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Back to Basics Home Care
By: Megan DiMartino
Posted: June 28, 2011, from the July 2011 issue of Skin Inc. magazine.
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Synergistic. Even with fewer products, home-care products should be synergistic, meaning they fit together to treat the skin according to its targeted needs. Synergy is important to attain results, and this is met through ingredients and the product’s purpose.
Systematic. Products must combine in a treatment synergy to produce the desired results. Overuse must be avoided, while sufficient and correct ingredients meet the client’s goals. The line must also be complete, meaning it has a system of products for all skin conditions and each is treated in a synergy of care. If the line is not complete, you will be ordering from several sources, which is a hassle and detracts from product synergy.
Samples. Consider working with a synergistic line that has organized sample kits of regimens for clients to take home. This is a very important aspect in gaining and maintaining a client. The kit must be reasonable enough in cost to give to new clients and substantial enough to result in an obvious skin change for the client (usually four to five days). This is a huge plus because clients who try the entire regimen on their skin are many times more likely to have a positive experience, make another appointment and repurchase.
Cover many bases
Skin care professionals and clients don’t want overburdened shelves of many different products. Products are now being developed that have synergistic ingredients that eliminate the need for multiple products. This adds to sales and to the number of clients who become repeat home-care purchasers.
Megan DiMartino, founder/CEO of the Novitá Clinicals product line and Novitá Spa on the Square, Georgetown, Texas, is a product developer, licensed esthetician, spa owner, and nationally known educator and speaker. Her passion is to share her knowledge of the science of products, as well as esthetic and spa development, with other skin care professionals.