This giving season, consumers are looking to gift self-care and renewed glow to loved ones.
The season is characterized by experiences ranking high in consumers' priorities, rather than products. We've seen this movement mirrored in the skin care and wellness industries in the growing popularity of holistic approaches. This places a Herculean responsibility on products to feel "more complete", giving results but using other formerly secondary components, like packaging, brand identity and fragrance, to try and embody a total wellness experience with each use.
Why during the holidays and client considerations.
Gift giving isn't solely reserved for skin care either, with many consumers opting to gift someone with a cosmetic treatment instead. According to the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), the holiday season is one of the busiest times of year for cosmetic treatments, as patients take advantage of time off to recover and start the new year refreshed.
“December and January are always especially busy in our offices,” says Anthony Brissett, MD, FACS, president of AAFPRS. “Many patients schedule procedures during the holidays because they have time off work to recover. It’s a practical way to combine self-care with the convenience of a break, ensuring they can heal comfortably without interrupting their professional or personal schedules.”
Dr. Brissett adds: “In recent years, our AAFPRS facial plastic surgeon members have seen cosmetic treatments and treatment gift cards become a popular gift choice. People are looking for presents that promote confidence and well-being, not just material items. A treatment can be a thoughtful way to show someone you care about how they feel as much as how they look.”
Undoubtedly, clients will have something similar in mind. So, how do you tweak your client education this holiday season?
The AAFPRS recommends:
- Educate clients on treatments and products they're considering. Better than doing their own homework, you can bring their attention to considerations that may be specific to their lifestyle, skin type and priorities.
- Advise clients on how to choose a specialist. If you have a network of varied wellness and aesthetic professionals you trust, this can be a crucial step for you, as you can refer them, allowing both of you to leave the treatment room at ease.
- Warn clients about the temptation of online deals. Budget is important, but not a reason to cut corners when researching procedures and practices. Giving them some warning signs to look out for can go a long way in helping your clients steer clear of deals that appear a little too good to be true.
