Susan sits down with Eve Oxbury, head of editorial for Professional Beauty and Aesthetic Medicine, to explore her extensive background and multifaceted role in the beauty industry. With over 20 years of experience, Eve shares insights into her journey from journalism to beauty, the evolution of the industry, and the significant changes she has witnessed, particularly in aesthetics and the rise of solo operators. The conversation delves into the challenges and opportunities of content creation in a digital-first world, the importance of human connection in an increasingly automated landscape, and the value of networking at industry events. KEY TAKEAWAYS Diverse Role of an Editor: The role of an editor has evolved significantly, encompassing not just writing and editing but also overseeing digital content, social media, and event programming. Industry Changes: There has been a notable shift in the beauty industry towards aesthetic treatments, with more beauty therapists offering advanced services. Content Strategy: The approach to content creation involves balancing trending topics with foundational business advice. Metrics from online engagement help guide content decisions, but there is also a focus on maintaining quality and authority in the information provided. Importance of Networking and Education: Events have shifted to emphasize education and networking, with a growing recognition that these aspects are just as crucial as product sales. BEST MOMENTS "I think probably the rise of the aesthetic side of the industry... partly due to profit potential, really. There is a really strong profit potential with a lot of that." - Eve "I always think, though, that we have it a little bit harder than sort of like the hair side, because our equipment is quite expensive, isn't it?" - Susan "I think the way we promote the event has changed a lot... we really are pushing the education side, the networking side, the people side of it." - Eve HOST BIO Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2. She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars. Susan's expertise continues to shape and elevate the beauty industry worldwide. USEFUL LINKS https://susanroutledge.com https://www.instagram.com/susan_routledge/ https://www.tiktok.com/@beautybusinessmatters Email [email protected] Instagram professionalbeauty.uk https://marketing.susanroutledge.com/beauty-and-the-best-chapters SPONSOR https://www.phorest.com/ https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

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