PB Upskills (March 29–April 2): email marketing, mental health and salon business plans

Our PB Upskills programme for March 29–April 2 has lots in store to help you upskill during coronavirus lockdown and make your business strategy when you reopen your salon or spa stronger than ever. 

Key topics we will cover this week include the do’s and don’ts of email marketing so that this medium becomes a big income generator for you, actions to take now to make your business plan leaner post-lockdown and a thought opinion piece on whether the spa industry needs to deliver more specific risk assessment and mitigation training for beauty therapists. 

We will also have a session on ways to ensure your mental wellbeing as the hair, beauty and barbering industry heads back to work next month, a business lesson discussion with Accor’s global vice president of wellbeing Emlyn Brown, and a sponsored session by Australian Bodycare UK on 10 new tips for maximising the safety of your treatments, clients and team on reopening. 



What to expect from our PB Upskills series (March 29–April 2):


Monday 29 March – 12pm – Digital Skills Live with Ryan Power – “How to make email marketing a revenue driver for your salon post-lockdown” 

In this Digital Skills Live, Ryan Power, founder of beauty coaching brand Salonology, will explain how to make email marketing one of the biggest revenue makers for your salon or spa post-coronavirus lockdown and beyond.  

In this session Power will cover: the number-one mistake most small business owners make when sending email; why you don't need a big list of people to drive big sales; how he leveraged email as his biggest income generator in his own day spa and salon; and the seven word email you can use today to get bookings flowing again. There will be a 10-minute audience Q&A at the end. 

Sign up to watch this session.


Tuesday 30 March – 11am – Practical Skills Live with Jess Kilby – "10 new tips for maximising the safety of your treatments, clients and team on reopening"

Sponsored by: Australian Bodycare UK

In this Practical Skills session, Australian Bodycare UK’s head of education, Jess Kilby, will guide you through key preparations for maximising hygiene and safety as you welcome clients back into salon for treatments. Kilby's past experience as a salon owner and now as the head educator for a leading cosmetics, treatments and waxing brand ensures you’re well equipped to help make lockdowns a thing of the past. There will be a 10-minute audience Q&A at the end. 

Sign up to watch this session.


Tuesday 30 March – 1pm – Tough Talk – “Live with Emlyn Brown, global vice president of wellbeing at Accor”

Professional Beauty Group’s managing director Mark Moloney is back this week hosting another Tough Talk session – where he quizzes the beauty, spa and hair industry’s biggest names on all things business. In the hot seat this week is Emlyn Brown, global vice president of wellbeing – luxury & premium brands at Accor, who will be sharing his rise to the top. Brown has more than 20 years of international spa and wellness experience, having led group operations at several leading luxury spa and fitness operators, including Resense Spas, Six Senses Resorts & Spas, and Holmes Place Lifestyle Clubs. 

Sign up to watch this session.


Wednesday 31 March – 9am – Practical Skills Live with Tom Chapman – “Back to work: how to look after your mental health”

In this joint Professional Beauty, Hairdressers’ Journal and Modern Barber Practical Skills Live, Tom Chapman, founder of the Lions Barber Collective and creator of mental health training BarberTalk and soon to launch Hair & Beauty Talk, shares his top tips and techniques for ensuring your mental wellbeing as the hair, beauty and barbering industry heads back to work next month. There will be a 10-minute audience Q&A at the end where you can ask Chapman your questions. 

Sign up to watch this session


Thursday 1 April – 12pm – Facebook Premiere with Jordanna Cobella, Terri Taylor and Rahul Bhalchandra – “Lockdown lessons: how these leading salon owners created a leaner business plan”

In this pre-recorded webinar from our online event PB World (which took place on February 28–March 2), we delve into the details of how beauty and hair salons can create a leaner business plan ready for reopening post-coronavirus lockdown, covering the actions to take now to address fix and variable costs and much more. 

Our hair and beauty panel includes: Jordanna Cobella, owner of Cobella Hair & Beauty; Terri Taylor, director of Simpsons Beauty Group; and Rahul Bhalchandra, chief executive of YLG Salon. Please note that this is a pre-recorded session. 

Watch the Facebook Premiere


Friday 2 April – Lockdown Lessons article – “Debate: has the spa industry let beauty therapists down during Covid-19?”

In this written article, Jennifer Young, founder of Beauty Despite Cancer, debates the issue of whether the spa industry has failed to teach beauty therapists the intricacies of risk assessment and mitigation – not just the how but the why in these protocols – so that they are empowered by their knowledge and have the capacity to adequately assess risk in the workplace. Young will also look at why this is important during the coronavirus pandemic, with the risk landscape constantly changing due to new variants of the virus. 

This article will be going live at 9am. 


Important note: PB Upskills will not be taking place the following week (April 5–9) as we will be hosting two-day virtual event PB Online on April 7–8, delivering free education to equip your salon and spa with the skills needed to reopen successfully post-Covid-19 lockdown. Find out more about PB Online

You can watch and read all our previous PB Upskills sessions and articles here.  

What do you make of our new Professional Beauty Upskills series? Comment below.