lash inc. magazine
DESCRIPTION
Trade Beauty Magazine.TRANSCRIPT
Beauty 49-62
Business 63-71
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The publisher has taken all reasonable measures to ensure the accuracy of the information in Lash Inc. The publisher and magazine owners cannot accept responsibility for errors or omissions from any information given in this issue or for any consequences arising thereof.
Ice Queennail art
#59Importance of training
Debonder comparison
Reader Gallery
Mascara reviews
The new lash revolution
New products and treatments
Eyebrow extensions
Focus on Canada
My Salon
Questions and Answers
Semi-Permanent Mascara
Bizarre
Eyebrow trends
Make up news
Make up Step by step
Dragon marketing advice
Business awards
#09
#50
#64
#11
#55#56
#66
#13#22#28#31#32#35#39#42#44#45
Cosmeticmaking
Eye-slices
#26
#33
Spotlight on Photography
#70
Lashes 08-48
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Francesca Middleton Volume lashing
Welcome to the first issue of lash inc.
Rachel ElnaughBusiness
This magazine is for you the lash technician, covering new products, new trends, step by steps and everything on lashes.
The magazine is split up into Eyelash related treatments and products, other beauty treatments and products and finally a business section.
If you wish to contribute to the magazine in the form of an article or photo please contact us at [email protected]
I hope you enjoy the magazine as much as we enjoyed putting it together.
Best wishes,
Louise PruntyLash Inc. Editor
Louise Prunty Editor
Lisa HarlingAssistant Editor
Enisa Becar Senior Designer
Lash Inc. team:
This Issue’s Main Contributors
Ruth Morrison Nail Step by Step & Mascara feature
Lindsay Carey Training
Melanie Doyle Make Up
Kristin Smith Interviewed by Louise Prunty for Canada Trends
Yulia IskusnythFront cover lash artist
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Why Lashes?Some people that read this magazine will not currently offer lash extensions and are curious as to what lashes can add to their business. If this is you, then read on.
Article by Lash PerfectW: www.lashperfect.co.uk \ T: 0208 500 9028 \ E: [email protected]
Why should I Introduce eyelash extensIons to my busIness?Over the past ten years, the beauty industry has seen eyelash extensions rise in popularity to be the fastest growing salon treatment in the UK. We’ve seen the trend all over the media on famous celebrities such as Jennifer Lopez, Kim Kardashian, Gwen Stefani and Lucy Liu to name a few.Eyelash extensions are an extremely rewarding treatment with low product costs and a national average price of £80-£120 for a full set, and £45-£60 for a half set. The most demanding part of eyelash extensions is the application time, with a full set averaging around 1 ½ hours and a half set averaging 45-60 minutes. After the initial set, many clients prefer to maintain their lashes by getting in-fills every few weeks, which provides opportunity for repeat business.
Eyes are one of the most important features that a person possesses, so it’s important to do all the necessary research and find an exceptional training provider. Remember that not all brands are the same and investing in an accredited training course is worthwhile.
Things to take into consideration when choosing an eyelash extension brand:
1.) Make sure the training is an accredited and approved course: Companies such as Lash Perfect provide professional and accredited training at very competitive
rates throughout the UK. The one day training course combines essential theory which is followed by extensive lash application training. Lash technicians then practice their new skills through an allocated number of case studies and will receive their certification upon completion. Furthermore, the training has been approved as a CPD provider by HABIA, BABTAC, The Guild and ABT.
2.) On-going support: Equally important as taking an accredited training course is finding one that offers support after the training. Many lash technicians have follow-up questions or technical enquiries especially when they’re first starting out and having an on-going support team is highly beneficial. Some companies even offer a “salon finder” feature that lists certified technicians on their website for easy reference and to bring in new business.
3.) Highest standard of products: When it comes to eyes, don’t risk using cheap or unregulated products. Cheap adhesives and lashes can result in the lashes falling out quicker as well as irritation which can give rise to itchy, swollen eyes. When it comes to adhesives, it’s crucial to use a medical grade adhesive that is compliant with all EU regulations and has been granted an ISO number.
4.) Offers a range of products: It doesn’t have to end with eyelash extensions. Find a company that offers retail products to go along with the eyelash extensions. Lash Perfect has a high-definition eyebrow range called Hi Brow as well as a range of other products that are compatible with lash extensions. Using these products will ensure optimum life of the lash extensions.
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the eyelash Industry has evolved and groWn greatly sInce the begInnIng. From the IntroductIon oF volume lash technIques and InnovatIve lash tools, to the development oF advanced traInIngs--many neW, and excItIng advancements have been made.Gone are the days of loose lashes in plastic jars and slow drying glues. A more current standard includes lash trays for faster application, quicker drying glues, and creative tools for your lash application and set up. Furthermore, the newly popular Russian Volume technique has provided a stunning alternative to the original Classic lash method, creating softer, more luscious and thick looking lashes than ever before. Nowadays there are great resources from which to learn these advanced techniques and to stay in the know about the latest trends. Seminars, advanced training classes, manuals, and industry leading teachers provide an abundance of comprehensive information that keeps the industry thriving. Because lash industry tools and techniques are constantly improving, the need to attend the latest training and continual learning is essential for consistent client
satisfaction. Being up-to-date and endlessly expanding your knowledge is how you surpass the competition, keeping your business thriving. Creative lash artistry and in-depth knowledge is also how you show your clients you sincerely care about them. Your clients expect nothing less than the most stunning eyelash extensions; a requirement you will not meet without creatively expanding your lash skills with the most modern techniques, tools and products.
The means for achieving such grand ambitions comes through continuing education. Continuing education opens avenues for growth and change; learning new skills increases your marketability and allows you stand out in the industry. For instance, you might learn techniques to increase your efficiency which in turn will increase your profits. Or, you could learn how to be more creative in your lash styling, further pleasing your clientele and increasing referrals. As a specialist, you may learn and better
The importance of cutting edge training and continuing education:
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understand the chemical properties and mechanisms of the adhesives to know how to minimise irritations. YYou may also learn tips on how to better advertise and market your services in a unique way. Regardless of the approach, your moments of learning are endless, and only the most dedicated will capitalise on each of them. Client satisfaction should be the foundation of your business empire and the cost of proper training is a small expense compared to the future rewards it will bring for you and your clients. The true value of education can be demonstrated through simple and logical thinking. For instance, if you enroll in a training course that teaches you how to apply lashes more precisely and quickly; you may spend nearly $1,000, equivalent of around £600. However, the techniques you learn will increase your efficiency exponentially; possibly reducing your lash application by 15 minutes per client. Therefore, if you service four clients per day that adds an extra hour to each work day. If you manage your time and resources intelligently, your investment will pay off quickly. A lash specialist should not think: “I cannot afford extra training”, instead, one should think “I cannot afford NOT to have extra training.” When you are thinking in these terms and remembering you never know it all, you realise you can acquire little pieces of knowledge from multiple sources. By assembling each small piece, you can construct a big picture and drastically change the way you run your lash business. Investing in your lash skills will yield greater returns than you could have imagined, therefore continual learning it is essentially invaluable. Continuing education not only shifts your way of thinking but brings you in touch with other industry professionals. Discussions and learning with industry peers can inspire both parties to become better. By utilising the perspectives of others, you can learn your strengths and weaknesses in a new light. Learning from your peers is a very valuable avenue of self-growth and exploration whilst attending seminars and additional training gives you a chance to market with industry peers and form relationships with colleagues. With nearly universal access to social media, it is easy to stay in touch and motivate each other through helpful advice. When we help one another the value of the whole industry grows and lash amateurs become connoisseurs. As all lash artists become more competent and deliver a higher quality service, the clients receiving the lash treatments are happier and more likely to spread the word of how much they love their beautiful lashes. In turn, the image of eyelash extensions is heightened in the consumer’s eye, increasing the pool of new clients searching for our lash services.
Maintaining a teachable attitude ensures you will continually learn and your skills will progress. The minute you think you know it all and stop learning, researching, and trying new things, is the moment you are left behind. Keeping yourself in a learning mindset will help you
welcome con-structive criticism from others with a growing attitude. A great mantra to remember as you grow as a lash artist is: “Do not seek praise, seek criticism”. The moments of constructive criticism coming from peers, instructors or clients, can be powerful instruments of progress for your skills.
The vital importance of in depth and continual training is clear. It gives you a competitive edge and greatly deepens your enthusiasm, passion, and creativity. It connects you with industry professionals who deeply share your passions and gives you the insight to deliver the most exceptional lash service to your clients. You and your clients deserve the best, investing in yourself is the greatest investment you will ever make. Your scope for potential, value and passion as a lash artist will be truly endless if you are continually expanding your lash repertoire through learning.
Aesthetic Imagehttp://[email protected]
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Debonder Comparison.
Liquid Debonder: The original form of eyelash exTension remover. CONS: You can waste product with type of remover when removing lashes as it’s absorbed easily into the micro brush / cotton bud, and evaporates easily. PROS: This type of remover is best for removing single lash extensions without contaminating lashes to either side. Widely available for many lash extension companies and still a firm favourite with many. We tried Flirties remover which removed lash extensions with ease, with no eye irritation.
http://www.beautytrix.me/
Cream Debonder: nexT comes cream debonder. This is relaTively new and is eiTher in a cream form (like face cream consisTency, in whiTe colour) or a Thick pasTe (consisTency and colour of guacamole). CONS: This type of debonder is a little more tricky to apply.If applying a fresh set of extensions make sure you are extra careful to remove any residue before applying a set of extensions. Not widely available yet but easy to obtain from several online suppliers.
PROS: Works effectively and extremely difficult to get into the client’s eyes.
UK: http://blinkeyelashextensions.co.uk/International: www.blinkkorea.com
Gel Debonder:gel debonder was nexT on The markeT. PROS: This type of remover easily removes lash extensions, it sits on the lashes for 5 minutes and is allowed to work, the adhesive dissolves and lashes come off with ease. As it’s in gel form it is less likely to go into the client’s eye. CONS: Not as widely available as liquid debonder. Great for full removals.
UK: www.ellisons.co.uk International www.beautyinnovator.co.uk
debonder Is solvent based and dIssolves eyelash extensIon adhesIve. thIs Is used to remove semI-permanent or express lash extensIons. there are three maIn types oF debonder: lIquId, gel and cream / paste debonder. beloW detaIls the dIFFerences so you can choose the rIght one For your clIents.
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Choose the highest quality individual lashes and a unique flexi glue formulation to give your clients that look to die for, From a understated natural look, to alluring full on alluring glamor mylash offers the range of range of widths, lengths and curls to suit every lash type.
Mylash professional, is a traditional lash on lash eyelash extension treatment which can last up to three months. The treatment takes approximately two hours.
Mylash express, is a fast semi-permanent eyelash extension treatment which takes only 30 minutes to perform. Individual lashes are applied to more than one natural lash at a time, providing a similar look to lash on lash, without the two hour treatment time.
The art of perfect lashes
Distributed exclusively in the UK by Ellisons® www.ellisons.co.uk. T 0845 130 6126 E [email protected]
mybeautifuleyes.eu fo&x
BI111026_Advert_Mylash_A4_V1_26nov copy.indd 1 28/11/2013 09:12
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Readergallery
Yulia Iskusnyth
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Angelina Salacinski
ChristopherJames
Kim (LashBar)Pout - Myscara
Readergallery
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Vicky Rugg
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Yulia Iskusnyth
Yulia Iskusnyth Francesca Middleton
Tracey Coxall
Tracey Coxall
Readergallery
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skus
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Yulia Iskusnyth
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MascaraReviews
We tested 5 mascaras and all Were marked usIng the same poInt system so that they Were compared FaIrly. there Was lots oF great Feedback, negatIve and posItIve, but somethIng I dId notIce, Was that testers really took notIce oF the Wand or the brush, and thIs played a huge part In the revIeWs. let’s Face It, IF the brush Is no good, It doesn’t matter hoW good the actual mascara Is, We need to be able to put It on our lashes!!
The resulTs came back, and inTeresTingly, noT as i predicTed! leT’s sTarT wiTh 1sT place:
01placewith 10/10, a clear winner, is VOLUME UP MASCARA FROM BEAUTIFUL EYELASHES by FLIRTIES.
02placewith 8/10 goes to RIMMEL VOLUME FLASH MASCARA
This is a water-based mascara for use with both natural lashes and lash extensions; the reviewer used on her natural lashes. Full marks were given for all categories including the brush, with no smudging, it lasted amazingly well and was easily removed with make-up remover.
This mascara received good marks for the effect and product consistency; however the brush was too bulky, making it difficult to apply. This mascara requires more effort to remove than some others as well.
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Joint 03placewith 7/10 is FLIRTIES BLACK SEALING MASCARA
Joint 03placeplace with 7/10 is RIMMEL SCANDALEYES
04placewith 5/10 goes to MAX FACTOR 24 FALSE LASH EFFECT
This mascara can be used on both natural and lash extensions; the reviewer used on natural lashes. The mascara was applied thinly, as it is reasonably thick. It lasted really well on day 2, however by day 3 there were flakes of mascara peeling away from the lashes, making the lashes look untidy. The general feel was that this would be good for someone who doesn’t wear a lot of make-up, as it could just be removed and re-done every few days.
The brush let this mascara down; the reviewer found it far too big which made applying the mascara a rather tricky and time consuming job. However, once
applied the overall effect was good, as it lasted well and was removed easily.
The reviewer was happy with the lasting ability of this mascara, but unfortunately didn’t feel the mascara gave extra length, the false lash effect implied by the name. Again, the brush was what let this mascara down; a very thick brush, with bristles the reviewer felt were too short, making application really tricky.
We can all see a common issue in the reviews…..the brush. The mascara itself can be a really good product, but ladies just won’t buy it if the brush is no good!
By Ruth Morrison – Blossom Beauty https://www.facebook.com/blossombeauty1
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Cosmetic making
have you ever consIdered havIng your oWn colour make up lIne? you can qualIFy to make your oWn bespoke colours oF eyeshadoW, FoundatIon, blusher, eyelIner and mascara. ‘cottage Industry’ craFts such as soap and bath bomb makIng have been popular For many years, and noW a trend Is developIng For people Who Want to make theIr oWn custom colours oF make up For themselves, FrIends and FamIly, or to start a neW busIness.
Before you startYou are now going to learn how to make mineral mascara for own use. Products you make without a qualification should only be for your own use and not sold commercially. If you intend to sell commercially you should complete a course in the subject and your product formulation must also be certified as safe by a cosmetic chemist to conform to legislation.
DisclaimerThe ingredients and recipe supplied are deemed safe under normal usage. We will not be held liable for misuse or misinterpretation of instructions given. Ingredients should not be used neat on the skin and should be used only as instructed. Ingredients may stain skin, clothing and work surface, so use protective gloves and protect your work surface.
Make your mascara
© plush Folly
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What you will need:OIL PHASE:
3ml of Castor Oil3ml of Fractioned Coconut Oil1ml Vitamin E4g Emulsifying Wax
WATER PHASE:
25ml Spring Water5ml Cyclomethicone3ml Glycerine
POST HEAT PHASE:
1ml D-Panthenol1g Cellulose Gum0.5ml Preservative (GFPhen)Black Oxidex2 new mascara tubes x1 Syringex3 Pipettex2 Stirring sticks
OTHER ITEMS NEEDED:
x2 small ramekins or other heat proof bowlsA pot of simmering waterSpoons for dispensing and stirringKitchen roll for cleaning up.
‘Make your own mascara’ kits can be purchased for £18 from www.ctacademy.co.uk (01413329251) or from other cosmetic making training providers.
01step Weigh the oil phase ingredients only and place into a heat proof bowl. Place the bowl carefully into a bowl of simmering water to heat gently.
02step In a separate heatproof bowl, weigh out the glycerine and cyclomethicone and add the spring water, then add to heat also.
03step Once the e-wax has melted in the oil phase bowl, remove both bowls from heat and pour the water phase ingredients into the oil phase bowl. Stir gently for 4 minutes then add the preservative. Stir again and then add the black oxide powder.
04step As the mixture cools, it will start to become thicker. Once the mixture has started to get slightly thicker, add the d-panthenol and stir thoroughly.
05stepAdd the cellulose gum and stir to get the required thickness.
06step Use the syringe to transfer the mixture to the tube. Use stirring sticks to guide the mascara into the tube. Do this quickly before it gets too thick.
CAUTION:We recommend you always do a patch test before using a new product. Put a little of the product on the elbow. If there is no adverse reaction you can then use it.
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Making Mineral Make up – Distance Learning Course (Includes Cosmetic Legislation and labelling course). Usually £540, offer for Lash Inc. Readers, £399.
This is only a recipe with instructions; an accredited home study course is available for anyone who wishes to learn to make their own makeup. This distance learning course is broken down into five manageable modules, each of which guide you through the steps you need to take in order to produce the most beautiful coloured cosmetics.
COURSE OBjECTIVES:
By the end of the full course you will have made a selection of cosmetics including cream, powder and pressed eye shadow, blusher, lipstick, lip gloss, foundation, primer, concealer, mascara and eye liner using a variety of ingredients and colours. You will be able to identify suitable pigment types, blend colour shades, recognise the purpose of the different ingredients and understand how to modify the recipes to create a variety of products.Your tutor will assist you throughout the course and will offer email support during the programme which will enable you to ask questions as and when they arise. Full written explanations, exercises, examples and other supporting documentation will be provided as part of the course material.
Price: £399 inc vat (Includes all course materials needed to make products for training purposes and free membership for 1 year to Guild of Beauty Product Makers)
The new lash revolution individual VOLUME lashes - Part 1
BY Francesca Middleton
We Want VOLUME!
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We do, right? Not only fabulous length to flutter but the most requested finished look is to make lashes look thick. It’s the only reason we’ve been addicted to our mascara’s since we learnt how to apply make-up. So how do you create a thick lush look when the client just doesn’t have enough natural lashes, or you’ve placed an extension on every lash and it still looks sparse? Look no further the secrets are about to be revealed, multi-lashing is the answer!
THE KEY POINTS IN CREATING VOLUME LASHES ARE:How to choose the right lashes.How to pick up more than one lash at a time.How to place lashes correctly.How to create different styles of volume ie, 2D, 3D, 6D.
WHICH LASHES TO USE FOR MULTI-LASH TECHNIqUENot all lashes are suitable for the multi-lash technique. I’ll say it again because it’s important; not all extensions are suitable for the multi-lash technique. Extensions that are too heavy for the natural lash to support will mean premature lash loss for the client. It’s super important the correct lashes are used for this technique.
HOW TO MULTI-LASH PICK-UPIndividual placement to create volume is a very lengthy process, like a three or four hour process. In today’s hectic lifestyles who has time for that?! I don’t know about you but after two hours lying still trying to stop myself from snoring I’m getting fidgety and want off the couch. Being able to pick up several extensions at once will super speed up your application and that equals happy clients with bigger results!
HOW TO MULTI-LASH PLACEJust like individual lash placement, multi-lash placement is a skill that needs to be mastered. Incorrect placement, ie dumping, will create massive stickies so huge the treatment could become a big gloopy mess.Finesse ladies, and we’ll show you how to ‘grab & fan’ with the capping, stacking and wishboning techniques.
HOW TO DESIGN DIFFERENT VOLUME EFFECTSYou didn’t think one size fits all did you? Volume effects come in different sizes such as 2D, 3D, 4D and 6D. And then with capping, stacking and wishboning you’ve just tripled the lash looks in your repertoire! Happy days!To create artistry in lash extension work requires precision skills, attention to detail and creativity. So, here’s your new journey into volume techniques!
02 04
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Basically it’s how many extensions are in an eye. Typically a good lash extension set will have 100 extensions per eye. When we increase the volume look we increase the number of extensions used, so for the 2D look we’ll have 200 extensions per eye and for 3D we’ll have 300 extensions per eye and so on. The trick in creating density is in which extensions are used for each look. And that’s what we explain in this manual.
I was told in my training never to put heavy extension on a natural lash. Isn’t putting more than one lash going to be too heavy?
Your training is correct, however with new developments on materials it is now possible to have different feels of lash extensions, we now have super light lashes to add to our lashbox!
I was also told that proper lash extensions are individual. How does this technique qualify lash extensions as individual?
Another great question. The importance of lash extensions being individual is down to not obstructing the natural lash growth cycle. Therefore, as long as this is still the case with multi-lashing, these sets are still considered individual. And trust me, to do this, is no easy feat, it takes a damn good skilled lash technician or artist to do a half decent job.Remember to never, ever, overload the natural lash! The instructions in this manual are guidelines only. Curl, weight, length and client’s natural lashes need to be taken into consideration when choosing lash extensions for your client.
“How does that work”,
You’re thinking that two .15’s equal a .30 extension, arn’t you?Well, the weight of lashes do not divide into the range of thicknesses, so as long as you respect the weight of the extensions used you can create volume looks safely for the natural lash.
Multi-lash pick-up can be done with either the traditional straight tweezer or the strong curve tweezer.LASHacademy recommend using the straight tweezer for 2D – 3D effects, with the strong curve tweezer for 3D - 6D application.A lot of the skill in multi-lashing is in the micro management of the tweezer. Being able to have complete control of the tension is the most important skill to learn for great results.
Next issue: Part II - How to create the Perfect Fan
© LASH by Francesca – LASHacademy
I said it before and here it is again. Not all extensions are suitable for multi-lashing. Please always respect the natural lashes (NL) of the client. You want your clients to come back, right? OK, so the best lashes for multi-lashing is:
Authentic Minks, you can place upto x6 of these babies on each NL..12’s, upto x2 on each NL works well..10’s – upto x4 works great on each NL.07’s, wow again upto x6 of these little darlings on each NL
What is 2D, 3D, 4D & 6DVolume Lashes?
Whichextensions to usefor Multi-lashing
Whichtweezersare best?
I hear you say.
MULTI LASH GUIDELINEx1 .20mm = x2 .12’s OR x4 .10’s OR x6 .07’s/authentic minks.
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New Products and Treatments
LASH PERFECT INTRODUCES LUNA LASHES
Lash Perfect introduces the new Luna Lash into the world of eyelash extensions. Tapered at both ends to create a perfect half moon shape, this innovative design provides a seamless join that easily blends with the natural lash.
Luna Lashes are finest grade AAA lashes that are made to Lash Perfects’ exact specifications using the highest quality materials. The tapered ends result in a more seamless and light-weight feel, resulting in longer wear time compared to regular lash extensions. Luna Lashes come in thick and extra thick and are initially available in 9mm, 11mm and 13mm lengths. They take on the new shape of a JC curl, which is less curved than a C curl but not as straight as a J curl.
Luna Lashes are applied the same way as regular lashes, but because of their symmetrical shape, they are quicker
and easier to apply. All quality adhesives can be used to apply Luna Lashes, but they are ideally adhered with Ultimate II quick drying adhesive, resulting in reduced application time.
Because the lashes lack a blunt end that often leaves adhesive residue, they are very difficult for the client to pick off and also allow effortless, snag-free application of the finishing glaze. Not only does this result in longer wear time, it also lessens the possibility of damage to natural lashes.
These benefits enable lash technicians to offer Luna Lashes as a premium service. They are longlasting and comfortable, while a reduced application time leaves more time to generate and accommodate new business – it’s a win-win for the technician and client alike!
FLIRTIES:Beautytrix has now also launched Flirties Curves – the unique lash lifting system which allows clients to create the appearance of longer and thicker lashes, as they form a natural upward curve. The feedback on the products used in this system is fantastic and clients are impressed with their natural curve which lasts up to 8 weeks. Products, full starter kits and the thorough accredited training we are known for, is now available at www.beautytrix.me along with all other ranges of Flirties products for lash and brow tinting and shaping, semi permanent mascara, semi permanent lash extensions and express lashes, as well as cluster and strip lashes with retail items to complement the range.
For more information please call 01261 833106 or visit www.beautytrix.me
For more information visit:www.lashperfect.co.uk
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Bold eyebrows are going nowhere. Now you can get a 3D look with brow extensions. These extensions fill in gaps in the brow, thicken the brow and can extend the brow line.
It uses individual synthetic eyebrow hairs and gives a realistic look to brows unlike the use of a pencil or powder. It can be applied onto existing hairs or directly onto the skin. As it can be applied directly to the skin it is suitable for those with alopecia of the eyebrows or clients that have over-plucked in the past.
Eyebrow extensions are available from several companies.
Contact details:
Lash Perfect www.lashperfect.co.uk
BBD www.bbd.com
FaceFrame www.faceframe3deyebrows.co.uk
Available from Nouveau Lasheshttp://www.nouveaubeautygroup.com/
(c) LashPerfect After
(c) LashPerfect Before
Eye Brow Extensions
Nouveau Lashes Launch Ultrabond Strip For longer lasting wearNouveau Lashes developed Ultrabond Strip with the World’s leading experts in developing medical grade adhesives. This collaboration has spawned a new and superior lash adhesive that has amazing bonding strength as well as being latex free, heat and humidity resistant. It is also suitable for use on natural and synthetic strip lashes applied by experienced eyelash professionals and the public alike. The popularity of Strip Lashes is exploding, as the public emulate the celebrity look championed by the likes of Cheryl Cole and stars from Reality TV shows such as Strictly Come Dancing and X-Factor. With this growth comes an increase in cases of eye irritation and concerns over product longevity, usually resulting in lifting strip lashes on the corners.
After conducting their own trails, Nouveau Lashes were so confident that Ultrabond Strip delivered market-leading performance, they asked Aspen Clinical Research to conduct independent clinical trials. The product was tested on 100 experienced strip lashes users. The following results were reported:
96% felt the adhesive was not irritating
80% felt the lashes stayed in place longer than their usual brand
85% reported that the lashes stayed in place during swimming
83% reported that the lashes stayed in place during exercise
62% reported their lashes did not lift in the corners
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eyeSlices®Retail Feature
eyeslIces® Is a global FIrst In cryogel polymer technology. thIs technology advanced dermal delIvery eye treatment pad Is patented and unIque and Is maInly used In spas and salons as part oF a luxury FacIal. It can also be retaIled to clIents as a luxury eye treatment at home and Is Ideal For clIents Who have had tIntIng or a FacIal done, and For clIents aFter they have had a lash removal(although obviously not for those who have had a fresh set of lashes applied).
* They provide an instant cooling sensation without a fridge* Stimulate micro circulation * They are re-usable up to 10 times * Soothing and comfortable to use
The professional version of EyeSlices® is an all-in-one treatment for common eye concerns such as: Puffiness, Tired Eyes, Dark Circles, Redness, Irritation, and signs of ageing.
INGREDIENTS: Aloe Ferox – tapped directly from the leaf: Healing, soothing and calming.Regu Age – soy & rice peptides: Dark circles reduced in 4 weeks, puffiness reduction, firmingBiodynes – live yeast lysate: Anti-inflammatory, 117% increase in O2, collagen synthesis.Pentavitin – D-glucose: Skin HydrationPeptamide 6 – hexapeptides: Skin firming, brightens, skin renewal.
THE BIRTH & DEVELOPMENT OF THE TECHNOLOGYIn 2000, Kerryne, founder of eyeSlices, learned that the South African Council for Scientific and Industrial Research (CSIR) Polymer Technology Division had invented a water-soluble polymer gel that functioned as a dermal delivery system – in other words, a gel-like substance that could be liquefied and solidified to absorb and emit ingredients to the skin.This is when Kerryne, with no formal scientific training, became a “makeshift” scientist. As she explains, she had no option. The product, the polymer gel, had only been partially developed at the CSIR and the scientists who had worked on it had mostly left the project. So, with a product that definitely had the potential to help her develop her
eye product, but with more questions than answers as to how this was going to happen, Kerryne took advantage of the opportunity and negotiated an exclusive license for the technology. She saw the opportunity as the chance she had long been waiting for, to create the eye-care product she had always dreamed of.As the exclusive owner of a licence agreement with the CSIR to commercialise and exploit its polymer technology for the cosmetic sector, she now became a full-time researcher and scientist and devoted all her time and energy to realising her dream.In an improvised lab on their property, Kerryne and her husband cooked up polymer, experimenting on hundreds of different freeze/thaw cycles. The manufacturing process incorporated multiple freezing, thawing and heating techniques. After six years, countless side jobs, and R3.3 million (£265,000 GBP) funding from 13 different institutions, Kerryne and her husband finally perfected a scalable method for infusing the liquid active ingredients, and then turning the polymer into a gel of the right consistency.Although the product had been perfected, Kerryne’s problems were not over. She struggled with packaging that was not airtight which meant her products dried out and were limited to a two-month shelf life. After much research into various packaging methods, the food industry provided the answer. Manufacturers in that industry are used to producing airtight, hygienic packaging in all shapes and sizes, she explains.The purchase of an Ulma thermovac forming machine, which is traditionally used in the food packaging and sealing sector, finally solved the problem. This particular machine, which was imported from Spain, had been customised for eyeSlices® and could package and completely seal the product. At last the eyeSlices® were ready to be marketed.
eyeSlices are available in the UK form Calla Distribution. http://www.calladistribution.co.uk/International enquires: http://www.eyeslices.co.za/
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4 SHOWS 500 BRANDS 2 DAYS 1 VENUE
Join us and the leading names in your industry as BeautyUK returns to the NEC Birmingham on Sunday 18th & Monday 19th May 2014. Show tickets worth £20 each are available free of charge for trade visitors who register in advance.
REGISTER FOR FREE TICKETS TODAY
TICKET HOTLINE: 01332 227 698
www.beautyukshow.com
Beauty UK 2014 - Guild News Single Page.indd 1 04/12/2013 16:24:53
Focus on Canada
In each Issue We WIll speak to a lash expert From a dIFFerent country, gIvIng you an InsIght Into the lash Industry across the globe. For thIs Issue, We spoke WIth krIstIn representIng mIcha lash In canada and north amerIca.
PLEASE TELL ME ABOUT MICHA LASH:The MICHA Brand was created to fill the need for a consistent and professional Eyelash Extension brand in the Beauty Industry. MICHA Lash offers salon and spa professionals proper support by means of quality training programs, affordably priced products and a strong and qualified community of lash technicians. Those who have taken and completed the course offered through authorised training centres can now be completely confident in offering this very profitable service and in building their existing businesses. The structure of each training class was designed to encourage the connection between student and teacher with maximum results. Students are taught to use different types of lashes (loose and mink, j and c curl, different lengths and widths, and even coloured lashes), which is unusual, as most brands only focus on one or two types of lashes. Advanced students are taught how to use lash extensions to correct eye shapes, to create lash art and even how to safely and responsibly create 2D and 3D lash sets. The training programs have been carefully created to meet and surpass government requirements and even cover proper infection control procedures and dealing with client sensitivities.The products and glues are compliant with the different government regulations in countries around the world and the aftercare products have been designed to be easy retail opportunities for the MICHA professional. MICHA Lash strives to surpass the competition by providing Quality Products teamed with Quality Education and
Quality Support.
PLEASE TELL ME ABOUT YOURSELF AND WHAT WAS YOUR INSPIRATION TO CREATE THE BRAND?I was first introduced to the Business of Beauty at 5 years old. My parents were the creators of the International hair removal brand Alexandria Body Sugaring and I always remember being very much intrigued. I was fortunate to be able to see the growth of that brand from the manufacturing process, the education program, the marketing, sales and management,to even dealing with television Home Shopping Networks. I guess you could say that I got a “hands-on Masters Degree” in the beauty business. I have tried to use that experience to really understand the different sectors of the industry. Not just seeing things from the “glass tower” of management but trying to understand what really makes a product or service successful and what people need in order for it to grow. Since then I have been very fortunate to be able to work with numerous companies around the world and help them build their businesses and brands.In working with the company CBON, helping them build their Eye Category of products and services, this led me to a realisation of the desire and potential for a quality lash extension brand with proper distribution and brand support. I noticed a problem that could be solved with MICHA Lash.Since eyelash extensions became a popular service, the market has been pretty much divided between the “Lash Giants” and the cheap (and sometimes illegal) nameless
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Kristin Smith - CBON
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imported products. Those professionals who spent a lot of money on training programs with some of the major lash extension brands were extremely unhappy by the lack of proper education, lack of continued support and then the extremely high cost of the main products, such as the glues. On the other hand, those who chose to purchase materials from cheaper sources found themselves without ANY education or brand support, especially in cases of negative client reactions and dealing with the legal consequences. When I decided to take on the exciting challenge of creating MICHA Lash I really wanted to address those issues in a way that created confident users of the brand and made qualified lash technicians. MICHA Lash works through key distributors that offer the authorised education programs and are joined with us in the goal of providing the best possible support for professionals.
WHAT IS YOUR FAVOURITE THING ABOUT WORKING WITH MICHA LASH? INTERNATIONAL TRAVEL? PRODUCT DEVELOPMENT? I have been so fortunate to be able to experience so many rewards from being involved with MICHA Lash and other brands in the International Beauty Industry. My adventures have led me to, not only see so many incredibly beautiful places around the world, but also to meet wonderful people that I truly enjoy working with and can share the excitement of growing business with. That really has been something that not too many young, single, professional women have been able to do. I am always eager for new information, new trends and new business opportunities and am excited to be an active part in bringing quality
professional products and services to the public. With many “new things” on the horizon, I look forward to many more challenges and adventures that are ahead.
TELL ME ABOUT THE COMPANY WHO OWN THE BRAND, WHERE YOU DISTRIBUTE, HOW LONG THE COMPANY HAS BEEN ESTABLISHED ETC...The MICHA Lash brand is currently owned by CBON (Cosmetic Brands of North America Inc.). CBON is a Master Distributor that supplies and builds Brands in the Salon and Spa Industry across North America. With over 100 years combined experience in many industries, the CBON team sets themselves apart as creative leaders and innovators. CBON builds a strong relationship with their Manufacturers to help them build the brands in the market. They provide support through marketing programs, sales and distribution strategies, trade show presence, product development, and competitive market analysis.CBON develops and maintains strong relationships with Distributors in the Beauty Industry around the world.
CONTACT DETAILS FOR MICHA LASH:MICHA Lash1255 B Reid St, 5BRichmond Hill, ON L4B 1G11 (877) 283-7546 (Toll Free)www.michalash.comwww.twitter.com/micha_lashwww.facebook.com/cbonmichalashwww.pinterest.com/michalash
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My Salon
spot lIght on “the retreat health & beauty salon” by lIsa hobman
I’m sitting in one of the nicest Health & Beauty salons I’ve ever seen. I’mwaiting to interview Lee-Anne Jones, a “Master Lash Artist” and trainer,who works from a salon called “The Retreat Health & Beauty” in thepicturesque Northumberland market town of Berwick Upon Tweed. The salon is effortlessly beautiful and has been styled with such attention to detail, the likes of which you rarely come across in this day and age. From the abundance of chandeliers to the bespoke furniture, it is all simply stunning.
Q. Lee-Anne, the salon is exquisite, you must love working from here?
L. I do. It’s a pleasure; no really, it is. But more importantly my clients love to come here and that is what counts most of all. I wish I could take credit for the beautiful salon but I can’t; it was all Shona (Robertson), the salon owner. She has impeccable taste.
Q. What is the most popular treatment that you offer?
L. All things Lash Extensions!!!!!!! It’s what I do, all day every day. Semi Permanent Lash extensions are by far the most popular treatment that I offer. I am a full time “Lasher” and I consider myself very fortunate to come to work in a place like this each day and do something that I love.
Q. You are a fully qualified beauty therapist are you not, so how did you end up as a full time lash extensionist?
L. Yes I started out as a beauty therapist and found lash extensions along the way. It was an accident; a happy accident I should say. I was nearing the end of my beauty therapy training and a close relative told me about this “amazing new lash extension treatment that apparently lasted weeks and weeks”. My curiosity got the better of me, so I booked my place on the course and the rest is history. That was several years ago and I can’t believe how popular the treatment has become.
Q. So how many clients do you see in a typical day?
L. It depends, but roughly between 8 and 12.
Q. Wow that is a lot. How long does each client take?
L. It depends on what they are having, but usually between 30 mins. and an hour.
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Q. Why are lash extensions so popular?
L. I read something funny in a glossy magazine the other day it was,“Lashes are the new breasts! Women are obsessed with getting a bigger and better Pair.” It made me laugh but it’s actually true. Everyone wants to look better, don’t they? The best version of themselves, if you like. I find that lash extensions help them to do just that. They open up the client’s eyes and give the face and eyes the illusion of a lift. But what my clients love most of all about them is the luxury of being “Mascara Free”.
Q. Why is being free from mascara such a luxury?
L. For some people putting on mascara is a real chore, especially if they have the kind of eyesight that when they take off their glasses to apply their mascara, they can’t see their eyes properly in the mirror to apply it. Also, some people feel they are just not very good at applying mascara
and eye make-up, so for them, waking up with a set of beautiful eyelashes is pure luxury and for some clients, a necessity!!!!
Q. You clearly love what you do, so what advice would you give anyone who is just starting out in this industry?
L. I do love what I do! I would say to allow yourself time once you have completed your training to practise as much as you can. Yes you can learn new techniques over the course of a few days; however, it takes months, and in some cases as much as a year to perfect them. Try to walk before you start to run. I believe with something as visual as eyelash extensions we should all be doing them perfectly. There is no hiding place for your client if you do
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a bad job; they are right there on the front of their face for everyone to see. There should be nothing more important to a Lash Technician than their reputation!!!!! So take your time and make a good one for yourself.
For more information on any of the treatments or courses that Lee-Anne Jones offers, please contact her at [email protected].
Questions and Answers
:Q What is the best way to store my glue after opening the bottle?
:A The best way of storing adhesive once you have opened it, is to have the lid tightly sealed, place in a zipper bag with silica gel (the little packets you get when you buy a new bag). This silica will absorb any moisture and will prevent the adhesive from curing in the bottle. Keep in a cool, dark place.
:Q I’ve been lashing for about 3 years but I can’t seem to settle on an adhesive. I need something that sticks instantly and dries in 1-2 seconds. It needs to have a decent shelf life (Over 3 months; 6 or more would be great). Any suggestions?
:A Try Pro Flex glue (EU registered) from the Adele Sutton site www.adelesutton.com, Eyelash Addict www.eyelashaddict.com or Flirties Expert Strength adhesive http://www.beautytrix.me.
:Q I find my current adhesive is too strong for many of my clients. I either get clients’ eyes running throughout the treatment or clients’ eyes stinging. Any suggestions?
:A It sounds like your adhesive is highly fumed, probably containing a large amount of solvents. Try switching to a low odour adhesive, sometimes called sensitive adhesive. Low odour or odourless adhesives are usually made without the use of solvents. Mylash, distributed by Ellisons www.ellisons.co.uk, is a good example of a semi-permanent adhesive.
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:Q After using my tweezers for a while the tips get bent and won’t pick up lashes. How can I avoid this?
:ABent tips are usually caused by dropping tweezers. Easier said than done, but try not to drop your tweezers. Cheaper tweezers will bend easier and sometimes don’t meet properly. Make sure you get a good quality set of stainless steel or titanium tweezers to avoid these issues.
:Q I have a client that is allergic to tint; would she also be allergic to semi-permanent mascara?
:A Just because she is allergic to tint does not mean she will also be allergic to SPM. If you are trained in SPM you could patch test her to see if she has a reaction. Usually it is the PPD that clients are allergic to in tint, which is not in SPM.
Please email any questions you have and our team of regular contributors will be happy to answer as many as they can in our next issue [email protected]
Semi-permanent mascara has been available for several
years now, and has become a very popular treatment offered
worldwide. This long lasting eye and lash defining treatment
lasts around 2 weeks, and depending on the type applied
either wears off or can be professionally removed. It gives
you the look of a performance mascara but lasts far longer. It
is smudge proof and water proof, and virtually maintenance
free. There are now numerous brands on the market. Some
are pre-blended so require no mixing whilst others require
mixing with microfibers to create the required volume.
A semi-permanent mascara treatment is a great treatment
for a special occasion, popular for weddings and the perfect
solution if your clients are going on holiday and don’t like being
mascara free. It is also ideally suited to regular swimmers, gym
goers and the like.
Professional training is always required in order to perform this
procedure and it should be performed using the eyes closed
method for safety reasons, as one of the key components of
the product is cyanoacrylate (the adhesive base).
What to consider when choosing a semi-permanent brand:
1) Quality Product: Does the product perform well? Does it
have a 6 – 9 month expiry? Look for good therapist and client
feedback.
2) Safety: Is the product low fume or odourless? Is the product
formaldehyde free?
3) Training Provider: Does the manufacturer or training
provider give comprehensive training? Is training easily
accessible? For safety remember to look for a trainer who
teaches the ‘eyes closed’ method.
4) Availability: Is the product available in your area? Does
your supplier have any stock issues? Are you tied into one
distributor or able to choose where to purchase?
Pictures below are from Beauty Innovator showcasing their
semi-permanent mascara product Myscara. The Myscara
product is available in 25 countries.
See www.beautyinnovator.co.uk for further information on the
Myscara brand.
Louise Prunty (Lash Inc editor) is the creator of Myscara and
former owner and director of Beauty Innovator. Louise is
pictured below at the launch of Myscara in China late last year.
Semi-Permanent Mascara
Myscara China team – Distributors surprise Louise with a welcome banner (pre-launch demo day).
Photo credit deviahtart.com
BizarreWe thought It Would be good to share WIth you some oF the more bIzarre or InterestIng pIctures We have come across recently. the 3rd pIcture really conFused my braIn For a FeW moments.
If you come across a picture that’s a little bit different, please email it to us as we would love to see them and include
them in forthcoming issues.
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Eye Brow Trends
hIghly deFIned broWs have been on trend For sometIme noW. black and dIFFerent shades oF broWn Were the maIn oFFerIng. but coloured broWs are predIcted to be popular In 2014. WIll these broWs make the transItIon From catWalk, to salon treatment menu?
How to get the look:
TEMPORARY –
Option 1) Use a light coating of concealer on the eyebrows and then use eye shadow or pure mica over.
Option 2) Use colour eyeliner pens, glitter pens.
Option 3) Use body glue, let it dry for a few minutes then apply fine cosmetic glitter (be careful to use a piece of card as a shield to avoid glitter going into eyes during application).
Option 4) There are also temporary colour brow mascaras such as Anastasia Hypercolor Brow and Lash.
SEMI PERMANENT –
Use eyebrow lightener first if you have darker brows, then tint. Tints are available in a variety of colours from Refectocil and some other tint brands.
www.showstudio.com (Dior Trends 2014)
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www.bloom.com
Photo credit www.tumblr.com
Photo credit: SugarPill on tumblr.com
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Photo credit beautylish.tumblr.com
Photo credit http://undefinableindescribable.blogspot.co.uk
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Intense seductIve 1920’s look
tIps
The new winter collection by Artdeco charms us with its glamorous sparkly Vintage Glam range.This season it is all about deep purples on the eyes, contoured foundation to enhance features andhighlighted lips to intensify the look of the 1920’s defined cupid bow lips with a seductive sheen.
Celebrity makeup artist Melanie Doyle shares some of her secret makeup tips:
To emphasise cheekbones, you need to make the line of
the hollow of your cheeks darker. The line is located right
in front of your upper molars.
Use Artdeco Glam Vintage Highlighter to accentuate the
top part of your zygomatic bone (cheekbone). This will
make your face look almost perfectly oval.
If you do not want to wear lipliner, apply a small amount
of foundation on your lips, and then fix it with powder.
Now apply lipstick and Artdeco Lip Fix for a smudge free
application.
To give the illusion of a fuller pout, apply Artdeco Number
94 eyeshadow to the centre of the lips; a great technique
for photo-shoots.
When applying strip eyelashes, always measure the eye to
cut the strip to the correct length and apply the glue along
the lash line and the strip edge with a very fine brush. This
will ensure a perfect application that will last the night.
Make up News
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step by step
Prepare the skin by doing a double cleanse, tone, moisturise
blot and then apply Artdeco eyeshadow base to intensify
colour and hold in place. Apply a light application of
Artdeco face primer.
Using Artdeco skin camouflage creams, apply a shade four
shades darker than the natural skin tone to the hollows of
the cheek and areas of the face you want to give a slimming
effect to. Then apply a shade 3 times lighter to the areas
you want to enhance, such as the bridge of the nose, top of
the cheekbones and the centre of the forehead.
Apply High Definition foundation mixed with Illuminating
fluid, in between the gaps of the highlighter and shader;
and then blend lightly with a domed shape brush.
Set makeup with Artdeco loose powder and do some
additional shading if required with bronzer, then apply
Glam Vintage highlighter powder to the highlighted areas.
Eyebrows were defined with 282.3 brow powder and
Artdeco eyebrow filler to give a 3D brow look.
Eyes - Eyeshadow - Glam Dark Purple, Matt Smokey plum
and Matt Dark blue. Eyeliner in Damask Violet was applied
all over the lower lid and blended out to the outer edge; all
three eyeshadows were applied over the lower lid, the dark
smokey plum was applied to the socket and winged out
and then mixed with the matt dark blue to add definition.
The lashes were curled with Artdeco lash curlers, two
sweeps of black mascara and the new Glam Vintage
eyelashes.
Creamy Violet waterproof liner was applied to the lip line
and blended out with a small brush. Then Glam Stars
lipstick in shade Glamorous Flirt was applied and finished
with a sweep of Rosy Nude lip gloss.
Add a touch of Vintage Glam Blusher to the apples of the
cheek.
Celebrity Makeup Artist @MelVicMakup on Twitter &
Photographer Ian McNamus
Contact Artdeco 01514212308
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Ice Queen Nails
Step by Step
01stepPrep nails as usual, apply nail forms and prime ready for product application
02stepApply sliver, a white with iridescent glitter added and iridescent discs in random patterns. No two nails will be exactly the same.
03stepCap the nails with clear, building your nail structure.
04stepFile the nails, and buff with white block to remove any harsh file lines.
05stepUsing white paint, a fine brush and a dotting tool, add detail to nails.
06stepApply your gel top coat of choice to the nails.
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Dragon Marketing AdvicemarketIngNever underestimate the value of YOU and your personal brand when it comes to marketing and promoting your business. Creating this kind of powerful magnet at the heart of your business and building your ‘tribe’ of followers is the best strategy to maximize your bookings as well as increase the price you pay.
In business it’s easy to look at what everyone else is doing and
copy ‘tried and tested’ formulas – but I would ask you, how can
you stand out from the crowd? Dream up ways that can make
you different. Think about Lady Gaga and how her outrageous
outfits get publicity. So what can you do which is different or
PR-able? Take it to the extremes. Look at what is the ‘norm’ in
your industry and take it 180 degrees in the opposite direction.
Dare to be different!
For example, if you’re a nail technician could you create the
most expensive nails? The longest nails? Nails like the claws of
a tiger. It doesn’t matter if it’s a one-off or will never sell – these
‘Purple Cows’ are the way you will get noticed and have people
flocking to you. A great example of this kind of marketing is the
street artist Damien Hirst. Look at how he does it and get some
inspiration!
To get the most of this kind of ‘magnetic’ marketing – which
is literally drawing customers to you like bees to a honeypot
- you need a way to build your tribal following. Think of it as
building a fan base of people who love what you do and who
will tell everyone they know. Think beyond Facebook and
Twitter. Could you write a blog about the most outrageous lash
extensions seen on celebrities? Or create a Pinterest board of
the biggest and best lashes?
Rachel ElnaughEntrepreneur, Business Author, Speaker and Mentor, star of BBC TV’s Dragons’ Den and co-creator SourceTVwww.rachelelnaugh.com
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It’s also good to have a proper CRM database so that you
can start a two-way conversation with your tribe AND start
to recognise your highest value customers – both in terms
of their lifetime value to you, as well as those customers
who are your advocates.
Think of ways you can reward these customers via
incentives and referral schemes – and make your offers
‘value-added’ – as opposed to discount (which makes you
look desperate and makes them feel cheap). Think like a
premium brand.
Finally remember that your business is not always what
you think it’s about. You may think you sell lash extensions,
glamour nails and waxing but to your customer it may be
all about feeling sexy in bed.
When you market into the emotional needs and sensual
desires of your customer you move way beyond logical
considerations like ‘Can I afford it?’ Move into the space
where what you do is so seductive your customers won’t
be able to resist coming to you.
When you create this kind of powerful brand experience
– which appeals to all the senses – you will transform you
business.
Business Awards
Would you lIke to WIn an aWard For your busIness? be recognIsed For all your hard Work and be knoWn as beIng one oF the best at What you do? then read on...
the beneFIts oF enterIng aWards“Along with success comes a reputation for wisdom.” - Euripides
A survey, commissioned by award entry consultants ‘Boost
Marketing’ and undertaken by market researchers ‘Shape-
the-Future’, found, of the 400 business people who took
part, 81% admitted to being influenced by awards when
buying training/HR services for their business.
The research also demonstrated an increasing appetite for
entering awards despite the economic climate. This fact
was reinforced by 76% of respondents who agreed with the
statement “awards are important for generating business or
improving the value of a brand”.
When you think about it, awards can help you even more
in times of recession or an economic downturn. This is
when the value of the tool itself becomes very clear and
people turn to who they think they can trust.
Remember - winning an award is the greatest marketing
tool you can own – it builds public confidence in your
business from every angle.
The main benefits of winning awards:
1: Publicity, PR and brand awareness
2: It attracts new customers
3: Helps to retain current clients
4: Increases staff performance & satisfaction
5: It Feels Good and will give you renewed motivation
Most awards organisers will submit a colourful press
release to local and national press. If the story is of interest
to a News Editor or his or her readers, they will print your
success story. The truth is there is a great personal story
behind the launching of many businesses out there, and a
good journalist will soon pick up on this. But you can do
more to help things along.
You should also submit a press release yourself to the local
papers wherever you happen to be based. If the awards
company isn’t in your area then you will know more about
the local papers available in your own patch. Better still, try
and get to know the Business Editor or correspondent.
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It’s a proven fact that news coming directly from a local
company may be more successful than a carbon copied
press release. I’m sure you’ve heard many business
people talk about ‘word of mouth’ being the most powerful
advertising available to everyone.
Make sure you don’t submit photos in your email
attachment as most newspapers have automatic filters that
don’t accept attachments. You should say at the bottom of
the press release ‘photographs are available on request.’
Some newspapers may send a photographer directly to
you, but have an eye-catching, high resolution photo ready.
This also makes you look more professional.
Journalists are working to tight deadlines and if you make
their job easier this might also help to get it published over
a similar story. Also remember to send your press release
to sector-related magazines and blog editors. There are
hundreds of them all over the UK and it will help you learn
to use the media much more effectively.
This is all part of running a successful business and can
add to your own skill base!
There is little doubt Award wins will get your business
talked about within your industry, and ideally in the
media. Throughout every area there are breakfast clubs,
business forums, trade organisations and various other
related groups. They all have topics of conversation, and
your award winning business could be part of this.
But don’t leave it to other people to create a buzz about
your brand. Use social networking sites such as Facebook,
blogs and Twitter to keep people updated on your award
nominations, finalist status or award wins. All of these sites
can bring huge benefits if used in the most professional
and approachable way.
Customers like to be associated with a winning company,
and potential customers often make their purchasing
decisions based on the decisions of other businesses like
theirs. Don’t hide your light under a bushel!!
When prospective customers see you’ve won an award,
it can sway them to choose you over your competition
because you’re seen as a stable and high-quality company.
In a psychological way it can also make them better for
choosing you.
People like to get the best whenever possible, so your award
winning product may seem like a ‘no brainer’ compared to
a similar non-award winning product or company. Never
underestimate the public or potential buyer and always
try and put yourself in their position. What would you do?
Customers have already purchased your products or
services. Becoming an award winning company just
proves your customer right as they already knew how
good you are.
Customers like being right and are happy to keep receiving
your award winning products and services, but never
become complacent. We should always be striving to be
better in the longer term. We should always be striving to
go the extra mile for our clients.
Winning awards can improve employee morale. When
employees are proud of their company and their own
achievements, they have an excuse to tell prospective
brand aWareness
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and current customers why the
company won a particular award.
If they’re selling your product, it
makes their job easier because
of the awards company “stamp of
approval” from an unbiased source.
Employees feel that their hard work
is being recognised and in turn
increases their satisfaction and
positive attitude towards their work.
We all know making employees feel
valued can have a dramatic effect on
your business overall. People happy
in their work will do all they can to
help you and the company achieve
great things over time.
They feel part of something special
and as such will carry this on in
their daily duties. Business is also
about people and making them feel
they are really part of a successful
project. Never forget this!
We all like winners and having a number of awards to
display means your company has got the right formula!
“There is one quality that one must possess to win, and
that is definiteness of purpose, the knowledge of what one
wants, and a burning desire to possess it.”
- Napoleon Hill
WHY MOST COMPANIES DON’T WIN AWARDS
Here is the most important thing you can do in order to win
an award. It may sound obvious but here goes.
Enter the awards!!Take Action.
“In the end, the only people who fail are those who don’t try.”- David Viscott
Taking action is the single most important thing you will do
to be successful in life, in business and in entering awards.
If you ‘sign up’ to do a 10K run you have surpassed 0%
chance of success; if you do the training (increasing your
chances again) and turn up on the day, the probability of
completing the run is looking good. So, if you take action
to enter the awards, and keep taking action at each stage,
you will be ahead of most businesses. Also, by taking
continuing action, this will dramatically increase your
chance of a successful outcome.
Remember my own reticence at entering awards in early
2009? My business could win an award? I’m just not big
enough, surely? Why would they be interested in me? I
don’t know what they are looking for.
I may have thought about what I’d like to achieve in the longer
term – but as they say – you can’t win it if you’re not in it!
Many companies dream about winning awards but still
don’t take any action to make it happen. That’s why such a
small proportion of companies are award winners.
It’s a bit like those people who enter hundreds of
competitions in the hope of landing a few prizes, except
award winning companies know more awards are
attainable. That’s why these successful companies of all
shapes and sizes usually end up winning multiple awards.
They just couldn’t wish for better publicity for their
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business. Let’s be honest. No one is going to knock at your
door and hand you an award; you have to enter.
The fact is, it doesn’t need to take a long time to draft your
application. I allocated half an hour each day to work
on one entry and worked on it until it was done. Some
applications may take a few hours; some can take a few
days, but it’s worth the effort for sure, and patience pays off
in the long run. Once you get used to entering them you
can get entries written in a fraction of the time it took you
to enter your first few awards.
You can also learn much more from analysing your own
business – it makes you think really long and hard about
your long term ambitions and targets. You know your
business well and what makes you shine, so you are the
best person to write your entry. You need to be passionate
about your business and this will really show through to
the organisers.
If at all possible do not delegate the task of award entering
to an external person unless you are sure they can do a
better job and are just as passionate as you are. This advice
was given to me very early on!
If you really don’t have the time or don’t feel confident in
drafting a good entry why not ask someone within your
own company to help? Choose someone who is good
at writing and presentation - someone familiar with the
business and the way things are run. Get this right and
you’re well on the way.
If this isn’t possible you can outsource to a professional
award-writing agency. There are quite a few of them out
there. However, they will still require all the details you
would normally need if you were drafting it yourself, so
this still takes up valuable time.
You also need to feel very comfortable with them, as they
are going to be your main representatives. Good research
is vital to select the right agency, and of course you’ll need
to allocate a specific budget to this.
Agencies will usually operate on a fixed fee per entry.
They may also have a no win – no fee option. However the
latter option usually costs £1000 or more, so be aware it’s
possible you can allocate a budget and not be guaranteed
to win anything.
However, start building your belief early on and the rest
will take care of itself!
This is an extract from ‘How to Become an Award Winning
Business in 7 steps’ by Louise Prunty.
To continue reading about entering awards and the 7 step
system of how to win, please visit Amazon.
Available from www.amazon.co.uk (ISBN 978-1909229648). Published by how2become.
Spotlight on Photography
In the beauty industry, showing off your skills in
all their glory is an important factor in winning
customers and contests alike.
Hours spent training, selecting the right tools,
make-up and model is crucial! Choosing the
right photographer to capture and display your
work might seem a luxury but it is vital. It’s the
difference between choosing supermarket brand
make-up and a professional brand.
So what can the right professional photographer
offer that an iPhone, compact or bridge camera
can’t?
The answer, is passion and technical expertise
only a true beautician would understand: quality
optics, lighting control, poise and finishing details
that radiate quality whether it’s for the web, high
quality print or large graphic display.
To stand out from the crowd, it really does
require the best camera, correct lighting, and
model direction. An experienced, trained and
insured beauty photographer will bring out the
best in your work and have many extras such
as a portable studio, good advice and pleasing
background to complement the look and feel
you’re after. Selected images will be edited to
hide any small imperfections and produce one or
any number of final images; perfect for a ‘one-off-
shot’ or large campaign, be it for a website, glossy
publication or the popular display banners you
see at trade shows.
Be warned.
Not all photographers are the same. For a checklist
of things to ask before hiring a photographer,
email [email protected]
To arrange a photo shoot or make a general
enquiry, I can be contacted via facebook.com/
alexkylephotography, @alexkyle71 or voicemail
07867526479
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WWW.TRENDBEAUTY.COM.AU | PH +61 414 596 123 | [email protected]
Australia’s home to Trend Super Fine extensions, Lash in a Flash and MYscara.
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