Targeting salon decision makers across the Australian beauty industry

MEDIA KIT2019

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.

eNewsletter

12,595weekly

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

Key decision makers & influencers include:

• Salon owners• Directors• Salon managers• Spa managers• Beauty therapists• Make-up artists• 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 recipients report).

A twice weekly eNewsletter keeps 12,595 opt-in subscribers up to date between magazine editions by featuring the latest content on tips, trends, events, product releases and PBTV.

In addition www.professionalbeauty.com.au is the online content library, and includes an extensive industry directory and an internal search engine. The website had over 85,400 unique visits in September 2018 alone.

Professional Beauty also has a rapidly growing social media reach of 23,385 followers courtesy of content shared through dedicated Facebook and LinkedIn pages, as well as Twitter and Instagram.

Magazine (print & emag) 25% eNewsletter Subscribers 8% Social Media followers 14% Unique Website sessions 53%

Total Audience 162,051 as of September 2018

40,671readership via

9,038audited copies

Social Media

23,385

53%

8%

14%

25%

Website

85,400Monthly UV’s

THE AUDIENCE

The Manager Natural Image

The Manager Wise Women

Clinic Manager 2 Dye 4 Hair & Beauty

The Manager Visions Beauty Salon

Proprietor Babes Beauty On Main

Director A & S Centre of Electrolysis

Manager Boutique Beauty

The Proprietor A Touch of Beauty

Proprietor Beautiful Body Boutique

Director Timeless Health & Beauty

Director Beauty & Medicine

The Manager Underground Waxing & Makeup

Owner Beauty By The Park

The Manager DermaBeauty Clinic

The Manager Get Smart Hair, Body & Soul

Director Acacia Skin & Bodycare

The Manager Beauty Beyond Paramedical Aesthetics

Owner Junie’s Natural Skin Care

The Manager Venus Skin & Beauty

The Proprietor Wembley Skin And Body Focus

Owner & Beauty Therapist Beauty Down Under

Clinic Manager Laser Therapeutics

The Manager 2 Deadly Hands Massage Nails & Beauty

Owner Yunga Beauty

The Manager Laserderm Skin Fitness Centre

Owner Bay Street Beauty

The Manager 4ME Beauty Therapy

Owner Allure Skin & Body

Owner Sheer Serenity Skin & Beauty

Salon Manager Beautyologist

Names protected by our Privacy Policy

Professional Beauty magazine : audited circulation 9,038 salons (October 2019) with 90% verified recipients.

A sample selection from our media community

THE AUDIENCE

WWW.PROFESSIONALBEAUTY.COM.AU

JAN•FEB 2018 INFORMATION. INNOVATION. INSPIRATION.

THE BIG clean-up

Wash your skin cares awayLiving on

the fault lineAvoiding the business blame game

UN-HAPPYHOUR

Calling last drinks

salons, clinics and spas

Audited circulation of

9,038

National distribution to

40,671readers per edition

of copies are personally requested (AMAA Verified Recipients Report)

90%

independently audited beauty industry magazine

(AMAA Audit)

THE ONLYregular editions per calendar year; bi-monthly release6

Additional annual release of the Further Education

Supplement

of Australia’s Best Business Magazine (Publishers Australia Awards)

TWICE WINNER

Established for over

24 YEARS

PRINT MAGAZINEThe Bible of the Australian Beauty Industry

opt-in subscribers

Delivering the Digital Magazine directly to

2,147

Established for over

6YEARS

of the print magazine but with INTERACTIVE ELEMENTS added such as video such as

video and direct live links

DIGITAL VERSION

DIGITAL MAGAZINEMagazine content presentation suitable for mobile devices and tablets

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

ADVANCED COS TAKES ON BRERAAdvanced Cosmeceuticals has expanded its brand portfolio with the addition of Brera Medical Technologies – a leading Italian manufacturer of “effective and affordable” non-surgical cosmetic equipment.Advanced Cosmeceuticals managing director Catherine Biedermann says Brera’s 30 years’ experience combining “traditional Italian creativity and intuition with advanced technology to meet the needs of beauty and medicine” inspired her to add the brand to her company’s portfolio. Brera’s introduction into Australia is being led with the launch of Imperium Matrix and Plasmage devices.

ARCH ANGEL LAUNCHES MAKEUPAustralia’s most famous brow tattooing specialist, Amy Jean, has launched a brow makeup collection – for women and men with, or without, micropigmented arches.Amy Jean says that despite the popularity of the cosmetic tattooing procedure that made her famous, not everyone needs it to perfect their brows – and for many, particulary those who haven’t damaged their brows due to overplucking, a touch of powder is often more than enough. The Amy Jean Privée Collection will feature 11 “professional grade products”

AUSTRALIAN CREAMS #1 IN CHINAAustralian Creams, owned by Sydney-based G & M Cosmetics, has been rated the “most recognised Australian brand in China” in the inaugural Australian Brands in China Index. The brand outranked nine local skincare brands including Thursday Plantation, Goat Skincare, AESOP, Nude by Nature, Sukin, QV Skincare and A’Kin in the Index’s Top 10 Beauty and Cosmetics category – and outranked Qantas, Crown, Mirvac, Weet-Bix, EMU Australia, Coles, Chemist Warehouse, Myer and Destination Gold Coast to take out the top spot in the Index’s overall Top 10 listing.

MAC LEADS EXPO LINE-UP Beauty Expo Australia is gearing up for this year’s event in Sydney with the release of an exhibitor list that includes MAC Cosmetics for the first time. MAC, which exhibited at Beauty Expo Melbourne for the first time in March, will be showcasing its latest products as well as some of its “beloved and iconic products” at the two-day event. Other brands confirmed for the Expo include Ultraceuticals, Mancine Cosmetics, Murad, Pelactiv, Inglot Cosmetics, France Medical, Lycon Cosmetics, ModelRock Lashes, Crown Brush, Caronlab Australia, Makeup Net, TechnoTan, and Dermalux LED.

in BRIEFCND REVEALS SHELLAC LUXEEight years after launching the now ubiquitous Shellac onto the professional nail market, CND is launching “the biggest innovation in nails in over a decade” - titled Shellac Luxe.

Promising to deliver “major benefits for both nail professionals and their clients”, the new two-step system features a self-adhering base/colour coat and a high gloss top coat which can both be removed in

just 60 seconds”. By eliminating one step (with the two-in-one base/colour coat) and reducing removal time (thanks to “unique micro pores that allow remover to penetrate polish quickly) in the Shellac system, Shellac Luxe “saves 15 minutes on the length of a manicure appointment”.

According to CND co-founder and style director Jan Arnold, Shellac Luxe is a “step change” for the industry.

“CND Shellac Luxe is a premium service that taps into the things we know our nail professionals and their clients are looking for: faster appointments and kinder treatments,” she said.

NAPOLEON PERDIS MOVES INTO PRICELINE In a shock move for the Australian cosmetics industry, professional makeup brand, Napoleon Perdis, has begun selling its products in Priceline Pharmacies – and withdrawn from David Jones department stores.

Napoleon Perdis marketing director Peter Sintras said the

partnership will “usher in an electrifying new era for beauty in Australia” .“The unprecedented union [between Priceline and “a prestige beauty brand”]

is bound to set off a seismic chain reaction amongst industry peers,” he said. “But most importantly, the real winner in this game-changing partnership is the Australian beauty consumer.”  

The move is being heralded with “the shout-out-loud launch of an energised collection of brand new beauty products” with “accessible value price-points that will make a splash like none seen before in Australia’s beauty landscape”.

WAGGA WAGGA THERAPIST WINS WORLDSKILLS AUSTRALIAA beauty salon in regional NSW has produced the gold medal winning champion at the WorldSkills Australia National Championships two years in a row.

Last year, then 21-year-old beauty therapist Lily Campbell from Skin Solutions in Wagga Wagga won the gold medal in WorldSkills Australia’

beauty competition and then went on to win a bronze medal at the international WorldSkills Competition in Abu Dhabi.

In May, Gorgia Maliukaetau, a 21-year-old beauty therapist at the same salon, won the gold medal in the same event at this year’s WorldSkills Australia championships, and is now training for the opportunity to join Australia’s Skillaroos team at the 2019 WorldSkills competition in Russia.

Gorgia says Lily’s success in last year’s WorldSkills Australia competition inspired her to enter this year’s competition –“she was probably my Number 1 emotional supporter leading up to the National Championships.”

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COVERGIRL OPENS NY STOREThe 60-year-old CoverGirl cosmetics brand is opening its first brick-and-mortar store − in the centre of New York. The 3048 square-metre store is “an experiential interpretation” of CoverGirl’s recently launched ‘I am what I make up’ brand philosophy which inspires shoppers “to use makeup as a tool for self-expression and personal transformation”. CoverGirl senior vice president Ukonwa Ojo said the store is part of the brand’s strategic overhaul to revamp how beauty lovers experience it.

THE END OF ‘ANTI-AGEING’The UK’s Royal Society for Public Health has called for the term ‘anti-ageing’ to be banned in the beauty industry. According to the society’s new report, ‘That Age Old Question’, ageism is the most commonly experienced form of prejudice and discrimination in the UK and across Europe. The society called on cosmetic retailers and beauty magazines to follow the lead of Allure magazine and ban the use of the term ‘anti-ageing’ and “re-focus their ageing narrative on opportunities to be embraced rather than processes to be resisted”.

CRAYOLA TEAMS UP WITH ASOSCrayola, the creator of the iconic children’s crayons, has teamed up with online British fashion and beauty website ASOS to create an exclusive makeup collection that consists of 58 products and offers a colour box of 95 shades. The new range captures Crayola’s sense of “self-expression and creativity” by transformingc children’s crayon into a multi-purpose ‘face-crayon’ that can be used to apply make-up in a variety of ways (eg, the red crayon can be used to colour in lips, draw on eyeliner and/or highlight cheek bones).

COLLAGEN DEMAND GROWS Increasing number of consumers around the world are adding collagen to their diets in a bid to improve their skin although there is currently no evidence that the protein has any effect on skin, according to leading data and analytics company GlobalData. The company says the “positive perception of the ingredient” was highlighted in its 2017 Consumer Survey where 57 percent of respondents said that collagen is effective in beauty/grooming products while 45 percent said they prefer to use “food as a mechanism” to improve their appearance.

in BRIEF DERMAPEN WINS DESIGN AWARDThe Dermapen 4, a microneedling device that was launched onto the market last month, has won a major Australian design award.

Created and manufactured in Australia, the device took home the internationally renowned ‘Good Design Award’ in the Medical and Scientific Category at the 60th annual Good Design Awards Ceremony.

Held at the Sydney Opera House, the awards ceremony celebrated the best new products and services on the Australian and international markets as well as excellence in architectural design, digital and communication design, engineering design and fashion design from this year’s record 536 entries.

DermapenWorld founder and CEO Stene Marshall, who commissioned the design, said it was an honour to receive such a prestigious award in a category that has seen recognition of iconic Australian brands such as Cochlear, ResMed and Facett which have had “a worldwide impact on our industry”.

“Dermapen 4 has been a culmination of years of research and development,” he said. “Awards such as this make all the hard work worthwhile.”

MARKLE LIGHTS UP DERMALUXEver since Meghan Markle became engaged to Prince Harry, the world has been obsessed with her glowing complexion – and Dermalux is reaping the benefits since reports emerged that the now Duchess of Sussex has been having regular LED light treatments since moving to London.

According to ‘The Sun’ and numerous other online news sites, Meghan has been visiting the Skinesis Clinic for facials by owner Sarah Chapman.

Sarah, whose hands are insured for £1million, is renowned for her signature facials – using products from her Skinesis skincare range, each facial includes a ‘gymnastics’ massage session and ends with a 20-minute Dermalux LED session “to deliver skin that glows with youthful radiance”. Although Sarah, whose A-list clients include Victoria Beckham, Gigi Hadid and Naomi Watts, has not confirmed the reports, she did reveal her top bridal skincare tips for the leadup to a wedding – they included booking a facial at least every four weeks and Dermalux.

SALON OWNER CREATES PRESSPLAYAustralian beauty salon owner Kate Flammea is making her mark in the beauty retail market with the launch of a makeup collection designed to be stored and carried in a “smartphone-sized capsule”.

The Pressplay Cosmetics collection features 27 products (including foundation, concealer, highlighter, powder, blush, eyeliner and mascara) and the capsule (which can store up to seven of the products as well as a mirror).

Kate, who has worked in the beauty industry for 10 years and owns four Smart Skin Clinics in Melbourne, created the collection to meet her own needs and those of other modern women who need “a compact makeup solution that doesn’t scrimp on style or quality”.

She says the “sleek, luxurious and functional” capsules are the perfect antidote to “overflowing makeup bags”

“Pressplay Cosmetics is the only beauty brand to recognise the changing needs of women and to create a unique storage and application system that fits their lifestyle.”

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

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

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

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

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

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

TANN

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

DISTRIBUTION

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

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THE DANGERS OF Discounting

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

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

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

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

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

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

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

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

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

THE BEST BUSINESS STRATEGY IS A

SATISFIED CUSTOMER WHO WILL RETURN AGAIN AND AGAIN

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VIEWPO

INT

Themed photoshoots – Suppliers are invited to mail or courier products that fit into the theme of the photoshoots listed on the bi-monthly email callouts. Please note we cannot return products.

LEFTDNA Intensive Renewal

Advanced Cosmeceuticals 08 9409 5433Germaine de Capuccini The Cream GNG

Germaine de Capuccini Australia 1300 432 100Babor ReVersive Anti-Ageing Cream Babor Cosmetics Australia 1800 139 139

Dermalogica Power Rich - Dermalogica 1800 659 118Hydropeptide Nimni Cream - True Solutions 1800 808 993

Aspect Dr Resveratrol Moisturising CrèmeAdvanced Skin Technology 1800 648 851

Guinot Anti-Ageing Longevity Face CreamHamaya International 02 9737 9872

Kerstin Florian Caviar Age Defense SerumKerstin Florian 02 9430 2200

Alpha H Liquid Gold - Alpha H 1800 659 777Image Skincare The Max Stem Cell Crème

Professional Beauty Solutions 1800 625 387

ABOVEO Cosmedics Immortal Cream

Inskin Cosmedics 02 9712 8188Thalgo Intelligence Marine Regenerative

BLC Cosmetics 02 9430 2200La Biosthetique Crème De Luxe Jour

La Biosthetique 1300 554 069Phytomer Pionniere XMF Perfection Youth Cream

Universal Aesthetics 02 9948 1667Payot Uni Skin - Payot Cosmetics 02 9874 1166Mesoestetic Radiance DNA Intensive Cream

Advanced Cosmeceuticals 08 9409 5433Ultraderm Absolute C Cream – Ultraderm 1300 660 297

Medik8 Advanced Day Total ProtectAdvanced Cosmeceuticals 08 9409 5433

Pelactiv Vita C+ Dream Cream - Pelactiv 02 8422 5000Pevonia Stem Cells Phyto-Elite Intensive Cream

Universal Aesthetics 02 9948 1667Smith & Co Vanilla Sugar & Lime Soy Wax Candle

The Aromatherapy Co New Zealand 1800 104 029

These luxury skincare products can deliver rich results for your clients

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SKINDesigner

SKIN

CARE

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

EDITORIAL OPPORTUNITIESA selection of content measures for campaign messaging reinforcement

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

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

ON HIS BEAUTY OBSESSION:

“I have been obsessed with fashion and

beauty ever since I can remember. I grew up in

Italy and was surrounded by fashion. I loved

looking through Vogue and other magazines,

admiring the total look of the models and how it all

came together.”

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

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

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

technique I had learnt.”

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

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

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

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

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

looking for, but I feel so honoured.”

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

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

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

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

the skin look natural and flawless.”

HIS FAVE MAKEUP PRODUCT:“Definitely my Marc Jacobs Spotlight

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

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

HIS TOP TIP:“Perfecting the skin is the

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

and if you can perfect your technique here, then you

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

heavy and patchy - it ruins the total finish.”

HIS PERSONAL MANTRA:

“Success is not the key to happiness. Happiness is

the key to success” - Albert Schweitzer

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

people at the top of my list.”

STYLE FILE

HIS CURRENT CELEBRITY MAKEUP CRUSH:

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

Instagram handle @isshehungry.”

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

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

BIO SCULPTURE AUSTRALIA

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

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

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

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

products with something over and above a long lasting manicure.

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

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

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

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

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

Bio Sculpture Australia Talya Bergmann Managing Director 02 8218 4500

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

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

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

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

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

Switchfunky Peter Lykissas Managing Director 1800 700 510  

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

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

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

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

THE NAIL

GAMETALK

ING

POIN

TOne of the biggest beauty game-changers

in recent years has been the evolution of nail artistry. Salons have progressed from

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

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

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

out in such a crowded nail market.

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Industry Insider – A focus on a leading industry expert detailing their business profile, expert opinion and advice to beauty entrepreneurs.

Tell us how you started out in the beauty industry?“I started with a bad skin condition and was searching for products that worked. My knowledge of skin and chemistry made me question what was on offer. Pharmaceutical products (cosmeceuticals) were my go to for noticeable results and I took them to the professional market with the launch of MD Formulations.”

You have more than 25 years’ experience in the industry – what have you seen as the biggest game changer?“The game changers are simple - they are driven by consumer demand for noticeable changes in their skin. They look for known proven ingredients like AHAs, Vitamin A, antioxidants and peptides. They look for clinical proof with equipment.”

How do you see the beauty landscape evolving in the next few years?“The beauty landscape is evolving into both inner health and wellness and immediate results facial treatments that incorporate peels, LED light therapy and super power boost masks. Inner and outer health and well-being for the skin is the future.”

Any tips on how companies can remain competitive?“Companies can remain competitive if they help businesses to be the best they can be. Training becomes vital and social media support also assists.”

What is one of the single best treatments for anti- ageing?“Without a doubt Omnilux LED both plumps and lifts my mood. Especially the Revive (red) light known as the ‘happy light’ because of the boost in serotonin that it gives.”

The one product you can’t live without?“Priori DNA fx221 Recovery Serum is my absolute must-have! The DNA Repair enzymes in this hyaluronic moisturiser rehydrate my skin and repair past ageing damage.”

What is your go-to beauty treatment pick me up?“A three step facial that includes a skin smoothing and hydrating peel followed by an intense masque. At the moment I’m using the HydroPeptide Polypeptide Collagel+ Mask, then an Omnilux or Lightfusion treatment to finish off.”

How can salons survive in the luxury skincare market in such a saturated environment?“Choosing the best equipment and products will stand a business apart and having the best caring, knowledgeable staff will carry through what all consumers want which is ultimately ‘glowing, healthy skin’.”

How do you choose which skincare brands to distribute in Australia?“I look for unique formulas rather than contract-manufactured ‘me too’ products. I always check for clinical tests as proof of results. I only buy from known formulators who have experience in their field. I then check with my network of physicians and scientists to confirm.”

Can you share with us any of your business expansion plans for the year ahead?“We are looking to work with small groups of clinics who want to grow and by adding our resources to their clinics we can support them to being the best they can be. We have built successful groups previously and we will definately do that again.”

What is one of the biggest lessons that you have learnt in business?“Education, ongoing is the key to keeping a position in the market. Knowledge is a currency to be shared and help growth for your customer’s business and yours. Update your training regularly.”

Best piece of professional advice you have been given?“Keep up to date with everything from product knowledge to computer systems and equipment capabilities. Keep educating yourself and your staff to stay in front.”

Is there a business achievement you are most proud of?“Educating women in the beauty industry to offer ‘real results’ and build a sustainable long term business.”

What is the one thing you wished you had known when starting out in the industry?“That education isn’t a destination but a journey you need to commit to ongoing and forever. We never stop learning.”

Do you have a favourite go-to makeup look?“Glo Skin Beauty have fabulous mineral powder foundations loaded with antioxidants. These give a soft and flawless finish that leave skin even-toned. To this I add the Contour Kit to highlight, bronze and shape the face. Brow Collection is so easy to use with powders, tools and stencils that make doing brows a breeze. I then use the Precise Micro Eyeliner then a slick of Cream Glaze Crayon in Dahlia.”

Is there anyone in the industry you see as a mentor/leader in the game?“My go-to mentor is Tracy May-Harriott. Tracy is an International Educator and has many years of experience in the UK and across the globe. Tracy is an inspiration and we’re excited to have her coming to Australia in July.”

If you weren’t in the beauty game what would we find you doing?“I would be breeding parrots or I’d be in the garden.” n

Founder of True Solutions Mandy Gray shares her best business tips

TRUE BEAUTY

IND

USTRY IN

SIDERTHE GAME CHANGERS ARE SIMPLE

AND ARE DRIVEN BY CONSUMER DEMAND FOR NOTICEABLE

CHANGES IN THEIR SKIN.- Mandy Gray

PROFESSIONAL BEAUTY | 9392 | WWW.PROFESSIONALBEAUTY.COM.AU

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

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

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

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

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

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

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

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

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

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

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

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

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

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

CAREER

Executive Vice President and Group CEO of Unilever Prestige

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

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

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

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

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

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

THE WORLD, DON’T FOLLOW –  INNOVATE.

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

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

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

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

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

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

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

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

HOW I GOT HERE: VASILIKI PETROU

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Ever been tempted to discount your offerings to fill the quiet

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

market. Founder of Lockhart Meyer Salon Marketing

and blogger Alice Kirby navigates the pros and cons of

cutting costs.

Deal orNO DEAL?

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

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

VIEWPO

INT

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

Bestow Beauty Plus Oil - Professional Beauty Solutions 1800 625 387The Beauty Chef Collagen Inner Beauty Boost - The Beauty Chef 02 9363 1648

Amperna Probiotic + DS Repair Complex – Amperna info@amperna.comLust Minerals Rejuvenation Oil - Lust Mineral Cosmetics 0409 258 907Synergie Skin Dermiotic Pre Serum Elixir - Synergie Skin 1300 689 619

Regul8 Stress Relief Relax - Regul8 02 8424 6688Skin Juice Nurturing Body Oil - Skin Juice 02 4960 8980

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

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

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

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

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

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

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

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

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

www.dmkskin.com

WELLN

ESS

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

Debbie DicksonFAST TRACK WITH

WELLN

ESS

THE FUTURE OF

Get ready to glow with these beauty boosters …

Wellness

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

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

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

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

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

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

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

CLUB Deluxe

BEAUTY ESCAPE

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

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

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

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

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

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

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

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

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

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

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

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

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

supermodels and international celebrities. Linda Meredith

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

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

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LAST WO

RD

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

GORDANAWILLESEE

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

or bronzer in my emergency kit.

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

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

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

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

My favourite beauty treat is putting on my environ mask,

listening to hip hop music loudly and

finding sun anywhere in the world.

When I launched Dr Freckle and Mr

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

ahead and don’t let anything stop you.

Distractions come at a price.

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

Beauty to me means taking care of ourselves and

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

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

The biggest beauty trend I forecast is that

everyone will come back to natural

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

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

lips will make a re-appearance too.

New Year, New YouThe lure of Australian made beauty brands

Roundtable: Empowering WomenPlus: Education Supplement

Party Season Trends from 2019 and hit predictions ahead

Roundtable: From Student to Standout

Summer Edition The tanning revolution taking over the market

Roundtable: Clean Beauty

The Luxe EditionIs the high-end price tag worth it? The latest

product innovations featuring luxury ingredientsRoundtable: CEO Insights

The Winter Issue The most popular treatments & products

in the cooler monthsRoundtable: Salon Marketing

Powerful FemalesCorporate beauty culture

Roundtable: Advanced Learning

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EDITORIAL CALENDAR

*ADVERTISING CANCELLATIONS MUST BE MADE 2 WEEKS PRIOR TO BOOKING DEADLINE. PENALTIES MAY APPLY.

2019 MAGAZINE DEADLINESJAN-FEB 2019 + 2019 FURTHER EDUCATION SUPPLEMENTEDITORIAL SUBMISSIONS Monday, November 5, 2018ADVERTISING BOOKINGS* Friday, November 23, 2018ADVERTISING ARTWORK Friday, November 30, 2018PUBLISHED Thursday, January 31, 2018

MAR-APR 2019 SALON MELBOURNE EXPO RELEASEEDITORIAL SUBMISSIONS Friday, January 4, 2019ADVERTISING BOOKINGS* Friday, February 1, 2019ADVERTISING ARTWORK Friday, February 8, 2019PUBLISHED Monday, March 11, 2019

MAY-JUN 2019EDITORIAL SUBMISSIONS Monday, March 4, 2019ADVERTISING BOOKINGS* Friday, March 29, 2019ADVERTISING ARTWORK Friday, April 5, 2019PUBLISHED Wednesday, May 8, 2019

JUL-AUG 2019 SYDNEY BEAUTY EXPO RELEASEEDITORIAL SUBMISSIONS Monday, May 6, 2019ADVERTISING BOOKINGS* Friday, May 31, 2019ADVERTISING ARTWORK Friday, June 7, 2019PUBLISHED Wednesday, July 10, 2019

SEP-OCT 2019EDITORIAL SUBMISSIONS Monday, July 8, 2019ADVERTISING BOOKINGS* Friday, August 2, 2019ADVERTISING ARTWORK Friday, August 9, 2019PUBLISHED Tuesday, September 10, 2019

NOV-DEC 2019EDITORIAL SUBMISSIONS Monday, September 2, 2019ADVERTISING BOOKINGS* Friday, September 27, 2019ADVERTISING ARTWORK Friday, October 4, 2019PUBLISHED Wednesday, November 6, 2019

JAN-FEB 2020 + 2020 FURTHER EDUCATION SUPPLEMENTEDITORIAL SUBMISSIONS Monday, November 4, 2019ADVERTISING BOOKINGS* Friday, November 29, 2019ADVERTISING ARTWORK Friday, December 6, 2019PUBLISHED Thursday, January 30, 2020

PREMIUM POSITIONS CASUAL 2X 3X 4X 5X 6XFront Cover Package $13,000

Inside Front Cover - DPS $8,065 $7,905 $7,745 $7,580 $7,480 $7,380

Outside Back Cover $4,965 $4,865 $4,765 $4,665 $4,605 $4,540

Other Guaranteed Positions: +12.5%

FREQUENCY PACKAGES CASUAL 2X 3X 4X 5X 6XDouble Page Spread $7,170 $7,025 $6,885 $6,740 $6,650 $6,560

Full A4 Page $3,675 $3,605 $3,530 $3,455 $3,410 $3,365

Two Thirds Page $2,665 $2,615 $2,560 $2,505 $2,475 $2,440

Half Page $2,300 $2,250 $2,205 $2,160 $2,130 $2,105

Third Page $1,600 $1,570 $1,535 $1,505 $1,485 $1,465

BEAUTY ZONE CASUAL 2X 3X 4X 5X 6XHalf Page $1,100 $1,050 $1,000 $950 $900 $850

Quarter Page $700 $650 $600 $550 $500 $450

MAGAZINE ADVERISING RATES

*ALL RATES ARE PLUS 10% GST.

Established for over

10YEARS

offering WEEKLY UPDATES

for the AUSTRALIAN

BEAUTY INDUSTRY

B2B eNEWSLETTER

THE ONLYdedicated

opt-in subscribers

Delivering WEEKLY NEWS

directly to

12,595

RESPONSIVE DESIGN

is mobile friendly

PROMOTIONS are also available

eDM

EMAIL MARKETINGDigital marketing that is direct to decision makers with measurable results

and SPECIALIST CONTRIBUTOR ARTICLES

by industry experts

Content offering of local & international NEWS,PRODUCT launches,

industry EVENTS,SALON profiles,

exclusive INTERVIEWS

searchable items

The most comprehensive ONLINE CONTENT LIBRARY

5,000UNIQUE VISITORS to the website every month

85,400

Established for over

10YEARS

offering DAILY UPDATES for the Australian beauty industry

B2B WEBSITE

THE ONLYDEDICATED

INDUSTRY WEBSITEThe only dedicated online content library for the Australian beauty industry

WWW.PROFESSIONALBEAUTY.COM.AU

Beauty Industry

with over

eNEWSLETTER + WEBSITE

BANNER TYPE DIMENSIONS (Width x Height)

FILE SIZE (max.) EXPOSURE RATE

Text Panel Ad 20 words + logo 50kb 4 x weekly blasts $2,200

MRec Ad 1 300 x 250 pixels 50kb 4 x weekly blasts $2,165

MRec Ad 2 300 x 250 pixels 50kb 4 x weekly blasts $1,625

eNewsletter Takeover Text Panel, 2 x M-Rec Ads as per above 4 x weekly blasts $3,200

Hot Products - set of 3 250 words + image (x 3) 50kb each 1 x weekly blast + website $1,500

Solus eDM 600 pixels wide 20kb HTML file, 150kb images 1 x exclusive blast $3,200

eMag eDM sponsor 468 x 60 pixels 50kb 1 x exclusive blast $1,600

eNEWSLETTER

DIGITAL ADVERTISING RATES

WEBSITE

BANNER TYPE DIMENSIONS (Width x Height)

FILE SIZE (max.) EXPOSURE RATE

Video of the Week 640 x 360 resolution refer to specs PDF 2 x eNews blast + website $1,500

Native Advertising 600 words, plus 3 x Ads refer to specs PDF 1 x weekly blast + website $1,500

BANNER TYPE DIMENSIONS (Width x Height)

FILE SIZE (max.) EXPOSURE RATE

Parallax 1400 x 1400 pixels 1 MB 1 x week, 100% SOV $2,000

Billboard 970 x 250 pixels 300kb 1 x month, min. 25% SOV $2,500

M-Rec Ad 1 300 x 250 pixels 300kb 1 x month, min. 25% SOV $2,000

M-Rec Ad 2 300 x 250 pixels 300kb 1 x month, min. 25% SOV $1,500

Digital Captivation Package Parallax, Billboard, 2 x M-Rec refer to specs PDF 4 x Ads; % SOV as per above $3,300

Dedicated

VIDEO MICROSITE displaying extensive content: tv.professionalbeauty.com.au

All video exposures are

archived online with links

from the PB WEBSITE and

eNewsletter

Industry wide exposure enjoyed

via the

VIDEO OF THE WEEK

content item on the PB

eNewsletter

Bespoke VIDEO CONTENT creation packages are also

available.

VIDEO CONTENT

VIDEO MARKETINGVideo delivers effective results via a richer and more engaging user experience

We also offer packages that

BOOST YOUR CONTENT to an expanded industry

audience

Total social media audience at

23,385and growing rapidly

Facebook12,200

followers

followers

Instagram

2,065followers

LinkedIn4,494

followers

Twitter4,626

SOCIAL MEDIA MARKETINGSocial media forms part of the online + offline communication mix to optimise the total campaign

Video files should be provided in full.Images requiring in-house design

assistance will attract a production charge – price on application.

Instagram posts should also have a specific hashtag to help track the

campaign performance.

* Facebook OR Instagram ** Facebook AND Instagram Minimum exposure is 7 days but can be extended All rates are plus GST

HERE ARE THE COSTS TO PROMOTE YOUR CONTENT VIA A STILL IMAGE, MULTIPLE IMAGES OR VIDEO.

SOCIAL MEDIA RATES

PB AUDIENCE BOOSTED AUDIENCE COMBINED IMAGES (1-4) VIDEO: (60 SEC)

FACEBOOK

12,200 10,000 22,200 $400 $600

12,200 20,000 32,200 $800 $1,100

INSTAGRAM

2,600 5,000 7,600 $300 $500

2,600 10,000 12,600 $400 $600

THE INDUSTRY ROUNDTABLE

series involves suppliers and salon professionals discussing

key topics

for your brands e.g. a business breakfast, training event, product

launch or educational seminar

We can also create

CUSTOM EVENTS

SPONSORSHIP PACKAGESare available for

participation in future Industry Roundtable

EVENTS

Standby for further updates and announcements involving 2019

opportunities

INDUSTRY ROUNDTABLE

BHA MEDIA is responsible for publishing Australia’s leading business media titles across the Beauty,

Hair and Aesthetics industry. Each masthead delivers premium business information to qualified

audiences across a multichannel platform comprised of a print magazine, digital magazine, email

newsletter, industry website and social media channels.

WWW.PROFESSIONALBEAUTY.COM.AU

Game changing innovations

HI-TECH

Master the latest trends

BROW RAISING BEAUTY

MILLENNIALMARKETINGGrow your ‘likes’ – and profits

MAY•JUN 2018 INFORMATION. INNOVATION. INSPIRATION.

2 0 1 8

WWW.PROFESSIONALBEAUTY.COM.AUWWW.SPAANDCLINIC.COM.AU

The Magazine for the Hairdressing Professional

September/October 2018

TEXTURETHE NEW DIMENSION

DIRECTIONALDESIGNLIFT YOUR LUXE LEVEL

www.intermedia.com.auB H A MEDIA

ABOUT BHA MEDIA

SPA+CLINICaesthetics • medi • wellnessVolume 74 Winter 2018

SALON

Booking Apps

EXPLAINED

ELEVATE YOUR

Dressing Rooms

Gen Z: CLIENTS OF THE FUTURE

Beauty AND THE BRIDE

BEAUTY BOOSTERS REVOLUTIONISING THE SUPPLEMENTS MARKET