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Nutrition and the Skin

By: Steven H. Dayan, MD, Tracy L. Drumm and Terri A. Wojak
Posted: May 27, 2011, from the June 2011 issue of Skin Inc. magazine.
skin care supplement

page 3 of 5

Although studies are still in progress, nutrition will likely become an increasingly important component for preventing and treating disease, and a necessary ingredient for improving the appearance of one’s skin.

Marketing point of view: Tracy L. Drumm

When adding new products or services to your skin care facility, the key is to follow the rule of the three E’s: engage, educate and entice the client. Today’s consumer is bombarded with marketing messages, from flashy advertisements touting the latest and greatest to texts and tweets, so your marketing messages now have constant competition. 

Introducing new products, such as nutritional supplements, will require a compelling message with a direct call to action. The secret to engaging your clients is as simple as controlling the number of messages or stimulation they are exposed to while at your skin care facility. Rather than having six new products featured in your reception area or treatment rooms, focus instead on rotating one product at a time. It is a common theory in marketing that if you say too much—or send too many messages—you often say nothing at all. Fight the need to over-promote and instead engage your clients by eliminating the “communi-clutter” in your facility. When possible, incorporate interactive promotions, such as samples for clients to touch, try and smell.

 Whether you are offering a new moisturizer or introducing a new line of supplements, clients do not want to be sold to. Instead, they want to be educated about how the new products will enhance their lives. Begin any promotion or marketing initiative by asking yourself how you can position the product as an educational experience for your clientele. For example, if you are offering nutritional supplements at your medical spa for use after treatments, you can educate clients about how the supplements will help minimize swelling and bruising after an injection.

A simple, yet effective marketing tool being used by many spas and medical spas is the scratch-off trivia card that can be customized to your facility’s brand and to the products or supplements you are introducing. This tool doubles its effectiveness because it engages the clients through the scratch-off promotion and educates them through the trivia on the cards.