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Fry Now, Pay Later

By: Noreen Young
Posted: June 24, 2008, from the February 2006 issue of Skin Inc. magazine.

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Basal cell and squamous cell carcinoma, as well as malignant melanoma, may occur at any given moment. According to the American Academy of Dermatology (AAD), more than 1 million cases of skin cancer will be diagnosed this year in the United States alone.

These enemies of the skin can lead to biopsies, permanent scarring and even death. Among those who are diagnosed with malignant melanoma, the deadliest form of skin cancer, the AAD projects that 8,000 will die from it. Physicians agree that early detection and removal offer the best chance for survival. For information on how to prevent and treat skin cancer, log on to the AAD Web site at www.aad.org.

An arsenal of protection

When it comes to the war on skin cancer, estheticians need to add more sun protection products to their retail arsenal. Provide your clients with handouts or informational cards that describe precautionary measures and illustrate the warning signs. Assemble sensational take-home kits with a variety of sun protection products. Get your clients into the habit of using sunscreen, along with other related items.

Feature a “sun-smart” retail display in your spa. During summer months, serve bottled water or tropical punch. At my studio, clients are offered refreshing mini ice cream sodas and ice cream cones. Get creative with your merchandising strategy by decorating with seashells, sand-filled pails, flip-flops, exotic flowers and pieces of driftwood. Present a comprehensive selection of the following items.

• Sunscreen lotions in assorted levels of SPF protection