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The Impact of Branding

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The Impact of Branding

Well, everything and nothing – some logos are exactly what the product is, and some are hybrid zingers that hit the right spot in your brain. Example – Zappos! Fun to say right? Where did it come from? It is the Spanish word for shoes “Zapatos” with an extra “P” for effect and dropping the “T” to make it fun and speedy to say.

 

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Melissa Black

 

 

 

Melissa Black is the owner of Bombshell Salons, Candy Coat Beauty: Spray Tanning, Waxing + Sugaring products and Creator Of CBD SkinPro Society, based out of Las Vegas, Nevada. She is a master aesthetics instructor, master aesthetician, and PMU Artist, and has been in the industry for three decades.

Published in Business

Service Price Versus Value

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Service Price Versus Value

One of the toughest decisions when operating a business is to place a value on a service when creating the menu. Thorough research is a necessity to garner competitive pricing from both the market, location, and surrounding competitive businesses. Although some values are truly hard to place a monetary mark, finding the equivalent price for a service without overcharging customers and undervaluing talent is quintessential for the survival of a business.

 

In the incubation stages of drafting a business plan, the target group is established. Questions need to be asked: Who is the target group? What is the income level of the target group? Why would the target group want to patron the establishment? What services would the target group want to receive? When these questions are answered then the finite details of price and value can be determined.

 

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Amra Lear

 

 

 

Amra Lear has been licensed as a massage therapist since 1997 and a licensed aesthetician since 2005. She has worked in two luxury resort spas on the Las Vegas Strip since 1999. Lear is a nationally certified board therapeutic massage and bodywork continuing education provider, where she trains other professionals in various massage modalities and develops spa treatments in both massage and aesthetics.

Published in Business

Five Steps for Driving a Culture

Written by Lynelle Lynch
Five Steps for Driving a Culture

Author and legendary marketer Seth Godin may have best summed up the definition of a brand. Godin noted, “A brand is the set of expectations, memories, stories, and relationships, that, taken together, account for a consumer’s decision to choose one product or service over another.” Developing and growing a strong brand is one of the most valuable investments any business can make. And it’s especially important in the aesthetics and skin care area, where salons and spas may use identical products and incorporate the same modalities and therapies.

 

So, it’s not surprising that in an environment with so many commoditized elements, the brand is what sets a spa apart. The same holds true for beauty education, where schools must equip students with a baseline of knowledge and skills to earn an aesthetics license, but that’s only the baseline. Whether a spa or a school, successful brands share an important ingredient that differentiates from all others in the category – the culture.

 

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Lynelle Lynch is the owner of Bellus Academy, the nation’s first school to offer the CIDESCO Skincare Certificate. Lynch is also president of Beauty Changes Lives, a non-profit that equips and empowers next generation professionals.

Published in Business

LED: Proximity Trumps Power

Written by Pam Cushing
LED: Proximity Trumps Power

Light therapy continues to enjoy greater acceptance and popularity in the medical aesthetic field.  As a result, we have seen a plethora of non-regulated devices of unknown origin flooding the market in recent years. While selecting the best LED device for your practice might seem like a daunting task, a little research can go a long way. The most reliable research can be found in peer-reviewed and published studies on low-level light therapy. Be careful of social media platforms such as Facebook and Instagram, which are certainly fun but not exactly reliable as sources of material when it comes to investigating medical devices and aesthetic protocols.

 

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Pam Cushing

 

 

 

Pam Cushing is a registered nurse with over 35 years of experience in emergency medicine. She has worked in the field of aesthetics for over 15 years, full-time for the last five years. Cushing holds a degree at the master’s level, with commendation, as well as a post-graduate diploma in aesthetic medicine, with merit. She is an independent nurse prescriber in the United Kingdom. Cushing is a consultant educator for a couple of companies educating in injectables, skin resurfacing and chemical peel, microneedling, and LED. She thrives on being able to educate, motivate, and encourage others to grow and develop professionally. She is passionate about skin and the benefits of aesthetics in improving the confidence and quality of lives. Cushing believes our key role is to educate the consumer on appropriate treatment modalities with the focus on maintaining skin health.

Published in The LED Playbook

Glove Goals: When to Wear Them and How Often to Change Them

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Glove Goals: When to Wear Them and How Often to Change Them

The professional beauty industry is an industry that thrives on social interaction, providing services, and of course, personal responsibility.

 

These aspects require service providers to be in close proximity to delicate areas, potentially hazardous conditions, as well as some diseases and disorders. Bearing that in mind, it is of paramount importance that skin care professionals use their personal protective equipment (PPEs), like gloves, as often as deemed necessary. Using this equipment properly, frequently, and at the appropriate time can mean all the difference in keeping not only them safe, but also their clients. It is always advisable to familiarize yourself and your staff with these guidelines regularly to maintain a safe work environment.

 

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BrittanyFacio2019

 

 

 

Brittany Facio is a Phoenix-based educator-turned-business development manager, passionate about how proper aesthetics education and sophisticated protocol implementation can create business-changing revenue. As a business development manager, she is responsible for not only educating her clients on skin care products and protocols, both on an individual basis and in regional training seminars, but also for providing marketing, merchandising, and branding assistance to generate leads and capture a new audience. When she is not working, Facio can be found enjoying play time with her family and Havanese rescue, Spruce, trying a new dinner recipe, and binge-watching comedies on Netflix.

Published in Spic and Span Spa

The Little Things Matter: Creating Client Loyalty by Teaching and Adding in Self-care

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The Little Things Matter: Creating Client Loyalty by Teaching and Adding in Self-care

You’ve heard the saying “little things matter” or “little things make a big difference”? There are many quotes, books, and songs written about the subject. Why? Do we really need reminding that the little things can make a big difference in whether our client returns to us or not? When it comes to a spa treatment that you’ve had, think about the ones that stand out. What did they do differently that made you remember them, that made them special, and most importantly made you go back to them?  

 

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Becky Kuehn 2019

 

 

Becky Kuehn is founder of Oncology Spa Solutions, author of Life Changing Esthetics, and a licensed master aesthetician, cosmetologist, holistic cancer educator, and hope coach. Her journey started at the age of 18 when she was diagnosed with cancer. She had already lost friends and family members to cancer, so she was very familiar with the chaos and trauma associated with diagnosis and loss. As a cancer survivor for over three decades, she has made it her mission to discover and develop ways to turn around the devastating side effects of cancer treatments and return quality of life to those in need. Kuehn is the founder and owner of Oncology Spa Solutions, now the leading oncology training for spa, salon, and medical professionals. She is the author of “Life Changing Esthetics,” and a contributing author in the “Estheticians Guide to Outstanding Esthetics” Vol I and II. She has been part of the expert judge panel for The Skin Games’ Holistic, Compassionate, and Compromised skin categories. And, she provides advice and education articles for newspapers and leading industry magazines and is an invited speaker for oncology training at conventions.

Published in Esthi TLC

Varieties of Dermatitis

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Varieties of Dermatitis

Healthy skin has optimal levels of hydration, while sensitive skin is usually dry on the surface, suffers from transepidermal water loss, inflammation, edema, and dilated capillaries. Dermatitis is inflammation of the skin, due to a skin condition, contact with an irritant, or an allergic reaction. There are several forms of dermatitis, but this article will focus primarily on atopic dermatitis with additional information on allergic contact, irritant, stasis, seborrheic, neuro, and perioral dermatitis.

 

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Brenda Linday

 

 

 

Brenda Linday is a licensed aesthetician, licensed aesthetic instructor, and certified aesthetic consultant with over 16 years’ experience in the medical aesthetic industry. Linday serves as a consultant for medical and aesthetic companies desiring to build strong sales and education teams. She develops clinical and sales education content, and trains sales and educational units, clinicians, physicians, and distributors around the world. Linday is also a featured author in many industry publications. Her passion is sharing her wealth of knowledge with other like-minded professionals who believe that education is the key to building lasting relationships with our clients, making each clinician more successful by increasing client satisfaction. Reach her at This email address is being protected from spambots. You need JavaScript enabled to view it. or @LindayConsult.

Published in Skin ID

The Camera Doesn’t Blink: How to Master On-Camera Interviews – Part 2

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The Camera Doesn’t Blink: How to Master On-Camera Interviews – Part 2

You have selected clothing that will look nice on-camera, reviewed your talking points, and plan to ignore the camera. Congratulations, you are on-camera prep work is complete. It is now time to head to the studio and shine. Speaking of which, plan to be at the interview location at least 30 minutes in advance. If you are stressed, sweating, or frazzled, it will show on-camera.

 

When appearing on-camera, you will either stand or sit. Most local television stations have sets that offer both options. You can ask the producer ahead of time what to expect, or, sometimes, you can tell them your preference. Tips for both situations:

 

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Debra Locker

 

 

 

Debra Locker is the president and owner of Debra Locker Group, which she founded in 2008. The award-winning, boutique agency specializes in the luxury lifestyle market. Clients are featured on “The TODAY Show,” in SHAPE, Marie Claire, The New York Times, Huffington Post… to name only a few. Locker is the co-author of “Women of Courage.” The book is a compilation of stories from women who have found wellness and happiness following struggle. Prior to launching DLG, Locker was the PR director for the International SPA Association. Before her PR career, she was a television reporter and producer.

Published in Spa PR Made Easy

Cultural Sensitivity

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Cultural Sensitivity

Me Too, Black Lives Matter, Time’s Up, and the implementation of STEM in education are a few of the movements making progress in creating awareness about injustices, including the lack of equality in our society. Despite improvements, injustices regarding gender, sex, sexual orientation, race, religion, and economic status still abound. Cultural awareness is a personal journey that starts when we understand that not everyone has had the same experiences shape their frame of reference and not everyone sees the world through the same lens.

 

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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 Alliance and Skintelligent Resources.

Published in Encompassing Ethnicity

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