Carita Autio
The owner of Beauty Salon Lumottu Helmi.
How to convert casual customers into loyal customer?
Your loyal customers that keep using your services on broad range are the most effortless, inexpensive and most lucrative investment you can make. Steady flow of customers and income and absolutely the very best recommendations and testimonials. How is it possible to save up on marketing costs and target the money you are using just the right way? The turnover of your stock is at mind blowing rate. Stuff just keeps on flying off the shelves leaving plenty on your account also.
It pays well off to invest proper time on really mapping out and developing your own clientele strategy. How to build a loyal following on the treatment methods you have chosen to be your way to help them? Clientele that will follow carefully your directions on homecare, that wouldn’t risk in buying them anywhere but from you and rely on your expert opinion on professional treatments they need.
Working thoughtfully and carefully paying special attention to your customer will lead you into a co-operation with the customer that guarantees success for everyone, a true win-win-win. Your customer, you and your bank balance will all get the top results.
Leelo Tamre-Teder
Accounting, Financial and Tax Consultancy
How to manage the finances and accounting of a beauty company
Leelo Tamre-Teder is an independent accountant-entrepeneur, advising and consulting various companies. Leelo has been an accountant for 18 years and has 5 years of professional experience as chief accountant at Sirowa Tallinn AS, where she had the opportunity to see the world’s largest beauty brands and medicinal products reach consumers through cosmetologists, hairdressers, beauty shops and pharmacies.
Today Leelo is mother of three sons and lives in Luxembourg, where she, thanks to the possibilities of the e-state of Estonia, serves her clients remotely through various e-channels. Leelo has advised many start-up entrepreneurs to start and maintain their book-keeping in order.
In her presentation, “How to manage finances and accounting in beauty company”, Leelo reveals some myths and facts about the management of the finance of the beauty company. Beautician is usually also manager and accountant of her own company who should be “number oriented” i.e guided by numbers, taxes, etc. But, should you?! How to manage cash flow so that everyone is happy?
Dr. Siim Simmo
Plastic Surgeon
Eyelid Surgery
Dr. Siim Simmo is a surgeon who has an unique training, who has versatile skill set and he is the most demanded top plastic surgeon, who performs both oncological breast cancer surgery and high-level aesthetic facial surgery.
He specialized in plastic surgery at the Helsinki University Clinic and is still working there as a Department Chief of Staff
Due to his fast timetable, he divides his life between Estonia and Finland, regularly attending trainings and operations around the world with top specialists in his field.
Dr. Simmo is the only plastic surgeon in Estonia who has undergone a joint specialization program for Nordic plastic surgeons, which includes the passing of a national specialty examination in Norway, Denmark, Sweden and Finland.
Dr. Simmo lectures on eyelid surgery, since eyes are one of the first things a beautician sees on her/his client.
Many women, as well as men, turn to the beautician for their eyelids’ problems – either they are then drooped, “tired” or just wrinkled.
It is very good to know when the skills of a beautician are sufficient and when more creams and normal procedures do not help any more, and it is time to turn to the beauty surgeon.
Ahmed Bikhelkhalen
Lawyer
What laws does a beauty practitioner need to know when she goes to work in Europe?
Ahmed is a young Moroccan lawyer specialized in the European and international law including the single market law, international trade law and international private law.
Ahmed has been studying law for more than 4 years, starting in Morocco and France where he discovered his interest in this noble discipline.
The European and International Law has been always a field where he does his best work and identifies himself with best, it has offered him the opportunity to develop a range of skills and explore many aspects of human life.
His presentation at I Am Beautiful seminar 2019 will give you the chance to sharpen your mind, strengthen your understanding and deepen your experience across the full range of fields thanks to its diversity and its interdependence.
Ahmed’s mission today is to share his knowledge and experience in the law field with beauty practitioners and young start-uppers in the beauty field, in a way to get their attention to the opportunities that the European law offers them around the European Union.
In his presentation: What safeguards the European law puts in place to protect Freedom of establishment and recognition of qualifications in the EU?
Ahmed reveals and outlines the importance of the guaranties and opportunities given by the treaties and the European court to the practitioners in all kinds of fields.
After listening to his speech at I am Beautiful seminar 2019 you will have clearer picture and more awareness of the opportunities regarding the EU law that are necessary to know for you as a beauty practitioner.
Dr. Peep Pree
Plastic surgeon
Facial Tensioning – Another Frenzy or Indispensable Measure?
The leading surgeon Peep Pree is a highly experienced and internationally recognized plastic surgeon in Estonia. Dr. Pree is a daily practicing surgeon and head of Clinica – the private clinic of aesthetic surgery. Among the various plastic surgery operations Dr. Peep Pree performed, he has a long-term experience in facial and neck skin tensioning operations and has helped a lot of Estonian women.
Obviously, slack and loose facial skin is not just someone’s dream. Aging is accompanied by reduction in elasticity of facial tissue, but may also be due to heredity, stress, poor nutrition, and so on. Women often turn to their delicate subject for advice and help from a beautician. Most cosmetologists have heard of facial and neck skin tensioning operations, but the things remain unclear regarding who in fact requires it, what this surgical operation involves and when it is needed.
On the seminar “I am beautiful 2019” the top surgeon Peep Pree will give a talk about plastic surgery in the facial area. Dr Pree will provide an exact overview of what each cosmetologist should know about face tensionig operations:
✔ whether and when a patient should consider facial correction,
✔ what a facial and neck skin tensioning operation represents more precisely,
✔ dangers of the operation,
✔ positive aspects of the operation,
✔ the need for pre- and post-operative care
NB! Co-operation between a surgeon and a cosmetician is crucial to achieve and maintain the patient’s tightened skin. Only cooperation can produce a very good result. When the surgeon tightens facial and neck skin, the cosmetician plays an important role in the postoperative recovery period of the patient and further in caring for his face in the years to come. This is a priceless practical information for beauticians and cosmetologists!
Gerda Carina
Professional portrait photographer & filmmaker
The importance of a photograph and a video for a beautician
Your mission as a beautician is to help other people look and feel good. So it is extremely important that the great work you’ve done would also reflect on photographs and videos to promote your work and attract more clients.
Speaking at the seminar I Am Beautiful 2019 is really important for Gerda Carina as she now can share her knowledge and experience about an importance of a photograph and also simple tips for creating visually attractive social media platform that would create an interest in a client for your services.
Gerda Carina will give you guidance how to be on top of your social media game with pictures and what could you create with your phone if you don’t have a professional camera at hand. She will also talk about why and how important it is for beautician to work with professional photographers and filmmakers and share the benefits it will bring.
She was born and raised in Estonia but moved to London after high school to follow her dreams as she was always hungry for growth and opened for more knowledge.
Carina discovered photography for herself when she was 13 years old. She learned from many different professionals in the industry and worked with many different fashion magazines, model agencies, brands, creative directors, dancers, musicians, actors and influencers from all over the world.
She experienced many failures and hardships during these few years but all these projects she had the opportunity to do with other talented creative artists kept her going because in her opinion there is nothing more satisfying than sharing her work with the world to inspire others to follow their dreams too.
Gerda Carina started her career during a school holiday as a young 13 year old girl assisting photographer Kristiina Männik and earning pocket money. She learned how to communicate with people especially when they feel uncomfortable or insecure and saw the behind the scenes of the process.
Gerda Carina now has more than 10 years of experience and her work has been published in many different magazines including Vogue Arabia, Oddity, Phoenix, TINGS etc. Her most recent experiences for doing a behind the scenes video was with one of the highest paid actresses in India called Deepika Padukone for TINGS magazine and British actress Wallis Day for Oddity magazine.
She has had the opportunity to work with many TV stars and also work with other talented creatives for example Rita Ora’s stylist Kyle De’Volle, Jake Hall, Vas J Morgan, rising star Olivia Vinall, The Abduls, Joshua Kane etc. She has also worked with many different model agencies like Boss Models South Africa, First Model Management, Select Model Management etc. She has also filmed fashion shows and behind the scenes at London Fashion Week.
Her biggest clients so far have been Versace in London, VIP Brand in Monaco, Shanel Cooper from New York, Creative Director Andy Turner in London and Goodwood.
The most views that one of her portrait videos has gotten is a little under 100 000 of a British reality television personality Jonathan Clark.
“Working with Gerda Carina is a magical experience. She makes me feel so confident and comfortable in front of the camera. I’d never posed without makeup on a shoot before until I worked with her. She is a true artist that embodies a natural element and feeling of freedom to her work.”
-Rita Ora stylist Kyle De’Volle
Follow Gerda Carina’s work on instagram @gerdacarinaphotographer
Ineta Pruus
Gynaecologist
Effects of Hormonal Disorders on the Skin
Ineta works as a gynaecologist at Raplamaa Hospital. Graduated from the Faculty of Medicine of the University of Tartu and passed the internship in gynaecology at the Women’s Clinic of the East Tallinn Central Hospital.
A member of the Estonian Gynaecologists’ Society (ENS) and the Estonian Society of Colposcopy. Ineta’s special field of interest is gynaecological endocrinology, gynaecological and pregnancy ultrasound diagnostics.
In her daily work, she often deals with patients whose complaints are due to hormone disorders. Tests may indicate that hormone treatment is required. Today, patients are still very often subject to baseless fears of hormonal replacement therapy and contraceptive hormonal preparations. This is a common question: if I start using the hormone, shall I become overweight and grow the moustache?
In her presentation, Ineta focuses on the hormonal system functioning at different stages of life and on the effects of hormone preparations on a woman’s body.
Ineta believes that the beautician should be aware of whether their client suffers from a hormone-related illness or uses hormone preparations, as in certain situations it may determine the success of the treatment or, conversely, lead to a worse-than-expected outcome. At the same time, a problem with which a client comes to a cosmetologist could be better resolved with a doctor.
Külliki Piatecki
Beautician with long experience
Cosmetic Approach to Different Hyperpigmentation Problems
Külliki Piatecki is an experienced cosmetologist and importer of professional beauty brands. She works as an international trainer for the Sesderma chemical scrubbing. As a former medical worker, she possesses the knowledge of the skin and the body physiology and is fully familiar with the physiological effects of chemical peelings on the skin. In 1996-2005, Külliki was the chair of the Estonian Cosmetologists Society.
The main goal of the cosmetologist’s work is to maintain healthy and beautiful skin and reduce unpleasant manifestations (dryness, wrinkles, loosening, pigmentation, inflammation). Due to scientific and technological advances, cosmetic treatments today provide surprisingly good skin care results.
Reducing pigment spots and making the skin tone even has been a problem for a long time not only for customers but also for cosmeticians. The reason behind is that care courses have been long-term, unpleasant and often not effective enough.
Before starting a pigmentary care course, it is definitely recommended to identify the type of hyper- or hypopigmentation and the “likely” cause. By detecting the client’s skin care habits and pre-procedures, we can create a suitable individual care plan. Cosmetic care courses for pigment changes begin with the daily home care and sunscreen products. In addition, cosmetics now possess a variety of opportunities: chemical scrubs, micro needling, light therapy, and other cosmetic apparatuses. In her lecture, Külliki Piatecki explains the causes, the main types and the various cosmetic treatments of skin pigment problems that harmonize the tone of the skin and reduce pigmentation spots.
Betti Nigul
Personal trainer, nutrition counsellor
How do our eating habits affect the condition of the skin through the microbial?
Betty Nigul will speak on the “I am Beautiful 2019” seminar about the relationship between skin, body and general health through diet.
Betti holds a Master’s Degree in Applied Chemistry and Biotechnology, and her Master’s thesis focused on the links between intestinal microbial and nutrition, i.e. “Simultaneous fermentation of mucin and fiber in intestinal bacteria”.
Wrong eating habits strongly affect our intestinal microbial and not only affect our body weight but also our skin health. All of us have heard the phrase: “You’re what you eat”.
Any inappropriate diet and lifestyle are reflected on our skin: acne, dry skin, wrinkles, swelling, pigmentation spots, rosacea – the latter is even considered a lifestyle disease.
If the beautician is capable to look further and give appropriate recommendations in addition to the procedures provided, it greatly enhances his / her credibility in the eyes of the client, as all the combined activities always help to achieve better results. Due to the practical and educational background (TUT and FAF Estonian personal trainer), Betti has a great opportunity to pass on her broad knowledge and experience-based information to those who want to be healthy and consciously feed their bodies, thus helping them with both nutrition guidance and training.
Madis Trei
Marketing expert
Purchased advertising – how to reach customer faster
Madis works as the CEO of a well-known digital agency Vurr. “Vurr” belongs to the Creative Union Group, working closely with 9 agencies in the fields of media, public relations, design, advertising, branding and printing. Thus, with a team of experts in their field, they promote realizing the business goals of start-ups and operating companies, both in theory and in practice.
Since Madis Trei has graduated from the Baltic Film and Media School in Public Relations and Media, he has a great opportunity to direct his vast knowledge into practice while leading the Digital Agency.
Personally, Madis has a long-term experience in exploiting digital channels, social media and purchased advertising. What is purchased advertising in general and could beauticians use it to promote their work and skills more widely? In his presentation at the “I am Beautiful 2019” seminar, Madis places the greatest emphasis on purchased advertising and social media. The advertising you buy is something that the beauty provider should know from the inside out, because it is one of the strikingly remarkable advertising channels. Social media is something that every service provider can use without major costs, producing obvious results.
Kristine Kõps
Aesthetic nurse
Deep skin moisturizing as the “basis” for beauty injections
Kristine finished Tartu Health Care College in 2013 in February, after which she studied at the Faculty of Economics of Pärnu College of Tartu University. The desire to associate nursing, empathy, and caring with rational knowledge of economics led her to establishing her own clinic, and, on the one hand, to provide care and to be an artist of aesthetic medicine at her free choice, on the other hand, to manage the whole system through her own vision and experience.
Over the years, Kristine has also trained professionally in London, Paris, Monaco, Riga, Vilnius and elsewhere.
Deep skin moisturizing is the greatest passion of her artistic work, as she can daily see how dry the delicate skin of women is, and is tired of coping with children, work, stress, UV, lifestyle, nutrition and many other factors. Skin dryness is often followed by premature aging skin syndrome, and the customer begins to seek help from the wrong products that often fail to moisturize skin properly but saturate it with the excess of nutrients. As a result, the skin problems that may end up with the acne develop.
In her presentation at the “I am Beautiful 2019” seminar, Kristine will talk about various skin problems that threaten women from the age of 25 and today’s opportunities of aesthetic medicine. Kristine Kõps is an aesthetic nurse at the Medicina Clinic and is a member of the Society of Aesthetic Non-Surgical Medicine.
Merlis Jusupov
Trainer of the “Kodulehe Koolitused” (Website Training) provider
Why isn’t your website selling, but spending more than you think?
It was 2008, when Merlis began to investigate more seriously why some companies’ websites make more sales than others.
He started studying and experimenting with his wife Eve the business website www.kodulehekoolitused.ee and later on with other websites to find out what did and what did not work.
Today the knowledge and skills gained are shared by Merlis with both his clients and participants in the website training. Testing never ends for him.
At the “I am Beautiful 2019” seminar, Merlis will share tips that could make your current website better. If you are just planning or commissioning your website, you should definitely pay attention to certain points.
Some examples of the topics:
- Do I need my website at all as a good product or service sells itself? Besides, I can also sell on Facebook or Instagram.
- Why does my website fail to attract visitors? What shall I do?
- How can I know in 5 seconds what sort of remedies my website needs.
- How do images affect your sales on a website? What images to use?
- What should I write for my product or service content page?
- How do I get my site on Google’s high places?
Get specific advice on what you should do with your website to make you and your future customers more satisfied.
Tatjana Muhina
Dermatologist, cosmetologist. St. Petersburg
Acne
Based on research, acne is one of the most common skin diseases, that affects up to 85% of the population aged 12-44.
Acne is a chronic disease of the skin accompanied by the formation of pimples in sebaceous areas. Acne is caused by blockage of pores, increased production of sebum and inflammation of hyperplastic sebaceous glands. It is characterized by comedones, papules, pustules, cysts, and acne on the skin. Acne occurs as a result of a combination of several factors and is caused by the weakening of the skin’s immune system. Four main factors cause acne: glandular hyperplasia, androgens, keratinization disorder, bacteria and inflammation
Factors for weakening the skin’s immune system are:
hormonal conditions (hormonal disorders), the use of inappropriate products, stress, hot and humid climate, use of certain drugs, active ingredients in cosmetic products.
Modern guidelines for treating acne include:
1. Basic therapy
2. Additional therapy
3. Supportive therapy
Because cosmetic procedures are officially classified as maintenance treatments, then cosmetologists carry out supportive and preventive treatments to restore skin-specific acid-base balance. In acne and post-acne care, it is important not only to treat the disease and its consequences, but also to develop a strategy to support skin care even after the end of the treatment.
At the I am Beautiful 2019 seminar dr. Tatjana Muhina will talk about various forms of acne, their causes, young and adult acne and post-treatment options, and the need for further procedures in the cosmetic cabinet.
Sven Nuum, Teet Torim
Social media gurus
The success of your business is the marketing channels of the new era – Facebook and Instagram
Teet and Sven are the founders of Boost Yourself and have built their business only by Facebook and Instagram marketing.
They are very familiar with the social media channels and are eager to give you some good advice and open your eyes on strategic marketing in social media!At the I am Beautiful 2019 Seminar you will find out:
• Why most Estonian companies do not succeed in social medi• Tactics to grow your beauty business with Facebook and Instagram
• How powerful is Facebook Ads Manager
Marge Tampere
Dermatologist
The Potential of Botulinum Toxin in Aesthetic Medicine
Graduated from the Faculty of Medicine of the University of Tartu in 1993. Her great interest in skin diseases led her to a residency in UT dermatology, completed in 2000. Since then, dr. Marge Tampere has worked with great dedication in Viljandi Hospital and in her small private office. “I respect my patients and try to provide the best and the most modern treatment.
Dr. Tampere is engaged in continuous self-improvement both in Estonia and abroad, she participates in EADV’s (European Academy of Dermatology and Venereology) annual congresses to upgrade her knowledge and skills. Her wish to develop and provide various services has led to aesthetic medicine as a logical continuation of daily medical work. His motto in the beauty world: Less is more.
Knowing well the anatomy and different techniques, we can emphasize the customer’s best sides with small amounts and achieve natural results and satisfaction.
Dr. Marge Tampere’s special attention is to botulinum toxin, a powerful weapon in the beauty world, which controlled and conscious use can do wonders.
At the beauty seminar I am Beautiful, dr. Tampere will talk about different ways to use botulinum toxin, different prejudices and patient fears, and the possibilities of combining botulinum toxin with filler injections.
Kristo Olli
Sales expert, trainer
The moment when the book’s cover is more important than its content
Kristo Olli has been in sales business for several years now and his main focus has been on beauty salons and beauty makers, helping and training them on how to make a work life and beauty procedures faster, more efficient, and more comfortable, but most importantly – how to stand out from the competitors. As a result of trainings conducted by Kristo, beauty makers have pointed out in the feedback the biggest changes:
• increase in customer satisfaction and loyalty;
• increase in the number of customers;
• the overall impression and presence of the beauty maker and the salon interior are considerably more professional;
• work and family balance;
• more time;
• less stress.
Before coming to the beauty seminar, Kristo usually asks all participants to play one game, a scenario.
Here’s how:
Imagine you are in a bookstore. Not in a tiny x-based bookstore, but where you usually buy your books. Obviously, you already imagine, where exactly you are. You know what bookstore I’m talking about. Imagine, how you look at the shelves, searching for a place with your favorite theme. You are walking around. You come to the right shelf. You look at the books just in front of your face. You notice a couple of works by your favorite authors that have just arrived at this store today. Automatically strikes the bulb in the head and this “ohh!” moment. You raise your hand to take the books from the shelf, when suddenly someone has stopped you to introduce himself. These are the game rules. The rules of the game are that you have to look and decide which book you are buying. You take only one and leave the others. You know, both authors write amazingly, and you can’t go down with either book – jackpot and engaging reading in both cases. However, the rules of the game are: choose one book. Look and decide only with your eyes.
Which book of these two will speak to you first without having to pick it up and browse even for seconds? I want to remind you that both books have been released today. Are you attracted to a book that has a modest look, quite dull in nature and plump, certainly not outstanding? The title might be very interesting, but the general aura and the look that surrounds this book won’t make you grab it, even if you know that it is your favorite author and it is very, very good. Or maybe you are attracted to the next book – though the content is equally good as in the first book, but this second book is with a fashionable and shiny cover design, you know it from a distance – you know, the “smell of the new book” – the title is also just so intriguing that it makes the hand grab the book automatically. Both books are written by your favorite authors, and you definitely want to read both of them or, at least, have a quick look. But the rules of the game are the rules of the game. By the content they are both equally good, but one is modest and “blending in the gray mass” and another one is modern, fresh and attractive.
Which book would you choose based on the first impression and the rules of the game?
How to “wrap” your services to stand out from your competitors and belong to the class of these “modern, fresh and attractive” books, how to increase the customer base and their loyalty and be one step closer to the professionalism, Kristo will tell you on the I Am Beautiful 2019 beauty workshop!
Kati Israel
Trainer, International Speaker
Simple Rules to a Beautician for Marketing in Social Media
Knowledge, passion, and customer-level understanding are the qualities necessary to create a successful and profitable business.
Kati Israel is a global trainer, an international speaker who has shared the stage with names such as Hugh Hilton, Vanilla Ice, George Ross, J.T.Foxx and many others.
Kati brings ambition, enthusiasm and determination to her training. Her fun and energetic workstyle has gained tremendous appraisal for its transformative power.
Kati’s business philosophy is simple: make your business profitable. She has created or helped to create companies and firms that have generated amazing turnover over the last decade.
The world of cosmetics is developing at a tremendous speed and there are more and more knowledgeable customers amongst consumers of beauty services who are constantly looking for new services or new information regarding beauty. The presence of a beautician in social media depends on simple skills to distinguish themselves from tiring mass mailers. A skillfully built Facebook account is still a great opportunity today to expand your customer base and make your beauty business more profitable than it has been so far.
Kati will show you how to design your own brand, illustrating the directions of growth for independently operating businesses. Kati has also written an Amazon success “How to overcome fear”, sharing her invaluable talents. This incredibly in-depth handbook on public speaking unites Kati’s teachings and personal stories in one easy-to-read book.