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Boost Retail Sales With Hand-held Equipment
By: Cathy Christensen
Posted: January 5, 2011, from the January 2011 issue of Skin Inc. magazine.
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Although most at-home hand-held equipment is less powerful than its professional counterparts, side effects are always possible, and that is where your role as a spa professional comes in. If some of your spa clients are interested in purchasing and using an at-home hand-held device, it is your job as a skin care expert and advisor to help guide the client into the right decision. This role is one that is becoming more and more prominent as consumers become exposed to new beauty trends every year.
“The role of the spa professional has changed,” explains David Suzuki, president of equipment supplier Bio-Therapeutic, Inc. “Some think that they shouldn’t tell any secrets to consumers because they want them to come back and get the magic from them. This is a role from the past. The future role is that of a coach and mentor; someone who strategizes with clients and helps them understand skin care,” he says.
A perfect example of this role is in how Meyer would handle the hair removal dangers she refers to earlier. “If a client with a darker skin tone came to us and had already purchased an at-home hand-held hair removal device, we would advise them to return it and figure out a better way to address their hair removal needs. If it was someone with a lighter skin tone, we would support them trying it, and would help them with questions,” she says. As long as you act as an advisor to your clients, you—and your spa—will remain an active part of their lives. As skin care products and devices become more and more complex, clients will need your guidance more than ever.
Q: Am I going to lose business because this equipment works to replicate the results of spa services?
The short answer: probably not. The reason for this is because many of the consumers who seek out at-home equipment solutions are not currently spa clients, says Giora Fishman, vice president of Radiancy, Inc., an equipment supplier that provides machines to spas and hand-held at-home solutions to consumers. “It’s a different clientele and demographic. The majority of paying consumers prefer at-home options rather than going to a spa. Those at-home options do not erode the business of professionals because they go to markets that consist of consumers who don’t go to the spa.”