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Professor Works to Dispel Skin Care Myths for Clients
By: Nicole Urbanowicz
Posted: January 2, 2013, from the January 2013 issue of Skin Inc. magazine.
Michelle Calvarese, PhD
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What Calvarese finds most compelling about her work are the types of myths and misconceptions surrounding beauty, and the dangerous things women do worldwide that put their health in peril for aesthetic purposes. For this reason, the esthetics center that she runs is one-woman-show called Truth Skin Care.
Although her specialty is highly focused anti-aging treatments and chemical peels, her main goal is to teach clients about how to maintain healthy skin, rather than reverting to Botox injections as a quick fix.
“You can have a client who is 60 without a wrinkle,” she says. “I’m trying to get clients to understand that if your skin is healthy, that is what makes it look youthful.”
As a result, Calvarese focuses on collective skin care and promoting elastin production through dermafiling and microdermabrasion. In addition, she regularly evaluates her skin care service menu by generating client comments on Facebook. “One of the biggest things is to listen to clients, and offer the services and products that they want ... not what you want.” Her success in this is evident in that approximately 70% of service clients buy her retail, as well. Calvarese uses the lines Circadia by Dr. Pugliese, Mark Lees Skin Care and Murad.
Another valuable lesson this professor has learned is that clients just want a good value—and that doesn’t mean the least expensive service. “I’m focusing on referrals—that has worked better. Those are the people who have been coming to me regularly, and they are in the same demographic, rather than a discount client coming from another side of town,” she says.