MITCHELL: BEAUTY SCHOOL TRICKED STUDENTS WITH CLAIMS OF A-LIST STYLIST
Six would-be make-up artists believed they would be trained by a Scarlet Johannson stylist when they paid a beauty school hundreds of pounds, a court heard. On its website the London Hair & Beauty Academy based in the heart of London’s West End claimed students would be taught by an A-list tutor called Claire. The stylist was credited with having created the ‘modern day Marilyn Monroe look’ for Ms Johannson when the actress appeared at the 2004 Baftas, but the real genius was called Jo Bull. Other false claims included one that the school was accredited by the Guild of Professional Beauty Therapists and that the fees included ‘free kit’. Camden Trading Standard investigated the school after receiving a string of complaints from angry students. Lauren Barnes said she she had taken an eye lash extension course with the academy in September 2009 but had not received the promised equipment. Ms Barnes had also handed over £399, more than other equivalent courses were charging, believing a logo for the Guild displayed on the website meant organisation was accredited. The company’s two directors at the time, Claire Mitchell and Ridma Perera, were quizzed and charged with a string of consumer regulations offences. Mitchell admitted three charges in May this year and was fined £1,000 plus £800 costs. Perera, 32, enter four guilty pleas on behalf of the school and it was fined £3,000 at Blackfriars Crown Court. Mitchell, who was responsible for the day-to-day running of the business, was behind the false claims, while major investor Perera, a business graduate from Greenwich University, had been a silent partner. In a document lodged with the court Mr Perera stated the company was incorporated in December 2008. ‘He said that Claire Mitchell had told him that another member of staff called Claire had worked with Scarlet Johansson.’ Mitchell resigned and according to Perera’s barrister Dylan Moses, the company continues to trade and has reimbursed students nearly £12,000. Mr Moses added: ‘Around £11,812 worth of course fees have been identified by Mr Perera. ‘He wrote to those six separate people and agreed that they had not got a full standard of course and refunded them. ‘When he found out, he confronted Ms Mitchell and she stepped down in May 2010. ‘Since then, he has cleaned up the company and he has taken on a day-to-day role in the running of the company. ‘All the false information was taken off the website.’ The barrister said the company takes £10,000 a month and makes £3,400 profit out of which Perera is paying off the debts accrued by Mitchell. ‘He discovered she had not been maintaining the business rates and he has been paying back £1,200 a month,’ said Mr Moses. ‘Finally there is a debt of £9,000 to an advertising agency.’ Judge David Martineau said the company should pay a higher fine than Mitchell to deter other firms. He imposed a £3,000 fine, plus £1,340 costs. The judge said: ‘It seems to me that this was really quite a serious course of dishonest conduct starting in September 2009 and going on to the middle of May 2010.’ The company admitted two counts of engaging in a commercial practice which was a misleading action in relation to www.thelondonmakeupschool.com and the www.londonbeautyschool.com and two charges of engaging in unfair commercial practice in relation to the second website. The company denied two further breaches and Perera, of Stern Close, Barking, Essex, denied six further charges. The prosecution offered no evidence in relation to the denied charges. ends
