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Original Skin Inc. Columnist Still Going Strong
By: Lois Hince
Posted: January 31, 2013, from the February 2013 issue of Skin Inc. magazine.
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“Skin care is quite the viable business opportunity,” Simms says. The recession was challenging for her, but she feels very fortunate to have had social media strategies in place before it hit hard. “To help the environment, I had stopped using postcards, and was using e-mails and e-blasts. That led to a presence on Facebook, Twitter and Yelp, which helped increase word-of-mouth. It was all quite serendipitous,” she says.
“Reinvention is the key. There’s a new normal now—we can’t go back,” she says. Her advice to estheticians starting out: Ask yourself if you really like people. “You work with people 8–12 hours daily and they bring in all of the stuff from their lives. You have to enjoy people, and it’s not always easy. Skin care is a very ‘public’ service. This is a great business for creative, independent-thinking, flexible, friendly people who love working in an ever-evolving environment,” she says.
“Working with a client is like peeling an onion—you reveal one layer at a time. Yes, your ultimate goal is to fix the skin, but first you need to analyze—this will tell you a lot about your clients’ lifestyles—and then you can begin to correct,” she says. There’s a connection between skin health and a client’s psychological approach to things. Our industry can help with self-worth and self-esteem. We can help clients who are on antidepressants, or with diabetes or heart disease make healthier choices in their lives and see the results on their skin. It’s a transformative process.”
Today, Simms uses a variety of product lines that include Guinot, 302 Professional Skincare, Circadia by Dr. Pugliese, the Essential 3 aromatherapy line, glōminerals and PCA Skin.
Spas grew from the concepts of the beauty salon, to the full-service salon, then the day spa, which was further defined as destination or medical, and now there are full skin care wellness centers. Although ingredients such as vitamin A derivatives and various electrotherapy methods have stood the test of time, there have been changes in the skin care industry. “There’s definitely been a paradigm shift. Yes, we’ve evolved substantially,” says Simms. “But one thing is for sure. You will never be able to replace the human touch. No robot will ever be able to do that.”