WHAT WE LEARNT AT THE EXCLUSIVE ELLEEBANA ELLEEVATION MASTERCLASS WITH OTTO MITTER

We had an incredible time at the Exclusive Elleebana Elleevation Masterclass with Otto Mitter, Founder & Managing Director of Elleebana at The Royal Horseguards Hotel in London on 22nd October 2024. It was an amazing day and it was fantastic to see so many of our wonderful artists, industry influencers and even a celebrity! 

It was incredible to see Otto Mitter undertake his world-class and critically acclaimed Lash Lift Mastery session in London. Here Otto discussed the importance of thoroughly analysing the client’s lashes before undertaking a lash lift to ensure consistent results, from looking at the lipid content and texture of the lashes, to the direction of growth and testing the lash resistance.

Otto also provided expert tips on how to approach clients with various eye shapes from Hooded Eyes, Protruding Eyes, Monolid Shape Eyes, Large Shape Eyelids, Round Shape Eyes, Slim & Almond Shaped Eyes to Small Shaped Eyes. Here Otto discussed which shields and rods would be most effective for each eye shape.

We also learnt about the Lash Processing Mapping, Flex Check Technique, Set Check Technique, Lotion Placement Techniques and Viscosity Controller Techniques and the importance of Aftercare for optimum results.
 

Elleebana Master Educator, Anieka Mudford undertook a live Advanced Lash and Brow Lamination Demonstration, where she shared her expert tips on how to perfect your Lash and Brow Lamination Techniques. Here we saw Anieka undertake the ‘Freestyle Technique’ without using a shield, one of the key advantages of this technique is that you don’t have to wrap the lashes for Step 1, which can save you time. Anieka also recommended using a Multi-Timing App for Lash & Brow Lamination processing, where you can set different parts of the process on the timer, such as the right eye, left eye, tinting and brows, which we thought was genius! We also learnt that brown lash tints are becoming popular with more clients requesting this shade!

 

Cherie Clonan, one of the world’s leading social media strategists shared her expert insights and cutting-edge social media strategies on how to elevate your online presence. Cherie discussed the Advanced Social Media Strategies making waves in 2024/25.
 

Here we learnt about the Full Content Funnel, which includes:

• TOFU – Top of Funnel – Building awareness with a new (cold) audience
• MOFU – Middle of Funnel – Build trust with your audience when they are in the consideration phase
• BOFU – Bottom of Funnel - Convert consideration into action (e.g. client bookings) and audience into loyal followers.

Cherie provided some excellent content ideas to engage an audience at all three stages of the content funnel, including adding in a humorous angle to social media content. We also learnt that Sunday evening is an excellent time to post engaging content on our social media channels.

Cherie’s top tip was that the real magic is in the right platform selection and that it is really important that you select the right platform for your business. TikTok supercharges other platforms, Instagram is a conversations platform, Facebook is great for obvious conversations and LinkedIn is great for non-obvious conversations.
 

Elleebana Master Educator, Amie Buckley shared her expert insights on elevating client experiences through a cutting-edge 360-degree approach to enhance salon success. Amie discussed strategies to enhance every aspect of the customer journey. Here we learnt about the importance of client experiences, after all your clients are the ‘bread and butter’ of your business. Amie shared her Client Experience Framework from First Impression, Identify Vale, Provide Value to Maintain Value, as well as touch points where clients come into contact with your business. 
 

We also learnt the importance of talking your clients through their treatments, so they understand what is happening, how it works and what results you will achieve. It is also really important to follow up with clients 24-48 hours after a treatment to maintain that client base. Amie also discussed the benefits of Salon Retailing and how it can add an extra source of revenue to your business.
 

We had a brilliant guest speaker panel that included Kintija Belska (Co-Founder of Elleebana Europe), Shannon Boyle (Founder of Shannon Boyle Artistry Educator) and Elena Liaonava (Founder of Elena Treatment Hair & Beauty) on how to survive and thrive in the current economic climate. 
 

Here we learnt about the importance of investing in yourself and your business. If you are having a quiet day or week, don’t go home early. It is important that you stay and analyse your business so that you can work on the areas that require improvement from marketing, education, staff training, new technology, salon interior to managing your financial accounts, so when you ‘crunch the numbers’, you are on track of all your incoming and outgoing costs.

Our favourite quote was from Kintija Belska, Co-Founder of Elleebana Europe who said: “The best antidote to adversity is action.”
 

When it comes to consumer trends, we learnt that consumers now want to know more about you as a Salon and Lash Artist, as well as the treatment. They also want to see ‘behind the scenes’ pictures of your salon, as well as striking before and after images of your work. In addition, we learnt that creating engaging social media videos with an element of humour created awareness and was more likely to drive salon footfall. 
 

CEO, TED X speaker and Special Guest, Gemma Oaten gave a really inspiring talk on well-being and why we MATTER:

• M – Mindset
• A - Attitude
• T – Thoughts
• T – Tenacity
• E – Empathy
• R – Resilience

Gemma is renowned for her TEDx talk on the reality of eating disorders, she is a survivor and advocate, transforming adversity into strength and inspiring countless. Gemma shared her Wellbeing Triangle, which focuses on Spirit, Mindset and Physical. Gemma’s presentation was incredibly moving and empowered us to build a positive mindset and to remember that we all matter. It also inspired us to reach out to others to let them know that they matter too. 
 

At the event, Otto Mitter revealed the latest launches from Elleebana which included the NEW Elleebana Flex Hybrid Shields, which is going to be a complete game changer! Watch this space!
 

We had a wonderful luncheon and VIP after cocktail party networking at the luxurious The Royal Horseguards Hotel in London. All attendees received an amazing Elleebana goody bag that included $100 worth of products.

At the event, we spotted many of our influencer Elleebana Artists including Emmy Clayton @emmycreatesldn, Shannon Boyle @shannonboylelashartistryeducator, Jamie Reed @huyanabeauty, Nancy Miles @justdofab, Elena Liaonava @elenatreatment, Elleebana Educator of the year Kelly Fitzmaurice @kellyfitz and Tatiana @tatibeautyhub as well as Samira Kaur @lashgirl.london and Brittany Kingston @proseccolashbar! Check them out for lash lifting inspiration!