Author: Valerie Reynaert

Delivering the VRBC difference to revolutionize training in the GCC Beauty Market

At VRBC we are very excited to be sharing our training programmes with salons across the region. Tailored specifically for the GCC beauty industry, our offering is a highly effective and entertaining workplace education and performance solution, unlike any other seen before. It consists of easy to understand presentations, engaging and memorable video content, as well as learning through play solutions. We have great confidence that what we are offering is fresh, fun and that it will deliver lasting training benefits to salon professionals.

These benefits are delivered through four key differentiators that our training offers: the content and application has been designed specifically for salons located in the GCC region; the training is delivered in person in your own salon space; as the first of its kind in the region, our training programmes incorporate education through play; and the results and impact of the training are easy to measure. This is what we call the VRBC difference.

Bespoke solution

With twenty years’ experience in setting up, managing, as well as consulting with leading salon brands across the GCC, our founder Valerie Reynaert, identified that there was an opportunity to enhance effective training delivery in the industry. This was evident in not only service delivery, but also business performance and staff retention trends seen across the industry.

Designed in collaboration with a European-based training facilitator to develop training courses and initiatives, specific to the Middle East, our programmes address key areas where maximum impact can be made.

Delivered by our Training and Development Manager, Chanté Jacobs, a highly experienced beauty industry trainer, the programme includes instructor guided sessions, presentations that are clear and easy to follow, engaging video content, role play exercises and board games. In addition, learning materials will be distributed for revision and reinforcement.

As Valerie and Chanté have been hands-on in the industry for many years, they understand what salons need for success and they are in the unique position to offer and deliver training that provides maximum benefit.

Convenience and personalisation

Oftentimes, training is not a priority because salon owners see this as a loss of working hours which they believe will have a negative impact on their clients and their bottom line. Nothing could be further from the truth, as training is key to happy clients and growing sales. And we bring this all to your doorstep.

Another benefit of delivering training on site, is that it allows Chanté to adjust her methods dynamically, and to make her teaching relevant to your salon layout, staff count, and specific services offered, making training more effective and also memorable.

Games, fun and laughter leads to deeper learning

Drawing inspiration from different popular board games, our training games have been adapted to help teach key lessons in the client journey. By harnessing the value of play, our programmes remove barriers, allowing deep learning to take place.

Each board game teaches specific lessons for the salon and beauty industry. Lessons that will help salons operate more efficiently and profitably and in so doing, enhance the service levels of our industry across the region.

VRBC training also incorporates animated videos to showcase best practices. When training is delivered in this way, learning is entertaining as well as educational. Where people are engaged, lasting learning happens.

A measurable return on your investment

The focus of our training and development programmes is centered around three major areas of impact – the Client Journey, which encompasses the experience you create for your customers from the very first phone call all the way to the conclusion of the service, through to selling skills, which encompasses training your staff on how to improve retail sales of products in the salon; and lastly handling customer complaints, a key skill which is of vital importance to the success of your salon.

As a result of our trainings being performance focused, the financial and commercial benefits will be tangible, you will be able to see a measurable ROI in turnover, customer satisfaction and retention.

Impact area 1 – The Client Journey

Clients will remember not only the services that you delivered but also how you made them feel when they were in your salon. The Client Journey training programme will teach your staff how to deliver outstanding customer service in all areas of your business, and how to establish and develop the best standards in the key areas of health and safety, appointment booking, welcoming standards, nail and hair services, the treatment room and when the client leaves the salon. You want your clients to feel like esteemed guests throughout their time with you.

Impact area 2 – Learning Selling Skills

Do you know that a healthy salon business generates around 30% of their total revenue through retail sales? That’s revenue in addition to the services already rendered. Our training in Selling Skills is about developing effective selling skills that will build loyalty and trust, create long term impact and enhance your brand’s reputation. Topics included in the training program include types of clients, the selling process, upselling and cross-selling, selling on the telephone, and closing the sale.

Impact area 3 – Customer Complaints Handling

The number of complaints is on the rise, worldwide, as clients have easy access to platforms such as social media and online reviews, and they are quick to use it to share a bad experience or poor service. The ineffective handling of complaints can result in an estimated 5-15% reduction in revenues, with a corresponding reduction in profits. When a business does not welcome complaints, it can result in a significant hidden cost. Our Handling Customer Complaints training programme provides your salon staff with the necessary tools and tactics to turn complaints into opportunities.

The VRBC training programmes are a powerhouse that will positively impact your business, your staff, your clients and your bottom line. If you would like to find out more about our training programs or for any booking enquiries, please email us as letsconnect@vrbeautyconsulting.com.

While the beauty industry is an exciting and vibrant space in which to work, there are many challenges that lead to beauty professionals experiencing high levels of stress.

As an industry operating within the retail space and offering services that are in high demand, many salons are faced with exceptionally long working hours – mostly six days a week, in some cases for 10 to 12 hours a day. Furthermore, the industry is plagued by complaints of salary deductions, low pay and unclear commission schemes, as well as lack of communication and respect – all factors which create fear and stress for employees. Sadly, without structured salon policies as well as a corporate and personal plan that ensures balance and wellbeing, burnout becomes inevitable for many.

Poor mental health is becoming a worldwide crisis, and at VR Beauty Consulting we have chosen to be part of the solution by helping the GCC beauty industry, by creating solutions and practices that ensure a healthy work culture across the industry.

The drive to prioritise a healthy work/life balance and to create a beautiful life is part of our business culture which stems from our founder, Valerie Reynaert, who struggled with exhaustion and burnout in 2019.

“Hitting rock bottom taught me that I was the only one responsible for my life and how I was living it. I now understand, from first-hand experience, how important it is to take care of your mental wellbeing, to listen to your mind and body to live a balanced and happy life,” says Valerie.

“I had to do a lot of work on myself, figuring out why it happened and how I could prevent it from happening again. It was not an easy road, but it was a very insightful and interesting one to walk.”

The benefits of prioritising employee wellbeing are numerous. Happy employees are more productive and generally perform better; team spirit and morale results in better service levels; and when your salon has a reputation in the market as an employer who prioritises wellbeing, you will attract better candidates who will remain loyal to you. By investing in an employee wellbeing policy, you will see fewer cases of employee burnout, absenteeism, and employee turnover.

When it comes to establishing salon policies, VRBC champions the importance of creating an environment where people feel safe, respected, and motivated; establishing open communication channels through daily briefings, weekly meetings and an open-door policy; treating employees with respect; organising team building events so people can connect outside the workplace; incentivising employees, paying them on time and praising them for good work.

“At VRBC, for example, we encourage our team members to switch off the moment they leave the office. We could work 24/7 but as an employer I don’t believe this is sustainable. The team is free to use their lunch breaks to go for a swim, a walk in the park or go to the gym. It is important to take a break as it is hard to remain fully focused an entire day. This is what I missed in my previous roles, so I wanted to do things differently and create the company culture I always longed for in the past,” says Valerie.

Another issue VRBC sees frequently when speaking to clients in the region, is the culture shock experienced by beauty professionals who come to work in the GCC from other countries. We often find that they have not been educated on how to deal with the cultural differences and are expected to just know how to behave. This causes unnecessary conflict between staff and salon owners as well as clients. ‘’To this end, we are also offering culture training going forward,” says Valerie.

Valerie advises a thorough onboarding process for every new joiner so they know exactly what is expected from them.

“Set clear goals and KPIs, provide clear job descriptions and have policies and procedures in place to avoid uncertainty. This will go a long way towards creating a sense of belonging and comfort for your employees, as well as avoid any unnecessary mistakes or conflict going forward.

Very early on in Valerie’s journey back to mental health, she says she realised that creating a happy life has a lot to do with the environment you create around you.

“If there are people who do not treat you well, you should determine if you want to accept this or not. If you don’t agree with the work culture you are part of, do you really want to stay? All those decisions are yours to make. Taking time out to reflect on what is happening in your life and if you are living your best life possible is crucial to being able to create your own beautiful life.”

On a personal level, Valerie chooses to prioritise exercise, journaling, and self-care. She also travels often and spends time with loved ones. To unwind and re-energize she heads to the ocean to go diving.

“Very importantly, whenever something triggers me in a negative way, I analyse the situation to understand what has triggered me and how I can avoid this in the future. I focus on the positive and make sure I surround myself with positive and inspiring people,” she says.

In conclusion, in our industry where burnout and stress are prevalent, we must join together to do the work necessary to build a positive work culture across the board. At VRBC we remain committed to assisting salons implement quality training and empowering employees to reach their full potential, and in so doing assist in creating happy employees and work environments.

VR Beauty Consulting is proud to announce the launch of a highly effective, and entertaining, workplace education and performance solution for the beauty industry!

With recent and exciting announcements of the launch of the VRBC training and development department, along with the appointment of Chanté Jacobs, who is a highly-experienced beauty industry trainer, we are now proud to announce the launch of several comprehensive training programmes, tailored specifically for the GCC market. The format of our programme is unique, and is delivered in a never-before-seen format that may take you by surprise.

Along with clear and easy to understand presentations, video content that is engaging and memorable, our training programmes will also include a fresh and fun element which holds many learning benefits – game play!

Sounds unusual, yet research is on our side. According to Tim Burkowske, a global training and development expert, research has shown that when we play, our brains are activated in ways that change the neural connections that impact problem-solving.

Learning in a fun way triggers the release of feel-good chemicals in the brain, such as oxytocin and dopamine, that help to regulate emotions, support social skills, and impact mood, memory, motivation, and attention. Another benefit of this form of training is that participants can work through challenging dilemmas, all while having fun. It is like you are creating a virtual, adult-sized playground where people can problem-solve, unpack ideas, engage with others, develop their skills, and create the best possible outcomes.

This was our inspiration when we approached the design and development of our training and development programs.

We have harnessed the value of play with our training programmes by creating board games that teach specific lessons for the salon and beauty industry. Lessons that will help salons operate more efficiently and profitably and in so doing, enhance the service levels of our industry across the region.

With twenty years’ experience in setting up, managing, as well as consulting with leading salon brands across the Middle East, VR Beauty Consulting founder Valerie Reynaert, identified that there was an opportunity to enhance effective training delivery in the industry. This was evident in not only service delivery, but also business performance and staff retention trends seen across the industry.

In response, VR Beauty Consulting collaborated with a European-based training facilitator to develop training courses and initiatives, specific to the Middle East, that will address key areas where maximum impact can be made.

The benefits of training and Continuing Professional Development (CPD) are significant and provide a positive return on investment as it not only creates a better experience for your clients but it also makes your employees feel valued and engaged while creating growth opportunities for them and reducing staff turnover while improving productivity. In addition, it will set you apart as a salon who invests in their employees and that is up to date on the latest trends, techniques and developments.

It has been proven that with regular in-salon training, service levels in your salon are significantly improved and these remain so for longer. Doing so consistently will build your reputation as a top-class and professional brand and increase your customer base and customer satisfaction.

We have drawn on decades of training experience to develop training programs that truly engage salon professionals, making learning easy, fun and most importantly, memorable.

The focus of our training and development programmes is centred around three major areas of impact – the Client Journey, which encompasses the experience you create for your customers from the very first phone call all the way to the conclusion of the service, through to selling skills, which encompasses training your staff on how to improve retail sales of products in the salon; and lastly handling customer complaints, a key skill which is of vital importance to the success of your salon.

Do you know that a healthy salon business generates around 30% of their total revenue through retail sales? That’s revenue in addition to the services already rendered. Our training in Selling Skills is about developing effective selling skills that will build loyalty and trust, create long term impact and enhance your brand’s reputation. Topics included in the training program include types of clients, the selling process, up selling and cross selling, selling on the telephone and closing the sale.

The number of complaints is on the rise, worldwide, as clients have easy access to platforms such as social media and ratings, and they are quick to use it to share a bad experience or poor service. The ineffective handling of complaints can result in an estimated 5-15% reduction in revenues, with a corresponding reduction in profits. When a business does not welcome complaints, it can result in a significant hidden cost. Our Handling Customer Complaints training programme provides your salon staff with the necessary tools and tactics to turn complaints into opportunities.

Our Training and Development Manager Chanté Jacobs will deliver these courses in person, a service that we believe will be valuable and vital for the Middle East beauty industry and in so doing, to bring added value to the learning experience. In her own words, Chanté says that she is driven to provide excellence in her training and that she is focused on being precise and paying attention to detail. She is looking forward to helping individuals achieve far more than what they were hoping for.

While each of our courses are impactful in their own right, the combination of all three is a powerhouse that will positively impact your business, your staff, your clients and your bottom line. If you would like to find out more about how we can help you in this regard, please email us at letsconnect@vrbeautyconsulting.com.

Promoting and encouraging sustainability in the beauty industry is a passion project for the team at VRBC, therefore it is only fitting that, as we approach the end of Earth Month with the theme of ‘Invest in our Planet’, we take the opportunity to highlight how salons can make sensible investments to protect our environment and in doing so, respond to the growing demand for more sustainability from our clients.

A sustainable approach to our industry starts by focusing on reducing waste, using products responsibly and selecting products that use responsible sourcing methods. This can all feel a little overwhelming, but with the incorporation of a few simple practices, you can be on your way to a more sustainable salon.

Sustainability keeps customers happy

A compelling reason to embrace the sustainability mindset is to keep up with customer demands and improve customer sentiment. In a poll conducted by weDo/Professional, the sustainable professional arm of hair care brand Wella, 54% of consumers said they consider sustainability to be a key factor when buying beauty, hair and skin care products, with more than half of respondents (56%) believing it is important to look for products with recyclable packaging and 44% concerned about choosing products that are cruelty-free.

With clients becoming more environmentally conscious and more knowledgeable about the ingredients that are in products, salons need to respond in a positive way and provide sustainable options for clients to consider. For example, by selling paraben-free products, focusing on products that are good for society as well as good for the environment, and focusing on products that are sustainably and ethically sourced.

An emerging trend we have noticed is that clients are actively seeking new and unique products to try. These could be products that are quirky, artisanal or ‘fresh’ brands that make your salon stand out. Salon clients are seeking uniqueness so be ready to provide something that catches their interest.

Join the forerunners in protecting our planet

VRBC works with a large number of salon owners across the region and we can say without a doubt that the discussions around sustainability in salons are increasing. Owners are interested in how they can incorporate more sustainable practices into their salons. We see a sincere desire from business owners to be more sustainable, because of their own personal values around the environment.

Here in the UAE the trend is already underway with both smaller salons, like Zaaz Spa & Wellness and That Hair Though, as well as bigger players like Bedashing and The Grooming Company running sustainability campaigns. I hope to see this trend and movement escalate in the region.

Where to start?

It is vital that you bring your team onboard with any strategy you wish to implement, but it is especially important with a sustainability strategy, which has a much better chance of succeeding if they are onboard and supportive of the concept.

There are so many ways to start the sustainability journey. Some of the most popular efforts we already see in the market are active recycling and active reduction of water and energy consumption. We also see the incorporation of non-toxic and eco-friendly products into salon product ranges.

To encourage and assist you in your own journey, below are our top tips about where to start incorporating sustainable practices into your salon.

Sort your salon waste for recycling

Sort foils, paper, plastic and hair. Yes, even hair can be recycled! Create sorting stations in your salon and encourage staff and clients to use them.

Reduce water and energy consumption in your salon

We are living in one of the most water scarce countries and yet we have one of the highest water consumption levels in the world due to climate, population and income. UAE residents use up to 550 litres of water per day, a number that is 82% higher than the world average.

Considering that the average UAE salon uses 50,000 litres of water per day, salons are uniquely placed to have a significant impact on the preservation of water. Using efficient water shower heads at your basins and training staff not to leave water running while they mix or apply products is a solution that is easy to implement and which will save you money too.

Installing energy efficient light bulbs, or even motion detecting lighting, that switches off when there is no movement, will reduce your electricity bill. Winters in the Middle East bring beautiful temperatures and breezes, so opt to switch off the AC’s and open the windows or doors where possible.

Incorporate organic or vegan products into your offering

Several salon beauty brands now offer organic or vegan options in their hair and skincare ranges, as well as reuse and refill product lines. These can be a key point of differentiation for a younger clientele and provides an opportunity for clients to return to your salon on a regular basis.

Use sustainable and eco-friendly hair tools

Exchange hair foils (that can take up to 400 years to decompose) for biodegradable paper sheets. Consider buying your scissors from suppliers who actively give back such as Leaf Scissors, who plant a tree for every pair of scissors sold.

Source ethically

Source high volume salon consumables like cotton wool, cotton buds, tissue and couch roll from manufacturers that use ethical employment practices and sustainable farming methods. Whenever possible, source biodegradable consumables.

Use non-toxic, eco-friendly cleaning products in your salon

We can now choose from a wide selection of natural and effective cleaning products that are effective, smell incredible and are good for the environment. Try to replace some of the harsher chemical cleaning products you use in your salon with a biodegradable and sustainably sourced product instead.

Offer fair-trade tea and coffee, water in recycled bottles or filtered tap water.

Delight your clients with a tea or coffee that is good for society and the planet! With several suppliers of fair-trade tea and coffee in the Middle East, it’s an easy switch to make. Encourage your clients to bring their own bottles of water, or offer to fill up their bottles with fresh, filtered water, reminding them why you are doing so will help to gain their support.

Bring plenty of oxygen releasing plants into your salon or plant an insect or bee friendly garden.

Lush, healthy plants bring a special touch to any space but be sure to select plants that release oxygen during the day such as Aloe Vera, Snake Plant, Orchids and Peace Lily. If your salon is located in a villa, plant insect friendly plants in the garden and opt for a biodegradable and bee friendly insect spray.

Tell your clients about what you are doing to support the environment and society as a whole!

Tell your clients what you are doing to be more sustainable and why you are doing it. Ask them for ideas and suggestions, and encourage them to take this journey with you. Your clients will appreciate your efforts and the opportunity to contribute to something that improves the world for us all.

Collaborate with competitors

This may sound counter intuitive, however, as with coffee growers and fashion retailers, the beauty industry has an opportunity to collaborate with competitors to shift the industry as a whole towards a more sustainable future. Opportunities for collaboration can be combining recycling waste and contracting an industry recycling partner, coming together as an industry to shift policies at a local and government level or simply sharing knowledge and experience of our individual journeys towards a more sustainable future.

In conclusion, promoting sustainability in the beauty industry is not only essential for the environment but is also becoming increasingly important to clients. By implementing simple and effective sustainable practices salons can make a significant impact on the environment and attract more customers who value sustainability. With a growing trend towards sustainability, it is time for salons in the Middle East to embrace sustainable practices and make a positive impact on the planet.

As always, the team at VR Beauty Consulting will be ready to assist in any way to help salon owners and operators design and implement sustainability strategies.

As the new year has commenced, salon owners are reflecting on 2022 to see what changes need to be made and what can be improved for a successful 2023. Although I look forward to a new year with excitement, I cannot ignore the issues that salons face come 2023 so I have put together my top four issues affecting salons and how to manage them successfully.

Market competition

In the UAE, the salon business is flourishing, with more than 5000 salons. So much so, that the UAE cosmetics market is one of the largest in the region, with Dubai leading the way. With more and more salons continuously opening, this is an incredibly competitive market, making it challenging for salon owners to keep their doors open for business. The solution here is to make your salon stand out from the rest, which will create loyalty and encourage new faces. With the level of competition and the sheer number of beauty salons that consumers have access to, knowing what makes you different and sets you apart from the rest is key.

This can include having the most well-trained staff and providing the best treatments and level of service. This could also include creating a beautiful salon, that is Instagrammable as well as sanitary and comfortable for your clients, and lastly, providing competitive pricing that makes it affordable for clients, yet still fruitful for the salon.

KSA salon industry growth

With the KSA salon industry rapidly growing, we are predicting a significant drop in the number of KSA residents traveling to the UAE for their hair, nail, and beauty services. KSA consumers will now be able to choose from the increasingly competitive local salons available to them right on their doorstep. The only way for this to not impact salons in the UAE too drastically is to get more UAE residents through the salon doors and spending money to compensate for any client loss. One of the best tools that you have access to is social media. A strategic approach to your social channels will ensure consistent messaging, create interest and generate footfall through the door.

The global economic crisis

With the global economic crisis in our midst, an increase in product costs and potentially a reduction in client spending, there are a few things that can be done to save money and cut costs which makes for better, wiser decisions during this time.

Once again, sufficient training of your team is something that will benefit you here massively. Focusing attention on training will result in the optimization of the operations and efficiencies of the salon. Staff should focus on areas such as reducing product waste and upselling where possible.

In an environment where clients are reducing their spending costs, it will be very difficult to increase their spend per visit every time; however, offering bundles or packages to clients is a great strategic method to get clients to pay more than they initially intended to. Things like a manicure and pedicure bundle or a balayage and blow-dry package are a couple of the favourites.

Labour law changes in the UAE

With the labour law change made in the UAE last year, it is now easier for staff to leave for a job at another salon. The aim here is to build a salon culture whereby your staff are loyal and want to continue working for you. Losing staff regularly has a major impact on businesses when you consider the investment required to recruit and train staff. My advice is to always do all you can as a salon owner to retain the staff you have. For any business to be successful, you need to invest in your people. And nowhere is this more important than in salons because your members of staff are the key to happy clients. Become an employer of choice by investing in the ongoing professional and personal development of your team members. Know that the younger generation of salon employees is looking for inclusion, empathy, and empowerment.

The above are very real and present issues that salon owners could be facing in the UAE during 2023 and could have some negative effects on the growth and success of salons; but with enough preparation and forward-thinking, there are solutions to these problems and your salon can have a very successful year ahead.

With 2022 about to become a distant memory and the prospect of another exciting and successful year approaching, VR Beauty Consulting (VRBC) has much to be grateful for and I am thrilled and proud of our achievements this past year.

In 2022, VRBC embarked on its third year of existence, emerging from the start-up phase and confidently entering the scale-up phase, in a marketplace that has been rapidly rebounding from the previous two years and returning to growth. It has been a joy to work with so many new and existing salon owners who have decided to invest in their future and position their businesses for rates of growth that have already surpassed pre-pandemic levels.

We took the exciting first steps of entering the Saudi Arabian market. It has been a true honour to see the dynamic businesswomen of Saudi Arabia set up their own businesses. I am proud to support this emerging movement, walking alongside them and assisting and motivating them through the setting up and development of their salon businesses. I have been in awe by the passion, drive and determination of the female entrepreneurs I have engaged with in Saudi Arabia, and have no doubt of the success they will achieve as a result.

This year I have fulfilled a very special dream that I have carried in my heart for years. We launched our Nepal partnership, through which we identify new beauty industry talent from South Asia and enable them to secure employment with salons in the Middle East. This was a goal I had in mind right at the start of VRBC, and in 2022 it became a reality. I could not be prouder of this work. In addition to this, we are in the process of launching our talent gateway, which will create a dynamic network of candidates and salons, and enhance the accessibility to talent in the Middle East.

In 2022, we took the bold step to expand VRBC’s services to include support and assistance on the sale of fully fledged salon businesses. This is an exciting new area for VRBC and one which we believe will grow in importance in the coming years.

As for my aspirations for 2023, there are so many — and through the process of looking back on 2022, I am becoming more confident that they can all be achieved!

I want to continue to build a business that is forward-thinking and that helps salon owners and the industry to evolve to new levels of success and profitability.

I look forward to working with new clients and helping them to achieve their dreams and goals, helping them to secure the best talent and thereby raising their standard of service delivery overall. Most of all, I want to do all I can to help people to achieve their maximum potential.

I look forward to embarking on this new chapter with all of you bearing witness. Happy festive period and I wish you all the very best for the new year!

The festive season is in full swing and you there’s a buzz in the air with Christmas celebrations and decorations galore. Competition in the beauty industry heats up at this time of year as clients prepare for year-end parties, vacations and New Year celebrations. There can be a lot of pressure to embrace the season and create a celebratory atmosphere in your salon, but there is also a fine line between ‘festive’ and ‘tacky’ when it comes to decorating one’s salon; but there’s no need to panic! Here are some of my top tips.

Deck the halls

…but keep it elegant. There is no need to buy every Christmas decoration in sight in order to make the salon a happy and festive space. A classic Christmas tree, simply decorated, along with some festive feel around each service station is perfect. It will add a festive touch for the clients without making them feel like they need to leave as soon as possible for fear of festive overload.

Festive packages

Your clients are likely to want to make sure they are party-ready for all the year-end celebrations with their friends and family. Why not save them the time of booking multiple slots for different services with the help of a ‘Festive Party Package’. This can include all the key services to look and feel their best this festive season, all bundled into one simple package.

Don’t forget your team

The festive time is a very busy one for salons, which means your team is going to be run off their feet. So don’t forget to give them a little cheer along the way. You can do this very simply by arranging secret Santa with a small budget or, if costs allow, you could treat them to an end-of-year party to say thank you for all their hard work in 2022. This also provides an opportunity to set the tone for the year ahead.

Added extras, with a festive twist

There are several ways to add a subtle festive spirit throughout the day. Why not offer a festive-inspired beverage or festive nail art and hairstyles. Another option is to offer festive gift boxes and wrapping within your retail section. Save your clients’ time from having to think about gifts for others while increasing your revenue this December. This is a win-win for both the client and the salon!

Scale back on social

By all means, post about your festive packages and what you have going on in the salon but remember your overall brand image and message. The festive season will be over before we know it, so you want potential new clients to understand what you do on a day-to-day basis and not be overwhelmed by countless pictures of Santa and his reindeer.

The last quarter of the year is an important time for salon owners. It is a time to reflect on the year that has passed, taking stock of the lessons learned, then looking ahead and setting goals and plans for the following year. Ultimately, it all comes down to this: how do you grow your business profitably? This is an important question to ask and there is no time like the present to start planning. To help you do so, I have put together my top five tips that can help improve profitability in your salon.

Increase your client base

One of the easiest ways to generate more profit is to grow your client base. This is done by reaching a new audience and encouraging them to try your services. In this area, word-of-mouth referrals from existing clients can be a very powerful source of new clients, so simply ask them to refer a friend or family member and then reward them for doing so.

Social media advertising is another effective way to reach a new client base. These days, with social media being at the forefront of everything we do, creating a salon that is pleasing to the eye and ‘Instagrammable’ can create the opportunity to reach new clients.

In addition,focus on providing good training to your staff, which, in turn, will improve the experience for your clients. Make sure your staff understand your brand message and encourage them to talk about it as well as other services you offer to clients, which should help to encourage them to re-visit.

Increasing spend per visit

You can encourage clients to spend more money per visit by selling products within the salon. Salons are often focused on services, but the most successful salons drive retail sales as well. When I conduct training, I often say that every client should leave the salon with at least one product to take home. Doing so can add significant revenue to your bottom line that would otherwise be lost. If these tactics are used correctly, you can unlock additional profit from your existing client base without additional investment.

Most people tend to stick to the services they know and rarely move away or expand on them. You’ve got the client through the door, which is the hardest first step. The next step is to keep them coming back and encourage them to try other services. Upselling can come across as pushy and annoying if done incorrectly. Your staff should be trained on how best to put this forward to clients. Teach them to communicate other service offerings that are either related to what the client is having or encourage them to get to know their client a little better, which will allow them to recommend services in a friendly and helpful manner.

Repeat business

Another way to grow your profitability is to encourage repeat salon visits or incentivise more services in one visit. Make your salon a luxurious, friendly and professional space that people enjoy spending time in. Make multiple services possible at one time, for example, enjoying a mani/pedi while having your hair blow-dried. Achieving this comes down to how productive and efficient your salon team are, so create a focus on training your staff and enhancing the experience for your clients.

Ultimately, clients are looking for a good experience, excellent customer service, top-quality results and a friendly environment.

Another simple but effective way to encourage them to come back is to ask if they would like to book their next service, which works well for regular services, such as manicures, pedicures and haircuts.

Reduce overheads

This step is a challenging one, yet as any business owner will tell you, it is also a necessary one. Review your operating expenses and make cuts where possible. Operating expenses can easily get out of hand, driving up business costs that negatively impact your profitability. Operating costs should be regularly scrutinised and understood, and I often find that they can be corrected simply with training or by providing operational enhancements.

Another key area to look at is staff training; productivity and staff retention both go towards reducing costs. Make sure that they are given the correct training and encouragement to meet service timelines. You can also look at cross-training to increase revenue, which reduces the overhead of employing further staff members.

The importance of marketing

Lastly, we should never underestimate the power of marketing to drive profitability. Whether you are recruiting new clients, launching new services, selling new products or announcing new staff or locations, marketing is how you will convey that message to your clients and generate revenue from that announcement. If you fall short on your marketing activities, you limit the profit potential of your business. Use ‘free’ channels, such as social media and email marketing, to regularly communicate with your clients. Use ‘paid’ channels, such as advertisements, to reach a new client base. The marketing opportunities are endless, and the rewards are significant, so ensure you have a plan for marketing to drive your profitability.

Increasing salon profits is not always easy but is totally possible with some consistency and clear goals in place. The key is to remember to keep your salon culture and values at the forefront of everything you do.

Can you remember a day in which you did not read or hear anything about sustainability? I suspect that just like me, you will have a difficult time in doing so.

Over the past decade sustainability has increasingly become part of our lives, our shopping behaviour, our home lives and our conversations. Without a second thought we now sort our recycled items from our garbage, drink our coffee from recycled paper cups and take our own shopping bags to the grocery store. We wear clothes made of recycled plastic bottles and ask if the salad is organic at our local restaurant.

As consumers, our behaviour shifted when we became aware of the impact of plastic in our oceans and the environmental benefits of reusing materials such as paper and plastic bottles. Personally, I was made especially aware of this when I volunteered at an ocean conservation program in Mexico, where the impact of plastic and waste in our beautiful oceans brought me to tears.

The coffee, fashion and jewellery industries globally have been focusing on sustainability for over a decade. The beauty industry however has been slow to adopt sustainable practices. I believe this is a wonderful opportunity for salons to connect with their clients and in doing so, can even provide a growth opportunity for salons who incorporate sustainable practices into their offering.

Cosmetics Business reports that in a poll conducted by weDo/ Professional, the sustainable professional arm of hair care brand Wella, 2,000 adults were asked about sustainability and beauty. The findings were eye-opening.

They found that 54% of consumers said they consider sustainability a key factor when buying beauty, hair and skin care products, with more than half (56%) believing it is important to look for products with recyclable packaging and 44% concerned about choosing products that are cruelty-free. However, 64% of these consumers say they found it difficult to buy sustainable beauty products.

Is your salon addressing any of these opportunities? It may be simpler than you think to start to incorporate sustainable practices into your salon operations. To help you start the journey, here are some ‘easy-to-implement’ strategies for your salon.

1. Just like at home, sort your salon waste for recycling

Sort foils, paper, plastic and hair. Yes, even hair can be recycled! Create sorting stations in your salon and encourage staff and clients to use them.

2. Reduce water and energy consumption in your salon

This is probably the easiest to implement and will add money to your bottom line in savings. Using efficient water shower heads at your basins and training staff not to leave water running while they mix or apply product will help to save water. Install energy efficient light bulbs, or even motion detecting lighting, that switches off when there is no movement, will reduce your electricity bill. Winters in the Middle East bring beautiful temperatures and breezes, so opt to switch off the AC’s and open the windows or doors where possible.

3. Incorporate organic or vegan products into your offering

4. Use sustainable and eco-friendly hair tools

5. Source ethically

6. Use non-toxic, eco-friendly cleaning products in your salon

7. Offer fair-trade tea and coffee, water in recycled bottles or filtered tap water.

8. Provide staff training on the importance of sustainability and better consumption habits.

9. Bring plenty of oxygen releasing plants into your salon or plant an insect or bee friendly garden.

Lush, healthy plants bring a special touch to any space but be sure to select plants that release oxygen during the day such as Aloe Vera, Snake Plant, Orchids and Peace Lily.

If your salon is located in a villa, plant insect friendly plants in the garden and opt for a biodegradable and bee friendly insect spray.

10. Tell your clients about what you are doing to support the environment and society as a whole!

11. Collaborate with competitors

This may sound counter intuitive, however, as with coffee growers and fashion retailers, the beauty industry has an opportunity to collaborate with competitors to shift the industry as a whole towards a more sustainable future. Opportunities for collaboration can be combining recycling waste and contracting an industry recycling partner, coming together as an industry to shift policies at a local and government level or simply sharing of knowledge and experience of our individual journeys towards a more sustainable future.

The list of opportunities to enhance your salon’s sustainability credentials is vast and exciting. On the supply side, salon beauty brands are developing products, packaging and systems that are sustainable and good for the environment. On the demand side, salon clients have already adopted a wide variety of sustainable practices into other areas of their lifestyle. As an industry we just need to step into the gap this has created. There is no need to worry about or delay implementing sustainability practices into your salon business. In fact, I suspect that in doing so, you will find a new and wonderful way to engage with your staff and clients, and the benefits of doing so will soon be seen in your business and our environment.

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