Colleges offering beauty therapy courses run training salons offering cut-price treatments to the public, and Birmingham’s director of studies, Gary Wood, is confident that his students’ clients get pampered to industry standards. The salon offers everything from Indian head massage (£10 for two one-hour sessions) and men’s chest-waxing (£8) to sessions in a dry flotation tank (£18 for 30 minutes) Coves highlight areas of good practice, says Willis. The 2004 changes will be radical, reflecting shifts in the industry such as the explosion of nail bars. NVQ Level 1, which covers a beauty assistant’s role – manning reception, assisting a senior therapist with treatments such as facials, and so on – disappeared from the standards four years ago because it was felt that more highly qualified therapists were able to include these duties in their work.

Level 1 is making a comeback, however, because bigger beauty salons require more delineation between roles. And a new level is being brought in – occupational standards in advanced practices – to cover hi-tech developments in the industry. This will allow awarding bodies to develop nationally recognised qualifications in techniques such as hair removal by laser or intense pulsed light, and non-surgical skin therapies such as photorejuvenation, says Tiffany Tarrant of Habia.These changes mean that poorly rated providers will have to get to grips with the new standards when they are already struggling with their results But Willis says that the ALI is optimistic. “Last year’s chief executive’s report showed a slightly better picture,” she says. The key skills battle is being tackled by integrating tuition into the body of the course.

For example, numeracy can be taught along with skills such as mixing up ratios of products like face masks or essential oils, says Jane Farr, the director of qualifications and standards at Habia.The setting-up of centres of vocational excellence (Coves) is another important initiative in helping to drive up standards in vocational training, says Willis. “It’s becoming more adaptable,” says Anna Bowles, the head of training at one of the best institutions, the London College of Beauty Therapy. “You can work in local salons, department stores, spas, cruise ships, run your own business. And there are now so many specialities – holistic, such as Indian head massage or reflexology, nail technician…” There is even the possibility of becoming an in-flight beauty therapist with Virgin Atlantic.It is possible to work in the industry without qualifications, but this is about to become more difficult. Westminster Council in London has been spearheading a crackdown on unlicensed salons.Later this year, beauty therapy courses will be brought bang-up-to-date when Habia launches its latest training standards (this happens every few years). All service industries are hard work and people might not appreciate this, says Morris.Poorly performing training providers are going to have to get their act together to keep up with the booming beauty industry. Working with lipstick and mascara might sound glamorous, but there are also floors to sweep and bikini lines to wax.