The aesthetic industry is a multibillion dollar industry that continues to grow as the ever-increasing demand for self-perfection continues to rise. Social media has led to a more self-focused society and cameras and videos now show imperfections that people may have not seen before.
Camera filters show the potential for people to look airbrushed and perfect, leading them to want that look in real life. Instant gratification is a common desire among clients of the spa industry.
Spas, salons, medical spas, and dermatology and plastic surgery practices are now all competing with facial, laser, injectable, and body treatments for clients. With so many options, how do clients decide on the best place to be treated? Multiple factors may influence their decision, including: advertisement; social media; a recommendation from a friend; Groupon or other discounts; unique technology; convenient location; an event or open house; and Google searching.
However, at the end of the day, the factor that seems to play the biggest role is price. If a client believes they can receive the same service at multiple places, they may call around to find who is the cheapest. Take a look at one of the most requested treatments in the industry: chemical peels. A glycolic peel, for example, may sell anywhere from $50 to $150. How does a client decide which location to receive this treatment at? Hopefully, through education, since not all glycolic peels are equal, nor are the applications of the professionals administering them equal. Name is no indicator as to the type of peel clients are receiving. So many factors go into the quality and strength of the solution, such as percentage, pH, type of acid(s), combination of ingredients, how it is applied, how long it is applied, depth of penetration, and type of packaging. Others factors affecting the result of the solution include how well the skin was prepped, what post-products are used, skill of the person administering the peel, and the client’s age and skin quality.
However, clients often choose the cheapest option, and, unfortunately, face undesired consequences later, such as burned, irritated, inflamed, or scabbed skin. It is the professional’s responsibility to use the power of education when marketing so clients can base decisions off an understanding of the value of what they are receiving, rather than price.
The laser industry is another example where clients will see a range of prices for the same machine. Similarly, not all laser- and energy-based devices are created equally, nor are the professinals who administer them. For instance, factors such as the strength or energy of the device; how many pulses are administered; what settings are programmed; how the skin is prepped; and the technique of the person performing it, can all influence the result of laser treatment. A client might receive 10 treatments at one spa and plateau with no significant changes, then receive two treatments at another spa with no need for any further treatment, all because of the factors listed above.
During the consultation process, there are clients who will mention that they can get a treatment elsewhere for cheaper, bargaining with their skin to save their pocketbook. In these cases, if education does not help, it is best to lose that client rather than cheapen the quality of service to fit into the price war. The client may not realize the error in their decision-making that day, but they will in the long run, as their skin will be compromised by poor treatment practices.
The level of demand for specific services will always create a price-driven market from competing businesses. There will always be price shoppers. It is the professional’s job to educate clients on quality of service in order to guarantee their ultimate satisfaction.
Holly Cutler, celebrity medical aesthetician also known as America’s Skin Saint™, rebuilt her own skin disfigured from cystic acne almost two decades ago, and has since created one of the most extensive rejuvenation clinics in the country, FACE Skincare~Medical~Wellness. Her multiple award-winning clinic offers over 35 laser and facial machines, injectables, non-surgical facelifts, body makeovers, and wellness treatments by renowned naturopathic physician, Dr. Doug Cutler. She has been a featured expert on FOX, CBS, NBC, ABC, The Doctors, and in several national publications. Cutler launched her own highly anticipated and innovative skin care product line, The Skin Saint™, and the first national, virtual skin care consulting company to help people all over the country who may not be able to access the services at her clinic.