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ask the EXPERTS

How can I start networking to build my reputation within the industry?

Building relationships must be mutually beneficial. Therefore, the best way to network is to leverage your strengths and consider how you can help people. What’s your skill? As a member of the beauty sector, this list can be endless, from providing treatments to sharing your knowledge and time. Just make sure your list makes good business sense.

Then, write a list of 10 to 20 people or businesses that inspire you and research them. Check which groups they are part of, the industry events they attend and the trade magazines they appear in. Contact local newspapers, trade press and the brands you use – suppliers are always looking for newsworthy content, so start engaging and make sure you have a decent headshot. Entering awards is another way to raise your profile. Not only do they reinforce your credibility, but they are also a great opportunity to build your network.

Building strong relationships is something we as therapists and business owners do extremely well every day. This skill shouldn’t be hidden. So, attend events, forums and industry talks and speak to people. Set yourself a challenge to find out what they do, what’s important to them and what their motivation is, and think of a way you could help them. Start with one or two people per event, and then as you build your confidence you can increase this number.

You should have an idea of where your people are present digitally too. Set up a LinkedIn profile to connect with professionals in your field.

Follow and interact with groups and forums, publish short videos or images showcasing the events you attend and share engaging insights on your feed.

Sustainable connections won’t happen overnight – it takes time to cultivate meaningful relationships. That’s why it’s vital you’re active and consistent in producing content. Try to regularly reflect on your path and serve your network with what they are interested in. As you begin to find your crowd of people, they will start to introduce you to their crowd and before you know it you will be setting a new path.

Ellie Tidy QFP is franchise manager at Guinot UK where she is overseeing the brand’s new PHD programme of business training for salon owners.

? DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS?

Send your question about absolutely anything to do with running a beauty business to editorial@professionalbeauty.co.uk

How can I incorporate aromatherapy into my treatments?

Aromatherapy is one of the most versatile additions you can make to your treatment menu. Apart from giving sensory gratification, essential oils offer therapeutic benefits to clients – both physically and mentally. The all-round actions of aromatherapy mean it can be incorporated into any salon or spa treatment; essential oils can be used in a variety of ways, from simple diffusion to blending specifically for clients’ needs.

Aromatherapy-based massage oils can be used to treat concerns such as poor-quality sleep, stress and anxiety. De-stressing blends can be selected for those suffering with tension; detoxifying for clients who want to clear their body and mind; and energising for those feeling fatigued.

If you’re not sure of how aromatherapy will be received by your clients, why not introduce it gradually? So, rather than creating a traditional aromatherapy massage, you could switch up one of your existing treatments with an aromatherapy twist, such as a Swedish body massage with essential oils.

Clients will book as it’s a treatment they know but with an exciting new element, so it won’t take them too far out of their comfort zone. A selection of blends could be retailed post-treatment too, helping to increase revenue and customer satisfaction.

You could incorporate aromatherapy into your existing treatment range by introducing hydrolats instead of essential oils. These water -based aromatic additions can be spritzed into the air like a natural air freshener, or onto towelling and bedding to offer aromatic benefits, as well as added into rinse water for sponges or mitts for product removal.

Matt Taylor is the education manager for professional aromatherapy brand Eve Taylor, where he has developed strategies for growth and brand perception.

What is the difference between vegan, crueltyfree and organic make-up?

There is a lot of confusion around the terms, and with good reason. They’re not as regulated as they should be.

Vegan make-up doesn’t contain any animal products, by-products or derivatives. This includes common ingredients found in beauty products such as beeswax, honey, lanolin, carmine, shellac, keratin, squalene and hydrolysed silk.

While these ingredients are sourced from living animals and don’t necessarily harm them, they’re still animal-derived ingredients. Many vegan make-up products are also gluten-free, which is a huge perk for people who suffer from celiac disease and other inflammatory skin conditions.

When a product is labelled as vegan, this describes its ingredients not its manufacturing process. If a brand doesn’t test on animals, that means it’s cruelty-free. At Inika Organic, we don’t use any ingredients sourced from animals or test our products on animals, so we’re both vegan and cruelty-free.

Like vegan make-up, vegetarian cosmetics avoid all ingredients that were once part of an animal, but they might contain ingredients that were made by an animal, including beeswax, honey or egg whites.

Organic products are free from artificial fertilisers and synthetic chemicals, and vegan products don’t always have organic ingredients lists.

Jenny Murray is the business development manager at Inika Organics and has 20 years of experience in the beauty industry.

? DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS?

Send your question about absolutely anything to do with running a beauty business to editorial@professionalbeauty.co.uk

What research do I need to undertake to determine my ideal client and better reach them?

When you start thinking about your ideal client you need to delve deeper than just the demographics and the basic information. You need to really get to know them.

He or she could be you 10 years ago, one year ago or now. It may be someone you have previously worked with, a family member or a person you have made up called Mandy. Whoever they are, you need to know every single detail; their core values, pain points, age, what they are looking for and how much they want to spend. The list is endless, but once you know all of this you will have your niche.

Analytics are great to look at but unless you are constantly getting dream enquiries it’s likely that those people visiting your website and engaging with you on social media aren’t your ideal clients. Instead, take a look at your analytics to discover who you are attracting and figure out why.

Sending out a survey to your existing clients can also be very revealing. If your subscribers aren’t ever booking in with you or buying from you, you’re spending time sending out emails that won’t see a return, so don’t be afraid to let them go so you can focus on the ones who are invested in you. It’s far better to have a smaller audience of people who are engaged than a large audience who won’t do anything but sit in your database.

Once you know your ideal client, you will be in a much better position to sell your services and see your business flourish.

Bonnie Platts is a director at AB Beauty Consultancy. She and her business partner Anna Nickless previously ran four salons under the Lavender & Stone brand.

How do I approach a post-pregnancy intimate wax?

The most important factor is that your client is comfortable and the chosen treatment is suitable. In some cases it may be better for her to wait a little longer before a wax. It’s important to listen to her concerns and let her know that it’s OK if she decides to wait. As for when she can have her first intimate waxing post-pregnancy, this depends on the type of birth.

If the client had a natural birth, it is generally safe to have the first intimate wax after eight weeks. This includes all types of intimate waxing, from a classic bikini to a Hollywood.

If your client had a C-section, it is also possible to have an intimate wax eight weeks after giving birth but extra care is needed when working near the area of the scar. Because hair doesn’t grow on scars, this area doesn’t need to be touched, so do not put any wax there. In all cases, it is very important to maintain a continual dialogue with the client, checking in to see how she is feeling and if there is any unusual discomfort.

If clients have had a tear or episiotomy during childbirth, it is advised that they wait six months before having a full Hollywood wax. The scar needs to be fully healed and not be causing her any issues. However, she can have a bikini or extended bikini wax in the meantime.

Marta Zaczkowska is the founder of Waxing Specialist, a London-based salon that specialises in intimate waxing services.

? DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS?

Send your question about absolutely anything to do with running a beauty business to editorial@professionalbeauty.co.uk

How does laser work for semi-permanent make-up removal?

The materials used in semi-permanent make-up and micropigmentation are becoming more resistant in their combinations of pigment. Some of these materials are inorganic and organic combinations, which are harder to remove. There is a growing demand in the industry for quick and safe removal when things go wrong or a patient decides they no longer want this look.

For the most effective removal or correction, we must use the right laser source to eliminate ink particles in the epidermis and the deeper layers of the dermis. We need to use a combination of medical-class wavelengths to have full removal of every variety of ink. I combine three wavelengths to meet each patient’s needs: QS 1064nm, 532nm, and 694nm.

Many clinicians complain of colour change in pigment once a laser has been used. This is due to oxidation of the material in the upper epidermis, which we expect. Once this happens we then re-treat the area with one of the three wavelengths to fade the oxidised ink.

The other benefits of this technique include reduction of scarring in the area and stimulation of tissue remodelling so the customer has a healthy skin surface for new application of micropigmentation in just three months post-removal.

Results are quick, can be applied to all areas of the body and the treatment takes five to 15 minutes. Patients feel very little pain as cryo cooling is used prior to and during the laser removal. The most important factor is having a class 4 medical laser device and the correct training to support the safe removal and best clinical outcome. We suggest a minimum of NVQ Level 3 or ITEC 3/4 and Level 4 core of knowledge.

Sarah McNulty is national educator at Advanced Esthetics Solutions, where she specialises in training clients in laser treatments.

How can I treat the body with peels?

Peeling on the body uses the same protocol as facial peels. However, only a small area on the body can be treated at one time. This means not applying a peel to any area larger than four hand palms – this is equal to the full face, neck, decolletage, upper back or lower back. We also do not recommend layering body peels, as we want to strive for the best results for our clients and not increase the chance of compromising their skin.

For sun-damaged areas like the hands, glycolic, mandelic and pyruvic acid help to trigger collagen production, smoothing and plumping the skin texture. This can be great for the hands, as they are prone to sun damage due to the thinness of the skin.

For the decolletage, lactic and glycolic acid can help minimise melanin production, fade pigmentation and prevent the formation of further pigmentation. This makes it perfect for areas with age spots or post-inflammatory hyperpigmentation.

Some clients find they are extremely prone to blemishes on the back. Our Clarity peel uses 40% lactic and 10% glycolic acid to help to unblock pores, minimise the formation of blemishes and promote a clearer complexion – perfect for congested and blemishprone skin types.

Sunscreen is exceptionally important post-peel as skin is more susceptible to UV radiation. Therefore, it is also essential for the body to help speed up the effects of peeling, and to allow the client to reach their skin goals quicker.