A: Here are three ways to expand your services to be more inclusive.
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Industry pro, Deedee Crossett, answers your burning questions about the industry.
Q: What advice do you have for estheticians that want to expand their services to be more inclusive?
A: Here are three ways to expand your services to be more inclusive.
1. Research
What opportunities do you see in your current market? You can find demographics from paid services or for free at census.gov. This is a great way to discover if you have any missed opportunities in your area. When you review the demographics, do an audit of your space. If you want to expand your clientele to be a male/female mix, ask yourself if your spa feels gender neutral? If you want to serve a more multicultural clientele, ask yourself if your marketing has diversity?
2. Education
You can find classes with your product company, distributor and trade shows. Remember classes hosted by a product or company will be motivated to sell their brand. This doesn’t mean that the information isn’t accurate, just that there is an ulterior motive. Unbiased education is available (usually at a charge) in person, online and via journals/books. Make sure the information is from a reputable source.
3. Experience
Practice really does make a difference. If you want to bring in more teenagers with acne, get some teen models and have them in your space. Ask them if it feels welcoming, what their skin concerns are, how they want to communicate and find information? Get hands-on, so you can learn more about your potential clients.
Remember, diversity can be race, gender, economic status, sexual orientation, language, age and religion. Having an inclusive menu creates a safe and friendly environment for everyone and may also increase your profitability.
