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Staying ahead of the curve is not just an advantage – it’s a necessity in today’s highly competitive beauty salon environment. As the beauty industry continues to evolve at an unprecedented pace, salons find themselves navigating through a whirlwind of technological advancements, shifting consumer preferences, and global market dynamics. 

In this era of constant change, the ability to identify, understand, and quickly adapt to emerging trends has become a vital element of business success. 

Through their daily business dealings and networking with beauty salon owners and operators across the GCC, our founder and CEO, Valerie Reynaert, and her team at VRBC, have a front row seat to these industry conversations and are well positioned to share insights from them. Here are the business trends that they say salons should focus on in 2024!

Training and Skills Development 

By Chante Jacobs, VRBC Training and Development Manager

Trend 1: Multi-functional staff

We are seeing an increased prominence of multi-functional staff within salons, who are able to easily switch between multiple roles within the salon as demands change during the day, week or month. 

These staff members have expertise across various beauty services rather than specialising in just one, making them more versatile and productive. This shift reflects a broader consumer preference for convenience and efficiency in their beauty routines.

Having staff members who can offer a comprehensive array of treatments, positions salons to meet the evolving preferences of their clientele and this approach is fast becoming a cornerstone of success in the beauty industry. 

This trend has even impacted our offering at VRBC, with the development of training programs we now deliver to clients in the GCC,  such as Face Fitness, Maderotherapy and Soft Skills. These play a crucial role in equipping beauty professionals with the diverse skill sets needed to cater to the dynamic preferences of today’s clients.

Trend 2: Every member of staff impacts the brand experience

In 2024, there is a heightened awareness among salon owners regarding the impact of every staff member on the overall brand experience. Salon owners are becoming more aware about the messages conveyed by their staff, recognising that each interaction contributes significantly to the overall perception of the brand.

Salon owners must be mindful of how staff members represent the brand, ensuring that every interaction, whether in-person or online, aligns with the values and image they want to project. This strategic approach not only enhances the customer experience but also contributes to building a positive and consistent brand identity which contributes to the overall success and reputation of the salon.

Marketing & Branding

By Carol Holdsworth, VRBC Marketing Specialist and Preshky Perera, VRBC Branding Specialist

Trend 3: Social Media is dead (unless you do this)

Social media has become the equivalent of a digital magazine. We scroll by posts on automatic mode, and only stop for those that catch our attention in some way. So how do we make sure that our posts get the attention we are looking for?

• Diversify your content: There are so many different formats of content, from videos to gifs, images to timelapses etc, which can drive interest and stop people scrolling past. Brands who dedicate time and effort to creating the best content they can for social media, will create the ability to stop people scrolling, and engage with their brand. 
• Quality content does matter: We would zone out if we saw fashion brands all using the same approach to photographing their new collections, so why do we do it in the beauty industry? Take a look for yourself. The images all look pretty much the same!  Have you considered new ways to capture what you do as a salon in a way that feels fresh and new, and most importantly, edited correctly? You can destroy a great piece of content simply by not editing it correctly. 
• Rethink social media channels: The old favourites of Facebook and Instagram may have worked for you in the past, however, have you considered if your target audience is still there? We see significant adoption and engagement on channels such as Snapchat and Tik Tok, with channels like Instagram showing a decline in year on year growth in 2023, in favour of Snapchat and Tik Tok. Ignoring this trend, could mean you are talking to a slowly emptying auditorium. 
• Stylists’ own social profiles can boost your salon brand visibility: We have seen across the industry that beauty professionals, stylists and therapists who focus on their own social media presence, will actually give the salon they work with a bump in reach and engagement. This is achieved either by tagging their page in a post, or through collaborative posts, which are shared between profiles. They are free to create the style of content that resonates with their own personal approach, which feels authentic, and the salon leverages this across their own socials by creating visibility for their staff. It’s a win-win. 

Trend 4: A Branding Refresh Can Revitalise your Salon

Consumer tastes evolve, and this is as applicable to branding as it is to our favourite hairstyles or items of clothing. Is your brand evolving with your consumer? Here are some key trends identified by VRBC’s branding expert Preshky Perera. 

• Bold and minimalist designs: We see an emerging trend of brand designs, as well as designs for customer touch points such as packaging, menus etc, that are bold, clear, striking and with fewer visual elements to distract the eye. Examples of extra elements are florals, script fonts and multiple colours. This minimalist design should not feel stark, but is focused on creating ‘ease of communication’ for the brand and removing the ‘noise’. 
• Gradients of interest: Multiple colours and layers of elements may be out, but gradients bring the ‘vibe’ and interest to brands that will be considered ‘on trend’ in 2024. Using single colour gradients (think ombre), will maintain the fresh, clean approach of our first branding trend, with the ability to draw the eye to where it matters. Gradients are perfect for social media and digital use, as well as printed media such as menus. 
• Branding that matters: Branding is not just about a logo or a colour palette. It is about using these elements to create a deep and authentic connection with your audience and to communicate what makes you unique.  Your branding is ‘experienced’ whether physically in a salon space, online on social media or a website, or at home with product packaging. Your branding tells a story and sets an expectation in the mind of the customer.

Sustainability

By Valerie Reynaert, Founder and CEO of VR Beauty Consulting

Many salons, brands and suppliers are taking on board the need to be more sustainable in all aspects of their business. Just this month we have seen salons supporting the international Veganuary campaign, for example. We are also seeing more and more salons focusing on being more sustainable by going plastic-free, using eco-shower heads or solar panels, recycling or buying salon furniture that has been sustainably produced.

Sustainability and its related practices cover an exceptionally broad spectrum and there are many ways to incorporate its principles. The trend that VRBC is highlighting as key for 2024, is the driver behind this topic – the consumer!

Trend 5: Consumers are driving the need for cleaner beauty

In today’s market, consumers are increasingly drawn to products that seamlessly blend sophistication with simplicity.  As individuals have become more conscious of the impact their choices have on the environment, there is a heightened emphasis on eco-friendly and sustainable practices. This extends beyond the product itself to include the entire lifecycle, from sourcing ingredients to packaging and disposal. 

Brands that align with these values and prioritise environmentally responsible practices are gaining favour among consumers seeking to make more ethical and sustainable choices in their beauty routines.

The intersection of sophistication and simplicity, paired with a commitment to cleaner and organic formulations, has given rise to a new era in the beauty industry. Consumers are not only looking for effective and high-quality products but also those that contribute positively to environmental and social well-being. 

Managing Talent

By Valerie Reynaert, Founder and CEO of VR Beauty Consulting

Trend 6: It is all about the team

Based on a comprehensive global survey involving 70,000 working adults, it was revealed that 75% of participants in the UAE actively seek new job opportunities while still employed. This highlights a pressing need for employers to establish robust employee retention strategies in order to cultivate a more stable and enduring workforce.

During and after Covid, everyone’s expectations and experiences were turned on their head and it has irrevocably changed the world of work. Employees have different priorities now and are looking for a positive and empowering culture in their workplace.

In response, businesses worldwide, and in the UAE, have implemented employee-centric HR solutions that are based on well-being, physical and mental wellness provisions, and work-life balance. Employee wellness is becoming a key focus of a happy and successful workforce. 

Besides transparency, benefits, and flexibility in their work styles, employees are also looking for training and skills development opportunities. In the beauty industry, change happens overnight and there is always something new for therapists to learn. Salons are uniquely placed and can benefit greatly by making an investment in skills development and offering growth and opportunity to their teams.  

A last point to cover involves workplace diversity. The pool of candidates, particularly in our industry, is not extensive. To be in a position to stimulate growth, salons must not be short-sighted when it comes to looking at talent from abroad. While foreign talent may need to transition to the very high standards of our local industry, with correct training and leadership, salons can build a diverse, formidable and innovative team that meets the needs of the diverse UAE clientele.

In our fast-paced world, where innovation is the currency of competitiveness, businesses that fail to keep a vigilant eye on industry trends risk becoming irrelevant. Don’t let this be you!

In the dynamic landscape of the GCC beauty industry, staying ahead of the curve demands a proactive approach if you want to stand out from the crowd. As we embark on the journey through 2024, we at VR Beauty Consulting believe that the need for strategic revitalization has never been more important and that the key to having a successful year ahead lies in the ability to transform challenges into opportunities and status quo into innovation.

It is possible to breathe new life into your team and business, setting the stage for unprecedented success in the year ahead. Here are our top tips that will not only position your team for excellence and propel your business to new heights in 2024, but which will also unlock your salon’s potential for growth, resilience, and triumph.

Motivation

Do not underestimate the impact of creating a workplace environment that has a positive culture and which prioritizes motivation as a key to success. 

As a salon owner, you can make great strides by understanding what your team’s personal and professional goals are and figuring out how you can help them achieve these goals.

Recent international researchshowed that 39% of employees feel underappreciated, while 77% would agree to work harder if they’re receiving more recognition. Employee motivation activities are one way to make sure employees feel appreciated and boost productivity. 

According to Business.com, the benefits of focusing on creating the best employee experience, through workplace engagement and motivation are numerous. Besides enjoying higher staff retention, businesses with a motivated team also enjoy:

• higher productivity and performance
• improved manager-employee relationships
• improved customer service and 
• better company reputation.

Goal Setting

Goal-setting is a fundamental aspect of personal and professional development and provides a clear sense of direction, purpose, and motivation. In a salon setting, goals pave the way for structured planning and focused action and instill a sense of accountability in the team. 

When setting goals, follow the SMART acronym for your team. Set goals that are: 

• Specific: which clearly explains what should be done and when and who will do it.
• Measurable: which can be measured against standards. 
• Achievable:  can be challenging but must be attainable. 
• Relevant: aligned with company objectives and higher goals. 
• Timely: have a clear time frame to achieve objectives.

Once you have your goals identified, then structure them in the MSC Framework, which helps you identify tasks or deliverables that:

• Must be done each month
• Should be done (important but have some flexibility around them)
• Could be done (nice to have). 

This approach, along with regular feedback and guidance will unleash motivation within your team. 

Training

Training is a great tool to motivate your team. AUK training organisation, highlights that as employees see their skills improving, they gain a sense of accomplishment and confidence in their capabilities. This boost in confidence, in turn, motivates them to apply these skills in their roles, leading to increased job satisfaction and overall engagement. 

Studies prove that organisations that have good training plans for employees will see enhanced performance from their employees as they are more efficient and able to perform tasks faster. This efficiency leads to a reduction in the time taken to complete assignments, resulting in higher productivity. It also improves the quality of their work and elevates overall company results. 

VRBC’s tailored training programmes in soft skills, nail skills, face fitness and maderotherapy are of world class standards and will allow you to enjoy a significant return on investment, as well as all the benefits mentioned above.

Marketing

In the highly competitive beauty salon industry, a well-crafted marketing strategy, coupled with effective content marketing, can breathe new life into a business and establish a strong connection with customers. To revitalize a beauty salon, understanding the unique preferences of the target audience is crucial, and this is especially true for the highly discerning GCC female consumer.

A comprehensive marketing strategy should encompass a mix of online and offline channels, with a significant focus on social media. Social media platforms play a pivotal role in reaching and engaging GCC female consumers, who are known for their active presence on platforms like Instagram, Facebook, Tik Tok and Snapchat. These platforms not only provide an avenue for showcasing the salon’s expertise but also enable direct communication and engagement with the audience.

Content marketing plays a key role in establishing the salon as an authority in beauty and wellness. Blog posts, video tutorials, and infographics can be created to educate and inspire the target audience. 

Moreover, utilizing influencers and testimonials on social media can amplify the salon’s reach and build trust. Personalized promotions and loyalty programs can also be integrated into the marketing strategy to incentivize repeat business.

In essence, a well-executed marketing strategy, with a strong emphasis on content marketing and social media engagement, can position a beauty salon as a go-to destination for the discerning GCC female consumer, leading to increased brand loyalty and business growth.

As we approach the end of 2023, it’s a moment for reflection. 

This year has been incredibly intense, filled with accomplishments that I deeply cherish. However, I must be honest; it hasn’t been a walk in the park. Achieving these milestones came with stress, pressure, and, at times, chaos.

I take immense pride in our significant accomplishments:

• Crafting tailored soft skills programs and innovative board games for salons, addressing the demand for elevated customer service standards. These games aim to facilitate learning through engaging interactions.
• Introducing Technical Trainings including Nails, Face Fitness, and Maderotherapy.
• Establishing our Training Department, welcoming two exceptional professionals to our team.
• Pioneering the industry-first Talent Gateway, an online recruitment platform catering to experienced salon professionals, addressing the industry’s talent needs.
• Showcasing our presence for the first time at an industry exhibition.
• Launching our Branding, Marketing Strategies, and Procurement and Inventory services, offering expertise to salons seeking distinction in a competitive landscape.
• Expanding our team from one to eight members: 3 full-time employees, 4 partners, and myself.

Growing a business involves building a team, a task not without its challenges. Finding the right fit isn’t easy, and the interview process often conceals important details. Reference checks are imperative, even when outsourcing recruitment. Ensuring a thorough process can save time, money, and prevent disruptions within the team.

Financial pressures accompany rapid growth. Solely relying on profits and personal savings for business expansion brought sleepless nights and stress. During tough times, true colours emerge. As my parents taught me, not everyone who smiles means well.

A profound lesson this year was about not blindly trusting people, even those close for years. Many prioritize themselves, compromising values for personal gain or ego protection. It’s eye-opening yet deeply hurtful. Discussing this with a friend, mentioning how stupid I had been, she remarked, “You’re not stupid; you’re an optimist. You believe in treating people well.” That resonated; I’m drawn to authenticity and have focused on surrounding myself with like-minded individuals. Those who don’t prioritize your well-being aren’t worth keeping close.

Building achievements brings numerous lessons. Isn’t that the essence of life—continuous learning? Negatives persist, but acknowledging the positives amid challenges is an art.

Reflecting on the intense yet rewarding journey of 2023, here’s some hard-earned wisdom I’ve picked up along the way that might just make your journey a bit smoother:

• Celebrate Achievements: Acknowledge and celebrate accomplishments, no matter how small they may seem. They serve as milestones in your journey and deserve recognition.
• Embrace Challenges as Learning Opportunities: Every obstacle or challenge encountered is a chance to learn and grow. Approach difficulties with a mindset geared toward extracting lessons and wisdom.
• Thorough Recruitment Processes: Building a team is crucial. Prioritize a comprehensive recruitment process. Beyond interviews, conduct thorough reference checks to ensure a better fit and prevent future disruptions.
• Financial Planning and Diversification: Rapid growth often brings financial pressures. Plan strategically, diversify funding sources, and consider seeking advice from financial experts. Dependence solely on profits and personal savings can be risky.
• Trust and Authenticity: Trust is valuable but verify authentically. Not everyone may have your best interests at heart. Prioritize relationships with those who share similar values and prioritize mutual well-being.
• Optimism vs. Realism: Being an optimist is a strength, not a weakness. Balancing optimism with realism can help maintain a positive outlook while being aware of potential challenges.
• Self-Care and Surroundings: Surround yourself with supportive, like-minded individuals. Prioritize self-care and mental well-being. Your environment significantly impacts your growth and mindset.
• Balance Positivity and Acknowledgment of Challenges: Recognize both positives and negatives. Acknowledging challenges doesn’t diminish achievements; it adds depth to the learning experience.
• Continuous Learning: Embrace the essence of life as a journey of continuous learning. Each experience, positive or negative, contributes to personal and professional growth.
• Gratitude: Cultivate a sense of gratitude. Being thankful for the lessons learned, the support received, and the opportunities encountered fosters a positive mindset.

As we wrap up 2023, here’s hoping these lessons help light the way for an awesome year ahead full of growth, resilience, and a whole lot of wins!

October is a month of celebration for me, both personally and professionally.

It’s the month I celebrate arriving in Dubai 20 years ago! It is also a celebration of the 20 years of working in the beauty industry in the region which culminated in the realisation of my biggest dream – starting VR Beauty Consulting. Join me as I go down memory lane and look back on the journey that brought me here. 

When I first arrived in Dubai, I was fresh-faced and ready for a new adventure. 

Back then we only had Deira City Centre and Mazaya Center to do our shopping from. There was no Ski Dubai or Burj Khalifa and they were just building the first apartment buildings in Dubai Marina. The majority of Western expats were living in Mirdif, which then shifted to the other side of Dubai when all the communities such as Springs and Arabian Ranches were built. 

We worked Saturday to Wednesday, with Thursday and Friday being the ‘weekend’. That was when the small expat community, where everyone knew each other (especially if you were Belgian like me) would get together. Looking back at pictures from that time and comparing them to today, the city is unrecognisable. 

When I first got to Dubai, I had high hopes for a career working as a beauty therapist in a beautiful salon in the city, with fellow beauty professionals like me, passionate about delivering exceptional service. Then I went for my first interview at a salon and it immediately became apparent to me that the way a beauty therapist was perceived, needed to improve. 

The salon industry in the UAE 20 years ago was vastly different. 

The majority of the salons were small businesses, with no proper branding, no vision, and limited financial understanding and planning. They had limited brands, tools and equipment to choose from. They focused on offering a large range of services but not on customer experience or service. It was all the wrong way round. 

Never one to sit in a corner and cry, I chose to explore ways to grow my expertise and soon other exciting opportunities presented themselves, and I grabbed each one with both hands. 

Twenty years later, I am proud to say that I have a thriving beauty consulting business that I built from scratch and I believe, having come from a family of entrepreneurs, the idea of starting a business has always been somewhere inside of me.

However, the catalyst for taking the leap to start my own business was brought on by some devastating personal challenges, including a near fatal car accident that left me with a disability for life, an abusive marriage, a tough divorce, an unbuilt property due to the real estate crisis, and ultimately a physical and mental burnout. 

The realisation that I was building someone else’s dream, and not my own, was the push I needed to start VR Beauty Consulting.

Without a doubt, living in the UAE has made it possible for me to achieve this dream, and it has shaped who I am today.

Let me explain. When you live your entire life in the town or city you were born in, there are many obligations when it comes to people who have been part of your entire life and your parents’ life. Living in Dubai, you can build your circle of friends from around the world, and surround yourself with people who inspire you.  

After my burnout I decided it was time to surround myself with positive people and to eliminate those who took the positive energy out of my life. In that time I grew closer to those friends who are more spiritual and who have shown me the true meaning of life, but also to those entrepreneurial friends who encouraged me in my professional growth. Surrounding yourself with positivity, makes for a much happier you and a happier life.

I believe that moving to Dubai was the best decision I ever took in my life. I truly believe that anything you want to do, Dubai gives you the opportunity to do. If I had to do it all over again I wouldn’t do it much differently, because overall I have lived a very blessed and happy life here in Dubai and this city has brought me many opportunities and life lessons. 

The only thing I would tell young Valerie is to start saving from the moment I started to earn money, not blindly trust people because you believe everyone is as trustworthy as you, and to only surround myself with positive, good people. 

As I take a moment to celebrate and appreciate this twenty year milestone, I am filled with excitement for the next twenty! 

I believe we haven’t seen half of what changes and evolution is yet to come! With the salon industry in the GCC continuing to show such rapid growth, the sky even isn’t the limit. 

In the UAE, we see that many international brands want to enter the marketplace now. We also see more beauty exhibitions being staged, training academies popping up, showing that the industry now also better understands the importance of training. As our industry is growing, higher standards are being set.

If the UAE brought many opportunities in the past, even more opportunities are ahead of us. I am truly excited for the future. You will see me and VR Beauty Consulting around for many more years to come!

In the world of beauty, the customer experience plays a pivotal role in defining the success of a salon business. Mastering the journey that your clients’ experience is the golden ticket to success. It is more than a series of transactions; it’s a narrative that begins when a potential client first discovers your brand and continues long after they’ve walked out the door. It’s a story of anticipation, warmth, transformation, and long-lasting impressions.

This journey is essential for building strong customer relationships and fostering brand loyalty. To make this journey unforgettable, you first need to understand it inside and out. So, what should this journey look like, and how can you achieve it? Let’s explore the path to crafting a perfect client journey that keeps your customers coming back for more.

The client journey begins long before the customer walks through your salon doors. It begins when a potential customer first discovers the brand. This initial encounter lays the foundation for what could become a long-lasting client relationship. In today’s digital age, active social media channels are key, and by recognizing the importance of this discovery phase, salon owners can set the stage for a positive client journey, where each step builds upon this initial impression. Another potential channel for discovery is on the powerful platform that is Google. You may not yet have a website or active social media, yet if you create a Google My Business page, you will automatically be considered for all relevant google search results. This unleashes massive potential.  It costs nothing, and offers functionality such as posting, ratings, queries and much more. 

When the client visits the salon, their first impression is crucial and so you must establish a welcoming and inviting atmosphere. This is only possible when training has been effectively used to align all your team members behind this goal. It includes greeting clients warmly and offering refreshments during their brief wait, all while ensuring the ambiance exudes comfort. Conducting effective consultations is key; engaging with clients, actively listening to their desires and expectations, serves as the foundation for a truly personalized and exceptional experience. The end of a client visit should be equally seamless, with product recommendations and future bookings addressed in an effective way. When it all comes together, it is effective and engaging. 

At the core of every client journey is the service itself, emphasized by two important factors. Firstly, you must prioritize skill and expertise, ensuring that your staff are not only well-trained but also well-informed of the latest industry trends and techniques. Clients should possess unwavering confidence in the capabilities of their service providers. Secondly, transparent communication is key throughout the service. By maintaining this, it ensures that clients are well-informed about the procedures and products in use.

Beyond the service itself, the client journey ventures into its post-service phase, which provides valuable opportunities to further enrich the client’s experience. This includes delivering personalized recommendations tailored to their specific needs, offering guidance for at-home maintenance, and suggesting future services or products aligned with their preferences, all of which shows your unwavering commitment to the customers satisfaction. Furthermore, the expression of sincere gratitude for selecting your salon and conveying genuine enthusiasm to welcome them back. This final touch leaves clients with a lasting positive impression and reinforces their connection with your salon business.

Now that we’ve given you the blueprint of an ideal client journey, let’s dive into the practical steps to bring it to life. Your salon staff play the leading roles in this client journey narrative, and so it is important to invest in their training to ensure the delivery of exceptional service. Encourage them to exceed expectations and go the extra mile to ensure client satisfaction. Continuously gather feedback, analyze data, and refine your client journey accordingly. Pursue a relentless commitment to improvement.

In conclusion, mastering the client journey is about creating a seamless and memorable experience that keeps clients coming back and turns them into enthusiastic brand advocates. Each phase of the journey, from discovery to post-service interactions, contributes to building strong customer relationships and driving the success of your salon. In today’s competitive market, exceptional customer experience isn’t a luxury; it’s the foundation of long-term success.

It’s time to embark on this beautiful journey toward salon success!

The famous quote, “Music gives a soul to the universe, wings to the mind, flight to the imagination, and life to everything”, speaks of the power of music on the human race. Across cultures and generations, music has the ability to transport one back to a memorable moment in your life, where you can feel the emotion, and even taste and smell the elements of a precious memory. This power is a tool that beauty salons can harness to create an added layer of experience for their clients and to create memorable client journeys, which keep them coming back for more.

At VRBC Consulting, we recently had the opportunity to learn all about the unconscious power of music on customer behaviour from a sonic branding expert, Tim De Smet from Sonhouse, a Belgian sound production company that works with companies around the world to create sound branding to enhance their businesses.

According to Tim, in-store music that matches the brand can increase revenue up to 20% and the length of stay up to 30%.

“Music equals emotion, it enters our limbic system, which is also the part of our brain where we make decisions. We can trick our emotions through the use of music because it triggers feelings. Sound by itself has an impact, but also the type of music and genre moves people. In that sense it’s important to make sure that your music playlist fits the message of your brand and the identity you want to share. It is really important to think about your sound identity and to make a relevant translation with a clear goal of breaking through the noise and connecting with your client.”

Tim shares that in the book, The Power of Sound, by Cedric Engels, about tests that were concluded in hospital, where they gave 500 people headphones playing relaxing music prior to surgery – all the patients needed less sedation for surgery!

“We live in an acoustic landscape. We are constantly surrounded by sound without actually realising it: traffic, a birdsong, construction noise, music. These sounds have an impact on our behaviour, on the way we feel. If you are dining in a restaurant with bad acoustics your body produces cortisol, a stress hormone. If you go out for a run and listen to up-tempo music, your performance will increase because neurons are triggered. Music affects our whole body, says Tim.

When it gets down to business, Tim says, music can literally add revenue to your top line. A study conducted by a pizza food chain proved the correlation between music and revenue. They experimented with a lunch playlist for their busiest time of day and played music that was upbeat – with the objective of energising their staff to move quicker to meet the increased demand at lunch time and to get more people in and out the door, and it worked. Then in the afternoon, when most people come in for coffee, they played jazzy, calming music and people stayed longer and spent more, because they were relaxed.  

This experiment showed that not only can music affect your clients but it can also be used to create an environment that enhances staff performance and productivity as well. 

In another example, a warehouse chain needed to increase the sales of their boxes of French wine so they played french music and the stock moved faster – they sold it all.

‘If you are in a beauty salon and hear the right music at the right moment you will feel relaxed, happy and engaged because dopamine will be released within your body’. Research proves that high-end instrumental music, for example, makes people stay longer in a place and gives them an association of ‘beauty’,” says Tim.

At Sonhouse, Tim says they work according to a methodology that is memorable, different, consistent and alive. They look at the mission, vision and aspirations of the brand and then composers create music that synthesizes with the brand.

“Remember, competitors can use the same music as you. We can create customised music that is alive and unique and which can be adjusted to the season and requirements.”

When it comes to choosing music to support your brand, Tim advises that for beauty salons selling the idea of luxurious pampering, soothing music with a slow tempo, gentle volume and almost no beat – will reinforce the experience well. For a young, vibey and edgy hair salon brand he recommends a playlist made up of happy, upbeat music as well as that the volume could also be higher to create the right mood and ambience that matches the energy of the brand. Similarly the music genre and tempo selected will vary between a ladies and a gents salon. 

Thanks to the rise of e-commerce, people are not going into the shops as often anymore – when they come into your store, you need to give them an experience. When skillfully utilised, music can become a silent salesperson, weaving its magic to uplift moods, elevate brand perception, and foster an unforgettable journey for your clients.

Is training an ongoing priority in your salon? If not, it should be.

The ‘post-pandemic rebound’, in which salon owners saw their revenues and foot fall recovering strongly after the pandemic, is now starting to slow. With more salons opening, skilled staff shortages and overall salon productivity dipping, salon owners need to find the fuel required to power through the next phase of business growth, and according to our Founder and CEO, Valerie Reynaert, that fuel is training. 

Employee training is an integral part of any business and the goal is to empower your staff to become industry professionals who deliver outstanding customer service. Unfortunately, many salon owners do not see training as an investment.

Valerie shares that “When training is seen as an investment and becomes part of your long-term strategy, it becomes a tool that empowers your staff, builds loyalty, retains quality talent as well as builds your business and increases profitability. If you want your salon to have a competitive edge, the first step you can take in that direction is having a well-trained workforce.” So why should salon owners take heed of Valerie’s advice?

Although available research in the beauty industry is limited, a survey undertaken by  Training Magazine, showed that  in other industries, companies who offer comprehensive training programs are 24% more likely to achieve higher market share in their respective industries. Training can have an especially significant impact in service related industries, with research completed by Training Magazine showing that organisations that invest significantly in employee development have 218% higher customer satisfaction and 24% higher profit margins compared to companies that invest minimally in training.

In 2022 the PwC Middle East Workforce Hopes and Fears Survey , which surveyed 52,000 respondents across the region, working at all levels of business, found that in our post-pandemic world, employees are thinking more carefully than ever about their career, with around 30% of Middle East respondents saying they were ‘extremely likely’ or ‘very likely’ to look for a new job in the next year, that equates to 1 in 3 people and is significantly higher than compared with a global survey average of 19%. 

The report goes on to say that the best way for employers in the Middle East, like their global counterparts, to resolve employee anxieties is to build loyalty and trust by investing in training programmes that upskill employees, for which there will be no shortage of participants. 

The report states, “Any employer who is in doubt should take on board the following finding: more than 60% of respondents in the Middle East said some kind of specialist training was a necessity in their jobs, substantially higher than the global average (48%). Some 75% of the employees surveyed in Kuwait, 60% in Qatar, 58% in Saudi Arabia and 46% in the UAE believed their country had a shortage of people with specialised skills. However, respondents in the region were more confident than the global survey average (47% vs 40% globally) that their employers were prioritising upskilling.”

The trends identified in that report are already being seen ‘on the ground’ in other service related industries in the Middle East with the Group Head of Learning and Development at Dubai-based retailer, Chalhoub Group, Zaur Shiraliyev being quoted in a Fast Company ME article as saying that “In the post-pandemic world, just like we are observing changes in consumer behaviors from a retail perspective, we are observing huge changes in employee preferences and choices. Well-being, purpose, and learning are becoming the key differentiators in an employer’s choice. Learning is the new currency.”

This insight is being reinforced through our own daily interactions with salon owners and staff across the region. 

“I am having more conversations around training and upskilling or multi-skilling staff than I have had in recent years” shares Valerie. “Salon owners have realised that getting customers through the door is only the first part of the process and that their staff are not always equipped to maximise the in-salon opportunities.” This is where training steps in and delivers results to the bottom line. 

Our Training & Development manager, Chanté Jacobs, is receiving similar feedback from salon staff who are expressing their interest and engagement in the training which she delivers. She shares that “I am seeing salon staff really getting involved in the training process. They don’t just sit quietly and wait for the end, they ask questions, discuss solutions and really engage with the material that I am delivering.”

In summary, the benefits of training for your business are many and include:

• Reduction in errors, improved efficiency, minimal need for constant supervision, all of which contribute to cost savings.
• Innovation as a direct result of stimulating creativity and enhanced problem-solving skills.
• Better prepared staff, quality customer service, increased sales, greater rebooking rates, a more professional environment and most importantly, more profit.

For your employees, the benefits are numerous too. Training:

• Helps to develop their skills, knowledge and techniques
• Keeps them passionate and their morale high
• Gives them a sense of purpose and belonging in the company and so they become stronger brand advocates. 

Investing in employee training should be a top priority for our industry as it creates a win-win situation that positions salons for success while nurturing and empowering their workforce. Implementing continued training produces guaranteed quantifiable benefits and you will see a return on your investment, without any doubt.

The Middle Eastern beauty industry is a billion dollar business known for delivering the best of the best in cutting-edge trends and quality products, but not always in service delivery. With an expanding market of well-informed consumers who are invested in personal care and beauty treatments, projections are that the industry will continue to grow and increase in value. According to statista.com, revenue in the beauty and personal care market in the UAE amounts to US$1.14bn in 2023 and the largest market segment is personal care with a market volume of US$0.52bn

With an estimated 8 000 to 10 000 beauty salons in the United Arab Emirates, competition is fierce. It is not enough to just have an attractive storefront and to offer the latest and greatest in treatments. Salons must be the best at what they do on all fronts to retain customer loyalty and ultimately, to make a profit and to grow.

VR Beauty Consulting’s newly-launched training programme and the subsequent appointment of our Training and Development Manager Chanté Jacobs allows us to leverage decades of industry experience along with regional experience across the industry, to guide salon owners and their staff as to how to identify ways to improve and how to deliver incomparable service and a memorable client experience.

Chanté says she doesn’t want to just train, she wants to create an impact. 

“The way in which information was passed on to me and the passion with which it was delivered is what inspires me to deliver my training in the same way, with my own unique twist. I want industry professionals to remember what they have learnt and to use it on a day-to-day basis. And this is what I love about VR Beauty Consulting’s training programmes; they are a practical, 360 degree approach to suit individuals from all walks of life and they cater to every learning style. I believe they will fill a huge void in our industry,” she said.

Chanté believes that as a trainer, you should be aware and considerate of the individuals you are training and take a personalised approach that suits the individuals on the receiving end.

“I recently trained a group of talented industry professionals, for whom I realised the training terms in English would be a challenge to understand.  I adjusted my approach there and then to meet them ‘where they were at’ which ensured that they were still able to gain the knowledge they needed to succeed. This makes me extremely happy and proud that I was able to deliver the training in a way that was effective and helpful for them.”

There are many challenges facing the industry in the region today, which training can help overcome. One such issue is high staff turnover. Staff are not afraid to leave a job because there are always other places where they can find employment. Salon owners also don’t go the extra mile for their staff, because they question the value of investing in people who they believe will leave their employ at some point. 

“Investment in your staff is so important – they are the face of your business and they need to know how to do better. I strongly believe that if salon owners invested in training their staff and provided them with the tools they need to succeed, it would reduce staff turnover as it would lead to happier clients as well,” Chanté says.

Service levels in our industry are generally poor, across the board, because people working in the industry are not well-informed. They have the skills to do the job, but they don’t take the customer experience into account. Because staff are under pressure to drive money into the business, they are focused on getting clients in and out the door and they are not delivering a personal service. 

“Client retention in the industry is very low, people will go to a salon and then not go back, there is very little loyalty. This is true even from my personal experience. There are a number of salons that I have never returned to, due to lack of service,” she says.

Many beauty professionals in the region are not native English speakers, so they don’t want to interact with clients and are possibly fearful of asking people in charge for training or help, when they struggle.

“When there is a language barrier, staff are not confident in speaking to clients. This is an area where training can help. By training staff they naturally feel more confident and it  opens up the doors of communication, which leads to clients who feel more comfortable and happy,” she says,

Chanté is certain that the VR Beauty Consulting training programme is going to be appreciated because it is so different to traditional training currently available in the industry thanks to having incorporated elements such as personal presentations with animated training videos, in-salon delivery and interactive games that form part of the training experience, as well as because it is targeted and designed to address the unique dynamics present in the GCC region in particular.

“I feel that it is a great method, as it appeals to different learning styles, and it creates a fun learning environment. It allows trainees to engage and interact while learning and, in this way, the knowledge they are receiving becomes easier to understand and to remember. It is not just listening to someone and watching a presentation, it is hands-on and leads to a high level of learning,” she says.

“My focus is to deliver and ensure that they understand why what we are teaching is so important and then to drive the lesson home through the provision of realistic examples. Our training offers a new way of learning that enables us to meet people where they are and to help them learn regardless of their learning style.”

Looking forward Chanté hopes to break barriers and show beauty professionals the power of learning to help them achieve their goals in life. 

“I feel that those who have been in the industry for a while, tend to become complacent, but my goal is to open their minds and to challenge them to learn. Simply because I believe that as the beauty industry is growing, you should too.”

At VRBC we are passionate about our industry and we know the benefits that can be gained when salon owners and staff are passionate about their brand and what they do. Our training will not only teach you how to create the ultimate client experience but also how to change attitudes and create a positive, presentable culture, how to provide a service that creates trust and how to be consistent and engaging. By improving service levels, we know that you can drastically improve your business.

If you would like to find out more about how we can help you in this regard, please email us at letsconnect@vrbeautyconsulting.com.

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.