Q&A with Tracy Tamaris, Training Director at iiaa
What new ingredients and formulations are hot in skincare at the moment?
Peptides are proving to be a very exciting expanding field and are showing great promise in stimulating collagen and elastin production – especially when used in specific combinations and combined with Vitamin A. Growth factors are also a hot topic and how we stimulate their production in the skin. It is also becoming more and more apparent that we need to use many different types of antioxidants and especially ones that protect the mitochondria of the cell, such as resveratrol, are playing a greater role. Of course, none of these will ever surpass the importance of using Vitamin A as this is the only molecule that governs the DNA of our cells.
What are clients looking for from salons now?
Gone are the days when everyone hankered after having a facelift. Today clients don’t want a “done” look and instead want to look fresh and good for their age. They expect products and treatments to meet these needs and are often disillusioned by high street products which make exaggerated claims that cannot be delivered. They expect their salons to be experts and to help them to achieve their goals with regards to their skin. In 2015 skincare sales in the UK grew by 4%.
At the same time there is a trend in high street retailing towards personalised solutions. Salons are perfectly geared to take advantage of this and will be able to offer a more comprehensive service than any retail outlet. There are also many different treatment options available to salon owners such as skin needling and enhanced penetration methods which allows them to perfectly meet these client’s needs in a personalized environment. Coupled with evidence based home care and home equipment designed specifically for the professional market there are no reasons why salons should not be able to capture this market.
What would be your one key piece of advice to therapists and salon owners to make their businesses more successful?
I believe that therapists should look to work with a company who will support them and help them to grow their business – a company that also has passion and integrity. They should choose products and treatments that are proven to be effective and have solid scientific material to support this. They should invest in their staff and send them on training as this will ensure a confident and passionate team who are able to successfully retail and promote treatments.
What’s your top tip for improving retail in salons?
It is important to carry enough stock and to focus on clever and engaging merchandising. Displays should make an impact and create some theatre in the salon. They need to be visual so that clients will want to ask about them. It is also vital that therapists are kept up to date with training so they can be knowledgeable and confident to sell. Treatments should be linked to products so there is a natural fit for the client and they do not feel they are being “sold” to. Most importantly it is imperative to carry out in depth consultations before recommending any products or treatments. This will allow the therapist to understand the clients skin as well as (and more importantly) her needs and expectations. She can then tailor make a home care and treatment regime around this. This should give the therapist the confidence to retail and the client the confidence that her needs are being met.
What is your most popular product and what do you think makes it popular?
Our most popular product is our Youth EssentiA Vita-Peptide Eye gel. This product combines vitamin A with a combination of peptides to stimulate collagen and elastin production thereby reducing fine lines and wrinkles, lightening pigmentation as well as protecting the delicate eye area. The reason it is so popular is because it works!
Are you having anything new on your stand at the show?
We will have some exclusive show offers, complimentary makeovers and skin analysis consultations.
In addition, we have two exciting new launches from jane iredale mineral make-up and Environ Skin Care.
Youth EssentiA is the next step in vitamin A innovation from Environ Skin Care. The rebranded product range is scientifically formulated to enrich the skin with a highly effective combination of powerful vitamins, antioxidants and peptides. These work together to help create even, smoother and healthier-looking skin that glows with youthful radiance. The rebranded range now has new look packaging, new names and an even longer shelf life.
From Jane Iredale we are launching new retractable Brow Pencils, which help to fill and define brows using an ultra-fine precision tip and New Smooth Affair for Eyes which can be worn as an eye shadow or a primer.
iiaa will be exhibiting at both Professional Beauty North (D24) and Professional Beauty Ireland (E14). Registration is still open, for click here for PB North and for PB Ireland click here.