Judy West is one busy lady! Not only is she the Principal of Elite International School of Beauty and Spa Therapies, she’s also President of the NZ Beauty Therapy Association.

Gloss had the opportunity to sit down with Judy recently for a chat about trends in the beauty industry.

What do you think have been the biggest changes in the beauty industry in the last few years?
Appearance medicine such as Botox and fillers has definitely become more prominent in the last five to 10 years.

There has also been an increase in demand for male grooming treatments – going to a spa on a regular basis is becoming more common with men and is no longer just a thing women do.

Our training modules have been adapted to this, and our students regularly have male clients as part of their course work.

Why do you think there has been an increase in demand for these treatments?
Everyone has a desire to look more youthful. Clients are no longer looking for just a pleasant hour long facial, they want to see results.

Beauty therapy does have its limitations; however cosmeceutical products are continuing to develop, containing active ingredients that have great effects on the skin.

By the time people reach their mid-30s, they have had a fair amount of sun exposure, especially in New Zealand where the sun is very harsh. Skin damage over the years from drinking and smoking also becomes more noticeable.

It’s important people take a holistic approach to beauty and look after themselves from the inside out. We are becoming more educated on things like Essential Fatty Acids, antioxidants and vitamin therapies to help improve our skin.

What are your thoughts on treatments such as Botox becoming increasingly popular?
Some people will go to greater lengths to obtain eternal youth, including popular treatments such as Botox, fillers and chemical peels which are carried out by specialists.

Beauty therapy has its limitations and there are only so many skin treatments and peels we can do. It is important beauty therapists have in-depth knowledge of the skin.

What beauty trends do you think we’ll see in the next few years?
There will continue to be developments in cosmeceutical products containing active ingredients. Beauty houses spend millions of dollars a year on research and product development, looking for the next big thing. There’s also a lot of interesting developments in stem cell research.

Elite has invested in state-of-the-art facilities, and strives for exceptionally high training standards in the latest advanced techniques. The industry will continue to become more technical, and training has to change to meet the industry’s requirements. This is an exciting time to be a beauty therapist.

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