2020 MEDIA KIT - Naturally Good Expo
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2020
MEDIA KIT
Targeting salon decision makers across
the Australian beauty industry
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 partnerships We 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
38,952
Professional Beauty is Australia’s leading source of business Website readership via
information for beauty professionals.
45,600 8,656
audited copies
Monthly UV’s
Key decision makers & influencers include:
• Salon owners
• Directors Social Media
• Salon managers 34,993
• 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
9%
30%
copies nationally (AMAA Audited) with 90% personally
Magazine (print & emag) 30%
requested (AMAA verified recipients report).
eNewsletter subscribers 9%
A twice weekly eNewsletter keeps 11,200 opt-in subscribers Social Media followers 26%
Unique Website sessions 35%
35%
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
26%
unique visits in July 2019 alone. eNewsletter
Professional Beauty also has a rapidly growing social media 11,200
twice weekly
reach of 34,993 followers courtesy of content shared through
dedicated Facebook, Instagram and LinkedIn media channels.
AUDIENCE SAMPLE
A sample selection from our media community
The Manager Laserderm Skin Fitness Centre The Manager 2 Deadly Hands Massage Nails & Beauty
Proprietor Beautiful Body Boutique The Proprietor A Touch of Beauty
Director Beauty & Medicine Director Timeless Health & Beauty
Salon Manager Beautyologist The Manager Underground Waxing & Makeup
The Manager Natural Image Owner Sheer Serenity Skin & Beauty
The Proprietor Wembley Skin And Body Focus The Manager DermaBeauty Clinic
The Manager Wise Women Owner Allure Skin & Body
Owner Beauty By The Park The Manager Get Smart Hair, Body & Soul
Manager Boutique Beauty Director Acacia Skin & Bodycare
The Manager 4ME Beauty Therapy The Manager Beauty Beyond Paramedical Aesthetics
Clinic Manager 2 Dye 4 Hair & Beauty Owner Junie’s Natural Skin Care
The Manager Visions Beauty Salon The Manager Venus Skin & Beauty
Proprietor Babes Beauty On Main Owner & Beauty Therapist Beauty Down Under
Owner Yunga Beauty Clinic Manager Laser Therapeutics
Director A & S Centre of Electrolysis Owner Bay Street Beauty
Professional Beauty magazine : audited circulation 8,656 salons (September 2019) with 90% verified recipients.
Names protected by our Privacy Policy
AUDIENCE INSIGHTS
Standout results from Professional Beauty’s 2019 industry survey:
88%
of our audience
87%
of our audience
influence or have followed
make purchasing advice featured in
decisions an article
83%
identify Professional
93%
regard Professional
Beauty magazine as their Beauty magazine
#1 choice for industry as trustworthy
education, advice and accurate
& support
THE B2B MARKETING FUNNEL
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.
Lead
Generation
Awareness
•viral
Events, advertising, tradeshows, blog, webinars, direct mail,
campaigns, social media, search, media mentions
Interest • Emails, targeted content, newsletters
• Product information and specials
Lead
Consideration • Automated email campaigns, case studies, product samples
• Product demonstrations and samples
Nurture
Intent
Evaluation • Marketing and sales combine to verify product merits and value
• Sales transaction is completed
Sales Purchase
PRINT MAGAZINE + DIGITAL MAGAZINE The Bible of the Australian Beauty Industry PRINT MAGAZINE DIGITAL MAGAZINE Established for over 25 years Established for over 10 years 6 editions mailed per year 6 editions shared by eDM per year The only independently audited beauty industry magazine 2,147 opt-in subscribers 8,656 audited circulation (AMAA) of salons, clinics, spas Responsive design suited for mobile + tablet 90% of copies are personally requested (AMAA verified recipients) Twice winner Australia’s best B2B magazine (Publishers Australia Awards)
EDITORIAL CALENDAR
JANUARY/FEBRUARY MARCH/APRIL MAY/JUNE
AUSTRALIAN MADE WOMEN OF INFLUENCE / BRIDAL THE 25TH ANNIVERSARY ISSUE
A look at the advantages of beauty brands A spotlight on successful beauty game-changers The best of beauty and technology and a celebration
being Australian Made. in the industry and a look at the best bridal of Professional Beauty’s 25 year history.
Roundtable: The 2020 Vision - Beauty Trends makeup and treatments on the market. Roundtable: Active Ingredients - Product
Roundtable: In Touch with Technology Advancements + Innovation
JULY/AUGUST SEPTEMBER/OCTOBER NOVEMBER/DECEMBER
LUXURY SKINCARE CLEAN BEAUTY FESTIVE BEAUTY
A look at what’s new in the high-end beauty The rise of natural and organic products in the A focus on festive beauty gift packs and party
market and the latest treatments market along with a spotlight on the changing makeup along with trends from 2020 and our hit
and innovations. face of tanning. predictions for 2021.
Roundtable: The Right Retail Partnership Roundtable: Natural Capabilities - Clean Beauty Roundtable: Franchising Salons - maintaining
independence versus the power of togetherness
EDITORIAL CALENDAR
ONLINE MAGAZINE
MAIN BUSINESS SKINCARE EXPERT / TECH
BEAUTY PRODUCT PRODUCT TALKING INDUSTRY EVENT
COVERAGE EDITION THEME FOCUS SKINFLUENCER VIEWPOINT ROUNDUP POINT ROUNDTABLE PREVIEW
FOCUS FORUM
JAN AUSTRALIAN The 2020 Vision :
Tanning JAN/FEB
MADE Beauty Trends
FEB Research into the adverse
Valentine’s Day Sun
reaction to Botox and Skin Cosmoprof
Tanning and Hair Packaging: the pros and cons protection Australian
HR retaining staff Needling. Does a client’s skin IPL The Educators Bologna:
Removal of being Australian Made made beauty
build up an immunity to 12-16 March
Waxing / Hair removal
these treatments?
MAR Body Treatments A focus on franchising; what it
(including skincare and INFLUENTIAL means to run a successful In Touch with
MAR/APR
body sculpting WOMEN chain. The issues owners need Technology
technology) to be aware of
APR The backlash of overworking
Natural skincare (and Beauty
The importance of the skin. Will salons see a Bridal Corporate beauty Salon Software
facials without Cryotherapy Melbourne:
insurance return to more a more Ingestibles Nails Management
technology) 28-29 March
natural approach?
MAY Rules & Regulatory Active Ingrendients:
Innovations (in skincare, THE 25TH
Compliance: verification, Product BEAUTY & SPA
nails, tanning, makeup MAY/JUN ANNIVERSARY
testing and certification when Advancements + Insiders: 25 May
and technology) ISSUE
brands go global Innovation
JUN Taxation Time. How How to winterproof your
Acne Body treatments Skin Naturally Good
Makeup to make the most of clients skin / treatment Lashes & Brows
Pollution Masks Resurfacing Expo: 1-2 June
your claim packages
JUL New luxury insalon LUXURY
JUL/AUG
treatments SKINCARE
AUG Accounting
The rise of ingestibles Luxury Beauty Beauty Expo
New luxury retail recommendations Multiple The Right Retail
- research into their Brows / lashes High end Technology Australia:
products for a smooth Modalities Partnership
effectiveness in health treatments 22-23 August
running business
SEP New organic skincare
and makeup trends/ SEP/OCT CLEAN BEAUTY
developments
OCT The best ways to
Clean Beauty skincare Sub topics: The move towards tanning A look at the regulations in the CIDESCO World
ensure your Tanning Organic / green Natural Capabilities:
and makeup trends/ Tanning Retail, products in the retail market Organic market - how do Tanning Congress:
business makes beauty Men’s beauty Clean Beauty
development Clean Beauty how is it affecting business companies get certified 3-7 Sept
a return
NOV Waxing NOV/DEC FESTIVE BEAUTY
DEC The rise of tattooing from Franchising Salons:
Year in Review and The rules on wages permanent foundation to maintaining
Subtopic: Year Year in review Party Permanent Cosmoprof Asia:
Trend predictions for and overtime during microblading and lips. What The World of Wellness Makeup independence
In Review makeup Detox Makeup mid-November
the year ahead holiday season are the benefits and versus the power of
health risks. togetherness
EDITORIAL OPPORTUNITIES
A selection of content measures for campaign messaging reinforcement
TALKING POINT
VIEWPOINT
SKINCARE
NEWS
NEWS
TANNING
ENDOTA SPA CUSTOM SPA EXPERIENCES
Designer
FRANCHISEE GROUPON ANZ CEO STEVE TRAPLIN TALKS DISCOUNTS BIO SCULPTURE
AUSTRALIA
THE DANGERS OF
BACK-PAYS STAFF Tell us a little about the launch of Groupon in Australia…
An Endota Spa “It was launched in Australia in 2011, Groupon is a leader in global and Don’t just compete on price. It’s important that
THE
franchisee who operates Australian e-commerce and we are working to become the world’s largest salons differentiate their nails services in order to remain
Discounting
six of the company’s online marketplace and the daily habit for Australians. We have more than competitive. I think the worst thing a nail salon can do is
SKIN
Sydney day spas had compete on price alone; by reducing prices this will trigger
five million subscribers who have actively signed up to receive Groupon
to backpay $65,939.87 a price war and devalue the skills and experience of nail
mobile notifications and emails, and interact with our website and app daily.”
to 13 employees after technicians and the beauty industry as a whole. At the end of
Tell us about the competitive discounts at Groupon…
making illegal deductions
“We begin and end with our customers as they are the real reason why we These luxury skincare the day everyone loses.
The Moroccan Effect NAIL
PRINT YOUR OWN MAKEUP?
products can deliver rich
from their salary and Focus on value add. This is a clever way for
NEUTROGENA CASTS SHADOW underpaying penalty rates and annual leave entitlements. If you struggle to find the right coloured eyeshadow, blush When times are quiet salon owners can feel are in business. We offer our customers amazing prices, great value and
technicians to provide their clients with extra services and
OVER LED HOMECARE DEVICES The Fair Work Ombudsman (FWO) investigated Sea One North Pty or brow powder you will be pleased to know that you can tempted to discount services and slash product choice, a broad and deep selection of things to see, eat and do.
What is the biggest advantage for beauty salon owners that use results for your clients products with something over and above a long lasting
Neutrogena’s recall of its popular Visibly Clear Ltd, trading as Endota Spa Sydney, after it received requests for assistance now print your own using “16.7 million colours” thanks to
the launch of the world’s first 3D makeup printer.
prices. Anita Quade chats to industry experts Groupon to promote their business?
manicure.
Light Therapy Acne Mask and Activator from two skilled 457 visa holders, who alleged the company was making
is likely to raise consumer concerns about deductions from their pay to cover visa-related costs. Weighing just under 1kg, the Mink enables users to HERE COME THE BOYS about the pros and cons of cost-cutting. Working with Groupon gives beauty salon owners a way to build their
Offer high quality products and experiences to
clients that focus specifically on quality, ingredients,
GAME
the safety of LED beauty devices around Fair Work inspectors found that the company made unlawful deductions transform any digital images into wearable makeup in less British makeup brand, W7 Cosmetics, has jlaunched a ground breaking brand and grow their business with great exposure to a new and engaged health benefits as well as highly skilled service offerings
the world. totalling $58,025 from the pay of thirteen 457 visa workers from countries than 30 seconds. makeup campaign featuring eight men and two boys wearing makeup. audience of potential customers at no upfront cost. We help beauty salons Harnessing the important properties of naturally-derived and ethically- such as extensions and nail art.
In Australia, Neutrogena’s parent company, including Poland, Ireland, Britain and Japan between May 2014 and Users simply open the Mink app and import an image Launched in a bid to celebrate diversity and inclusiveness, the campaign better manage their quiet times or unfilled periods or attract new clients
Johnson & Johnson Pacific, recalled the device, February 2018. from the internet, camera roll or social media. After stars Salih’s World, Toby Salvietto, Danny de Freitas, Way of Yaw, TAKE A LOOK at beauty salons and view their by providing a way to manage their load and capacity to best suit their sourced ingredients from across the globe, the MoroccanTan range works It’s about creating an experience. I believe that with so
much choice in the nail industry, customers are willing to pay
60 SECONDS WITH RUSSELL ZIMMERMANN,
and withdrew it from the market, in conjunction Endota Spa Sydney and Sea One North director Chris Barbour deducted choosing whether to print the whole image or a single Whatstheteakeekee, Marc Zapanta, Don’t mess with Denise and Harley Jeal menu to see the rise in the level of discounting, as
EXECUTIVE DIRECTOR OF THE AUSTRALIAN
individual requirements. We also offer merchants a free Booking Tool option effortlessly to create nourished skin and an envious all-over glow. more if they receive not only an amazing nail service but also
with the Therapeutic Goods Association. $250 per fortnight from the workers’ pay until the cost (up to $7000) of each colour within it, users then insert a Mink makeup sheet as well as 14-year-old Reuben de and 16-year-old Jamie Kyle. so clients can book appointments on the Groupon website or app.”
According to the TGA, the device was workers’ visa sponsorship had been reached. The FWO also failed to pay into the tray and press ‘send to print’. Fifteen seconds In total, the influencers have more than 1.5 million social media followers.
owners clamour to compete for business - but just
how damaging can this be for your brand? RETAILER’S ASSOCIATION Any other benefits? Through the unrivalled properties unearthed in Pure Organic Argan Oil, an experience that will keep them coming back for more.
Understanding your clients’ needs. We know that salons
recalled because: workers $7,914.87 in penalty rates and annual leave entitlements. later the printing is complete and the makeup, created “in Owned by Warpaint London, W7 is “an extremely creative, design- Daniel Dickson Managing Director, DMK Tell us how beauty salons can remain competitive in the market Another advantage Groupon merchants enjoy is our Merchant Centre, it is the culmination of this powerful antioxidant, Organic Rosehip Oil, need a point of difference in such a saturated nail market which
“It has been identified that, for a small According to the FWO, the company has back-paid all workers in full for accordance with the FDA rules for cosmetics”, is ready focused” cosmetic brand primarily targeted at 16-30 year-olds. with discounts such as Groupon.
subset of potentially susceptible people the unlawful deductions and underpayments, and has co-operated fully with to wear. The W7 brand has grown organically since its inception in 2002 and now
Australia and New Zealand believes the rise in the
level of discounting is driven by fear. “Groupon vouchers are a great idea if beauty salons have quiet periods.
which helps businesses track and proactively manage their campaign and
gives a clear view of how we help your business grow. In the Merchant
Organic Aloe Vera and a multitude of premium ingredients, that their One of the biggest beauty game-changers is why we invest heavily in being the healthy alternative in
nail care, developing unique products with the highest quality
(including people with certain eye-related FWO throughout the investigation process. Mink president and co-founder Janet Kim says that the
new printer meets the demands of today’s consumers who
contains over 500 items (including foundations, lipsticks, eyeshadows, nail
polish and the Ebony Collection for darker skin tones) which are sold into
“I often see a lot of discounting for the sake of Let us assume that a salon is very quiet on a Monday morning, staff Centre, salon owners can monitor sales, view campaign metrics, respond to renowned range ensures a deeper, richer and longer lasting seamless tan. in recent years has been the evolution of ingredients that are non-toxic, vegan friendly as well as focus SWITCHFUNKY
disorders e.g. retinitis pigmentosa, ocular have to be employed however if they are not serving customers then it
albinism, other congenital retinal disorders), “have higher expectations on how and where the products high street retailers and independent beauty beauty shops across the UK,
discounting. There is the fear of competitors, fear
is a cost of wages to the retailer. To offer a Groupon voucher discount
customers, and track payments with our easy-to-use apps. nail artistry. Salons have progressed from on education as the key to success. I believe this not only
allows salons to offer their clients a unique service but also
Offer services that cannot be found easily in the mass
production style chain salon is critical to the success of any
of losing customers, fear that your product quality How can beauty business maintain return clients with Groupon?
repeated exposure may cause varying degrees they consume fit into their lifestyle”. Europe, Australia and the US. is not good enough,” he says. would be beneficial to the salon. The issue is that if you have customers “We believe if you treat customers right, regardless of whether they’re Photography by Tiffany Mumford | Hair and Makeup by Carolyn Wren | Model Jet Zandbergen offering the standard manicure and pedicure gives technicians the skills to be able offer a independent nail or beauty salon. Many local suppliers that
“Mink understands the shifting landscape for on- Sam Bazani, the owner of W7 Cosmetics, said the brand has “always been
of retinal damage that could be irreversible and
could accelerate peripheral vision impairment demand and flexibility, and beauty is no exception,” an advocate for setting trends and providing quality cosmetics for anyone to
He believes pricing should be developed with booking for a treatment and the salon is in a busy trading period then paying full price or have found a great deal on Groupon, then they will Interview by Anita Quade to a menu featuring long lasting options unique experience. represent large global companies have very valuable, ready-
actuals including true expenses, forecasted profit to employ more staff to deal with the extra customers may in fact mean made marketing resources that can set your salon apart. Ask
or loss”. she said. express themselves creatively”. margins, and market research, rather than by that your service level may suffer. Giving discounts and then giving
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
ranging from Shellac to dip powders. The Bio Sculpture Australia specifically for images and logos that you can adjust and
“[In addition] other potential adverse events “We are excited to provide a new distribution platform
for beauty as well as connecting to the different consumer
“We are incredibly excited to be working with these inspiring young men
who are breaking boundaries in the beauty industry,” he said.
emotional reactions or by “feel”. substandard service will also mean that customers won’t want to come create a deal that is a win-win for both the customer and the merchant. rising demand has seen an influx of nail and Talya Bergmann add to, to make your own. Forming strong relationships with
that may be associated with use of this device
are eye pain, eye discomfort, eye irritation, touchpoints across physical, web and social. ‘The ‘Here Come the Boys’ campaign is about so much more than just
His top tip is to never under-sell yourself,
take an objective and formulaic approach and
back and support your business.” beauty salons opening its doors offering Managing Director
02 8218 4500
your suppliers and then utilising their often free education
programs will also give you the edge in the chair.
What do you think are some of the benefits for salons to
tearing, blinding, blurring of vision, seeing “Finally bridging images that inspire beauty and makeup, it fully represents our brand ethos of self-expression, with affordable be prepared to back yourself and the quality
discount and also some of the drawbacks? looking for the next special in services with highly competitive prices. We Knowledge is power. Once you understand why the
spots/flashes and other changes in vision (for transforming them into makeup in a snap.” products for both men and women,’ he said. of services and products you are offering at an
“The obvious benefits of discounting is that as a business you have to THE BEST BUSINESS the salon. She recommends
asked the experts how to remain a standout products you have selected are giving you the edge you can
example vision colour).”
In its statement announcing the recall,
appropriate value for your customers.
“Profit is not a dirty word, especially when I see
pay staff both when the business is quiet as well as when you are busy, by STRATEGY IS A offering alternatives to clients
to build a relationship by out in such a crowded nail market.
confidently pass this information onto your clients which will in
turn allow them to understand why they book with you.
Neutrogena stressed that the recall is being very dedicated business owners who work crazy
offering a discount to customers that don’t normally shop with you may SATISFIED CUSTOMER offering add on services or Differentiating your services from your competitors and
OZ BROW ARTIST TAKES ON THE WORLD encourage them to return and pay full value at a later stage, particularly
undertaken “as a precautionary measure”.
“As part of our quality and safety LADY ROCKS THE HAUS WITH MAKEUP LAUNCH Australian brow artist Suzie McIntosh recently co-hosted a
hours, often for little or no wages. Value the efforts
if they receive awesome service and a quality treatment. A drawback is WHO WILL RETURN product packages. understanding your true value is key. Value adding to your
you put into your services and your business, and “I don’t discount. I reward ABOVE standard nail menu by investing in professional only products
commitment, we routinely monitor our Lady Gaga is following in the stiletto-heeled footsteps of Kylie Jenner and Rihanna master class for over 50 brow artists in .Los Angeles. your clients will too.” that the retailer does not get the entire percentage of the sale.” AGAIN AND AGAIN my loyal clients with add ons. O Cosmedics Immortal Cream OPI AUSTRALIA that allow you to offer extended services that repair and
products and review the latest science,” the with the launch of her own beauty brand. Suzie, who owns Suzie McIntosh Brows salons in LEFT Inskin Cosmedics 02 9712 8188
He says salons should have their pricing My clients appreciate my Providing the best nail products and services are key as innovators we want to continue to bring our customers fresh product choices protect the nail during the Gel Polish or Dip service rather
company said. The 33-year-old super star launched the brand, Haus Labs, in a campaign video Melbourne and Sydney, said the masterclass attracted brow DNA Intensive Renewal Thalgo Intelligence Marine Regenerative
structures set up well, which offers them great reasons that salons fold within the first few years of business. hard work and know I’m dedicated to achieving maximum results for their and meaningful collaborations that celebrate what OPI stands for – and we believe colour is the answer. than just colouring or shaping the nail will make sure your
“Following reports of generally mild, rare on her social media platforms before its official website launch.. artists “from all over the world including Sweden, the UK, Advanced Cosmeceuticals 08 9409 5433 BLC Cosmetics 02 9430 2200
potential to up-sell, bundle and package services “Salons make the mistake of trying to attract too many new clients, too skin’s health.”
Germaine de Capuccini The Cream GNG La Biosthetique Crème De Luxe Jour
Stay ahead of the game is our motto by focusing on new industry trends and offering customers the latest technologies. The recent clients stay with you over the longer term.
and transient visual adverse events, combined The launch range is made up of Le Riot Lip Gloss, RIP Lip Liner and Glam Europe and even Australia”.
to deliver greater value for retail customers whilst quickly and they end up being the wrong type of client. Salon discounts can But other beauty businesses such as My Cosmetic Clinic which provide Germaine de Capuccini Australia 1300 432 100 La Biosthetique 1300 554 069 launch of the professional service Powder Perfection, offering gel-like shine, weeks of long-wear and no need to light cure, was revolutionary Take responsibility for the overall condition of your
with a growing scientific discussion around the Attack Liquid Shimmer Powder (each available in six colours). After successfully running her salon Melbourne salon for
maintaining and growing profits. really affect your profit too – they are really easy for your staff to sell and both surgical and non-surgical cosmetic procedures across New South Wales Babor ReVersive Anti-Ageing Cream Phytomer Pionniere XMF Perfection Youth Cream 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 clients natural nails both pre and post nail service. This is
safety of blue light, we further evaluated the Apart on the Haus Labs website and on Amazon.com, the products will be sold four years, Suzie started her training academy in 2017.
“The best business strategy is a satisfied they’ll make you a quick dollar but they can cause a lot of damage to your including anti-wrinkle injections, fillers and rejuvenation treatments reveals Babor Cosmetics Australia 1800 139 139 Universal Aesthetics 02 9948 1667 gel polish manicure and a full set of acrylics. It is the ultimate solution for those who desire stronger, more durable nails. the best way of ensuring that your client sees genuine results
potential effects of the Mask on the eye. in sets of two or three with prices starting at US$40 for two lip glosses “When I first started my training academy, Kristin Fisher Dermalogica Power Rich - Dermalogica 1800 659 118 Payot Uni Skin - Payot Cosmetics 02 9874 1166
customer who will return again and again. business. Take for instance shop-a-docket, they can really make your salon they turned to Groupon to attract new customers when opening a regional Remain competitive by ensuring the quality of the polish is exceptional, but that an extensive range of shades are available to while showing off your amazing work and attributing it the
“It has been identified that there is a Gaga told ‘Business of Fashion’ that Amazon was extremely receptive to her [owner Kristin Fisher Brows salon in Sydney] asked me to fly Hydropeptide Nimni Cream - True Solutions 1800 808 993 Mesoestetic Radiance DNA Intensive Cream
Imagine if you could grow the spend from each look cheap, nasty and desperate.” salon and have already sold 2400 vouchers that has helped boost business. customers. We want the customer to be able to identify a shade that perfectly matches their persona. With new collections launching value that it deserves. Once your client establishes this link
theoretical risk of eye injury for a small subset vision for the brand. to Sydney to train her and all of her staff,” she said. Aspect Dr Resveratrol Moisturising Crème Advanced Cosmeceuticals 08 9409 5433
of your customers without compromising on the Meredith believes offering bargain beauty treatments can put staff under a Far from having a detrimental effect on the business Cosmetic Surgeon regularly, women can feel confident experimenting with new shades and trends. you will be the only place they think of
of the population with certain underlying “There are some companies that see me, what I stand for and the way that I view “Afterwards she posted how happy she was with my Advanced Skin Technology 1800 648 851 Ultraderm Absolute C Cream – Ultraderm 1300 660 297
profit return to your business. Manage your add- lot of unnecessary pressure. “The extra staff hours, cost of products needed to Dr Masood Ansari says it has ensured a steady stream of clientale.
Guinot Anti-Ageing Longevity Face Cream Medik8 Advanced Day Total Protect when looking for nail enhancement.
eye conditions, as well as for users taking the world, and if it’s not perfectly in line with what they do and they’re worried about 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
on service or product expenses smartly to be sure accommodate them, and not being able to service all your loyal existing clients “It gives us an exposure to the market we would never have been able to Hamaya International 02 9737 9872 Advanced Cosmeceuticals 08 9409 5433 OPI Australia
medications which could enhance the eye’s alienating customers… they’ll be like, ‘Can you just change half of the equation?’, my entire year was booked out!”
to increase profits.” because you’ll be too busy trying to fit in all the discount clients.”Our clients explore,” she admits. DISTRIBUTION Kerstin Florian Caviar Age Defense Serum Pelactiv Vita C+ Dream Cream - Pelactiv 02 8422 5000 Jerome Toulza Switchfunky
sensitivity to light. We have not received any which for me, is the entire equation, so that we can ‘do a deal’. Suzie then held her first international master class in Canada last year with just six students in attendance.
Meredith Langley owner of The Beauty Room will come back to us, not the discount.” “The whole Groupon experience is flawless and always surpassed our Kerstin Florian 02 9430 2200 Pevonia Stem Cells Phyto-Elite Intensive Cream General Manager, Coty Professional Beauty ANZ Peter Lykissas
reports of eye injury in this small subset of “The answer is ‘no’. No deal. No message of self-acceptance, no deal. This [deal Since then the business (and Suzie’s reputation) has grown significantly with the students at her Los Angeles masterclass, her fourth VIC BARNEYS 1800958260
Alpha H Liquid Gold - Alpha H 1800 659 777 Universal Aesthetics 02 9948 1667
Cosmetic Clinic says she won’t discount after After spending more than 25 years in the beauty industry salon owner expectations! We find the Merchant Centre to be a useful tool too. You can QLD PROFILE 0755937200 International Beauty Supplies Managing Director
individuals with the underlying eye conditions.” with Amazon] was so wonderful because this was like, ‘Let’s make a deal, let’s make international class, paying US$3200 each to attend. Image Skincare The Max Stem Cell Crème Smith & Co Vanilla Sugar & Lime Soy Wax Candle
operating her business for more than 20 years and Catherine Hottes from Skin Aesthetics agrees with the perils of discounting keep the live track of all the sales, vouchers redeemed so far, and the payments WA DEPOT 0893817670 1800 358 999 1800 700 510
a deal to change the world with their beauty.” NZ BLISS 0275765761 Professional Beauty Solutions 1800 625 387 The Aromatherapy Co New Zealand 1800 104 029
she pinpoints cost-cutting as one of the major and says it can cause clients to be “jumpers” who are not loyal and are only made. It’s a good one-stop information app,” she says. n
www.switchfunky.com 1800 700 510 (freecall)
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News – Suppliers are invited to email Viewpoint – We look at a news Themed photo shoots – Masterclass – A six page photo Talking Point – We ask industry
PB_SOE_1/3_JulAug_SFver3.1.indd 1 28/6/18 8:02 pm
current, industry-relevant information worthy topic in the industry and invite Suppliers are invited to mail or courier shoot featuring the latest trends in experts for their predictions on the
relating to local and international comments from industry experts to products that fit into the theme of the makeup, nails and tanning along with a latest trends in the beauty sector
supplier and salon activity including offer their insights into challenges and photo shoots listed on the bimonthly profile of the company expert and a ranging from brow trends to
events, new products, packaging, R&D solutions facing salon owners email callouts. Please note we cannot product showcase featuring the latest technology innovation.
and technology. and suppliers. return products. innovations from the brand.
CAREER
WELLNESS
WELLNESS
BEAUTY ESCAPE
VIEWPOINT
FAST TRACK WITH
pro-f le
to make the discount work across the price range. $20 off a $30 lash tint is Again, rather than discount, market the launch
Ictistruhendebit volorecte 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
to your existing clients with an added value offer,
such as ‘buy 4 of our new skincare treatments and
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. BRAND PARTNERS
nonsedit, offici nullique ipit, et offer applies to, but then you alienate a large proportion of your potential enjoy the 5th on us.’
Debbie Dickson Get closer and you’ll see it’s the Park Hyatt Melbourne, a five-star hotel Park Club Health & Day
CLUB Deluxe
apissit venda dolect iatur sd market so I prefer the percentage based formula below. that boasts views overlooking St. Patrick’s Cathedral, Fitzroy Gardens, and the Spa introduced a new
magnima ximpora cus Author
HOW I GOT HERE:
Percentage discount: The big question is how much is best? Don’t play Thanks a million cosmopolitan mix of Victorian and modern architecture. spa menu in April along
You work with some of the world’s best known around with small incentive percentages. 5%, 10% or 15% off isn’t going to Reward loyal clients and show your appreciation with two new product
Name faces cipiet ipsam quo VASILIKI’S TOP BEAUTY TREND Housed within its classic walls is an equally impressive five-star spa, which
beauty brands including Dermalogica, Kate tempt anyone – I think 25% is the minimum discount. by emailing or texting an added value offer to sits within the very heart of the hotel. ranges - British skincare
Founder of Regul8™ and Head of Education at
VASILIKI PETROU
Somerville, Hourglass and Living Proof – how do PREDICTIONS FOR 2018
ommodis nihillo ruptat pa dis Seal the deal: Whichever formula you adopt it’s important to have clear terms thank them for their loyalty. An impromptu ‘Just The Park Club Health & Day Spa features an indoor infinity pool built range Linda Meredith
you choose these brands for your stable? • Personalisation is a big one but it’s very difficult to and conditions. Don’t get caught out as it’ll cost you money. Think about… because…’ makes clients feel valued and is perfect DMK Australia and New Zealand. right over the lobby’s silver-leaf encrusted dome, with a spectacular heritage and quintessential
“It links back to the waves and where we see the biggest execute as well. Brands and salons need to look at skin • Add urgency with an expiry date for filling those gaps in the early part of the week mosaic of two water nymphs by artist Rob Di Virgilli on the walls. Melbournian brand Uspa. They are the first
emerging spaces. I am proud that our portfolio is diverse with solutions that are bespoke to clients. • Which therapists are offering the deal? or seasonal quiet times. The pool is just one element of the ‘wet’ area which includes a jacuzzi,
THREE YEARS AGO Nikki asked herself – Executive Vice President and brands like REN – it’s clean skincare. If you look at retailers like
Mecca or Sephora, they have declared that clean skincare is one
• The Microbiome is a huge wave – it’s about the good
bacteria, so far beauty has always been about products
• Which days of the week?
Tell us how you originally started your What should With a new spa menu, the Park Club Health & Day Spa is the ultimate Melbourne sauna and steam room.
hotel spa in Australia to offer Linda Meredith
Skincare as part of the spa’s treatments.
‘How hard can it be?’ when she took up the helm • Do you want to restrict it to certain times of day? Last minute
Group CEO of Unilever Prestige relaxation experience, writes Michelle Ruzzene. Alongside the wet area and the boutique gym is the seven-room
Known as the Queen of Facials, Linda
Deal or
at BLC Cosmetics. Tasked with transforming of the biggest waves. What I love about our brands is that they penetrating the skin but the breakthrough here is all Raw deal: I often see salons restricting a 1st visit offer to their most junior Is there any time when it pays to offer a discount wellness career? salons be day spa, which includes a double room for couples or friends to enjoy
the business by modernising and driving a have been thought leaders. We have chosen a very differentiated about the outside of the skin versus the inside of the skin team members. For me this is an expensive mistake; it’s more likely to attract to existing clients? Yes, when it comes to filling “I originally got into the beauty industry to help treat my looking for when Meredith’s list of celebrity clients includes
treatments together.
high-performance culture. She reveals what’s
portfolio on purpose and every brand is very unique and and how you balance the equilibrium system of good quibbling coupon clippers rather than profitable clients who want to go to the those last-minute appointment gaps. own acne and skin condition that motivated me to learn and stocking wellness Victoria Beckham, Madonna, Gwyneth
The spa has been in operation almost 20 years – it welcomed its first
been so illuminating is the reflection process
authentic. Authenticity is the key – you need to have a founder bacteria versus bad bacteria. They say that the gut is the best in town. Price is not especially important to them and is certainly not the Make sure deal appointments are only available research as much as I could. I studied Chinese medicine and supplements? Paltrow, Stella McCartney, Penelope
client in 1999 when the Park Hyatt Melbourne opened - and in 2014 was the
with a vision and a leader who wants to make a positive change new brain. acupuncture, nutritional medicine and completed various “There are a growing number of dietary supplements in the Cruz and Kate Moss along with a host of
and discovering how absolutely universal the deciding factor, so why would these super-fussy, well-heeled clients want an at the eleventh-hour as it’s not ‘a stand-by’ if it can winner of the Best Luxury Wellness Spa at the World Luxury Spa Awards.
NO DEAL?
to the industry.” • EpiGenetics and looking at how DNA changes because courses in metabolic disorders, herb and drug interaction, the market, but not all formulas and ingredients are equal. The most supermodels
experiences of change are to appointment with your most junior team? They wouldn’t. In fact, it will almost be booked 24 hours in advance, and just prevents Spa manager Shelley Varacalli said the treatments, rituals and lifestyle
WITH A PASSION for beauty and more than 25 years Tell us about the major challenges facing beauty of the way we live, pollution, socialisation, habits, sun and certainly put them off. So give them the choice. full paying clients being able to book. gut-skin axis. I’ve worked, lectured and trained in skin revision effective supplements include readily bio-available ingredients and
experience in the industry, Vasiliki oversees some of the world’s brands today? How often does Unilever acquire new brands? recommendations were based on the four cornerstones of wellness; sound
radiation. It’s important to look at the DNA we inherited I suggest you don’t advertise these discounted (with DMK) for 20 years now and I discovered very early (not synthetic), quality formulations in the appropriate dosages.”
nutrition, regular exercise, peace of mind and care of the face and body. international
most prestigious brands including Dermalogica, Murad, REN “The market has been disrupted, particularly in e-commerce “We don’t have a specific dictated rhythm – in the beginning we
and then the DNA because of our lifestyle, it’s a huge PROFITABLE OFFERS FOR EXISTING CLIENTS appointments as always being available otherwise on, that skin problems have a strong correlation to digestive
She said from the moment a guest walked into the spa, every element had celebrities.
and Hourglass Cosmetics. ANITA QUADE chats to the CEO which is now giving a window to smaller brands that were never would scout a list of 500 brands only to select six of these – and imbalances and stress that cause imbalances and disharmony Tell us how you developed your range?
wave in terms of how to you help clients adapt their Your existing client already loves what you do and how you do it, so don’t they get taken for granted and seem the norm been carefully considered to ensure their experience was outstanding. Linda Meredith
during a whirlwind visit to Sydney about career lessons, beauty previously heard of. You can go to a manufacturer, create product we are very picky because for us we look at authenticity, superior within the body.” “It took six years of research and development, working with
skincare to suit their lifestyle. discount unless you really have to and always try to avoid competing on price rather than a bargain. Late availability is the Guests are encouraged to arrive at the spa at least 15 to 30 minutes prior to said she was “delighted to be introduced to
trends and the challenges facing salons. and launch it in the digital space. Influencers are creating their products and technology.” specialist formulation and manufacturing expertise in Australia.
own brands and launching online.”
alone. Why dramatically cut profit margins, potentially damage your brand, key here. their appointment to allow enough time to complete a consultation form, use Australia in such a landmark and stunning
create a sale mentality amongst your clients and lower your average invoice? It What is the correlation between the gut and I worked to source the best quality ingredients possible, and
hotel”. Uspa, a local Melbourne brand
Tell us how you got into the beauty industry… In the market what do you think is one of the skin conditions? the steam room and sauna, and relax in the lounge to enjoy a cup of signature
Is there a brand that stands out to you as a biggest beauty game changers? just doesn’t make sense. Exclusive channel offers then to develop the right dosages in the formulations that would
tea, which is a delicious blend of honey, lemon and ginger. established in 1995, draws upon native
“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 beauty leader? “Social media has been a game changer and it makes you think ALWAYS TAKE RISKS, BE BOLD, Ever been tempted to discount QUICK LOOK AT THE PROS AND CONS: Instead give added value, not discounts, and you’ll find making a profit far Your social channels and email marketing are “The most severe or long-term symptoms I observed, for work to complement each other. I wanted it to be convenient
Fresh flowers, incense, mood lighting and soft music complement the spa’s ingredients like Lilly Pilly, Caviar Lime and
your offerings to fill the quiet SALON DISCOUNT BENEFITS easier. Offer an upgrade to a premium manicure from a file and polish, or ‘a great ways to offer exclusive added value offers, example, acne or rosacea, often have complex or multiple yet effective. One fundamental issue for us to consider in the
Kakadu Plum for its formulations. It is part
BE UNCOMFORTABLE AND
brands I am humbled by what is possible and what technology “There is nothing like Dermalogica when it comes to expertise about how our communication needs to be reinvented.” ambient interiors.
contributing factors. Research told me that a lot of skin formulation was that most probiotics don’t survive past the
times in the salon? You are not Simple and quick to implement buy two and get the third free’ with retail products. reward followers and build relationships. Why
we have as part of Unilever Prestige.” and education – the brand founder Jane Wurwand has always
conditions can be expressions of inflammation in the body, and transit through our stomach acid, so we secured a patented
Shelly said from a client’s first visit, she taught them the first step to of the hotel’s philosophy to support great
said first and foremost we are an educational company and With access to so many beauty must-haves what PUSH YOURSELF – IT’S THE alone in such a competitive • Get clients through your door – instantly Let’s look at some of the different types of salon discounts, deals and offers
and the best time to use them…
not email a value added promotion for Father’s
Day to just your female database or post a salon often poor gut function.” micro-encapsulation technology to ensure maximum delivery of
a glowing complexion and body was through investing in treatments that local brands with quality products. Being
are the proudcts that you would never leave • Increase client loyalty
ONLY WAY YOU CAN GROW.
secondly we do product. Every time I attend a class, even if I directly targeted each individual’s skin type. introduced to Uspa pure and organic way
I BELIEVE YOU NEED TO GO have been in the industry for 25 years, I learn something I didn’t home without? market. Founder of Lockhart • Introduce clients to new services, treatments and products
social exclusive for Mother’s Day on Facebook and
We have seen the rise of salons offering
the probiotics to the target area, the lower intestine area. And
that took some time!” of life was what sealed the deal between
Bag a bargain
Meyer Salon Marketing
know. What I love about Dermalogica is that we are not hiring “The Dermalogica Daily Microfoliant. The formula is Instagram only?
• Easy to track and measure wellness supplements and probiotics as part of Park Club Health & Day Spa and the
OUT THERE AND EXPERIMENT, people from agencies to talk about our brand – they are highly revolutionary and helps reveal luminous skin. My other
and blogger Alice Kirby • Bolster quiet days
I recently bought a lippy from a new beauty shop that I’d not seen before. I
Your best friend their business. Tell us about this trend? How significant is the link between gut health quintessentially Melbournian brand. Uspa is
What motto do you live by? didn’t spend a fortune, yet the owner who served me popped a pretty gift box
BREAK RULES AND REINVENT
trained, licensed skin care therapists and I truly believe the future wonderful find is the Hourglass Vanish Seamless Finish • Build a client following for a new therapist and glowing beauty? cruelty free.
is about that expertise.” Foundation – it’s revolutionised my life. It’s a stick foundation “Be uncomfortable in life and when it comes to business – always navigates the pros and cons of of perfume minis into the bag with her card. You’ve guessed! for the next week Introduce a friend schemes are salon discounts “Over the past few years, the topic of digestive health has gone
mainstream, with both consumers and therapists being more “If you have a skin problem, you have a gut problem, the
THE WORLD, DON’T The market has been disrupted by influencers –
that you blend with a brush. I am quite clumsy but now I can
finally look put together.”
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.
cutting costs. BUT USE THEM WRONGLY AND YOU CAN
I tried a new perfume every day. Needless to say, I was hooked on one and
went back to purchase. We all love freebies.
which work well. You may think they are old-hat,
but word-of-mouth is still very effective. Why? aware of its important function and power. It’s an exciting step digestive system is the core of overall health and wellbeing with
FOLLOW – INNOVATE.
THE FUTURE OF
• Reduce profitability long term in the right direction, as digestive health really is incredibly the gut, skin-brain axis being at its core. From linking parts of “Home treatments are a great way to maintain
what do you see as the next trend? I believe you need to go out there and experiment, break rules A gift with each purchase enhances the value of the service in a client’s Because most of us feel bombarded with incessant
your skin, but skin conditions change over time,
LET’S FACE IT as the beauty industry booms • Damage your salon brand mind. It’s a useful way of using a product that isn’t moving although it doesn’t advertising and overwhelmed by choice. A personal important for overall health and wellbeing.” our nervous system right through to the connection of emotional,
“I think it’s a return to people with expertise. I predict that and reinvent the world, don’t follow – innovate.” and just like how we pay regular visits to the
expertise will be more of a theme in years to come and people and the competition builds, it’s often easy to look • Create a discount culture as clients wait for sales have to be a retail product. Try offering a: recommendation cuts through this sales’ noise and cognitive, and intestinal functions, the gut brain axis, and within
Wellness
QUICK TIPS ON HOW TO BOOST • Encourage price-driven coupon clippers What have you learnt about gut health during that the health of microbiota can have direct impact on your hairdresser, our own skin should be taken care of
What are the challenges of your job? with true credentials.” With such a high pressured role, tell us your for ways to build business and I’m often asked • moisturiser with every facial gives us the confidence to ‘give the salon a try.’ It’s
YOUR BUSINESS • Dent customer confidence your studies? body, your skin and your mood; with many believing that gut with a similar to higher frequency,” she said.
“I’m excited by the possibilities of my role. I am a natural born favourite pampering treatment. whether salons should offer discounts when • complimentary file and polish with a pedicure simple, inexpensive marketing and absolutely the
Years of industry knowledge and a firm
• You need to win in services because the more that • Lower loyalty “Hippocrates said it best over 2,000 years ago that good health and its restoration being one of the most important goals
optimist so while it’s true to say that it is always difficult going How do you stay ahead of the ever changing “Definitely facials because they rebirth me. For a rejuvenation marketing. The short answer is ‘sometimes’; I • salon gift card right time to use a discount. So dust down those
understanding of the current trends and influences
people’s work is becoming a digital platform then people • Slash average services invoice value health begins in the gut. Healthy gut flora optimises our of the 21st Century.”
to battle, I don’t feel that. My husband says it’s tough because he beauty industry trends? and getaway I love Ananda Spa in the Himalayas. I truly believe certainly don’t agree with the notion that you Give your suppliers a call to ask how they can help you with samples, special cards from behind reception and start handing
in the beauty realm led Shelley to recently revamp
will strive for a human connection digestive system providing a variety of functions including;
never sees me but that keeps my marriage intact (laughs). I thrive “We have a lot of people inhouse tracking what they think will that the power of the mind is so important to help you to should never discount. The secret is in knowing prices and freebies. Again, the knack to making it profitable is tight terms and them out.
on creating new business models and what I love is creating be the next biggest wave in beauty and as a company we want to • Ecommerce is going to grow because people want reconnect with your inner core. The mind makes reality – it’s all when and how to give specials, discounts and deals. conditions and always including an expiry date to add that sense of urgency.
nutrient absorption and assimilation of vitamins and minerals, How can salons integrate this trend into their the spa’s treatment menu and introduce two new
organisations that are unique – we live in a moment in time ride them first and make them happen ahead of the industry. I’m to shop in a convenient way. Find out what you want about connection.” The two audiences Never say never Get ready to glow with these beauty boosters … hormonal signalling and breaking down and rebuilding own business? skincare partners - the UK’s Linda Meredith and
local brand Uspa.
where anything is possible. In my role I love authentic brands a big believer in identifying waves early.” to specialise in and consider how you can tackle this Handle with care There are two distinct target audiences when using discounting as a marketing Seasonal promotions Discounts and deals do have a place in growing
hormones, helping to prevent colds, flus, yeast infections and
decreasing inflammation.”
“If the beauty industry is to remain relevant and innovative,
and meet client demands, it’s imperative that they invest in Shelley said both brands were perfectly aligned
and I am happy to nurture these.” growing market What do you love most about the beauty I know. It’s tempting to panic when the salon strategy – potential new clients and your loyal client base – and each benefit Research shows consumers believe that discounted items/services do not your salon, but use them with caution and always
Bestow Beauty Plus Oil - Professional Beauty Solutions 1800 625 387 education to better understand the importance of inner health with the expectations of the hotel’s high profile
Tell us how you identify the next big thing… • Be seen and heard as a salon and a brand. This means industry? is quiet and your competitors are discounting from a different approach. Let’s start with attracting new clients. function as well as those at full price. So always give a rationale for your offer think about how you can add value before reducing
Share with us your best piece of business “It’s tough and requires a lot of skill – we look at a lot of that you need to be on social media. Companies need “I love its creativity, innovation and that fact that it makes an everything – including their granny. It can otherwise it looks like you’re desperate for business. Valentine’s, Mother’s your prices. n The Beauty Chef Collagen Inner Beauty Boost - The Beauty Chef 02 9363 1648 How can skincare clinics incorporate this into and wellbeing. As clients are becoming more educated about clientele and the new menu reflected an emphasis
advice… indicators such as health care, popular culture, bio technology to be active and drive customers to their salon through impact on people’s lives.” sometimes feel like discount promotions are the THE NEW CLIENT: Day, Christmas and New Year are the big ones, but it could be your salon’s
Amperna Probiotic + DS Repair Complex – Amperna info@amperna.com their offerings? holistic health it’s important that the industry stay informed and on achieving beautiful skin using natural and
Lust Minerals Rejuvenation Oil - Lust Mineral Cosmetics 0409 258 907 “The skin is a mirror for what’s happening within, so it makes up to date, and be prepared to extend their services and advice science-based products and methods.
“Always take risks, be bold, be uncomfortable and push yourself – and also some industries that are totally unrelated. We have special deals and exposure – just watching this wave is only marketing route left to you. But they are not. The best 1st visit offer anniversary, a client’s birthday or an event happening locally that you want Alice Kirby is the founder of Synergie Skin Dermiotic Pre Serum Elixir - Synergie Skin 1300 689 619
If you weren’t in the beauty space what would we sense that clinics would need to consult and understand their for clients to takeaway and use at home. Invest in education for “From haute oxygen facials to coco body
it’s the only way you can grow. If everything is comfortable then quite a few members in our team that have been doing that for not going to help, I would encourage business to be a In most cases discounts are merely a short-term If you want to persuade your hottest competitor’s clients to give you a try to celebrate. Lockhart Meyer Salon Marketing a Regul8 Stress Relief Relax - Regul8 02 8424 6688
find you doing? clients’ overall health and lifestyle choices if they want to your therapists.” n cocoons, the new spa menu offers an indulgent
it’s boring and uninteresting.” many years and I am proud to say that we get it right.” part of it. fix. They create a reassuring spike in appointments you probably need to incentivise them with either a percentage or money off specialist hair & beauty marketing Skin Juice Nurturing Body Oil - Skin Juice 02 4960 8980
address the cause of the skin problem and deliver long-term range of treatments to refresh and renew from
“I’d be in India – at a yoga retreat.” n but can damage your brand and rip a large hole in discount. But which is best? Pre-launch specials agency and the blogger behind
and maintainable results.” www.dmkskin.com head to toe,” she said.
profits. However, there are times when they are a Money off discount: Potential clients know immediately what they are saving, Just invested in the latest equipment, have a new team member on board #GrowYourSalon. Visit her blog
Shelley said both Linda Meredith and Uspa
useful marketing tool. but it can be awkward for salons with a wide range of treatments as it’s difficult or launching an innovative service? Use a pre-launch offer to get bookings. www.lockhart-meyer.co.uk/blog
had been well received by her savvy clients.
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PRO- File – We look at industry How I Got Here – This profile Features – Industry experts are Wellness – A section detailing the Beauty Escape – A focus on both
insiders doing great things in the looks at an industry leader and reviews invited to submit 800-2200 word latest news and products in the national and international spa, hotel
beauty arena and find out their their career journey, lessons learnt articles on their area of expertise. All wellness industry paired with a profile and salon destinations. We profile the
inspiration while acknowledging their along the way with valuable submissions must be original, trade- on a leading industry wellness expert company’s beauty therapist, salon
achievements. We invite leaders to business advice. based, generic and objective – and to comment on the latest trends in products and their insider tips on how
share their business journey and must be exclusive to the market. to create the perfect beauty escape
inspire others. Professional Beauty. for clients.
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