Building a Profile of the Beauty Industry

Transcription

1 Building a Profile of the Beauty Industry Survey Results Analysis March

2 Introduction In order to assist with the process of developing a profile for the beauty industry, Service Skills Australia (SSA) distributed an online survey to gather the opinions and experiences of practitioners, salon managers/owners and trainers. The information gathered will inform SSA s research activities (such as the development of the Beauty Environmental Scan) and continuous improvement activities for the Beauty Training Package. The survey was promoted through industry associations, RTO networks and other key stakeholders. SSA s state WRAPS network members also actively promoted the profiling project and engaged with industry to gather feedback. A total of 53 responses were received, of which 16 identified as being business owners, managers or employees. The remaining respondents came from people in a variety of positions within RTOs. Although the sample size is low, a number of common themes have emerged from the responses. Across all industry sectors, respondents recognised that training needs will increase as the industry evolves, especially as new technologies emerge and medical treatments become more popular. It was also noted that customer expectations will continue to increase and respondents envisioned a future with increased regulation. For more information Karen Banks WRAPS Industry Manager Training Package Quality and Policy Manager Ph: E: kbanks@serviceskills.com.au This Project has been produced with the assistance of funding provided by the Commonwealth Government through the Department of Industry, Innovation, Science, Research and Tertiary Education. 2

3 Survey analysis The Beauty Industry Q1. How do you see the industry changing in the future? Most respondents identified that training needs will increase as the industry evolves, particularly as new technology and cosmetic treatments become more popular. It was also noted that customer expectations will continue to increase. Respondents identified a future with increased regulation, with some predicting a move towards more natural, holistic treatments. Q2: What are the challenges and opportunities that your business or workplace is facing? The responses to this question were fairly evenly spread, with similar numbers of people identifying the challenges to be: increased customer knowledge/expectations, increased regulation, the impact of online retail, increased competition from cut-price operators, issues around the attraction and retention of staff; and the currency of training that workers in the industry are receiving. Respondents from training providers additionally noted the challenges presented by funding arrangements and restricted delivery times. Q3: Are there any particular challenges in relation to recruitment, employment or skills? Both industry and training providers identified the work-readiness of trainees as being a challenge. More specifically, respondents noted that finding people with skills in anatomy and physiology, customer service and retail sales presented an obstacle. There were some comments about the challenges of managing trainees' expectations. Several training providers identified employment costs as being an issue, but this was not something noted by industry respondents. Beauty Therapy Q4: Have you observed a change in the preference and expectations of your clients? In what ways? A high number of respondents noted that customers have become increasingly educated about treatments, with higher expectations for standards of customer service and the use of new technology. It was also noted that customers are increasingly looking for a "quick fix" and are seeking value for money. According to the survey respondents, customers have expectations that treatments will have visible, effective results. A smaller number of respondents also identified a consumer demand for environmentally-friendly, sustainable products. 3

4 Q5: What are the top five treatments that you provide? (List in descending order) A total of 25 different treatments were identified, with the most popular five being: 1) Facials 2) Waxing 3) IPL/Laser 4) Massage 5) Pedicures/Manicures. Microdermabrasion, peels, eyebrow tinting/waxing, and spray tanning were also popular. Q6: What do you see as the reason behind the popularity of these treatments? Are any of these a new trend? A large number of survey respondents identified that the popularity of these treatments was driven by results and fashion trends. Price was also noted as a reason, which aligns with the trend noted earlier whereby consumers are increasingly looking for value-for-money treatments that make a visible difference. Other survey respondents identified the business location and customer convenience as being a reason for the popularity of certain treatments. Interestingly, "therapist recommendation" was noted as a factor by several respondents from the beauty industry, but wasn't seen as being as significant by the training providers surveyed. Q7: How would you describe a high quality beauty therapy business? What are the challenges to providing this model? The feature that most respondents identified as being key for a high quality beauty therapy business was highly-trained and qualified staff. Large numbers of survey respondents also identified customer service, workplace health and safety and a range of products and services. The importance of quality premises, effective management and leadership, and quality marketing and communication strategies were also identified. The most significant barriers to achieving this model were seen as being the recruitment and retention of staff and the currency of - and barriers to - training (such as cost, time and location). Other obstacles were seen as being operational costs, poor business management and low pay for staff (identified as an impact with regard to recruitment and retention). Q8: What do you consider to be the essential skills and knowledge required for a beauty therapist? Have these changed? Are there skills which are commonly lacking? What is the cause of this? When asked to identify the essential skills and knowledge required for the beauty therapist, the majority of respondents spoke of attitudinal characteristics, with the need for a "professional attitude and work ethic". Technical and product knowledge were also seen as being essential by a large number of those surveyed, as were customer service skills and knowledge of the skin and body. A smaller number of respondents saw LLN skills and business knowledge as being key. In terms of the skills commonly lacking, customer service was the most frequently highlighted, but many of the skills identified as being key for a beauty therapist 4

5 were also seen as commonly lacking, for example: 'professionalism and work ethic', LLN, technical skills, skin/body knowledge and communication. The majority of those surveyed saw the main reason for these shortcomings being related to training, either its content/currency or the way in which it is delivered. However, several respondents thought that it was a generational/societal issue. Nail Technology Q9: How would you describe a high quality nail services business? What are the challenges to providing this model? Those surveyed collectively described the features of a high quality nail services business as being a hygienic environment, staffed by highly-trained and qualified employees with a dedication to customer service and WH&S offering a range of products and services. Other characteristics identified included: a professional manager/owner; quality premises; and value for money offerings. The three largest obstacles to providing this model were seen as being competition from cut-price establishments, insufficient regulation and staff lacking in training/qualifications. Q10: What do you consider to be the essential skills and knowledge required for nail technicians? Have these changes? Are there skills which are commonly lacking? What is the cause of this? With regard to the essential skills for a nail technician, the most popular answer was WH&S / hygiene, but technical knowledge was also identified as being key. Anatomy and product knowledge were also cited as being of high importance, and customer service skills were again mentioned. Perhaps linked to this was the identification of communication skills and 'professionalism/attitude/work ethic' as being important too. There was an equal split between those who did and didn t believe that these essential skills had changed over time. With regard to the skills seen as lacking in the sector, technical skills/knowledge and WH&S were most commonly identified. Customer service was again noted, along with LLN skills. The majority of respondents identified the cause of the lack of skills in these areas as being a lack of training. Q11: Are you aware of the local and state government requirements relating to public health and hygiene? Make-Up The vast majority of those surveyed stated that they are aware of local and state government requirements relating to public health and hygiene. Only two respondents said that they were unaware of such requirements. Q12: Which work environments have you worked across? Are there different skill requirements across these environments? Those surveyed broadly identified six different work environments; the most popular were fashion/photography, salons and education providers, but people also had experience of working at special events (weddings, formals, parties etc.), 5

6 in theatre/tv/film and in cosmetic retail. The respondents offered few opinions on what the different skills requirements are for these industry areas, but the most common answer was that the technical skills vary. Q13: What are the techniques that are currently being used in the industry? How are they changing? Airbrushing was the technique that most survey respondents identified as being most commonly used. Also listed were eyelash extensions, make-up application that provides a "natural look", and the use of mineral make-up. One respondent spoke of the re-introduction of 'retro' make-up trends. Q14: Which products are currently being used in the industry? How are they changing? No-one who answered the survey offered an opinion on how the products are changing, but they did provide a list of products currently in use. The most popular answer was around the use of mineral make-up, and others provided a list of brand names used. Again, natural/sustainable products were indentified, as were primers, accessories, eyelash extensions, lip enhancements and services tailored to individual skin types. Q15: What do you consider to be the essential skills and knowledge required for makeup artists? Have these changed? Are there skills which are commonly lacking? What is the cause of this? Overwhelmingly "technical knowledge" was seen as being the most essential skill for a make-up artist. The importance of WH&S and hygiene skills were also identified as being crucial, as were customer service skills and colour theory (which could also be seen as being "technical knowledge"). Respondents from RTOs cited "qualifications" as being essential. Other answers included: knowledge of trends, skin and anatomy knowledge, product knowledge and 'professionalism'. Only three of those surveyed offered an opinion on whether the essential skills and knowledge requirements had changed and each of them answered that they hadn't. The skill most frequently identified as commonly lacking were customer service and communication, but respondents also stated that there were deficiencies in the areas of product knowledge, technical knowledge, sales skills, and workplace health and safety. Again, few respondents proffered a view on the cause of these shortages, but the majority of those who did identified training quality as a reason. Inexperience, lack of training and heightened client expectations were also identified. Spa and Wellness Q16: How would you define a spa? In what ways do they differ from beauty salons? There was a fairly broad agreement on the definition of a spa. The responses can be broken down into the following four characteristics: "wide range of water and body treatments", "holistic, wellness, relaxation", "highly trained and qualified staff" and "luxury destination and premises". With regard to opinions on how spas differ from beauty salons, a high percentage of respondents said that salons focus on shorter, traditional treatments 6

7 (skin/hair/nails/wax), whereas spas provide a wider range of body treatments and products. Other examples were that spas are often located within larger premises and in a more relaxing environment. One respondent stated that spa staff will also be trained in spa therapy. Q17: How would you describe a high quality spa business? What are the challenges to providing this model? Once again, many of those surveyed described a high quality spa business as being a "luxury destination". Respondents identified that it would include high levels of customer service and would employ highly-trained and qualified staff. It was additionally noted that a quality spa would offer a wide range of water and body treatments and pay attention to hygiene and workplace health and safety standards. Respondents again identified the "holistic treatment" aspect of a spa. The largest challenge to providing this model was seen as being financial - the cost of property and equipment of running a quality spa operation. Adequately training staff was also noted as an example, as was recruitment and retention. Respondents also identified logistical issues, such as finding space to accommodate facilities and environmental issues around water and energy usage. Q18: Do you consider the essential skills and knowledge required for spa therapists to be different from those required in the beauty salon? If so, how? Are there skills that are commonly lacking? Why is this? While most respondents noted that there are specialised skills for spa work, fewer people elaborated on how the skills differ from those needed in a beauty salon. Those who did offer an opinion suggested that spa work requires more focus on the client experience, rather than the results-based nature of the salon. Four respondents stated that higher level qualifications are required to work in a spa, but the same number of people stated that there is no difference between the skill sets required. The most common skills lacking for spa therapists were seen as being "understanding of the 'spa experience " and technical knowledge. Individual responses also noted social skills/communication; professionalism; use of new technology; and anatomy and physiology skills as commonly lacking. When asked for the reasons for these lacking skills, the answers fell into two areas: lack of training and inexperience. Technology advancements Q19: What do you understand to be the regulations and requirements to provide these treatments? This question provided a wide range of different responses, the most popular of which was "Skin Protection Act / WHS Act". Most respondents seemed to be aware that regulatory requirements differed from state to state. Five respondents noted that there are no regulations, but they may have been referring to the state in which they operate. 7

8 Other answers included: "training necessary for insurance purposes", "certificate required by IPL/Laser product supplier", "Graduate Certificate in IPL/SIB70110) and "must be registered as a laser clinic". Q20: What treatments do you offer using these modalities? There were a range of 16 answers to this question, with the most popular being "none". Of those who do offer treatments using new technology, the most popular was "IPL hair reduction" followed by "IPL skin rejuvenation". People who simply responded "IPL" accounted for five responses. Other responses were as follows: "Laser"; Low intensity laser therapy, Microdermabrasion, "All", tattoo removal, acne, vascular lesions, pigmentation, peels, toe fungus treatment, and anti-ageing. Q21: What do you consider to be the essential skills and knowledge required for therapists providing advanced treatments? Have these changed? Are there skills that are commonly lacking? Why is this? Survey respondents identified three common areas of skill and knowledge as being essential for therapist providing advanced treatments: technical knowledge, knowledge of skin and anatomy, and "Graduate Certificate". Other answers included: laser and light safety, client consultation, WH&S and commitment to ongoing training. Only one person addressed the question of whether these skills have changed, and answered that they have. Similarly, there were only three answers to the question of whether there are skills lacking, and they were identified as being "medical knowledge" and "safety protocols". However, more respondents elaborated on why skills are lacking, with the majority of them indentifying "insufficient training" as a reason. Other answers included: lack of regulation; time and money: the currency of the Beauty Services Training Package and "companies providing training". Q22: What training have you undertaken to perform these treatments? Is the training that is currently available adequate? There was a wide spread of examples of training undertaken by the respondents. They are as follows: Accredited courses, including: o 91378NSW/1 Apply knowledge of IPL to Hair Reduction Treatments Safety o 91378NSW/2 Implement specific IPL safety policies and procedures in the Workplace o 91378NSW/3 Plan and conduct routine IPL equipment maintenance o 91378NSW/4 Apply knowledge of IPL to the structure and function of human hair o 91378NSW/3 Perform Intense Pulsed Light based therapy for Hair Reduction o 91377NSW/4 Apply knowledge of IPL to the structure and function of skin o 91377NSW/3 Perform Intense Pulsed Light based therapy for Skin Rejuvenation WRB50104 Diploma of Beauty Therapy 8

9 ITEC Diploma in IPL/laser Therapies Laser safety skin needling BHS Dermal Therapies QLD Radiation License Short courses Product Supplier Training IPL training seminars Vocational Graduate Certificate in IPL ITEC Diploma of Microdermabrasion ITEC Diploma of Beauty Specialist Trade fares Internet research / YouTube Pre-vocational certificate course None With regard to the adequacy of the training currently available, there was an almost equal split between those who though it was adequate and those who believe it is inadequate. Q23: Are there other impacts as a result of technology changes? Peels Few respondents were able to offer examples of other impacts of technology changes, but those who did noted that therapists are using equipment they are unqualified to use, and that equipment is being purchased online and used without regulation. Linked to this may be the trend indentified by some respondents that clients are expressing concern about the new technology. On the subject of customers, some respondents again noted that client expectations have changed as a result of the new technology. Other respondents suggested that another impact has been the reduced use of electrolysis treatments and an increased need for salon modification. With regard to skills, one respondent stated that there are increased requirements for skilled and qualified therapists. Q24: Does your workplace have a high request rate for treatments using peels? If yes, what type of peels? Around three quarters of survey respondents stated that they have noted a high request for treatments using peels. Of the respondents from operators, about two thirds reported a high level of demand. The most common type of peel requested was lactic, followed by Glycolic. Other examples were as follows: Citric deep peels environ LCA Idebenone Microdermabrasion 9

10 Dr Ekstein Enzyme Salicylic Jesner Biological Alpha Hydroxy / Beta Hydroxy ASAP Lactic Chemical Purple PH3 buffered Enzyme Q25: Has your use of peels changed with the advancements in technology? What impact do these changes have? The vast majority of survey respondents (92%) stated that their use of peels has changed in line with the advancements in technology. Some of the impacts of these changes were identified by respondents as being: Increase in requests/acceptance; results-driven treatments; changes in products; safer products and treatments; and an increased training need for therapists. Q26: What do you consider to be the essential skills and knowledge required for practitioners that perform peels? Have these changed? Most respondents to the question identified knowledge of the skin and anatomy as being essential for therapists performing peels. Similarly, the importance of broad product/treatment knowledge and knowledge of how the skin and peel interacts were also identified as being essential. Other skills identified were client consultation/communication; manufacturer training; WH&S. With regard to training, there was some disparity in the level of training respondents noted as being essential to perform the peel treatments, they were: Diploma of Beauty Therapy, Post-Graduate Diploma and Certificate IV in Beauty. The vast majority of respondents stated that the essential skills and knowledge requirements have changed, but didn't elaborate upon how they have changed. Q27: Are there skills that are commonly lacking? Why is this? The two skills that were identified as lacking were product/treatment knowledge and skin/anatomy knowledge. The reason for this was largely put down to a lack of training, but some respondents noted that lack of experience and lack of regulation are contributing factors. Q28: What training have you undertaken to perform peels? Is the training that is currently available adequate? Over half of the survey respondents reported that they had received product/manufacturer training, with a smaller number stating that they had received in-house training, short courses, seminars/workshops and 'medical training'. With regard to formal qualifications, individuals stated they had completed the Diploma of Beauty Therapy, Bachelors Degree in Health Science, and a Post-Graduate Certificate. Only one respondent reported to have not 10

11 undertaken any training and was one of the few people who stated that they felt that the training currently available was inadequate. Salon Management Q29: What do you consider to be the essential skills and knowledge for managing a salon? How is this changing? A broad range of skills were identified by the survey respondents, with the most common ones being financial management, commitment to training, knowledge of new technology/products, communication skills and marketing and social media skills. WH&S skills and was also noted, as were "business skills", but there was some disagreement as to whether it was essential that the salon manager should come from a beauty industry background. Other skills noted were: customer service, performance management, knowledge of legislative changes and the completion of the Diploma in Salon Management. Few survey respondents addressed the question of whether these skills required for salon management were changing, but half of those who did reply stated that the skills haven't changed; others stated that there is not enough training available for managers and one respondent said that the ownership model is changing, with more salons being run by investors rather than managers. 11

12 Training Snapshot The graph below shows the number of enrolments in the Beauty Training Package over the last decade. As can be seen, most enrolments in the Beauty Training Package in 2011 were in the Certificate III in Beauty Services, despite there being limited job outcomes at this level. The greatest job opportunities in this industry are as beauty therapists (Certificate IV or Diploma) or nail technicians (Certificate II). As a result, the recent spike in enrolments at the Diploma level is a positive development. 12