ask the EXPERTS

What’s the best way to treat clients’ fitness-related skin irritations?

The fitness industry is one of the fastest growing in the UK, valued at just under £5 billion, according to Leisure DB’s 2018 State of the UK Fitness Industry Report. People are now spending more time and money on their overall wellbeing, investing in a lifestyle that encompasses a healthy diet, exercise, and beauty products and treatments.

There are several short and long-term benefits to exercising: it increases blood and lymphatic circulation, detoxifies, boosts metabolism, increases cellular oxygen levels and muscular strength, promotes weight loss, improves sleep quality and relaxation, and raises the production of stress-relieving endorphins, which help fight against anxiety and depression – some of the common issues clients are facing today.

But exercise can present some challenges when it comes to skincare. There are many aggressors that can be linked to a workout, both endogenic and exogenic, such as perspiration, dehydration, intense muscle and joint activity, rubbing and airflow restriction from clothes, weather conditions and excessive showering.

The consequences of this include skin irritation, clogged pores, breakouts, an unbalanced skin barrier, dehydration and lipid deficiency, all of which can lead to an increased sensitivity of the skin.

To maintain the wellbeing of a client’s skin if they are an active gymgoer, you need to get them into a good skincare regime. Advise them that they need to cleanse and moisturise before and after every workout – so not just morning and night – to minimise irritations. When exercising outside, it’s important they use an SPF to prevent sun damage.

Choosing the right homecare products is vital too. Your client’s skin will need nourishment, rehydration and rebalancing, so products that soothe and comfort need to be factored into their routine, like a lightweight serum and hydrating cream.

With the right homecare products for every individual skin type, the skin barrier gets stronger against outer aggressors and is well protected and clean, meaning clients can enjoy the feel-good factor of exercise.

Why do clients experience lifting and how can I prevent it?

There are several reasons why a coating might start to lift from the nail plate, but the most common is inadequate preparation before application. Preparation is the key to longevity. The nail should be clean and dry for the coating to properly adhere to the keratin in the natural nail.

If lots of clients are returning with lifting then this is an indication that you could do with looking at your application method. Re-visit your training manual and speak to an educator from your chosen brand to help you with your technique.

It’s also about using the coating that’s most suitable for your client’s nail type and lifestyle. If they have a particularly hands-on job, then long, extended talons might not be the best option, which is why they could be having issues.

Use the different options available to you and prescribe the right product. Doing this will ensure your client doesn’t experience unnecessary lifting or service breakdown.

It’s also important to recommend the correct homecare. Whatever coating they have on their nails, it will require a certain amount of aftercare between appointments. Using a daily treatment such as an oil will help keep their nails healthy and conditioned.

If your client is likely to be gardening or taking care of housework, recommend they wear rubber gloves to prevent any chemicals that could cause lifting and reiterate to them that they need to return to you for removal, rather than picking and pulling at the coating.

I want to increase my client base. How can I get more people through the door?

It can be hard to increase your client base when there’s so much competition out there, but one way of doing it is by boosting your reputation with strong word-of-mouth referrals. Do a fabulous treatment on an existing client and then ask them to post about the experience on social media, tagging your business.

Another way to gain new clients is to launch a VIP membership. The client pays an upfront fee for 12 months’ membership and in return receives exclusive deals such as 10% off treatments and retail products, plus a £30 voucher to give to a friend to introduce them to the salon.

If you’re not sure you have the time to set up a membership model, another proven method to increase footfall without needing much resource is to launch a refer-a-friend scheme.

Reward clients with a £5 treatment voucher (that must be used by a certain date) for every customer they refer, while giving a £5 discount to the person who has been recommended. It’s a simple way of rewarding those loyal to you and treating newcomers to your business.

These ideas have proven to be successful in my own salon but they will only work if you give your clients – old and new – an exceptional treatment that makes them never forget the experience.

I’m a mobile therapist. How can I transport my waxing equipment safely?

As a mobile waxing therapist, it is often tricky to transport product between clients without any spillages while the wax is still hot. Over the years, I’ve discovered the best solutions for transporting my equipment, keeping it looking clean and professional when I arrive to every client.

Firstly, never fill your wax pot up more than three-quarters full because this allows for movement during transportation. If it’s too full it will cause the wax to flood out.

It’s also worth placing a piece of tin foil over the waxing rings to avoid any product getting on the main body of the pot, and I always carry a cleaner in my kit in case I need to do a quick wipe down on arrival.

Your wax should be placed in a tight box in your vehicle – not much larger than the width of your pot – so it can’t fall over while the car is moving. If travelling by foot, keep your wax pot secure in a foldable waxing trolley, which will also keep your other waxing accessories tightly compact.

My final tip is to carry a towel to lay on the client’s floor between the pot and couch to protect their carpet if you drip any wax. If some does fall on the towel, a cleaning product called Sticky Stuff will remove it with ease.

How can I make sure my female intimate waxing business is all inclusive?

As a wax specialist, you need to be well skilled at treating all types of clients. I mean, what would you do if “inflexible Florence” or “on-my-period Penny” walked through the door? How would you alter your treatment for “heavily pregnant Pamela” or “trans Terrance”?

The frequently asked questions (FAQ) section on my website helps put new clients at ease, with answers to the common questions some customers are too shy to ask. Other salons even do things like pop a discreet disabled access or trans sign on their price list as an effective tool to show they are all-inclusive. Reassuring customers through your social media posts that everyone is welcome in your business is also powerful. For example, a salon in Manchester called The Waxologist only ever uses plus-size model images for its Facebook posts.

If there is an area you get asked a lot about; for example, treating trans clients, then get educated. Places like make-up and styling studio Born (born.uk.com) offer excellent transgender training for therapists. For deaf clients, try picking up a few pieces of sign language to make the experience easier and allocate quieter times to see autistic clients, who may otherwise find the salon too noisy.

These lovely clients all exist and you need to know how to handle them with the care and respect they deserve. In my talk at Professional Beauty North in October, I’m going to teach you just that.

How can I help therapists who are not confident at retailing to sell more?

Some therapists have a slightly obscure way of looking at retailing – that it’s an addition to the professional service rather than an integral part of the treatment and client experience.

Many focus on how full their column is, which leaves retailing products as that dreaded, extra expectation. Introducing targets can also be a demotivating and intimidating experience for less confident therapists, especially while they watch products fly off the shelves into clients’ hands for the more experienced team members.

The most effective strategy to get retail sales soaring is to take the focus away from the sales process and create a buzz from knowledge-evoking, fun incentives, resulting in long-term purchasing.

Incentives that offer staff a chance to win big work well. For example, create a list of five tasks you want your therapist to perform for the week – from selling two make-up items and one gift box, to booking in a client for a full skin consultation.

If they’ve completed their tasks, let your therapist pick a prize from one of 30 sealed envelopes. Inside can be a card telling them they’ve won anything from a £10 Love to Shop voucher to a bottle of prosecco or points to go on their work chart to win a bigger prize. This method enables everyone to be rewarded for their hard work and it’s pot luck who gets the top prizes – they don’t automatically go to the best sellers in the team.

Endeavour to mix it up and always celebrate your winners. It is much more engaging than the pressure of constantly trying to hit a monetary retail target.

What qualities should I be looking for in a frontof- house employee?

Front-of-house staff are so important to your business, which is why you need to select them with the greatest of care. You need people who are loyal, calm, positive, enthusiastic, sociable, articulate, passionate, knowledgeable, motivated and with an incredible attention to detail.

First impressions really count in this role, so train your staff to always make the client feel important and welcome. To do this, they need to commit to the business and communicate its values consistently, always acting as a role model and speaking well of your company. They should also understand that the smallest of gestures, like a smile, really matter.

They should be using the client’s name correctly, reading their body language, being interested in what they say, listening to them, and understanding their wants and preferences, before recording this relevant information and using it to give the best service with every visit.

They must adapt to the client and not expect the client to adapt to the salon. For example, delays obviously cause stress but no one is deliberately late. Your front-of-house staff should never scold. Managing delays professionally is the key. If managed with a calm skill then everything gets done.