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Top 10 Skin Care Industry Trends From Face & Body Midwest 2012

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The show floor was hopping with attendees investigating new techniques, purchasing products and visiting with their favorite suppliers.

The show floor was hopping with attendees investigating new techniques, purchasing products and visiting with their favorite suppliers.

Editor's note: Registration for Face & Body Midwest 2013 is now open! Register today to experience another amazing conference and expo!

Face & Body® Midwest was held March 3–5, 2012, at McCormick Place West. More than 3,200 skin care professionals, including facility owners and managers, converged during the three-day event, a 73% increase from the previous year. Face & Body Midwest  was co-located with America’s Beauty Show® (ABS), and all ABS attendees had cross-over privileges, which added an additional 3,500 attendees, totaling more than 6,700. According to medical esthetician, Kristen Crees, from The Spa at NorthPointe in St. Joseph, MO, "I think Face & Body Midwest is a great opportunity for education. You meet a lot of great industry professionals, and there's a lot to take in. It's a great experience."

The three-day exhibit hall was filled with 87 companies who represented skin care, makeup, equipment, anti-aging, aromatherapy, business tools, hair removal and other suppliers offering the latest trends and techniques. It was a veritable experience for skin care professionals to shop, compare and get solutions to their challenges. According to Sandra Donovan, owner of Donovan's Serenity & Wellness Spa in Alpena, MI, "We've found Face & Body Midwest to be really helpful. We were looking for a couple of specific items this year, especially software, and we're always looking for new ideas to take back home with us. Actually, for software ... an option here at the show is one we hadn't explored too well until now, so we were excited to get a chance to do that."

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Skin Inc. magazine sponsored the Advanced Education Conference Program, which kicked off with an opening panel on legislative concerns for skin care professionals. "The panel was very educational. There's always something from Face & Body Midwest that I can bring back to the spa," says Lynda Pappas, owner of Skin Deep Facials in Campton Hills, IL.

Following this, there were four tracks that featured business solutions, medical esthetics, skin science and treatment techniques. Industry professionals learned about the latest trends and techniques, and earned continuing education units, the hallmark of the conference. "The classes were very, very informative. Deedee Crossett really gave a firm idea about what to do for your business and how to develop it ... people wither away from that. She was very strong in how to be that person who's running a business. I was very impressed," says Karen Sattler, sales manager for New You Body Wax and Wellness Center in Utica, MI.

Out of the Advanced Education Conference Program came a list of hot industry trends and topics that are affecting the way you and your colleagues are doing business. Following is the list of top 10 hot industry topics that had people buzzing, reflecting the state of the skin care industry today. (Also, don't miss the most important takeaways from each Advanced Education Conference Program class, new professional skin care products from exhibitors at the show and a lively photo gallery showcasing all the show had to offer.)

1. Social media and technology—The role they play in your business. Key strategies to getting your skin care facility started in social media include the following:

  • Create a strategy sheet that identifies the social network and ask: Who will be the voice of your business and what is the tone? What are you going to talk about? How will you measure success?
  • How will your spa handle the time commitment? Take baby steps; spend 15 minutes each day, at least in the beginning. Ideally, someone on-site should handle social media activities.

2. Providing makeup and brows as an add-on service. What a great way to increase revenue! For example, if you offer four makeup lessons/applications per week at $55 each, that will result in $11,440+ per year in additional income. A similar formula can be created for brow-shaping services.

3. Defining your spa culture. Branding your business and creating a strong company culture allows you to achieve growth in your business. You naturally will gravitate toward what you focus on—what is your ultimate goal and what are your expectations? Use words that fit who you are.

4. What USDA organic means to you and your clients. Following are a few factors that you should keep on the forefront.

  • Pay attention to companies advertising the USDA Organic seal.
  • It does not necessarily mean that all their products are USDA Certified Organic.
  • In some cases, only a few select products are truly certified organic.
  • Observe what is offered.
  • Beware of products that contain a high percentage of water base, fillers and preservatives. Water is the perfect medium for mold growth.
  • Beware of manufacturers claiming “natural” preservatives, such as honey, lemon, potassium sorbate or sodium benzonate. Understand your ingredient list and recognize any misconceptions or side effects.

5. Understanding stem cells. Recently, research into using stem cells— both human and plant-based—has increased. It is important to understand why this category of ingredients is compelling to the skin care industry.

6. How to use C-corporations as a business advantage. According to Advanced Education Conference Program presenter Larry Oxenham of the American Society for Asset Protection, “If you are in a federal tax bracket higher than 15%, you could reduce your taxes by setting up a Nevada C corporation and having up to $50,000 of your income flow to this corporation, which has no state income tax and has a federal tax rate of 15% on the first $50,000 of taxable income. Your corporation can retain these earning so you are not double taxed. This is one strategy you can use to spread income. If you had a personal marginal federal income tax rate of 28% and a state income tax rate of 7%, you would pay $17,500 in federal and state income tax on that $50,000. If this $50,000 flowed to a Nevada C corporation instead, you would only pay the federal corporate tax rate of 15% or $7,500, saving you $10,000 in taxes.”

7. Educating the client. Tracy Drumm of IF Marketing offers the following formulas for success.

  • WIFM—What’s in it for me?
  • TOIB—Teaser, offer, immediacy, brand
  • SIMPLE—Staff education, image, medical credentials, patient education, loyalty and retention, external

8. Being active in industry regulation. To be successful as a skin care professional in today’s industry, it is necessary to become more aware of the regulatory issues that affect how you provide services. Do not forget that regulation of the profession is provided by state regulatory boards, and that, as science and technologies evolve, so must you.

9. Offering results-oriented and whole body wellness-based products and services. You know that the spa is no longer for pampering—it’s an extension of your clients' health and well-being. Team your treatments with effective at-home products to give your clients the lifestyle they deserve.

10. Marketing male intimate waxing treatments. It’s important to reach the male client directly, so one recommendation is to have frequently asked questions on a website section that is directly designed and focused just for men. You need to make them feel welcome and comfortable before they ever even walk through your door.

If you missed all of the action at Face & Body Midwest this year, don't worry ... Face & Body Northern California is coming up soon! Log on to to learn about all the show has to offer, and don't miss next year's Face & Body Midwest, March 9–11, 2013, at McCormick Place West in Chicago.



Face & Body Midwest 2012 Advanced Education Takeaways

Attendees pulled critical takeaways to implement into their businesses at Face & Body Midwest 2012. The three-day conference and expo kicked off on Saturday, March 12, at McCormick Place West, and setting the pace for the weekend was the product-neutral Advanced Education Conference Program. Following are highlights from this year’s Business Solutions, Treatment Techniques, Skin Science and Medical Esthetics tracks.

Business Solutions

Build your Brand, Create your Culture and Grow your Business

Attendees of this session walked away with an understanding of how to start or improve their branding plan and the tools they need to grow their business through building a strong spa culture.

Deedee Crossett, San Francisco Institute of Esthetics and Cosmetology

The Secret Promo Code—A Breakthrough Guide to Growing Your Medical Spa

T.A.G.–Three months out, Action items and Goals! This breakthrough new formula gave attendees a three-step formula for a full year of marketing efforts. Whether starting a new spa or looking to boost your existing business, this simple formula and presentation was packed with over 100 take away ideas that armed attendees with explosive knowledge to reinvigorate spa sales. From the WIFM (what’s in it for me) approach to the TOIB (teaser, offer, immediacy and brand) strategy, this lecture served as a Marketing 101 course for the new era of esthetics.

Tracy L. Drumm, IF Marketing

How to Become Invincible to Lawsuits and Save Thousands in Taxes

This session covered proven and effective strategies to achieving financial peace of mind by learning how to properly structure assets to become invincible to lawsuits, save thousands in taxes and eliminate all estate taxes. Attendees learned techniques most advisors are unaware of.

Larry Oxenham, American Society for Asset Protection

Not Your Mom’s PR: How to Manage Your Reputation in the Digital Age

Public Relations is not just about media mentions and feature stories. It’s also about managing your reputation and social media outlets provide the ideal opportunity to engage and connect directly with your customers in the digital world.

Darlene Fiske, The Fiske Group: Public Relations and Marketing Strategies
Debra Locker, Locker Public Relations

Treatment Techniques

Health Challenged Skin: Common Issues Facing Clients and the Effects of Skin Care Treatments

The future of esthetics provides us with a unique partnership in the overall health of our clients, coaching them for optimal health and wellness; it broadens our client base and provides personal satisfaction beyond measure.

Elaine Sauer, Industry Consultant

Expanding Your Services With Makeup Applications & Lessons

Attendees discovered advanced makeup techniques including how to determine everyone’s best makeup colors, selecting the perfect foundation and contouring tips, plus improved their beauty knowledge to confidently add makeup applications and lessons to client services.

Donna Mee, Donna Mee Inc.

The Healing Art of Kundalini Massage

This session was designed to teach the theory and ideas behind this specialized massage along with the techniques to properly work with Kundalini.

Beata Luberda-Goodman and Laura Fields, New Age Spa Institute

Men’s Intimate Body Waxing

This class is designed to inspire and re-energize your intimate body wax business, and how to market this service to men.

Andy Rouillard, International Beauty Systems Group

Skin Science

Stem Cell Technology and the Skin

Attendees learned more about the latest innovations in topical stem cell technology and how these exciting ingredients can be incorporated into preventative and corrective skin care.

Ivana Veljkovic, PhD, PCA Skin

The Epigenome: Where the Environment and Genome Meet

The epigenome is the genes' manager. Epigenetics is how genes are expressed. Aging is believed to be largely a result of the wrong genes being turned on. Clock genes are how and why skin changes from morning to night because they control the circadian rhythms of skin.

Rebecca James Gadberry, YG Labōratories

Inflammation and Skin Aging

The bottom line of aging: Chronic (daily) invisible (subclinical) inflammation sustained over a lifetime is the underlying cause of aging. This means aging can be slowed and some forms may even be prevented.

Michael Q. Pugliese, Circadia of Dr. Pugliese

Telomere Aging and Skin

Losing stem cells is more detrimental than losing differentiated cells.

Christine Heathman, GlyMed Plus

Medical Esthetics

Subliminal Difference and Powers of First Impressions

Subliminal Difference uses an evolutionary approach to guide treatments—relying on humankind’s innate desires for beauty shaped over millions of years. It was designed using non-surgical treatments to strategically improve physical appearance along with self- esteem, resulting in the immediate projection of a more attractive first impression.

Jack Arkins, True University Esthetics

Bringing USDA Certified Organics Into the Medical Esthetics Field

Learn about the ORAC score (Oxygen Radical Absorbance Capacity), the antioxidant Kakadu plum and how you can be one of the first facilities in the world to offer a USDA-certified organic facial in combination with medical technology.

Niko Papadatos, Niko Cosmetics

Cosmetic Medicine and Esthetics—The 5 Trends You Need to Know

Attendees of this session will take away information on how estheticians can play a role with the current trends in Cosmetic Medicine while staying within their scope of practice.

Terri Wojak, True University Esthetics

Oncology Esthetics: Our Role as Estheticians

Certification in Oncology Esthetics provides the only knowledge and credibility to safely service individuals that have been affected by cancer. Remember: 1 in 5 people will be diagnosed with cancer this year.

Jean Schmitz, Touch for Cancer Online

New Product Launches From Face & Body Midwest 2012 Exhibitors

B & B--Belleza & Beauty

RadioFrequency features six separate attachments for face and body treatments for quick facial and body lifting. 877-411- 7766

B. Bronz

Clearly Bronz is a professional tanning solution that is completely clear when applied, resulting in faux tan within eight hours, leaving no residue and infused with skin care ingredients to help repair UV-damaged skin.


Face products help stimulate the skin for rapid changes, helping improve the appearance of fine lines, wrinkles and age spots, as well as elasticity and collagen production, texture and skin hydration. 800-366-2181

DermaQuest Skin Therapy

K-Q10 Rich Moisturizer helps increase moisture retention, improve the appearance of fine lines and signs of aging, delay the onset of aging, scavenge free radicals and exfoliate the skin. 800-213-8100

Eminence Organic Skin Care

Coconut Firming Body Lotion is an anti-aging body moisturizer that helps rejuvenating aging skin with plant-based hyaluronic acid, natural retinol alternative, green apple stem cells and Biocomplex. 888-747-6342

GlyMed Plus

The Global Skin of Color Manual, developed by company founder Christine Heathman, helps explain the differences in both structure and function of global skin types, and how to successfully treat their conditions. 800-676-9667

Green Envee

The Rejuvenating Body Oil line is free of genetically engineered ingredients and is hypoallergenic, helping soften skin, enhance mood, provide energy and promote cell tissue regeneration. 888-800-5772

Mole Detective

Mole Detective is a smartphone app the uses software to calculate the symptoms of melanoma, helping clients track their moles easily at home, helping drive awareness of melanoma and save lives through early detection. 513-256-0362

Nature Pure Labs

Hippophae Hydration Balm helps provide lasting moisture, nourishment and protection to help revive and renew a beautiful complexion, including emu oil and hippophae berries. 212-699-0933

Osmosis Pur Medical Skincare

Restore, a sweet wormwood extract, is designed to help improve and strengthen the body and skin for overall wellness, helping improve aging skin, melasma, hyperpigmentation and age spots. 877-777-2305

Peace Spa Products

Green Tea Moisturizer with SPF 30 features an aloe-based moisturizing formula that helps deliver UV-production with wrinkle-reducing peptides to help reduce fine lines and delay the signs of aging. 800-949-1211

Raw Skin Care

The Facial Aromatherapy Bar offers seven organic carrier oils, including the Signature Blend, Safflower, Sun Flower, Jojoba, Extra Virgin Olive Oil, Sesame and Avocado, that can be added to most skin care products. 847-823-1727

Rhonda Allison Cosmeceuticals

The 12 Flower Mask includes a blend of flower acids, vital antioxidants and essential nutrients to help moisturize, lighten and fight free-radical damage. 866-313-7546

Sella All Natural Skincare

The Premium Facial Cleansing Brush is a luxurious brush that helps create a rich, cleansing lather while providing gentle exfoliation. 630-406-9281

Face & Body Midwest 2012 Photo Gallery

Check out the action from Face & Body Midwest 2012 in Chicago! 

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