Thursday, 26 April 2018 14:15

Breaking Boundaries: Introducing Multi-Category Beauty to the Spa

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Buzzwords like “self-care” and “wellness” have been floating around the industry more and more lately. Rather than searching for a magic pill or quick-fix product, clients are recognizing that true beauty, inside and out, is an evolving practice. Professionals in the beauty industry can no longer limit themselves to singular areas of expertise, like nutrition, skin care, or makeup. They must present and nurture clients with a holistic approach to beauty.


Even as recently as 2001, the idea that ingestible nutrients could be key to beautiful skin was still quite groundbreaking. An article in The New York Times that year featured Dr. Ronald G. Wheeland, president of the American Academy of Dermatology, saying, “The possibility exists that the kinds of essential oils found in coldwater fish do, in fact, play a metabolic role in some conditions like psoriasis. It is not outside the realm of possibility that they could have other effects. But diet as an answer to aging skin – that is still uncertain right now.” Of course, in the 17 years since that article, professionals and consumers alike have embraced the idea of diet being the answer to healthy skin.

The global nutricosmetics market is projected to reach $7.5 billion by 2024. This shift toward holistic care presents an opportunity, not only to generate income, but also to better enhance the lives of clients, strengthen relationships with them, and to stay relevant in this constantly evolving industry. It is not surprising that smart companies, spas, and professionals are embracing the link between topical cosmetics and internal skin health and educating clients on its importance.


Experts pioneering this movement all agree that the importance of connecting inner and outer beauty is more than just trendy words – it is a way of life. By taking steps to promote healthy skin cells, clients can achieve impressive results internally and externally, meaning nutrition and clean supplements are the way forward for healthy skin. Even the highest quality skin care and makeup can only go so far. If skin is only treated topically, a major factor in skin care efficacy is missed.


Professionals can participate in this multifaceted beauty and health movement? We can start by offering clients the full picture – skin care supplements, topical skin care, and skin-loving cosmetics – and establishing themselves as an authority in this 360-degree approach to wellness.


boundaries1Start with research


When it comes to choosing products, do research. There are quite a few brands offering multi-category beauty. Do not limit research to web browsing. Make appointments with representatives from each brand being considered. Make sure that they can explain the philosophy of their brand, their products, and how they work in language that is easy to understand and simple enough to convey to clients. Have a list of priorities to ask them about and do not be afraid to get the opinions of other professionals who carry brands in consideration. They may give insights that cannot be obtained from a
company representative.


Educate customers


Teach clients about philosophy in skin care and cosmetics. Many clients still believe that topical skin care is the alpha and omega. Hold an education event such as a lunch and learn or open house, where clients can come sit for an hour to learn about the latest technologies and ingredients from experts. Many brands even have educators or specialists that can be requested to speak at such an engagement. Offer literature that clients can take home with them and follow up with each client who attended individually to see how the event helped them or if they would like more information.


Look beyond the ingredients list


Check where and how the ingredients are sourced and if the company being considered uses sustainable, cruelty-free practices. Symbols like ECOCERT and COSMOS offer verification that what clients will be ingesting is pure, high-quality, and clean. Be educated on the latest technology and ingredients. Remember, ingredients left out of a formulation can be just as important as the ones put in. Also, be aware that synthetics are not always bad. For example, vitamin C is undeniably good for the skin when ingested and when used topically, but synthetic vitamin C is actually more stable, more heat-resistant, has a longer shelf life, and when delivered with liposome technology, gives superior results to its natural counterpart.


Consider one brand and multi-brand strategies


Some professionals like the products from one line, the supplements from another line, and the makeup from a third line. There is nothing wrong with having more than one brand. If going this route, do choose brands that have similar philosophies and whose mission statements, ingredients, and regimens are harmonious with one another. The benefit of having everything from one brand is consistent branding and training, and seamless regimen creation across categories.


Make a formal statement


When bringing on new products, clients are usually happy to try them, but only if they know about them. Often, clients come in from a busy day and pass right by new products on display. Go a step further than just displaying them. Make formal announcements via email marketing, social media, and direct mail. Send out samples. Make sure every client is told about the new additions when they come in for treatments. Even better, have a mixer or party to celebrate their arrival. A new solution to a menu deserves a hero’s welcome.


Be the brand


One of the biggest obstacles to success in retail is the disconnect of the brand’s original message. It is interesting how a marketing initiative starts so strong at a company’s headquarters, but by the time it reaches the consumer, it has been completely diluted or changed. Trust that cosmetics companies work very hard to ensure their message resonates with clients. Study and learn that message and practice relaying it to clients word for word. Use their collateral, follow their planograms, and participate in their promotions. Giving a strong representation of the brands the spa sells will increase professionals’ ability to sell them and make them a sought after authority in the industry.


Start the sale with dialogue


Clients bring a multitude of challenges and goals when they visit a spa. However, this gives professionals a captive audience for the hour that they are in the chair. Starting every service with a consultation is common protocol, but many professionals only use that consultation to decide the customer’s service details. Why not take it a step further and use it to determine their home care regimen? Keep retail skin care and supplement examples in the treatment room to refer to while the service is in progress. As specific skin issues are addressed, talk about homecare solutions, too.


Give clients realistic expectations and clear guidelines


When adding supplements to their skin care regimen, clients may expect instant results. The reality is, even though the skin is the largest organ of the body, it tends to get the benefits of internal nutrients last. The body is programmed to deliver nutrients to the vital, internal organs first. This means that clients should take supplements for at least three months before expecting to notice a difference in their skin. If they are concerned with any pre-existing conditions and the effects the supplements could have, ask them to consult their physician before starting a new regimen. Most supplements are not indicated for children or women who are pregnant or nursing. This is mainly because there is no data on such cases, since clinical trials and testing of elective supplements on children and pregnant women is often not allowed. It does not necessarily mean that they are dangerous, it just means there is limited information to report. Again, when in doubt, have clients consult a physician.


Offering multi-faceted beauty solutions is an ideal way to help clients more effectively achieve their skin objectives and to build business. As new technology develops, the caliber of solutions available to offer clients will continue to elevate. Consider joining organizations or associations and keep in the loop on the latest in skin care technology. Most importantly, believe in the products carried at the spa. Have passion for them. Clients are intuitive. If professionals really love a product, they will know it and they will love it, too. That is the
winning combination.

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