salon spy
Speaking of local competitors, how do you ensure your salons stand out from the crowd? “We constantly try to promote great moneysaving offers. The town is not a particularly affluent area so charging £50 upwards for a facial will not get people through the door. I think we stand out as a more modern salon compared to others in the area and we now have two branches.”
What do you take into consideration when choosing a new product range or piece of equipment? “I have to believe in it myself. I often go to other Spas and salons to try things I’m thinking of introducing, but if it doesn’t work for me as a consumer I won’t put it in the salon.”
One of the brands on your menu is Dermalogica, what made you choose to offer their products and treatments? “I was looking for a brand which created great results for people. I didn’t want the pampering kind of products that don’t really alter your skin for the better. I tried Dermalogica at another salon and decided it was the one for me. The products are really easy to sell as they give real results at home as opposed to things like body lotions and perfumed face creams that other brands offer.”
Since opening your salon, what have been your standout achievements? “I am extremely proud of the team I have. They are all great therapists and
work very hard. They also socialise outside of work and are genuine friends; the clients notice the bond and the team spirit and always comment on it. Our staff turnover is very low with most staying for three to four years. I may come up with all the promotional ideas, but they are the ones who keep the clients coming back.”
What piece of advice would you offer to any aspiring salon owners? “That you can’t please everyone – clients will have their preference of what they expect from a salon. If 70% of the town’s population have tried us and 50% keep coming back, then I think we are meeting expectations.”
What’s next for Browns Loughborough? “We are introducing Nouveau Express Lashes in April. I wasn’t a big fan of extensions after bad experiences in the past, and as we offer the LVL Lashes have always promoted those an alternative. However, since trying these particular lashes I think it will be a welcome addition to our treatment list and as so many other salons offer them we have to keep in the mix.
“I continue to build the business creating new promotions. I think as I am not a therapist my background in business and marketing means I look at the salon from a consumer’s perspective and offer them what I would want in a salon.”
BioSurface™ Peel is Dermalogica’s first-ever chemical peel, designed to address a diverse array of conditions that include reducing skin roughness and the appearance of fine lines as well as helping to treat hyperpigmentation and acneic inflammation. Unlike most traditional chemical peels, the BioSurface™ Peel provides little to no post-peel redness or downtime – which is news all clients (including myself) want to hear.
salon spy
Following a thorough consultation, my therapist Laura began the treatment by double cleansing using the brand’s PreCleanse and Special Cleansing Gel. Next, we chatted more in-depth about my current concerns and I highlighted that my skin was feeling particularly dry and tight at present, with a general lacklustre appearance. Laura then took a closer look at my skin under a magnifier lamp and explained how the BioSurface™ Peel is ideal to help the skin regenerate to achieve that coveted radiant complexion.
The four-step exfoliant process begins with Prep Solution, followed by layers of Enzyme and Acid Active peel solutions. The Acid Active includes such ingredients as Salicylic Acid, which causes weakening of cell connections allowing for sloughing of skin cells, whilst Lactic Acid, bran-derived Phytic Acid, and Sugar Cane extract help to brighten areas of hyperpigmentation and aid cell turnover. The Enzyme Active utilises Pumpkin Fruit enzymes with Papain, Protease and Aminopeptidase enzymes and Moth Bean extract, offering a gentle, botanical alternative to synthetic retinoids, while providing similar effects.
As this was my first time experiencing the treatment, Laura recommended that three layers should be applied which were left to work for five minutes each. With every layer added, Laura made sure I felt comfortable at all times and I only experienced a very mild tingling sensation that dissipated almost immediately.
The stylish reception area at Browns Two.
The final step saw the application of the De.celerator, a product which halts the exfoliation process with a blend of soothing ingredients. This final phase slows the activity of the acids and normalises the epidermis while calming and comforting skin and initiating the process of skin repair.
Browns One
has a chic and contemporary interior.
With a spritz of Ultra Calming Mist, followed by the application of Intensive Moisture Balance, Barrier Repair and Super Sensitive Shield SPF30, my hour treatment came to an end. I was instantly impressed with how smooth my skin felt and as originally promised, I showed no signs of post-peel redness which meant I could resume my normal activities straightaway. Armed with the accompanying aftercare kit and lots of great advice from Laura on how to maintain my skin to achieve the best results, this is one peel I would most definitely recommend and experience again.
treatment review:
GUILD NEWS 137
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