2020 - Naturally Good · Professional Beauty is the leading B2B influencer Professional Beauty has...

Targeting salon decision makers across the Australian beauty industry

MEDIA KIT2020

25

OVERVIEW

Professional Beauty is the leading B2B influencer Professional Beauty has been acknowledged as the ‘Bible of the Beauty Industry’ for over 25 years in delivering information and education to key decision makers in salons, spas and clinics throughout Australia.

We deliver trusted editorial content that includes local and international news, product releases, education and training, specialist business articles, industry event coverage, plus ongoing insights into the major product categories such as skincare, makeup, tanning, waxing, nails, equipment, lashes and more.

Successful campaigns built on marketing partnershipsWe understand the challenges facing today’s marketer too: there are so many avenues to market, so many platforms to master, so much “noise” in the industry.

We offer a marketing partnership that offers the widest range of solutions, the deepest wealth of knowledge and experience, the largest audience and most engaged database, and the resources to best support your objectives.

AUDIENCE PROFILE

eNewsletter

11,200twice weekly

Professional Beauty is Australia’s leading source of business information for beauty professionals.

Key decision makers & influencers include:

• Salon owners• Directors• Salon managers• Spa managers• Beauty therapists• Makeup artists• Nail technicians

The backbone of the Professional Beauty brand is the bimonthly magazine (print & digital). The circulation is 8,656 copies nationally (AMAA Audited) with 90% personally requested (AMAA verified recipients report).

A twice weekly eNewsletter keeps 11,200 opt-in subscribers up to date between magazine editions by featuring the latest content on tips, trends, events, product releases and PBTV.

In addition www.professionalbeauty.com.au is the online content library, and includes an extensive industry directory and an internal search engine. The website had over 45,600 unique visits in July 2019 alone.

Professional Beauty also has a rapidly growing social media reach of 34,993 followers courtesy of content shared through dedicated Facebook, Instagram and LinkedIn media channels.

Magazine (print & emag) 30% eNewsletter subscribers 9% Social Media followers 26% Unique Website sessions 35%

38,952readership via

8,656audited copies

Social Media

34,993

35%

9% 30%

26%

Website

45,600Monthly UV’s

The Manager Laserderm Skin Fitness Centre

Proprietor Beautiful Body Boutique

Director Beauty & Medicine

Salon Manager Beautyologist

The Manager Natural Image

The Proprietor Wembley Skin And Body Focus

The Manager Wise Women

Owner Beauty By The Park

Manager Boutique Beauty

The Manager 4ME Beauty Therapy

Clinic Manager 2 Dye 4 Hair & Beauty

The Manager Visions Beauty Salon

Proprietor Babes Beauty On Main

Owner Yunga Beauty

Director A & S Centre of Electrolysis

The Manager 2 Deadly Hands Massage Nails & Beauty

The Proprietor A Touch of Beauty

Director Timeless Health & Beauty

The Manager Underground Waxing & Makeup

Owner Sheer Serenity Skin & Beauty

The Manager DermaBeauty Clinic

Owner Allure Skin & Body

The Manager Get Smart Hair, Body & Soul

Director Acacia Skin & Bodycare

The Manager Beauty Beyond Paramedical Aesthetics

Owner Junie’s Natural Skin Care

The Manager Venus Skin & Beauty

Owner & Beauty Therapist Beauty Down Under

Clinic Manager Laser Therapeutics

Owner Bay Street Beauty

Names protected by our Privacy Policy Professional Beauty magazine : audited circulation 8,656 salons (September 2019) with 90% verified recipients.

A sample selection from our media community

AUDIENCE SAMPLE

AUDIENCE INSIGHTS

Standout results from Professional Beauty’s 2019 industry survey:

of our audience have followed

advice featured in an article

93% regard Professional Beauty magazine

as trustworthy and accurate

identify Professional Beauty magazine as their

#1 choice for industry education, advice

& support

88% of our audience

influence or make purchasing

decisions

87%

83%

THE B2B MARKETING FUNNEL

Lead Generation

Lead Nurture

Sales Purchase

With over 25 years’ experience in designing B2B campaigns we’ll consider your marketing objectives, and then tailor recommendations to cost effectively support your goals. We understand exactly what is required to optimize your marketing funnel.

Evaluation

Intent

Consideration

Interest

Awareness • Events, advertising, tradeshows, blog, webinars, direct mail, viral campaigns, social media, search, media mentions

• Emails, targeted content, newsletters

• Product information and specials

• Automated email campaigns, case studies, product samples

• Product demonstrations and samples

• Marketing and sales combine to verify product merits and value

• Sales transaction is completed

The Bible of the Australian Beauty Industry

DIGITAL MAGAZINEEstablished for over 10 years

6 editions shared by eDM per year2,147 opt-in subscribers

Responsive design suited for mobile + tablet

PRINT MAGAZINE + DIGITAL MAGAZINE

PRINT MAGAZINEEstablished for over 25 years6 editions mailed per yearThe only independently audited beauty industry magazine8,656 audited circulation (AMAA) of salons, clinics, spas90% of copies are personally requested (AMAA verified recipients)Twice winner Australia’s best B2B magazine (Publishers Australia Awards)

AUSTRALIAN MADEA look at the advantages of beauty brands

being Australian Made.Roundtable: The 2020 Vision - Beauty Trends

FESTIVE BEAUTYA focus on festive beauty gift packs and party

makeup along with trends from 2020 and our hit predictions for 2021.

Roundtable: Franchising Salons - maintaining independence versus the power of togetherness

CLEAN BEAUTYThe rise of natural and organic products in the market along with a spotlight on the changing

face of tanning. Roundtable: Natural Capabilities - Clean Beauty

LUXURY SKINCAREA look at what’s new in the high-end beauty

market and the latest treatments and innovations.

Roundtable: The Right Retail Partnership

THE 25TH ANNIVERSARY ISSUEThe best of beauty and technology and a celebration

of Professional Beauty’s 25 year history.Roundtable: Active Ingredients - Product

Advancements + Innovation

WOMEN OF INFLUENCE / BRIDALA spotlight on successful beauty game-changers

in the industry and a look at the best bridal makeup and treatments on the market.Roundtable: In Touch with Technology

JANUARY/FEBRUARY MARCH/APRIL MAY/JUNE

JULY/AUGUST SEPTEMBER/OCTOBER NOVEMBER/DECEMBER

EDITORIAL CALENDAR

EDITORIAL CALENDAR

ONLINE MAGAZINE

COVERAGE EDITION MAIN THEME

BUSINESS FOCUS

SKINCARE EXPERT / SKINFLUENCER VIEWPOINT BEAUTY PRODUCT

ROUNDUPTECH

PRODUCT FOCUS

TALKING POINT

FORUMINDUSTRY

ROUNDTABLE EVENT

PREVIEW

JAN Tanning JAN/FEBAUSTRALIAN

MADEThe 2020 Vision :

Beauty Trends

FEB

Tanning and Hair Removal

HR retaining staff

Research into the adverse reaction to Botox and Skin

Needling. Does a client’s skin build up an immunity to

these treatments?

Packaging: the pros and cons of being Australian Made

Valentine’s Day Sun protection Australian

made beauty Waxing / Hair removal

IPL The EducatorsCosmoprof Bologna:

12-16 March

MAR Body Treatments (including skincare and

body sculpting technology)

MAR/APRINFLUENTIAL

WOMEN

A focus on franchising; what it means to run a successful

chain. The issues owners need to be aware of

In Touch with Technology

APRNatural skincare (and

facials without technology)

The importance of insurance

The backlash of overworking the skin. Will salons see a

return to more a more natural approach?

Bridal Corporate beauty Ingestibles Nails

CryotherapySalon Software Management

Beauty Melbourne: 28-29 March

MAYInnovations (in skincare, nails, tanning, makeup

and technology)MAY/JUN

THE 25TH ANNIVERSARY

ISSUE

Rules & Regulatory Compliance: verification,

testing and certification when brands go global

Active Ingrendients: Product

Advancements + Innovation

BEAUTY & SPA Insiders: 25 May

JUNMakeup

Taxation Time. How to make the most of

your claim

How to winterproof your clients skin / treatment

packages

Acne Body treatments Pollution Masks

Skin Resurfacing

Lashes & BrowsNaturally Good Expo: 1-2 June

JUL New luxury insalon treatments

JUL/AUGLUXURY

SKINCARE

AUGNew luxury retail

products

Accounting recommendations

for a smooth running business

The rise of ingestibles - research into their

effectiveness in health

Luxury Beauty Brows / lashes High end

treatments

Multiple Modalities

TechnologyThe Right Retail

Partnership

Beauty Expo Australia:

22-23 August

SEP New organic skincare and makeup trends/

developments SEP/OCT CLEAN BEAUTY

OCT Clean Beauty skincare and makeup trends/

development

Sub topics: Tanning Retail, Clean Beauty

The best ways to ensure your

business makes a return

The move towards tanning products in the retail market how is it affecting business

A look at the regulations in the Organic market - how do companies get certified

Tanning Organic / green beauty Men’s beauty

TanningNatural Capabilities:

Clean Beauty

CIDESCO World Congress: 3-7 Sept

NOV Waxing NOV/DEC FESTIVE BEAUTY

DECYear in Review and

Trend predictions for the year ahead

Subtopic: Year In Review

The rules on wages and overtime during

holiday season

The rise of tattooing from permanent foundation to

microblading and lips. What are the benefits and

health risks.

The World of WellnessYear in review Party

makeup Detox Permanent

MakeupMakeup

Franchising Salons: maintaining

independence versus the power of

togetherness

Cosmoprof Asia: mid-November

News – Suppliers are invited to email current, industry-relevant information relating to local and international supplier and salon activity including events, new products, packaging, R&D and technology.

ENDOTA SPA FRANCHISEE BACK-PAYS STAFFAn Endota Spa franchisee who operates six of the company’s Sydney day spas had to backpay $65,939.87 to 13 employees after making illegal deductions from their salary and underpaying penalty rates and annual leave entitlements.

The Fair Work Ombudsman (FWO) investigated Sea One North Pty Ltd, trading as Endota Spa Sydney, after it received requests for assistance from two skilled 457 visa holders, who alleged the company was making deductions from their pay to cover visa-related costs.

Fair Work inspectors found that the company made unlawful deductions totalling $58,025 from the pay of thirteen 457 visa workers from countries including Poland, Ireland, Britain and Japan between May 2014 and February 2018.

Endota Spa Sydney and Sea One North director Chris Barbour deducted $250 per fortnight from the workers’ pay until the cost (up to $7000) of each workers’ visa sponsorship had been reached. The FWO also failed to pay workers $7,914.87 in penalty rates and annual leave entitlements.

According to the FWO, the company has back-paid all workers in full for the unlawful deductions and underpayments, and has co-operated fully with FWO throughout the investigation process.

LADY ROCKS THE HAUS WITH MAKEUP LAUNCHLady Gaga is following in the stiletto-heeled footsteps of Kylie Jenner and Rihanna with the launch of her own beauty brand.

The 33-year-old super star launched the brand, Haus Labs, in a campaign video on her social media platforms before its official website launch..

The launch range is made up of Le Riot Lip Gloss, RIP Lip Liner and Glam Attack Liquid Shimmer Powder (each available in six colours).

Apart on the Haus Labs website and on Amazon.com, the products will be sold in sets of two or three with prices starting at US$40 for two lip glosses

Gaga told ‘Business of Fashion’ that Amazon was extremely receptive to her vision for the brand.

“There are some companies that see me, what I stand for and the way that I view the world, and if it’s not perfectly in line with what they do and they’re worried about alienating customers… they’ll be like, ‘Can you just change half of the equation?’, which for me, is the entire equation, so that we can ‘do a deal’.

“The answer is ‘no’. No deal. No message of self-acceptance, no deal. This [deal with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make a deal to change the world with their beauty.”

NEUTROGENA CASTS SHADOW OVER LED HOMECARE DEVICESNeutrogena’s recall of its popular Visibly Clear Light Therapy Acne Mask and Activator is likely to raise consumer concerns about the safety of LED beauty devices around the world.

In Australia, Neutrogena’s parent company, Johnson & Johnson Pacific, recalled the device, and withdrew it from the market, in conjunction with the Therapeutic Goods Association.

According to the TGA, the device was recalled because:

“It has been identified that, for a small subset of potentially susceptible people (including people with certain eye-related disorders e.g. retinitis pigmentosa, ocular albinism, other congenital retinal disorders), repeated exposure may cause varying degrees of retinal damage that could be irreversible and could accelerate peripheral vision impairment or loss”.

“[In addition] other potential adverse events that may be associated with use of this device are eye pain, eye discomfort, eye irritation, tearing, blinding, blurring of vision, seeing spots/flashes and other changes in vision (for example vision colour).”

In its statement announcing the recall, Neutrogena stressed that the recall is being undertaken “as a precautionary measure”.

“As part of our quality and safety commitment, we routinely monitor our products and review the latest science,” the company said.

“Following reports of generally mild, rare and transient visual adverse events, combined with a growing scientific discussion around the safety of blue light, we further evaluated the potential effects of the Mask on the eye.

“It has been identified that there is a theoretical risk of eye injury for a small subset of the population with certain underlying eye conditions, as well as for users taking medications which could enhance the eye’s sensitivity to light. We have not received any reports of eye injury in this small subset of individuals with the underlying eye conditions.”

14 | WWW.PROFESSIONALBEAUTY.COM.AU

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HERE COME THE BOYSBritish makeup brand, W7 Cosmetics, has jlaunched a ground breaking makeup campaign featuring eight men and two boys wearing makeup.

Launched in a bid to celebrate diversity and inclusiveness, the campaign stars Salih’s World, Toby Salvietto, Danny de Freitas, Way of Yaw, Whatstheteakeekee, Marc Zapanta, Don’t mess with Denise and Harley Jeal as well as 14-year-old Reuben de and 16-year-old Jamie Kyle.

In total, the influencers have more than 1.5 million social media followers.Owned by Warpaint London, W7 is “an extremely creative, design-

focused” cosmetic brand primarily targeted at 16-30 year-olds.The W7 brand has grown organically since its inception in 2002 and now

contains over 500 items (including foundations, lipsticks, eyeshadows, nail polish and the Ebony Collection for darker skin tones) which are sold into high street retailers and independent beauty beauty shops across the UK, Europe, Australia and the US.

Sam Bazani, the owner of W7 Cosmetics, said the brand has “always been an advocate for setting trends and providing quality cosmetics for anyone to express themselves creatively”.

“We are incredibly excited to be working with these inspiring young men who are breaking boundaries in the beauty industry,” he said.

‘The ‘Here Come the Boys’ campaign is about so much more than just makeup, it fully represents our brand ethos of self-expression, with affordable products for both men and women,’ he said.

OZ BROW ARTIST TAKES ON THE WORLDAustralian brow artist Suzie McIntosh recently co-hosted a master class for over 50 brow artists in .Los Angeles.

Suzie, who owns Suzie McIntosh Brows salons in Melbourne and Sydney, said the masterclass attracted brow artists “from all over the world including Sweden, the UK, Europe and even Australia”.

After successfully running her salon Melbourne salon for four years, Suzie started her training academy in 2017.

“When I first started my training academy, Kristin Fisher [owner Kristin Fisher Brows salon in Sydney] asked me to fly to Sydney to train her and all of her staff,” she said.

“Afterwards she posted how happy she was with my training on Instagram, and before I knew it well-known salons from all around Australia wanted me to fly and train their staff too – and my entire year was booked out!”

Suzie then held her first international master class in Canada last year with just six students in attendance.Since then the business (and Suzie’s reputation) has grown significantly with the students at her Los Angeles masterclass, her fourth

international class, paying US$3200 each to attend.

PRINT YOUR OWN MAKEUP?If you struggle to find the right coloured eyeshadow, blush or brow powder you will be pleased to know that you can now print your own using “16.7 million colours” thanks to the launch of the world’s first 3D makeup printer.

Weighing just under 1kg, the Mink enables users to transform any digital images into wearable makeup in less than 30 seconds.

Users simply open the Mink app and import an image from the internet, camera roll or social media. After choosing whether to print the whole image or a single colour within it, users then insert a Mink makeup sheet into the tray and press ‘send to print’. Fifteen seconds later the printing is complete and the makeup, created “in accordance with the FDA rules for cosmetics”, is ready to wear.

Mink president and co-founder Janet Kim says that the new printer meets the demands of today’s consumers who “have higher expectations on how and where the products they consume fit into their lifestyle”.

“Mink understands the shifting landscape for on-demand and flexibility, and beauty is no exception,” she said.

“We are excited to provide a new distribution platform for beauty as well as connecting to the different consumer touchpoints across physical, web and social.

“Finally bridging images that inspire beauty and transforming them into makeup in a snap.”


NEW

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Masterclass – A six page photo shoot featuring the latest trends in makeup, nails and tanning along with a profile of the company expert and a product showcase featuring the latest innovations from the brand.

50 | WWW.PROFESSIONALBEAUTY.COM.AU PROFESSIONAL BEAUTY | 51

The Moroccan EffectHarnessing the important properties of naturally-derived and ethically-

sourced ingredients from across the globe, the MoroccanTan range works effortlessly to create nourished skin and an envious all-over glow.

Through the unrivalled properties unearthed in Pure Organic Argan Oil, it is the culmination of this powerful antioxidant, Organic Rosehip Oil, Organic Aloe Vera and a multitude of premium ingredients, that their

renowned range ensures a deeper, richer and longer lasting seamless tan.

Photography by Tiffany Mumford | Hair and Makeup by Carolyn Wren | Model Jet Zandbergen Interview by Anita Quade

TANN

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Viewpoint – We look at a news worthy topic in the industry and invite comments from industry experts to offer their insights into challenges and solutions facing salon owners and suppliers.

TAKE A LOOK at beauty salons and view their menu to see the rise in the level of discounting, as owners clamour to compete for business - but just how damaging can this be for your brand?

Daniel Dickson Managing Director, DMK Australia and New Zealand believes the rise in the level of discounting is driven by fear.

“I often see a lot of discounting for the sake of discounting. There is the fear of competitors, fear of losing customers, fear that your product quality is not good enough,” he says.

He believes pricing should be developed with actuals including true expenses, forecasted profit margins, and market research, rather than by emotional reactions or by “feel”.

His top tip is to never under-sell yourself, take an objective and formulaic approach and be prepared to back yourself and the quality of services and products you are offering at an appropriate value for your customers.

“Profit is not a dirty word, especially when I see very dedicated business owners who work crazy hours, often for little or no wages. Value the efforts you put into your services and your business, and your clients will too.”

He says salons should have their pricing structures set up well, which offers them great potential to up-sell, bundle and package services to deliver greater value for retail customers whilst maintaining and growing profits.

“The best business strategy is a satisfied customer who will return again and again. Imagine if you could grow the spend from each of your customers without compromising on the profit return to your business. Manage your add-on service or product expenses smartly to be sure to increase profits.”

Meredith Langley owner of The Beauty Room Cosmetic Clinic says she won’t discount after operating her business for more than 20 years and she pinpoints cost-cutting as one of the major

reasons that salons fold within the first few years of business.“Salons make the mistake of trying to attract too many new clients, too

quickly and they end up being the wrong type of client. Salon discounts can really affect your profit too – they are really easy for your staff to sell and they’ll make you a quick dollar but they can cause a lot of damage to your business. Take for instance shop-a-docket, they can really make your salon look cheap, nasty and desperate.”

Meredith believes offering bargain beauty treatments can put staff under a lot of unnecessary pressure. “The extra staff hours, cost of products needed to accommodate them, and not being able to service all your loyal existing clients because you’ll be too busy trying to fit in all the discount clients.”Our clients will come back to us, not the discount.”

After spending more than 25 years in the beauty industry salon owner Catherine Hottes from Skin Aesthetics agrees with the perils of discounting and says it can cause clients to be “jumpers” who are not loyal and are only

When times are quiet salon owners can feel tempted to discount services and slash product prices. Anita Quade chats to industry experts about the pros and cons of cost-cutting.

DISTRIBUTION

Authorised Importer and Exclusive Distributor of Salt of the Earth.www.switchfunky.com 1800 700 510 (freecall)

CUSTOM SPA EXPERIENCES

VIC BARNEYS 1800958260QLD PROFILE 0755937200WA DEPOT 0893817670NZ BLISS 0275765761

PB_SOE_1/3_JulAug_SFver3.1.indd 1 28/6/18 8:02 pm

THE DANGERS OF Discounting

GROUPON ANZ CEO STEVE TRAPLIN TALKS DISCOUNTSTell us a little about the launch of Groupon in Australia…“It was launched in Australia in 2011, Groupon is a leader in global and Australian e-commerce and we are working to become the world’s largest online marketplace and the daily habit for Australians. We have more than five million subscribers who have actively signed up to receive Groupon mobile notifications and emails, and interact with our website and app daily.”Tell us about the competitive discounts at Groupon…“We begin and end with our customers as they are the real reason why we are in business. We offer our customers amazing prices, great value and choice, a broad and deep selection of things to see, eat and do.What is the biggest advantage for beauty salon owners that use Groupon to promote their business? Working with Groupon gives beauty salon owners a way to build their brand and grow their business with great exposure to a new and engaged audience of potential customers at no upfront cost. We help beauty salons better manage their quiet times or unfilled periods or attract new clients by providing a way to manage their load and capacity to best suit their individual requirements. We also offer merchants a free Booking Tool option so clients can book appointments on the Groupon website or app.”Any other benefits?Another advantage Groupon merchants enjoy is our Merchant Centre, which helps businesses track and proactively manage their campaign and gives a clear view of how we help your business grow. In the Merchant Centre, salon owners can monitor sales, view campaign metrics, respond to customers, and track payments with our easy-to-use apps.How can beauty business maintain return clients with Groupon? “We believe if you treat customers right, regardless of whether they’re paying full price or have found a great deal on Groupon, then they will always come back. We work closely with merchants on how to build customer loyalty through high quality service, and we also work with them to create a deal that is a win-win for both the customer and the merchant.

60 SECONDS WITH RUSSELL ZIMMERMANN, EXECUTIVE DIRECTOR OF THE AUSTRALIAN RETAILER’S ASSOCIATIONTell us how beauty salons can remain competitive in the market with discounts such as Groupon.“Groupon vouchers are a great idea if beauty salons have quiet periods. Let us assume that a salon is very quiet on a Monday morning, staff have to be employed however if they are not serving customers then it is a cost of wages to the retailer. To offer a Groupon voucher discount would be beneficial to the salon. The issue is that if you have customers booking for a treatment and the salon is in a busy trading period then to employ more staff to deal with the extra customers may in fact mean that your service level may suffer. Giving discounts and then giving substandard service will also mean that customers won’t want to come back and support your business.”What do you think are some of the benefits for salons to discount and also some of the drawbacks?“The obvious benefits of discounting is that as a business you have to pay staff both when the business is quiet as well as when you are busy, by offering a discount to customers that don’t normally shop with you may encourage them to return and pay full value at a later stage, particularly if they receive awesome service and a quality treatment. A drawback is that the retailer does not get the entire percentage of the sale.”

looking for the next special in the salon. She recommends offering alternatives to clients to build a relationship by offering add on services or product packages.

“I don’t discount. I reward my loyal clients with add ons. My clients appreciate my

hard work and know I’m dedicated to achieving maximum results for their skin’s health.”

But other beauty businesses such as My Cosmetic Clinic which provide both surgical and non-surgical cosmetic procedures across New South Wales including anti-wrinkle injections, fillers and rejuvenation treatments reveals they turned to Groupon to attract new customers when opening a regional salon and have already sold 2400 vouchers that has helped boost business.

Far from having a detrimental effect on the business Cosmetic Surgeon Dr Masood Ansari says it has ensured a steady stream of clientale.

“It gives us an exposure to the market we would never have been able to explore,” she admits.

“The whole Groupon experience is flawless and always surpassed our expectations! We find the Merchant Centre to be a useful tool too. You can keep the live track of all the sales, vouchers redeemed so far, and the payments made. It’s a good one-stop information app,” she says. n

THE BEST BUSINESS STRATEGY IS A

SATISFIED CUSTOMER WHO WILL RETURN AGAIN AND AGAIN


VIEWPO

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Themed photo shoots – Suppliers are invited to mail or courier products that fit into the theme of the photo shoots listed on the bimonthly email callouts. Please note we cannot return products.

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These luxury skincare products can deliver rich results for your clients


SKINDesigner

SKIN

CARE

Professional Beauty cannot guarantee publication of submissions.All images must measure at least 8x10cm at 300dpi. Final copy editing, image selection and page layout is at Professional Beauty’s discretion.

Talking Point – We ask industry experts for their predictions on the latest trends in the beauty sector ranging from brow trends to technology innovation.

BIO SCULPTURE AUSTRALIA

Don’t just compete on price. It’s important that salons differentiate their nails services in order to remain

competitive. I think the worst thing a nail salon can do is compete on price alone; by reducing prices this will trigger

a price war and devalue the skills and experience of nail technicians and the beauty industry as a whole. At the end of the day everyone loses.

Focus on value add. This is a clever way for technicians to provide their clients with extra services and

products with something over and above a long lasting manicure.

Offer high quality products and experiences to clients that focus specifically on quality, ingredients,

health benefits as well as highly skilled service offerings such as extensions and nail art.

It’s about creating an experience. I believe that with so much choice in the nail industry, customers are willing to pay more if they receive not only an amazing nail service but also an experience that will keep them coming back for more.

Understanding your clients’ needs. We know that salons need a point of difference in such a saturated nail market which is why we invest heavily in being the healthy alternative in nail care, developing unique products with the highest quality ingredients that are non-toxic, vegan friendly as well as focus on education as the key to success. I believe this not only allows salons to offer their clients a unique service but also

gives technicians the skills to be able offer a unique experience.

Bio Sculpture Australia Talya Bergmann Managing Director 02 8218 4500

SWITCHFUNKYOffer services that cannot be found easily in the mass production style chain salon is critical to the success of any independent nail or beauty salon. Many local suppliers that represent large global companies have very valuable, ready-made marketing resources that can set your salon apart. Ask specifically for images and logos that you can adjust and add to, to make your own. Forming strong relationships with your suppliers and then utilising their often free education programs will also give you the edge in the chair.

Knowledge is power. Once you understand why the products you have selected are giving you the edge you can confidently pass this information onto your clients which will in turn allow them to understand why they book with you.

Differentiating your services from your competitors and understanding your true value is key. Value adding to your standard nail menu by investing in professional only products that allow you to offer extended services that repair and protect the nail during the Gel Polish or Dip service rather than just colouring or shaping the nail will make sure your clients stay with you over the longer term.

Take responsibility for the overall condition of your clients natural nails both pre and post nail service. This is the best way of ensuring that your client sees genuine results while showing off your amazing work and attributing it the value that it deserves. Once your client establishes this link

you will be the only place they think of when looking for nail enhancement.

Switchfunky Peter Lykissas Managing Director 1800 700 510

OPI AUSTRALIAProviding the best nail products and services are key as innovators we want to continue to bring our customers fresh product choices and meaningful collaborations that celebrate what OPI stands for – and we believe colour is the answer.

Stay ahead of the game is our motto by focusing on new industry trends and offering customers the latest technologies. The recent launch of the professional service Powder Perfection, offering gel-like shine, weeks of long-wear and no need to light cure, was revolutionary for OPI. This powder dipping system is available in select Australian salons and is perfect for clients looking for a nail service in between a gel polish manicure and a full set of acrylics. It is the ultimate solution for those who desire stronger, more durable nails.

Remain competitive by ensuring the quality of the polish is exceptional, but that an extensive range of shades are available to customers. We want the customer to be able to identify a shade that perfectly matches their persona. With new collections launching regularly, women can feel confident experimenting with new shades and trends.

OPI Australia Jerome Toulza General Manager, Coty Professional Beauty ANZ International Beauty Supplies 1800 358 999

THE NAIL

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One of the biggest beauty game-changers in recent years has been the evolution of nail artistry. Salons have progressed from

offering the standard manicure and pedicure to a menu featuring long lasting options

ranging from Shellac to dip powders. The rising demand has seen an influx of nail and

beauty salons opening its doors offering services with highly competitive prices. We asked the experts how to remain a standout

out in such a crowded nail market.


How I Got Here – This profile looks at an industry leader and reviews their career journey, lessons learnt along the way with valuable business advice.

WITH A PASSION for beauty and more than 25 years experience in the industry, Vasiliki oversees some of the world’s most prestigious brands including Dermalogica, Murad, REN and Hourglass Cosmetics. ANITA QUADE chats to the CEO during a whirlwind visit to Sydney about career lessons, beauty trends and the challenges facing salons.

Tell us how you got into the beauty industry…“I was born a beauty junkie – it is an inner passion. When I visit our head office in the States and see the scientists who create our brands I am humbled by what is possible and what technology we have as part of Unilever Prestige.”

What are the challenges of your job?“I’m excited by the possibilities of my role. I am a natural born optimist so while it’s true to say that it is always difficult going to battle, I don’t feel that. My husband says it’s tough because he never sees me but that keeps my marriage intact (laughs). I thrive on creating new business models and what I love is creating organisations that are unique – we live in a moment in time where anything is possible. In my role I love authentic brands and I am happy to nurture these.”

Share with us your best piece of business advice…“Always take risks, be bold, be uncomfortable and push yourself – it’s the only way you can grow. If everything is comfortable then it’s boring and uninteresting.”

You work with some of the world’s best known beauty brands including Dermalogica, Kate Somerville, Hourglass and Living Proof – how do you choose these brands for your stable?“It links back to the waves and where we see the biggest emerging spaces. I am proud that our portfolio is diverse with brands like REN – it’s clean skincare. If you look at retailers like Mecca or Sephora, they have declared that clean skincare is one of the biggest waves. What I love about our brands is that they have been thought leaders. We have chosen a very differentiated portfolio on purpose and every brand is very unique and authentic. Authenticity is the key – you need to have a founder with a vision and a leader who wants to make a positive change to the industry.”

How often does Unilever acquire new brands?“We don’t have a specific dictated rhythm – in the beginning we would scout a list of 500 brands only to select six of these – and we are very picky because for us we look at authenticity, superior products and technology.”

In the market what do you think is one of the biggest beauty game changers?“Social media has been a game changer and it makes you think about how our communication needs to be reinvented.”

With access to so many beauty must-haves what are the proudcts that you would never leave home without? “The Dermalogica Daily Microfoliant. The formula is revolutionary and helps reveal luminous skin. My other wonderful find is the Hourglass Vanish Seamless Finish Foundation – it’s revolutionised my life. It’s a stick foundation that you blend with a brush. I am quite clumsy but now I can finally look put together.”

Tell us about the major challenges facing beauty brands today?“The market has been disrupted, particularly in e-commerce which is now giving a window to smaller brands that were never previously heard of. You can go to a manufacturer, create product and launch it in the digital space. Influencers are creating their own brands and launching online.”

Is there a brand that stands out to you as a beauty leader?“There is nothing like Dermalogica when it comes to expertise and education – the brand founder Jane Wurwand has always said first and foremost we are an educational company and secondly we do product. Every time I attend a class, even if I have been in the industry for 25 years, I learn something I didn’t know. What I love about Dermalogica is that we are not hiring people from agencies to talk about our brand – they are highly trained, licensed skin care therapists and I truly believe the future is about that expertise.”

The market has been disrupted by influencers – what do you see as the next trend?“I think it’s a return to people with expertise. I predict that expertise will be more of a theme in years to come and people with true credentials.”

How do you stay ahead of the ever changing beauty industry trends?“We have a lot of people inhouse tracking what they think will be the next biggest wave in beauty and as a company we want to ride them first and make them happen ahead of the industry. I’m a big believer in identifying waves early.”

Tell us how you identify the next big thing…“It’s tough and requires a lot of skill – we look at a lot of indicators such as health care, popular culture, bio technology and also some industries that are totally unrelated. We have quite a few members in our team that have been doing that for many years and I am proud to say that we get it right.”

CAREER

Executive Vice President and Group CEO of Unilever Prestige

VASILIKI’S TOP BEAUTY TREND PREDICTIONS FOR 2018• Personalisation is a big one but it’s very difficult to

execute as well. Brands and salons need to look at skin solutions that are bespoke to clients.

• The Microbiome is a huge wave – it’s about the good bacteria, so far beauty has always been about products penetrating the skin but the breakthrough here is all about the outside of the skin versus the inside of the skin and how you balance the equilibrium system of good bacteria versus bad bacteria. They say that the gut is the new brain.

• EpiGenetics and looking at how DNA changes because of the way we live, pollution, socialisation, habits, sun and radiation. It’s important to look at the DNA we inherited and then the DNA because of our lifestyle, it’s a huge wave in terms of how to you help clients adapt their skincare to suit their lifestyle.

ALWAYS TAKE RISKS, BE BOLD, BE UNCOMFORTABLE AND PUSH YOURSELF – IT’S THE

ONLY WAY YOU CAN GROW.I BELIEVE YOU NEED TO GO OUT THERE AND EXPERIMENT, BREAK RULES AND REINVENT

THE WORLD, DON’T FOLLOW – INNOVATE.

QUICK TIPS ON HOW TO BOOST YOUR BUSINESS • You need to win in services because the more that

people’s work is becoming a digital platform then people will strive for a human connection

• Ecommerce is going to grow because people want to shop in a convenient way. Find out what you want to specialise in and consider how you can tackle this growing market

• Be seen and heard as a salon and a brand. This means that you need to be on social media. Companies need to be active and drive customers to their salon through special deals and exposure – just watching this wave is not going to help, I would encourage business to be a part of it.

What motto do you live by?“Be uncomfortable in life and when it comes to business – always act one level up and take responsibility. I always say to my team “just do it, don’t ask me.” Ask for forgiveness versus permission. I believe you need to go out there and experiment, break rules and reinvent the world, don’t follow – innovate.”

With such a high pressured role, tell us your favourite pampering treatment.“Definitely facials because they rebirth me. For a rejuvenation and getaway I love Ananda Spa in the Himalayas. I truly believe that the power of the mind is so important to help you to reconnect with your inner core. The mind makes reality – it’s all about connection.”

What do you love most about the beauty industry?“I love its creativity, innovation and that fact that it makes an impact on people’s lives.”

If you weren’t in the beauty space what would we find you doing?“I’d be in India – at a yoga retreat.” n

HOW I GOT HERE: VASILIKI PETROU

PROFESSIONAL BEAUTY | 101100 | WWW.PROFESSIONALBEAUTY.COM.AU

Features – Industry experts are invited to submit 800-2200 word articles on their area of expertise. All submissions must be original, trade-based, generic and objective – and must be exclusive to Professional Beauty.

LET’S FACE IT as the beauty industry booms and the competition builds, it’s often easy to look for ways to build business and I’m often asked whether salons should offer discounts when marketing. The short answer is ‘sometimes’; I certainly don’t agree with the notion that you should never discount. The secret is in knowing when and how to give specials, discounts and deals.

Handle with careI know. It’s tempting to panic when the salon is quiet and your competitors are discounting everything – including their granny. It can sometimes feel like discount promotions are the only marketing route left to you. But they are not.

In most cases discounts are merely a short-term fix. They create a reassuring spike in appointments but can damage your brand and rip a large hole in profits. However, there are times when they are a useful marketing tool.

to make the discount work across the price range. $20 off a $30 lash tint is giving it away, yet it’s hardly significant off a $230 anti-ageing treatment.

You can, of course, avoid this by stipulating the precise treatment that the offer applies to, but then you alienate a large proportion of your potential market so I prefer the percentage based formula below.Percentage discount: The big question is how much is best? Don’t play around with small incentive percentages. 5%, 10% or 15% off isn’t going to tempt anyone – I think 25% is the minimum discount.Seal the deal: Whichever formula you adopt it’s important to have clear terms and conditions. Don’t get caught out as it’ll cost you money. Think about…

• Add urgency with an expiry date• Which therapists are offering the deal?• Which days of the week?• Do you want to restrict it to certain times of day?

Raw deal: I often see salons restricting a 1st visit offer to their most junior team members. For me this is an expensive mistake; it’s more likely to attract quibbling coupon clippers rather than profitable clients who want to go to the best in town. Price is not especially important to them and is certainly not the deciding factor, so why would these super-fussy, well-heeled clients want an appointment with your most junior team? They wouldn’t. In fact, it will almost certainly put them off. So give them the choice.

PROFITABLE OFFERS FOR EXISTING CLIENTSYour existing client already loves what you do and how you do it, so don’t discount unless you really have to and always try to avoid competing on price alone. Why dramatically cut profit margins, potentially damage your brand, create a sale mentality amongst your clients and lower your average invoice? It just doesn’t make sense.

Instead give added value, not discounts, and you’ll find making a profit far easier. Offer an upgrade to a premium manicure from a file and polish, or ‘a buy two and get the third free’ with retail products.

Let’s look at some of the different types of salon discounts, deals and offers and the best time to use them…

Bag a bargainI recently bought a lippy from a new beauty shop that I’d not seen before. I didn’t spend a fortune, yet the owner who served me popped a pretty gift box of perfume minis into the bag with her card. You’ve guessed! for the next week I tried a new perfume every day. Needless to say, I was hooked on one and went back to purchase. We all love freebies.

A gift with each purchase enhances the value of the service in a client’s mind. It’s a useful way of using a product that isn’t moving although it doesn’t have to be a retail product. Try offering a:

• moisturiser with every facial• complimentary file and polish with a pedicure• salon gift cardGive your suppliers a call to ask how they can help you with samples, special

prices and freebies. Again, the knack to making it profitable is tight terms and conditions and always including an expiry date to add that sense of urgency.

Seasonal promotionsResearch shows consumers believe that discounted items/services do not function as well as those at full price. So always give a rationale for your offer otherwise it looks like you’re desperate for business. Valentine’s, Mother’s Day, Christmas and New Year are the big ones, but it could be your salon’s anniversary, a client’s birthday or an event happening locally that you want to celebrate.

Pre-launch specialsJust invested in the latest equipment, have a new team member on board or launching an innovative service? Use a pre-launch offer to get bookings.

The two audiences There are two distinct target audiences when using discounting as a marketing strategy – potential new clients and your loyal client base – and each benefit from a different approach. Let’s start with attracting new clients.

THE NEW CLIENT: The best 1st visit offerIf you want to persuade your hottest competitor’s clients to give you a try you probably need to incentivise them with either a percentage or money off discount. But which is best?Money off discount: Potential clients know immediately what they are saving, but it can be awkward for salons with a wide range of treatments as it’s difficult

Again, rather than discount, market the launch to your existing clients with an added value offer, such as ‘buy 4 of our new skincare treatments and enjoy the 5th on us.’

Thanks a millionReward loyal clients and show your appreciation by emailing or texting an added value offer to thank them for their loyalty. An impromptu ‘Just because…’ makes clients feel valued and is perfect for filling those gaps in the early part of the week or seasonal quiet times.

Last minute Is there any time when it pays to offer a discount to existing clients? Yes, when it comes to filling those last-minute appointment gaps.

Make sure deal appointments are only available at the eleventh-hour as it’s not ‘a stand-by’ if it can be booked 24 hours in advance, and just prevents full paying clients being able to book.

I suggest you don’t advertise these discounted appointments as always being available otherwise they get taken for granted and seem the norm rather than a bargain. Late availability is the key here.

Exclusive channel offersYour social channels and email marketing are great ways to offer exclusive added value offers, reward followers and build relationships. Why not email a value added promotion for Father’s Day to just your female database or post a salon social exclusive for Mother’s Day on Facebook and Instagram only?

Your best friend Introduce a friend schemes are salon discounts which work well. You may think they are old-hat, but word-of-mouth is still very effective. Why? Because most of us feel bombarded with incessant advertising and overwhelmed by choice. A personal recommendation cuts through this sales’ noise and gives us the confidence to ‘give the salon a try.’ It’s simple, inexpensive marketing and absolutely the right time to use a discount. So dust down those cards from behind reception and start handing them out.

Never say neverDiscounts and deals do have a place in growing your salon, but use them with caution and always think about how you can add value before reducing your prices. n

Alice Kirby is the founder of Lockhart Meyer Salon Marketing a specialist hair & beauty marketing agency and the blogger behind #GrowYourSalon. Visit her blog www.lockhart-meyer.co.uk/blog

Ever been tempted to discount your offerings to fill the quiet

times in the salon? You are not alone in such a competitive

market. Founder of Lockhart Meyer Salon Marketing

and blogger Alice Kirby navigates the pros and cons of

cutting costs.

Deal orNO DEAL?


QUICK LOOK AT THE PROS AND CONS:SALON DISCOUNT BENEFITSSimple and quick to implement• Get clients through your door – instantly• Increase client loyalty• Introduce clients to new services, treatments and products• Easy to track and measure• Bolster quiet days• Build a client following for a new therapist

BUT USE THEM WRONGLY AND YOU CAN• Reduce profitability long term• Damage your salon brand• Create a discount culture as clients wait for sales• Encourage price-driven coupon clippers• Dent customer confidence• Lower loyalty• Slash average services invoice value

VIEWPO

INT

Wellness – A section detailing the latest news and products in the wellness industry paired with a profile on a leading industry wellness expert to comment on the latest trends in the market.

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Amperna Probiotic + DS Repair Complex – Amperna [email protected] Minerals Rejuvenation Oil - Lust Mineral Cosmetics 0409 258 907Synergie Skin Dermiotic Pre Serum Elixir - Synergie Skin 1300 689 619

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Tell us how you originally started your wellness career?“I originally got into the beauty industry to help treat my own acne and skin condition that motivated me to learn and research as much as I could. I studied Chinese medicine and acupuncture, nutritional medicine and completed various courses in metabolic disorders, herb and drug interaction, the gut-skin axis. I’ve worked, lectured and trained in skin revision (with DMK) for 20 years now and I discovered very early on, that skin problems have a strong correlation to digestive imbalances and stress that cause imbalances and disharmony within the body.”

What is the correlation between the gut and skin conditions?“The most severe or long-term symptoms I observed, for example, acne or rosacea, often have complex or multiple contributing factors. Research told me that a lot of skin conditions can be expressions of inflammation in the body, and often poor gut function.”

We have seen the rise of salons offering wellness supplements and probiotics as part of their business. Tell us about this trend?“Over the past few years, the topic of digestive health has gone mainstream, with both consumers and therapists being more aware of its important function and power. It’s an exciting step in the right direction, as digestive health really is incredibly important for overall health and wellbeing.”

What have you learnt about gut health during your studies?“Hippocrates said it best over 2,000 years ago that good health begins in the gut. Healthy gut flora optimises our digestive system providing a variety of functions including; nutrient absorption and assimilation of vitamins and minerals, hormonal signalling and breaking down and rebuilding hormones, helping to prevent colds, flus, yeast infections and decreasing inflammation.”

How can skincare clinics incorporate this into their offerings?“The skin is a mirror for what’s happening within, so it makes sense that clinics would need to consult and understand their clients’ overall health and lifestyle choices if they want to address the cause of the skin problem and deliver long-term and maintainable results.”

What should salons be looking for when stocking wellness supplements?“There are a growing number of dietary supplements in the market, but not all formulas and ingredients are equal. The most effective supplements include readily bio-available ingredients (not synthetic), quality formulations in the appropriate dosages.”

Tell us how you developed your range?“It took six years of research and development, working with specialist formulation and manufacturing expertise in Australia. I worked to source the best quality ingredients possible, and then to develop the right dosages in the formulations that would work to complement each other. I wanted it to be convenient yet effective. One fundamental issue for us to consider in the formulation was that most probiotics don’t survive past the transit through our stomach acid, so we secured a patented micro-encapsulation technology to ensure maximum delivery of the probiotics to the target area, the lower intestine area. And that took some time!”

How significant is the link between gut health and glowing beauty?“If you have a skin problem, you have a gut problem, the digestive system is the core of overall health and wellbeing with the gut, skin-brain axis being at its core. From linking parts of our nervous system right through to the connection of emotional, cognitive, and intestinal functions, the gut brain axis, and within that the health of microbiota can have direct impact on your body, your skin and your mood; with many believing that gut health and its restoration being one of the most important goals of the 21st Century.”

How can salons integrate this trend into their own business?“If the beauty industry is to remain relevant and innovative, and meet client demands, it’s imperative that they invest in education to better understand the importance of inner health and wellbeing. As clients are becoming more educated about holistic health it’s important that the industry stay informed and up to date, and be prepared to extend their services and advice for clients to takeaway and use at home. Invest in education for your therapists.” n

www.dmkskin.com

WELLN

ESS

Founder of Regul8™ and Head of Education at DMK Australia and New Zealand.

Debbie DicksonFAST TRACK WITH

WELLN

ESS

THE FUTURE OF

Get ready to glow with these beauty boosters …

Wellness


Beauty Escape – A focus on both national and international spa, hotel and salon destinations. We profile the company’s beauty therapist, salon products and their insider tips on how to create the perfect beauty escape for clients.

“Home treatments are a great way to maintain your skin, but skin conditions change over time, and just like how we pay regular visits to the hairdresser, our own skin should be taken care of with a similar to higher frequency,” she said.

Years of industry knowledge and a firm understanding of the current trends and influences in the beauty realm led Shelley to recently revamp the spa’s treatment menu and introduce two new skincare partners - the UK’s Linda Meredith and local brand Uspa.

Shelley said both brands were perfectly aligned with the expectations of the hotel’s high profile clientele and the new menu reflected an emphasis on achieving beautiful skin using natural and science-based products and methods.

“From haute oxygen facials to coco body cocoons, the new spa menu offers an indulgent range of treatments to refresh and renew from head to toe,” she said.

Shelley said both Linda Meredith and Uspa had been well received by her savvy clients.

With a new spa menu, the Park Club Health & Day Spa is the ultimate Melbourne relaxation experience, writes Michelle Ruzzene.

CLUB Deluxe

BEAUTY ESCAPE

START EXPLORING THE leafy, Paris-end of Melbourne city and you’ll stumble across a grand hotel at the end of a gorgeous tree-lined entrance.

Get closer and you’ll see it’s the Park Hyatt Melbourne, a five-star hotel that boasts views overlooking St. Patrick’s Cathedral, Fitzroy Gardens, and the cosmopolitan mix of Victorian and modern architecture.

Housed within its classic walls is an equally impressive five-star spa, which sits within the very heart of the hotel.

The Park Club Health & Day Spa features an indoor infinity pool built right over the lobby’s silver-leaf encrusted dome, with a spectacular heritage mosaic of two water nymphs by artist Rob Di Virgilli on the walls.

The pool is just one element of the ‘wet’ area which includes a jacuzzi, sauna and steam room.

Alongside the wet area and the boutique gym is the seven-room day spa, which includes a double room for couples or friends to enjoy treatments together.

The spa has been in operation almost 20 years – it welcomed its first client in 1999 when the Park Hyatt Melbourne opened - and in 2014 was the winner of the Best Luxury Wellness Spa at the World Luxury Spa Awards.

Spa manager Shelley Varacalli said the treatments, rituals and lifestyle recommendations were based on the four cornerstones of wellness; sound nutrition, regular exercise, peace of mind and care of the face and body.

She said from the moment a guest walked into the spa, every element had been carefully considered to ensure their experience was outstanding.

Guests are encouraged to arrive at the spa at least 15 to 30 minutes prior to their appointment to allow enough time to complete a consultation form, use the steam room and sauna, and relax in the lounge to enjoy a cup of signature tea, which is a delicious blend of honey, lemon and ginger.

Fresh flowers, incense, mood lighting and soft music complement the spa’s ambient interiors.

Shelly said from a client’s first visit, she taught them the first step to a glowing complexion and body was through investing in treatments that directly targeted each individual’s skin type.

BRAND PARTNERSPark Club Health & Day Spa introduced a new spa menu in April along with two new product ranges - British skincare range Linda Meredith and quintessential Melbournian brand Uspa. They are the first hotel spa in Australia to offer Linda Meredith Skincare as part of the spa’s treatments. Known as the Queen of Facials, Linda Meredith’s list of celebrity clients includes Victoria Beckham, Madonna, Gwyneth Paltrow, Stella McCartney, Penelope Cruz and Kate Moss along with a host of

supermodels and international celebrities. Linda Meredith

said she was “delighted to be introduced to Australia in such a landmark and stunning hotel”. Uspa, a local Melbourne brand established in 1995, draws upon native ingredients like Lilly Pilly, Caviar Lime and Kakadu Plum for its formulations. It is part of the hotel’s philosophy to support great local brands with quality products. Being introduced to Uspa pure and organic way of life was what sealed the deal between Park Club Health & Day Spa and the quintessentially Melbournian brand. Uspa is cruelty free.


A selection of content measures for campaign messaging reinforcement

EDITORIAL OPPORTUNITIES

PRO- File – We look at industry insiders doing great things in the beauty arena and find out their inspiration while acknowledging their achievements. We invite leaders to share their business journey and inspire others.

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THREE YEARS AGO Nikki asked herself – ‘How hard can it be?’ when she took up the helm at BLC Cosmetics. Tasked with transforming the business by modernising and driving a high-performance culture. She reveals what’s been so illuminating is the reflection process and discovering how absolutely universal the experiences of change are to owners, operators as well as distributors and manufacturers.

We chatted to Nikki about what makes or breaks a business.

I’M DRIVEN and sometimes like a woman possessed! My sheer conviction is underpinned by a insatiable appetite to make a difference and a positive contribution. Profit is the goal, but it’s also strangely the by-product. But profit doesn’t just naturally happen on its own, and even with bucketloads of drive and passion, it’s not enough.

IT CAN BE DISHEARTENING to look at the P&L when you’ve got a vision but are not where you want to be yet. I empathise with every owner out there striving to achieve balance while running a business, a life, a home and a family. I realised that even though I run a distribution business, I have faced the exact same problems as our clients. Coming out the other side of transformation, I was trying to work out what the common threads were in the mindset to “keep on keeping on” and what has not only kept me sane, but enthusiastic and fulfilled.

THERE ARE FIVE MAIN UNIVERSAL TRUTHS that I have discovered through a bit of soul searching, which contribute to this growth mindset:1. Purpose 2. People 3. Process (ie priorities and a plan!) 4. Product5. Perseverance The net result is that this is the pathway to profit, but each of these topics plays a role in getting you there.

PURPOSE IS ALL THE RAGE RIGHT NOW but it’s for very good reason. The first

universal truth is that purpose connects you to why you do what you and is an exceptionally powerful and empowering process. I’ve always had this insatiable inner drive for change. Not change for the sake of it, but empowering and enduring to make a positive impact to our team, our clients, our client’s clients, our brands, our industry and our planet. It wasn’t until recently that I understood this part of myself and how it’s given me the courage to take sometimes ridiculous risks, make some epic mistakes and (most importantly) forgive myself for those mistakes.

PURPOSE GIVES YOU A REASON TO GET UP IN THE MORNING but there’s virtually no point it you’re doing it all on your own. It’s no secret that the second key universal truth is that people are the single greatest asset to a business. But as an owner, manager or leader it’s hard going and it’s tantamount to herding cats some days. You’re playing a cast of roles – boss, coach, friend, counsellor – and it can be lonely all on your own at the top. I had some sage advice recently to squash all of these roles into one and approach my team as though I’m a parent. Reeling from the thought, I realised it’s not as patronising as it sounds and I’m truly invested as a guide, with the best intentions for each of my team.

CONNECTING YOUR PURPOSE TO YOUR PEOPLE IS CRUCIAL to bring them on the journey. You can never explain enough, because sometimes it all makes perfect sense in your head, but your team are not clairvoyants (reminder note to self!).

THE CONCEPT OF ‘ACES IN PLACES’ IS POWERFUL and there is no room for passengers in a high-performance culture. You need to know where there isn’t an alignment between a person and your purpose, and then be brave enough to call time. No-one intentionally shows up to do a bad job, but sometimes they do and you just have to deal with it – what you tolerate you endorse. The nature of our industry is that we are fixers, nurturers and healers and this same ethos applies to the way we treat our teams. But there may be some that you just can’t fix and you have to be okay with that. You need to be on your own team too and to be able to call bullsh*t on yourself. No blaming, no excuses and no putting your head in the sand. It only works for a short time. Be the master of your own destiny.

THE THIRD UNIVERSAL TRUTH IS that as we seek balance in our busy lives, the panacea for stress is a combination of process, priorities and a plan. It’s a bit of a boring topic, but consistency and simplicity of a process sets and manages expectations to ground you in security day-to-day. Your process and priorities drive 80% of the business activity to gives you a little bandwidth to roll the big rocks that will make a big difference. Micromanaging people will kill a business, but micromanaging the definition of the process that the people use can revolutionise and deliver exponential results. This can only be done if you don’t try

PROFESSIONAL BEAUTY | 3

PRO-FILE


pro-fileMICROMANAGING PEOPLE WILL KILL A BUSINESS, BUT

MICROMANAGING THE DEFINITION OF THE PROCESS

THAT THE PEOPLE USE CAN REVOLUTIONISE AND DELIVER

EXPONENTIAL RESULTS.

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EDITORIAL OPPORTUNITIES

NAIL-File – Each edition we will profile a prominent leader in the nail industry from nail artists to CEOs of nail brands. This Q&A style interview will give a voice to the growing business.


NAIL-FILE

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NAIL BOY TO THE RICH AND FAMOUS, HOLLYWOOD ELITE, AND HOUTY TOUTY CELEBRITY FAMOUS TYPESTOM BACHIK

nail-file

Expert Talk – We chat to three prominent beauty business leaders about their brand-new launches and how it will affect the market. These mini profiles allow brands to talk about their latest product innovation.

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SKEYNDORLat qui uta simus aditae dem ilit volore, sequam rerfernam ut mod expla elecabo restionse eiuntium, comnit magnimo lessenis dolupta tionem ipit odis accum nobis de ra porepro imus raepeli tatibus ut a et erumquo stemque etur?

TOP 3beauty picks

ROBYN MCALPINESkintifix

Should you decide to upgrade the technology when trends change or a new model becomes available – what are your options?“Trends come and go, and the investment into technology should be one that is thoughtfully considered and based on the results you are seeking combined with the long-term profitability for your business. The investment into

SIMON BARNESMillk Medi Spa

How do you combat the discounting threat of the larger franchise networks?“Having been involved in the industry with Millk since 2004, I have seen the beginning and rise of the discount franchise or multi store clinics. Being a single less staff turnover and create a unique personal percentage of clients who prefer and see value in a salon/clinic

ABBY STUARTOi Cosmetic Studio

How do you combat the discounting threat of the larger franchise networkas?“The benefit of not being a franchise is that we can be fluid and respond to the market very quickly. If there are new trends, new innovations and new services, we can quickly undertaunting is not an area that concerns us. We ensure we meet the market expectations, and on

talk


FEATURE

Home Grown Heroes – A look at local game changers in the industry from makeup artists to business leaders that are changing the face of beauty.

A look at local game changers in the industry from makeup artists to business leaders that are changing the face of beauty.

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HEROESHome Grown

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a et erumquo stemque etur? Qui uta simus aditae dem ilit volore, sequro imus raepeli tatibus ut a et erumquo stemque etur?

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JESSICA HART


FEATURE

Tried and Tested – We look at the latest treatments in the market to gain an insight into the trends forming in the industry, why they have launched the latest treatment and how it will be marketed. Our tried and tested will break down the science behind the treatment with therapist input and the cost of the latest innovative procedures.

LAT QUI UTA simus aditae dem ilit volore, sequam rerfernam ut mod expla elecabo restionse eiuntium, comnit magnimo lessenis dolupta tionem ipit odis accum nobis de ra porepro imus raepeli tatibus ut a et erumquo stemque etur? Ficimpores apisi doluptium que verio offictur? Poribusae ilit faccaturitat exernatquam quideste dio evelluptis rest quam quis accabo. Nam, nisciditis et pliquo officipicius int ut odi denimint, que essum re post, sunt etusant voluptibus ipsapero bla quodis molumquibus incto vel maio qui voloratio cuptat ent fugit modit quundae ium quibus velectatur sa

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latestTREATM

ENT

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Handle with careI know. It’s tempting to panic when the salon is quiet and your competitors are discounting everything – including their granny. It can sometimes feel like discount promotions are the only marketing route left to you. But they are not.

In most cases discounts are merely a short-term fix. They create a reassuring spike in appointments but can damage your brand and rip a large hole in profits. However, there are times when they are a useful marketing tool.

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Contact: details xxxx xxxx xxxx xxxxxxxx xx


TREATMEN

TS

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CHINA DOLL LASER PEELLat qui uta simus aditae dem ilit volore, sequam rerfernam ut mod expla elecabo restionse eiuntium, nobis de ra porepro imus raepeli tatibus lessenis dolupta tionem ipit odis accum nobis de ra porepro imus raepeli tatibus ut a et erumquo stemque etur comnit magnimo lessenis dolupta tionem ipit odis accum nobis de ra porepro imus raepeli tatibus

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tried + TESTED

Beauty file – A profile on an industry leader in the business ranging from makeup artists to beauty therapists with a focus on their favourite products and salons around the globe.

WAKE UP AND MAKEUPMikele Simone was recently awarded Makeup Artist of the Year at the Australian Hair Fashion Awards (AHFAs). Michelle Ruzzene caught up with the 32-year-old Gemini to talk all things skin, makeup and drag.

ON HIS BEAUTY OBSESSION:

“I have been obsessed with fashion and

beauty ever since I can remember. I grew up in

Italy and was surrounded by fashion. I loved

looking through Vogue and other magazines,

admiring the total look of the models and how it all

came together.”

ON HIS MUM:“My mother was very supportive. She would let me go shopping with her to all these cool

little boutiques and I used to love sitting in the bathroom watching her put her makeup on.”

HIS FIRST JOB:“My first beauty job was in a department store and I loved it. I used the clients as a training ground to perfect my makeup skills and application methods, so I would make sure I always had bookings. And if I didn’t, I would approach people walking past and ask them to try the latest shade of lipstick or the newest

technique I had learnt.”

ON THE INDUSTRY:“It can be very competitive. A bit of healthy competition is great and can really push creativity. I think we need to remember though that we are all in this industry for the

same reason. I am a big believer of helping each other and working together.”

ON HIS AHFA WIN:“I was so shocked and excited. I couldn’t

believe it. It took a while to register when they announced my name. I was up there with some very talented makeup artists and even though

I knew my entry was unique in its own right, I guess you never know what the judges are

looking for, but I feel so honoured.”

ON SOCIAL MEDIA:“It’s such an amazing platform to share your creative

adventures and work, but I do feel that it has tarnished the concept of what a ‘makeup artist’ really is, with

some people stating they are a ‘professional makeup artist’ on their profiles, but then all their images are only of themselves. The term ‘makeup artist’ is used too liberally on social media and has now blurred the lines between the amateur and professional world.”

HIS SIGNATURE LOOKS:“My ‘thing’ is skin. I love making

the skin look natural and flawless.”

HIS FAVE MAKEUP PRODUCT:“Definitely my Marc Jacobs Spotlight

Highlighter. It’s my go-to for any looks - I use it to highlight the cheeks, put all over the eyes,

and even the body. It’s so versatile.”

HIS TOP TIP:“Perfecting the skin is the

most important part of makeup for me. Making sure it’s flawless yet natural is hard

and if you can perfect your technique here, then you

can do anything. There is no point in doing an amazing eye or lip if the skin looks

heavy and patchy - it ruins the total finish.”

HIS PERSONAL MANTRA:

“Success is not the key to happiness. Happiness is

the key to success” - Albert Schweitzer

HIS MAKEUP ICON:“I trained with Laura Mercier, so she would have to be one of the

people at the top of my list.”

STYLE FILE

HIS CURRENT CELEBRITY MAKEUP CRUSH:

“I’m obsessed with drag performer and artist Hungry,

Instagram handle @isshehungry.”

HIS FAVE INSTAGRAM ACCOUNT:“Has to be @ratedmodernart which shows very inspiring art from all over the world.”


Last Word – A profile of an industry expert and a glimpse into their life behind the scenes with a look at their beauty inspiration and favourite go-to products.


LAST WO

RD

Australian makeup artist to Hollywood’s A-list including Anne Hathaway, Reese Witherspoon and Cate Blanchett has just launched her first Sydney studio specialising in cosmetic tattooing and eyebrow microblading Dr Freckle & Mr Hide. She shares her beauty secrets and saviours.

GORDANAWILLESEE

If I was shipwrecked on a deserted island I would want blusher

or bronzer in my emergency kit.

The beauty with permanent makeup is you never have to go without – except for bronzer, that you

will always need.I have looked after celebrities such as Reese Witherspoon and Anne Hathaway and my secret to creating great skin is mixing moisturiser and foundation plus a secret oil.

The biggest lesson I have learnt in the beauty industry is always trust yourself. I remind myself

that it’s just beauty and I don’t get sucked into the falseness of what’s behind each mask.

My favourite beauty treat is putting on my environ mask,

listening to hip hop music loudly and

finding sun anywhere in the world.

When I launched Dr Freckle and Mr

Hide the biggest lesson I learnt was that hard work and focus will get you

ahead and don’t let anything stop you.

Distractions come at a price.

I could never live without Botox. It’s like ironing out your favourite shirt, you always look better.

Beauty to me means taking care of ourselves and

since we are what we eat it is what what goes on inside the

body both physically and spiritually that makes a difference. Goodness glows!

The biggest beauty trend I forecast is that

everyone will come back to natural

makeup – there will be less contouring and more classic Academy Award

style makeup. It will be beauty without the obvious. Dark

lips will make a re-appearance too.

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Increase brand awareness, drive traffic and generate leads

SOCIAL MEDIA


Key topics discussed by suppliers + salon professionals to deliver educationA thought leadership tactic ideal for brand alignment around premium contentThe roundtable discussion is captured by video in a private settingA networking lunch follows involving all participants from the roundtableThe roundtable content is shared across print, digital + social channels for 8 weeks2 x sponsorship packages are available – details shared upon requestPackages include video assets, magazine + digital advertising, and 2 x roundtable guests

be inspirational, innovative, and keep the team collaborating together. A CEO has to be looking to the future while the team are running the day to day, and looking for where the vision’s going to be.”

Mathew Green: “The role of the CEO is multifaceted. You have to have a broad understanding of the market dynamics. You have to have an understanding of the competitor landscape and also the financial expectations. A CEO must create a vision, a vision for the company and a mission and also establish its culture and its values. And this should create an environment where the best people want to go and be a part of it and also to get the best work out of them while they’re there.

96 | WWW.PROFESSIONALBEAUTY.COM.AU PROFESSIONAL BEAUTY | 9796 | WWW.PROFESSIONALBEAUTY.COM.AU PROFESSIONAL BEAUTY | 97

ROU

ND

TABLE

The gorgeous Private Dining Room at Bel & Brio.

Heather Harrison and Kaye Scott.

Leeanne Leslie.

DRIVING TRANSFORMATION

QUESTION: In today’s business environment, companies cannot settle for incremental improvement. They must periodically undergo performance transformations to get and stay on top. In driving this transformation, what is the role of the CEO, and how does that differ from the management team?

LEARNING: IT’S IMPORTANT TO HAVE A CLEAR, STRONG VISION FOR YOUR TEAM AND TO MENTOR STAFF COMING UP THROUGH THE RANKS.

Michelle Doherty: “Almost weekly you see a change and as a global brand, it’s sometimes hard to keep up with the changes in

IT DOESN’T MAKE SENSE TO HIRE SMART PEOPLE AND THEN TELL

THEM WHAT TO DO. WE HIRE SMART PEOPLE, SO THEY CAN TELL

US WHAT TO DO.

Every detail is considered at Bel & Brio.

I’ve got a quote here, which is oft attributed to Steve Jobs, which is, ‘It doesn’t make sense to hire smart people and then tell them what to do. We hire smart people, so they can tell us what to do.’ I love that one.”

Kaye Scott: “Some of my young management team are 25. It’s important to consider the different age groups in your management team. It can be challenging sometimes to take direction, or listen to their ideas. But they’re the future, those 25-year-olds, and what they’re doing is what our consumers are doing.”

Leeanne Leslie: “It’s important to have leadership skills but also stay engaged with your staff. That’s really important in that transition of different styles and the different generation that we’re dealing with and seeing coming up through those management positions. It is really important to be engaged at all times and mentor staff.”

Lee Tan: “Because I lead a smallish team and not at a CEO level, you’ve got to be consistent with what you do and you’ve got to have a really clear vision. You need the discipline, commitment and consistency. At times we can be dragged into all sorts of dramas, but at the end of the day, you’ve got to know why you’re there. It’s to steer that ship.”

Bel & Brio in Barangaroo.

the various countries and markets. But leading from the top as I do, we have to be very innovative, and we have to be evolving all the time and be able to move with those changes very quickly. We’re able to turn quickly and meet our consumers’ needs and the changes that we see in their skin. As CEO you’ve also got to be mindful of every individual. We’ve got staff all around the world and they’ve all got different needs. It’s important to us that we provide that happy workplace.”

Heather Harrison: “The challenge is having strong leadership so that you lead with conviction, you bring people on the journey, and you really inspire people to be the best that they can be. That’s my role. I want to

Host Glenn Silburn from Professional Beauty.

Roundtable guests gather at Bel & Brio.

Bringing together thought leaders to share industry knowledge

THE INDUSTRY ROUNDTABLE

A dynamic education event for the Australian aesthetics industry

BEAUTY & SPA INSIDERS

Held in Sydney each May for over 200 salon, clinic and spa professionals

Single day event comprised of speaker presentations & group discussions on key topics

Premium networking opportunity for like-minded people looking to grow their business

Choice of 4 x sponsorship packages available for brands that value industry education

MEET THE TEAM

GLENN SILBURNPublisher &

Commercial ManagerWith 22 years’ experience in B2B publishing Glenn is continually fascinated by

the print, digital and social media executions that have engaged audiences across

the Australian beauty industry. He has forged

successful marketing partnerships with suppliers,

manufacturers and distributors via marketing

and content ideas that educate, inform and inspire salon owners and therapists

around Australia.

ANITA QUADE Editor

With a journalism career spanning more than 20 years

that includes daily newspapers and magazines both locally and internationally, Anita’s love of the beauty industry

made joining the team at Professional Beauty,

as Editor in March 2018, her ideal job. Her role

involves writing about the ever increasing number of inspirational movers and

shakers and keeping readers updated on the latest

beauty products, devices and treatments.

JENNY BERICH Online Editor

After more than 20 years writing for a wide range of newspapers and magazines across

Australia, Jenny found her perfect job at Professional Beauty in 2015. In her role

as online editor, Jenny gets paid to pursue two of her greatest passions

– writing and beauty (not necessarily in that order) – and most importantly

gets to share all her discoveries (the latest

miracle products!) with our readers.

MICHELLE RUZZENE

Beauty Editor A self-confessed beauty junkie who loves working

for Australia’s beauty bible, Michelle is always chasing the latest trends, treatments, openings and products. When she’s not at an event, photoshoot, or profiling a salon, the former news producer turned beauty editor is

constantly hunting down procedures, services and

advancements within the beauty and skin

care industry.

SANJA SPUZANIC Group Art DirectorWith a design career

spanning over the last 17 years, Sanja has worked for some of Australia’s leading

media and publishing houses, where she gained extensive

experience in both print and digital environments.

Having a strong passion for the beauty industry has led her to join the Professional

Beauty team, where she strives to produce visually

strong, creative pieces whilst always remaining open to

creative exploration, influence and inspiration.

INDUSTRY TESTIMONIALS

“Thank you for the invitation to be part of

the roundtable, I valued the opportunity”Emma, Dermalogica

“Beautifully put together, well done”

Maria, INSKIN COSMEDICS

“It was wonderful to be a part of this roundtable,

thanks again for the opportunity”

Pene, Candela Medical

“This looks fantastic, so lucky to be

part of this very important discussion”

Jesse, The Therapist Co.

“I’m blown away by the awesome content.

It was lovely to work together”

Nicola, In Therapy Skin & Body

“Our work with you is getting noticed and we look forward to

continuing together”Donna Lee Marcal,

Dermatronics

“Thank you for suggesting the

campaign ideas; we’ve had several leads come through”

Pauline, In2Skin

2020 - Naturally Good · Professional Beauty is the leading B2B influencer Professional Beauty has...

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