Looking for the perfect finish

Transcription

Spa EXPERT
european
GUIDE
THE NO.1 MAGAZINE
FOR SPA AND WELLNESS
Looking for the
perfect finish
Sarah Todd shines a spotlight on the best manicure
and pedicure products and treatments available
92 Jessica | 94 CND | 96 OPI | 98 Leighton Denny Nails | 100 ORLY | 102 nailtiques | 104 essie
91
www.europeanspamagazine.com
| european spa
Spa EXPERT
european
GUIDE
THE NO.1 MAGAZINE
JESSICA
Part of UK-based Gerrard International’s hand-picked portfolio, Jessica’s treatments and retail
opportunities include treatment basecoats, over 250 vitamin-enriched Custom Colours, GELeration
Soak off Gel Polish, Zenspa pedicure, and the recently launched Phenom fast-drying polish system
92
TOP TIPS
What should spas look for when choosing a nail brand?
How could spas improve their nail offering?
Look for a brand that offers added treatment benefits
and ingredients. For example, all Jessica’s Custom
Colours are vitamin-enriched and our products focus
on the health of the natural nail. Ongoing training
is vital to build therapists’ confidence, while brands
should also offer good customer service and support.
A nail space should always be well lit, well ventilated,
clean, comfortable and open. There should be a
retail stand nearby so the therapist can promote the
benefits of the products.
What makes a great nails experience?
From the initial consultation through to the finish,
it’s all about offering treatments and products that
are best suited to your client’s needs. Going beyond
clients’ expectations and offering the very best service
means repeat business, recommendations and a
healthy bottom line for spa owners.
What is unique about Jessica?
We treat the health of the nail as paramount – every
treatment starts with the basecoat for that specific
nail type. In addition to our GELeration Soak-off Gel
Polish and new Phenom, we have more than 250
Custom Nail Colours. We offer a luxury experience
even for express treatments. Gerrard International has
a team of 30 area managers in the UK, all of whom are
beauty therapists and are dedicated to helping spas.
How can spas best combine your treatments with others?
Makeup, tanning and nails complement each other
well as they all have that instant ‘feel good’ factor;
clients feel transformed after just one appointment.
Create complete packages such as a makeup and
tanning ‘Cinderella’ service.
How do you reflect the latest trends in fashion and beauty?
In the UK, Gerrard International works with Jessica’s
Hands on Team of handpicked therapists at key
industry events, such as London Fashion Week and
launches for prestigious designers such as Jimmy
Choo and Pandora Jewellery.
What are your latest innovations and launches?
Jessica’s Phenom is a three-step system that dries
quickly in natural light, has a gel-like shine that lasts up
to ten days, removes easily like polish, and is available
in a range of vivid shades.
european spa | www.europeanspamagazine.com
Good advice is valuable
Clients today want to improve
the health of their nails and
need to be encouraged to look
after them post-treatment
Showcase your personality
Along with websites, social
platforms such as Facebook,
Twitter and Pinterest are
perfect for highlighting
seasonally relevant treatments,
gift sets or new colour
collections to your customers
Offer a ‘top-to-toe’ service
Make the most out of every
client who walks through the
door by introducing tanning
and makeup to existing
manicure and pedicure clients.
Don’t lose those sales to a
competitor
SPA CLIENTS INCLUDE:
Champneys Spas and Resorts
Stobo Castle, Peebles, UK
Chewton Glen, Hants, UK
Calcot Manor, Gloucs, UK
The Grove, Herts, UK
Hoar Cross Hall, Staffs, UK
Jessica
Distributed by Gerrard
International
+44 (0) 845 217 1360
www.gerrardinternational.com
Majestic jewel tones inspired
by the cultural colours of India
Model is wearing Silk Sari.
jessicanailsuk
jessicanails
jessicanails
5-Free: No Dibutyl Phthalate, Toluene, Formaldehyde, Formaldehyde Resin, and Camphor.
JESSICA® is a registered trademark. ©2015 JESSICA Cosmetics International, Inc.
www.gerrardinternational.com | UK 0845 217 1360 | international +44 (0) 20 8381 7793
member of the
Shades bottom left to right: Totally Turmeric, Bollywood Bold,
Krishna Blue, Silk Sari, Delhi Delight, Bindi Red.
Spa EXPERT
european
GUIDE
THE NO.1 MAGAZINE
CND
Based in Leeds, UK, Sweet Squared Ltd is home to a multitude of nail and beauty professionals who
strive to be at the top of the spa industry, offering award-winning products such as CND Shellac,
excellent customer service and a unique sense of charisma
94
TOP TIPS
Firstly, it’s quality. Choosing a professional-only, global
brand such as CND keeps your offering both premium
and exclusive. Choose a forward-thinking brand that
inspires you; then your clients will be inspired and
excited too. Finally, education should be as important
to the brand you’re partnering with as it is to you!
Ask your brand for advice on what will work best with
their products. Also, create a professional work space
to facilitate a quality experience. We are seeing more
express areas in our spas, which is fantastic .
It’s the knowledge of the nail professional. The hands
and nails need expert treatment just as much as the
skin on our faces does, so staff must be able to assess
what condition clients’ nails are in and how this can
be maintained or improved. Also, the quality of the
polish application is crucial; this is the reminder of your
clients’ experience with you, so it must look perfect.
Spa guests always enjoy a surprise, so why not offer
a complimentary CND smooth and shine manicure
service at the end of their massage?
CND is heavily involved in both New York and London
fashion weeks so our seasonal collections are taken
straight from the runway and made wearable for the
everyday woman. Even the most conservative of
clients can be on trend when using CND.
What is unique about CND?
We pride ourselves on being both innovative and
fashion-forward. All our products go through rigorous
testing before they are launched; CND Shellac, for
example, was five years in the making and completely
revolutionised our industry. It’s brought more than
80% of our clients back into the spa which is so
empowering for the nail professional, as they no longer
need to try to compete with the high street.
CND Rescue RXx is one of our latest creations to
feed and nurture the natural nail with keratin. Within
one month of daily wear, this product will improve
the condition of peeling nails by 80%. It’s a fabulous
product for both men and women who want to
change the state and appearance of the natural nail.
Select the best
Keep your retail offering
current, simple and easy to
engage with. Include plenty of
samplers and encourage guests
to try before they buy
Be approachable
Recommendations from all
members of the team in the
retail area are paramount.
Ensure your displays are
approachable, clean and bright
Be your own PR
Utilise show cards, press pieces
and highlight awards for best
products as well as showcasing
new releases and maximise on
the latest trends
Como Shambhala resorts,
Europe
Powerscourt Hotel & Spa,
Co. Wicklow, Ireland
Aqua Sana, Center Parcs, UK
Ragdale Hall Health Hydro,
Leicestershire, UK
The Fistral Beach Hotel & Spa,
Cornwall, UK
CND
Distributed by SweetSquared
+44 (0) 113 217 3814
www.sweetsquared.com
™
WAVE OF
THE FUTURE
CND reveals its next-generation LED light.
• Cures all 5 fingers (or toes) in half the time*
• CND’s 3C Technology™ optimises light, energy
and time for maximum shine and long wear
• Uses optic mirrors to target exposure to the nail.
The only LED lamp designed to completely
and evenly cure CND™ SHELLAC™ brand 14+
day nail color and BRISA™ gel.
The future of light has arrived.
WANT TO KNOW MORE?
Call us on 0845 210 6060
or go to sweetsquared.com
*Compared to the current CND™ UV Lamp
CND, SHELLAC, BRISA, 3C TECHNOLOGY COMPLETE CHROMATIC
CURE and the logo are trademarks of Creative Nail Design, Inc.
©2015 Creative Nail Design, Inc.
Distributed exclusively in the UK and Ireland
with love and respect by Sweet Squared
Authorised CND distributor partners: Dublin 01 408 9191,
Edinburgh 0131 333 3180, Glasgow 0141 427 7735,
Manchester 0845 200 0311, Ellisons 0845 130 6126
Spa EXPERT
european
GUIDE
THE NO.1 MAGAZINE
OPI
The OPI success story began in 1981, since when it has become respected as one of the most
progressive and innovative manufacturers of professional hand, foot and nailcare products
worldwide. Tried and tested, OPI meets the demands of professionals in over 100 countries
96
No matter which brand you are planning to take on
or align your spa with, invest in the whole system
they have to offer – mixing and matching results in an
unprofessional feel and poor end results. Look around
and see what there is on offer and what support and
guidance brands can bring.
Spas should offer soothing, relaxing, customised
treatments that make guests look and feel beautiful.
OPI’s exclusive spa range enables your therapists to
prescribe personalised treatments for each client and
create an unsurpassed spa experience.
What is unique about OPI?
OPI Products Inc. was founded in 1981 and to this day
our technology and products keep us at the forefront
of progress, with quality and safety a priority. We’ve
been granted more than 30 patents for our innovative
product ideas and are globally recognised as a leader
in the professional beauty industry.
The positioning of a nail area within a spa is vital. A
clean, tidy space ensures products stand out, while
spas should also inspire guests with striking model
shots and stunning images.
Our latest colour collections are based on fashion
and beauty trends, but we make colour personal,
elevating a manicure to mean much more than a nice
set of nails. OPI make it possible for women to express
themselves and their emotions with colour.
Our Infinite Shine Gel Effects Lacquer System offers
the rich colour, intense shine and lasting wear of gels
without the need for LED-light curing or soak-off
removal. Available in 30 new shades (plus Primer base
coat and Gloss top coat), Infinite Shine utilises a
three-step system to deliver a high-shine classic
crème finish for nails that lasts up to 10 days.
What are you most excited about in 2015?
We have a collaboration with Coca-Cola to look
forward to, as well as more stunning shades to add to
the new Infinite Shine range. 2015 has also seen the
relaunch of Avojuice, which is bursting with natural
fruit extracts and moisturisers to juice up your skin.
TOP TIPS
Boost retail sales
Choose a brand whose retail
displays truly offer thousands
of pounds in potential profits
with each inventory turn
Reward your clients
Ask for referrals and reward
both parties. Offer your regular
clients free treatments or
discounts once they have spent
a certain amount
Stand out from the crowd
Think of catchy names for your
treatments that people will
remember. Have more than one
type of manicure and pedicure
Sessions Spa, Beverley, UK
Mere Golf & Country Club,
Cheshire, UK
Four Seasons Hotel London at
Park Lane, London, UK
Lifehouse Spa,
Thorpe-le-Soken, UK
Intercontinental, Park Lane
Hotel, London, UK
OPI
+44 (0) 1923 240010
www.opiuk.com
HI-DEF
GEL
SHINE
WITHOUT
THE
LIGHT
NEW
INFINITE SHINE
Gel Effects
Lacquer System
3 EASY STEPS:
PRIME.LACQUER.GLOSS.
Shine lasts until you take it off
•
•
Wears up to 10 days • Soak-free removal
30 Iconically OPI Shades
Call 01923 240010 or visit www.opiuk.com
#InfiniteShine
Spa EXPERT
european
GUIDE
THE NO.1 MAGAZINE
LEIGHTON DENNY NAILS
A leading brand for manicures and pedicures, Leighton Denny Nails offers a complete range of
nailcare products, spa treatments and award-winning polishes. Founded in 2005 by Leighton Denny,
MBE, the brand is now distributed in some of the most exclusive spas around the world
98
TOP TIPS
They should look for a brand that can offer their
customers a luxurious experience through the
products and services they provide. Leighton Denny
Nails focuses on how the customer will feel after using
our products. Spas should also see how a brand can
support their business growth in line with what their
demographic and brand story requires.
Having a specific nail area will create a great
atmosphere. You need a well-lit, well ventilated room
that is both comfortable and inviting. Involve the brand
in dressing the room with inspirational lifestyle images
to enthuse your guest.
Tell a story
Ensure that you have a retail
area with clean, well presented
products and samples so
clients can ask you questions as
they’re trying them
Luxury, performance and an experienced technician.
Manicure and pedicure customers are looking for
proven results. The treatment must not only offer a
perfect polish application, it also needs to be relaxing.
It should improve the skin of the arms, legs, hands, feet
and, of course, the nails.
What is unique about Leighton Denny?
Our mantra ‘Skincare for the nails’ means we offer
a ‘facial’ for the hands and feet. Beautiful blends of
essential oils, diamond dust and advanced formulas
are used to treat, hydrate and improve the skin and
nails. Each treatment is tailored to the clients’ specific
skin/nail type. The skin is cleansed, scrubbed and
treated, followed by our Perfect 10 massage and an
application of our award-winning varnish.
Leighton Denny’s award-winning treatments are based
on giving expert attention to the hands and feet. As
we have a holistic approach to our treatments, they
are very easy to sell alongside or combine with any
other treatment on the menu.
We offer two seasonal collections each year for
spring/summer and autumn/winter, inspired by the
hottest trends directly from the catwalk. This offers
our clients the very latest in shades, styles and effects.
In our tenth year, we were thrilled to announce that our
founder Leighton Denny was to receive an MBE from
the Queen. This is a phenomenal feat and highlights
just how highly regarded he is in the industry.
Focus on education
Be sure to train therapists and
receptionists not only on the
products, but the brand and
treatments, so there is always
an opportunity to upsell
Listen to your clients
Be sure to respond to their
needs and think about bespoke
recommendations for products
to improve their life, not replace
what they already use
Bannatyne Group, UK
Penny Hill Park, Surrey, UK
Claridges UK & India
Pure Spa Group, UK
Calcot Manor, Gloucs, UK
Ockendon Manor, &
Bailiffscourt, West Sussex, UK
Leighton Denny Nails
+44 (0) 1685 846501
www.leightondennyexpertnails.com
The most luxurious treatment on the market*
Leighton Denny’s Immaculate Manicure
*Well that’s what we believe.
Try it for yourself today!
Call 0208 731 1320 or email:
[email protected]
to book your free demo.
Plus save up to 50% off your opening order
when you quote European Spa Magazine.
Spa EXPERT
european
GUIDE
THE NO.1 MAGAZINE
ORLY
One of the go-to brands for on-trend colour, ORLY’s full service nail care is desired by experts
and consumers alike. ORLY is made in Los Angeles and distributed and sold exclusively by
Grafton International in the UK
100
You should choose a brand that offers unbeatable
colour choice, along with a gel polish range that is
vitamin-infused, ensuring the very best possible care
for natural nails. Innovation also plays a huge role as it
is new products that drive interest and help you stand
out from your competition.
The nails experience isn’t just visual, it should target
all senses, including smell, so ventilation is important.
Also, consider your space-saving storage in detail; it
needs to be easily accessible but unobtrusive. Look for
sleek lines and slimline functional pieces.
Those little added extras. Our education specialist
creates bespoke treatments for key accounts to
ensure an extra special experience for clients. Whether
it’s a hand and arm massage during a pedicure or
using aromas to create mood-reflecting experiences,
we can complement the ambiance of your spa.
What is unique about ORLY?
Over the past 40 years we have invented the French
manicure, launched the original vitamin-infused gel
polish system, Gel FX, and created the first BB Crème
for nails. This year will see the launch of Epix Flexible
Color which paves the way for an entire new category
for nails – flexible colour. Combining the look and feel
of a gel with the easy application and removal of a
polish, we expect this new treatment category to have
a high uptake in spas.
ORLY complements other treatment categories
perfectly. Clients who are time-short can benefit from
combining treatments and ORLY works well alongside
beauty treatments such as eyebrow/eyelash tints.
ORLY’s collections can be seen on the fingertips of
models and celebrities alike, ensuring that we set
trends, not just follow them. Our headquarters has a
‘trends lab’ that works with taste-makers and trend
agencies across the globe, sometimes up to three
years in advance.
As we celebrate our 40th anniversary, ORLY will be
returning to London Fashion Week once again and
of course we’ll be watching as Epix regenerates and
reinvigorates the nail category.
TOP TIPS
Absorb the cost of a mini mani
Build in the cost of an ORLY
Mani Mini to give away to your
clients following their vitamininfused Gel FX manicure. Trust
us, they love it
Capitalise on celebrity
Tap into ORLY’s famous
fans and refer to ‘celebrity
favourites’ when clients are
choosing a shade
Spark desire
Talk about ORLY’s seasonal
collections being totally
on trend and having been
showcased on the runways of
top designers
The Ritz, London, UK
Rockliffe Hall, Co. Durham, UK
The Lowry Hotel,
Manchester, UK
The Scotsman Hotel,
Edinburgh, UK
Hyatt Regency,
Birmingham, UK
ORLY
Distributed by Grafton
International
T: + 44 (0) 1827 280080
www.graftons.co.uk
STEP
COLOUR
SYSTEM
COLOUR + SEALCOAT = FLEXIBLE COLOUR
Smudge-Fixing Technology
Bounce back from nicks and dents
Long Wearing Formula
36 Densely Pigmented Colours
Find out more
Proud members of the
For more information about EPIX
please contact us on T: 01827 280 080
E: [email protected]
ORLY Beauty UK
or visit
www.graftons.co.uk/epix
Spa EXPERT
european
GUIDE
THE NO.1 MAGAZINE
NAILTIQUES
nailtiques has been rewarding its spa and salon clients with results-driven nailcare for more than
20 years, offering a unique combination of natural proteins and conditioners to promote healthy
nail growth – taking the hard work out of caring for nails, hands and feet
102
TOP TIPS
Results are paramount. Nothing else comes close
to nailtiques in terms of its efficacy – tried, tested
and entered into InStyle’s prestigious Hall of Fame,
nailtiques also offers an at-home retail range that is
absolutely essential.
A manicure or pedicure which is tailored to your
client’s nail type and condition. Nothing feels better
than having a personalised treatment. The nailtiques
manicure and pedicure also features heated mitts and
boots to take relaxation up to the next level.
What is unique about nailtiques?
nailtiques formulas contain natural proteins,
moisturisers and conditioners to nourish, rehydrate
and recondition the nail, and are an advised treatment
after any gel or acrylic removal. Whether peeling and
weak or overly-hard and ridged, nailtiques will return
nails to tip-top condition using only ingredients that
contribute to improving the health of nails and skin.
The basics of creating a functional, yet relaxing and
luxurious, space include having enough plug sockets,
chosing the right lights, and selecting a colour scheme
that complements your stocked brands. Space is key,
so when deciding on retail units remember your area
must be multifunctional and provide ample space.
Personalise your offering
By offering a prescription
to suit individual nail types,
condition and lifestyle, you’ll
ensure client’s have the
confidence to purchase
Value your expertise
Clients are savvier than ever
but remember you’re still the
expert. All nailtiques products
are packed with unique
ingredients that you can inform
your clients about
Following the removal of any gel polish, nailtiques is
the solution for repairing nails and restoring them to
their former glory. Nail treatments can also take place
during hair appointments or while a scalp massage is
taking place – ideal for clients who are short on time.
We pride ourselves on a simplistic approach to nail
care so our range isn’t extended until absolutely
necessary. Instead we are concentrating on promoting
our comprehensive treatment and colour range, as
well as encouraging our clients to take full advantage
of the fantastic retail opportunities available.
Christmas gifting is an important part of the business
for nailtiques and as such we strive to create new gifts
that are beautifully packaged. Our products always
represent excellent value and offer something a little
bit different.
The mani is just the beginning
Clients must not leave
without a nailtiques formula
in hand. Our home-based retail
range helps clients to achieve
strong, long nails over a
6-12-week period
Urban Retreat Harrods,
London, UK
Nevilles, London, UK
Renu, Lincs, UK
Complexions, Notts, UK
A Touch of Class, Cheshire, UK
nailtiques
Distributed by Grafton
International
T: + 44 (0) 1827 280080
www.graftons.co.uk
The brand that rewards
nailtiques® has been rewarding its salons and clients with
results-driven nailcare for more than 20 years.
By offering nailtiques® in your salon or spa you can be assured of first class product which promises results time after
time. As a nailtiques® partner, you are rewarded with unrivalled promotional and marketing support to ensure your
nail business flourishes from both treatment and retail revenues. It’s time to give your clients a break from gel polish
by providing prescriptive manicures which will radically improve your clients nails – it really is as easy as 1, 2, 3.
Try before you buy.
Book an appointment with a nailtiques® representative and receive your
complimentary nailtiques® discovery kit* worth £30 RRP.
*While stocks last
For more information call us on 01827 280 080 E: [email protected]
www.graftons.co.uk
Spa EXPERT
european
GUIDE
THE NO.1 MAGAZINE
ESSIE
A go-to colour choice for millions of women for more than 30 years, essie is a true nail salon expert.
Hailing from New York and delivering high quality excellence worldwide, essie continues to
wow the industry with its care, its spa range and the highly sought after essie gel system
104
ensure the main focus is on colour and cleanliness. A
long, bench-style manicure station is ideal to create a
similar environment to a nail bar.
Look for a brand that offers a complete system and
one that will offer results to your clients. It should
be simple for your therapists to use but allow you to
deliver a luxury treatment. The support offered by
your supplier should also be considered.
The most anticipated part of any mani or pedi service
has to be the massage element. Clients want to feel
relaxed and comfortable throughout the duration of
their treatment. A luxurious, indulgent experience can
make you feel like you’ve got your feet in the clouds.
What is unique about essie?
essie offers an extensive choice of colour in both
nail polish and gel, with glossy, long-lasting results.
For manicures and pedicures, essie’s extraordinary
hydrating and special massage protocols do not fail
to deliver indulgence with exceptional results. Our
systems offer simplicity, reliability and luxury.
Make the most of the space you have and provide a
clean and welcoming ambience away from the main
treatment rooms. Keep the area light and bright to
essie spa treatments feature an exceptional
physio-based hand and foot massage, ideal to pair
with a full body massage or a relaxing facial. We pride
ourselves on giving clients that little bit extra so they
always come back. Party-prep packages with an essie
mani, pedi and a spray tan work a treat.
We are thrilled with the work of our new global colour
designer, Rebecca Minkoff, who brings in a modern
eye for colour and fabulous fashion expertise. We
don’t just look at what nail designs are trending - we
create them.
The pinnacle of essie’s innovative launches is our
2-in-1 colour and care professional LED gel system
made with keratin-care technology. It respects nail
health and offers weeks of amazing colour and shine
in 72 new and iconic shades. This is beauty without
compromise.
TOP TIPS
Advice is the key
essie can build a spa’s expertise
with our complimentary
education courses, enabling
staff to offer support where it
is needed
Create a talking point
Clients will choose products
from professional displays; it
is vital to include POS at every
stage of the customer journey
Keep in touch
Work with suppliers to ensure
you have the latest offers,
products of the month and new
collections
The Dorchester Spa,
London, UK
The Spa at Coworth Park,
Berks, UK
The Spa at The Shelbourne,
Co. Dublin, Ireland
Castleknock Hotel and Country
Club, Co. Dublin, Ireland
essie
+44 (0) 800 012 1784
www.essie.co.uk
“there are plenty of pampering spa services…
but there’s only one
essiespa!”
meet my new manicure and pedicure line and
discover the power of my hydra-resurfacing system.
Trust me, your clients will adore the luxurious and rich
textures of my essiespa line. My transformative formulas
leave hands and feet soft, smooth, and supple. Let your
clients discover the amazing, sensorial essiespa experience!
foot alert
effervescent foot soak
on the right foot
swept off my feet
smooth attraction
many many mani
exfoliating foot polish
leg and foot massage oil
softening hand masque
intensive hand lotion
Don’t miss a moment of pampering with my leg room foot masque,
feet in the clouds hydrating lotion, or my starter scrub for hands!
exclusively for professionals
for more information, please call 0800 012 1784
USA’s nail
salon expert.
Since 1981.

Looking for the perfect finish

Transcription

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