-spa and

salon/spa channel of distribution. Ultraceuticals products will also be available

direct to consumer via the Ultraceuticals website.

“We operate an omnichannel business model which means our relationships

are the most important aspect of our business,” says Wilkin-Donachie. “True

partnership is the cornerstone of our mission - including our relationship with

the consumer, esthetician, and distributors. This truly came to light during

Covid-19 when we united to pivot our strategy to address the pandemic.

BOOST LAB PARTNER

WITH ADORE BEAUTY

Australian serum specialists,

BOOST LAB, has today

launched its eCommerce and

distribution partnership with

online beauty destination: Adore

Beauty.

Beauty lovers can now selfselect

and purchase BOOST

LAB’s targeted range of single

focus treatment serums based

on their skin concerns, directly

from one of Australia’s fastest

growing online beauty retailers.

Adore Beauty, which recently

listed on the ASX as ABY,

welcomes the acquisition with

Danielle Chee, Senior Category

Manager - Skincare & Wellness

commenting:

“We are pleased to have

BOOST LAB join our esteemed

family of brands to service our growing database of discerning beauty

customers. In recent years, a spotlight has been shone on Australian beauty

brands for the unique way in which they uphold quality formulations, function

and performance, wrapped up in fun, approachable and attainable ways” says

Chee.

“BOOST LAB maintains this calibre and speaks very much to our core

skincare customer that is more ingredients-focused and active skincare-led.

We are proud to partner with fellow Australian businesses such as BOOST

LAB, supporting us in our journey to reinforce that beauty is attainable for all,

judgement-free and entirely individualistic, and most importantly: that everyone

has the right to great skin!” she adds.

The announcement comes less than six months on market for BOOST LAB,

with the brand rapidly powering forward.

WRINKLE SCHMINKLES GETS

A NEW LOOK.

Launched by Gabrielle

Requena in 2014 when

she saw a gap in the

market for a non-invasive

solution to chest wrinkles

and discovered the

efficacy of 100% Medical

Grade Silicone, Wrinkles

Schminkles has been a

quiet achiever with a steady

upward trajectory. 100%

Aussie-owned and selffunded

by Requena, the

brand is on track to increase

growth over 100% for the

fourth year running, appearing on TV shopping networks in North America, the

UK, Russia in addition to securing a coveted regular spot on TV Shopping in

Australia, and now has warehouses and/or distribution in Sydney, NZ, Texas,

Canada and London to service the brands expanding global markets which

currently includes 40 countries.

“We’ve experienced exponential growth here in Australia as well as overseas,

but being an Aussie brand, domestic retail continues to be an important focus

for us. We had such strong belief in the efficacy of our Silicone Patches, we

initially led with the product itself and let the ensuing consumer response

drive the business. Given our growth and in response to our retail partners’

feedback, we now recognise the need to refresh the brands positioning with a

more contemporary look and feel, while also clearly expressing the credibility

and product benefits to the in-store shopper”.

The new contemporary clear resealable pouch enables the customer to see

the product, better understand the concept and ‘experience the actual product

on shelf in addition to a new “storage” card with instructions for optimal use

and longevity.

MESOESTETIC INTRODUCES ITS NEW BRAND IMAGE

mesoestetic, a world leader of the medical cosmetics and cosmetic medicine

industry, continues to grow as a brand and as a company.

mesoestetic was born 35 years ago with the concept of creating effective and

innovative solutions for professionals in the medical-cosmetic industry. Today,

it has developed products and treatments that have become icons of the

20 Beauty Biz Year 14 Issue 1


Y NEWS INDUSTRY NEWS

industry worldwide.

Once again, mesoestetic looks to the future and is established as a benchmark

trusted by the most exacting professionals and consumers all over the world.

The pharmaceutical company continues to build its brand and has introduced

the evolution of its visual identity worldwide, associated with a new tagline that

covers its core values and positions the company as scientists servicing the

world of beauty: ‘the element for skincare experts’.

mesoestetic is committed to innovation, building on its strengths. This visual

evolution marks the starting point for the company’s new direction, continuing

to be a benchmark in the aesthetic industry. “Even in the current socialeconomic

context, we continue to grow and are committed to such an exciting

project in which we have been working on since June 2019”, Joan Carles Font,

founder and executive director of mesoestetic, assures.

With the new tagline ‘the element for skincare experts’, mesoestetic is

positioned as the essential element for skin care, adding value to the research

and medical expertise as the future of beauty. “We exist to provide scientific

rigour to the professional cosmetics and cosmetic medicine industry, and to

meet the needs of the most exacting professionals and consumers. Therefore,

today we redefine our global image, through which we can show the world all

that we are”, Fernando González, Marketing Director of mesoestetic, explains.

The visual identity of mesoestetic has evolved to connect with its customers

and consumers across five continents. This new image will also involve

restructuring the portfolio, with the purpose of organising products based

on their use and indication. Changes in product packaging will take effect

throughout this year starting with new launches and then updating the existing

portfolio.

As well as introducing the packaging changes, mesoestetic will continue to

support medical and aesthetic clinics, by providing new and updated materials

to assist in promoting their products and treatments.

Practices certificate to cosmetic manufact¬urers. Since January 12, 2021, the

ANSM has created a platform to download the documents necessary to receive

this certificate, which reportedly allows all French cosmetic manufacturers to

export products to China without being animal tested upon arrival.

Most multinational corporations have factories set up in China but the animal

testing requirements for other foreign beauty players have kept companies

from exporting directly to the country; until now. Often, cruelty-free companies

have opted to sell products to Chinese consumers via e-commerce websites.

Reportedly, this is because pre- and post-marketing testing requirements in

China have not applied to beauty products ordered by consumers through a

e-commerce websites if the site itself and fulfilment locations were outside of

mainland China, and if the products were sent directly to a consumer in China.

“We are delighted with this progress, which rewards several years of efforts

made with the Chinese authorities,” said Patrick O’Quin, president the

Fédération des Entreprises de la Beauté (FEBEA), France has become first

country in the, in a statement from the report. “The cosmetic industry is the only

one in Europe to have completely banned animal testing and we are happy to

continue changing regulations in other parts of the world. This agreement will

also allow French cosmetic companies to export more fluidly and quickly to

China. This country is now our second-largest trading partner.”

GOOGLE SEARCH DATA REVEALS BIGGEST BEAUTY

TRENDS.

EUROPE TO START ‘ORDINARY’ COSMETICS EXPORTS TO

CHINA WITHOUT ANIMAL TESTING.

France has become the first country to sign a trade deal with Chine to begin

exporting of “ordinary costics’ including shower gels, shampoo and body lotion,

without its normal mandatory animal testing. The Fédération des Entreprises

de la Beauté (FEBEA) in France said that “in order to bypass this criterion,

companies worldwide must present a certificate to approved authorities in

China that states the company is conforming to Good Manufacturing Practices,

in addition to product safety assessments.” Companies that fulfil this criteria for

importing “ordinary” cosmetics no longer require animal testing for eye and skin

irritation in Chinese laboratories. According to reports, “ordinary” cosmetics

make up the majority of personal care products imported into China, versus

special cosmetics such as hair and skin coloring products, permanent wave

products, sun protection, anti-hair loss and children’s products.

Global cosmetic companies and health authorities have attempted to introduce

alternatives to animal testing to Chinese authorities, as animal testing has been

banned in the EU since 2009.

Since June 2014, certain cosmetic products such as shampoos, shower gels

and makeup manufactured and marketed in China no longer required animal

testing, although domestic special-use products and all imported cosmetic

products still mandated it.

In France, the Agence Nationale de Sécurité du Médicament, or National

Agency for Medicines Safety (ANSM), can issue the Good Manufacturing

The origins of skincare and cosmetics can be traced back thousands of years

to Ancient Egypt, and throughout the centuries that have since passed, beauty

trends have continued to evolve.

From winged eyeliner and beehive hairdos to ultra-thin eyebrows and brown

lipstick, some have yo-yoed in and out of the beauty scene over the years,

while others remain firmly on the agenda – in fact, false lashes have been

en vogue since 1899. The Body Shop analysed online search data from 64

countries and identified the Top Global Beauty Trends.

Over half of the biggest global beauty trends focused on hair with search terms

‘short hair styles’, ‘boycut hairstyles’ and ‘microblading’ topping the global list.

Other top beauty terms searched included ‘Botox’, ‘eyelash extensions’ &

‘eyebrow threading’.

In Australia, the top 10 list also reflected global trends towards shorter haircuts,

with the inclusion of ‘eyebrow tinting’, ‘spray tans’ and ‘how to treat cellulite’ for

the Beauty & Aesthetics industry.

In cosmetics, search term ‘natural makeup’ sees 57k global Google searches

per month. Rosy cheeks are bang on trend as well with ‘pink blush’ seeing 95k

monthly searches around the world. Meanwhile, ‘bronzer’ is close behind with

93k monthly Google searches worldwide.

Eyebrow grooming continues to dominate top searched trend lists worldwide.

In fact, ‘eyebrow threading’ receives 312k monthly searches, and eyebrow

related beauty searches make up a third of the Top 10 Most-Googled Beauty

Trends in the US.

CONTINUED OVER PAGE

Beauty Biz Year 14 Issue 1 21


INDUSTRY NEWS

INDUSTR

AUSSIE FACE HALO EXPLODES ONTO US MARKET.

Face Halo, the award-winning reusable make-up remover made from HaloTech

fibres, have secured a full store roll out into 1246 ULTA stores across the USA

as well as placement in the ‘impulse section’ in all stores.

The pioneering, sustainable beauty brand launched back in 2017 from Perthbased

founder Lizzy Pike. From humble beginnings, to a now successful,

global business used by celebrities worldwide (such as Naomi Watts, Chloe

Morello and Jess Glynne). Using only water, Face Halo traps and removes

makeup for a deep clean and gentle exfoliation. Face Halo’s makeup remover

is dual-sided and reusable for up to 200 machine washes, replacing up to 500

traditional makeup wipes.

The US expansion is expected to grow global Face Halo sales by over 20

per cent and as ULTA will be ranging the full product range, this makes it the

largest deal that Face Halo has achieved to date since the brand launched just

over 3 years ago. The head-to-toe Face Halo Sustainable System will now be

available in over 10,000 stores globally with the brand having also secured

further iconic international retail partners in the past 6 months including

Douglas Germany, Zalando in the EU, Rite Aid, Kohl’s, The Hut Group - USA,

Superdrug, John Lewis Partnership, Cult Beauty - UK and Indigo, Holt Renfrew

in Canada.

“Whilst Face Halo has achieved international success in the UK and Australia,

launching into 1200+ ULTA stores is an extremely exciting prospect. Unlike

their British and Australian counterparts, US consumers are only at the start of

their sustainability journey, so we are looking forward to changing the American

beauty landscape and positioning Face Halo as the frontrunner and champion

of the Conscious Beauty movement”. said Co-Founder of Face Halo, Lizzy

Pike

CPCA PUSH CRACKDOWN ON REGULATED LASERS.

of regulation, with Queensland’s being the strictest, our two most populated

cities, Sydney and Melbourne, have no regulation at all. However, as CPCA

President, Dr Michael Molton points out, even in the states where regulation

exists, the actual enforcement of those regulations is often lacking.

In Australia, there are a wide range of practitioners performing cosmetic

medicine procedures, with different degrees of training and experience,

education and understanding and unfortunately, this means there is a wide

discrepancy in skill levels and the undertaking of responsibility.

Registered healthcare professionals are tightly bound by the Australian

Health Practitioner Regulation Agency (AHPRA) and the Therapeutic Goods

Administration (TGA) that enforce strict standards of advertising and procedure.

Those that are not governed by the same regulations, such as the type of

non- medical personnel highlighted in last night’s program, have the freedom to

advertise and effectively lure members of the public in a more enticing manner,

without having to disclose their level of training and expertise.

As with all technology, performing laser treatments in a manner that ensures

patient safety involves a steep learning curve. However, at this time, all that’s

required is adequate money to purchase the laser device and set-up shop. The

CPCA believes this is incubating an environment where untrained operators

are in fact, experimenting on unsuspecting members of the public, while they

hone their skills.

“The patient visits a practitioner in good faith, and they have every right to

believe they are being treated by an experienced professional,” said Dr Molton.

Moving forward, the CPCA aims to work together with industry bodies in a

collaborative manner to lobby for the Australian Radiation Protection and

Nuclear Safety Agency (ARPANSA) to act quickly on this matter, as national

regulation and enforcement of these regulations is well overdue.

NEW DATES ANNOUNCED FOR BEAUTY EXPO ONLINE

AND BEAUTY EXPO

AUSTRALIA

After a whirlwind of a year

in 2020, we are delighted

to announce the Reed

Exhibitions are back this

year with two beauty events.

Beauty Expo Online on

the 22-24 March and the

physical event Beauty

Expo Australia on the 28-29

August. With Beauty Expo

helping to shape the future

of Australian beauty trends,

innovations and product

offerings for almost two decades, Reed Exhibitions are excited to bring you

even more over the course of this year.

With exceptional artists and leaders speaking at one or both of these events,

product launches, competitions and more, Stay tuned for more information as

it is released.

www.beautyexpoaustralia.com.au

The Cosmetic Physicians College of Australasia (CPCA) has long been an

avid advocate for patient safety, especially with regards to unregulated laser

use in Australia. For many years, the CPCA has been lobbying industry bodies

about this very subject with the aim that uniform, national laser regulation be

introduced.

Currently the regulations governing the use of lasers among states and

territories vary significantly, ranging from minimal state regulations to none

at all. While, Queensland, Tasmania and Western Australia have some form

THE AESTHETIC BEAUTY

INDUSTRY COUNCIL

The new Aesthetic Beauty Industry

Council is working hard behind the

scenes with a plethora of experienced

board members and a plan to exist for

the purpose of providing an authentic,

ethical, accessible and supportive

organisation for the betterment of

the professional standards, working

practices and unity of the salon, clinic

and spa industry.

The Aesthetic & Beauty Industry Council has been established based on a set

of values which reflect the relevance and internal behaviours of an industry

association, which are:-

● Listen to members

● Respond to industry needs

● Represent small business with a large voice

22 Beauty Biz Year 14 Issue 1


Y NEWS INDUSTRY NEWS

● Show fairness, respect & honesty in all that they do.

For the last 9 months, the Board has met weekly to understand the needs

of the Australian industry and together, build the ABIC as a Not For Profily

Association.

Beauty Biz will be nringing you an in depth look at the New ABIC in our next

issue, but for now, to register interest for more info please visit

https://theabic.org.au/

DERMAENERGY UNVEILS

FRESH LOOK, IMPROVED

FORMULAS AND NEW

CREAM CLEANSER

Australian cosmeceutical skincare

line Dermaenergy has revealed

a sleek new look that reflects a

growing level of sophistication in

their youth-oriented White Label

range. Since launching in 2017 to

cater to the millennial market, White

Label has become synonymous with

price-competitive, serious skincare

delivered with a light-hearted, tonguein-cheek

touch. However, the original

formulas – while popular – were not

perfect. And this just wasn’t part of

the plan for Dermaenergy founder,

Sean Abel.

Putting his money where his mouth

is, Abel went back to skincare school

to obtain his cosmetic chemist qualifications, and he is now involved in the

formulation of each product – from inception to delivery. Not satisfied with

‘good enough’, he’s gone back to the drawing board to ensure each of the

original Dermaenergy White Label products now deliver the very best results

possible at the same wallet-friendly price point.

To better reflect the sophistication of the new, improved formulas, Abel also

went back to the drawing board on design. The result, released this week, is

a more refined, pared-back appearance for Dermaenergy White Label. While

some things have changed, the bold colours and sense of fun remain – with the

popular product names (Solution From Pollution, Filthy Rich, Shed The Dead

et al) here for the long haul.

Also new in Dermaenergy White Label world in February is the arrival of

the new Cream Clean Cleanse. Formulated with mild, non-ionic surfactants

that won’t strip or irritate a fragile complexion, this creamy, dreamy cleanser

delivers a gentle yet effective clean for normal-to-dry sensitive skin. Ideal for

use on clients post peel, laser or dermabrasion, the luxurious Cream Clean

Cleanse soothes with licorice and ginger, while ATP energises and a trio of

nourishing oils and mango seed butter hydrate skin and boost natural radiance.

Rich in essential fatty acids, with antioxidant and anti-inflammatory properties,

sweet almond, argan and avocado oils restore moisture and reduce

irritation for smooth, soft, supple results. Suited

for morning and/or evening use, the Cream

Clean Cleanse can be used with or without water to remove makeup, dirt and

grime. It’s also the ideal second step in a double cleansing routine for heavy

makeup wearers with dry or sensitive skin.

Thanks to a fresh look, improved formulas and a new product in the mix, the

time is right to introduce, or reintroduce, Dermaenergy White Label to your 18-

40s clients. Or, for more mature clients with more complex skin conditions and

a taste for luxury, look to the premium, highly active Black Label line.

www.dermaenergy.com.au

PROFESSIONAL &

SELF-TANNING

» Natural ingredients

» 13 different formulas

» Exclusive powerful bronzers

» Cool Ash, Caramel and Violet bases

» Free from sulphates and parabens

» Organic, 100% Natural DHA and Erythrulose

» Aloe Vera, Kakadu Plum and Skin Firming Centella

» Cruelty Free & Vegan Friendly

» Australian Made

new!

ULTRA

DARK

BRONZING

LOTION

MADE IN AUSTRALIA | NATURALLOOK.COM.AU | INFO@ARTAV.COM.AU | +61 8 8300 1999 |

NATURAL Beauty Biz LOOK Year 14 Issue AUSTRALIA

1 23


COVER STORY

A NEW APPROACH TO

MICRONEEDLING FOR

ULTIMATE RESULTS

Want to achieve the best microneedling results for your patients? Needling the skin

with the original and trusted Dermapen is only one piece of the puzzle.

While it may be beneficial on its own, you

won’t see the same dramatic rejuvenation

possible when supporting the skin with a

synergistic approach.

You need to do a few vital things to get the kind

of results patients rave about. (Money can’t buy

that kind of word-of-mouth marketing for your

clinic.)

We’re revealing the secrets behind the success

of Dermapen Treatments so you can enhance

your microneedling procedures and grow your

business.

Dermapen Treatments: A Synergy of

Solutions

Synergy, noun: the interaction of elements that,

when combined, produce a total effect that is

greater than the sum of the individual elements.

Dermapen Treatments are a holistic solution

that encompasses every aspect of the skin’s

microneedling journey, backed by rigorous

testing and outstanding microneedling results.

We’re so proud to be launching our synergy of

solutions to the market, representing a new era

in microneedling.

What You Can Achieve

A Dermapen Treatment is the answer to your

patients’ multiple skin concerns.

Want to minimise melasma, target a breakout,

and erase crow’s feet? No problem. Perhaps

your patient has started to notice some fine lines

and unwelcome age spots. Now you can banish

them simultaneously for a long-lasting, agedefying

radiance.

Dermapen Treatments can effectively reduce

the appearance of:

• Fine lines & wrinkles

• Ageing/sun-damaged skin

• Acne

• Scarring

• Stretch marks

• Rosacea

• Hair loss

• Pigmentation

• Enlarged pores

• Unwanted tattoos

What’s more, it’s suitable for all skin types on

the Fitzpatrick scale. Even darker tones, which

can be at risk of hypopigmentation with other

procedures such as laser, can be microneedled

effectively.

Open your business up to a bigger market

segment by helping more people achieve a

flawless complexion.

How Dermapen Treatments Work

For years DermapenWorld has been endorsed

by leading aestheticians and doctors around the

world for our superior products and devices. We

know skin miracles occur when the right products

are used together, in the right order, at the right

time.

Dermapen Treatments take the guesswork out of

microneedling. Today we’re giving you a sneak

peek at the 4-step journey to sensational skin,

without confusion, pain, or risks.

Step 1: Clinical Consultation

Most people choose microneedling because they

want to rewrite their skin’s history and achieve

a flawless complexion. The last thing you want

is to inflict scars, trauma and inflammation.

Using cheap solutions could end up costing your

practice dearly.

As a DermapenWorld Authorised Treatment

Provider (affectionately known as our ATP) you’ll

be trained and fully supported with our soughtafter

gold-standard Protocols.

Your patients—and your practice—deserves

the very best. And thanks to DermapenWorld

Protocols, you’ll be able to perform procedures

and talk about the technology with full confidence.

Set Your Skin Goals Together

There’s nothing more frustrating than having your

hard work undone by patients that don’t comply

with your advice. The consultation is the perfect

moment to get clear with your patients about

the roles both of you play in their Dermapen

Treatment.

What your patients expect from you:

• Fully qualified and highly trained.

• Provides the very best procedures using an

original Dermapen.

• Uses the NON-NEGOTIABLES when

microneedling—Dp Dermaceuticals.

• Provides a sterile environment.

• Provides a personalised prescription of Dp

Dermaceuticals for home care.

What to expect from your patients:

• Follows prescribed microneedling pre- and

post-care vigilantly.

• Boosts results with synergistic home

procedures, such as Dp Dermaceuticals

L.E.D. Light Therapy Masks, 3D

Sculptured Sheet Masks and at-home

microneedling top-ups using the Dermapen

HOME.

24 Beauty Biz Year 14 Issue 1


Step 2: Prepare the Skin

Send your patients home with a prescription

of the right products to prepare their skin. The

way skin is treated before, during, and after

microneedling is critical to effectiveness and

comfort of a procedure.

The Dp Dermaceuticals range has every

product necessary for you to design custom

routines for individual skin concerns.

Cleanse & Exfoliate: Our cleansers remove

surface impurities such as makeup or

environmental residue while the exfoliator gets

deeper into the pores, without being harsh or

abrasive.

Serums: Often gel-like in consistency, serums

can reach the deeper layers of skin to promote

regeneration.

Correct: Is your client battling acne scars,

pigmentation or wrinkles? Help erase their

personal skin indications with a corrector.

Moisturise: Keep hydration levels topped up

while also shielding the skin from environmental

impurities.

Protect: Offer your patients the most effective

level of sun protection for the skin, while

camouflaging any blemishes or redness. Our

revolutionary product COVER RECOVER also

contains actives for a comforting and cooling

sensation.

Masks: Drench skin in intensive and luxurious

Hyaluronic Acid or proven brightening actives

immediately after a procedure and once a week.

Each product contains carefully selected actives

at a strength proven to be most effective. Our

revolutionary HylaFuse Complex encapsulates

the actives and delivers them to targeted skin

layers—for up to 8 hours after application.

Step 3: Clinical Procedure

Dermapen 4

Our Authorised Treatment Providers are the

only people authorised to use our world-class

professional Dermapens. The Dermapen 4

is the latest device to hit the market, and it’s

unmatched in terms of both microneedling

results and comfort.

If patients are reluctant about any pain they might

experience, we highly recommend the Dermapen

4. Patients have compared the sensation to that

of a light abrasion gliding over the skin. It’s so

comfortable that we don’t recommend using any

numbing cream.

This comfort level is extraordinary, considering

that the device can create up to 1,920

rejuvenating microchannels per second in the

skin. That’s 104% faster than other devices on

the market.

Add to that a dedicated scar setting, fully

automated technology, inbuilt anticontamination

management functionality (it stops any backflow

of fluid into the device); it’s a clear market leader.

Meso-Glide Serums

Whatever you put on your patient’s skin

immediately before or after a microneedling

procedure will go in. Needling in the wrong

products can irrevocably damage their skin—and

with it, your reputation.

That’s why we support our ATPs with the

knowledge and tools necessary to conduct safe

procedures.

Hyaluronic Acid and microneedling go handin-hand.

But not all HA is created equal; the

molecules have to be small enough to penetrate

deep into the skin.

Our signature HA formulation is called HylaFuse,

and it contains 3 different sized molecules to target

3 levels of the skin. The very smallest molecules

travel deep to release potent active ingredients.

We have several different Meso-Glide serums

which must be used while microneedling at home

or in a clinic setting.

- MG-Collection, a professionals-only range

with 2 products that contain a potent strength

of 35 mg/ml of pure HylaFuse Hyaluronic Acid.

- HYLA ACTIVE, our signature HA serum that

provides intense hydration and comfort to the

skin.

- A combination of these formulations with other

serums such as BRITE LITE or even P.R.P.

and Botulinum Toxin.

- Any of our other targeted serums that contain

HylaFuse.

Microneedling Aftercare

Immediately following a Dermapen microneedling

procedure, the skin should be instantly cooled,

calmed and nourished with one of our Dp

Dermaceuticals 3D Sculptured Face Masks.

The skin is securely wrapped in moisture while

absorbing potent actives through the newly

created microchannels. (Patients often tell us this

is their favourite part of a Dermapen Treatment.)

Next comes the miracle product COVER

RECOVER that both covers up any signs of

redness and soothes and calms feelings of heat

and even protects the skin from the sun’s harmful

rays.

When you follow our Protocols precisely,

Dermapen Treatments are considered a

“lunchtime” procedure as there’s minimal

microneedling downtime. Your patients are free to

get on with the rest of their day.

Step 4: The Home Prescription

Your patients will get better results if they

support their skin’s journey at home. Be the

one to provide them with everything they need

so they don’t resort to scouring the Internet for

(sometimes misleading) advice.

Our Starter Kits contain the microneedling

aftercare essentials. As the skin undergoes the

proliferation phase dryness can occur, so your

patients need to understand how to support their

skin during this phase to achieve the ultimate

transformation.

Microneedling at Home

The Dermapen HOME is not a replacement

for a professional procedure, as it targets the

skin’s superficial layer. Instead, it’s a fantastic

device for the microneedling enthusiast looking

to complement clinical procedures for a nextlevel

glow. (Once they see those incredible

microneedling results, they’ll never look back!)

Dermapen HOME has been proven to visibly

support professional procedures in reducing

the appearance of wrinkles, pigmentation,

problematic skin including acne, open pores,

uneven skin texture, and rosacea.

Microneedling with Dp Dermceuticals serums at

home makes sure those transformational actives

are getting to the ideal skin depths for a smooth,

radiant complexion.

Are You Ready to Make a Change?

It’s no good having a top of the range device if

you’re needling in products that are unsterile or

unsuitable for infusion. Likewise, using superior

creams and serums can only take you so far and

won’t protect you from blunt needles, dangerous

depths, or an unsterile procedural environment.

By adhering to DermapenWorld’s Synergy of

Solutions, you can feel confident in achieving

ultimate results for your patients and practice.

With over 3 million Dermapen Treatments

performed worldwide and counting, it’s safe to

say more and more people are embracing the

DermapenWorld difference.

We’re always on the lookout for forwardthinking

clinics and aestheticians to join us.

Would you like to become a DermapenWorld

Authorised Treatment Provider?

Visit www.DermapenWorld.com

Beauty Biz Year 14 Issue 1 25


SALON FEATURE

A LIFELONG PASSION TO BE

Simply Elegant

With an impressive 34 awards to her name (including ABIA awards), Cherie Tippett of Simply

Elegant on Brisbane’s north side, is one inspiring clinic owner. With the business celebrating

its 31st birthday, and being under Cherie’s ownership for 18 years, she has turned a lifelong

passion for our industry and her entrepreneurial spirit into a multi-award winning Medi Spa

boasting over 7 treatments rooms and the latest in anti-aging technologies.

Cherie shares her journey in business, the

secret to her success and the changes she’s

had to make over her 18 years in business

to thrive in an ever-changing industry

landscape.

CAN YOU TELL US ABOUT YOURSELF

AND HOW YOU FIRST GOT INTO THE

INDUSTRY?

I always had a keen interest in Beauty Therapy

and after completing year 12, I went on to study.

I always wanted to have my own business and

I realised early on in my career that building a

business based on my passion would be the

key motivator to not only launching my business

but would also make it easier to push through

tough challenges to long-term success. I never

altered my career path; it was always going to be

working towards my passion of owning my own

salon. It took many years of hard work, study,

developing my beauty therapy skills, attending

small business management courses, till finally I

was ready to take the leap into salon ownership

Simply Elegant. By surrounding myself with

others who share my vision the business has

flourished

26 Beauty Biz Year 14 Issue 1

WHAT INSPIRED YOU MOST ABOUT

THE INDUSTRY?

The feeling of being able to nurture my blients

and my staff, so that they can achieve their goals.

At Simply Elegant it is passion, shared, purpose,

and values that hold us true to the course, and

creates the group dynamics to maximise the

energy and commitment of our team These

ideals that are reflected in our “Clients Excellence

Policy” to achieve and exceed our client’s

expectations in the care, quality, and results of

their Simply Elegant experience.

WHAT ARE SOME OF THE

CHALLENGES YOU HAVE HAD TO

FACE GROWING YOUR BUSINESS

OVER THE YEARS?

We have had lots of challenges over the years.

The most recent was the lockdown in 2020.

During this time, it was all the unknown. We took

this time to reassess our processes and systems

so when we were able to reopen, we could put

the new processes in place.

HOW HAS YOUR BUSINESS EVOLVED

AND CHANGED OVER THE YEARS?

When we purchased Simply Elegant, it only

had just 3 treatment rooms. My vision was

bigger and we have now grown the salon to 7

treatment rooms, a spray tan room, a manicure

room, a makeup room, a locker room along with

changing rooms and a pedicure lounge. Simply

Elegant consists of 2 areas Simply Elegant and

Simply Elegant Gold Class. Simply Elegant Gold

Class is for Clients that are wanting a luxury

beauty experience.

HOW MANY THERAPISTS DO YOU

HAVE ON YOUR TEAM AND HOW

DID YOU GO ABOUT GROWING

AND MANAGING YOUR TEAM?

Our Team of 5 care for our Clients. To ensure

our Clients of the absolute best we have a very

rigorous recruiting process to evaluate, assess

and hire the best therapists available. From

their first interview they are made familiar to Our

Vision and Passion for the business and our

industry. By refining this process over the years,

we have been able to develop a team of long-


term, reliable, and expert team of professionals.

We value not only their skills but also their

willingness to work as a supportive cohesive

team

CAN YOU TAKE US THROUGH THE

BRANDS YOU STOCKED AND THE

PROCESS YOU WENT THROUGH

CHOOSING THE BRANDS TO HELP

CARE FOR YOUR GUESTS?

We stock Germaine De Cappuccino, Pevonia

and Dermalogica Skincare. A lot of research

goes into choosing Skincare for our business.

Our clientele puts a lot of trust in us and the

skincare must deliver results. The 3 different

skincare brands give our clients choice. When

choosing our brands there are 3 important

things we consider, must deliver results, must be

100%+ markup and ongoing up to date training

for our team.

WHAT KEY CHANGES HAVE YOU

FOUND IN YOUR HIRING PROCESSES

AND STAFFING NOW COMPARED TO

WHEN YOU FIRST STARTED?

We require more commitment now from our

Team. We look for experience, knowledge,

commitment and passion.

WHAT ARE SOME OF THE CHANGES

YOU HAVE NOTICED IN CONSUMER

TRENDS IN YOUR OWN CLINIC

SINCE YOU FIRST OPENED?

It is no longer just pampering. Our Clients

want results and we need to ensure we deliver.

When we first began it was all about 2 hours of

pampering and now our Clients are with us for a

30-minute results skin treatment. Majority of our

Clients invest in skin treatment programs and are

very diligent with their prescribed home care.

HOW HAS TECHNOLOGY SHAPED

YOUR BUSINESS?

Technology has completely transformed our

business with the high performance results

provided to our Clients and the massive increase

to our revenue. We were very fortunate to align

ourselves with The Global Beauty Group. They

continually keep us up to date on the consumer

trends and cutting-edge technology.

WHAT INSPIRED YOUR CHOICE

TO TAKE A DEEP DIVE INTO ONE

LOCATION AS OPPOSED TO

DIVERSIFYING AND OPENING

ANOTHER LOCATION/S?

We are very happy with the one location. It is a

central and professional location. We can put all

of energy into making Simply Elegant the best it

can be.

HOW WAS 2020 FOR YOU, YOUR

BUSINESS AND YOUR TEAM AND

WHAT REFLECTIONS HAVE YOU HAD

ABOUT ‘THE YEAR THAT WAS’’ AND

WHERE TO FROM HERE’?

2020 ended up a great year for us on many levels

including financially. Although It was a very

unknown year, it allowed us to stretch and grow.

Our planned marketing strategies had to be

rejigged and recalibrated to be able to deliver the

results we optimum results wanted regardless of

the circumstances. One thing we really noted

once the support we received from our partners/

suppliers but most importantly the loyalty we

received from our valued Clients.

CONGRATULATIONS ON YOUR

AWARDS HAUL FOR 2020. CAN YOU

TELL US MORE ABOUT THOSE?

We were very honoured and excited to receive

the accolade ABIA Salon of the Year QLD (5

treatment rooms or more) and Best Beauty

Salon - GLOBALLY from The World Luxury

Spa Awards. These awards honour the best of

the best, created to recognise, and commend

the most outstanding Beauty Salon for their

outstanding efforts The winner presents the

highest-quality standards and professionalism

setting a benchmark for the industry. These

accolades were an amazing achievement for the

entire Simply Elegant team. It also confirmed to

our existing Clients that they have chosen the

right Salon and welcomed a lot of new Clients.

It created a different feel and buzz in the Salon.

The Simply Elegant Team and Clients are still

excited and honoured by these accolades.

WHAT’S NEXT FOR SIMPLY ELEGANT

IN 2021?

I work very close with our amazing business

coach, Caroline Nelson which I have done for

many years. Caroline is the best in the business,

and we are extremely lucky to have her as part of

our Team. Caroline sees things that I don’t see,

so I am very sure there will be lots more installed

for Simply Elegant. Caroline pushing me beyond

my limits.

We are in the process of introducing a unique

Australian made range. We felt stocking at least

one Australian Made skin care range would be a

good move, it would save the energy that is used

to transport products via planes, trucks, and ships

that contributes to global warming and unhealthy

air quality. In addition, buying Australian-made

means the money stays within and generates

more income for the national economy.

Visit www.simplyelegant.com.au to learn

more about Cherie and her team.

Beauty Biz Year 14 Issue 1 27


SALON FEATURE

MOVING ON,

UP & OUT!

James Vivian and his skin-obsessed team took the grand leap of

faith in the midst of the pandemic to up root the business from it’

current digs to a new home in swanky Melbourne suburb, Toorak.

If anyone knows the power of good skincare, it’s

James Vivian. In 2004, a facial literally changed his

life, inspiring him to swap a career in music for one in

Dermal Therapies.

Determined to share the feel-good effects of amazing skincare,

James launched award-winning mobile dermal therapies

clinic, The Travelling Peelsman, in 2010. Arriving at homes

and offices in a Mini and armed with his bag of tricks, James

quickly earned a loyal following with his holistic approach to

skincare, intuitive expertise and genuine commitment to his

clients.

Word spread and as client numbers grew, The Travelling

Peelsman stopped travelling and set up a clinic in

Melbourne’s eastern suburbs, joined by a carefully

selected team of experienced therapists.

Dubbed a skincare luminary, James’s dedication, care

and innate understanding of the links between skin,

mind, body and environment flow through his clinics,

making each visit an experience that goes far beyond

skincare.

A defining driver to the success of James and his team

of degree-qualified Therapists is their ability to take

time to understand their clients, and their skin, before

creating personalised treatment and homecare plans

that work with their lifestyle, resources and goals.

The James Vivian approach is holistic, proven and

commitment to unwavering excellence in customer

care, which saw the team take out both the State (Vic,

SA, Tas) and National ABIA 2020 Winners of Salon Spa

of the Year 4 treatment rooms or less.

28 Beauty Biz Year 14 Issue 1


Sustainability is also vital part of daily life, and proudly

the team took out the 2019 ABIA for Best Eco Salon of

the Year.

Now, after more than a decade of delivering tailor-made

dermal therapy solutions, James Vivan is on the move.

The space, nestled in a cosy corner just off Toorak Village,

perfectly fuses James’ passion for serious skincare with

his love for interiors, art and entertaining.

With eclectic accents of lighting, art and considered

touches to remind all of home, we are thrilled to introduce

you to the new place great skin now lives.

Each of the four treatment rooms have been designed to

be overly comforting, generous in size and engulfed in

tones intended to calm.

For those joining JV for a Dermal Therapy treatment,

which may induce some heat or stimulation, soft elements

by the likes of Jardan, as well as moody light, will help

dismantle any unease.

“The lighting throughout is dark and moody, just like me!”

Vivian explains. “I had been searching for a new space

for over 2 years when the opportunity to take over this

particular business was presented.”

Formerly known as Code M Skincare and headed up by

none other than James’ skin mentor Maria Vovos, the

choice was a resounding “Yes!” when approached with

the handover.

“I had admired and visited what is our new home for nearly

10 years. I willnever forget when I first entered the space

and thought I would love to create something like this one

day. It was such a simple design and layout; however,

every fixture and all materials were selected carefully and

are of the highest quality” explained Vivian.

“Fast forward 10-years and I am still pinching myself that

this is the new home of James Vivian. Though our own

furniture, artwork and style we’ve completely changed the

mood and aesthetic and put our ‘James Vivian’ stamp on

it. There is a smoking lounge, (that is obviously fake!),

and clients love to take a photos of themselves having

a faux-fag.”

“Our clients have really enjoyed getting to know the space

also. They comment that whilst our previous space was

lovely, this is ’next level’. And to them I say, ‘Only the best

for our clients’.”

Beauty Biz Year 14 Issue 1 29


SALON FEATURE

A CUT

ABOVE

THE REST

Adilla Barbers isn’t your normal hair salon

for men. Oh no! Colm and Frankie Flanagan,

and their team are bridging the gap between

hair and skin with an extensive full-service

grooming menu and we asked Colm to walk us

through Adilla and how they’re helping meet

all their clients’ needs, under one roof.

WHAT WAS THE INSPIRATION

BEHIND ADILLA BARBERS?

The inspiration came as I found myself jumping

from barber to barber looking for something

beyond a great haircut. The opportunities for

self-care for men were scarce and a luxury

barbershop seemed like a good place to start.

Increased stress from an accelerating career in

growth marketing coupled with a decrease in

my want to have a “night out” left me with few

options for an experience I enjoyed. I wasn’t

totally comfortable in salons although I had tried

a few. Something in between was what I was

looking for.

And so, an idea was born. What if we could

combine the look, feel and quality of a classic

barbershop with the beauty services and

experience of a salon to ultimately create a

space where men can feel confident enough to

truly relax.

30 Beauty Biz Year 14 Issue 1

WHY DOES HAVING A HAIRCUT

HAVE TO BE A CHORE, OR A TASK,

WHY CAN’T IT BE CONSIDERED A

LUXURY ESCAPE?

When we opened 3 years ago, we knew we

were ahead of the curve in creating a destination

for men, so we spent a lot of time educating

the market around us. The goal here was to

incorporate facials, treatments, skin care and

products into our services whilst taking the time

to explain the benefits.

Although visiting a more traditional salon is

fine, men and women do have different skin

problems, different needs and require a different

frequency of appointments. Salons with colour

and extension services have thousands of

dollars’ worth of products in-store, so a men’s cut

is deemed a dead service in a hair salon because

the upsell opportunity and average spend is low.

Learning this made me realise why I would feel

less welcomed in a ‘salon’ environment.

Other barber shops on the market, at the time, all

had a sailor jerry’s feel. We didn’t want a novelty

shop, so our designer’s brief was to come up with

something that is modern, relaxing and inviting.

All of this was considered when creating the

aesthetic, theme and well researched menu at

Adilla Barbers.

HOW DID YOUR BUSINESS EVOLVE

AND CHANGE OVER THE EVENTS OF

THE LAST 12 MONTHS?

The change has been quite significant, we have

completely shifted our business in the last 12

months. For a number of reasons; COVID related

and non-COVID related.

Non-COVID related; the market has begun to

catch up in men’s grooming and ‘self-care’. We

have gone from pitching our deluxe services to

clients requesting them regularly. This forced us


to push our services even further and to ensure

we always offered something different to our

clients. Just ask for The Adilla Escape.

COVID related; we have seen our traditional

‘busy periods’ dissipate. There is no longer the

unmatched desire for a Saturday appointment,

it is very much spread across the week quite

evenly, for example, revenue difference between

a Tuesday and a Saturday dropped by 40% in

2020 vs 2019. Meaning we now have more staff

on a Monday -Thursday than we previously ever

have.

COVID also gave us a unique opportunity to

slow down and look at our business and what

was working and what wasn’t. We could really go

through our services, products, team and figure

out where our weaknesses were. We obviously

had to minimise the number of people in the

shop for most of 2020, which affected our total

revenue, but we had time to get creative with our

numbers and the results were mind-blowing.

We have learned that COVID or not, we are

taking a break from the daily grind to comb

through our business to this level every quarter

and annually to a larger extent. Keeping a close

eye on our growth, team happiness, productivity,

client feedback loops and spending.

Due to our square meterage, we haven’t been

able to have our full team capacity since March,

optimising our rostering and clients has been

important.

We have had our biggest month ever post

COVID, so I think despite all the closures and

restrictions, the demand for our service has

actually increased.

- Total Revenue dropped by 30% YoY

- Gross profit dropped by 30% YoY

- Operating costs dropped by 82%

- Net profit increased by 2,563% YoY

HOW HAVE THE TRENDS IN MEN’S

GROOMING EVOLVED OVER THE

LAST 5 YEARS?

It’s evolved from men accepting the use of 2-in-

1 products to having multiple products for hair,

skin and body. The current social landscape

and gender fluidity movement has also made it

hugely and widely acceptable for men to have

their nails done, be pampered, massaged, attend

skin treatments and more.

It’s all about finding that time for yourself. In fact,

there are now just over one million Millennial men

(34% of Millennial men) who both use skincare

products and also buy some type of skincare

product in an average six months.

The main reason, according to Harvey Research,

is that with the metro return to men’s barbers

and facial hair grooming trending, there is

a noticeable shift towards manscaping and

grooming. The data suggests guys don’t want a

suite of products to adopt. We have compiled the

high impact services into our menu to ensure its

relaxing, memorable and not overwhelming.

WHAT SETS ADILLA BARBERS APART

FROM ITS COMPETITORS?

A lot of aspects that are team focused, and a lot

that are client facing.

We take pride in our culture and our approach to

internal education. We shut our shops every 6-8

weeks and have a complete team day. The goal

here is to share knowledge, feedback and to help

each other improve in every aspect of our client

service. It’s easy to lose focus or get complacent!

As founders, we work for our team, our job is

to listen and ensure they are happy, learning,

improving and in a position to give our clients a

memorable experience every time they visit us.

On the client side we have led the market in

terms of service. This hasn’t been easy, but it has

been worth it. We named our hero service “The

ADILLA Deluxe’ and since then so many barber

shops around us have a ‘Deluxe’ service. A form

of flattery!

We have since upgraded to The ADILLA Escape

and have added extra elements that no-one else

has, bridging the gap between beauty and barber.

Lots of research, testing and investigation goes

into our service upgrades.

Our team is incredible and very driven. They

are always eager to learn and iterate on what

we offer our clients. They spend a lot of time

perfecting their knowledge in product so they can

always customise their client recommendation.

CAN YOU TELL US ABOUT THE

MEN’S SKINCARE ELEMENTS OF

YOUR BUSINESS? HOW HAVE YOUR

CLIENTELE RESPONDED TO THIS?

No major travel, home-schooling, working from

home, these are just some of the things pushing

people to feeling “trapped”. During COVID

we ramped up our knowledge on skin care

and created the ADILLA escape. A combined

professional hair and skin service giving our

clients an opportunity to escape, if even for just

an hour. The feedback has been so positive it

helped us drive and keep focused during the

rough spots in 2020.

Our retail sales have increased by 20% YOY, as

they want to recreate this feeling at home. We

have always had skin care products in the shop,

however offering these more ‘beauty focused’

services and with many clients now upgrading to

our deluxe and escape packages, our skincare

retail has increased noticeably.

WHAT’S YOUR SIGNATURE SKIN

TREATMENT? HOW DID YOU COME

UP WITH IT AND WHAT KEY AREAS

OF CONCERN DOES IT ADDRESS?

For skincare, the most effective things you can

do is exfoliate, cleanse, tone and moisturise.

We have a signature men’s facial, also

incorporated into our escape package. Using

a professional steamer, we complete all steps

which comes with additional benefits:

• Strengthening of the immune system

• Stimulating of white blood cells

• Prevent infections

• Destroy fungi, bacteria and viruses

The steamer allows us to deep cleanse the

skin, teamed with an exfoliator is also removes

dead skin cells, excess sebum, dirt, bacteria and

has the benefits list above. We also do a facial

massage with oil and finish with a cold towel to

close the pores and remove excess product. We

also add V76 SPF moisturiser. SPF is one of the

most effective anti-aging products you can use,

and most people, specifically men, don’t use one

daily and in Australia, we need it.

DO YOU HAVE SEPARATE TREATMENT

ROOMS FOR FACIALS ETC OR DO

YOU INCORPORATE THEM INTO

YOUR BARBER SERVICES?

At the moment we incorporate them into our

services at the chair. We aren’t sure the market

is quite ready for separate treatment rooms, but

it is absolutely something that we are looking

forward to seeing in the future. We don’t think it’s

too far away.

WHERE DO YOU SEE MEN’S GROOM

PROGRESSING OVER THE NEXT FEW

YEARS?

Equality! On the whole men have thicker skin,

larger pores and are more prone to oil and

blackheads. There is absolutely an equal need

for skin care and skin care services for men as

there is for women.

It is becoming more socially acceptable every

single day for men to have beauty treatments,

and the younger generations coming through are

bragging about it all over social media.

We believe this will continue to grow and

normalise over time giving men an opportunity to

escape for more than just “a haircut”.

www.adillabarbers.com

Beauty Biz Year 14 Issue 1 31


DERMAL

THE IMPORTANCE OF

GUT MICROBIOTA

IN HEALTH AND

DISEASE By Chiza Westcarr

In the past decade or so, there has been an explosion of literature published about the gut

microbiota and its connection to both health and disease. As more research has become

available, it is very apparent just how important the trillions of microbes that live inside of us are.

WHAT IS GUT MICROBIOTA?

Made up of bacteria predominantly, as well as

fungi, viruses, and archaea, the gut microbiota

is found scattered along the entire length of the

gastrointestinal tract. These microbes are pH

dependent, with the largest colonies, mainly

bacteria, found in the large colon. The microbiota

is largely responsible for the critical functions of

the body’s digestive system. It also educates

our immune system, up to 80% of which resides

in the gut lining, making it a huge influence

on the body’s immune health. The microbiota

aids digestion and the absorption of nutrients,

hormone regulation, protection from pathogenic

microbes, the synthesis of vitamins, and the

elimination of toxic compounds. It is responsible

for our mental wellbeing, communicating as

it does with the brain, through the production

of neurotransmitters such as dopamine,

acetylcholine, serotonin and GABA (gamma

aminobutyric acid), which are important for

concentration, mood and motivation. It also

controls bowel function, and influences weight

gain and weight loss. Importantly to Skin

Therapists, the microbiota is linked to skin

health. This relationship is referred to as the gutskin

axis.

It is hardly news anymore that the link between

gut and skin health is a strong one. We see time

and again the impact of poor gut health on skin

health.

The frustration that many skin therapists have

experienced over the years, attempting to

address skin concerns with topical skincare and

in-clinic treatments only, has led to a growing

interest in an inside-out or holistic approach. The

recognition that diet, good or bad is reflected

in skin health, has led many Skin Therapists

to begin working alongside a naturopath or

nutritionist, or to hit the books once more,

enrolling to study nutrition, nutritional medicine or

naturopathy themselves. Where skin therapists

have furthered their study and gained an insight

into the gut-skin link, it is not unusual for their skin

consultation forms to include in-depth questions

about diet and lifestyle. This allows them to gain

a greater understanding of their client and the

possible drivers linked to the presenting concern.

DIET

There is irrefutable evidence that a highly

processed, Western-style diet, devoid of fibre

and high in sodium, inflammatory fats and sugar,

adversely impacts the gut microbiota, depleting

microbial numbers and diversity. Potentially

disease-causing microbes become dominant,

and responsible for gut permeability, causing

enterocytes, the cells that line the gut, to pull

apart, allowing inflammatory molecules to pass

into the blood stream, travelling around the body.

Poor gut health is reflected in the skin, and is

associated with inflammatory skin conditions

such as acne, eczema, psoriasis, rosacea and

reactive skin.

STRESS

Apart from poor dietary choices, ongoing stress

impacts numerous body systems including the

digestive system and skin health. In a healthy

gut, tight junctions found between enterocytes

provide a barrier, protecting the body from

harmful food-related bacteria. Stress can weaken

these tight junctions, making the intestinal

barrier permeable, and allowing gut bacteria and

inflammatory molecules to enter the body via the

bloodstream.

We live in a perpetual state of stress. No matter

the cause, the impact of stress on the body is

the same. Bi-directional communication occurs

between the gut and the brain, or the enteric and

central nervous systems. This is referred to as

the gut-brain axis, and links both the emotional

and cognitive centres of the brain with peripheral

intestinal functions. The gut microbiota plays an

32 Beauty Biz Year 14 Issue 1


POOR GUT HEALTH IS REFLECTED IN

THE SKIN, AND IS ASSOCIATED WITH

INFLAMMATORY SKIN CONDITIONS

SUCH AS ACNE, ECZEMA, PSORIASIS,

ROSACEA AND REACTIVE SKIN.

important role in this interaction. It communicates

via endocrine and immune pathways, via

microbial metabolites such as short chain

fatty acids, but more directly via vagus nerve

signalling. The vagus nerve is the 10th

cranial nerve originating in the brain stem and

innervating the gut. It communicates information

from the gut to the brain using neurotransmitters

such as serotonin and GABA, which play a key

role in stress regulation.

Stress although considered a mental state,

physically affects the gut and its residents. A

study found that high levels of stress affect gut

microbial diversity. Beneficial bacteria deplete,

and potentially pathogenic bacteria increase

in number. Anxiety and mood disorders are

associated with changes in gut microbial

diversity.

Stress affects digestion by slowing down the

absorption of nutrients. It is also linked to

inflammatory skin condition such as acne,

eczema, psoriasis, rosacea and reactive skin.

In order to improve inflammatory skin conditions,

try removing or cut back significantly on proinflammatory

foods such as cake, sugary

biscuits, bread, rice, pasta, dairy, chocolate, ice

cream, junk food, soft drinks, and alcohol.

Introduce a wide variety of fruit and vegetables

that are fibre-rich. Referred to as prebiotics,

they are insoluble and after digestion occurs,

they make their way through the digestive tract

to the large colon, where they are broken down

and fermented. Fibre provides energy for the

enterocytes, and also have an anti-inflammatory

systemic action.

Strengthen the gut wall with collagen-rich broths

and foods rich in zinc and l-glutamine.

Look at introducing supplements. These days,

supplementation has become increasingly

popular mainly because many people in the

population tend not to have a varied enough diet.

This means that they are most likely not receiving

adequate nutrition.

In an increasing number of skin clinics,

supplements, mainly food grade, sit alongside

home care products on well-stocked shelves.

Some common supplements include l-glutamine,

an amino acid known to restore the mucous lining

and the tight junctions between enterocytes.

Zinc, a mineral with numerous benefits, that may

restore the gut lining.

Collagen in the form of powders, drinks and even

cookies that may restore the gut lining.

Herbal teas are also stocked, that may help with

digestion, and calm the nervous system.

Fermented beverages are also popular.

Containing strains of beneficial bacteria that

may support good gut function.

In my line of work as a Nutritional Medicine

Practitioner and Dermal Clinician, I see a lot

of women between the ages of 28-65 who use

alcohol as their coping mechanism. Many of

these ladies drink every single day. Many of

them suffer from high stress levels, anxiety,

depression, insomnia, inflamed skin, and gut

issues. Instead of alcohol, I encourage my clients

to add a fermented elixir to sparkling water,

served in a champagne flute or wine glass. This

makes it possible for them to swap out alcohol

during the week, limiting their drinking to the

weekend.

LIFESTYLE MANAGEMENT

Effective strategies for reducing stress responses

include engaging in regular exercise such as

walking, maintaining a social support network,

meditation, and incorporating breath work which

stimulates the healthy function of the vagus

nerve. The vagus nerve plays an important role

in the autonomic nervous system, ‘our rest and

digest’ system. It acts to counterbalance the

sympathetic nervous system, and the fight or

flight response, creating instead a relaxation

response.

Healthy, glowing skin reflects a calm mind and

healthy gut, with a thriving, diverse population

of beneficial microbes cohabiting within us. Diet

and lifestyle both play equally important roles in

gut health, and in skin health too.

You can contact Chiza at

www.glowskinandnutrition.com

Beauty Biz Year 14 Issue 1 33


DERMAL

CHOOSING THE

RIGHT EQUIPMENT

FOR YOUR SALON

By Nancy Abdou

“If you were going to open

up a clinic, what devices

would you buy?” That’s

the question that I am

constantly being asked.

Having owned 15 highly successful

locations across Melbourne, training for

several key manufacturers and being

in the industry for nearly 20 years, has

allowed me to have insight as to what

devices a business must consider in

order to be successful and stand out from

their competitors.

However before divulging into those devices,

you need to ask your self “what is my business

trying to achieve? Is the focus hair removal or

skin”? Skin rejuvenation is what will make you

stand out from most of the competitors and

large franchise chains, since their focus is on

hair removal, which is a saturated market. To

give you the edge, high client retention rates

and satisfaction as well as loyalty, the focus

needs to be on skin: scar, stretchmark and

wrinkle reduction, pigmentation and vascular

treatment, melasma, acne and rosacea

management and maintaining your clients

youth and skin laxity via collagen induction.

So if you are wanting to extend your treatment

menu, offer more results driven services whilst

keeping both your clients and team happy then

here are the must have devices and why:

IPL – INTENSE PULSED LIGHT

IPL is an amazing technology since it delivers a

broad-band of light, this means you can choose

various wavelengths, depending on your clients

needs and skin condition.

All manufacturers will have a wavelength from

510nm to 560nm to treat epidermal pigmentation

such as sun spots, freckles or solar lentigos,

these can be eradicated within 2-4 treatments,

giving your clients a clear complexion, very

quickly. Down time can be anywhere from 7 to 28

days, depending on where you are treating in the

body. There are some limitations on what type of

pigment you can treat, dermal pigmentation such

as melasma and PIH should not be treated with

IPL, since this may stimulate the melanocyte and

cause a rebound effect. Additionally you cannot

treat Fitzpatrick skin types 5 and 6.

Utilising the same wavelength, 510nm to 560nm,

various vascular conditions can be treated

such telangiectasia, spider nevi, angiomas, as

well as rosacea management. When utilising

the correct technique and fluences, vascular

treatment with IPL is highly successful, taking

only about 4 treatments, with rosacea requiring

more treatments and long-term maintenance.

Again darker Fitzpatrick are not suitable for

this treatment, due to the absorption by the

competing melanin in the skin.

The 580/590nm wavelength is one of the most

underutilised wavelengths, yet the results are

extraordinary – especially when combined

with epiblading, micro-needling and RF in the

same treatment. Reaching approximately

2mm to 3mm deep, depending on the pulse

duration selected, this wavelength is brilliant at

stimulating fibroblasts, which in turn synthesise

collagen, elastin and glycosaminoglycans

(GAGs). Treatment with 580/590nm will help

with scar revision, fine lines and wrinkles, stretch

marks, open pores and an overall skin plumping

and rejuvenating effect.

MICRO-NEEDLING

Micro-needling is a fantastic way to either

induce collagen or help with inflammatory

skin conditions such as melasma or rosacea.

When using micro-needling to induce collagen,

we create tiny micro-wounds to pierce the

blood vessels and cause pin-point bleeding to

stimulate fibroblasts, as well as growth factors, in

particular transformative growth factors (collagen

and elastin production), interleukin 10 (pigment

inhibiting) and cytokines (cellular signalling).

These brilliant effects will hep with any skin type

or condition that needs remodelling, restoring,

regeneration or rejuvenating, on any Fitzpatrick

skin type.

34 Beauty Biz Year 14 Issue 1


On the other hand when performed in a less

intense manner, by not causing pin-point bleeding

and only just achieving minor erythema, microneedling

instigates angiogenesis, which will help

with rosacea or dermal pigmentation, as shallow

needling inhibits the formation of pigmentation,

as well as regulating the functionality of the

melanocyte. When clients prepare their skin with

active serums, such as Retinaldehyde, Vitamin C

and Niacinamide, the effects of shallow needling,

intensify immensely.

LED – LIGHT EMITTING DIODES

LED has been around for over 40 years, where

NASA used LED’s to grow plants in space (be

sure to put your plant under an LED to actually

see the effect it has!). Different wavelengths

have different effects on individualised cells

and tissues and stimulate metabolic function via

the light frequencies. All Fitzpatrick skin types

tolerate LED well, with no side effects since it

is a non-thermal treatment. There are various

wavelengths, but the most popular colours are

red and blue:

Blue LED at 415-425nm is scientifically and

clinically proven to kill the P. acnes bacteria that

causes mild-to-moderate acne. Porphyrin is

produced in acne, when treated with blue LED

it produces singlet oxygen, which interferes

with the chemical metabolic reaction of acne

and eventually kills P. acnes. All Fitzpatirck skin

types tolerate blue LED, with varying doses and

exposure.

Red LED, 633nm, is responsible for stimulating

ATP (adenosine triphosphate), which is cellular

energy in the mitochondria. By the time we

have reached age 60, ATP levels have reduced

to 50% - which means slower wound healing,

reduced levels of collagen and elastin synthesis,

thus results are mediocre. By recharging the skin

cells energy levels (ATP), results are enhanced

and wound healing is much quicker. Prepping

the skin for 2 weeks prior, 3 treatments a week

with LED, ensures the skin is in top condition and

results are the best they can be.

PLASMA FIBROBLAST

Plasma Fibroblast treatments are becoming

much more popular these days and have an

excellent return on investment, with unbelievable

results seen in 2-3 treatments for skin tightening,

scar revision, stretch mark reduction to name a

few, on the face and the body. Depending on

the pen, most pens are multifunctional and can

also treat other skin conditions such as skin

tags, sebaceous hyperplasia, milia, pigmented

and vascular lesions as well as dot-less plasma

treatments and permeating tips used to enhance

product absorption.

Plasma Fibroblast works by causing a superficial,

fractionated wound that causes collagen fibres

to shrink (like saggy jeans in a hot dryer) whilst

the transference of heat within the skin, causes

fibroblasts to be stimulated – so it’s a two pronged

approach. The precision in which the energy

is delivered, means it can be used on delicate

areas such as the eye lids without inter-ocular

eye shields, unlike IPL or laser. Since Plasma

Fibroblast is a soft tissue ablator, it can only be

used on Fitzpatrick skin types 1-4. Down time

can be anywhere from 5-30 days, depending

where in the face or body is being treated.

RF - RADIO FREQUENCY

RF is also becoming a very popular treatment

for rejuvenation, collage induction, skin laxity

and body contouring. RF heats up the dermis

between 39-41 degrees to denature collagen,

whilst shrinking the collagen fibres and also

stimulating fibroblasts. At 42-46 degrees, it

causes lipolysis, which is great for contouring

areas on the body, whilst reducing skin sag. The

results are incredible, with high client satisfaction,

especially since there is no down time and can be

performed on all skin types, including Fitzpatrick

skin type 6.

We used in conjunction with epiblading and

needling – the results are amplified: epiblading

ensures the skin is exfoliated and hydrated for

better RF penetration, whilst performing RF prior

to needling causes vasodilation, to achieve better

clinical end point and further fibroblast synthesis,

along with more growth factors and cytokines.

EPIBLADING

Also called epidermal levelling or dermaplaning,

epiblading is just more than

‘shaving the face” – yes it does superficially get

rid of vellus hair and gently exfoliates the skin, but

can and should be used with other treatments,

serums and enzymes for superior outcomes and

results and can be used on all Fitzpatrick skin

types.

For those with problematic hair, epiblading can

be used with IPL or laser hair reduction in the

one treatment to permanently reduce dark hairs,

otherwise it can be used with a hair retardant

such as the Skindividual HairHalt serum.

Epiblading increases the depth of penetration of

RF, by hydrating the skin, whilst combining with

the 580/590nm IPL wavelength also ensures

all of the light is being penetrated to the dermis

without obstruction of debris on the epidermal

layer. Epiblading can also be used with needling

to also cause vasodilation for better pinpoint

bleeding, in addition to keeping needles super

sharp which means and less bruising.

Even if you were to purchase one of these

devices at a time, you are on the right path to

a successful business, that is renowned for

performing results driven skin treatments. On a

final note, when purchasing a device, ensure you

are buying from a reputable company that has

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excellent training and technical support. Also

check that the device has an ARTG number and

listed on the TGA to ensure your insurer covers

you.

For more advice, book in a one hour

consultation with Nancy to ensure you are

making the right purchase for your business

or a personalised coaching session for you

and your team, to get the most out of your

existing devices or to learn how to effectively

and safely combine modalities.

Mention Beauty Biz for a 20% reduction on

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booking.

Beauty Biz Year 14 Issue 1 35


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DERMAL

NECROTIC TISSUE

WHAT IS IT? WHAT CAUSES

IT? HOW CAN WE HELP?

WHAT IS IT?

By Gay Wardle

Skin tissue that has died is known as necrotic tissue or necrosis of the tissue. Necrotic tissue

can be anything from acute to chronic depending on the surrounding tissue, skin health and

overall wellness of the individual. The circulatory systems also have impact as well as internal

and topical nutrition.

Necrotic tissue varies and is affected by the

consistency of the wound and the adherence

wound bed. As tissue dies, the wound changes

in colour. This happens as necrosis increases

with severity. Initially the tissue colour will be

a whitish/grey and as the consistency increases

the colour will change to light brown or yellow

with a final change to dark brown / black. The

colour becomes darker, the longer the necrosis

continues and increases in severity. In the

early stages the tissue may have a high-water

content and become mucoid, as it becomes

more consistent and progresses it becomes

dry and has a stringy, clumpy appearance. As it

advances, it becomes very dry and hard with a

leathery appearance and feel.

The consistency is related to the wound retaining

moisture in the wound bed. As the wound is

exposed to air, the necrotic debris dehydrates,

hence it becomes leathery, dry and hard. The

level of tissue death can occur in both epidermal

and dermal tissue as well as advancing to

subcutaneous and muscle tissue.

When there is necrosis to subcutaneous, the fat

tissue dies and there is a stringy, yellow slough

formed, whereas necrosis to muscle causes

muscle degeneration and the tissue becomes

thicker and tenacious.

Fat and dermal necrosis and the formation of

slough may be compounded by infection from

previous contamination of normal skin bacteria.

What is slough? The colour is yellow to very

light brown, it is a thin mucous consistency and

at times may appear stringy.

Where there is full thickness destruction to

tissue, eschar is formed. Eschar may be soft or

hard and is a dark brown to black colour and is

more adherent than slough.

When debris such as eschar is embedded in

the wound it is referred to as adherence. As

moisture in a wound decreases and the level

of damage increases, necrotic tissue becomes

more adherent to the wound bed. A wound

will take a long time to heal if there is necrotic

tissue as it becomes a medium for bacterial

growth as well add to this, the barrier function

is severely impaired. With necrosis you have

prolonged inflammation, therefore, you will not

have granulation over the wound site therefore

the wound does not heal.

WHAT CAN BE DONE?

Depending on the severity of the wound and

amount of necrotic tissue will give way to the

treatment protocols. Most of the time eschar

needs to be removed daily where possible, this

is done by debriding and removing the eschar.

There are a number of debridement techniques,

and they will depend on the severity and the

amount of necrotic tissue. Debridement requires

a high level of skill so to not create further

damage to the wound.

Mechanical debridement involves the use of

force to remove the eschar. The most common

types of mechanical debridement would be a wet

to dry gauze dressing, whirlpool action to remove

the tissue and wound irrigation.

Wet and dry gauze are the most common of the

three.

Wound irrigation would be using a syringe filled

with a solution to flush the necrotic tissue, this

is also a good way to remove bacteria from the

wound site.

It is the same with the whirlpool action only this

tends to soften the eschar more so.

In conjunction with the above techniques they

also use enzymes or chemicals which degrade

the eschar. Enzymes will not work on dry,

hardened eschar hence they work well with the

irrigation technique. They seem to take a little

longer to get the results.

The third option is to use a sharp instrument

to cut and remove the necrotic tissue from the

wound site. This technique seems to work faster

with wound healing.

All of these techniques must be performed in a

very clean environment so as to not allow further

bacteria growth in the wound.

The reason for removing necrotic tissue is so

that the wound will eventually heal with hopefully

less scar tissue. It is important that we stay in

scope of practice and all removal techniques are

conducted by a person that is trained and skilled

to do so.

One important factor to remember is the as soon

as the wound bed is clean, the faster the healing

process will happen.

www.gaywardle.com

38 Beauty Biz Year 14 Issue 1


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COSMETIC

COSMETIC

TATTOOING

AN INSIGHT INTO THE

CURRENT BROW BOOM

By Georgie Westley

When I was asked to write a topic on

cosmetic tattoo so many thoughts

ran through my head on what I can

write about. But what kept alarming

in my head was the need to talk about

the amount of people presenting

in my clinic Distinctive Features in

Melbourne with very unsatisfactory

brow work the technicians coming in

to be ‘retrained’ after being sucked

into an expensive course with no

career outcome they were promised.

One of the main comments I hear from the client is “I

didn’t want to wait that long to see you, I wanted it now”

and of course, the client ends up in my clinic a few days

later beside themselves with anxiety and in need of

emergency removal.

In some cases, their brows are not even bad, they are just

not educated enough on what to expect during the process.

This is the main issue that arises, simply lack of consultation

from the technician themselves. So of course, we end

up just filling the gaps of consultation with them and send

them on their way with full understanding of what’s going

on at the stage of healing they are at. I think with my 20

years of experience, and when I say experience, I mean I’ve

experienced EVERY type of client there is. So I’ve learnt a

way of telling everything, no sugar coating, no softly speaking

in a ‘non-confident’ way, I tell them the absolute worst that

can happen, I tell them everything to expect from darkening,

crusting, pain, scabs, fading, itching and pre care, after care.

Basically, they get everything in writing upon making the

booking, then verbally in the consultation then they get it in

writing again when they leave. My moto ‘Get them prepared

for the worst, and anything else better than that is amazing!’

I guess I’ve learnt this from the years of doing clients and

realising the gaps in my own consultation that lead me

to sleepless nights and constant phone calls, texting and

emails from clients not understanding the process. Clients

messaging me saying their brows are falling off or freaking

out that there’s a gap in one brow and why cant they get it

fixed straight away? I began to realise that every skin is so

different and that my consultation needed to change to reflect

this.

42 Beauty Biz Year 14 Issue 1


Georgie Westley -

2020 ABIA COsmetic

Tattooist of the Year

The most important things to tell cover with

your clients during a consultation or if you

are thinking of having it done is this…

· Your brows are measured to your natural

bone structure, if your face is small your

brows should be small and in balance with the

natural structure. We don’t do anything thicker,

lower or longer than the measurement, but we

can go smaller as I know we can add to it later

and this will help you adjust to your new brow

shape.

· Fashion brows will go out of fashion, always

stick with balance even if its slightly smaller

than you expect.

· Large false lashes give the illusion of a bigger

eye, if you elongate and thicken the tattoo

according to the illusion, when the lashes are

removed the brow length and thickness will

age your appearance.

· Brow tattoo changes over time. Some go

grey and some go orange, this is normal and

means you are ready for a touch up.

· To explain that there’s no guarantees on

time span as every skin metabolises pigment

differently. You can’t tell everyone their brows

will last 2 years as some will last 10 months

some 18 months and some 3 years.. but they

start to change from the day they are done so

one client’s perception of ‘brows fading’ can

be totally different to another.

· Skin type and conditions, genetics and

tattoo technique all play a huge part in one’s

end result (research this before

choosing your technique).

· Microblading is a stepping stone

treatment and can only be done

a few times before it blurs, blends

and becomes more blocky.. In fact, it actually

becomes less natural than ombre brows in the

long run and can’t be done successfully on an

oily and/or sun damaged skin.

· If you have a strong brow muscle on one

side, you will never get even balance. Your

brows are attached to skin which is attached

to muscle. Your muscle movement is out of

our control. Injectables are the only way to fix

a ‘rogue’ brow.

· Treat your brows like an open wound for

the first week, ANYTHING that can have

bacteria must not touch the brows this can

lead to infection. E.g Fingers, nails, Makeup,

pillowcase, fringe, hair, sweat..

· Your brows will create a rollercoaster of

emotions during the process, from crazy dark

and thick brows on day 1 to peeling, shrinking

and disappearing on day 5 to the colour coming

back around day 10-14 then the refresh to fix

any shape and colour inconsistencies around

the 6 week mark and then that needs to heal

also. It’s a long process that is not complete

until a month after the touch up appointment.

· My two favourite sayings I tell my clients are..

TRUST THE PROCESS and BROWS ARE

SISTERS NOT TWINS!... Distant cousins are

a problem though (insert a giggle here)

In the more unfortunate case that the

clients brows have actually been as they

say ‘botched’ , depending on the stage of

healing they are at we can do emergency

removal which in many cases will remove

at least half the colour of not more. But

this is only up to the 48-hour mark. After

that the skin has closed and the colour

has started to set in. So now we must

wait 6 weeks to start the removal and/

or correction process. We can’t enter or

open the skin during the immune response

healing time or we risk of hypertrophic or

even A-Trophic scarring.

Depending on the extent of the brow job,

some brows can take up to 2 years to fix

(you can only imagine how much time

and money this will cost). Removals are usually

6 weeks apart and depending on the type of

pigment or ink that was used either saline or laser

removal options will be done and sometimes

even a mixture at both at different intervals is

required. This process is painful, time consuming

and expensive. And never ends with a perfect

result but more an improved quality of life. It is

unlikely you can just ‘go over’ a bad brow tattoo

with a new tattoo to improve it, the only way to

cover something is to make it darker and more

concentrated than what’s there. In most cases

this will only make matters worse.

One of the issues we are facing at the moment

is the lack of regulation in the PMU industry.

There is no minimum legal standard to become

a tattooist or even a trainer in cosmetic tattoo

so any man and his dog can learn this from

an online course, be given a kit and certificate

and away they go! Never having tattooed a real

face with a trainer there to help and guide them.

Now I’m not saying online courses are a total

no go, I even have written my own one for this

topic of corrections and removals myself. But

I highly recommend if you are looking to enter

the industry of cosmetic tattoo, leave the online

courses until you have done a proper hand on

course first. And if you have no prior experience

in brow design and makeup or beauty then this

needs to be covered initially so you have prior

knowledge and understanding of face shapes,

skin, brow design and colour.

In conclusion, it only makes sense to choose

your artist wisely and if you are wanting to learn,

chose your trainer wisely, research them, find

out their experience and qualifications, check

out their work and lastly ALWAYS learn how to

remove and correct even your own work.

Georgie Westley is Director and Educator

at Distinctive Features Cosmetic Tattoo &

Beauty. Visit www.distinctivefeatures.com.au

to learn more about Georgie, her courses and

her work.

Beauty Biz Year 14 Issue 1 43


BEAUTY

INCORPORATING BROW

SERVICES INTO LASH SERVICES

By Joy Crossingham

It’s no industry secret that lash and

brow services go hand in hand. Nothing

complements a fresh set of handmade

volume lashes like the perfect pair of

bespoke brows. And when you’re scrolling

through Instagram, looking at lash photos

for inspiration, how often do you flick past a

beautifully-blended cat eye closeup simply

because the brow wasn’t even brushed into

position?

Brows frame the face, but more importantly for

lash stylists, they complete the look. Even a

tweeze and subtle brow tint can give your lash

photos that extra wow factor, which is exactly

what you need to stand out on your socials.

We all know that more impactful photos lead to

more engagement, which in turn, can lead to

more conversions.

Adding brow services to your lash bookings also

gives you the added bonus of a higher hourly

income, plus the prospect of converting your lash

clients to repeat brow clients, too!

But the question is, how do we get our lash clients

to start trusting us with their beloved brows?

Brows are personal, and they’re important:

most clients know that it’s not worth the risk of

messing them up, and so they’ll be reluctant to

trust someone new with them. If their brows are

messed up, they have to wear them on their face

for at least 2-4 weeks!

Ok, that’s great Joy, you might say, but I’m

booked all day. I can’t go adding in services here

and there; I don’t have time!

Many lash and brow services can be performed

in the same booking slot, or, if you time it right,

only add about ten minutes onto the service time.

Here are some of the ways I make it work for me

in salon – speed lashing not required!

Go Gently

Your client may not usually have their brows

done, or they may think that their brows look

completely fine as they are. It’s important to

start slowly with these clients, because if you

go straight in with a dark brown henna, it might

scare them off and then they’re unlikely to let you

near their brows ever again.

Start by offering them a brow tint and tidy when

they are already laying down, relaxing while you

work your lash magic. Compliment their brows,

or gush about your own handiwork.

“I’m loving this set today, Jessica. You know

what would take it to the next level? We could

just pop a brow tint on while I’m fanning off your

lashes, and it would really make them pop.

Would you like to give it a try? It’s only an extra

$x.”

Already relaxed and hopefully vibing her lashes

before she’s even seen them, Jessica will likely

say yes. All you need to do is mix up some tint

when you’ve finished applying your extensions,

44 Beauty Biz Year 14 Issue 1

and then pop it on the brows, and

leave it on while you fan off and

remove the eyepads and tapes.

That will be plenty of time for the tint

to process.

This is a double win: you get extra

dollars in your hour, and your after

photos are going to look so much

better! This is the best upgrade

option when you’re booked back to

back, as it takes only an extra minute

or two to mix, apply and remove the

tint.

Solve Their Problem

A tried-and-true sales tactic you may

already know is problem solving.

You need to find out what your

client’s problem is, and solve it.

These days, most of us lead busy

lives, and it can be hard for us to

get to multiple different locations to

attend our beauty appointments.

You can easily use this to your

advantage.

I can’t count the amount of times

I’ve pulled out my phone to take my

before photos, and my client has

said embarrassedly, “Oh, don’t look

at my brows; I’m due to get them

done.”

This is a cue. Don’t just reply with a little

compliment or tell them not to worry about it.

The best way to respond is, “I can fix that for you

while you’re here, Jessica. I can pop the henna

on now, and then wax and tidy once I’m finished

your lashes. It will only take an extra ten minutes

or so.” You could also tell Jessica your price, but

that’s irrelevant by this stage: Jessica has just

made and attended a brow appointment without

even getting off the lash bed!

Mix up the henna first, and then while you are

waiting for it to be ready to apply, put on your

eyepads and tape and prep the lashes and

brows. Then you can apply the henna. You

can leave it on for the whole duration of the refill

appointment for a dramatic stain, or remove it

halfway through. Once you’re done lashing, you

can wax and tweeze if needed.

While this is probably best utilised when you

have a small gap between clients, it’s a great

and easy way to upgrade your client to a multiple

service booking. When you’re rebooking your

client for her next refill in three weeks’ time, it’s

even easier to say, “And will I add brows on too?”

Utilise Every Spare Moment

One of my favourite services to upgrade is a lash

lift. Lash lifts are fun and easy to do, but there

is definitely a bit of sitting around and waiting for

solutions to process, especially with the slower,

keratin-based lift solutions.

The good news is, many keratin-based lash

lift products are also safe to use on brows, for

lamination. You’ll likely get multiple applications

out of a sachet (at least enough for a lift and a

lamination!), so why not offer it to your client as

an upgrade?

The best time to do this is when you’re applying

the lashes to the shield.

“Hey Jessica, have you ever had your brows

laminated? I think your brows would be really

perfect for it.”

“No? What’s that?”

“It’s like a lash lift, but for your brows. We can set

the hairs into the position that you want them, so

it’s much less maintenance when you get ready

in the morning.” (This bit is important, because

as we know, lash lift clients are all about the low

maintenance.) “I’ll have enough solution left

over from your lash lift if you’d like to give it a try

today? It will only take an extra few minutes.”

It’s very easy to time the brow lamination

processing times with the lash processing times:

brows generally have shorter times, so you can

apply the solution to the lashes first, then the

brows, and process them at the same time.

I challenge you to give it a try! Just like addon

selling retail items, or upgrading classics to

hybrid, your clients are often waiting for you to

offer, and rely on your expertise to guide them.

Not confident in brows?

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BEAUTY

BUSTING LASH LIFT MYTHS

THE UNDERWHELMING LIFT

By Otto Mitter

One of the most common myths that I see all the time

in Facebook groups and from speaking to people at

events, exhibitions and in training is “The product

doesn’t work”.

Technicians experience having a problem

and underwhelming results with a lash lift

and the first port of call is generally that the

product does not work.

The technician will say “I did a lash lift and the

results just weren’t there. It must be the batch,

because I have not changed anything in the way

that I’m applying”.

This topic is something that has always

intrigued me, I have been doing research on this

phenomenon and collecting screenshots, data

and evidence for many years and I literally have

hundreds upon hundreds of people saying that

the lash lift did not work on their clients which is

happening with multiple brands in the industry. I

could literally name 10 brands off the top of my

head that I see this happening with.

Why would this be the case?

This happens with a lot of various products in

the beauty industry, nail industry, hair industry.

I have seen people struggling to have consistent

results on a variety of their clients with nail

products, adhesives, skin care and hair products.

On the flip side, I have evidence of hundreds

of people in forums saying that they have

never had an issue with the same product that

the technician is having an issue with. Could it

really be the case that so many brands have

inconsistent production in making such a simple

formula?

Permanent wave lotions are not a complex

formula to produce. In all honesty when you are

making a big batch of product the measurements

should be exactly the same every time when

producing the batch. If the quantities are not the

same when putting together the formula it will of

course not perform or emulsify correctly or be

stable. These brands invest millions of dollars

into their companies and brands, why would

they jeopardise their product by not mixing the

batch correctly each time? Brands also have to

survive, and customer satisfaction is always the

top priority. When you buy a bottle of coke or

lemonade from certain brands, they are always

the same right? When you buy shampoo from a

certain brand it is usually the same correct? Why

would permanent wave lotions be any different?

Well, the reality is it’s highly unlikely that the

formulas will change, but the variable is the

individual. The human body changes throughout

our life time and often more than you think. Our

hair texture can change a few times a year due

46 Beauty Biz Year 14 Issue 1

to lifestyle and hormonal changes and due to our

diet and supplementary intake.

It is important to note that many companies have

a very strict policy and production process when

they are making products. Stability testing also

takes place after a batch is produced to ensure

that it works. Literally 50 to 100 applications need

to be performed on clients with the microbial

stability reports required to come back with an

all-clear result, before that batch is released for

sale to the market. The chances of a bad batch

are extremely low.

You also have to look at the brand and the history

of the brand, have they been in business for a

long time? If so, then obviously their products

work right? Otherwise they wouldn’t be able to

maintain customers and have repeat business.

No brand can survive if they do not have repeat

business.

If YOUR lift is not working, then you need to look

at these factors:

1. Has the client’s hair texture changed at all?

Have they changed their diet at all? Are they

on any particular nutrients or supplements? Are

they going through any hormonal changes? Are

they using growth serums?

These factors can play a huge role in how the

texture changes with eyelashes, it can mean

the difference between having to leave a lotion

on to process for another minute or two or even

reducing the lotion time by a minute or two if their

hair texture has become thinner.

2. Was the lotion placement consistent enough?

Was it placed from the base of the lashes to high

enough on the lashes? Was it left on long enough

for that hair texture? Was the environment warm

or cool?

If the lift has been a little underwhelming but

there has been some lift, it usually means that

they just need to leave the lotion to process for

a little longer. Adjust the lotion placement and

apply it from the base of the lash to higher up the

lash and ensure that the lotion placement is thick

and consistent all the way across the lashes.

Most brands say it is safe to re-lift the lashes on

the same appointment time if required, however

you will need to check your brand guidelines if

you ever need to make any adjustments for your

clients.

Interestingly, COVID has seen an increase in

clients using various home-care products and

lash growth serums and mascaras. This is

something to also consider as it may change

the texture of your client’s lashes, when they

come back to have a treatment they may be

more resistant than usual. Resistant lashes are

not always thick lashes either, I have worked on

plenty of clients over the years that look like they

have thin hair texture, but the lashes are resistant

to permanent wave lotions. It really is a case of

readjusting the application and nine times out of

ten this is going to resolve the issue.

Otto Mitter is a qualified Cosmetic Chemist,

Make Up Artist, and multi award winning

educator and assessor in the Beauty Industry

and multi certified eyelash extensions

educator, competition judge, Lash Masters

Alumni and Managing Director of Ex-Import

Pty Ltd.


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BEAUTY

EMBRACING THE

‘ISOLATION’ BROW

With RefectoCil

If there’s one thing we learnt in 2020, it’s

to always remain adaptable in the most

unusual of circumstances. The beauty

community has learnt to be more resilient

as the effects of COVID 19 continue to affect

the industry at large. We’ve had to change

everything from check-ins systems and

cleaning protocols to treatment times and

offerings.

We’ve also seen clients’ beauty priorities change

to fit with the ‘new normal’. The increasingly

normalised ‘Zoom’ digital communication lifestyle

as well as the introduction of mandatory masks

and has resulted in women reassessing their

beauty needs and focusing on facial treatments

more than ever. It’s no surprise that lash and

brow styling including tinting, lash lifting and

lamination are among the most talked about

treatments this year and for good reason. These

treatments are cost effective for salons and

provide the client with long lasting, on-trend lash

and brow looks with no downtime and minimal

maintenance.

The highly defined ‘hollywood’ brow that was

once famous has now been forgotten about as

we are now embracing our fuller ‘isolation’ brows.

During lockdowns most therapists encouraged

their clients not to DIY their brows at home for

obvious reasons. As a result, women have

starting to embrace the extra brow hair growth

and gone for a ‘grown out’ more natural look than

before. We’re asking our brow artists for more

volume and texture and are gravitating towards

treatments that maintain unruly hairs.

Previously therapists would shape and style

brows using different forms of hair removal.

Now the most effective and profitable way for

salons to achieve the current fuller brow look

for their clients is with tint and lamination. The

RefectoCil Natural Brown no.3 still stands as

the number one best selling tint worldwide and

is often described as “the perfect brown”. Whilst

this universal tone suits most complexions, it can

be easily blended with three other RefectoCil

shades to customise the colour for each

individual. Laminating the brows (straightening

the brow hair using a chemical solution) will

further enhance the fullness of the brow to

create a fluffy, brushed up look and lasts up to 6

weeks. Brow lamination can be achieved safely

by following the instructions in the RefectoCil

Lash Lift kit (check first for the RefectoCil Brow

lamination sticker).

It’s important to remember there’s a fine line

between full, natural brows and unruly brows!

After a significant uptake in aftercare products

last year, we’re seeing that customers are willing

to invest more in maintenance products if it

helps to prolong the results. Another benefit of

using such products is reducing damage to the

hair caused by regular perming or colouring.

RefectoCil offers three aftercare solutions;

Styling Gel to protect and style lashes and brows

daily, Care Balm to intensively condition hairs

overnight and Lash & Brow Booster to promote

hair growth by up to 56% in 10 weeks. Thanks

to the colour locking ingredient D-Panthenol, tint

longevity is prolonged and hair is conditioned

overtime by using Styling Gel & Care Balm

regularly.

In conjunction with aftercare, brow artists will

tell you that the secret to a long-lasting brow

is in the preparation. RefectoCil offers a full

range of ancillary products to compliment the

8 tint shades. Key products include RefectoCil

Micellar Eye Makeup Remover to rid the eye

area of makeup and oils and Skin Protection

Cream nourish and protect the eye area from

unwanted skin staining. The synergies between

preparation products and tint are crucial in

ensuring longevity in lash and brow styling and

in turn, customer retention. The RefectoCil Basic

Starter Kit incorporates 6 core tint shades and

all accessories necessary for professional quality

tinting including the hands free Browista Palette

and Tool Kit with two precise brushes.

To discuss product and tailored training

programmes, please call RefectoCil Australia

directly.

+61 2 7200 8452 | sales@refectocil-australia.

com.au | www.refectocil-australia.com.au

48 Beauty Biz Year 14 Issue 1


get the

Voluminous ‘brushed up’ brows are

trending. Style tinted brow hairs by

combing upwards with RefectoCil

Styling Gel. This product has a

unique colour lock formula, so

tint colour will appear

fresher for longer!

RefectoCil look

Frame eyes flawlessly using the RefectoCil Basic Starter Kit.

Whether you’re a beginner or seasoned lash and brow artist, this complete kit

includes all products and tools needed to master classic and on-trend styles.

The RefectoCil Basic Starter Kit features 6 best-selling RefectoCil colours, tint

accessories and Style Book to guide your creative mixing and blending.

For product and training enquiries, contact RefectoCil Australia directly.

+61 2 7200 8452

sales@refectocil-australia.com.au

www.refectocil-australia.com.au


BEAUTY

OFFERING PROFITABLE

NAIL SERVICES IN

YOUR SALON By Lauren Burton

With so many nail salons in

Australia, some of which are

offering nails at such a low price,

how do you compete? The answer,

you don’t!

When you get a job, it’s to earn a

living, right? If you start a business, the

intention is to again, make a living, and

a comfortable profit, right? But if your

focus is on undercutting other salons

in your area, you are not only hurting

yourself financially and mentally with

not charging your worth. But this also

leads to cheapening of the industry

as a whole, harming us all in the long

run. Which has happened to a degree,

with the rise of “cheaper” shopping

centre nail bars, we refer to the vast

majority of these types of salons as

non-standard salons (NSS), as they

do not practice correct salon policies

and practices which can include not

using products that are adequately

designed for the nails due to them

being inexpensive and even in some

cases the “technicians” not being

qualified in nails at all. This is not

race-related, as there are plenty of

NSS around that are not in shopping

centres. A lot of people will use these salons for

convenience of being able to walk in (but can end

up waiting an hour) or for the price, thinking they

are getting a better deal, when in fact, the added

the little extras, i.e. shape, length, gel colour,

gel top coat, works out not that much cheaper. I

am yet to meet a client who has had a good and

consistent experience at these places.

It is essential, to look at what salons in your

area are charging as a guideline because

depending on your demographic prices will

differ. But don’t try to compete with them, your

circumstances and theirs will be different. If you

focus on undercutting and competing with other

salons, I can guarantee that this will cause you

unnecessary stress, if not immediately, definitely

over time and lead to a loss of passion for your

work, as you are continually working to not make

much by charging $60 or less for a set of nails

but then taking 2 hours or more to do them. A nail

bar down the road might be charging anything

between $10-$30 cheaper than you, and seem

really busy, but bear in mind that the salon must

work twice as hard to earn the same figures as

someone who is charging the going rate. As the

old saying goes, work smarter, not harder.

50 Beauty Biz Year 14 Issue 1

When setting your pricing, you must keep several

things in mind, including your business running

costs, rent, insurances, utility bills (electricity,

water, phone, website, marketing). Then you

have stock upkeep, cleaning products, general

expenses. You also have to ensure you are

paying yourself at least the minimum an hourly

rate, and your staff too if you have them.

You also have to ensure you have money

aside to bringing in new products, continue

with upskilling, education, and training, It is vital

that you keep yourself and staff up to date with

training, it keeps you and your business, more

proficient and keeps your salon standing out as

the must-go-to place. If you wish to expand the

business and grow, you need to have the money

to aid you in growing your business. These are all

things to factor in when creating your treatment

pricing.

Next step is to figure out treatment costs for

the salon/technician; we need to figure out how

many applications can be expected from each

product we use; any reputable brand should be

able to provide you with a cost and application

breakdown of their products, this is how you find

out how much it costs you per treatment. As an

example, a 15ml bottle of gel polish costs $25.00

per bottle we can get anything between 25-30

applications, we take the $25.00 and divide that

by 25, giving us $1.00 peruse. Every time we use

a layer of that gel polish colour we know it costs

us $1.00. We then do this sum with every product

we use in a treatment process. It can take a little

time, but it is something worth knowing when it

comes to your business.

Nails can be a profitable service if priced correctly

with Australian beauty standards. The minimum

hourly rate for a nail technician in Australia,

as per Fair Work is $21.92 per hour, going up

to $34.62 per hour or more, depending upon

experience. Factor in how long treatments take

for the technician to complete if you are doing

nail art charge more, it is more time, and it is a

bespoke service. In an ideal world, a nail salon or

nail technician should be charging a minimum $1

a minute for their time alone, then adding other

costs into those prices.

Lauren is the Gelish Master Educator & Head

of Education at Hand and Nail Harmony

Australia, distributors of Gelish Gel Polish.

Visit www.gelish.com.au to learn more.


Gelish ® and Morgan Taylor ® are proud to

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Beauty SHOP

GINGER & ME SKIN CHILL GLOBES

Ginger & Me Skin Chill Globes elevate holistic skin and mind health by transforming

your skin routine from chore to chill! Allow yourself the time to indulge fully in the

cool sensation of genuinely caring for you with a relaxing facial massage that

encourages skin and mind healing. Easy at-home lymphatic drainage massage

therapy for a brighter, more refined, and revitalised complexion.

www.gingerandme.com

HYDROMERSE

Hydromerse skin recovery system is a revolutionary new way to hydrate, cool, refresh & soothe even the

most sensitive skin types.

Its powerful hydrating formulation penetrates deeply into the skin, and with ingredients which instantly

repair, restore, cool, soothe and hydrate the skin. Hydromerse calms the appearance of redness, evensout

skin tone and reduces the appearance of fine lines and wrinkles making it especially ideal for use after

aesthetic and cosmetic treatments, or when you simply want an instant hydration boost for your skin.

Hydromerse Skin Recovery System contains no nasties. It’s colour-free, fragrance free, ethoxylate/

parabens & sulphate free.

www.hydromerse.com

NEW SUMMER KISS ULTRA DARK

BRONZING LOTION BY NATURAL

LOOK.

A body self-tanner formulated to deliver

an instant bronzing effect, hydrating

and nourishing the skin with Certified

Organic DHA and Centella, Shea

Butter and Vitamin E.

• 2 hr Rapid Tan

• Streak-Free

• Centella + DHA + Vitamin E

www.naturallook.com.au

EGCG LIPOSOMES BY DERMAVIDUALS

EGCG Liposomes has potent antiinflammatory

& anti-ageing properties, as

well as being a free radical blocker. Derived

from the soothing properties of camellia

sinensis, it’s extremely effective in treating

irritated, reddened, and cracked skin. By

modulating the protein kinase inhibitor p57,

EGCG Liposomes is able to control and

promote keratin and filaggrin formation in

your skin.

www.dermaviduals.com.au

NEW BRAND! FLORABIOME BY CHIZA WESTCARR

Calm is the first product offering from Florabiome by Chiza Westcarr - a biofermented

elixir packed full of antioxidant-rich goji and acai berries and stressmodulating

ashwagandha, rhodiola, passionflower and lemon balm.

It can be enjoyed by everyone. Swapping your favourite tipple for a delicious

glass of Calm may restore wellbeing, replacing ‘fight or flight’ with a calming

‘rest and digest’ response. Calm contains prebiotics, probiotics and postbiotics.

Your gut will thank you.

www.flora-biome.com

GOODBYE WRINKLES

Goodbye Wrinkles is the world’s largest range of anti-wrinkle silicone sleep masks,

which are re-usable up to 30 times.

The extensive range includes mouth, eyes, forehead, cheeks, frown masks as well as

masks to help reduce scarring, and stretch marks. Goodbye Wrinkles have also recently

added the unique Mummy Tummy Lift Mask to their range, which is proving to be extra

popular with not only mums but mums-to-be wanting to help prevent stretch marks.

Since the launch of private labelling in April 2020, the Goodbye Wrinkles silicone masks

are now private labelled by over 100 salons and clinics around Australia. Private

labelling allows the business owner to create their own brand of anti-wrinkle masks, and

also gives them the opportunity to maximise profit by naming their own price.

www.goodbywrinkles.com.au


YOUNGBLOOD CLEAN LUXURY SKINCARE

Pioneers in the clean beauty space, Youngblood Mineral Cosmetics is

now focusing on the first step in beautiful skin – high performing, clean

Luxury Skincare. This collection of effective and luxurious skincare

products is designed to complement their beloved mineral cosmetics

range with 6 standout formulas.

• Nourishing Cleansing Oil – new

• Daily Enzyme Exfoliant Crème – new

• Advanced Refining Serum with 5% Lactic Acid – new

• Radiance Renewal Treatment Glow Serum – new

• Eye Impact Revitalizing Eye Treatment – same formula, new packaging

• Micellar Water with Colloidal Silver – same formula, new packaging

www.youngbloodmineralcosmetics.com.au

GINGER & ME 7-DAY FOOT PEEL

No more excuses for unsightly, dry, scaly, calloused feet this summer or

ever! GINGER & ME 7-Day Foot Peel is designed to leave you with soft,

smooth, beautiful feet in just 7 days! Fruit Acids help to gently remove

dead skin cells allowing dead skin to peel away and results to be visible in

as little as 3-4 days with the full treatment complete within 7-9 days. Pain

free, safe, and convenient, this incredible treatment allows you to care for

and maintain your feet in the comfort of your own home.

www.gingerandme.com

ULTRADERM CLEANSER & SKIN POLISH DUOS

Ultraderm’s philosophy is to provide specialist skincare

with great value. Ultraderm believe that effective

cleansing and exfoliating are the first steps in achieving

radiant skin. To celebrate the start of the New Year

with happy healthy skin Ultraderm have paired their

best-selling Cleansers + Exfoliant together with an

eco-sustainable facial chamois for the freshest skin

start to 2021.

www.ultraderm.com.au

JOIKEN TATTOO BED

A tattoo chair is more than a piece of

furniture that sits in your salon, it’s an

investment into your business and over all

craft so it makes sense to choose one that will stand the

test of time. This tattoo chair is packed with features that will

bring ease into your life and comfort to your customers.

www.joiken.com.au

IMAGE SKINCARE I PRO MICRODERM EXFOLIATOR

This exfoliating treatment provides physical, enzymatic and acid exfoliation in a unique gel form.

Formulated with bamboo powder and rose quartz micro-crystals to provide the ultimate physical exfoliation.

Fruit extracts with enzymatic activity and natural AHAs exfoliate the skin to feel soft and smooth

and a menthol derivative provides a clean cooling sensation. Naturally-derived Alpha (AHA) and

Poly Hydroxy Acids (PHA) amplify client exfoliation, prepping the skin for the next step in their

professional treatment.

• Accelerates removal of dead skin with physical, enzymatic and chemical exfoliation

• Retexturizes, helps improve the appearance of sun damage and diminishes the look of lines

• Leaves skin soft, smooth and radiant.

www.imageskincare.com.au

MESOESTETIC ULTIMATE MICROPEEL

mesoestetic ultimate micropeel is a micro-exfoliating treatment that provides a

smooth renewing action on the skin surface, helping remove dead skin for a more

refined texture. It helps smooth out imperfections, instantly enhancing skin radiance

and luminosity. The combination of AHAs with an enzyme exfoliant provides a

weekly exfoliating, renewing action on the skin surface to reveal a smoother, more

supple and brighter complexion.

www.advancedcosmeceuticals.com.au/mesoestetic


“HOME TO THE BEST

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FEATHER SOFT SKIN

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the past 37 years, Xanitalia have been creating the best,

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IN SAFE HANDS

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with our large array of alcohol-based hand sanitisers,

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FAMOUS FOR PRECISION

Tweezerman Tweezers are world renown for perfectly

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BLOG spot

THERAPIST,

OR THERAPIST?

By Will Fennell

Ok, I am going to be totally honest with you here and not

pretend that I love every blessed moment of my chosen

career...... So, I will come clean.... Yes, there are some

days I wish to stab my clients with (sterilised) tweezers.

Not actually kill them as such. No, no, no! I’d never pull

off an orange jumpsuit in prison, just perhaps hurt them

enough, so they’d at least stop talking.

Does this make me a bad person, or even worse, a bad skin

therapist?

Don’t get me wrong, I am so blessed to have clients I call

family and I love nearly every single moment with them, it’s just

sometimes in the mornings I hardly have the energy to apply

deodorant under both arms, without then having to spend the

day listening to the unique “personal” challenges, that each of our

clients are facing in their day to days shenanigans.

I love being challenged with skin conditions such as acne,

rosacea, lines, wrinkles, sensitivities. These tests of my

professional expertise are why I went to Beauty School and not

what I am talking about - these challenges are why I do what I do,

and I wouldn’t change it for the world!

It’s more the other side of our profession when we slip from being

skin therapists into being more “budget” mental therapists. Maybe

they did teach us this particular forte at college? I just must have

been doing pedicure training and missed the class at school on

how to advise your client on whether to keep the lover she is

sleeping with behind her husband’s back?

So, can we be good skin therapists and balance it all. One that

treats skin, is empathetic, but is able to keep their clients at a

healthy distance?

I myself have always had trouble with this one. I once advised

a client to divorce her douchebag husband. Let’s just say it all

ended badly, for all parties. But mostly me. It is surprising just

how far a 100kg muscle man can throw a 65kg twinkie.

Admitting that I am not so good at it myself and to make sure I

don’t ever go to prison for stabbing a client, I asked my business

partner Peta Friend, who without doubt is the best skin therapist I

know, who somehow perfectly balances professionalism with the

warmth of a client/friend relationship, for some advice.

Here are some points she gave me that help her keep a healthy

therapist /client relationship balance in her life.

Peta; “Lead with kindness, ask questions about skin first, but then

if the client wants to open up about their private life, listen, but

don’t pry and never (ever) give advice.

Will; “But what if they won’t shut up”?

Peta; “I am always really firm, I never reply with any questions. I

just listen and then lead the conversation back to their skin.

Will; “What about invitations to weddings and birthdays”?

Peta; “Depends on how good the food and champagne is! This

one I decide client by client. You need to remember for a lot of

my clients I have been a big part of their wedding preparation and

they want me to be a part of their special day. Mostly I am very

proud to be there with them”!

I really love this advice. Remember we are skin therapists, not

psychologists and I think that there needs to be a very firm wall

between therapists and clients when it comes to their personal

lives.

But never discount that what we do is an incredibly personal

service. Our clients often adore us and think of us as family.

Sometimes we just need to use our common sense, listen to

them, show them our appreciation and love, but remember they

are clients, and you are their skin therapist. Set boundaries and

stick to them.

Give them good skin, leave their personalise lives to them and

that will have them coming back for more!

Will Fennell is an international trainer for BIODROGA

biodroga.com.au @biodroga_aus

56 Beauty Biz Year 14 Issue 1


BEAUTY

& SCIENCE

FOR THE INDIVIDUAL

BEAUTY OF YOUR SKIN


BLOG spot

2021: THE YEAR OF

MAKING BUSINESS EASIER

By Elle Wilson

Ready to make 2021 the year running your beauty business becomes

easier? I hear you! So, let me tell you how to begin...

I personally am a little tired of the idea that

business is hard. It isn’t business that’s

hard. We make it hard and ironically, it

can make us feel good. We even believe

that there is some kind of virtue in ‘doing

it hard’. Believe me beautiful, there isn’t.

Our lack of clarity and our lack of ability

to be laser-focused is what makes

everything harder. It ignites our emotional

body, makes our head fuzzy and leaves

us feeling overwhelmed. For some of us,

the shiny objects, lack of leadership skills,

inability to define our one true desire for

our business or take the time to ask

ourselves the most important question (I

will reveal this below) is what causes the

chaos or “hardship”. The chaos that you

will eventually arrive at if you just dive in

and start “doing”.

Is there right and wrong in business?

There is.

It took me years to admit this.

If we want to do it easier, there is a way.

When I wanted it easy, I started to listen,

to be more vigilant about what makes

business easy. My emotional body wasn’t

needed or triggered. My overwhelm

subsided.

Human beings are awesome at making

messes they then have to clean up.

Sometimes it’s possible and other times,

it isn’t. This is why the stats that show how

many businesses fail within 5 years of

opening are extremely high.

Let me share with you a secret…

Successful business doesn’t have the

tiniest element of luck in it. It’s all about

planning, strategy and moving forward

with clarity.

So now think about your business in

2021...

Do you want the same old struggles or to

continue believing that business is hard?

Do you LIKE business to be hard?

Of course not!

In this article, I am offering you ONE

solution that is essential to you streamlining

your business this year; making it easier.

I will then go on and share with you how

my TrueBrow salon owners use this

solution and most importantly, why.

Over the last 36 years in the industry,

I have picked up a few tricks. In the last

20 years alone, I have mentored and

strategised the businesses of thousands

upon thousands of business owners.

The majority of them, I could even go as

far as to say about 99% of them, had no

idea how to answer when I asked them

one of the most essential questions an

entrepreneur must know to ensure clarity.

Clarity for their values, their messaging,

their marketing, their furniture, their email

campaigns, their promotions and so on.

It’s like the laying of the foundation.

The question… “What business model is

your beauty business using?”

Their answer... “I don’t know, Elle?”

And there it is... BINGO! Even just

acknowledging the fact that their

businesses weren’t operating according

to a purposefully chosen business model

was like a lightbulb moment… Finally, they

could clearly see where a foundational

decision HAD to be made to move forward

and that in itself, begins to make business

easier.

I want you to take a look at the definition

of these two precious words: business

model.

A business model is a framework to

understand, design and test your business

idea. It provides a systematic way to

identify how you can profitably generate

revenue while creating value for your

clients.

Now, don’t get me wrong, there are still

challenges, hiccups and this first step isn’t

the cure to all life’s pain, but selecting a

business model will stabilize you, align

you with your deepest business desire and

most importantly, it will give you clarity in

moving forward in 2021.

Remember, the opposite to clarity

is overwhelm, frustration, depletion,

confusion and we don’t want that.

There are many business models a

beauty business can use to grow, such

as a membership program, the influencer

model, the referral model, the nurture

model; these are just a simple few.

But there is one specific business model

we offer and support our TrueBrow

community to implement. And, the most

successful of our students are the ones

that follow through without a moment’s

hesitation.

They operate using the “Expert/Skilled-

Based Model” because it is the one

business model that eliminates so much

extra work and offers the greatest rewards

with the lowest outgoings.

This business model requires absolutely

no paid advertising for the salon owner,

eliminating the need to understand or use

Facebook/Instagram paid marketing, let

alone stay up to date with it. It requires

no discounting or price cuts. It eliminates

the competition and the best part, this

business model can be used for absolutely

ANY beauty service - that’s right! It’s not

brow specific.

So, what is your next step in beginning

to make running your beauty business

easier?

It’s easy! Start with a solid foundation.

Choose a business model that makes

your heart sing and that you know your

strengths are aligned with. You have so

much to continue learning when you take

on the role of entrepreneur, don’t add to

this by choosing a business model that

isn’t aligned with your greatest strengths

and one that makes everything harder.

Your business is a reflection of you.

Decide for clarity and say good-bye to

chaos! If you need support selecting your

business model, I am always available to

bounce ideas around with.

Elle Wilson - Brows and Business Guru

www.truebrow.com

58 Beauty Biz Year 14 Issue 1


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BLOG spot

HAPPY NEW YEAR!

By Julie Cross

Here we are well into 2021 already. I woke

up this morning and as I lay there reflecting

on this New Year on our expectations and on

what I wanted to share with you around this,

and, well it got me thinking about ‘waking up’.

Firstly, how grateful I am to be waking up to another day and

another year. Let’s just start there and be grateful for that.

Sometimes we really need to go back to the foundations and

scaffold up from there and a ‘New Year’ is always a good time to

check in on the foundations to make sure they are strong. Now

that may be the foundation of our business, our personal and

professional development, or our mental and emotional health.

So, to start with just being grateful you ‘woke up’ today in 2021,

isn’t that a good feeling!

And then I was reflecting on all of the ‘chatter’ I was hearing about

the year that was and the year that will be, you know what I mean,

you hear things like this, ‘Good riddance to 2020’ or ‘2021 better

be better’ or ‘This had better be MY year’ or ‘I can’t do another

one like that’ etc etc. And of course, much of this is habitual

banter that we throw around at the beginning and the end of years

depending on how we feel about what ‘life delivered’. But I would

suggest we wake up to the power of that chatter and remember

that what we say can influence our day and our year, and 2021

will just be the year it will be, and we will be the ones who decide

the attitude with which we deal with the days we have and each

day is indeed a gift. Let’s wake up to that!

But, in reflection I have also noticed people are ‘awake’ to

the many gifts that they discovered in 2020 in and around the

pandemic and in and around their own personal struggle and

pain... and when we are ‘awake’ we know and accept that some

struggle and pain is always a part of life... and while we should

always acknowledge our painful moments, give them space and

honour them, let us also be ‘awake’ in the knowledge that life is

not out to get us and we are not under personal attack from life,

and let us remember and be ‘awake’ to the knowledge that what

we focus on expands.

So, 2020, thanks for ‘waking us up’ and reminding us that physical

health is where it is all starts, after all if we do not have life itself,

what do we have? Thanks for waking us up and reminding us

that it is not JUST economic health that is important. Thanks for

waking us up and reminding us that we should not be relying on

travel far and wide to make us happy, but instead we can travel

deep within. Thank you for waking us up to the notion that we

should always be saving something for a rainy day, because life

never promised us sunny days every day and we need the rain,

even if to just appreciate the sun and enjoy the rainbows. Thanks

also for reminding us that in the times that are hard, times that are

overcast and dark for us, well there are others that may be having

their sunny days... and they deserve those too, and our sunny

days will come again.

Many people were woken up to what is really important in life

and have been reminded that so often it is the simplest of things

that make us happy... and suddenly the yearning was not for the

overseas holiday to make us happy, but instead it was just to be

able to hug our family... nice to wake up to that.

And as we sneak into 2021, let us stay awake, let us remember

the gifts of 2020, and I for one will not be putting any pressure on

2021 to ‘provide me’ with the year that I think I deserve, instead

I will stay awake to knowing that any day we get to be still here

and able to feel and live life, to make choices about how we deal

with what we are dealt, to be awake to really doing life’s journey

with all of its joy, laughter pain and wonder, to just have life itself...

well let me remember to always stay awake in gratitude for that.

You are also invited to wake up to knowing the difference you

make in the work you do. You are on the front line and we have all

been woken up to the knowledge that it is people like you making

a significant difference in our communities. Going about your

jobs every day, affecting people with your positive and vibrant

energy… lifting peoples spirits when they are down, well that is

also highly contagious and that really makes a difference in this

world, especially the world we have at the moment. But there is

more, in this time of being physically distanced you still have the

power to touch, don’t play small on that, wake up to the power of

that, humans need touch, people will be craving it, the stage is

set, it is your time to shine.

So, 2021, you are welcome. Come on in and do what you do, I

know you will bring some wonderful moments, some challenging

moments, some joyful moments, some moments that may bring

us to our knees and others that will have us punching the air in

delight... and we will do our best to live our best life and honour

you with the gratitude that comes firstly from just having life itself,

and let us always be awake to the fact that we can’t always

control what happens to us but we can choose how we respond!

I want to be ‘awake’ and feel it all, grow some more, give some

more and be some more... I am awake, and I am excited!

How about you?

Sparkle on!

60 Beauty Biz Year 14 Issue 1


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BLOG spot

CAN MONEY BUY

YOU HAPPINESS?

By Lisa Conway

Everyone says that money doesn’t buy

happiness. Lies! I tell ya … lies!!

Let me explain how money does buy happiness, especially if you

own a beauty business and have a couple of kidlets.

The fact is money pays for everything. Your holidays, your home,

your kids’ education just to name a few. These are the things

that give us a platform to enjoy a happiness experience. Now

you can have happiness in a tent, a one-bedroom apartment or

a 60 square home too you don’t have to be high end to enjoy

happiness, happiness is for the most part, a mindset.

The one thing you do need for happiness is to have the freedom

to choose where you spend your time and if Coaching salons has

taught me anything it’s that time is a challenge for every salon

owner I’ve ever met.

It’s the no 1 pain point of salon owners everywhere. Lack of time

is very frustrating and it’s the same for both rural and city both

entry level beauty, a spa or as I say heavy duty beauty they

would all welcome more time.

In the early days of owning a salon we start out doing everything

and that’s usually unavoidable. You are building and we don’t

have the financial resources, so you become a do er that’s where

you do everything. Now for most us there is never a written plan

to swap over to become a who er. That’s when you change from

“I need to get it done “to “who can I get to do it for me?” That’s

when the magic happens, and you will begin to free up your time.

The first step to finding more time is to know what your hourly

earning rate is in the clinic. What can you earn per hour working

on clients? Not knowing that and respecting your skill set is where

most of us go wrong.

I suggest you list all the tasks you do for a week at home and at

work.

For this exercise I’ll use home as the example but at work the

process is exactly the same.

Track yourself and be honest about all the chores you do from

collecting kids and all the other kid activities, cooking meals

and making lunches, walking the dog, changing beds, loads of

washing, mowing the lawn, washing the car, the list goes on. Then

I want you to see where you can outsource ten hours. You see

most career women need a good old-fashioned fifties housewife.

Too often I see women especially mums doing everything, they

often don’t even think about outsourcing or if they do, they get the

guilts about it.

Here’s a fact… your kids don’t see quality time as you are doing

chores and they are on the iPad. Your time with them should be

other things too. Ask them what they think would be quality time,

you might be surprised at the answer.

When my kids where 8 – 10 I started taking them on a Sunday

morning for a latte, we polished up a bit and we went to a wine bar

that served coffee. We all sat and poured over the newspapers

and chatted about the topics we saw, social events, the sport

results, the gossip columns etc. It was a great little tradition we

developed; my hope was for them to be interested in current

affairs. For less than $30 they drank hot chocolate from a fancy

cup and I explained things like politics, law and religious beliefs

amongst other things.

Kids grow up fast and, if you are lucky, they will leave home.

I didn’t want their only memories of me to be doing chores or

working at the salon.

I believe every salon owner deserve a part time wife, it will be the

best investment you ever make, and it will buy you happiness.

It might be a housekeeper that cooks a lasagne and makes a pot

of soup every week while minding the kids. The aim is for you to

find $300 a week somewhere and to re purpose it so you can buy

yourself same happiness.

Maybe you park 8 blocks away for free parking and walk to work

every day? Maybe you bring your lunch from home saving $20 a

day. Maybe you stop buying clothes for a bit or eating out. Maybe

you sell things you no longer want, clothes, pot plants, vases,

gym equipment you never use. Every one of us has hundreds of

dollars’ worth of things we don’t use or don’t need that we could

sell online.

Imagine this … you come home after spending the day in the

salon and the house smells of home cooking the kids are bathed

the readers are read and everyone is in their PJs and excited to

see you. That money definitely bought you happiness. That one

day that you stay late and work servicing your high-end clients

could return you three times what you paid the home maker and

so it makes sense to re consider your choices.

You may not have any kids; you might use your $300 to have your

garden maintained, your ironing done and the window’s cleaned

along with your dog walked. It’s up to you but I do know that your

beauty girls do way too many $30 an hour jobs. You could be

earning between $150 - $200 per hour in the clinic and paying

someone else the $30 an hour.

Food for thought… my belief is you deserve it.

For more salon wisdom, email me at lisa@zingcoach.com.

au, visit my website, find my video tips on YouTube or read

my latest book Your Salon Retail: the no-nonsense, nohype

guide to kick-arse retail in your salon business. www.

thezingproject.com.au

62 Beauty Biz Year 14 Issue 1


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BLOG spot

YOU CAN’T FAKE IT

TIL YOU MAKE IT

By Paul Frasca

It’s fair to say that we’re in an industry where it’s easy to get caught up in the

magic - the beauty biz sells the hope of transformation, self-improvement and

inclusivity, and on the most part, it really delivers. But given all that’s happened in

the last 12 months and the growing number of conscious consumers, I’ve started

thinking about how we ‘sell sustainability’ in our businesses… and do we deliver?

Let’s agree that the ‘green-washing’ movement has (finally!)

moved out. When eco was introduced to the mainstream, it was

kind of a trend; a label spruiking ‘natural’, which was enough to

propel your business into the ethical category and satisfy the new

eco-consumer. But there was rarely an actual eco-impact in that

bottle; it was full of empty promises.

We’ve come a long way since then, though. Young Aussies are

living the consequences from past actions and now they actually

care about what’s behind the label - they’re passionate, informed

and armed with the power of a dollar they won’t give up easily.

I’m normally a big fan of ‘fake it til you make it’ (words to live by

when you’re trying to get a start-up taken seriously), but when it

comes to adding sustainability practices or statements into your

business, this MO needs to go in the bin.

And with the help of the recent Junkee Media 2020 Youth

Research report, I’m going to show you why.

FACT: 70% of young people really give a sh*t about Sustainability

and the Environment

Second only to mental health, and coming in above gender

equality. It’s one of the big, profound issues of our time, and we

can no longer pretend it’s just the hippies who care.

FACT: 89% are taking environmental action in their own lives

They’re reducing the amount of fast fashion they buy, actively

avoiding single-use products, increasing their reusables collection

and even reducing their meat consumption - the youth market

is not just aware they now have environmental choices, they’re

making them. You know what else? 51% said their environmental

actions had not changed because of COVID-19. I think Junkee

summed it up best: “It’s a passion so deep that not even a global

pandemic could stop them.”

FACT: 79% are willing to sacrifice chemical-based beauty

treatments to help the environment

You can only work with what you have available to you, I

completely understand. But are you researching your suppliers’

sustainability practices like a young Aussie is researching yours?

It’s true that the beauty industry has a long way to go to provide

more sustainable product options (it’s a single-use wasteland!),

but there are incredible companies out there innovating and

offering solutions - even if they’re small ones for now. Think

biodegradable, compostable, recycled, recyclable, machinewashable,

FSC certified (for paper products), and certified

organic.

FACT: 56% say the most

important quality in a

brand is acting ethically/

with integrity (and 33%

say it’s giving back to the

community)

Now that I’ve put the

hard word on about your

product choices, I’m

sorry to say, but stocking

eco-friendly treatments is

just not enough anymore.

56% need you to prove

you’re acting with

integrity - that’s more

than half. And I should

point out that it was the

third-highest on a list

of 19 options, beaten

only by “has good

quality products” and “is

environmentally-friendly”

(see above facts 1, 2 and

3).

This is where faking it won’t just hurt your client’s feelings, it could

eventually really hurt your bottom line. Offering a trend-based

‘green’ statement, whacking up a social media post claiming your

virtual support for a cause, or introducing a practice you can’t

explain end-to-end is eventually going to catch you out.

Believing what you’re implementing and understanding it start to

finish, creating a staff culture that accepts and advocates this,

and visibly acting upon these practices in full view of your clients

is the only way to satisfy (and grow!) this important segment in

your business. At Sustainable Salons, we’re passionate about

helping our salon members successfully introduce sustainable

practices through an awesome induction, ongoing education and

transparency, fun and meaningful engagement opportunities,

and a super simple recycling and community benefits system that

your clients can actually touch and feel, and see you do.

And nothing is more real than that.

Keen to join the movement? Find out more at

www.sustainablesalons.org!

64 Beauty Biz Year 14 Issue 1


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BUSINESS

LEVERAGING

SOCIALS FOR

GROWTH

By Rachel Medlock

Are you ready to up your digital game in

2021? Of course, you are!

Happy New Year! Like most of us, I’m sure the

start of 2021 is a fresh start (and a big thank you,

next to 2020). Day one of a twelve new chapters,

the beginning of some big changes and the year

you take control of how your business is showing

up online.

If we haven’t met before, hello! I’m Rach, the

Head Honcho behind do you even social?

We’ll get to know each other over the next year

as I join the Beauty Biz squad as your social and

digital expert.

Kicking off our time together, I’m sharing ways

you can up your digital game in 2021 and why

achieving transformative results online doesn’t

need to be an intimidating experience. Ready,

set, let’s get digital!

DON’T FORGET THE BASICS

The start of a new year is the perfect opportunity

to ensure you’ve got all of the basics covered on

social media.

Basics such as ensuring your profile picture fits in

the Instagram circle, updating your bio to remove

any Christmas gift pack promotions and updating

your cover photo to include a showstopping first

impression of your business are often overlooked

updates that take one minute or less to correct.

Whilst you’re ticking off all the basics, don’t forget

to double-check that your contact information is

correct, call to action buttons are working and

that your link in bio sends people exactly where

they need to go.

YOU SHOULD HASHTAG THAT

If you’re not already using hashtags on

Instagram, you’re missing out on a tonne of

opportunities to connect with potential new

followers (and ultimately, new customers). For

66 Beauty Biz Year 14 Issue 1

those already using hashtags, 2021 is your year

to optimise your strategy to welcome more of the

right people to your posts.

Every Instagram post allows thirty hashtags, and

every Instagram story allows ten. This is up to

thirty new opportunities to create connections

online. As a result, it’s important to really consider

the hashtags you’re using on social media and

whether they’re putting your posts in front not just

your ideal customer but people that can actually

engage, visit and spend money in your business.

For example, if you’re still using hashtags

like #skincare #facial and #beauty, you’re

automatically competing with over 60-million

other posts. Truly! These incredibly high-density

hashtags may be popular but because of that,

they’re ultra-competitive. They also lack the

specificity required to put your post in front of

paying customers. This is where location and

demographic-based hashtags come into play.

Next time you’re putting together your post’s

hashtags, consider your location and your ideal

customer. Changing #facial to something more

specific to your location like #melbournefacial or

#toorakfacial, makes it a lot easier for potential

customers to find you. These hashtags take

the density from million to thousands (or even

hundreds) and exude quality over quantity vibes.

When it comes to demographic-based hashtags,

consider what your ideal customer does when

they’re not visiting your business. Are they

career-driven women that would connect with

hashtags like #businesschicks or #ladystartup?

Are they mums dreaming of some me-time

that would respond to #mumsofmelbourne?

Perhaps they’re on the ‘gram looking for a

solution to their new year’s resolution like

#melbournebodycontouring!

In addition to covering your location and

what’s actually going on in the photo (think

#enzymetherapy), don’t forget to consider what

characteristics your ideal customer possesses so

you can become part of their fabulous lifestyle.


LIGHTS, CAMERA, ACTION!

You might roll your eyes at me in a moment but

2021 is the year to put a face behind the name

and reap the engagement benefits. Getting in

front of the camera for Facebook and Instagram

Stories, Reels and IGTV sessions are all ways

that video is celebrated on social media. It goes

without saying that our audience consistently

responds better to content that features ourselves

or members of a team because it humanises the

brand they’re following.

I want you to take a look at the content you’re

scheduling on social media and ask yourself

“could this be a video?”. Content such as

educating about a new skincare product,

describing your latest skin treatment or even

introducing a new team member are all ways

that you could switch a regular post out for a

video and start creating meaningful emotional

connections.

The best part? This content can be recycled!

If you’ve produced a brilliant new in-treatment

IGTV video (shared across to Facebook of

course), make the most of it by including it in

your next e-newsletter or as part of a blog post.

Six months down the track, you can repost that

video to your socials and re-introduce it to the

new followers you have gained along the way.

Video will always be one of the heroes of social

media so now is the time to embrace it.

YOU’RE A BLOG BOSS

Jumping off social media for a moment and

moving to your website, a blog is another brilliant

way to be showcasing your expertise online. It’s

time to showcase your incredible knowledge

through informing and engaging blog posts.

Not only are blog posts another value-adding

resource for your clients, but your website’s

going to love them too! Regularly adding quality

content like blogs to our website puts us in the

good books of Google. How? Through SEO.

Search Engine Optimisation (SEO) is the dark

art of getting your website on the front page of

Google. It takes into consideration the quality

of the content you’re producing on your website

and also the keywords you’re using to spread the

word.

When kicking off SEO efforts, consider what

people are searching online to find a business

like yours. Just like the exercise we did for

hashtags, think about your location, services

and the problem you are solving for your clients.

Searches for a business like yours could include

Melbourne Skin Clinic, LED Facials Brisbane or

even Fat Freezing Sydney. Including a keyword

or two in your blog posts helps boost those SEO

juices.

Like everything in the digital marketing world,

SEO is a marathon and not a sprint, but it will pay

off over time! In addition to boosting your page

rankings, blogs can be recycled into e-newsletter

features, social media posts (at least 4 to be

exact!) and as educational resources that you can

refer to during your client’s treatment journeys.

A WHOLE NEW WAY TO EDUCATE

Instagram Guides arrived on the scene towards

the end of 2020 and I know you’re going to

love them as much as I do. Designed to share

our must-know places, products and posts,

Instagram Guides make educating our audiences

seamless and ultra-engaging.

Instagram Guides maximise content that already

exists so there’s no need to panic about needing

to produce more posts each month! A platform

for you to compile must-know info on specific skin

concerns, retail brands, services or even how to

perform at-home treatments, Instagram Guides

house your existing posts and group them into

dedicated themes and topics.

So, why use Instagram Guides? It’s simple!

There’s something for everyone. It’s a space for

new clients to visit when they’re ready to tackle

a skin concern, for the skincare novice that’s

looking for a professional brand and the existing

client that wants to up their self-care Sunday

game. Instagram Guides celebrates the amazing

content you’ve already produced and repurposes

it as an informative, educative and value-adding

hub.

BE PREPARED FOR CHANGES

Now, it wouldn’t be social media without a few

spanners in the works! Facebook has kicked off

2021 with the announcement of some significant

changes coming our way.

In true Facebook style, the rollout of their new

additions will be a slow and sporadic process

so get ready for your page to appear differently

overnight. Whilst what we’re sharing on

Facebook won’t necessarily change, how our

audience engages with it will.

Facebook is removing all page likes and instead,

moving to followers. This will require a switch

in your language when asking your clients to

connect with you online.

For us admins, our user permissions are being

altered and we’re gaining some new call-toaction

focussed insights! From a customer point

of view, our bio will be front and centre (so make

sure it’s updated) and they’ll have the ability to

ask us questions in a public forum.

Ready for a year of nailing your digital game? I

know I am! Let’s connect on socials and ride the

wave together.

Rachel Medlock is the Founder & Creative

Director at do you even social?, a creative

digital agency with a twist. Learn more about

Rachel and her digital fairy godmother skills

at www.doyouevensocial.com.

Beauty Biz Year 14 Issue 1 67


BUSINESS

MAKE YOUR BRAND BLOOM

By Sarah Garner

Your brand is so much more than your logo, it’s the essence of who your business is, what it

stands for and what your customers love about you.

If 2020 has taught us anything, it’s that

standing out from the crowd and showing

up for our customers is absolutely crucial.

From the way we present our business

online to the touchpoints throughout our

customer experience, every inch of your

brand journey needs to ooze authenticity.

So, how are you setting yourself apart in 2021?

It needs to begin with your brand. Today, we’re

drawing your attention to 3 key elements of your

visual identity that with a little love, attention

and a strategically placed colours and font [we

couldn’t help ourselves], your brand is set to

bloom its way into the new year and beyond.

KNOW YOUR AUDIENCE (AND LOVE

THEM HARD)

Are you communicating directly with your dream

clientele or just sending messages out into the

universe and hoping for the best? If option B was

your answer, then you need to keep reading.

In 2021, we want you to be so clear on your target

audience that when your dream customers (they

are the ones that leave you feeling incredible)

engage with your touchpoints, it feels like a note

from a long-lost friend.

When working on your branding goals for

the new year, ask yourself the following

questions:

● What am I helping my client achieve?

● What feelings does my current brand evoke

at first glance?

● What story do my current brand colours and

fonts tell?

● Why do my existing clients choose my product

or service over somebody else’s?

● What makes my branding different from the

others in my industry?

Knowing exactly which rocks to look under to find

that dream audience, understanding what lights

them up and also what they love about your

brand is incredibly valuable insight. Use these

details to start deciphering ways that your brand

can attract more of the right people and channel

your valuable energy into touchpoints that deliver

results. This may see you tweaking your tone of

voice, updating your colour and font choice or

reviewing your logo.

Whatever changes you make, ensure you update

your branding style guidelines too.

REVIEW AND REFRESH YOUR

TOUCHPOINTS

This year, we have seen an *explosion* of

consumer interest in shopping local and

supporting small business, not too mention the

bucket loads of online sales. Consumers, more

68 Beauty Biz Year 14 Issue 1

than ever, want to know the story

behind the brand and the unique

points of difference just as much

as the product or service offered.

They want to connect with your

business as thought they were

connecting with a new friend. They

want to experience your brand for

it’s unique point of view, difference

and all that you make them feel.

Now is the perfect time to review and

refresh your branding touchpoints

to ensure that at every stage of your

customer journey, you’re creating

those meaningful connections that

your dream audience craves. Tap

into your brand values and look for

ways that you can be interacting

with your customer more, creating

conversation, showcasing your

brand’s why.

For our hair, beauty and wellness

petals, this could be refreshing

your in-person experience with

client welcome gifts or a glow up

of your printed treatment menu.

Online, it could be injecting more

of your brand’s style into your

social media content or boosting your reviews

and recommendations to provide social proof

that align with your brand values and ooze

authenticity.

For many, this isn’t a case of reinventing the

wheel, rather adding some extra air into them,

helping them move into 2021 at a much smoother

pace.

Clarity, consistency and commitment to your

brand

If defining your audience and touchpoints is

leaving you unclear, the start of 2021 is a brilliant

time to start making those power moves and set

some serious branding goals for your business.

Beginning with clarity, it’s time to get crystal clear

on your brand’s values, mission and who your

touchpoints are intentionally speaking to. Once

you’re clear on what your brand is, you’re able

to start crafting ideas and strategies around

how to share it with the world. If what you’re

visioning doesn’t align with what you’re working

with, it’s time to do a branding audit to see what’s

working, what’s missing and what’s not quite

right. Designed for the blooms who want to know

how to fix the leaky holes in a ship, our branding

audit is the best place to start for your road map

to getting your Brow Brand Game Strong.

Branding in 2021 and beyond is SO much more

than a logo and a colour but these elements are

still some of the most important features of your

visual strategy. If you’re not already working with

a style guide, this is a fantastic starting point

to help you bring more consistency into your

branding.

Know the features that make your brand bloom

and stick to them. Now is the time to stop using

that colour that doesn’t align with your message,

that font that’s hard difficult to read and the tone

of voice that is the total opposite to your beautiful

energy. We know we sound like we’ve got our

bossy pants on but someone’s gotta say it right?!

2021 is the year for every inch of your business

to exude your beautiful brand. By kicking off this

year with a solid review of what you’ve done,

where you’re headed and how to get there, every

corner you turn, every touchpoint you create and

every customer experience you embrace can

see your brand bloom.

Sarah Garner is the Founder and Creative

Director of Digital Bloom, an industry-specific

branding boutique dedicated to making your

growing hair, beauty or wellness business

turn heads for all the right reasons.

Visit Digital Bloom’s website

www.digitalbloom.com.au or contact

Sarah at hello@digitalbloom.com.au


BUSINESS

NO STAFF, NO WORRIES

By Karla McDiarmid

It’s been a roller coaster 12 months for

every business owner all over the world.

One positive to come out of the last year

is our industry has DEFINITELY grown

from strength to strength and the power

of connectivity and the zest of business

owners helping one another has been

tremendous throughout our industry. We

now know we can not only survive during a

pandemic but for many in our industry our

business’s have never been busier!

Our clients and customers cannot travel or spend

their hard-earned dollars overseas let alone

interstate. Guests are spending more with us

than ever before - it’s incredible to see!

With this wonderful success boom in our industry

comes many challenges - some positive & some

negative. One negative we are seeing on a lot

of the online forums is the staff shortage in our

industry.

Many of our therapists have opened home

business’ or left our industry completely pre

covid. With this current industry boom, we

have more guests than ever before but we are

left with a skills shortage with every second

business is currently looking to hire qualified and

experienced staff.

So, what else can you do if you are in this

fabulous position of being ‘fully booked’ & now

turning customers away -

I believe it’s time to start looking at services

that don’t need a therapist, how we can make

revenue on our unused areas in our business

and invest in equipment.

This is exactly what I am looking at in my business

right now. have two successful Medi Spas in

regional NSW. There is no one qualified on the

radar for us to employ and we are 3 hours away

from a major city. Not even our local TAFE will

recommend students which makes it incredibly

tough. With this in mind I believe our answer is to

look for treatments and experiences that require

no therapists as such, but ones where we can

train a professional to assist in the business or

bring in a new apprentice or retail trainee.

SOME TREATMENTS THAT I BELIEVE

WE COULD ALL BE LOOKING AT

IF OUR BUSINESS MODELS PERMIT

ARE:-

Relaxation massage lounges

There is fabulous options for massage chairs

now, they recline, you can perform a facial in

them, they can play music, they can blow oxygen

at you, you can even add a TV but I also see that

it saves our therapists hands and if you want to

keep staff happy, often it’s less massage on a

day to day basis.

An LED light facial lounge

A consultation can be held on the first visit with

a qualified practitioner with a complete LED

recommendation treatment plan for home & in

the clinic, documented with the guest arriving

each follow up visit and looked after by the

trained receptionist .

After the initial consultation your front desk team

will be able to set up the client each visit and

assist with application of SPF / creams. I would

recommend a regular check in / phone call to

ensure your customers are happy during their

program by the qualified professional to ensure

the guests results are on track but your guest is

relaxing in the massage chair under the LED &

you aren’t turning customers away!

Teeth Whitening

Teeth whitening treatment whilst your guests

relax in the massage lounge. Teeth whitening

is still very popular in many clinics but again I

always recommend regular checkups as teeth

sensitivity can happen often & use reputable

brands.

Meditation lounges

Companies like Ginger & Me have mastered

this with wellness & mindfulness a must for our

stressed clientele. It’s a great way to include

this in your clinic as another added bonus.

Again, utilising your massage chair + adding on

mindfulness experiences means you can keep

adding more dollars to your business without a

therapist.

Infrared saunas:

The health benefits of infrared saunas is endless.

These are an excellent wellness option that again

only needs an operator to turn on & off & clean

between. Excellent for clients on detox programs

who may also be using your LED lounge for skin

clearing / healing. Many customers are having

fat cavitation too & thus could be a great way to

cross promote with other nearby clinics to help

each other’s guests.

You can have a whole new ‘massage experience

lounge service menu’ the choices are endless -

add a face mask, add a foot spa treatment... the

choice is yours.

Let your business continue to boom by adding

in treatments that don’t require a qualified expert

but instead let your companies train your front

desk team / trainees in how to operate and

recommend home care recommendations.

We all need to start thinking outside the square

a little to keep innovating our business’ in tough

staffing times.

www.secretstosuccessbykarla.com

Beauty Biz Year 14 Issue 1 69


BUSINESS

HOW TO

GO FROM

THERAPIST

TO CEO

By Jessica Kidner

70 Beauty Biz Year 14 Issue 1


Without a doubt, the number one question I get in my inbox is “How do I make the jump from

therapist to CEO? ” After a little bit of probing I usually find out what they are really asking is

“How do I reduce my hours so I have more freedom and still earn an income? ”

Many of us go into business for ourselves

because we see the potential to make more

money and the sound of being our own boss

is freeing. However, soon enough we find

ourselves stuck in the rut of being at the

mercy of our clients, working extra hours

just to make them happy and burning out

managing every little task it takes to run a

business.

Let’s not forget all the time we spend on social

media trying to build an online presence to

ensure we have some sort of marketing platform.

Your dream of working for yourself can quickly

turn into a full-time job with no benefits.

There comes a time when you realise your

business has a lot of potential and you start to

dream of ways you can grow it. However, the fear

of stepping into the role of a CEO scares most

people. Trying to figure out where to start or being

afraid of making a wrong move can paralyse

even the most confident business owner.

It would be easy if there was a step-by-step

formula showing you how to grow before you

make any moves, but I think the magic happens

when you start making mindset shifts and find the

courage to make those bold changes inside your

business.

So, how do you start growing a service-based

business which relies on you, to run more like

your dream business. A business where you

become the leader and start building an asset

with a stream of income.

The answer is building a team of staff. With a

service-based business you need someone to

perform a service and if you are doing all the

clients yourself, you only have a fixed amount of

hours that you can give. To increase the amount

of hours available we need more of you.

Employing staff is the only way to still service

your clients and reduce your time away from the

physical part of your business.

This will also allow you time to build the business

from the inside, provide more flexibility in your

day whilst still earning an income.

The idea of passing your clients on to other

people might scare you to your core - after all

you have worked so hard to build those clients.

Handing even one person over to a staff member

seems impossible. To add insult to injury your

clients tell you “I won’t go to someone else” and

we tell ourselves “no one can do it as good as

me”.

These are what I call limiting beliefs, they are

holding you and many other people back from

growing in the beauty business. They hold you

back from growing your income and stop you

from having freedom to do the other things you

want in life.

If you are done with the burn out and being tied

to your business then it’s time to start to move

the needle towards growing your business into

something that works for you not the other way

around.

Any good business expert will tell you systems

and procedures are the keys to freedom and

growing your business but there are also a few

other key areas to focus on before you get to that

point.

5 KEY AREAS TO FOCUS

ON RIGHT NOW

MAP OUT YOUR PLAN

You can’t plan for the next stage unless you

know where you want to go and what you want

for your life and your business. Once you know

the destination you can work backwards to plan

out the path. This doesn’t mean you must stick to

this plan; once you start making moves towards

your dream some things may not feel right or fit

with your idea. This is ok, you can adapt and

change along the way! In fact I believe you need

to start moving towards an idea before it really

becomes clear what you actually want. Don’t be

afraid to dream big. Start with how you want to

spend most of your days. Do you want to get up

early and focus on self-care.How many hours a

day do you want to work? What kind of tasks do

you love doing? What do you want to learn? What

kind of income do you want? Are you going to

be traveling or would you prefer to to stay home

with your kids while they get ready for school.

Knowing these things will help you work out how

your business needs to run around you. Then it

opens the path to what your role will be inside the

business going forward. You will start to see what

moves you need to make now and over the next

12 months to move you closer.

MINDSET

Your Mindset is really a continuous journey to

level up ‘you’ at every stage of business and life.

Your mindset can hold your back from greatness.

A growth mindset is one that continually looks for

opportunity to grow and learn from experiences.

You need to understand that you are the only one

that can drive your business forward by making

CEO decisions - even just small ones move

you in the right direction. Working with a coach,

reading books on how to develop self belief

and trust in your decisions will help you on your

journey. I found this one of the keys to success

with managing staff and understanding how I

needed to support the team.

MARGINS

Look at your profit margins and pricing now before

you start hiring. When you grow a business you

will also amplify anything that loses you money

or costs you time. Setting yourself up for success

starts with looking at your numbers. You need to

understand what your expenses are, what staff

will cost and what profit you need left over. Many

times people hire staff and then realise they’re not

charging enough to cover the wages let alone the

costs of actually opening the doors. Sit down with

a spreadsheet and keep track of every expense

you have in your business over the next 3 months

to find what it really costs to keep your doors open

and then start to work out how much per hour you

need to be making to achieve a healthy profit.

MENTOR

Now you have perfected your skill, it’s time to step

into the role of mentoring your staff. I believe any

good beauty business needs to have a mentoring

program for all new staff. Even when you hire the

most experienced therapist or tech you will need

an induction process into YOUR business. Moving

you from business owner to mentor. Your staff will

elevate your brand and your service. This also ties

in with mindset and how you view your role inside

the business. Too many times I see business

owners get frustrated with having to “train staff”

after they hire them. I see this as a fact of business

and an investment into your future. You need staff

to work for you and they need training. Removing

this negative view on hiring will allow for more

freedom and give you peace of mind that your

clients will be looked after just the way you want.

MARKETING

Once you have your services perfected, marketing

your business is going to be your main focus.

This is a task that, once set up, can run pretty

automatically with a few tweaks and adjustments

every month. Being the CEO of your beauty

business means shifting your focus from doing

the service to telling people about your business.

You will set up processes and systems to ensure

your business has a consistent flow of new and

returning customers. I have developed my own

system which I used to grow and maintain my own

multiple 6- figure business which I ran from home.

Understand that growing a business relies on a

few key areas - average client spend, returning

clients and new clients. Setting up a strong

customer journey which starts the moment they

see your business until after they leave is the key

to reducing costs of advertising and growing the

returning rate of your customers on autopilot.

Jessica Kidner is a retired salon owner &

business coach Helping beauty salon owners

make the transition into the CEO. Founder of

jessicakidner.net

Instagram @jessica_kidner_beautyceo

Beauty Biz Year 14 Issue 1 71


BUSINESS

STEPS TO A SUCCESSFUL

BUSINESS STRATEGY IN 2021

By Tamara Reid - Founding Director, Beaute Industrie

We saw it. We lived it. We survived it. It’s time to forget about the mess of 2020 and welcome

2021 in total control of your business.

While seeing the word ‘strategy’ might

make your head spin thinking about all

the technical terms that come to mind and

numbers you need to crunch, when it comes

down to it, strategy is simply reflecting on

what you’re currently doing and asking

yourself ‘what is working?’ and ‘what is not

working’ before launching into a plan to

strategically solve the latter.

Across the following steps we have pieced

together the five most important things beauty

business owners need to know and work on, in

order to boost your business in today’s industry

landscape. Whether you’ve been in business for

5 minutes or 5 years, these elements of business

are always essential to put energy into and

72 Beauty Biz Year 14 Issue 1

should frequently be the centre of your attention

when sitting down and building the scaffolding to

your strategy.

STEP 1. LEADERSHIP &

MANAGEMENT

In the professional beauty industry, (one

which employs 90% female teams) leadership

and management are something business

owners should be prioritising as a personal

skill for development to gain the most trust and

connection with their teams.

Everyone in the industry has experienced

negative qualities of management and positive

experiences with leadership, however when it

comes our turn to try our hand at the two, selfawareness

doesn’t always prevail - even though

we may have the best intentions at the time,

often we are too close to the situation to take a

step back and see the story for what it really is.

Separate to management, Leadership is the art

of getting someone else to do something you

want done, because they genuinely want to do it.

People who lead are generally seen to have

three common attributes:

· They inspire others to share their vision.

· They motivate others to act on that vision.

· They encourage others and help them

overcome obstacles in pursuit of that vision.

Communication, delegation, accountability and

flexibility are traits of a great leader.


Spend 30 minutes developing a self-assessment

sheet in which you can hand out to your team,

with hopes of gathering feedback and critique

on your leadership skills. If you find areas of the

assessment which are sticky for, focus more time

implementing them into your strategy moving

forward.

STEP 2. FIGURES & FINANCIALS

Getting your head around your business’

financials can often seem daunting and perhaps

even a little overwhelming! Being comfortable

with your business financials and types of figures

you should be tracking throughout the day, week,

month or year will actually have you feeling more

empowered than ever!

Understanding the numbers through the use of

helpful and easy to navigate tools that clearly

show the financial health of your business will

help you better plan, prepare and can even assist

in creating more profit!

We suggest taking a look at the following

financials:

- knowing your break even figure hourly, daily,

weekly and monthly

- knowing how to read a profit and loss

statement

- knowing the difference between your product

margin and mark-up

- understanding a balance sheet

- tracking key performance indicators

- knowing your net cash position

- knowing how to manage your cash flow

When it comes to your figures on the other

hand, keeping an eye on metrics like:

- your average client spend

- your retail vs service percentage

- your labour percentage

- rebooking rate

If numbers aren’t your thing, book 90 minutes

into your strategy session dedicated to your

book keeper or accountant and let them guide

you through this process. Stock up on coffee and

be ready to feel empowered by your numbers,

proving they’re no more than a detailed story

about what is happening in your business.

Remember: this story is yours – you can change

the ending at any time!

STEP 3. POLICIES & PROCEDURES

With the increased number of services we are

providing, complete with add-ons and upgrades,

combined with the fast employee turnover rates

consistency in the beauty industry is something

that’s hard to come by. A policy is a deliberate

system of principles to guide decisions and

achieve rational outcomes. A policy is a statement

of intent, and is implemented as a procedure or

protocol. Policies should be learnt adopted by the

entire team within an organisation.

Policies business owners should have

available and within close reach include:

- Leave forms

- Incident reports

- Opening/Closing checklists

- Uniform and presentation standards

- Employee code of conduct

- Consultation records

- Service menu

- Treatment protocols

As well as other miscellaneous documentation

on machinery and software.

“YOUR CURRENT

CLIENTS ALREADY

KNOW, LIKE AND

TRUST YOU, THEY’RE

MORE LIKELY TO

TELL THEIR INNER

CIRCLE ABOUT

YOUR BUSINESS

AND SERVICES.”

Procedures on the other hand are detailed

documents which walk through tasks and

treatments step-by-step.

Between induction, onboarding, skills and

professional development training that therapists

have to undertake, directions and details can get

a little hazy - it’s for this reason your procedures

are an essential asset to every business. While it

may seem trivial to have detailed procedures for

every task someone has to repeat again, it allows

business owners freedom away from the business,

and allows therapists autonomy to find out answers

for themselves and allows for consistency.

Procedures may detail:

- Treatments

- Machinery operations

- Troubleshooting

- EFT and cash transactions

- Gift voucher and product sales

- Laundry and Washing methods

- Cleaning and close of business

Use 30 minutes of your allocated Strategy Session

to run through the aforementioned checklist of

documents. Tick off those that you do have and

those that you don’t, set aside or delegate time to

others to help create them. These will free you from

being shackled to your business and will empower

your teams to make decisions on their own.

STEP 4. BRANDING

Beyond just a memorable logo, good branding

increases the value of a company, provides the

team with direction and motivation, and makes

attracting new clients easier. So what exactly is a

brand? The short answer is: everything.

A brand represents the sum of people’s perception

of a business’s customer service, reputation,

advertising and logo. When all of these parts of

the business are working well together, the overall

brand is healthy, recognisable and naturally

clients want to be experience it. One of the major

components of a brand is a logo because, as the

“face” of a business - it’s what people instantly

recognise. A professional logo design is simple

enough to be memorable, but a brand is much

more than just a logo.

Just as people are more likely to purchase from

a business that appears polished and legitimate,

clients need to feel comfortable before committing

to a package of services or routine of products.

To ensure strength in your brand consistency is

key across your website, service menu, interior,

uniforms and social media.

Allocate 60 minutes into your Strategy Session

dedicated to the purpose of reviewing your brand.

Ask yourself questions around the consistency it

shows, the time in which it speaks to your current

clients and the messaging it says to potential

clients. If you find the consistency, tone and

messaging is not quite aligned to your ultimate

branding vision, time to call in the branding gurus

and seek some further help.

STEP 5. MARKETING & ADVERTISING

Marketing is the study and management of

relationships that take place between client and

business. It is the human process of identifying,

anticipating and satisfying client needs and wants

through carefully considered offers, promotions

and sales.

Contradictory to what many business owners in

the beauty industry think, a successful marketing

campaign does not always require thousands

of dollars of investment. Traditional advertising

methods can be costly and hard to measure and

with the accessibility of social and digital media,

beauty businesses have never had greater access

to cost-effective and trackable marketing tools to

ensure you’re getting the return you’re investing.

Simple ways you may like to market include:

- Contributing and interacting with your local

community

- Networking and attending events

- Asking for client referrals

Beauty business owners are often trying to seek

new clients, we call these cold clients. Hot clients

on the other hand are clients who already visit your

space which is why we want to aim our marketing

campaigns at our warm clients. Warm clients may

be friends, family or colleagues of your current

clients. Because your current clients already know,

like and trust you, they’re more likely to tell their

inner circle about your business and services.

Warm marketing could include:

- Bring a friend incentives

- Loyalty cards

- Buy one, Gift one vouchers

and the list goes on!

When used correctly, marketing can generate

the following traction for a business:

- New client generation

- Brand awareness

- Public relations exposure

- Reward and recognition

- Strong team culture

- Attraction of your perfect client

Organise a 12-month calendar for your Strategy

Session and start to map out the hallmark dates,

add in your product brand activations and then see

where the gaps are and create activations around

these gaps. Aim to have approximate either to 10

campaigns per year and ensure your campaigns

match your marketing collateral and further

communicate these campaigns with your team so

that they can communicate them with your clients.

Dedicating an entire day to your Strategy Session

will help give you the time and space to plan,

implement and action your new strategy. For

ultimate success, check in with yourself every

quarter and revisit the strategy to see how you are

tracking along for the year.

For more information on Tamara and Beauté

Industry visit www.beauteindustrie.com

Beauty Biz Year 14 Issue 1 73


BUSINESS

IMAGINE A PLACE WHERE PEOPLE

THINK TGIM INSTEAD OF TGIF! By Gry Tomte

I mean, having a business where people WANT to rock up to work - rather than looking for

the nearest exit on a Friday night? Sound like utopia?

Well, I believe it doesn’t have to be.

Once upon a time, I had a pretty big bunch of

wilted flowers in my business. To put it nicely.

And it all came to a head when someone stirred

the pot - and boom! I was left with half the team...

All in a matter of a couple of weeks.

It was one of the most terrifying, upsetting - but

ultimately incredibly rewarding, things that ever

happened to me.

You see, for me it was the catalyst I needed

to change my own view on leadership, what I

wanted for my business and for my team - and

just a general shift in how I showed up to work.

Now, this actually hadn’t occurred to me before -

because we were a hugely successful business

and made plenty of money. I really felt we were

on a good roll!

On the flip side though - it was a rotten place to

work. Like, I even really disliked walking into my

own business. No “thank god it’s Monday” there!

So, I thought “this is the time! I only have half the

team left, let’s start making some changes now”.

It still took a good year and a half before we had

completely turned things around. But it was well

worth the wait.

A year or so later I had a 1-1 with one of my

beautiful former therapists (who I still speak

to and is a true asset to another very lucky

business).

I’ll never forget what she said: “I used to sit in my

car not wanting to come in until the last minute.

And now I love coming to work”.

I mean. MY HEART!

I never knew how close I had come to lose this

magnificent star of a therapist. Due to me not

74 Beauty Biz Year 14 Issue 1

doing a very good job as a leader. After all, it’s our

job to lead these lives that have been entrusted

to us. It’s a privilege and a responsibility. And I

had failed miserably. Because I never put much

thought into things like Values and Purpose. I

mean, they’re just words on a page for big biz

right? Hmmm...maybe not!

Reflecting back, we were well and truly falling

into the TGIF category.

The reason I thought this reflection was apt today

is that now, after COVID has ripped through many

states and left a lot of businesses devastated.

Many, like myself, losing fantastic staff members

simply due to circumstances not in our control.

And on the flip side, many are finding out what

some of their teams are REALLY like when the

shit hits the fan! “Why should I work when I get

job keeper?”

Ring a bell??

Some clinic owners have had team members

refusing to help, not show up for shifts - even

stealing from them!

Well, now is as good a time as any to start fresh!

So, who are you as a business? What do you

stand for? What don’t you stand for? Do you

have your dream team?

Or a team that kills the dream?

Have you been recruiting for “anyone” - or that

“special someone”?

From my own experience I can tell you, you don’t

get many opportunities to make these big shifts.

So, if you have one now - take it!

I spent over 6 months with half a team, and we

still experienced growth, made a good profit, and

turned the culture around a the same time.

Even though it’s tempting to work more hours

on the floor to get people through the doors and

make some quick cash, I highly recommend

stepping back a little.

Taking a few days to breathe. And assess the

situation from afar. Take the space and time to

assess - or re assess - your vision, values and

purpose.

Do you have your dream team? And I mean

warts and all - they’ll never be perfect. None of us

are. But do you have the kind of people who’ve

got your back, who are fully aligned with your

values - and who works because they truly love

what they do - FOR YOU?

If you do, then you’ve got a TGIM business. If

you don’t, this is your time to shine!

And if you’re in the situation like so many I’ve

talked to - you have your dream but post

COVID, not enough of them, and you’re are

working 80 hours on the floor in your business

because you’ve lost a big part of your team. And

“everybody wants to see you - and only you can

do what you do” - then it’s time to step aside and

rethink.

Because how will you ever have any free time

to grow your business, train and nurture your

team and have a life - if all you do is work on

clients? Instead, think about blocking some time

off (I know it sounds scary to say no to clients

- and money!!) and spend some quality time

duplicating yourself. Take the time to nurture and

grow your team so they can step up and shine

brighter than you!

This my friends, is the road to freedom - and

a business where you and your team love

Mondays!


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