Incorporating a teenage menu in the spa is a great way to add clientele. While the parents, grandparents, and other family members are receiving their services, their accompanied teenager will be able to receive a service as well. This opportunity is a wonderful way to expose the teenager during their pubescent state to the importance of proper care for their body and skin. Along with educating the teenage client through the actions of their treatments, the establishment is adding revenue to the books.
How do skin care professional stand out from their competitors when everybody seems to be delivering high-end products and cutting-edge treatments? The answer lies in staying focused on the client; ultimately, the client decides who survives and who does not. From the quality of the drapes to the warmth of the front desk coordinator, customer service is at the forefront of working in the skin care industry. Everything professionals strive to accomplish starts with making people feel better about themselves.
When skin care professionals perform a skin analysis, they often use a magnifying lamp to survey the skin for moisture loss, dehydration, fine lines, elasticity, macules, papules, hyperpigmentation, telangiectasia, couperose, puffiness, dark circles, and anything that should be avoided during the treatment. This information provides extrinsic data, which is the basis to begin an intrinsic analysis.
The use of equipment in aesthetics dates back to the 1930s, when Europeans began using electricity as a standard part of skin care treatments. Today, there are endless pieces of equipment that can be used, making it difficult for new or even seasoned skin care professionals to choose the necessary equipment and additions that will address their clients' needs.
It is easier to generate repeat business from existing clientele than it is to create new business from strangers. Thanking clients on a regular basis for being loyal can ensure that they regularly come back, inspire them to really learn about the services and potentially try a new service, and encourage product purchases at the spa instead of a big box or online retailer.
From the moment a prospective client comes across a spa’s website or calls an establishment, a first impression is made. While something initially attracted them to the spa, how long their attention is kept is at stake. Ultimately, the call to action for a prospective client is to have them book an appointment.
Although customer service is a common term, what does it mean to those for whom it is intended? Despite the numerous definitions of what customer service is, it is not a claim inside a salon or spa brochure, a business philosophy, meeting the customer’s minimum expectations, simply serving a customer, or putting the business’ and employees’ interests first.
The increasing integration of spa, wellness, and the medical profession creates a symbiotic connection directed towards a more holistic approach to healing and health. As spa trends change professionals are witnessing are new paradigm shifts that are altering the landscape of why clients choose to integrate spa therapies into their health and lifestyle routines, these treatments are becoming a movement towards maintaining optimum health through a prevention component.
Planning a wedding can be a very stressful experience. From picking the venue to writing vows, brides-to-be often have numerous tasks to attend to and often plan for months to a year before the ceremony. While most bridal clients see the spa as a welcome retreat from the stress associated with planning a wedding, some clients bring their anxiety to the spa. These clients are often demanding, impatient, and controlling, unhappy with the results of anything that is out of their hands.
As the aesthetic industry looks for new ways to keep the interest of their clients, many skin care professionals are looking to spruce up their treatments and party offerings. Professionals can stay ahead of the competition and offer a refreshing take on the typical bachelorette spa party with an in-home spa party.
Suggestive Selling: How to successfully sell products and services that best serve the client’s needsWritten by Lyn Ross, L.M.E.
Clients do not go to a spa without a reason. While there are walk-in clients that come by just to browse around, refresh their products, book appointments, and look for a new lip color, the majority of clients look up a spa's number, call to schedule an appointment, and drive to the spa to have a service or purchase a product.
Just as there is no such thing as a perfect relationship, there is no such thing as a perfect company. As leaders, it is important to acknowledge missteps and opportunities for improvement by being open to input. By embracing constructive input and not being defensive, clients and team members will draw closer to the professional’s skin care brand.
Aspa can have an unbeatable line of products and services, employ the most skillful and dedicated skin care professionals, and generate the sort of profits that can make the most successful businesses envious.
If you have never heard of UX, read closely. As a skin care professional, you are probably in the UX business right now without knowing it. But embracing the concept of UX, which stands for user experience, may open your eyes to a whole new way of viewing your business.
Many of the changes a woman’s body undergoes during pregnancy are obvious, the most obvious being an expanding abdomen. Some women will also experience morning sickness, food cravings and aversions, and fatigue.
Instilling in clients a standard of care in a daily routine ensures that healthy skin habits are embraced at a young age to avoid unnecessary sun damage, minimize the risk of premature aging and, in some cases, control a skin condition before it gets out of control. Addressing the skin conditions most commonly seen during the teenage years, including acne, oily skin, and atopic dermatitis, while also introducing a simple and easy-to-follow daily care regimen, can encourage teenagers to care for their skin at an early age.
Young skin. It is the paradigm for which we are all striving: skin with lightning-fast metabolic turnover, robust support from abundant collagen, elastin reserves in tissues, and consistent melanin production. Smooth, plump, evenly-pigmented, fresh. Clients dream about it. Skin therapists strive to replicate it.
Winter can be a time for skin renewal, especially if you have clients who tend to spend a lot of their summer in the sun. While skin exfoliation is a naturally-occurring process, most skin types can stand some help. Our skin naturally sheds every 28 days, but with age, this process slows, causing dull and tired-looking skin. The regular use of exfoliants dissolves dead, flaky skin cells, stimulates collagen production, and builds elasticity.
Integrating add-on treatments in your services is a popular and undeniable need for skin care professionals. For the purpose of this article, we will concentrate on facial treatment add-ons. This analysis could easily be applied to body treatments and other services.
I am often asked: is it better to include all steps of a service into a facial, use an upscale product line, and charge a high price skin professional – or is it better to offer an entry level or low price facial and up-sell it by having the skin care professional recommend add-on services and higher-priced products during the facial?
As an aesthetician and skin care business owner, here is what I know for sure: to create and sustain a successful skin care business, we need to stay up with the ever growing and changing aesthetic equipment technology. Today’s clients are savvy and results-oriented. There is so much information readily available to them through the Internet. They investigate technologies and want to know that we are up on them as well. No longer are they satisfied with a good, old-fashioned steam facial. They want the latest and greatest, and we need to be ready and able to deliver.
Your goal: to capture your client, to inspire them to embrace your words and treatment protocols by truly laying out a plan of action that is different, unique and exciting! You want to wow your clients and reel them in with your knowledge, skill, and gusto. By creating the ultimate client consultation experience, you will gain a new perspective in your treatment plans, but also share a part of yourself that will stay with your clients for years to come. Our goal as aestheticians is to assist our clients in reaching their optimum skin health and wellness potential. This is your time to take complete control of your career, your image, your branding, and your client results!
When establishing relationships with your clients, it is important that they feel comfortable prior to receiving a treatment. In order to make a lasting impression, there are many things to take into account that will benefit, or hinder, the client’s overall experience. The client’s comfort level may be the determining factor in whether or not they return to your spa to receive another treatment. From spa cleanliness to listening and achieving the client’s wants and needs, here are 10 things that will help ensure your clients’ comfort level:
Walk into work, place away your belongings, look at your books to see the upcoming appointments and clients for the day and then start prepping your room – another day on the job. This is a routine performed every time you go to work and the only thing that changes is the amount of treatments that will be given. We tend to be habitual in our desire of wanting stability and creating easier situations that can assist us in sustaining our lives. As aestheticians, it is important to maintain the support of our clients in order to do that. Our clients are our golden ticket. They secure our job and provide us with a living, so they are important. Some days there will be more clients and some days there will be fewer clients, but what if there was more consistency with the number of clients and the number of treatments on a daily basis? In this article, I will discuss the importance of making your routine a habit, from booking clients to increasing revenue.
You hear about the importance of diversification all the time – businesses must diversify their product offerings; investors must diversify their holdings; job applicants must diversify their skill set, and so on. Chances are... you have already diversified your spa menu offerings; however, are you prepared to work with an ethnically diverse clientele?
Our feet are the literal foundation to our bodies. They are the reason we can stand upright and achieve various tasks such as walking, running, skipping, dancing and jumping. Throughout time, they have inspired positive feelings of fascination, adoration, obsession and intrigue, as well as negative sensibilities of repugnance and disgust. Oftentimes, they spend their time hidden away.
It is estimated that every 25 seconds, someone in the United States is burned or scalded. Since the body holds heat, a burn can progress deeper into the dermis for up to three days if it is not cooled immediately. Aestheticians should be sensitive to the fact that burns, which are not cooled, can be painful. Furthermore, a burn may affect the overall experience of a treatment, thereby creating a negative feeling about the procedure. As an aesthetician, it is important to understand some key principles that can impact aesthetic skin therapy treatments. Here are 10 things every professional should know about burns:
Your client's hair is basically an appendage of their body. Everything they put on their hair and scalp, as well as into their body, will affect the condition of their hair. Lifestyle, diet, rest, vitamin deficiencies, and the proper use of professional hair care products and appliances will affect the condition of their hair. Stress and diet play an im-portant role in maintaining healthy hair as improper care of their health and wellness can lead to thinning hair and/or hair loss. Hormonal changes, medications and crazy diets can also affect the condition of the hair. As salon and spa professionals, we must continue to educate our clients on how to achieve great looking hair through health and wellness.
It has been said that outer beauty is a reflection of our inner health. Our fingernails are an outward display of our inner world, often showing health conditions, dietary issues or stress. While it may not substitute for blood work or imaging, analytically viewing the fingernails can be an additional indicator in a medical diagnosis or a sign of a deficient diet. There are hundreds of medical disorders and diseases that may cause nail changes. As beauty professionals, we must remember that some things can be outside of our scope of practice. We are not qualified to diagnose or treat any serious health or medical conditions. If you or your client notices significant nail health changes, be sure to advise them to talk to their primary doctor or dermatologist to investigate the underlying cause and best treatment options.
In a society that seeks an instant fountain of youth in a pot, ingredient or treatment, an essential role for the aesthetician is to be able to understand and choose professional products and treatments that are safe and appropriate for each client. How does the aesthetician decipher the hundreds of product ingredients in a chosen skin care line? It stands to reason that many of us become perplexed as to what product/ingredients will best serve our client. Are the ingredients compatible with your client’s skin? Will they truly produce a result? A greater picture here is the ability to link a skin condition to suitable ingredients that elicit optimum correction without causing an immune response that further compromises the client’s skin.
Oftentimes, a person’s smile is the first thing that draws attention. Whether a smile is effortless or genuine, it can attract more than admiring looks. It can also portray personality or determine whether someone is shy or outgoing. However, a smile can also depict more than a person’s inner and outer beauty. According to the American Dental Association, a person’s smile – or more directly, their teeth – are the window into their body and can actually say a lot about their overall health. As skin care professionals, it is important to have an overall understanding of your client’s well-being before performing treatments. By evaluating the teeth and gums of a client, you can be clued in to problems they might be facing which can affect the rest of their body, including their skin.
Breakouts and increased impurities only appear if a facial is not done properly. During a facial, if the skin care professional squeezes too strong it can cause wound fluid and pus to be transferred onto the surrounding tissue.
This may lead to a smear infection, which can result in a blemished complexion.
When I was a child, I had an old fashioned doctor who would always ask me to stick my tongue out and say AH. I never wondered why and, like many things in childhood, just accepted it as normal. As an adult, I discovered that both the Chinese and the Ayurvedic medical systems have a method for reading the tongue.
As Dr. Vasant Lad says in his book Ayurveda Science of Life, “Examination of this important organ (the tongue) reveals the totality of what is happening in the body.” Dr. Maoshing Ni states in his book Secrets of Self Healing, “The tongue is the most important diagnostic area.” Dr. Lad uses a diagram (see diagram below) to show which parts of the tongue reflect the health of each of our other organs.
According to both Chinese and Ayurvedic medicine, lips have a great deal to tell us about our clients. Their shape, size, color and condition broadcast not only the state of our health but also personality traits. The most wonderful aspect of this diagnostic ability is that it can be used to prevent serious illness.
It has been said that your mouth is a neon sign of your digestive health. The top of your upper lip reveals how your stomach is functioning and the bottom of the upper lip shows the condition of your small intestine. The lower lip corresponds to the colon. The corners of the mouth show the condition of the duodenum, which is the valve connecting the stomach to the small intestine. It follows that the conditions that are visible in the lips are also present in the internal digestive organs.
The International Iridology Practitioners Association (IIPA) states that iridology is “the study of the iris, or colored part, of the eye. This structure has detailed fibers and pigmentation that reflects information about our physical and psychological makeup. It identifies inherited dispositions (how our body reacts to our environment and what symptoms are most likely to occur), risks (what areas or organ systems are more likely to have symptoms) and future challenges (where we are likely to have more problems as we age). Iridology helps identify inherited emotional patterns which can create or maintain physical symptoms, as well as identify lessons or challenges and gifts or talents available to us.”
The first responsibility as an aesthetician is determining your client’s skin type and possible skin conditions. These two factors will determine what treatment series is best suited for their individual needs and what home care products you, the skin care professional, should recommend. Aestheticians are meant to use their knowledge and make an educated guess about what is going on beneath the surface of the skin and how the lower/non-visible layers of the skin are functioning. Unfortunately, many clients use the absolute wrong products for their skin type and conditions that result in more problematic conditions.
If a picture is worth a thousand words, skin is worth a million. As the largest organ of the body, skin is also the most exposed to not only the elements, but also our observation and critique. From the moment we meet our clients we can begin evaluating their skin. From hydration to repetitive stress and facial expression, the integumentary system is an open book with profound implications for client’s bodies, lives and environment, making it a priceless evaluation tool.
In both Eastern and Western theory, lifestyle choices are imperative to the health of skin, making exercise and diet essential.
A thorough skin analysis and consultation sets the tone for the client relationship and is the key to your success. In order to provide your client with the most appropriate treatment, there are five essential forms that I feel are necessary to create client files. Using these forms will help build your relationship with the patients, establish clear communication, and gather necessary information to develop effective in-clinic and daily skin care regimens that ensure optimal client results.
Walt Whitman wrote, "I sing the body electric," and he was literally right. The body constantly fires out an electromagnetic charge that may be measured by a variety of scientific devices. And in addition, the body speaks in other ways, sending thousands of messages simultaneously, both subtle and overt.
Skin is the ultimate time-keeper. Our skin keeps ruthless score, revealing our genetic content, our overall health, recording every emotion, every hour of sun exposure, every scratch – from the top layer of epidermis down. But the relationship between time and skin is far more than skin deep. Skin and time are intimately bound together, especially in the context of professional skin care. When shaping your skin care strategy, the concept of time and what it means to your clientele has never been more important.
As skin therapists, face mapping is our bread and butter. While most clients turn to us to help them offset the evidence of aging, skin in fact records and reveals much more than the mere passage of time. Our skin reflects every facet of the client’s health, habits and lifestyle.
In order to accurately perceive and interpret the myriad of messages delivered via this most dynamic asset, it is helpful to visualize the face as a series of zones as well as a collective whole. Imagine the face divided into zones via invisible dotted lines. This will allow you to map and examine every millimeter of the landscape, while also serving as an invaluable resource to you and your client. In fact, for optimum accuracy, create a literal numbered “map” of the client’s face and note the condition or anomalies found in each zone on your dated record.
One of the most important steps in your practice is to take the time to perform a thorough skin analysis with a client (whether old or new). A brief look at their face does not provide enough information to sanction a more insightful, comprehensive profile to establish a more accurate pathway for long-term skin correction. Old paradigms no longer work. Statements such as normal-dry, combination, and sensitive are understatements when establishing the leading causes of these conditions and their effects on cells and systems. Furthermore, treatment and product choice is based on this analysis service. Your goal is to bring your client's skin health into a more balanced state.
Stress less. Eat healthier. Lose weight. The resolutions will be plentiful as the clock strikes midnight on January 1st. The Journal of Clinical Psychology reports 45 percent of adults make one or more resolutions each year. How long do people stick with them?
- Past the first week: 75%
- After one month: 64%
- After six months: 46%
The appearance industry speaks to all age groups. Trendy fashions, makeup, and beautifully packaged skin potions splash their message across page after page of magazines and tabloids. Sound bites of beautiful airbrushed youthful images with convincing close ups pan across our media screen. Millions of dollars are spent to promote youth in a bottle or the latest breakthrough of anti-aging, or a remedy for acne. A total of over $7 billion are spent each year on cosmetics in North America.1 According to the American Society for Aesthetic Plastic Surgery, almost 9.5 million dollars was spent in 2010 for surgical and non-surgical procedures including fillers.
All your life, your skin has been making a first impression for you. It can reveal whether you are hot or cold, tired or rested, sick or healthy. Your skin provides protection from potentially lethal bacteria and viruses, and shields you from the sun's ultraviolet rays. To some extent, your genes determine how well your skin stands the test of time. As the population ages, more and more people approaching middle-age will be diagnosed with skin disorders, some that will be life-threatening.
Create an at Home Skin Program for Your Clients to Build a Robust Business
Enormous changes have rocked the worlds of the skin care center, salon and spa since 2008. While we take hope in the news that the economy may be sparking back into life, it is fair to say that professional service bookings are still not what they were. As skin care professionals, we need to view this not as defeat, but as a call to action to step up our game!
Old is a relative term with a definition open to interpretation. People view the meaning of “old” differently, and it is usually used as a generalization. To children, the term typically falls under a different spectrum in their mindset. To a child, old typically defines anything that is older than them, meaning essentially everything. However, once childhood recedes to youth, and youth recedes to young adulthood, the concept of “old” begins to take on a new definition. Eventually the idea of “old” becomes inevitability… becoming old is the process of time, and because time is a natural progression of what currently is, there will always be older generations.
Carefully crafted client relationships build businesses. Studies show that younger consumers increasingly cite excellent customer service and personal identification with a business as primary reasons for selecting one business over another. Clients want to know that a business cares about them, not just as consumers of products and services, but as people.
Forgetting that yours is a personal business focused on individual needs is one way we get off track. Instead, you must understand your patients, let them know that you hear them, and show that you value them on a personal level.
Communication is essential in all aspects of life, whether interaction is achieved through words, writing, or actions. Without effective communication there can be no mutual understanding between individuals, exchange of information, nor expression of true feelings thoughts or ideas. It is so often taken for granted that when we speak to others what we say is actually perceived in the manner in which we meant for it to be interpreted. Too often we speak without forethought or consideration and our message is misconstrued by the recipient resulting in confusion or insult. Communication goes beyond the spoken word.
Your spa can have an unbeatable line of products and services, employ the most skillful and dedicated aestheticians, and generate the sort of profits that can turn the most successful of businesses green with envy. However, all can be lost in the blink of an eye if you do not pay enough attention to the people that put you there – your customers. Good customer service is vital to the life of any business, and it's not just about keeping customers happy. It's also about tending to the unhappy ones and addressing their complaints.
While in school most aesthetic and massage students learn to lose their inhibition of seeing other people’s bodies. They soon realize that clients come in all shapes, sizes, and ages. There is no doubt that there has to be some nudity with certain services such as a body wrap, massage, and bikini waxing. Even the most modest student understands that it is a necessity to be professional while verbalizing to the client how to undress, remove certain clothing, get into a robe, wrap, or putting on disposable undergarments; and it is a very important step towards the success of the treatment.
As a professional aesthetician, you may think your main focus is on providing the best skin care services for your clients. Yet the fact is the more often you see those clients, the better their skin care program will be. In addition to better results in a shorter time for your clients’ skin care regimen, your business will thrive with a committed and loyal client base. You will ensure a win-win situation for everyone by taking some steps to create some new routines – that are habit forming! As a skin care professional, your job is to educate your clients and create a picture for them of the possibilities that you can provide.
Last Saturday evening, dressed up to the nines and head held high, I went out for dinner with my friends in a trendy part of
If you own a business, you may have noticed that the marketplace is starting to feel more than a little crowded. With an economy that is still less-than-stellar, it is more saturated than ever with businesses vying for the attention of customers and potential customers. In fact, your own mailbox and inbox are probably full of ads, coupons, and marketing messages trying to win your business. And if you are feeling inundated with offers and information; just imagine how your customers must feel. Therefore, if you are not doing something to set yourself above the competition and establish customer loyalty, your business is in big trouble.
There are many luxury treatments that we can discuss, but I would like to address the issue of acne, and with it, your youngest clients. Why? It is vitally important that our children receive the help they need through diet, education, and emotional support in order to overcome difficulties associated with acne, and the confidence issues that it brings. By giving your best efforts and demonstrating your knowledge and a professional approach, you give your clients all the reason to trust you and to trust that their acne condition will improve. These are your future clients - once they believe in you, they will be your followers for life.
Our world is brimming over with superb products. In far shorter supply: Professional representatives of those products who win us over with their personalized niche approach. When you skillfully combine both – great products, offered and supported by great service to enhance your enjoyment of the product – you have the formula for the passionate customer loyalty needed to succeed in today’s overcrowded marketplace. This formula sounds so easy, yet few businesses get it right all the time, or even most of the time. When we ponder the success of our business competitors, we may wonder: Is it the products they carry?
Woodhouse Day Spas are appearing all over the country, but they are not your average spa nor is the company complacent to settle for the status quo. The Woodhouse team strives to improve and seek solutions to better serve its franchisees and ultimately the guests they serve. Since opening its first set of doors in 2001, The Woodhouse and its business model have proven to be a success. While each guest may receive different treatments, the total experience will always be the same. The company has developed a series of steps that spa employees must deliver to each guest, thus ensuring that all guests receive the same signature elements that are both unique and therapeutic.
We have all heard it before: “Lose 40 inches!”, “Better than Botox!” “World’s best serum that will make you look and feel like you are in your twenties again!” Are these false claims? Did you get the results that the product advertised? Did the aesthetician not understand how to use the product correctly? Was the product applied to the wrong skin type? What went wrong? You bought the product in good faith and it didn't live up to the claim. Why not? There are several reasons why we don't get the results from the magic that is promised in the bottle.
When a guest comes into your establishment, what do they see? What do they feel, smell, hear, and maybe even taste? Your focus on the details of client care gives the ability to take a satisfactory experience into an extraordinary and magical one. This magic can reside in a one room spa studio or in a 10 room mega spa. It can exist in the surgi-center medi-spa or the multipurpose treatment room in the back of a conventional salon.
Spas come in all shapes and sizes from the mega resorts to the independent day spas; well so do clients and their needs. Are you prepared to meet the needs of all your clients? Young, mature, pre-teen, petite to large size clients are all looking to spas for waxing to massage but are you prepared. I know you are thinking YES… but while many spas are prepared for the average size clients many are not prepared for ALL. There are many things to consider including ADA requirements, equipment strength, and therapist etiquette.
Only a generation ago, children were to be seen and not heard. Now, young people who might have been dismissed as “kids” back in the 20th century are proving to be the most powerful segment of American society in terms of establishing and driving brand dominance in the consumer marketplace. Rather than viewing consumers under the age of 21 as simply future-tense buyers, the fact is that national purchasing trends across the board in fashion, beauty, food and lifestyle choices are shaped largely by teens and ‘tweens. Fierce brand loyalties to a specific label form younger and younger, as children are barraged with marketing messages from infancy, and often acquire personal income well before high school.
There is truly nothing more important than education to the success of any business, especially in the skin care industry. Manufacturers may tend to forget this-they think that their potential success rests with their products. Actually, the key is in the education of the people who use their products. I have dedicated the past 30 years to the education of skin care professionals. But here's what I've discovered: our clients also need to be trained. In fact, they are badly in need of a sort of Client Boot Camp.
I agree with the great Dr. Samuel Johnson, who said that "A little learning is a dangerous thing."
Every business owner that survives the critical early years in operation will arrive at a point where the physical expansion or remodeling of the original location seems like a reasonable idea. Client growth beyond your ability to serve as currently built, cramped working space for a larger spa team and the desire to add new treatment options, all may foster the desire to redesign your spa's layout and look. Besides, that once-vogue Tuscan theme with its faux finishes and terra cotta accents may now seem ancient indeed to your regular and newer customers.
Some patient diseases such as skin cancer or acne are especially well-suited to co-management between a dermatologist and an aesthetician. The physician may see the patient, but typically it is for a shorter amount of time and the patient is usually referred to the aesthetician, who can educate the patient on medication use, make sure follow-up appointments are kept, and help the patient with the psychological aspect of the disease. Because aestheticians scrutinize the patients skin, they are also more likely than the nurse or even the dermatologist to notice and question potentially cancerous lesions.
These days, it's easy to get distracted. The real trouble is, the distractions take our attention from the issues which really count - client service being key among these.
We are such sensory beings, and barraged as we are with marketing messages, a simple trip to the store may turn into a phantasmagoric trip down the rabbit-hole. When I buy groceries, I will often see shoppers, apparently from other places, who cannot hide their amazement at the shampoo aisle of my local supermarket. Has washing your hair ever involved so many decisions? The same goes for purchasing a pair of blue jeans.
Technique. This is a sacred word to skin therapists. To begin with, it's French-more on that in a moment. For generations, technique has been the skin care profession's raison d'etre-oops, I mean entire reason for being. Mastering the traditional posture, movements, and protocol defined the very essence of being a skin therapist, similar, let's say, to the discipline of a classical ballerina or a Cordon Bleu chef faceting perfect, six-sided baby carrot nuggets. But here's the big news: technique is not enough.
Thanks to the popular television series Queer Eye for the Straight Guy a sudden wave of men are having their eyebrows waxed and shaped to improve their appearance. Men have increasingly become enthusiastic customers of many traditional spa services, particularly therapeutic massage. But now we are seeing more opportunity for spas to work with male clients.
Men's health and fitness publications, travel magazines, and lifestyle television shows are routinely pitching the spa ritual to the male client, encouraging him to upgrade his level of personal care. Some spas dedicate specific time to men's treatments, and new spas are emerging that are designed to cater to men.
What will skin care look like in the future? This is the question I'll be exploring in my new series of ongoing columns for DERMASCOPE. After 30 years in this remarkable business, I've formed some strong opinions. But you already know that - otherwise you'd stop reading! And, I welcome your input - please be sure to check out the contact at the end of each column.
Of course, the future is now. Are you ready? Just like comic book space invaders, skin therapists indeed have laser-guns-and that's not an intrinsically bad thing.
Close your eyes and imagine being enveloped by the soothing embraces of a beautiful day spa. Mmmmmmm... What special images and sensations are drifting into focus? Make a mental list of these details as you indulge in this fantasy. Now, imagine what things would disrupt your serene daydream, regardless of how large or small the flaw might be. What comes to mind? More importantly, as a customer have you personally experienced both satisfying and irritating details at a spa? Yes? Then consider what the delight or disappointment was, how it affected your overall satisfaction, and what you, the spa professional, could do to either highlight or eliminate similar occurrences where you work now.
"I've trained them and trained them but they just do what they want!" laments a frustrated spa owner with a staff of 17. As her business coach I sit and patiently listen to her story, observing the tense body language of a woman that feels powerless to change a stubborn and under-performing team. Turnover is approaching almost 100 percent for the second time in two years while customer complaints have risen sharply. Burned by a train them and lose them history my client has become embittered by the prospect of having to invest more time and money into employee development, and she doesn't want to do it again.
And last but not least is the important consideration of your clients current skin care program. Directing your questions with respect to all of the products they are currently using will assist the aesthetician in finding areas of their existing skin care that may need to be addressed. I always encouraged my new customers to “bring their face in a bag” so I could review the products along with the ingredients. This snooping also uncovers how they use their products, how much, are they dipping their fingers in the jar, have the products been exposed, etc. Finding out how they care for their products means this would be time to instruct them how to use skin care properly.
Whoever coined the phrase 'Never look back' was not blessed to live the life I have and have a career and colleagues they loved and enjoyed spending time with. With great thanks and even greater excitement, this is my last 'Questions and Answers' column of this type for DERMASCOPE Magazine. I am planning a brand new format to launch in the August issue with hopefully even brighter, more original and thought-provoking ideas for you to think about, talk about and DO something about!
I really love writing for you each month and I thank everyone at DERMASCOPE for the years of opportunity to do so and for being so supportive of my new ideas for a fresh format.
Professional skin care in the 21st Century has never been so exciting, technical, scientific, profitable and yes, extremely competitive. Open up a fashion magazine today and you will find no less than 30+ non-professional skin care brands claiming to reduce lines and wrinkles, improve skin, restore elasticity, replace Botox tm and on and on and on.
These companies also promise simulated “professional peels” and “microdermabrasion” in do-it-yourself at home product kits. Think about it, if you are reading these ads, it’s inevitable your clients are reading them too!