ASK THE Experts

Our beauty experts answer your questions about every aspect of running a salon or spa business

How can I protect myself from insurance claims around advanced procedures?

While you can’t control whether or not a client makes a claim against you, you can do a number of things that are not only good practice but will help you if a claim is made.

Client selection

One of the most important things you can do is at the stage before treatment has taken place, and that is client selection. Look out for red flags and do not treat clients that you think might be suffering from body dysmorphic disorder or have unrealistic expectations about treatment outcomes.

Manage expectations

Understanding your client’s motivations will help you assess whether they are the right client for you. When discussing their expectations, be open and honest about whether you feel they are achievable.

It’s a good idea to document this in your consultation notes as well so that there is evidence that you have had this conversation.

Make sure you document everything and keep records for 10 years

Documentation is key, and this includes timestamped photos and recording the settings that are used on any equipment. One reason practitioners come unstuck when a claim is made against them is that they do not have before-and-after pictures. Take a full medical history and identify any pre-existing conditions. Make sure you document what, if any, cosmetic procedures they have had in the past and if they have ever experienced any side effects. You should keep patient records and data safe and save them for 10 years so that you have evidence if a claim is made in the future.

Obtain informed consent

You must always obtain informed consent. Explain all the risks of the treatment clearly and tell them if there are alternative, more suitable treatments. Make sure that they sign the consent form to confirm they understand. You should also make sure the patient is provided with the relevant aftercare information. It’s recommended that you provide clients with either an electronic or physical copy of aftercare information that they can refer to after they have left the clinic.

Be contactable post-treatment

You must make sure the client is able to contact you post treatment. If you know you’re not going to be available, make sure you provide contact details for a peer or colleague who your client can contact instead. This will prevent the client from panicking if they develop a side effect post-treatment and are unable to contact you, and it can prevent any concerns from escalating.

Have a comprehensive complaints procedure in place

Don’t worry that this might encourage your patients to make a complaint against you, but instead, feel confident that it will provide you with a clear and professional process if you do receive a complaint.

Having a clear and comprehensive complaints procedure in place means that you can deal with any complaints efficiently and consistently if you need to.

Eddie Hooker is the founder and chief executive of Hamilton Fraser, an aesthetics and cosmetic insurance provider.

How do I get more people to watch my content on social media?

Videos on social media are becoming an integral part of modern beauty business marketing. However, getting people to watch your content is another part of the creation process.

Let me introduce you to “the hook”. A hook is a cue used to grab attention and keep someone engaged with your content.

Typically, hooks are used in social media videos at the start; it could be a question, statement or a visual that makes the audience want to keep watching. It aims to spark curiosity or interest within the first few seconds, encouraging people to watch and engage with the content, rather than swiping to the next post.

So, how do we hook viewers and keep them watching our videos?

• Open with a statement that makes a personal connection, like “this is why you…” or “here’s what your routine is missing”

• Say something controversial or unlikely, such as “let’s stop using moisturisers”, as bold statements always breed curiosity

• Ask a question, like “why do we…?” or “are you looking for…?”

• Flip the video and show a twosecond flash of the outcome before showing a treatment process

• Timelapse footage is brilliant at capturing attention

• Headlines or titles popping up on screen

• Use data, such as “83% of patients…”, or diagrams

• Make a thumbnail for your grid, rather than using a frame of the video – it means profile visitors know what to watch

• Eye-catching subtitles or captions also form part of the visual hook and make your socials more accessible

What not to do when trying to hook a viewer

I see a lot of content which isn’t trying to hook the viewer’s attention, for example, “Hello my name is XYZ, and today I’m going to talk to you about microneedling”. If you want to introduce yourself and give credibility, hook first, and then skip back to “I’m XYZ and I’m a beauty therapist”. This way you get the best of both worlds.

Missing hooks in your video will mean fewer views and less engagement with the video, which is ultimately a detriment to your social page, and your business. Great social media – and great hooks – separate

your business from others competing in the same space. If you’ve had a hook work and a video go viral, there’s nothing stopping you from using the same or a similar hook with a different message in your next video. I see clinics and salons produce a great video and then think they must keep being different, but their audience loved what worked the first time, so stick at it!

If your video doesn’t deliver on the hook’s promises, or the rest of the content isn’t as insightful, entertaining or educational, your great hook doesn’t mean anything in terms of clinic success. However, to keep momentum going, nothing is stopping you from re-hooking your viewers in the middle of your video. A lack of clarity in your content will spiral your engagement rate and mean less interest from clients in booking treatments, which is why we do social media in the first place.

Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in aesthetics.

Which active skincare ingredients and treatments are good for menopausal skin?

With the gradual shutdown of the ovaries, oestrogen – especially 17 beta-estradiol – declines, disrupting the balance of skin moisture and oil. Clients may experience periods of oiliness and dryness. The decline in oestrogen leads to thinner, less firm skin. Wrinkles become more prominent, with studies indicating that women’s skin may lose about 30% of its collagen during the first five years of menopause. Reduced sebum production causes dryness and sensitivity, while lower estrogen increases hyperpigmentation and enlarges pores.

How do hormones affect skin structure?

Oestrogen is crucial for skin health as it supports collagen production, enhances moisture retention via hyaluronic acid, and regulates key proteins like elastin. When oestrogen levels drop, skin loses resilience and repair capacity, leading to fine lines and wrinkles. Diminished blood flow delivers fewer nutrients, further thinning skin and causing dryness. This hormonal imbalance also triggers sensitivity and irritation, even to products that were once well-tolerated.

Which ingredients can help address these concerns?

Holistic care is essential when addressing menopausal skin. One standout ingredient is pure laminaria digitata seaweed filtrate – packed with vitamins, amino acids, minerals and antioxidants that hydrate and nourish. Its phytonutrients mimic oestrogen, helping restore balance during this transitional phase. Along with seaweed extracts, other natural ingredients play a crucial role. Niacinamide (vitamin B3) improves skin texture, evens complexion and minimises fine lines. Sodium hyaluronate – a derivative of hyaluronic acid – locks in moisture and boosts hydration.

To further support skin during menopause, mastic oil and mastic water, derived from the mastic tree (pistacia lentiscus), reduce oiliness, minimise pore size and alleviate dryness, fine lines and dark spots. Additionally, oxidised glutathione, a naturally occurring tripeptide composed of glutamic acid, cysteine and glycine, plays a vital role in preventing oxidative damage while helping maintain an even skin tone. Trifolium pratense (clover) flower extract, rich in plant hormones, has been shown to reduce wrinkles and enhance skin firmness, making it a valuable component in firming treatments and serums, and bellis daisy is recognised for its breakthrough ability to reduce hyperpigmentation, leading to a more even complexion.

Peptides are integral to rejuvenating perimenopausal skin. Messenger pentapeptides, biomimetic peptides modelled after natural collagen fragments, signal the skin to boost collagen production and restore firmness.

Biopeptides, sourced from marine extracts, help counteract elastin degradation and enhance elasticity, and palmitoyl–GHK tripeptide (also known as palmitoyl oligopeptide) promotes smoother skin with reduced wrinkles and contributes to a more youthful texture.

Lydia Sarfati is an aesthetician and founder and chief executive of skincare brand Repêchage. She is also the president of Cidesco Section USA, an educator, and author of Success At Your Fingertips: How to Succeed in the Skin Care Business.