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Your Image is Your Business

By: Linda Bertaut
Posted: June 11, 2008, from the November 2006 issue of Skin Inc. magazine.

In the beauty industry, your image is the first opportunity to establish credibility with the people you meet. As a walking advertisement for your business, the attention you pay—or don’t pay—to your appearance speaks volumes. If you were to walk past your reflection right now, would it be an accurate representation of your personality and your spa? Would it convey who you are, both on the inside and out?

The nature of things

Despite the age-old maxim that cautions against judging a book by its cover, it’s human nature to perceive physical appearance as an indicator of what’s inside. The brain works at lightning speed to take in visual information and interpret its surroundings. Making decisions based on appearance is simply a part of that natural process.

Have you ever gone to a holiday gift-exchange party where you had to choose a present without knowing what it was? The table usually is filled with options of all shapes and sizes—some extravagantly wrapped and others presented in simple brown paper bags. Which gifts were selected first? The largest ones with the prettiest wrapping, right? Some boasted inviting packaging but contained average contents, while some of the less attractive ones revealed the most valued prizes.

The same holds true for personal image. Although some people invest time in looking great on the outside, others spend it by developing their inner selves. In either instance, the true self may not be represented by the appearance. What if the first impression you gave someone authentically conveyed your true outer and inner selves? How would your life be different if people could tell at first glance that you are fun, dynamic and beautiful, or sporty, progressive and original?

By sending an accurate impression of who you are, you open the door to improved communication, a stronger business image, and the reinforcement of your best traits as a person and a professional.

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