2019 MEDIA KIT Targeting salon decision makers across the Australian beauty industry - Naturally Good Expo
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2019
MEDIA KIT
Targeting salon decision makers across
the Australian beauty industry
OVERVIEW Professional Beauty is the leading B2B influencer Professional Beauty has been acknowledged as the ‘Bible of the Beauty Industry’ for over 24 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. How does your brand standout? 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.
THE AUDIENCE
Professional Beauty is Australia’s leading source of
40,671
Website readership via
business information for beauty professionals.
85,400 9,038
Key decision makers & influencers include: Monthly UV’s
audited copies
• Salon owners
• Directors
• Salon managers
• Spa managers
• Beauty therapists Social Media
• Make-up artists 23,385
• Nail technicians
The backbone of the Professional Beauty brand
is the bimonthly magazine (print & digital). The
circulation is 9,038 copies nationally (AMAA Audited)
with 90% personally requested (AMAA verified
8%
recipients report). Magazine (print & emag) 25%
A twice weekly eNewsletter keeps 12,595 opt-in eNewsletter Subscribers 8%
subscribers up to date between magazine editions Social Media followers 14%
14%
53%
by featuring the latest content on tips, trends, events, Unique Website sessions 53%
product releases and PBTV.
Total Audience 162,051 as of September 2018
In addition www.professionalbeauty.com.au is the
online content library, and includes an extensive
industry directory and an internal search engine. 25%
The website had over 85,400 unique visits in
eNewsletter
September 2018 alone.
Professional Beauty also has a rapidly growing social
12,595
weekly
media reach of 23,385 followers courtesy of content
shared through dedicated Facebook and LinkedIn
pages, as well as Twitter and Instagram.
THE AUDIENCE A sample selection from our media community The Manager Natural Image Director Acacia Skin & Bodycare The Manager Wise Women 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 The Proprietor Wembley Skin And Body Focus Director A & S Centre of Electrolysis Owner & Beauty Therapist Beauty Down Under Manager Boutique Beauty Clinic Manager Laser Therapeutics The Proprietor A Touch of Beauty The Manager 2 Deadly Hands Massage Nails & Beauty Proprietor Beautiful Body Boutique Owner Yunga Beauty Director Timeless Health & Beauty The Manager Laserderm Skin Fitness Centre Director Beauty & Medicine Owner Bay Street Beauty The Manager Underground Waxing & Makeup The Manager 4ME Beauty Therapy Owner Beauty By The Park Owner Allure Skin & Body The Manager DermaBeauty Clinic Owner Sheer Serenity Skin & Beauty The Manager Get Smart Hair, Body & Soul Salon Manager Beautyologist Professional Beauty magazine : audited circulation 9,038 salons (October 2019) with 90% verified recipients. Names protected by our Privacy Policy
PRINT MAGAZINE
The Bible of the Australian Beauty Industry
Audited circulation of
9,038 90%
WWW.PROFESSIONALBEAUTY.COM.AU
JAN•FEB 2018 INFORMATION. INNOVATION. INSPIRATION.
salons, clinics of copies are
personally requested
and spas
THE BIG
(AMAA Verified Recipients Report)
clean-up
Wash your skin National distribution to
Living on
the fault line
cares away
40,671 TWICE WINNER
Avoiding the UN-HAPPY readers per edition
of Australia’s Best Business Magazine
HOUR
(Publishers Australia Awards)
business blame game
Calling last drinks
6
regular editions
per calendar year; THE ONLY
bi-monthly release independently audited
beauty industry magazine
(AMAA Audit)
Additional annual release
of the Further Education
Supplement
Established for over
24 YEARS
DIGITAL MAGAZINE
Magazine content presentation suitable for mobile devices and tablets
Established
DIGITAL
6
for over
VERSION
of the print magazine but
with INTERACTIVE ELEMENTS
added such as video such as
video and direct live links
YEARS
Delivering the Digital
Magazine directly to
2,147 opt-in subscribers
EDITORIAL OPPORTUNITIES
A selection of content measures for campaign messaging reinforcement
TALKING POINT
VIEWPOINT
STYLE FILE
SKINCARE
NEWS
NEWS
TANNING
CND REVEALS SHELLAC LUXE
WAKE UP
in BRIEF Eight years after launching the now in BRIEF DERMAPEN WINS DESIGN AWARD
ubiquitous Shellac onto the professional The Dermapen 4, a microneedling device that was CUSTOM SPA EXPERIENCES
Designer
nail market, CND is launching “the biggest launched onto the market last month, has won a GROUPON ANZ CEO STEVE TRAPLIN TALKS DISCOUNTS BIO SCULPTURE
AND MAKEUP
ADVANCED COS TAKES ON BRERA innovation in nails in over a decade” - titled major Australian design award. AUSTRALIA
THE DANGERS OF
Tell us a little about the launch of Groupon in Australia…
Advanced Cosmeceuticals has expanded its Shellac Luxe. COVERGIRL OPENS NY STORE Created and manufactured in Australia, the Don’t just compete on price. It’s important that
“It was launched in Australia in 2011, Groupon is a leader in global and
brand portfolio with the addition of Brera Medical Promising to deliver “major benefits for The 60-year-old CoverGirl cosmetics brand device took home the internationally renowned
THE
Australian e-commerce and we are working to become the world’s largest salons differentiate their nails services in order to remain
Discounting
Technologies – a leading Italian manufacturer of both nail professionals and their clients”, is opening its first brick-and-mortar store − in ‘Good Design Award’ in the Medical and Scientific competitive. I think the worst thing a nail salon can do is
online marketplace and the daily habit for Australians. We have more than
SKIN
“effective and affordable” non-surgical cosmetic the new two-step system features a self- the centre of New York. The 3048 square- Category at the 60th annual Good Design five million subscribers who have actively signed up to receive Groupon compete on price alone; by reducing prices this will trigger
equipment.Advanced Cosmeceuticals managing adhering base/colour coat and a high gloss metre store is “an experiential interpretation” Awards Ceremony. mobile notifications and emails, and interact with our website and app daily.” a price war and devalue the skills and experience of nail
director Catherine Biedermann says Brera’s 30 top coat which can both be removed in of CoverGirl’s recently launched ‘I am what Held at the Sydney Opera House, the awards Tell us about the competitive discounts at Groupon…
technicians and the beauty industry as a whole. At the end of Mikele Simone was recently awarded Makeup Artist of
years’ experience combining “traditional Italian just 60 seconds”. By eliminating one step (with the two-in-one base/colour coat) I make up’ brand philosophy which inspires ceremony celebrated the best new products and services on the Australian and “We begin and end with our customers as they are the real reason why we These luxury skincare the day everyone loses. the Year at the Australian Hair Fashion Awards (AHFAs).
The Moroccan Effect NAIL
creativity and intuition with advanced technology and reducing removal time (thanks to “unique micro pores that allow remover to shoppers “to use makeup as a tool for self- international markets as well as excellence in architectural design, digital and
When times are quiet salon owners can feel are in business. We offer our customers amazing prices, great value and
products can deliver rich
Focus on value add. This is a clever way for
technicians to provide their clients with extra services and
Michelle Ruzzene caught up with the 32-year-old Gemini
to meet the needs of beauty and medicine” penetrate polish quickly) in the Shellac system, Shellac Luxe “saves 15 minutes on expression and personal transformation”. communication design, engineering design and fashion design from this year’s
CoverGirl senior vice president Ukonwa Ojo record 536 entries.
tempted to discount services and slash product choice, a broad and deep selection of things to see, eat and do.
results for your clients products with something over and above a long lasting to talk all things skin, makeup and drag.
inspired her to add the brand to her company’s the length of a manicure appointment”. What is the biggest advantage for beauty salon owners that use
portfolio. Brera’s introduction into Australia is According to CND co-founder and style director Jan Arnold, Shellac Luxe is a said the store is part of the brand’s strategic DermapenWorld founder and CEO Stene Marshall, who commissioned the prices. Anita Quade chats to industry experts Groupon to promote their business?
manicure.
being led with the launch of Imperium Matrix and “step change” for the industry. overhaul to revamp how beauty lovers design, said it was an honour to receive such a prestigious award in a category that 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, ON SOCIAL MEDIA:
GAME
Plasmage devices. “CND Shellac Luxe is a premium service that taps into the things we know our experience it. has seen recognition of iconic Australian brands such as Cochlear, ResMed and brand and grow their business with great exposure to a new and engaged health benefits as well as highly skilled service offerings “It’s such an amazing platform to share your creative
nail professionals and their clients are looking for: faster appointments and kinder Facett which have had “a worldwide impact on our industry”. 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. adventures and work, but I do feel that it has tarnished
ARCH ANGEL LAUNCHES MAKEUP treatments,” she said. THE END OF ‘ANTI-AGEING’ “Dermapen 4 has been a culmination of years of research and development,” he better manage their quiet times or unfilled periods or attract new clients the concept of what a ‘makeup artist’ really is, with
Australia’s most famous brow tattooing The UK’s Royal Society for Public Health has said. “Awards such as this make all the hard work worthwhile.” 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
HIS FIRST JOB:
some people stating they are a ‘professional makeup
60 SECONDS WITH RUSSELL ZIMMERMANN, “My first beauty job was in a department store and
specialist, Amy Jean, has launched a brow called for the term ‘anti-ageing’ to be banned 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 I loved it. I used the clients as a training ground to
artist’ on their profiles, but then all their images are
so clients can book appointments on the Groupon website or app.” only of themselves. The term ‘makeup artist’ is used
makeup collection – for women and men with, NAPOLEON PERDIS in the beauty industry. According to the
society’s new report, ‘That Age Old Question’, MARKLE LIGHTS UP DERMALUX
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
perfect my makeup skills and application methods,
too liberally on social media and has now blurred the
or without, micropigmented arches.Amy Jean MOVES INTO PRICELINE so I would make sure I always had bookings. And if I
says that despite the popularity of the cosmetic In a shock move for the Australian ageism is the most commonly experienced Ever since Meghan Markle became 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
didn’t, I would approach people walking past and ask
lines between the amateur and professional world.”
with discounts such as Groupon.
tattooing procedure that made her famous, cosmetics industry, professional form of prejudice and discrimination in the engaged to Prince Harry, the world has 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
them to try the latest shade of lipstick or the newest
HIS CURRENT CELEBRITY
UK and across Europe. The society called on been obsessed with her glowing complexion
not everyone needs it to perfect their brows
– and for many, particulary those who haven’t
makeup brand, Napoleon Perdis,
has begun selling its products cosmetic retailers and beauty magazines to – and Dermalux is reaping the benefits since
“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 technique I had learnt.”
MAKEUP CRUSH:
have to be employed however if they are not serving customers then it
damaged their brows due to overplucking, a in Priceline Pharmacies – and follow the lead of Allure magazine and ban reports emerged that the now Duchess of
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
“I’m obsessed with drag
of losing customers, fear that your product quality How can beauty business maintain return clients with Groupon? performer and artist Hungry,
touch of powder is often more than enough. withdrawn from David Jones the use of the term ‘anti-ageing’ and “re- Sussex has been having regular LED light 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 Instagram handle @isshehungry.”
focus their ageing narrative on opportunities treatments since moving to London.
The Amy Jean Privée Collection will feature 11 department stores.
to be embraced rather than processes to According to ‘The Sun’ and numerous
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-
“professional grade products” Napoleon Perdis marketing 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
director Peter Sintras said the be resisted”. other online news sites, Meghan has been 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
HIS SIGNATURE LOOKS:
AUSTRALIAN CREAMS #1 IN CHINA partnership will “usher in an electrifying new era for beauty in Australia” . visiting the Skinesis Clinic for facials by 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
HIS FAVE MAKEUP PRODUCT:
“Definitely my Marc Jacobs Spotlight “My ‘thing’ is skin. I love making
CRAYOLA TEAMS UP WITH ASOS owner Sarah Chapman.
Australian Creams, owned by Sydney-based “The unprecedented union [between Priceline and “a prestige beauty brand”]
Crayola, the creator of the iconic children’s Sarah, whose hands are insured for £1million, is renowned for her signature
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.
Highlighter. It’s my go-to for any looks - I use the skin look natural and flawless.”
G & M Cosmetics, has been rated the “most is bound to set off a seismic chain reaction amongst industry peers,” he said. What do you think are some of the benefits for salons to
recognised Australian brand in China” in the “But most importantly, the real winner in this game-changing partnership is the crayons, has teamed up with online British facials – using products from her Skinesis skincare range, each facial includes a 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 it to highlight the cheeks, put all over the eyes,
inaugural Australian Brands in China Index. Australian beauty consumer.” fashion and beauty website ASOS to create ‘gymnastics’ massage session and ends with a 20-minute Dermalux LED session 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 HIS FAVE INSTAGRAM ACCOUNT: and even the body. It’s so versatile.”
The brand outranked nine local skincare brands The move is being heralded with “the shout-out-loud launch of an energised an exclusive makeup collection that consists “to deliver skin that glows with youthful radiance”. Although Sarah, whose A-list
appropriate value for your customers.
pay staff both when the business is quiet as well as when you are busy, by STRATEGY IS A offering alternatives to clients
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.
“Has to be @ratedmodernart which shows
very inspiring art from all over the world.”
ON HIS BEAUTY
“Profit is not a dirty word, especially when I see to build a relationship by ON HIS MUM:
including Thursday Plantation, Goat Skincare, collection of brand new beauty products” with “accessible value price-points that of 58 products and offers a colour box of 95 clients include Victoria Beckham, Gigi Hadid and Naomi Watts, has not confirmed
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 “My mother was very supportive. She would
OBSESSION:
“I have been obsessed
shades. The new range captures Crayola’s the reports, she did reveal her top bridal skincare tips for the leadup to a wedding – encourage them to return and pay full value at a later stage, particularly
AESOP, Nude by Nature, Sukin, QV Skincare will make a splash like none seen before in Australia’s beauty landscape”.
sense of “self-expression and creativity” by they included booking a facial at least every four weeks and Dermalux.
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 ON THE INDUSTRY: let me go shopping with her to all these cool with fashion and
and A’Kin in the Index’s Top 10 Beauty and you put into your services and your business, and “I don’t discount. I reward standard nail menu by investing in professional only products “It can be very competitive. A bit of healthy competition little boutiques and I used to love sitting in the
Cosmetics category – and outranked Qantas, transformingc children’s crayon into a multi- 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. ABOVE OPI AUSTRALIA that allow you to offer extended services that repair and is great and can really push creativity. I think we need to bathroom watching her put her makeup on.”
beauty ever since I can
O Cosmedics Immortal Cream remember. I grew up in
Crown, Mirvac, Weet-Bix, EMU Australia, Coles, WAGGA WAGGA THERAPIST purpose ‘face-crayon’ that can be used to 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 remember though that we are all in this industry for the
LEFT Inskin Cosmedics 02 9712 8188 Italy and was surrounded
Chemist Warehouse, Myer and Destination WINS WORLDSKILLS AUSTRALIA apply make-up in a variety of ways (eg, the red SALON OWNER CREATES PRESSPLAY 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 same reason. I am a big believer of helping each other and
DNA Intensive Renewal Thalgo Intelligence Marine Regenerative by fashion. I loved
Gold Coast to take out the top spot in the Index’s A beauty salon in regional NSW has crayon can be used to colour in lips, draw on Australian beauty salon owner Kate Flammea is potential to up-sell, bundle and package services “Salons make the mistake of trying to attract too many new clients, too skin’s health.” Advanced Cosmeceuticals 08 9409 5433 BLC Cosmetics 02 9430 2200 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. working together.”
looking through Vogue
overall Top 10 listing. produced the gold medal winning eyeliner and/or highlight cheek bones). making her mark in the beauty retail market with the 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 The Cream GNG La Biosthetique Crème De Luxe Jour 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
and other magazines,
launch of a makeup collection designed to be stored 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 Germaine de Capuccini Australia 1300 432 100 La Biosthetique 1300 554 069 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
champion at the WorldSkills Australia admiring the total look of
COLLAGEN DEMAND GROWS and carried in a “smartphone-sized capsule”. “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 ReVersive Anti-Ageing Cream Phytomer Pionniere XMF Perfection Youth Cream 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 HIS TOP TIP:
MAC LEADS EXPO LINE-UP National Championships two years in Babor Cosmetics Australia 1800 139 139 Universal Aesthetics 02 9948 1667 the models and how it all
Increasing number of consumers around the The Pressplay Cosmetics collection features 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 “Perfecting the skin is the
Beauty Expo Australia is gearing up for this a row. Dermalogica Power Rich - Dermalogica 1800 659 118 Payot Uni Skin - Payot Cosmetics 02 9874 1166 came together.”
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 most important part of
year’s event in Sydney with the release of an Last year, then 21-year-old beauty world are adding collagen to their diets in a 27 products (including foundation, concealer, Hydropeptide Nimni Cream - True Solutions 1800 808 993 Mesoestetic Radiance DNA Intensive Cream
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 makeup for me. Making sure
exhibitor list that includes MAC Cosmetics for therapist Lily Campbell from Skin bid to improve their skin although there is highlighter, powder, blush, eyeliner and mascara) Aspect Dr Resveratrol Moisturising Crème Advanced Cosmeceuticals 08 9409 5433
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. when looking for nail enhancement. it’s flawless yet natural is hard ON HIS AHFA WIN:
currently no evidence that the protein has and the capsule (which can store up to seven of the Advanced Skin Technology 1800 648 851 Ultraderm Absolute C Cream – Ultraderm 1300 660 297
the first time. MAC, which exhibited at Beauty Solutions in Wagga Wagga won the 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 Guinot Anti-Ageing Longevity Face Cream Medik8 Advanced Day Total Protect OPI Australia and if you can perfect your “I was so shocked and excited. I couldn’t
Expo Melbourne for the first time in March, will any effect on skin, according to leading data products as well as a mirror). HIS PERSONAL
gold medal in WorldSkills Australia’ to increase profits.” because you’ll be too busy trying to fit in all the discount clients.”Our clients explore,” she admits. DISTRIBUTION Hamaya International 02 9737 9872 Advanced Cosmeceuticals 08 9409 5433 Jerome Toulza Switchfunky technique here, then you believe it. It took a while to register when they
and analytics company GlobalData. The Kate, who has worked in the beauty industry for Kerstin Florian Caviar Age Defense Serum Pelactiv Vita C+ Dream Cream - Pelactiv 02 8422 5000 MANTRA:
be showcasing its latest products as well as some beauty competition and then went on to win a bronze medal at the international 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
VIC BARNEYS 1800958260
General Manager, Coty Professional Beauty ANZ Peter Lykissas can do anything. There is no announced my name. I was up there with some
company says the “positive perception of 10 years and owns four Smart Skin Clinics in Melbourne, created the collection 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 Kerstin Florian 02 9430 2200 Pevonia Stem Cells Phyto-Elite Intensive Cream International Beauty Supplies Managing Director HIS MAKEUP ICON: point in doing an amazing very talented makeup artists and even though “Success is not the key to
of its “beloved and iconic products” at the two- WorldSkills Competition in Abu Dhabi. QLD PROFILE 0755937200
the ingredient” was highlighted in its 2017 to meet her own needs and those of other modern women who need “a compact 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 Alpha H Liquid Gold - Alpha H 1800 659 777 Universal Aesthetics 02 9948 1667 1800 358 999 1800 700 510 “I trained with Laura Mercier, so eye or lip if the skin looks I knew my entry was unique in its own right, happiness. Happiness is
day event. Other brands confirmed for the Expo In May, Gorgia Maliukaetau, a 21-year-old beauty therapist at the same Image Skincare The Max Stem Cell Crème Smith & Co Vanilla Sugar & Lime Soy Wax Candle
Consumer Survey where 57 percent of makeup solution that doesn’t scrimp on style or quality”. 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 NZ BLISS 0275765761
she would have to be one of the heavy and patchy - it ruins the I guess you never know what the judges are the key to success”
include Ultraceuticals, Mancine Cosmetics, salon, won the gold medal in the same event at this year’s WorldSkills Australia Professional Beauty Solutions 1800 625 387 The Aromatherapy Co New Zealand 1800 104 029
respondents said that collagen is effective She says the “sleek, luxurious and functional” capsules are the perfect antidote people at the top of my list.” total finish.” looking for, but I feel so honoured.” - Albert Schweitzer
Murad, Pelactiv, Inglot Cosmetics, France championships, and is now training for the opportunity to join Australia’s Skillaroos
in beauty/grooming products while 45 to “overflowing makeup bags”
Medical, Lycon Cosmetics, ModelRock Lashes, team at the 2019 WorldSkills competition in Russia. www.switchfunky.com 1800 700 510 (freecall)
percent said they prefer to use “food as a “Pressplay Cosmetics is the only beauty brand to recognise the changing 22 WWW.PROFESSIONALBEAUTY.COM.AU Authorised Importer and Exclusive Distributor of Salt of the Earth.
Crown Brush, Caronlab Australia, Makeup Net, Gorgia says Lily’s success in last year’s WorldSkills Australia competition 50 WWW.PROFESSIONALBEAUTY.COM.AU PROFESSIONAL BEAUTY 51 66 WWW.PROFESSIONALBEAUTY.COM.AU
| | | |
28 | WWW.PROFESSIONALBEAUTY.COM.AU PROFESSIONAL BEAUTY | 29 54
mechanism” to improve their appearance. needs of women and to create a unique storage and application system that fits | WWW.PROFESSIONALBEAUTY.COM.AU
TechnoTan, and Dermalux LED. inspired her to enter this year’s competition –“she was probably my Number 1
their lifestyle.”
emotional supporter leading up to the National Championships.”
News – Suppliers are invited to Viewpoint – We look at a news Themed photoshoots – Masterclass – A six page Talking Point – We ask Beauty file – A profile
PB_SOE_1/3_JulAug_SFver3.1.indd 1 28/6/18 8:02 pm
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email current, industry-relevant worthy topic in the industry and invite Suppliers are invited to mail or courier photoshoot featuring the latest trends industry experts for their predictions on an industry leader in the
information relating to local and comments from industry experts to products that fit into the theme of the in makeup, nails and tanning along on the latest trends in the beauty business ranging from
international supplier and salon activity offer their insights into challenges and photoshoots listed on the bi-monthly with a profile of the company expert sector ranging from brow trends to makeup artists to beauty
including events, new products, solutions facing salon owners email callouts. Please note we cannot and a product showcase featuring the technology innovation. therapists with a focus on
packaging, R&D and technology. and suppliers. return products. latest innovations from the brand. their favourite products and
salons around the globe.
INDUSTRY INSIDER
CAREER
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.
Again, rather than discount, market the launch
to your existing clients with an added value offer,
C W GORDANA
W LLESEE
You can, of course, avoid this by stipulating the precise treatment that the such as ‘buy 4 of our new skincare treatments and
D D
CLUB De uxe
offer applies to, but then you alienate a large proportion of your potential enjoy the 5th on us.’
market so I prefer the percentage based formula below.
THE GAME CHANGERS ARE SIMPLE
HOW I GOT HERE:
Percentage discount: The big question is how much is best? Don’t play Thanks a million
You work with some of the world’s best known
AND ARE DRIVEN BY CONSUMER
around with small incentive percentages. 5%, 10% or 15% off isn’t going to Reward loyal clients and show your appreciation
beauty brands including Dermalogica, Kate VASILIKI’S TOP BEAUTY TREND tempt anyone – I think 25% is the minimum discount. by emailing or texting an added value offer to
VASILIKI PETROU
DEMAND FOR NOTICEABLE Somerville, Hourglass and Living Proof – how do PREDICTIONS FOR 2018 Seal the deal: Whichever formula you adopt it’s important to have clear terms thank them for their loyalty. An impromptu ‘Just
CHANGES IN THEIR SKIN. 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
“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
- Mandy Gray 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.
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?
• Do you want to restrict it to certain times of day? Last minute
Group CEO of Unilever Prestige
Deal or
How do you see the beauty landscape evolving in the 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
next few years? 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
“The beauty landscape is evolving into both inner health and wellness 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.
and immediate results facial treatments that incorporate peels, LED light 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
therapy and super power boost masks. Inner and outer health and well- with a vision and a leader who wants to make a positive change new brain. 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
NO DEAL?
being for the skin is the future.” to the industry.” • EpiGenetics and looking at how DNA changes because appointment with your most junior team? They wouldn’t. In fact, it will almost be booked 24 hours in advance, and just prevents
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.
Any tips on how companies can remain competitive? experience in the industry, Vasiliki oversees some of the world’s brands today? How often does Unilever acquire new brands? radiation. It’s important to look at the DNA we inherited I suggest you don’t advertise these discounted
“Companies can remain competitive if they help businesses to be the best 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
they can be. Training becomes vital and social media support also assists.” 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 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
wave in terms of how to you help clients adapt their
Is there a business achievement you 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 discount unless you really have to and always try to avoid competing on price rather than a bargain. Late availability is the
skincare to suit their lifestyle.
What is one of the single best treatments for are most proud of? trends and the challenges facing salons. and launch it in the digital space. Influencers are creating their products and technology.” alone. Why dramatically cut profit margins, potentially damage your brand, key here.
anti- ageing? “Educating women in the beauty industry to own brands and launching online.” create a sale mentality amongst your clients and lower your average invoice? It
“Without a doubt Omnilux LED both plumps and lifts my mood. offer ‘real results’ and build a sustainable long Tell us how you got into the beauty industry… In the market what do you think is one of the just doesn’t make sense. Exclusive channel offers
Especially the Revive (red) light known as the ‘happy light’ because of the term business.” “I was born a beauty junkie – it is an inner passion. When I visit Is there a brand that stands out to you as a biggest beauty game changers? 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
boost in serotonin that it gives.” 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, 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,
What is the one thing you wished
The one product you can’t live without? you had known when starting out in
brands I am humbled by what is possible and what technology
we have as part of Unilever Prestige.”
“There is nothing like Dermalogica when it comes to expertise
and education – the brand founder Jane Wurwand has always
about how our communication needs to be reinvented.”
BE UNCOMFORTABLE AND times in the salon? You are not Simple and quick to implement 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
reward followers and build relationships. Why
not email a value added promotion for Father’s
• Get clients through your door – instantly
“Priori DNA fx221 Recovery Serum is my absolute must-have! The DNA the industry? 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 • Increase client loyalty
and the best time to use them… Day to just your female database or post a salon
Repair enzymes in this hyaluronic moisturiser rehydrate my skin and repair “That education isn’t a destination but a journey secondly we do product. Every time I attend a class, even if I are the proudcts that you would never leave
ONLY WAY YOU CAN GROW. market. Founder of Lockhart • Introduce clients to new services, treatments and products
social exclusive for Mother’s Day on Facebook and
home without? Bag a bargain
past ageing damage.” you need to commit to ongoing and forever. We
never stop learning.”
I BELIEVE YOU NEED TO GO 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 “The Dermalogica Daily Microfoliant. The formula is Meyer Salon Marketing • Easy to track and measure
I recently bought a lippy from a new beauty shop that I’d not seen before. I
Instagram only?
What is your go-to beauty treatment pick me up? 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 • Bolste
didn’t spend a fortune, yet the owner who served me popped a pretty gift box Your best friend
Do you have a favourite go-to What motto do you live by? navigates the pros and cons of
TRUE BEAUTY
BREAK RULES AND REINVENT
“A three step facial that includes a skin smoothing and hydrating trained, licensed skin care therapists and I truly believe the future wonderful find is the Hourglass Vanish Seamless Finish of perfume minis into the bag with her card. You’ve guessed! for the next week Introduce a friend schemes are salon discounts
makeup look?
cutting costs.
peel followed by an intense masque. At the moment I’m using the 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 I tried a new perfume every day. Needless to say, I was hooked on one and which work well. You may think they are old-hat,
HydroPeptide Polypeptide Collagel+ Mask, then an Omnilux or “Glo Skin Beauty have fabulous mineral powder THE WORLD, DON’T that you blend with a brush. I am quite clumsy but now I can act one level up and take responsibility. I always say to my team went back to purchase. We all love freebies. but word-of-mouth is still very effective. Why?
O
Lightfusion treatment to finish off.” foundations loaded with antioxidants. These The market has been disrupted by influencers – finally look put together.” “just do it, don’t ask me.” Ask for forgiveness versus permission. A gift with each purchase enhances the value of the service in a client’s Because most of us feel bombarded with incessant
give a soft and flawless finish that leave skin FOLLOW – INNOVATE. what do you see as the next trend? I believe you need to go out there and experiment, break rules LET’S FACE IT as the beauty industry booms 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
How can salons survive in the luxury skincare market in even-toned. To this I add the Contour Kit to “I think it’s a return to people with expertise. I predict that and reinvent the world, don’t follow – innovate.” and the competition builds, it’s often easy to look have to be a retail product. Try offering a: recommendation cuts through this sales’ noise and
We ness
such a saturated environment? highlight, bronze and shape the face. Brow expertise will be more of a theme in years to come and people
QUICK TIPS ON HOW TO BOOST
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
What are the challenges of your job? With such a high pressured role, tell us your
Founder of True Solutions Mandy Gray shares her best business tips “Choosing the best equipment and products will stand a business apart
and having the best caring, knowledgeable staff will carry through what all
Collection is so easy to use with powders, tools
and stencils that make doing brows a breeze. I “I’m excited by the possibilities of my role. I am a natural born
with true credentials.”
YOUR BUSINESS
favourite pampering treatment.
whether salons should offer discounts when
marketing. The short answer is ‘sometimes’; I
• complimentary file and polish with a pedicure
• salon gift card
simple, inexpensive marketing and absolutely the
right time to use a discount. So dust down those
consumers want which is ultimately ‘glowing, healthy skin’.” then use the Precise Micro Eyeliner then a slick optimist so while it’s true to say that it is always difficult going How do you stay ahead of the ever changing • You need to win in services because the more that “Definitely facials because they rebirth me. For a rejuvenation 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
of Cream Glaze Crayon in Dahlia.” to battle, I don’t feel that. My husband says it’s tough because he beauty industry trends? people’s work is becoming a digital platform then people and getaway I love Ananda Spa in the Himalayas. I truly believe should never discount. The secret is in knowing prices and freebies. Again, the knack to making it profitable is tight terms and them out.
Tell us how you started out in the beauty industry? What is one of the biggest lessons How do you choose which skincare brands to distribute never sees me but that keeps my marriage intact (laughs). I thrive “We have a lot of people inhouse tracking what they think will will strive for a human connection that the power of the mind is so important to help you to when and how to give specials, discounts and deals. conditions and always including an expiry date to add that sense of urgency.
“I started with a bad skin condition and was searching for products that that you have learnt in business? in Australia? Is there anyone in the industry you 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 The two audiences Never say never
worked. My knowledge of skin and chemistry made me question what “Education, ongoing is the key to keeping a “I look for unique formulas rather than contract-manufactured ‘me too’ see as a mentor/leader in the game? 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.” 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
was on offer. Pharmaceutical products (cosmeceuticals) were my go to for position in the market. Knowledge is a currency products. I always check for clinical tests as proof of results. I only buy “My go-to mentor is Tracy May-Harriott. Tracy 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 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
noticeable results and I took them to the professional market with the to be shared and help growth for your customer’s from known formulators who have experience in their field. I then check is an International Educator and has many years and I am happy to nurture these.” growing market What do you love most about the beauty 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
launch of MD Formulations.” business and yours. Update your training regularly.” with my network of physicians and scientists to confirm.” of experience in the UK and across the globe. Tell us how you identify the next big thing… • Be seen and heard as a salon and a brand. This means industry? everything – including their granny. It can otherwise it looks like you’re desperate for business. Valentine’s, Mother’s your prices. n
Tracy is an inspiration and we’re excited to have 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 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
You have more than 25 years’ experience in the industry Best piece of professional advice Can you share with us any of your business expansion her coming to Australia in July.” 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.” 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
– what have you seen as the biggest game changer? you have been given? plans for the year ahead? “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 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
“The game changers are simple - they are driven by consumer demand for “Keep up to date with everything from product “We are looking to work with small groups of clinics who want to grow If you weren’t in the beauty game 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 If you weren’t in the beauty space what would we 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
noticeable changes in their skin. They look for known proven ingredients knowledge to computer systems and equipment and by adding our resources to their clinics we can support them to being what would we find you doing? it’s boring and uninteresting.” many years and I am proud to say that we get it right.” part of it. find you doing? but can damage your brand and rip a large hole in discount. But which is best? Pre-launch specials agency and the blogger behind
like AHAs, Vitamin A, antioxidants and peptides. They look for clinical capabilities. Keep educating yourself and your the best they can be. We have built successful groups previously and we “I would be breeding parrots or I’d be in “I’d be in India – at a yoga retreat.” n 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
proof with equipment.” staff to stay in front.” will definately do that again.” the garden.” n 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
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Industry Insider – A focus on How I Got Here – This profile Features – Industry experts are Wellness – A ec on de a ng he Beauty Escape – A ocu on Last Word – A p o e
a leading industry expert detailing their looks at an industry leader and reviews invited to submit 800-2200 word a e new and p oduc n he bo h na ona and n e na ona pa o an ndu y expe and a
business profile, expert opinion and their career journey, lessons learnt articles on their area of expertise. All we ne ndu y pa ed w h a p o e ho e and a on de na on We g mp e n o he e
advice to beauty entrepreneurs. along the way along with valuable submissions must be original, trade- on a ead ng ndu y we ne expe p o e he company beau y he ap beh nd he cene w h a
business advice. based, generic and objective – and o commen on he a e end n a on p oduc and he n de p on ook a he beau y
must be exclusive to he ma ke how o c ea e he pe ec beau y n p a on and avou e
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