Note from the editor

image: Center Parcs

It can be really hard to set yourself apart in a crowded marketplace, and with more beauty salons and spas opening all the time, existing businesses are finding they can’t compete on location, and that competing on price is a short-term win.

So how do you make sure your business is at the front of consumers’ minds when they want to book a treatment? Press coverage certainly helps, and in the September issue of Professional Beauty magazine, we bring you tips from some salons and spas that are great at securing it, as well as some of the PR experts and writers who understand the dos and don’ts.

We’ve also been out meeting therapists who are great at working the PR magic. That, along with fantastic technique and knowledge has rocketed the likes of Sarah Chapman and Anastasia Achilleos to the status of star facialist. Find out what makes them so special in our interviews with them in the coming issue.

Top facialists charge a premium for their services. In fact, a recent  story about consumer spending habits showed that some 72% of Brits will pay more for someone at the top of their profession with industry awards and glowing reviews, suggesting scope for more salons and spas to adopt a tiered pricing structure based on therapists’ experience and achievements.

Getting yourself noticed can be tough for the modest among us but winning awards means someone else says you’re amazing, so you don’t have to. If your skills lie in nails or make-up, you can make a start by entering the North Nail Championships or Warpaint make-up competition at Professional Beauty North on September 20-21. Or get involved in one of the seminar programmes for tons of ideas to make your business stand out.

While publicity and awards might attract clients into your business, it’s amazing service and warmth that keeps them coming back. One of the hardest things to train into staff, that genuine, personalised care is what makes the industry tick. Find out how others are getting it right in our feature on customer service.