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Boost Retail Sales With Hand-held Equipment

January 2011 issue of Skin Inc. magazine
on button in spa hand

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At the same time as many spas are holding off on buying high-priced equipment with questionable results due to the current state of the economy, many spa clients are intrigued by the new hand-held devices that are popping up on store shelves and beauty websites. Whether the machines are meant to provide LED, laser hair removal or deep pore cleansing, the bottom line is that many claim to replicate the services that are often provided at the spa, and there is a fear in the industry that spas may lose business to this trend. The truth of the matter is, however, that spas can benefit from at-home hand-held devices financially, and spa professionals can also work with this trend to solidify their roles as indispensable advisors and educators in a beauty world that continues to grow and change.

The hand-held trend

There’s no denying that hand-held at-home devices are becoming more and more popular. Client motivation is simple, according to Robb Akridge, PhD, vice president of clinical affairs for hand-held equipment supplier Clarisonic. “Clients are wanting softer, smoother, healthier-looking skin; everyone knows they can’t stop aging, and they want to look as good as they can,” he says. This need, combined with strong marketing persuasion from consumer magazines and websites, is the reason consumers are seeking out a variety of options—including at-home hand-held equipment—to help them attain these goals. So how can spa professionals work to educate consumers about this equipment and, in the process, make this trend profitable for their business? Here are the answers to some common concerns about at-home hand-held technology.

Q: I’m concerned that at-home hand-held equipment is dangerous and delivers technology that should only be handled by professionals. How can I address this with my clients?

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Retail Tips: Boost Retail Sales With Hand-held Equipment

By incorporating at-home hand-held devices into your spa treatments and retail, you may find that it is easier to sell product to the technology-driven clients who are interested in at-home technology. According to David Suzuki, president of Bio-Therapeutic, Inc.:

  • Technology-driven clients are more likely to stick with a recommended product regimen because they want to see results.
  • Embracing at-home tools gives spa professionals a platform, and builds interest in them as leaders, as well as the product regimen they recommend.

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