1. Advise on beauty products and services
SHB30115 Certificate III in Beauty Services
SHB30315 Certificate III in Nail Technology
SHB30215 Certificate III in Makeup
WRB20104
WRBCS201B – PROVIDE MANICURE AND PEDICURE SERVICES
SHBBCCS001 Advise on beauty products and services
LEARNING MATERIAL
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Advise on beauty products and services

2. Advise on beauty products and services
UNIT SCOPE
Element 1. Develop product knowledge.
1.1 Source, interpret and maintain current information on beauty products and services.
1.2 Compare competitor and own salon’s beauty products, treatments, services and pricing structure.
1.3 Develop knowledge of organisational product , service range and prices.
2. Recommend salon services.
2.1 Discuss beauty requirements with client.
2.2 Identify factors that affect client suitability for services.
2.3 Recommend salon services and book client appointment.
3. Prepare client for product demonstration.
3.1 Prepare client for product demonstration.
3.2 Identify client requirements and select suitable products.
3.3 Protect client clothing from product spillage during demonstration.
3.4 Cleanse skin area for demonstration if required.
4. Demonstrate beauty care products.
4.1 Apply selected products explaining product application, benefits and features, as required.
4.2 Respond to client queries and evaluate recommended product with client.
4.3 Follow up on product performance or treatment outcome with client as required.
4.4 Clean and restock service area for next service.
Foundation skills – 5 to 7
5. Student demonstrated foundation skills when they used writing skills to provide a client with a personal product recommendation using standardised format.
6. Student demonstrated foundation skills when they used numeracy skills to calculate service cost and product prices.
7. Student demonstrated foundation skills when they used technology skills to access credible online publications and internet resources that builds knowledge for providing advice to clients and used client software to book client for service, record stock data and product purchases.
Advise on beauty products and services

3. Advise on beauty products and services
Clients expectations
When a client books an appointment for a beauty service they will have an idea of how they want to look but may not know how the look will be achieved. It is your job to advise clients on products and services that will achieve the image they are after. Using professional products in salon treatments allows the client to receive from the salon operator, knowledge on ingredients used in the products, how those ingredients work, the ways to use the product, and what services are provided with the products.
The client may seek;
Improved skin condition – physical and mechanical treatments.
Waxing face or body.
Face bleaching and tinting services.
Facials – many types available.
Makeup.
Male skin care.
Massage.
Spray tanning.
Spa treatments.
Nail services or extensions.
The list of services available to clients is enormous. Before you begin to decide which products and services to offer, you need to look at what is popular in the industry today. What services are clients demanding?
Advise on beauty products and services

4. Advise on beauty products and services
Research into fashion
The beauty industry is dictated by fashion. It is part of your work to keep up with the latest fashion and trends. What is happening in the industry? What is a popular service? What are the latest products on the market? What is the latest technology?
Your investigation should include;
Asking questions of your clients about their wants and needs.
Writing down client’s requests.
Reviewing client cards and seeing how often they visited the salon.
Talking to suppliers and sales persons.
Looking at fashion seasonal colours and clothing styles.
Talking to other beauty salon owners.
Talking to staff and industry associations.
Looking at magazines, attending hair and beauty trade shows, using the internet to source what is happening internationally.
Age groups.
What age group is more likely to visit the salon considering the type of services you have chosen to offer? Is it young people or an older clientele?
The entertainment industry.
This has a big impact on the beauty industry. Actors, singers and models impact on beauty trends. 
Seasonal trends.
These are the changes that occur at special times each year. It can be summer, winter, spring, autumn, religious festivals, Father’s Day, Mother’s Day, Valentines Day and all other special occasions that retailers create so that they can sell more product. These seasonal trends affect a beauty salon.
Advise on beauty products and services

5. Advise on beauty products and services
Economic environment
This greatly affects a salon. The price you charge for your services must be seen by the client as value for money. If other hair and beauty salons are offering big price reductions on products and services your salon may be affected. Client loyalty is seen from the client’s point of view. It may be that the cheaper price is more important to the client than loyalty to your salon. A successful salon builds relationships with their clients by providing good services and products.
There are 3 categories that divide products and services.
Product differences.
This involves the ingredients used in the products, how those ingredients work, the ways to use the product, the different types of packaging of the products and what services are provided with the products.
Pricing differences.
This is the retail price of the product or service, the size of the packaging, the amount of product you get in the packaging and if they are on special or have a gift with the purchase as an incentive.
People differences.
This is based of the sales skills of the salon staff to sell more to the clients by demonstrating good customer service skills.
Understanding product and service knowledge within the beauty industry involves;
The products required for different services.
Complementary products and services offered within the salon.
The contents of individual products. What are the features and benefits of the products and services?
Sharing your knowledge with other staff members.
Advise on beauty products and services

6. Advise on beauty products and services
Types of legislation
There are many government regulations that affect the beauty industry besides Occupational Health and Safety. These could be – consumer rights, anti-discrimination, skin penetration and hygiene. What steps would you take to ensure that the salon complies with the regulations listed above?
The labelling laws for products.
Knowing how to safely recommend product and services to clients is essential for everyone working in the hair and beauty industry. The Australian Competition and Consumer Commission (ACCC) produces a very good guide. Cosmetics and toiletries: ingredient labelling, product information a mandatory standard guide.
Pricing structure.
How you price your products and services is just as important as the price you charge. Many salons separate a service into different levels offering a variety of pricings. This may appeal to clients on a restricted budget. For example, a salon could offer a basic facial, a deep cleanse facial, a rejuvenating facial, an aroma therapy facial all being at different prices. A beauty salon can have one price for a treatment with a less experienced operator and a higher price for a very experienced operator.
Other legislation, which may apply to your work include;
The Trade Practices Act.
The Prices Surveillance Act.
The Privacy Act.
Advise on beauty products and services

7. Advise on beauty products and services
Product categories
Products can be categorised into five different areas.
Products that are very different and create a brand new market. For example; a combined shampoo and
conditioner in one was released onto the market. Before customers could only buy them separately.
Products which fit into an already established market and allow a company to sell it for the first time. For
example; a skincare company that releases a makeup range onto the market. It also can be a makeup company
releasing a new range of lipsticks.
Existing product line additions. This could be the same product just in different packaging for a new shape or
size.
Cost reduced products are products dropped in price. These are sometime used to get customers hooked into the
product only to raise the price later on.
Improvement of existing products. These are products that have been improved in texture, feel, colour, smell etc.
Features and benefits. 
To be able to demonstrate and sell beauty products it is important to learn what makes some products better than others. This means learning what features and benefits are.
The difference between a feature and benefit is:
A feature describes what the products is. Describes what you are selling.
A benefit describes what the product does. Gives the customer a reason for buying.
Examples of a feature supported by a benefit.
The feature;
“Our new skincare range is a well established brand”.
The benefit;
“The product’s success in the marketplace is due to the brand keeping up to date with the introduction of new products to meet consumer and environmental demands”.
Advise on beauty products and services

8. Advise on beauty products and services
Customers wants and needs
A customer want is a product or service they desire but do not need to have to improve their quality of life. It would be nice to have but it is not necessary.
A customer need is a product or service they believe they must have to improve their quality of life. They need to have it and it is a necessity.
These wants and needs differ from person to person. What one person may like to have, another person thinks they need to have it. This is called customer choice.
Discover your customers needs.
By asking the customer questions it allows you to offer the right services.
When you ask a customer questions you are gathering information to establish what the customer wants or needs.
Shows the customer that you are interested in helping them.
You need to gain the customers trust.
Find out what they are looking for in beauty needs.
Open, closed and reflective questions.
Open questions require the client to give you information about their wants and needs. For example; “What do you think of our new service?”
Closed questions only require a yes or no answer. For example; “Have you booked an appointment?”
Reflective questions demonstrate to the client that the salon operator has been listening, with the question being used for clarification. For example; “You said that your current make-up foundation was oily on your skin. What brand are you using?”
Advise on beauty products and services

9. Advise on beauty products and services
Matching clients wants and needs to services and products
There are six main categories that encompass wants and needs in most people.
Safety – refers to the physical safety of the product.
Performance – relates to the results of using the product or services.
Appearance – refers to the presentation and appeal of the product.
Comfort – relates to the physical and emotional feel of the product or service.
Economy – relates to value for money. An inexpensive product is not always good value for money as it may not do the job properly.
Durability – relates to stability and strength. Does the product have a short shelf life?
What are other salons offering in products and services?
It is important to know what your competitors are offering to their clients. Clients will decide on whether to come to your salon or go to another one based upon a number of issues.
Variety and price range of products and services that you offer.
Brand of products that you use and sell in the salon.
Guarantees on the results of services provided.
Image of the salon.
Customer service from the salon staff.
Problem solving skills.
Sometimes a client may have experienced an unfortunate incident within your salon. When confronted with a problem, analyse the facts and consider all the logical acceptable alternatives. You need to develop the ability to often solve customers problems quickly.
Advise on beauty products and services

10. Advise on beauty products and services
Customer service
Some clients will pay more if they know that the customer service is good at a particular salon. Selling products and services to clients begins with greeting the client by name when they arrive at the salon for their appointment.
Possible salon polices for selling products and services.
Keeping an accurate client record system. There are very good computer salon management systems available.
Follow up phone calls.
Mailing out information to clients.
Product and service demonstrations or special client evenings held at the salon.
A complementary treatment.
A phone call to clients when a special promotion is happening at the salon.
Only offering products that you know how to use correctly.
Being up to date with the latest in service treatments.
Efficient and courteous service at all times.
Minimal delays in attending to the client.
A refund or exchange policy in place.
Lay-by facilities and gift voucher options.
Offering a variety of ways for clients to pay.
Situations that may inhibit a client purchasing salon services and products.
Client’s allergies to specific ingredients in skin care.
Client’s current health status.
Current financial situation.
Lack of time.
Client’s with physical and mental disabilities.
Cultural boundaries.
Advise on beauty products and services

11. Advise on beauty products and services
Workplace policies referring to payment for services and products
In any salon there should be clear policies and procedures for taking payment from clients.
The types of credit card accepted.
A credit card floor limit, that is the maximum amount that may be processed on a credit card without permission.
Credit card surcharges.
EFTPOS cash withdrawal limits.
Personal cheque limits.
Gift voucher change limits.
Change given for exchanges and refunds.
Payment and sales types.
There are a variety of ways for a salon to accept payment other than cash. The more flexible you are with the ways in which a customer can pay for your product or service, the more likely it is that you will make a sale. Credit and debit cards are frequently used to purchase goods or services because of their convenience and speed.
Lay-by.
Lay-by is a way that your clients can buy goods from you without paying the total price immediately. They can pay an initial deposit to hold the goods. The client then makes regular payments over a period of time until the remainder of the purchase price is paid. They are then able to take possession of the goods.
Personal hand written cheques.
These are becoming less common. The store policy may involve obtaining information and identification from the client and writing that information on the back of the cheque.
Client’s name.
Home address.
Home telephone number and mobile.
Driver’s licence number and expiry date.
Advise on beauty products and services

12. Advise on beauty products and services
Refunds and returns
Under the law, the retailer has certain rights and obligations in relation to refunds. A business is not obligated to give a return in the following circumstances.
The client changes their mind about a purchase.
The product was sold at a reduced price due to a slight fault.
The client does not have proof of purchase.
The client used the product incorrectly.
Clients have a right to expect a refund when;
The products have a basic fault, which a normal inspection did not reveal at the time of sale.
The products are not fit for the particular purpose stated by the client before the purchase.
The products did not match a sample shown or a description given to the client.
When handling client requests for exchange or refunds you may need to ask some questions.
Has the client followed the manufacturer’s instruction on how to use the product?
Was the fault due to something the client failed to do?
Was the fault due to the client’s misuse of the product?
Has the shelf life or warranty period of the product been exceeded?
Goods and services tax – GST.
The Goods and Services Tax (GST) in Australia is a Value Added Tax (VAT) on the supply of goods and services in
Australia. The GST is levied at a flat rate of 10% on most goods and services, apart from GST exempt items, and input
taxed goods and services. All products sold and services performed in a salon must have the GST included in the
price.
Advise on beauty products and services

13. Advise on beauty products and services
Warranties
There are different types of warranties that a salon can offer its clients. These warranties do not override or limit consumer guarantees and consumers may be entitled to a repair, replacement or refund, even if any voluntary or extended warranty has expired.
Express warranties.
A salon may make extra promises or representations verbally or in writing about the quality or standard of a good. This may, for example, refer to;
- the quality, state, condition, performance or characteristics of the products or service.
- what the products and services can do and for how long.
- the availability of servicing, supply of parts or identical products.
Warranties against defects
A supplier or manufacturer may provide promises to consumers about what it will do if something goes wrong with a products or service. These promises are often referred to as voluntary or manufacturer’s warranties. Under the Australian Consumer Law these are called 'warranties against defects'.
Extended warranties.
Some suppliers or manufacturers offer optional extended warranties to lengthen the coverage of their manufacturer's warranty.
Advise on beauty products and services

14. Advise on beauty products and services
Where sales and services can be improved
You will need to watch how often your customers return for their products and services. Do you need to add an extra service so that your customers will return more often? Do you need to bring in additional products so that you can offer more variety to your customers?
Make sure your products and services reflect the style of salon you have. This means that if you have an image of being up-market and offering expensively priced products and services that you do not introduce a cheap or bad looking product into your business. This will cause your customers to question the prices you have been charging.
Keep in mind the image of your salon when you are introducing new products and services and always stay within that image.
Keeping the salon clean and looking neat and tidy is an essential part of providing good service. Make sure everything in the salon looks in good condition.
Dust the shelves and products.
Make sure the packaging is in good condition.
Make sure all work areas are clean and tidy.
Remove all rubbish immediately.
Store and handle products safely according to Occupational Health and Safety requirements.
Check use by dates of the products.
Provide hygienic conditions for clients as well as staff members.
Keep stock levels up to the demand levels of clients.
Make the salon user friendly. This may mean that you provide services for people with special needs.
Advise on beauty products and services

15. Potential client questions that require answers
Specialised information
To ensure client satisfaction the salon must develop documentation on the following;
Basic ingredients in its product range.
Service list, prices and treatment times.
Ordering procedures for stock and stock availability.
Storage procedures of products and use-by dates.
Warranties, returns and refunds.
List of complementary products.
Potential client questions that require answers
What services are available in the salon?
What products does the salon use?
Can I purchase products on lay-by?
What happens if I have a reaction to the products?
What is the cost of the service and how long it will take to perform?
Advise on beauty products and services

16. Advise on beauty products and services
Maintaining up to date knowledge
Working in the beauty industry will require you to keep updating your technical skills. This means;
Learning the techniques for new services. Contact product manufacturers for skills training. Undertake a course at a college or private training company. Attend trade shows and speak to other operators as to what they know of the new service or product.
Being aware of what competitor salons are doing.
Read industry magazines. Go on line to find out what is happening.
Be aware of the changes within clients’ needs so as to be able to provide accurate advice.
Share your knowledge with your clients.
You are in a personal service business. You have the opportunity to advise clients on;
What products to use at home, when to use them and how to use them.
Ingredients and safe use of the product.
Introductory prices for a new product or service.
Product usage by giving a free sample or using it within the service.
Which service would be best for them and how often they should have the service.
Create a customer loyalty programme rewarding clients for their continued use of the products or services.
Salon staff training nights.
Sharing knowledge on new products and services amongst staff is best done within salon training nights. This a great time to share information and conduct demonstrations on what’s new for the salon. Anyone who works in the salon must experience the product or service themselves before they can advise clients. Training nights provide the opportunity to ask questions and give opinions on whether the product or service is suitable for their clients. An industry guest speaker, a product sales technician or a qualified service skills person could be invited to present at the staff training session. Sharing knowledge with all staff members is essential for the success of any salon.
Advise on beauty products and services

17. Advise on beauty products and services
Sustainability Sustainability is the ability to maintain a certain status or process in existing systems. The most frequent use of the term sustainability, is connected to biological or human systems in the context of ecology. The ability of an ecosystem to function and maintain productivity for a prolonged period is also sustainability.
Sustainability in general refers to the property of being sustainable. The widely accepted definition of sustainability or sustainable development was given by World Commission on Environment and Development in It defined sustainable development as "forms of progress that meet the needs of the present without compromising the ability of future generations to meet their needs.“
Practically, sustainability refers to three broad themes, economic, social and environmental, that must all be coordinated and addressed to ensure the long term viability of a community and the planet.
The primary goal of sustainable is using renewable natural resources in a manner that does not eliminate or degrade them or otherwise diminish their usefulness for future generations.
Sustainable work practices;
Safe disposal of all waste materials to minimise negative impact on the environment.
Efficient use of energy, water and other resources used to minimise negative impact on the environment.
Ensuring the practice of waste minimisation and recycling is conducted to reduce impact on the environment.
Comparing availability of products, equipment and services and adjusting their use to minimise negative impact on the environment.
This completes the learning material for this unit.
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Advise on beauty products and services