apj vol 20 2014
DESCRIPTION
Aesthetics Practitioners Journal Volume 20 Autumn 2014 - The official publication of the Aesthetics Practitioners Advisory Network (APAN)TRANSCRIPT
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Autumn Issue Volume 20. 2014
PRACTITIONERSPRACTITIONERSAESTHETICS AESTHETICS
The official publication of the Aesthetics Practitioners
Advisory Network Pty Ltd ISSN: 1836-9812 JournalJournal
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APAN AUSTRALIAN
AESTHETICS
CONFERENCE
2014
APAN AUSTRALIAN
AESTHETICS
CONFERENCE
2014
INDUSTRY REPORTS, NEWS AND PRODUCTS
REGULATIONS, EDUCATION AND TRAINING
SCIENTIFIC RESEARCH, TREATMENTS AND
TECHNOLOGY
BUSINESS, PERSONAL AND PROFESSIONAL
DEVELOPMENT
SEMINARS, EXPOS AND CONFERENCES
8-9 CEOs Heart-2-Heart Report
36-39 How to set your Business Nets to capture new clients and
achieve Higher Business Yield in 2014
58-59 Member Profile
78-81 Aesthetic Industry Bulletin
88-89 Product Innovations
90-91 HairPort 1 The Evolution of a Business
22-23 Are you ready for the new Degree Qualification in Clinical
Aesthetics?
32-33 Mastering the Art of Eyelash Extension
40-43 Stratum Corneum The futuristic Battleground for
ingredient application
108-109 The power of your Informed Consent Form in protecting
your practice
120-121 Bullying The New Law
34-35 The new Era of Multi-Functionality reshaping the cosmetic
world
44-45 The ritual and purpose of Skin Cleansing
54 The new advances in Radiofrequency for Skin Tightening
and Body Shaping
68-70 Early Research shows link between Probiotics and clear skin
100-102 The Healing benefits of Birch Bark
103-105 Scientific News
106-107 Carrots and their role in skin and body health
110-113 Looking at the verdict on Milk
116-118 New Research findings on the benefits of Avocado
16-17 The role of the Profit Maximising Specialist in Business
Development and Growth
18 Taking the stress out of employing staff through correct
Employee Record Keeping
20-21 The New Crowing Glory of Communication Content
Marketing
24 Ask the Expert
48-49 From Strength to Strength
66-67 Are you ready to Evolve your Business?
82-86 Business News
92-93 Are you planning to Hire New Staff?
94-95 Etiquette and your Competitive Advantage
96-98 Reaching your sales targets with ease
114-115 Is Your Computer Safe From Attacks?
28-30 APAN Australian Aesthetic Conference, WA Speaker
Program
31 APAN Australian Aesthetic Conference, Perth WA
50-52 Laser and Cosmetic Medicine Conference
60-64 Another successful APAN Aesthetics Conference (Gold
Coast)
72-76 What's new in the Business of Beauty A Report on
Cosmoprof Asia 2013
123 APAN Australian Aesthetics Conference 2014
APJ 4
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Happy, Productive Staff
are the Backbone of a
SUCCESSFUL BUSINESS
Let us help you find them
and keep them
Phone today
to learn how!
APAN has the answer!
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Aesthetics Practitioners Advisory Network (APAN) P: 07 5593 0360 | [email protected]?
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EDITORS OTEN
W Welcome to the first issue of APJ for
2014. This is a new year with new
dreams and expectations, so plan to
achieve your goals and don't allow past
discouragements to rob you of your
enthusiasm for great thing to be achieved
this year set yourself up for success and
start with a determined attitude.
This year I am implementing a gratitude diary. Each morning I take a
few minutes to reflect on what I can be grateful for and prepare myself
for a positive day.
While the world will always have something to moan about, I choose to
look to the good news that I can hope to add to through my efforts and
commitment to be a catalyst for positive change for those I come in
contact with and also for my own life.
Indeed, while there is a mixed bag of positives and negatives when it
comes to the economy, I believe the Federal Government is doing its best
to get the budget into surplus, meanwhile our industry can be dependent
on to cheer up consumers with our offerings. Technology has given us
some amazing advancements that will allow us to offer even better
services than ever before.
Last week I tried a RadioFrequency facial treatment as well as my first ultrasonic cavitation with RF for body contouring and I can
tell you first-hand, I saw results that I have been able to sustain with just one treatment. This is one technology I will definitely
invest in. To encourage you to do the same, in this issue of APJ we feature several technologies, and for those who believe that the
natural approach is the best option, most of these technologies have been used for healing purposes. What they now offer us is a
wonderful array of tools to achieve amazing results.
There are several great business articles, as well a great article from Terry Everitt on the epidermis from a more scientific
perspective. I found this article very exciting as it offered a glimpse of things to come. We are entering an exciting era of higher
education that will open up to us new possibilities and indeed bring a new level of professional excellence and intelligence to our
industry.
When it comes to expos and conferences Terry has also submitted his observations on last year's Cosmoprof Asia, which pretty
much supported my observations of changes in global trends. Tarnya Grice presented an excellent report on the 9th National Laser
and Cosmetic Medicine Conference that was held in Sydney in November last year with some interesting information.
This year APAN is staging three exciting Conference programs. Our first one will be in Perth, Western Australia on the 25th May.
We have some great topics and amazing speakers, so if you can attend this event please plan to be there, we would love to catch up
with you. Otherwise check out details about our other two events in Sydney and Hobart.
May this year be a great success for you and I trust
you will choose to allow us to be part of your most
trusted support structure.
Tina Viney, Editor
APJ 6
http://www.facebook.com/APAN.page
Follow APAN on http://twitter.com/#!/apanetwork
@apanetwork
APAN Website: http://www.apanetwork.com
APAN Office Email: [email protected]
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APJ 7
Editor
Typesetting & Graphics
Advertising and Marketing
Publishers
Design & Production
Artwork and Editorial
Printed for
Accounts Payable
Journal Advisory Board
National Advisory Council
ISSN: 1836-981
Circulation 6900
Tina Viney
Phone: (07) 5593 0360
Fax: 07 5593 0367
Email: [email protected]
Web: www.apanetwork.com
Mark Viney
Kharis Enterprises Pty Ltd
Tina Viney
Phone: 07 5593 0360
Aesthetics Practitioners Advisory Network
PO Box 5448
Q Super Centre Qld 4218
Australia
Fax: 07 5593 0367
Mobile: 0412 177 423
Email: [email protected]
Kharis Enterprises Pty Ltd
Kharis Enterprises Pty Ltd
8 Parkdale Court
Robina Q 4226
Phone: 07 5593 0360
Fax: 07 5593 0367
Mobile: 0412 177 423
Email: [email protected]
Aesthetics Practitioners Advisory Network Pty
Ltd
ACN 136 987 169
ABN 25 136 987 169
Aesthetics Practitioners Advisory Network
PO Box 5448
Q Super Centre Qld 4218 Australia
Terry Everitt Education features
Wendy Neely PR and Marketing
Dr Douglas Grose Scientific content
Caroline Nelson Business Features
John Fergusson
Terry Everitt
Bill Anton
Gill Fish
Vanessa Kirkham
Maureen Houssein-Mustafa
Print Post Approved [100000257]
The Aesthetics Practitioners Journal is the official publication of the Aesthetics
Practitioners Advisory Network Pty Ltd, a network organisation established to service the
needs of the aesthetics industry in the area of professional development and business
networking. The Aesthetics Practitioners Journal is published quarterly for the benefit of
its members and subscribers and aims to inform and educate its members on better business
practices and industry advancements.
All editorials and articles that are submitted for publishing remain the property of
Aesthetics Practitioners Advisory Network Pty Ltd. Reproduction in part or in whole is
not permitted without prior written authorisation by the publishers. Every effort has been
made to ensure that all scientific and technical information presented is as accurate as
possible at the time of publishing. However, members and readers are highly
recommended to also seek external advice from their accountant, registered financial
adviser or healthcare professional for their recommendations.
Welcome to APJ
FRONT COVER
Vogue Image Group
1800 544 545 | 03 9821 0033
Email: [email protected]
See pages 12-15 for further details.
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be so laden down with pressure that we fail to identify valuable Dear colleagues and friends
opportunities that can change our lives.
When I saw this quote it immediately resonated with me and
Some of the best opportunities we miss are those that are my position in the industry.
designed to help challenge our thinking and transform us into
more vibrant, enthusiastic and optimistic individuals, because I have spent 17 year as a beauty therapy lecturer in the past
only in such a positive state of mind can innovative ideas come to and during that time while I loved imparting my knowledge
light that are truly uniquely our own. These environments are to the students, more then anything I wanted to leave an
usually either found at conferences or through formal education, impression on them that would change their lives and go far
both of which I strongly support.beyond the one year they spent with me. Indeed, I am a
strong believer that for knowledge to transform someone it
Sometimes you just have to stop procrastinating and seize the must touch their heart where they can take the information
moment. I hope that you take such steps this year and decide to and make it their own. The acquisition of knowledge should
invest in dynamic environments that will equip you with new give us more than the ability to pass our exams, it should also
knowledge and information and give you the fortitude to pave the transform us as individuals.
way for a better tomorrow. I invite you to include in that list your
attendance to one of our APAN Australian Aesthetic Today, my main communication platform is either this
Conferences. journal, my blogs and social media tools as well as my daily
consultations with members with whom I speak over the
phone, helping them overcome and solve their problems. I
also speak at our APAN conferences, but I no longer teach, so
hopefully through these splashes of communication I may
awaken in you something that will ignite your own passion
about where you are now and where you want to be, and
hopeful help you identify the tools that will get you there.
Every State has its own unique program. This allows you to
attend more than one event if you wish as the seminars presented Recently I become aware of the statement Carpe Diem and
at each location will be different. What we do promise is that at was intrigued by its relevance to life and our profession. For
each of these events you will gain valuable and life-transforming those who are not familiar with the term 'Carpe diem' is a
information. Latin expression that means 'seize the day'. However, the
more pedantic Latin scholars translate 'Carpe' literally as
'pluck', with particular reference to the picking of fruit, so a
more accurate rendition is 'enjoy the day, pluck the day when
it is ripe'. For me Carpe Diem suggests that life will always I want to cover another important matter that concerns me and
present us with moments that are pregnant with opportunity, that is the issue of industrial relations.
ripe and ready for the picking. What is needed is for us not to
This year we are staging them in three locations, so why not
attend the one closest to you:
PERTH: Sunday May 25th
SYDNEY: Monday August 25th
HOBART: Sunday October 26th
CARPE DIEM
THE APAN POLICY ON WAGES HELPING YOU
MINIMISE YOUR STRESS
APJ 8
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The CEOs Heart-2-Heart
REPORT
I am not a teacher, but an awakener.
Robert Frost
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Running a business can be difficult and we want to ensure
that all businesses can operate with the minimum amount of
stress. Our analysis has identified businesses that
predominantly struggle with getting their wage rates correct
as well as dealing with industrial relations issues with their
staff. At this point I want to clarify APAN's position on the
matter and explain why we have this policy.
As an organisation we recognise that often stress is as a result
of getting the wrong information, particularly when it comes
to wages. Getting it near enough is not good enough. While
your employees may not notice at first, in the event of a
grievance the number one issue that arises is Have I been
paid correctly?
It is alarming to note that several times members who have
sought advice from other bodies have sometimes been given
the wrong rates, this is possibly because they did not provide
the
At this point I wish to report that currently
as part of the Working Group with
ARPANSA we are preparing information
for the drafting of the Regulatory Impact
Statement for the development of
regulations for the use of IPL and Lasers.
This work is currently under way and it is
anticipated that it will finalised by 2015.
As national regulations will soon be
introduced it is imperative that all
practitioners review their qualifications
and consider upgrading them to ensure
they can meet the minimum qualification
requirements, as legislation will definitely
include the need for formal qualifications.
Currently Service Skills Australian is
looking at introducing over 19 new units to
address the current changes in the industry,
including IPL and laser qualifications.
Additionally, formal qualifications are available through all the
colleges featured in this journal, so we encourage you to explore
your options and invest in this area.
As an organisation, APAN is committed to defending the future
of the industry in specific ways through actively engaging in
working groups, advocacy and lobbying on behalf of the
industry. We are very committed to such matters as we recognise
that the industry needs a voice at such levels. As a result, a certain
percentage of membership fees go towards such activities. At this
point in time I would like to thank all those who have invested
financially in their APAN membership and acknowledge my
appreciation for your trust and support.
On our part, I confirm that APAN is highly committed to your
success at every level possible. If you are not a member of APAN
and would like to join our community of practice, or for further
information, please email me on [email protected] or phone
organisation with sufficient details to determine the 07 5593 0360. We would be delighted to listen to your needs and
correct answer. We don't want this to happen to you as we look at ways to help you succeed in your profession and your
recognise that errors can happen. For this reason APAN's business.
policy is that all wages and industrial relations issues are
addressed by a law firm that specialises in industrial relations
issues and business law. Because we recongise how easy it is
to make a mistake we only offer legal advice and that is given
to you in writing from a specialist lawyer. The standard
turnaround time that you will get your response is usually Tina Viney
between 12 to 24 hours. In that way we can ensure our Chief Executive Officer
members are getting the best professional support possible
and the maximum accuracy.
PLEASE don't take the risk of not
getting it right by just seeking verbal
advice, the risk is not worth it.
IPL AND LASER REGULATIONS
APJ 9
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Experts in skinExperts in skin
2 out of 3 women say they would buy Australian skincare in preference to an overseas brand*Skincare & Lifestyle Survey 2013
APJ Spring drafts 1.indd 22 11/02/2014 10:56:23 AM
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Experts in skinExperts in skin
all productsRRP
skinstitut.com
Australian madeAustralian owned No animal derived ingredients
APJ Spring drafts 1.indd 23 11/02/2014 10:56:24 AM
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coverstory
APJ 12
Luca Mora is quietly-spoken, but a passionately committed director
and trainer of two powerful innovative brands in cosmeceutical
skincare and equipment. These world-leading names are instantly
recognisable, SKEYNDOR and SORISA. Mora's knowledge of both
ingredient science and treatment protocols for leading results is
unparalleled. She is very much a researcher of ingredient information
as well as a hands-on practitioner/trainer with many years of industry
experience, and she has no hesitation in freely sharing this
knowledge to all she trains.
Now launching the advanced Power Hyaluronic, APJ caught up with
Luca for a very personal interview on her insight, knowledge and
expertise of industry developments and the effective use of products.
APJ Q1. Luca, you have extensive knowledge and
experience as a therapist and trainer in results-oriented
procedures and technology. What is so exciting about
the new Power Hyaluronic formulation and how is it
more advanced than previous formulations?
Luca:
APJ Q3. Can the results become longer-lasting if used
with technology and if yes, which technology has proven
to provide higher results?
Luca:
! VLMW HA (very low molecular weight)
APJ Q4. You have been in the industry for many years.
What changes do you believe salons need to understand
and prepare for to meet with the constant demands of
consumer expectations?
Luca:
APJ Q2. What skin type does it best suit and what
treatment results can a salon expect?
Luca:
1. Effectiveness:
2. Safety:
,
3. Environmentally friendly:
microcapsules expand 30 times its size in the skin, plumping and
filling the lines instantly. The Corrective Line was honoured at the
Asia Spa Awards 2012, winning Best Anti-ageing Product of the
Year.
Corrective also works very well in supporting the life of injectable
fillers. Corrective can make the injectable act faster in the skin and Power Hyaluronic is a completely unique formula that differs
will also maintain the effect and prolong the time between injections. from anything on the market today. Generally speaking, companies
It is also given to patients at cosmetic surgeons as an aftercare product. use High Molecular Weight or Low Molecular Weight Hyaluronic
Acid, but Skeyndor Power Hyaluronic uses both. Additionally PH has
encapsulated magnetised water that reaches below the surface of the
skin, normally water molecules cannot achieve this. Skeyndors
technology opens the aquapores to allow the water into the cells and
will achieve sustained hydration within the skin and a specific The Power Hyaluronic is formulated to effectively release its
molecular size to achieve the objective:actives to the deeper layers of the skin through enhanced delivery
is the only size HA that technology. It is also compatible using iontophoresis, ultrasound or
can penetrate to the dermis. This is where the main skin reservoir Skyndor's Meso-Science device that has amazing capabilities to
of HA is found. improve skin firmness and brighten the complexion.
VLMW HA is involved directly in the synthesis of new endogenous
HA, which allows the maintenance of youthfulness (for younger
clients) or regain (for more mature) optimum levels of HA for a
perfectly hydrated skin.
With the help of other assets designed to increase the synthesis of
We have to understand that we are now dealing with a very aquaporins and ceramides, Power Hyaluronic perfectly regulates the
different consumer than we did a few years ago when your client only skins water dynamics. By that I mean the inflow and outflow. In
reached out to you as the expert to be informed of their options. turn, the skin always has the right degree of hydration to ensure a
Today's consumer is information-savvy. They conduct their own healthy skin.
research over the net and check out what is considered the best options
for them, not only in Australia, but also across other countries.
Consumers today have several concerns when it comes to their skin
that we as professionals need to fully understand and address. The
chief concerns are: All skin types, but it is particularly beneficial for dehydrated
Which products can deliver the best possible and mature skins. Anyone over 20 years of age can use Power
results and effective solutions for their concerns? They also want Hyaluronic. It is a must for pre and post-menopause skin, when the
the results to be evident, immediate and long lasting.skin's hydrodynamics can change dramatically and the skin can
become very dehydrated due to hormonal changes in the body that There is also growing interest in the safety parameters of
accelerate water loss in the skin leading to an increase in lines and the product. Are the ingredients safe to use, especially if they
wrinkles. penetrate deep down? They also spend time and are fiercely
interested in ingredients before accepting the products.
We are also combining HA with our Corrective range, which has Consumers continue to also look at
filling effect with expanding microcapsules of hyaluronic acid (the issues such as, is the product or the ingredients tested on animals
The launch of the new
Returning what time has taken away
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APJ 13
and are they environmentally friendly?
There is also a strong
interest in bio-technology. They prefer
ingredients that
All these factors should be taken into
consideration when we communicate with our
clients.
Those specialists and therapists that
consistently update their knowledge and skills. In addition they need that is not part of its own physiology.
to be aware of the latest information on research findings and new
technologies. And be able to introduce leading quality innovative Alternatively, in aesthetics we often work with technologies that have
products and treatment solutions to their clients. They look for brands been used in medicine for healing purposes. These include light-
that are market-leaders that can offer the very best results leading based technologies like Photocare LED that offers incredible anti-
products and techniques. This allows them to meet and satisfy the high inflammatory properties, or the Accura microcurrent that works on the
expectations of the discerning and well-informed client. cell's DNA to stimulate the skin's own ATP energy, naturally and more
gently supporting the skin's regeneration. This protocol primarily
Skeyndor understands that the modern clinic and salon has to
meet with fierce competition, not only with each other and
the internet, but also other facets in the industry such as
cosmetic clinics providing injectables and other protocols
available that offer fast, visible results.
Skeyndor therefore focuses on products and treatment
solutions that can confidently compete with these
expectations real outcomes that clients can see and invest
in.
Skeyndor is not only committed to leading cutting-edge
innovative products, but has also developed comprehensive
treatment approaches. These systems allow for the continued
and incremental improvement of the skin and body in a
sustainable way for both short-term and long-term
improvement.
This is now a necessity for salons and clinics in order to be works with the body's own electrical charges and more closely with
able to keep their clients loyal. For example, Skeyndor has developed nature rather than against it. Most of the aesthetic electromagnetic
solutions for rebalancing the skin's pH and improving its hydration modalities trigger the body's own physiology to heal itself, and
levels so that the skin becomes stronger and its health is restored. This therefore, assist the skin to act more like a younger skin. By
then allows subsequent treatments, such as improving skin clarity, understanding how the body works we can select products and
brightening the complexion and fading and eliminating technologies that can support the body and achieve new set-points,
discolouration and pigmentation, to be more successfully achieved. while minimising the impact of factors that contribute to ageing. We
now have the tools to do this, and with the correct technology, training
In addition, they offer another phase for lifting and toning the skin so and knowledge, we can offer immediate and long-term results,
that it can act and look noticeably younger. This is achieved through meeting the requirements of today's consumers. We are finally able to
new product formulations that can better penetrate the skin, as well as achieve results that can make the skin look five to 10 years younger,
equipment technology that can stimulate and energise the skin to and we should be promoting that.
respond and act more like a younger skin.
While fillers may work to enhance the appearance of the skin, in some
instances they may stress the skin and can trigger inflammation. There
are always risks involved when something is introduced into the skin
While our new Power Hyaluronic system supports and
optimises skin hydration, we also have two other market leaders.
These are Power C+ and Global Lift. We know that collagen and
elastin are the key proteins that give skin structure and volume. We
therefore need to strengthen the skin and the best way to achieve this is
by offering effective lifting and toning. Power C+ is an amazing new-
generation, fat-soluble Vitamin C in ester form. It combines
pomegranate extract enhancing its absorption into the skin. This
4. Biotechnology:
.
APJ Q5. In your experience what are
the characteristics of the most
successful salons. What are they doing
better than struggling salons?
Luca:
APJ Q6. Tell us a little about other new-generation
skincare formulations that Skeyndor offer and what
results do they offer salons and consumers?
Luca:
are naturally derived
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powerful formula stimulates collagen synthesis and in Europe is held devices. Consumers are comfortable that appropriate
considered as the highest-strength Vitamin C on the market. technologies are part of the latest tools in skin improvement and anti-
ageing results. It therefore stands to reason that as a professional you
With Global Lift, Skeyndor has untilised a series of scientific are also using appropriate technology to achieve professional results.
strategies aimed at preventing ageing signs at a more definitive and Another feature that consumers are familiar with is the benefit of
effective level. This is achieved through a series of advanced and multi-fuctionality.
progressive anti-senescence marker techniques. The aim of these
marker techniques is to improve the functionality of cells that have a As a salon owner starting out in your practice or business even with a
slow metabolism and, which can cause skin to lose its fullness and limited budget you can still have quality professional equipment that
definition, and a host of other age reflectors that we recognise as offers various technologies in the one unit.
traditional markers of ageing.
We offer the ACCURA, which is an extremely cost-effective modern
The Skeyndor scientific team developed [ProGEN-in], an exclusive device that combines various technologies in the one device so that
and unique technology (based on these anti-senescence therapies) to every specialist can achieve superior and high-standard results.
specifically target and get to the source of the problem: Progerin, a
protein responsible for cellular ageing.
, winner of the
If your budget can stretch a little further, one exceptional piece Innovation Zone Best Ingredient Award 2012 at In-cosmetics,
of equipment is the SkinLight. This machine offers seven different Barcelona 2012. This is an enzymatic inhibitor with an anti-
functionalities including:progerin (inhibits progerin production; progerin increases as the
Diamond Microdermabrasion for face and body exfoliationcell ages) and anti-elastase (reduces enzyme that breaks down
elastin) effect that combats flaccid tissue in mature skin. Lymphatic drainage for improvement in skin immunity and
circulation, a potent next-
Electroporation for enhanced product penetration generation antioxidant that protects cellular vitamin C content, an
essential cofactor in improving the quality and quantity of LED for anti-inflammatory and anti-ageing properties and to
collagen in the skin. Menyanthes trifoliate has been used for heal the skin
centuries to treat scabies, which as we know is as a result of severe Cryotherapy to cool, decongest, increase skin comfort, firm the
vitamin C deficiency. skin and assist in stabilising actives.
For the body the Impact offers Ultrasonic Cavitation that merges is the third active ingredient. These
technologies such as electroporation for effective body sculpturing molecules act in the deeper skin layers (reticular dermis) to
and shaping to deliver fantastic results in improving body shape and improve the skin's supportive properties, particularly in
supporting weight-loss efforts.prematurely photo-aged skin and skin that lacks tone and
elasticity. Black pepper stimulates the fibroblasts and also
We offer numerous technologies to suit every budget and professional stimulates the reticular dermis and therefore has the ability to
need. With new advances in multi-functionality many of our machines strength the skin against sagging such as in the jaw and neck. It
offer both face and body treatment options in one. We also offer supports the skin in areas such as a double chin, a result of a lack of
affordable leasing options to assist any business wishing to improve tone. In the past products could only work to a more superficial
results, their scope of treatments and grow into a reputable and level of the papillary dermis, however, we now know that we
successful business.need to reach the reticular dermis if we are to achieve effective
lifting and toning in the skin.
There has been an amazing amount of research and development into
the formulation of the Global Lift Skeyndor has developed in order to The new direction towards the clinical approach is all about
support us all to look younger. It is amazing that we now have the tools results, but unfortunately what is being lost is the whole issue of client
to restrain progerin, which we know is the cause of ageing skin as well relaxation, comfort and experience. This is not luxury and in fact it
as glycation. In fact, even in forensic science it is the progerin markers strongly contributes to your respect and connection with your client
that are measured to determine the age of the person's body.and is the crucial part of the wellness and the feel-good experience that
is often neglected. It is important that we don't lose this in our quest to
As progerin builds up in the body it breaks down the walls of the cell achieve clinical results. There is sufficient evidence that clients want
nucleus and contributes to its ageing and degeneration. Global Lift the full package results, plus the feel-good experience. In fact, this
literally stops the formation of progerin and makes the skin look may be the one deciding factor that ensures your client returns
younger for longer. It can help reverse the look of ageing skin by up to because, you not only want to make her look good, but also feel
six to 10 years with noticeable firmness and fullness.fantastic after their visit with you. You cannot underestimate the value
of this as an important part of the equation.
Clients today are familiar with technology. In fact, in the next
2-3 years over $40 billion will be spent on the development of hand-
APJ Q8. If a salon is looking for sustained long-term
results in terms of lifting and firming (anti-ageing), which There are three specific active ingredients in the Global Lift that
currents and technology can offer them the most allows it to achieve this:
effective tools to achieve this?1. A biomimetic peptide derived from Elafin
Luca:
!!
2. Menyanthes trifoliata extract (Bogbean)
!!
!
3. -g lucans and B lack Pepper ( Piper n ig rum)
rhamnogalacturonans
APJ Q9. If there was one thing that you believe that
aestheticians should lose, what would that be?
Luca:
APJ Q7. Why is the use of technology in a salon or
clinic becoming so important and which ones would you
recommend for someone to start with and why?
Luca:
en
For further information please contact
VOGUE IMAGE GROUP 1800 554 545/03 9821 0033
APJ 14
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1800 554 545For a copy of the Clinical Trials or toarrange a demonstration please contact
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businessspecialist
APJ 16
Last year after one of my business-development seminars I had a 5. Service and Retail analysis
delegate come up and say to me ,Caroline, you are the beauty 6. Customer Service Policy
business whisperer. What a lovely compliment. But this got me 7. Procedures and Systems documentation
thinking about what I do when helping salon, spa or clinic owners 8. Employee Appraisal
improve their business. And to consider if the popular term of business 9. Business Plan and Financial Management
coach or mentor best describes what I provide. On deliberation and 10. Marketing Strategies and Plan
while I liked the 'beauty business whisperer' title, I believe what I
consider myself to be is a Profit-Maximised Specialist. I generally find conducting the business analysis engages my clients
more fully with their business and allows me to quickly find the best
So what is the role and requirements of a profit-maximising specialist solutions to specific challenges they might be experiencing. It also
and what can one do for a business? First, the specialist needs to uses assists me to link solutions, effective strategies and time-line plans to
their industry experience, expertise and in-depth analysis of the reach business goals. Conducting your own analysis could be a real
individual business to identify strategies that will increase revenue eye-opener on just how well your operating systems are working or
and market share by improving competitive advantage. In addition not working.
they help businesses to grow by solving problems and finding new and
better ways of doing things, thus increasing the value of the business. Once the a business needs analysis has been completed many business
As the old saying goes two heads are better than one and this is owners who have previously been overwhelmed and plagued with
certainly the case if you want to grow a hugely profitable beauty indecisions will not only have a clearer picture of how their business is
business. currently operating and how it could improve, but also be more
confident in commencing on the necessary changes.
While I would like to see all businesses have the support of an expert
specialist to assist them in these areas, this may not always be Improved and efficient strategies will have a positive influence on
possible. It may not even be necessary if the business is flourishing, sales and will assist in increasing your revenue, while supporting
prosperous and highly profitable. But if it isn't then let's consider some employees in reaching sales targets. This in turn relieves
of the ways a profit-maximising specialist could improve the business management and staff stress, making for a happier workplace. At this
and the success strategies that would be applied. point I have had many clients say it's like a pressure valve has been
released, reducing stress levels of all concerned.
Before any changes or improvements can be implemented I complete
an in-depth professional Business Needs Analysis of my clients The business needs analysis report is also a 'blueprint' or plan. But
business and measure how effective the current operations are why is it so important to have this 'blueprint' or plan? To start with I
working. You could use this list to guide you in completing your own think you would agree that if you were building a new house you
analysis. would expect the builder to use architectural plans and engineering
blueprints during the building phase, especially if you wanted the
house to have the desired features and to look and function how you These are the 10 key areas of the analysis:
wanted it to. 1. What is the businesss USP Unique Selling Proposition
2. What are the business's Strengths Weaknesses
The same goes with your business. If you want it to achieve your goals Opportunities
and financial objectives you and your team will need to know the 3. Competitor analysis
resources that are necessary and how best to utilise them. A blueprint 4. Client data analysis
The Role of the
in Business Development and Growth By Caroline Nelson
PROFIT-MAXIMISING SPECIALIST
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APJ 67
is like a very effective checklist, allowing everything to be ticked off direct competition to you, to the Internet that now not only allows
as a project is completed. customers to buy many of the products you are selling them, but also at
prices that are often cheaper than what you can buy them from your
suppliers. Additionally, many of the services that clients were coming
to us for can now be done at home. They can even purchase online
some of the technologies we think are just available to us, such as As business owners we are responsible for our own success, but it goes
hand-held IPL and skin-toning devices. While we are aware that these without saying that we need to give ourselves every chance to
home-treatments are not as effective as a salon or clinic service, we are succeed. To do this we need to know that each business decision we
still losing some of our market share.make is based on accurate facts so that all actions we take will move us
closer to achieving results. Often even with all the facts we may be Having a profit-maximising specialist, business coach or mentor isn't
lacking the wherewithal, knowledge or skills required. a luxury, it's a necessity your business must have if it's to keep up,
grow and continue to be profitable. They are invaluable to give you a Our industry is undergoing rapid change and the more competitive it
fresh perspective, identify weaknesses and illuminate new becomes the harder it is to keep pace with the necessary changes we
possibilities, and to provide you with proven business-building also need to make. Innovations in technology, changes in consumer
strategies. spending habits, cyber marketing through websites, emails, social
media, and new management strategies all need to be addressed. So how did your business stack up in the 10 key areas of the Business
Some of these areas you will have the necessary skills, while others Needs Analysis? Are you confident that all 10 are working efficiently?
you may not, but if you don't then your competitors who do will have If they are then you are to be congratulated, but if you honestly see
the competitive edge. This is why having someone with expert some weaknesses or deficiencies then you should take action to turn
knowledge to advise and support you will be invaluable. things around. Whether you are skilled enough to accomplish this
yourself, or you need to get an expert's advice, whichever the case may As a leader of your team you need to have accountability strategies in
be, make sure you have positioned your business for sustainability and place so that you can monitor, compare, and benchmark their progress
ongoing success. and sales results and put into place any training necessary for
improved performance, depending on their productivity or lack Copyright Caroline Nelson 2014
thereof. But who are you accountable to? Who can monitor, compare,
and benchmark your progress and sales results, and who is skilled to
train you in the latest management and marketing techniques?
The beauty and aesthetics industry is undergoing huge challenges,
from medical practices that have jumped on-board and are now in
CREATING THE RIGHT CONDITIONS FOR BUSINESS
SUCCESS
Caroline Nelson is a beauty industry expert with over 40 years experience who
specialises in business development for salons and spas. Visit
www.SalonSpaBusiness.com to see her full selection of Beauty Industry
business tools and up-coming Business Development seminars.
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apan helpbusiness
APJ 18
If you employ staff in your business, you'll already know the
importance of paying them correctly and on time. Employment Agreements, as well as
Human Resource Templates
Being aware of your obligations for providing pay slips is equally Annual leave application guidelines
important, although an often less understood requirement. APAN can Flexible work arrangements guidelines
assist you in making sure you have the correct documentation to meet Parental leave
with your legal obligations and can provide you with simple advice.
Once you have the right format in place it makes life so much easier Maintaining correct records will not only gain you the respect of your
and stress-free.employees, but will also remove unnecessary stress. Without correct
record-keeping documentation you may feel insecure and potentially Many of the frustrations that businesses encounter are due to
sitting on a time bomb when some misunderstanding may occur insufficient or a lack of structure when it comes to employee
between you and your employees.engagements. For example, some of the legal requirements you
should be aware of include:
Giving all employees a pay slip within one working day of their A salon owner phoned in total panic when one of her employees
pay day, even when they're on leave.notified her that as of the following day she was taking her annual
Making sure the correct information is provided on the pay slip.leave. As she was a casual employee she felt that it was within her
Issuing the pay slip either electronically or on paper.rights to take time out and join family members on a holiday overseas
with just one day's notice. Meanwhile, the employer had ongoing
bookings for her without anyone to replace her. While there was a
Use plain English loose policy in her Workplace Agreement about annual leave, if she
Give pay-slips to staff securely and confidentially in an easily was required to complete an Annual Leave Application form this
printable format would have necessitated that she first communicate with her employer
Ensure your staff can access and print their pay slips in private. beforehand.
Not providing a pay slip, or providing one without the required We regularly receive examples of communication breakdown
information, can result in a fine for your business. between employers and employees and most of them are as a result of
a lack of agreements in place and appropriate record keeping.
APAN can provide you with a full set of documents that are available
as templates so that you can duplicate them as the need arises. You If we can assist you in this regard please contact APAN for further
therefore only need to purchase them once. These include: details. You can purchase these documents from us. Better still, join
Employment record details APAN as a member and receive these documents at a discounted price
and ongoing advice and support for free.Payslip templates
Weekly wage records
Time sheets
Roster templates
We also prove you with:
!!!!!
Here is one example:!
!!
It's also recommended that you:
!!
!
!!!!!
Phone APAN on 07 5593 0360 or
Eemail [email protected]
Taking the stress out of employing staff through correct
EMPLOYEE RECORD KEEPING
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businessmarketing
APJ 20
Any business requires a constant stream of committed clients
that will trust and engage with them for their products and
services. While a number of loyal clients may make the core of
your business, a certain percentage will drift away due to varying
reasons, so part of any successful business is to have a
constant plan and strategy that improves client engagement and WHAT IS CONTENT MARKETING?
growth. However, with the plethora of social media and the
multiple means of communication, is your message getting lost
or overlooked as consumers are constantly flooded with emails
and other social media messages? However, there is now a
solution.
Content Marketing is the new strategy that is achieving amazing
results. It is a new discipline that utilises the social media
platform with a more sophisticated approach to engagement.
Gill Fish is the director of Brand New Solutions, the leading PR,
Branding and Business Development agency in the health and
beauty arena. Here she explains social marketing and why it so
important in achieving client growth in the era of high
technology.
The advent of social media that is driven by the power of 24/7 online
via mobile phones, tablets and desktops, the ability of brands to build
longer-lasting meaningful relationships that enable call-to-action
messaging in subtle ways, rather than with a hard sales focus, has led
to the explosion of what is known as Content Marketing.
Content Marketing (CM) is acknowledged as the new black of
Communications, defined by the Content Marketing Institute as a
marketing technique of creating and distributing engaging, helpful
and informative content to attract, acquire and engage a clearly
defined and understood target audience with the objective of driving
profitable customer action.
CM is about engaging consumers at a level deeper than just product
placement or logo recognition. CM uses a host of different tools (e-
books, feature articles, white papers, micro-sites, apps, videos,
imagery, blog posts, newsletters, posts and more) in an integrated
strategy (with PR, ABTL & Social Media) to capture the attention of
the target audience, to build a lasting relationship, which ultimately
presents the messages that encourage the audience to try your product
or service.
Successful CM delivers messages in ways that are not overt, but rather In a world of super-fast communications and of a myriad of product
subtle, contextual, educational and helpful, which have relevance to choices for consumers, the days of relying solely on traditional
the target consumer's life experience and life style. advertising or PR for promoting products and services are over. Gill
Fish, Managing Director of Specialist Beauty and Health PR and
CM helps to build relationships with target audiences. They are not Content Marketing Agency Brand New Solutions, demystifies
viewed as sales messages. But, if successful, they help to engage the Content Marketing, the new buzz on the comms scene, explaining
consumer over time, which in turn helps to drive sales through trust how Content Marketing with an integrated approach to PR, Marketing
and engagement.and Communications is absolutely key to communications success for
the future.CM is relevant for Small Business Marketing (experts, clinics)
The New Crowning Glory of Communication
By Gill FishCONTENT MARKETING
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APJ 21
through to Multi-National corporate Marketing (Beauty, Health and including regenerative skincare; or an Infographic with anti-
other brands). inflammatory foods to eat to avoid skin ageing, on Facebook.
Then, develop the content plan and editorial calendar; develop the
Let's take stem-cell derived skincare, within a crowded skincare tone of communication (text and images).
market; a market where consumers are less likely to change brands (vs
makeup); where consumers are generally loyal. How does one get cut- stening and measuring are key to the
through? success of CM, providing insights into the effectiveness of your
stories and enabling you to tweek or change tactics. Measured by
Let's define our target customer for stem-cell derived skincare as 40 how many people have viewed the content, commented or shared,
year old, female, suburban, middle income let's call her Mrs A.G.E. downloaded etc. How engaging is the content? Be it a feature
Less. She has photo-ageing of the skin. Yes, product placement in article on a party website or a blog post on owned media. Is
magazines and blogs are great. But where's the X-factor that gets her Mrs A.G.E Less returning to the sites? Is she sharing or
or her friends to leave their tried and trusted serum to try stem-cell commenting?
derived skincare?
with call to The answer lies in a process of educating her about stem-cells and the actions (great for database capture by a newsletter, or principle of regenerative skincare through explaining in depth how we downloadable e-book on geing); meta-tags, link building, age; why we age (internally and aesthetically); what lifestyle factors gated content, keywords, PR, SEO. In addition earn free media cause ageing; what foods cause ageing; how ageing happens; by (Facebook, Google+, Pinterest etc) or paid media (Facebook ads b e c o m i n g h e r and promoted posts; Paid trusted advisor for Content Amplification c r e d i b l e etc)information about
all things ageing
(get her to sign up to your newsletter; to watch your videos; to read
articles written by your experts on micro-sites. Educate her about
through a myriad of engaging and educational messages, which are Successful Content Marketing relies on the skills of expert Content
not specifically product driven. Does that mean you shouldn't mention Strategists and Generators who think like journalists. They should
product? No, it's about understanding where in the purchase cycle (ie plan the content strategy for your brand or clinic in the same way a
through the different phases of her making her decision to purchase) it magazine is compiled with a brand strategy, a creative strategy, an
is relevant to include product information. engagement strategy and an amplification strategy. Your agency
should have proven media expertise and a track record for out of the
box thinking in Content Generation. They should be able to engage
advocates for your brand and understand how to amplify content 10+
times over for maximum benefit. Before embarking on a CM program it is essential to plan a Content
Strategy. This would include:
Create brand awareness; generate
What does Content Marketing success look like? With a defined demand; create leads and convert; build customer loyalty and
strategy, over time a successful CM campaign can deliver various retention (Mrs A.G.E. Less doesn't yet know about regenerative
outcomes, depending on the original objectives set.skincare and the role of stem cells that could help her reverse some
Customer acquisitionof the signs of skin ageing so we need to educate her on the
mechanisms of regenerative skincare; the role of stem cells, all Engaged customers
within content which she will relate to. In order to do this, we need Customer conversion
to monitor and listen to messages of competitors and to places Build customer loyalty
where Mrs A.G.E. Less' regularly visits. Is it a website? Facebook Enhance message sharing with family and friends
or a blog? New revenue streams
ROI
hat is her Take control of your messagingneed? How big is her need? Visualise your audience age range,
Online marketingmajor concerns, key purchase drivers, preferred content medium,
what drives them to make decisions and when? What information The Internet and CM has provided beauty and health brands and
are they seeking in their lives (not product), but educational and clinics with opportunities never dreamt of 10 years ago. Brands have
contextual anti-ageing and prevention, not only for skin, but for now become publishing/media houses, generating content, publishing
internal. Do we have a unique value proposition to offer her? and amplifying their own content, rather than relying on a traditional
media journalist's decision to publish their story/product review or
What do we already not.
have? Facebook, website, Twitter? What new tools do we need?
Blog? White paper? Videos? Feature articles on sites? What does The world is our oyster and the good fortune and future of our
Mrs A.G.E. Less visit most frequently? businesses is in our hands, thanks to Content Marketing.
Take into account the different tools
and channels as well as the different approaches to messaging for
each eg Q & A series with a respected plastic surgeon about skin
ageing on a blog; or a feature article on a weekly magazine
website about the hottest celebrity skincare trends in Hollywood,
! Measure the outcomes
! Optimise your content and make it work for you
HOW DO YOU CHOOSE A
CONTENT MARKETING AGENCY?
FIRST, WE NEED TO DEVELOP OUR CONTENT
STRATEGY
CONTENT MARKETING SUCCESS! Define the objectives
!!!!!!!
! Develop and understand the audience personas !!
! Define the tactics i.e what tools to use?
! Prepare the Content Plan
Li
,
third
.
, for example
anti-a
ed
,
,
.
W
For a FREE half-hour Content Marketing Assessment with Brand
N e w S o l u t i o n s p l e a s e c o n t a c t G i l l F i s h
[email protected] 0400 200 441 or 02 8356 9595
if you can help somebody
you will have a customer for life
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advancededucation
APJ 22
There is a real buzz in the industry as the Australasian College of Health and Wellness has recently
launched a new tertiary-level qualification the Bachelor of Applied Health Science (Clinical
Aesthetics). The program boasts an impressive array of diverse and comprehensive industry units
that are well balanced to deliver both academically rigorous theoretical components as well extensive
practical skills. In fact, this degree promises to deliver new and up-to-date units that will equip
graduates with not just a new level of knowledge, but also practical skills to enter the industry with
confidence from the very first day.
A BRIDGING COURSE TO HELP YOU PREPARE FOR YOUR DEGREE
The Australasian College believes in giving back to the industry. If you wish to undertake a
degree, but are not sure how well you will manage, the Australasian College is offering an intensive
WHAT ARE STUDENTS SAYING
ABOUT THIS DEGREE?
Student Testimonials:
Bradford Fenton Creese
With over 17 years training and sales
experience in the aesthetics industry, I
am very excited by the launch of this new
degree program the Bachelor of
Applied Health Science (Clinical
Aesthetics) and with my decision to
undertake this qualification.
It is great that for the first time we have in
Sydney a nationally recognised degree
qualification that addresses the advanced
skills and knowledge required by the
rapidly evolving developments in
technology and ingredients that are
entering the aesthetics industry. As
aesthetics is now closer aligned with
cosmetic medicine it is important that
professionals become better qualified
and competent in clinical aspects of the
profession. These advances now require
that we gain greater knowledge and skills
to keep up with these changes, and I
believe that the current diplomas and
advanced diplomas offered do not
comprehensively cover the level of skills
needed, nor does any other degree
qualification currently on offer.
After careful evaluation I believe that the
in-depth content of this program will
build on my extensive mix of experience
and knowledge in the retail, spa and
salon sectors of the industry and put me
at the forefront of current knowledge and
skills. The course's hands-on
clinicallybased approach will also give
me the practical skills and the depth of
knowledge to become a confident
practitioner in a broad range of settings
cosmetics, dermal therapies, healthcare,
fitness as well as in the emerging clinical
aesthetics.
What makes the course even more
attractive to me is its flexibility of
learning and the way in which I will be
able to fit it in with my demanding
professional commitments. Without
question this is a market-leading course,
and as an established professional in the
field I eagerly look forward to the
exciting new career possibilities it will
Are You Ready for the
New Degree Qualification
in CLINICAL AESTHETICS?
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APJ 23
tertiary preparation course. This bridging course will allow you to up-skill your
current learning capabilities and help you to more confidently pursue study at the
tertiary level.
This course will support students to develop their expertise in both science and
academic preparation. The two subjects on offer are Special Topics in Science
(ADS101) and Academic Skilling (PDS101).
This course content emphasises the current topics in Clinical Aesthetics such as
dermal therapy and anti-ageing. The unit is designed for students wishing to improve
their knowledge of the basic sciences in a healthcare context. It acts as a bridging
course for articulating students who may want to develop their understanding of the
basic scientific principles in the area of clinical aesthetics.
ADS 101 is largely a self-directed unit taught as a series of supervised projects and
assessment tasks delivered interactively by webinar, allowing students to discover and
assimilate knowledge of sound scientific principles while completing the tasks.
This unit makes extensive use of the online learning management system (LMS),
allowing lecturers to initiate and facilitate topic discussions around tasks. While there
are no formal lectures in ADS 101, students are expected to attend (by webinar) a
weekly 2hr tutorial sessions for discussion, in addition to participation on the LMS. It
is expected that students will allocate up to 8hrs per week of self-directed learning and
use of the LMS. This program will be delivered weekly over 4 sessions.
Academic Skilling will also provide preparation for studying in a higher education
context. It is based on developing new skills and enhancing previously acquired skills.
The way students learn is an acquired skill that requires further development for
success as a higher education student and beyond. Academic Skilling offers students a
suite of modules designed to increase their awareness of learning styles, which can be
pragmatically applied for success in higher education. A wide variety of modules are
covered and include: study skills, essay writing, research skills, presentation skills,
critical thinking, exam preparation, e-learning resources, use of technology and the
like.
Modules in PDS101 are presented in weekly tutorial sessions delivered in the same
format as ADS 101 Special Topics in Science.
ADS 101 Special Topics in Science
PDS 101 Academic Skilling
If you would like further information about the bridging course or on the
Bachelor of Applied Health Science (Clinical Aesthetics) please visit
www.tac.edu.au/highereducation or please contact the Head of Faculty
Associate, Professor Sinan Ali on 02 8587 8888.
WHAT ARE STUDENTS SAYING ABOUT
THIS DEGREE?
Student Testimonials: Mona Rahme
I studied beauty therapy six years ago in Sydney and
upon graduation I worked within the industry.
However, I soon realised that my real passion was in
advanced skin treatments. Meanwhile, constant new
technologies are entering the industry and it became
confusing for me as I wanted to have a scientific
grounding on these technologies in order to better
understand them and the choice they would give me. I
soon realised I needed to be better educated, so I
started to explore my options.
I was keen to do a degree qualification and I heard
about the one offered by Victoria University, but it
was too far for me and I didn't want to study on-line. I
preferred a face-to-face learning environment.
I then heard about the new Bachelor of Applied Health
Science (Clinical Aesthetics) in Sydney and I liked the
curriculum as well as the practical components, which
were very appealing. Being a degree program also
means I will be stepping up my qualifications to a
higher level than most of my colleagues.
I'm passionate about the skin and I now feel I need to
gain more advanced knowledge to better understand
how the skin changes as we age and effective ways of
addressing concerns and improving the skin to a
healthier and more youthful state. I am very keen to go
more deeply into pathophysiology as well as skin
biology and physiology. I need to better understand
what influences the skin and also explore the holistic
perspective where I can learn about factors that
influence it, such as lifestyle, hormonal changes
throughout life as well as nutrition, but at a more
advanced scientific level than I currently have.
The other major benefit of this course is that it offers
significant hands-on practical and clinical
components that no other diploma or degree course
can match.
I believe the Bachelor of Applied Health Science
(Clinical Aesthetics) will allow me to gain greater
depth of knowledge so that I can move more
confidently, undertake advanced procedures and be
able to deliver a superior service than I am currently
able to. I am already liaising to work in a medical
environment upon my graduation. I'll have a better
qualification and be in a better position to treat skin
from a broader dermal therapies perspective and work
with more advanced clinical-strength products and
technologies how exciting is that?
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APJ 24
2. THE HIGHEST EARNERS BELIEVE THEY ADD REAL
VALUE
,
I honestly believe part of the reason that my staff
members don't achieve their sales targets is because
they sabotage themselves through their own thinking 3. THE HIGHEST EARNERS HAVE AN ABUNDANCE
MENTALITYand beliefs. How can I help them change their beliefs
and not be afraid of this area of their professional
responsibility?
1. THE HIGHEST EARNERS BELIEVE THAT THEIR TIME IS THE
MOST VALUABLE COMMODITY
As a professional you are constantly looking at ways
to bring amazing results to your clients' treatment outcomes.
This will require that your client take a level of responsibility
to honour your efforts and collaborate with you for ongoing
improvement and the success of your services. Every
treatment you perform can benefit from added value by way of
the correct homecare to support the salon treatment as well the
appropriate ongoing services to maintain these results and to
constantly improve them incrementally. A treatment result
that is ignored both through the absence of appropriate
homecare or follow-up services will eventually deteriorate
and your client will not appreciate that. What they are looking
for is value for their money and the right strategies to sustain
and support that improvement would be considered valuable.
As the professional, it is you that must present these strategies
to them. Ask yourself how can you help them achieve that?
A successful mindset starts the day anticipating good
coming their way. They are driven by hope, positive expectations and
the belief that oday I will have a fantastic day, I will achieve
successful outcomes in my work and my clients will respond positively
to my recommendations Peak performers believe there is more
You are so right! We can only achieve what at a heart level we believe business in the marketplace than they can possibly handle,
in. While your staff members may love their work they often have subsequently they qualify their opportunities carefully and never get
heart road blocks when it comes to communicating to their clients threatened by their competitors as they believe they are offering
the next step to their treatment outcomes e.g. homecare use and what valuable and real solutions to their clients. The opposite belief to this is
ongoing services they will need to achieve improvement and better that eople don't have any money, I therefore can't ask because they
results. can't pay This mentality leads to drastic discounting to the point that
what you are offering is an apology and loses any value, not to mention
According to sales expert Phil Lee there are three beliefs that high it is the reason why many salons are going broke. The message they are
earners have that make them achieve their sales target. If your staff giving is I am charging you too much in the first place that is why I can
examine their mindset in these three areas and embrace them they are afford to discount my products and services so much. This is the
going to overcome their hurdles. Here is what you can share with mentality of poverty and it will lead you right to it very quickly.
them:
If you believe that your client's
time is more valuable than your own you assume a position of apology
and a lack of value of what you are about to offer them. Your clients
will register this subconsciously and immediately pick up that you feel
like a nuisance to them and therefore, what you have to offer them is
not important so they will treat it accordingly. However, if you change
your belief to one that your time is valuable and your information has
not only worth to your client, but also to you, as it is your duty of care
and professional responsibility to them, you immediately shift your
stance to one that will command respect from your client on what you
have to say.
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To assist you with staff selection, staff management and
record keeping APAN has developed appropriate
documentation such as the APAN Interviewing
Questionnaire and the HR Policy Document and a variety of
over 45 documents to assist you with your business. For
further details and to purchase your copies, contact APAN
on Ph: 07 5593 0360 or email: [email protected].
Solutions, insight and advice
for problems that arise at work
ASK THE EXPERT
APAN
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New! Bachelor of Applied Health Science (Clinical Aesthetics)
The Degree boasts a rigorous academic program built around health science supported by extensive clinical practice
skills. It aims to deliver the latest in skills and knowledge to equip graduates for the exciting and rapidly changing
aesthetics industry.
ENROL NOW! Limited places available for Semester 1
Reaching a new level of
PROFESSIONAL
EXCELLENCEBachelor of Applied Health Science
(Clinical Aesthetics)
Take it to the next levelTake it to the next level
For further information about the degree please contact Head of Faculty Associate Professor Sinan Ali
on 02 8587 8888. [email protected] | www.tac.edu.au/highereducation
Studying for a degree is now more attainable than you think
The Australasian College of Health and Wellness is also offering a FREE on-line tertiary preparation course (bridging) to
enhance your skills for undertaking further study at a higher education level.
Our preparation units include:
! ADS101 Special Topics in Science a course designed for students wanting to improve their knowledge of the basic
sciences in a healthcare context, with an emphasis on the current topics in Clinical Aesthetics, Dermal Therapies and
Anti-ageing.
! PDS101 Academic Skilling prepares students for the rigour of higher education by developing skills in critical
thinking, research, study skills, essay writing and exam preparation.
Each subject will be delivered by webinar over four weeks and supported by up to eight hours of self-directed learning.
To register for this FREE on-line course contact [email protected] or call 1800 999 963
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starperformer
APJ 26
essential to our future and for
generations to come, Jane said.
So why did we decide to get our
sprays certified? Where possible,
we've always used organic certified
ingredients, but we've never
advertised it. The sprays seemed to be
the obvious place to start since they
were all plant-based, as opposed to the
inorganic minerals that comprise
many of our products. Sometimes
people get confused between organic,
meaning that the ingredient came
from a live source as opposed to
certified organic, which refers to the
way the ingredient was grown and
processed.
We are often asked about the process.
Did the product formulation change,
or was it simply because the
product passed the test as it is?
It was a long, complicated and
arduous process. ECOCERT follows each jane iredales Hydration Sprays have been
ingredient from the moment it is sourced to the reformulated and awarded ECOCERT's Natural and
moment the final product is placed on the warehouse Organic certification. ECOCERT is one of the most
shelf. They also analyse every ingredient that comes respected independent, natural and organic
from the ingredient suppliers down to parts per certification bodies in the world and was the first to
million to make sure there are no non-certified develop a standard for natural and organic
ingredients such as synthetic preservatives used in cosmetics. ECOCERT strives to promote the use of
the manufacturing process. Laboratories, factories, ingredients derived from renewable resources and
warehouses are all inspected at least twice. Although from organic farming, in addition to using
the sprays already contained many certified organic production and manufacturing processes that are
ingredients, as we drilled down to the level environmentally sound and safe for human health.
ECOCERT required, we did change some of the
ingredients. I think we have an even better product Jane Iredale, founder of Iredale Mineral Cosmetics,
now.shares her thoughts on the ECOCERT journey and
where the company stands in terms of green
Is there any news for the future in terms of JI taking cosmetics.
more green steps?
Since we started the company 20 years ago, we've
We're always taking green steps. But we also want always had an Eco vision, and it has been ongoing. I
to listen to the consumer to see what future steps she believe that an Eco vision encompasses not only
would like to see us take. As you can imagine, the products, but also packaging, lifestyle, inspiring
process is an expensive one, Jane confirmed.employees (we have an organic vegetable and fruit
garden that employees work and harvest), and an
overall concern for the planet and what we're leaving jane iredale THE SKINCARE
behind. I believe this is not only important, but MAKEUP 1300 850 008
jane iredale the Green Cosmetics
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Understanding the role of the skinIn today's competitive business environment it's not enough to
Skin immunity and its purposesimply believe you have the best products and services, what New scientific findings
matters is, are consumers identifying what is specifically This lecture will set the foundation of a deeper understanding of the
different about you and your business and why they should trust skin, setting the foundation for Part 2 seminar (Sydney) on
your advice and prefer your services over other businesses? pathophysiology of skin disorders. Part 3 seminar (Hobart) Evidence-
based approach to skincare and skin management as an aesthetics
This year's conference program will focus on the theme science practitioner.
and business getting the balance right for success. It will lift
the lid on new global trends, changes to regulations in Australia NETWORKING & MORNING TEA BREAK 9.45 10.15am
and educational pathways to safeguard your practices into the
future. Learn how to effectively integrate the two powerful
components exceptional knowledge and leading marketing
strategies and secure your success into the future.
Director,
Masters Dermal AcademyCONFERENCE PROGRAM AND SPEAKERSIn your skin treatments you often encounter
8.00am REGISTRATIONvarious skin manifestations and disorders,
but do you know what has caused them and
ways that you can provide solutions and
support for their management and healing?
Gay Wardle is a multi-award winner and salon owner. She is also a
highly respected trainer and educator in skin analysis and skin
science. Having recently received her Bachelor's Degree in Dermal
Therapies, Gay brings a new level of skin science that looks at the
cellular structure of the skin and identifies ways to provide solutions
based on credible science.
Executive Dean of the Australasian
Major skin disorders and their manifestationCollege of Health and Wellness
Differentiating various types of allergies and sensitivitiesA Three-Part seminar series that will be
Skin support through correct nutritionpresented by Professor Ray Hayek at the
Understanding and optimising skin immunity three APAN Conferences in 2014.
Each day in your profession you interact
with the skin, working diligently to improve its appearance and NETWORKING BREAK 11.00 11.30amcondition, but how well do you really understand the intricacies of its
structure, function as well as the internal and external factors that
impact on the skin's health and vitality. Gaining a more in-depth
understanding of the integumentary systems will open up new
possibilities on how you address skin conditions and determine more
effective treatment plans.
Professor Hayek is the Executive Dean of the Australasian College of Medical Director of the Academy of Facial
Health and Wellness. He has been instrumental in the drafting of the Plastics and Laser Specialist Clinicnew Bachelor of Applied Health Science (Clinical Aesthetics), The quest for youthfulness through surgical
ensuring that this qualification addresses the current educational and intervention and anti-ageing procedures is
skill needs of present and future aesthetic professionals who wish to constantly on the rise. Meanwhile, new
adopt strategies that deliver best practice on their procedures. innovations are offering more subtle and natural results both through
techniques and technologies. As a skincare or dermal therapist, do you
Anatomy and physiology of the skin a scientific approach know the full spectrum of options both clinically and surgically?
!!!
TOPIC: UNDERSTAND UNDERLYING
CAUSES FOR SKIN DISORDERS
TIME: 10.15 11.00am
SPEAKER: Gay Wardle
WELCOME | INTRODUCTION | NETWORKING
TIME: 8.30 9.00am
TOPIC: ANATOMY AND PHYSIOLOGY
OF THE SKIN PART1.
TIME: 9.00 9.45am
SPEAKER: Professor Ray Hayek
IN THIS LECTURE YOU WILL LEARN:
!!!!
TOPIC: NEW TRENDS AND TECHNIQUE
IN APPEARANCE ENHANCEMENT
TIME: 11.30am 12.15pm
SPEAKER: Dr Jayson Oates FRACS
IN THIS LECTURE YOU WILL LEARN:
!
APAN AUSTRALIAN AESTHETIC CONFERENCE Science and Business Getting the balance right for success
APJ 28
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AUSTRALIAN AESTHETICS
CONFERENCES
APAN AUSTRALIAN AESTHETIC CONFERENCE Science and Business Getting the balance right for success
SUNDAY MAY 25
Esplanade River Suites HOTEL
112 Melville Parade, Como, PERTH, WA
SUNDAY MAY 25
Esplanade River Suites HOTEL
112 Melville Parade, Como, PERTH, WA
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Dr Jayson Oates is the Medical Director of the
Academy of Facial Plastics and Laser Specialist
Clinic and was past president of the Australasian
Academy of Facial Plastic Surgery. In this lecture
he will present new shifts and trends into
appearance enhancement and expected outcomes.
Why different techniques and modalities are
chosen for different people
PRP and its use in skin rejuvenation
Technology and aesthetic enhancement
Introduction to intimate aesthetic surgery.
NETWORKING & LUNCH BREAK
12.15 1.15pm
Chief Executive Officer, APAN
Unless we understand consumer trends
we cannot be adequately prepared to face the wave of change that will
influence how successful our business offerings will be. The research Senior of trends has become a truly specialised area and offers invaluable
Partner, Pointon Partners Lawyersinsight into current and future consumer needs and wants and how our
Two of the most important keys to a changing world is influencing their opinions, preferences and the
successful business are a solid brand choice they favour when it comes to personal care products and
identity that is recognised and that is also services.
supported by good reputation. While you Tina Viney is the foremost expert in the area of global trends. She is
may do everything to secure both, human committed to daily research in this area and her knowledge and
nature sometimes can be unpredictable. Grievances with staff or expertise