Round 5: Brand Confidence

Written by Delilah Matos
What is brand confidence? Brand confidence is the perception that a brand has connection to and is perceived to be trustworthy by its target audience or niche market. Many realize the value that a strong brand can bring to their business, but may still be finding that their own branding efforts have been largely unsatisfying. Often, this comes down to a lack of clarity about…

5 Tips to Make Your Retail Area Fun and Interactive

Written by Barry Eichner and Jenni Nagle
Have you been to one of those newly remodeled Targets lately? Gone are the days of the aisle after aisle of products. Target’s got different types of tables with inviting displays. There are adorable little nesting tables with products in miniature setups so customers can just play. When you have clients in your business, it is rare that they know what products they need or…
If asked, most aestheticians will say that retail product sales is not one of their strongest skills. That makes sense, as skin care professionals are generally more attracted to the work of service, with its caring and helping qualities, than selling things. But, passing up product promotions not only limits one’s income, it also leaves valuable clients open to the lures and suggestions of beauty…
Building trust and loyalty with your clientele is a sure way to make your business a success. There are a few small things that you can do during the service that will not only make the wax more comfortable and allow you to achieve the best results, but it will set you apart from the competition and keep clients coming back. Rebooking a client is…
The rugged, natural beauty of coastal Maine inspires The Spa at Cliff House, a sanctuary that invites spa goers to connect with their own raw essence. Using only the finest natural products to soothe the body and mind, The Spa at Cliff House’s intuitive professionals take inspiration from the pure power of the elements. Their body treatments, facials, and hand and foot therapies penetrate layers…

Listen and Learn: Top Questions to Ask Clients During a Consultation

Written by Nicole Majdali, internationally certified aesthetician, makeup artist, and educator at Janssen Cosmetics and Dr Schrammek US
When meeting a new client, it is important to understand their needs and concerns. As professionals, we instinctively want to begin helping their skin, but I love the quote, “Nobody cares how much you know until they know you care.” Listening is our first job. We can build life time relationships in this business, so always give your full attention. Before beginning, ask these key…
Whether you’re still in school or just graduated, starting and building a career as an aesthetician can feel daunting. As a licensed aesthetician, there are so many paths you can take. Where do you start? How do you build a resume? A lot of what we are going to discuss revolves around practice, experience, and skills. Spas are always looking for aestheticians who can harmonize,…
In the age of technology, it is easy to become captivated by the sexy, innovative devices that have become commonplace in the modern medical spa culture. Lasers, machines, and devices were not the primary modalities used to deliver aesthetic benefits back in the mid 1990s, but today, if professionals are not able to provide skin care clients with procedures that are state-of-the-art, high technology, and…
Visible skin improvement is the holy grail of the treatment room and should be the main goal of every skin care professional. Results, after all, are the fundamental reason why a client will drive across town at rush hour, circle the block three times for a parking spot, and manage to carve roughly 90 minutes out of his or her crazy schedule. The feel good,…
Many individuals become aestheticians because they adore beauty and have an innate knack for bringing out the best in others. Yet, with all the natural talent in the world, if professionals do not market themselves correctly or have access to the clients who can benefit from their services, they will get lost in a sea of competition – and boy is there competition today. Not…
The United States is a melting pot and always will be. Anyone who has done a DNA testing sample is likely to find multiple ethnic strains. Multiple heritages make it much more difficult to classify someone into one of six Fitzpatrick skin type categories. It has been said you can’t judge a book by its cover. While that may be an overused adage, it certainly…

Round 4: Master Your Combinations

Written by Delilah Matos
Stepping out to do something different is often scary, especially in business. Understandably, fear sets in. Fear can stop us from doing great things and it can be the number one cause of self-sabotage. For example, fear of failure or loss of money often holds people back from stepping out and starting a new business or creating a new career path. Today, I want to…
Whether your business currently offers makeup applications or if it’s new to your service menu, there are plenty of ways you can enhance marketing these services to clients. By utilizing these simple-to-implement suggestions, you can significantly increase spa traffic and, ultimately, increase revenue. Here are some ways you can drive more business in the spa and have a positive impact on your return on investment…

Is Your Receptionist Killing Your Spa?

Written by Mara L. Shorr, BS, CAC II-XIV and Jay A. Shorr, BA, MBM-C, CAC I-XIV
Though most people call them the receptionist, in reality, they should be called the Director of First Impressions. Let’s be honest. This is the person who has the ability to make or break whether clients have a positive impression of your business, whether new clients schedule an appointment, and more. So, what should you look for to see if your front desk team is killing…

Profit is Not Profanity

Written by Barry Eichner and Jenni Nagle
After a decade of running a chain of medical spas, I learned that the treatment menu is the heart of the spa business. It encompasses everything you believe in about your business. It shows what you stand for, what your values are, and what you trust. Treatment menus tell a story – they tell your story. They are the little love notes that you write…
As a career coach to scores of aestheticians over the years, a commonly asked question involves service pricing – what to charge for the various treatments one plans to offer customers. Many considerations come to mind: What are people in my area willing to pay? As a new aesthetician, should I start off charging less, then go up in price later? What’s normal for a…
As a licensed skin care professional, you made a commitment to uphold your state license, practicing only within your scope as mandated by your state. But, have you taken the time to actually think about what goes into your state’s rules and regulations? What is going on exactly at your state’s capitol? For many, the last time they thought about their state board was on…
“Spring breathes new life into the world around us.” I love this quote because it also resonates into the world of retail and prospect opportunity for the skin care professional. Needless to say, springtime is a transitional period into blissful thinking after months of cold, dry, and low-temperature weather that leaves us feeling somewhat blue and our skin looking dry, dull, and somewhat pasty.…
Wallace Vigo Nelson is a natural health fanatic who is obsessed with getting the absolute most out of life through nutrition and self care. He and his beautiful wife raise eight kids and love to travel. He is recognized nationally for his unique approach to holistic health and is a highly anticipated speaker at events nationwide. Nelson is the creator of the Vitavore diet, author of many featured articles, and…
We’ve all heard the old saying, “Everyone loves to buy, but nobody likes to be sold.” If this statement is true, how do you grow your retail revenue without having to sell a thing? Is it really that easy to stop selling and start prescribing? If you own a professional skin revision clinic you may already be incorporating this into your spa, but if you…
Salt + Sweat is Westchester, New York’s high end wellness lounge that offers infrared saunas, infrared sauna wraps, salt therapy, massage, NuCalm meditation, and Lightstim. Whether an athlete, a parent desperately trying to keep up the juggling act, or a busy professional who is on the grind, self-care is essential to meet goals. Salt + Sweat offers innovative treatments and technologies for not only aesthetic…

More in Business

Featured Company

  • Vivant Skin Care, LLCVivant Skin Care, LLCDescription: Vivant Skin Care Results Are Everything Based on the work of the pioneering scientist, dermatologist, cosmetic surgeon and gold standard developer James E. Fulton, M.D., Ph.D., Vivant Skin Care’s scientifically advanced formulas target acne, aging, and ...

Business

Next-Level Learning

  • Christine Valmy International School For Esthetics, Skin Care & MakeupChristine Valmy International School...Description: Christine Valmy International School for Esthetics, Skin Care & Makeup offers a quality education in the beauty industry, based on the teachings of the Founder of Esthetics in the United States—Ms. Christine Valmy. Ms. Valmy opened her very first sc ...