Prize provided by:

Skin Inc Video Education

One lucky respondent to this month's Vocal Point question will receive free registration for the Physiology of the Skin course from Skin Inc. Video Education, a $149 value! Based on the beloved book by Peter T. Pugliese, MD and Zoe Draelos, MD, this 4-lesson course will arm you with the knowledge you need to better serve your clients.

Note: Winners will be chosen by random drawing and will be notified by e-mail. Prize will be sent directly from the sponsor. Winners are only eligible once every 12 months. All decisions of the editor are final.

Vocal Point Survey

The results are in! Here's what you had to say about our question from September 2010.

The Vocal Point responses have not been edited, and are posted as they were originally submitted. The opinions expressed in these responses are not necessarily those of or Skin Inc. magazine.

What tips can you share about how to best introduce esthetic offerings into a practice (i.e. medical office, fitness center) that has never offered esthetic services before?

It's best to start with research on the doctor/medical professional and company you will be meeting with. Once you identify their brand and customer base, you will be able to relate to their business and offer services that will exponentially increase their business. Perhaps provide a trial period.
- Gina Virgilio, PR Director, NuU Medspa, Oak Brook, IL
Host an event; almost like a happy hour event that talks about the services, and invite all clients and patients. Have drinks and food and maybe a drawing to win a free esthetic service.
- Tina Gauthier, Owner, Skin and Wax Studio, Springfield, VA
Offer free skin analysis and use a skin scanner when preforming the analysis. This is a very effective tool. Offer grand opening specials: Microdermabrasion--three treatments for $175; normally $300. Offer combination specials, such as microdermabrasion and a peel for $100; normally $200.
- Ann Derenne, Owner/Esthetician, Skin Tight Medispa, Colgate, WI
Don't be a wallflower! Approach potential clients in the waiting area and offer complimentary services. Provide skin-condition consultations, utilize the Wood's lamp, a quick photo rejuvenation, even a high-frequency treatment for 5-10 minutes will stop the client in their tracks long enough for you to describe your services and recommend a plan of action for improved skin. People love technology;show them a machine and they'll be dazzled. But this will not happen if you sit in the employee break room waiting for appointments! If the client seems interested, book the appointment, or tell them you just had a cancellation and do the treatment immediately. If you can practice this on friends, you will attract curious bystanders to watch and listen.
- Sheryl Baba, Owner, Solstice Day Spa, Hyannis, MA
Some might feel that an introduction to esthetics may be difficult, but I feel that it's exactlly the opposite. The percentage of individuals interested in looking great and feeling better is higher than most would imagine. Thus, an introduction of skin health is usually focused on the clients interest. Getting to know your clients and establishing a relationship on a personal level is the key. Personally, I would bring forth my education and experience in sales and combine these techniques with my education of esthetics and skin care. I would show the established business how sales revenue will increase (researching the percentages and statistics and presenting the facts). True business-minded individuals are looking for just that; facts, increasing sales and finding ways to reach those potential clients that have not yet heard about their company.
- Angela B, Esthetician/Makeup Artist, AB Artistry, Fullerton, CA
I would say start small. In a doctor's or dentist's office, help to reduce stress by offering paraffin dips for hands, essential oils that promote relaxation or meditation CDs. In a fitness center, I would start with body wraps or maybe waxing in a gym. Only after that has done well would I expand to the next applicable service. Once a small clientele has been built, and the practice can see what is appealing to their clients, then it's financially more stable to open it up to "regular" day spa services.
- Sheila Hone, Owner/Master Esthetician, Renewal Day Spa and Wellness Center, Payson, UT
Let's assume that you're a fabulous business owner, so you've built a trust with the clients/patients that are coming to you. You've created loyal customers, whatever your business may be. Generally, people choose to get services from someone they already trust and they also love one-stop shopping! So, if you've built that trust, introducing esthetic services should be a piece of cake. I've been an esthetician for 23 years and skincare center owner for 22 has been the most important thing in my sustaining a successful business for all these years. If I want to offer a new product or service, I just say the word and everyone gives it a try, no questions ask. Why? Because they trust me!
- Shelley Hancock, Esthetician/Owner, Real World Eshtetics, Foster City, CA
One of the things that I've done to introduce my services to new audiences is to partner with complementary businesses. By hosting free sponsored events with yoga studios, reflexologists and other local businesses, I am able to provide an added value to my existing clientele, while also introducing my business to my partners' clientele in a fun atmosphere. In tough economic times, it is even more important to create opportunities and, by partnering with local businesses, we are all able to utilize our own strengths and services, creating a win-win situation for everyone involved: our clients get to sample new services, my partners and I increase our exposure within the community and our businesses ulitmately benefit from the partnership.
- Dinah Alcon, Owner/Esthetician, Dinah Alcon Skincare Studio, Manhattan Beach, CA
I have been a esthetician and manicurist for 20-plus years now. When I was a new mom and ready to workout again, I went to my local women's fitness center to workout, and put a business card up on the board to advertise. The girls and ladies there were excited about having someone there to wax and do eyelash and eyebrow tinting right there in a room off the locker room. As they were there for working out and showering, it was the perfect opportunity. I had a great waxing clientele and made some big bucks without a lot of overhead. I used the massage room one or two nights a week around the exercise classes that were offered there, and the ladies were thrilled to shower , then get a wax. Consider offering the management a free wax or tint, and see what happens.
- Pam Martinez-Garnett, Owner, Uptown Salon, Mt. Shasta, CA