LUX August 2017

LUX - August 2017 23 A Cut above the Rest there are also clients who fly in from other GCC states such as Saudi Arabia to have hair treatments. There are a significant number of expat clients too. “Our branches offer the most cutting-edge hair, nails and beauty treatments from brands including Kerastase, L’Oréal, KeraStraight, Lycon wax, Eminence Organic and Guinot to our clients. Most recently, we were the first hair salon in the Middle East to introduce INNOluxe. Launched globally just 18 months ago, the ground-breaking colour additive allows colour specialists to reach new levels of creativity. Using the latest protein technology, this repair solution is the ideal companion to technical treatments – such as colouring, bleaching and perms – and is perfect as a stand-alone treatment too.” Ruksher then reveals the vital role of the staff in the success of firm and keeping the focus on people, she also tells us how they approach their clients. “Our staff members are expertly trained and we ensure that we offer regular compulsory training sessions with industry leaders. This has ensured that our staff includes Kerastraight L’Oreal Professional and Kerastase ambassadors. “In June 2016, I held a whole staff workshop called the client journey-8K business boost. The fundamental aim was to educate staff about the ‘Michelin-Star’ standards that we need to have across the entire salon to ensure each time a client visited, he or she would have the same consistent high-end experience. Since then, to reinforce the points outlined, I have given training to our receptionists so they answer the phone; greet clients and so on, in the same way each time. This improvement in efficiency at reception has been noticed by our clients. “In addition, to monitor consistency and quality control across all branches, we have implemented a mystery shopper who reports their findings directly to management who can then use this information for staff appraisals.” Ruksher then offers additional thoughts on the firm’s staff. “For any new team members, I have established an induction programme so they understand the unique procedures and protocols that are in place at Pastels Salon and the importance of adhering to these. New staff members are also taken through the salon’s standard operating procedures and the client journey. “Positive feedback and formal appraisals are now Established in 2004, Pastels Salon is renowned for its professionalism, creative artistic team, expert beauty therapists and friendly customer service. As winner of the LUX Health, Beauty & Wellness Awards, Best Hair & Nail Beauty Salon – Dubai category, we interview the firm’s co-founder, Ruksher Malik to learn more. A Cut above the Rest routine procedure for staff so they can identify what their strengths are and what areas require improvement and how we can support them to be better.” Within the wider health, beauty and wellness market, Ruksher underlines the trends the firm is currently experiencing and how they adapt around these. “We have experienced three major trends recently. Firstly - express appointments - with their busy lives, clients do not have endless time to spend in salon. Therefore, we devised a series of express packages where hair, nails and beauty grooming treatments can be done in tandem to minimise time spent in salon. “The second is a more natural approach. Many of our clients have made a shift to treatments that have an organic focus. This has led us to introducing several treatments and products from organic brands including Eminence Organics and Tan Organic. “The third is drastic colour changes: Many of our hair clients are willing to be more experimental when it comes to hair colour, requesting pastel hues, platinum blonde etc. But one of our missions is to keep hair strong and healthy. Therefore, we introduced INNOluxe, which is a hair colour additive that allows you to push the boundaries of hair colour, without compromising on the hair’s health.” The firm employs technology to ensure that clients enjoy the best possible experience and service, Ruksher reveals. “We have a dedicated in-house social media expert who can answer any queries that come via our social media channels and who can interface with existing and potential clients, as well as any third-party businesses with whom we may wish to collaborate. “In terms of booking software, we send out emails and SMS to clients to ensure they do not miss booked appointments. We are currently considering developing online surveys for our existing clients to assess their experience and attain valuable feedback to ensure that we can meet any demands they have and exceed their expectations.” Looking to the health, beauty and wellness market, Ruksher foresees several developments which she goes on to explain. “The current focus revolves around organic product lines, the health of hair, nails and skin and super foods etc. All the brands we stock are introducing ‘organic ranges’ and we offer the world’s first completely organic spray tan treatment, TanOrganic, as well as its retail line. The focus of colouring treatments is also on the health of the hair with products such as INNOluxe, Smartbond and Olaplex becoming increasingly popular. Hair products and tools are also focussing on what is best for the hair – for instance, included in our retail offerings are Invisibobble which doesn’t pull or break hair, and the Dyson Supersonic, which uses temperatures that do not cause any damage to the hair. “Finally, I have worked hard to forge a reputation in Dubai as a leader within the hair industry, as well as a prominent female business woman. This has been reflected in the fact that I have been featured in many articles within the past year, including a profile in Khaleej Times, as well as several articles in trade publications such as Beautypolis Arabia and Professional Beauty. “For this year’s Professional Beauty event, I was invited to be a guest speaker and to give a presentation on the Wellness Initiative we introduced to motivate staff; as well as participating in two panel discussions in my role as Professional Beauty Ambassador. I have also been shortlisted as a finalist for the EIDEAL-Santi Business Leader of the Year award, the winner of which will be announced in Autumn 2017.” Finally, Ruksher shares her future hopes and prospects for the firm. “Now, we are renovating our flagship salon to ensure it is completely refurbished and provides an even better experience for our clients. In June 2016, I undertook a year-long leadership programme called the EIDEAL-Santi Business Leadership Program. “Delivered by renowned business mentor, Susie Santiago, the unique programme offered salon owners the chance to develop their leadership skills, manage their time and resources, plan for strategic success, developing improved operational team work and excellent customer service, to give them an edge over their competitors. For the next few years, the focus will be on putting the new systems from the programme in place. I have no doubt it will be a lot of hard work but once it is completed, it will be fabulous.”