Establishing and running a successful skin care business requires wit and panache. Half the battle most spa owners and estheticians face is getting clients to walk through the doors, which makes it all the more important to begin the art of selling skin care as soon as a client steps inside.
Reaching higher sales goals starts by educating clients about the remarkable benefits of skin treatment combinations. Creatively packaging combination therapies not only increases revenue potential, but it also provides clients with even higher quality results that will keep them coming back.
The key to successfully promoting dual treatment regimens is to brand them as solutions to a problem, which allows clients to visualize the actual benefit, rather than just the treatment itself. The following packages are a few ways professionals can present traditional procedures as unique and fresh solutions.
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According the American Academy of Dermatology, it is estimated that 85% of all individuals deal with acne at some point in their lives. These annoying red bumps are small, but their power to ruin proms, job interviews and big presentations, all the while inspiring insecurity, is undeniable. The desired effect of treating acne goes beyond just erasing breakouts—it is about restoring confidence—and that is big business.
There are numerous over-the-counter treatments available, but they often provide only mediocre results. This unfortunate situation creates the perfect opportunity for skin care professionals to swoop in and save the day. Offering clients an effective dual treatment regimen to fix this cursed skin condition is a great way to prove to clients the value of professional services.
The first step in preventing future breakouts and assisting in the healing process of current inflammation is to eliminate surface contamination. A noncrystal microdermabrasion brush treatment with suction is perfect for opening clogged pores without antagonizing already-irritated skin. For added effect, boost the treatment with a salicylic acid serum to deliver a one-two punch to hidden bacteria.
To achieve the most dramatic results, an intense pulsed light (IPL) photofacial is the perfect pairing to go along with microdermabrasion. In a flash, the photofacial handpiece delivers heat energy into the skin in the form of a broad-spectrum light pulse that treats the red, inflamed areas.
In a microscopic fraction of a second, this pulse raises the temperature in infected pores to a level that kills acne bacteria, but does not harm skin. A photofacial treatment has an amazing secondary benefit, as well. Its light-based energy stimulates the body’s natural healing process, speeding up collagen production and the rate of skin cell regeneration.
Cleaning out pores, killing acne bacteria and assisting skin in repairing infected areas is a powerful combination that will supply clients with the results they want. The beauty of combining these two treatments is that they can be rotated frequently, maximizing the opportunity for returns visits. Continue the rotation until the desired results are achieved and remind the client of the importance of follow-up treatments. Without maintenance, clients with acne-prone skin will often experience breakouts again.
Wrinkles, crinkles and creases ... oh my
The battle against the aging process is a tale as old as time. Collagen loss, combined with the damaging effects of free radicals and UV exposure, causes lines to prematurely form on the forehead, under the eyes and around the mouth. Although the problem is partly genetic, there are still ways of reducing the appearance of lines and regaining a youthful look.
The best method of attack for noticeably removing wrinkles from clients’ faces is to give them a clean slate. Start by performing a beta hydroxy acid (BHA) chemical peel to help alleviate the signs of aging. The acid’s chemical reaction exfoliates the skin, removes dead skin cells, reduces wrinkle appearance and minimizes age spots. This treatment also encourages a surge of skin renewal and collagen growth.
There is no downtime with this procedure and clients can return to work post-treatment. Simply advise them to avoid the sun and abstain from applying makeup until the redness subsides. The best results from this type of treatment are achieved from multiple peels—three-to-six every four-to-six weeks on average.
For round two, give the client’s anti-wrinkle regimen a high-tech twist with a series of fractionalized laser wrinkle-reduction treatments. With the proper training, skin care professionals in some states can perform this advanced procedure and provide the anti-aging results clients want. (Editor’s note: To find out if this is within your scope of practice, log on to www.SkinInc.com/education/statelicensing for your state board’s contact information.)
Fractionalized laser rejuvenation technology works by projecting hundreds of microscopic beams of laser energy into the dermis. This coagulates small columns of tissue and stimulates the healing process in the surrounding skin. Collagen production and cell regeneration are increased, creating fuller, suppler skin. Hard-to-treat fine lines and wrinkles will soften and fade.
With the proper settings and equipment, laser wrinkle reduction can be used on a variety of skin types. Skin care professionals who focus their efforts on promoting dual packages of chemical peel and laser wrinkle reduction procedures will increase their revenue and keep clients raving.
Hair today, gone tomorrow
Clients will be the first to admit their annoyance with time-consuming shaving, razor burn and ingrown hairs. Summertime’s bare legs and bikinis may be months away, but winter is the optimal time to begin the pursuit of clients’ interest in hair removal.
Laser hair removal has become one of the most popular procedures in the industry. This fast, safe and effective treatment offers the benefits of semi-permanent hair reduction, smoother skin and better body definition. It is a great solution for both men and women, and can be applied in a variety of areas: legs, arms, bikini area, face, neck, back and others. Typically requiring six-to-eight applications once a month for maximum results, it is good to start early.
The procedure works through the principle of selective photothermolysis, or application of light that targets specific colors. A beam of laser light is projected into the skin that specifically targets the pigment present in hair follicles in the form of heat energy. This energy damages the part of the hair that causes it to grow.
This treatment does not work well on blond, red, gray or vellus hairs (peach fuzz), because the follicles do not contain enough pigment to attract the laser light. There is minimal discomfort with this procedure, resulting only in the red appearance of a light sunburn.
For embarrassing light-colored facial hair and peach fuzz, offer to combine a dermaplaning service with laser hair removal if this is within your scope of practice. (Editor’s note: Log on to www.SkinInc.com/education/statelicensing to access complete contact information for each state’s board in order to confirm whether a treatment is within the scope of your license.) This harmless, noninvasive treatment utilizes a special bladed tool held at a 45-degree angle that is worked along the skin to remove hair and dead skin cells. Dermaplaning does not necessitate downtime, and is an excellent solution for all ages and hair colors.
The average price of a single laser removal session ranges from $150–500, depending on the area treated, while dermaplaning hovers around $125–150 per treatment. Encouraging the combination of laser hair removal with dermaplaning will provide optimal effects for every client.
Maximize your income
Repeat business, upselling and cross-selling are all keys to maximizing a skin care professional’s income. By educating yourself on dual treatment techniques, expertly combining the proper procedures and effectively communicating the benefits to clients, successful business growth becomes a much easier task.
Jill Kohler is president of Penrose Academy, an educational institute specializing in six-week cosmetic laser and medical esthetics training courses for beauty professionals.
Editor’s note: As always, Skin Inc. magazine recommends that skin care professionals obtain the proper training before offering any new treatments in their skin care facility.