Wednesday, 11 November 2020 10:16

Marketing Your Diversity Knowledge

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You’ve invested the time and energy into becoming better equipped to treat all ethnicities. You understand the unique characteristics of Asian skin, skin of African descent, Latinx skin, and East Indian skin. You’ve done the work to understand Nordic skin, and you feel confident that you have the skills to treat transgender clients’ skin. Now you need to build the client base to demonstrate those skills and to build a reputation as a practitioner who treats skin of color.

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Clients will be drawn to a space where they feel welcome, so make sure that your website and marketing materials demonstrate diversity. Review the business graphics to make sure they represent a wide variety of clients. Consider adding video content to the website, so clients will be able to see and hear you speak about your expertise and passion for inclusivity.


Posting on social media is essential. Make sure to post regularly about skills in treating ethnic skin. You will need to post more often than you think. Daily posts are a good goal. Include the unique characteristics of ethnic skin, as well as photographs of you performing treatments on clients of color. 


Ask clients for endorsements, which you can use for multiple posts over time. Follow the social media accounts of skincare professionals who are people of color or are in the LGBTQIA community. Network with others for support and to continue to build a knowledge base.

 Educate yourself on holidays that may not be celebrated or noted by traditional clients. Honor and respect the traditions of other ethnicities – Ramadan, Passover, Lunar New Year, and Gay Pride month are examples.


Consider partnering with businesses that have strong affiliations with the ethnic communities in the area by creating promotional packages that support both businesses. Perhaps a natural hair care salon would like to collaborate to sponsor an open house. You could also align with a massage therapy clinic or nail salon to sell packages that include services from each business. Develop credibility by having genuine relationships with other beauty businesses.


Adapt the client intake forms to become more inclusive by asking the client the pronouns they prefer and changingconsultations to include a deeper dive into the genetics influencing the client’s skin conditions.


Establish yourself as an authority in the community. Reach out to the local high school’s health class and offer to speak to students on healthy skincare. Look into speaking to mothers’ groups, yoga classes, bookstores, or community centers. Include a short demonstration, if possible. Make sure you have plenty of business cards, brochures, and skincare samples. Word of mouth is the strongest marketing and will bring big rewards.

You need a strong campaign to get yourself branded as a skincare professional who is a caring and committed practitioner for all skin types. The business will thrive, and you will gain the satisfaction of helping a wider base of clients with achieving healthy skin.




Mary Nielsen



A technician, educator, mentor, and business owner, Mary Nielsen has been at the forefront in medical aesthetics since its infancy in the early 1990s. She is currently vice chair and industry expert on the Oregon Board of Certified Advanced Estheticians. She is the author of “Fearless Beauties,” along with other aesthetic texts. She is the executive director of an aesthetic school, the founder of Fearless Beauties, and the creator of Cascade Aesthetic.

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