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Stand by Your Brand

By: Steven H. Dayan, MD and Terri Wojak
Posted: March 26, 2009, from the April 2009 issue of Skin Inc. magazine.
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Once all of these decisions are made, you’re ready to face even the toughest of economic times; don’t think that just because it’s difficult, success in the esthetic industry right now can’t be achieved. Because people generally feel better when they look better, they will still spend money on cosmetics, as well as cosmetic services. But now they will be looking for cost-efficiency, as well as a skin care expert. Lowering prices and offering too many discounts won’t work in your favor, so be sure to position yourself correctly.

Don’t be discouraged by the economy; instead forge ahead with new motivation to turn this period of time into your opportunity. Create a plan and commit to following through with your goals. This is the time to connect with your clients, develop yourself as a brand and further your career.