Today’s modern beauty salon has changed dramatically, even over the past few years. Technology has given us wonderful new equipment like IPL and micro-dermabrasion, products are loaded with powerful anti-oxidants and our knowledge of how these fabulous products interact with the skin has improved substantially. Add to this the increased awareness of our clients through a myriad of lifestyle magazines and television shows and it is no surprise that professional aestheticians are under enormous pressure to continuously improve their skills.

I believe that one of the most important sets of skills are those concerned with skin analysis. It is obvious to everyone that we must all be adept at reading the skin and recognising conditions before determining the best method of addressing these concerns. That goes without saying. But the role of the skin analysis as an integral sign of our professionalism has become more important than ever.

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I was recently visiting the salon of one of Australia’s leading consultants up on the Sunshine Coast and watched his team at work. It quickly became apparent that his salon’s point of difference wasn’t impressive marketing or competitive pricing or even the design or decoration of his salon. It was clear that his clients viewed his team as real experts in skin and they were attracted to the salon because of the professional approach they took to skin analysis, treatment selection, programming of in-salon treatments and recommendation of home care. Their perceived expertise was their point of difference over a number of very well established and successful opposition in the local area. It got me thinking about how many salons really don’t take this aspect of their treatment regime seriously enough and how much business they are missing out on as a result.

The first thing I noticed on my visit was how the “Diagnostic Skin Analysis utilising a revealing Skin Scanner” featured on advertising and the price menu of the salon. It was obvious that this was a place that is serious about skin care and had the equipment to highlight this fact. From the very first impression of this salon, clients had an expectation that they would receive expert advice.

Apon arrival new clients fill in a comprehensive medical report, again giving the appropriate impression of seriousness. Existing clients are aware that the staff have their file on hand and are referring to past notes to assist them with their treatment selection. The skin scanner is then utilised to confirm the client’s skin condition. The customer is in no doubt that her therapist is in charge, knows what she is doing and is very well trained.

One of the interesting aspects of this whole emphasis on professional skin analysis was that right from the beginning of the process the therapist is taking charge of the treatment. Instead of just walking a client through to their room and chatting about the weather or what’s happening at the local school, the therapist takes control of the conversation and is able to maintain a professional focus. I was intrigued that it was here at the beginning of the treatment that the therapist basically sold the client their home care and discussed their in-salon programme guaranteeing a rebooking.

This makes perfect sense because it is here that the client is listening to every word her therapist is saying. After all she is discussing her skin. If ever there was a time you had a client’s full attention it would be whilst you are looking at, prodding and feeling their skin. For a young therapist it is the perfect opportunity to show off their expertise and win over their client’s respect despite their youth.

Basically the therapist is using the treatment to reinforce their expert advice and recommendations rather than the conventional process of choosing a treatment then discussing what was used in an effort to sell retail after the treatment. So many clients shuffle out of the treatment room half asleep, searching for wallets and car keys and checking their watch to see if they are late to pick up kids. This is therefore not the best time to be talking about products, their ingredients or rebooking for another treatment. They are not as responsive and it is clear that this is a last ditch effort to sell them something. Discussing products at the front counter with someone who just wants to go home doesn’t lend itself to the same professional dialogue as when clients are hanging on every word at the skin analysis stage.

Of course, essential to the success of showing off this expertise is a commitment to continuous training. The obvious confidence displayed because the staff have been well trained in skin structure and function, skin conditions and product ingredients, in turn instilled confidence in the customer that the advice they were receiving was correct and in their best interest.

In short, the skin analysis is the perfect tool to show off the professionalism of the salon. It is the ideal time to sell retail, rebook, up-sell the treatment and show off the expertise of the therapist. Too many salon owners are neglecting vital training in this essential aspect of beauty therapy and consequently therapists are glossing over the skin analysis protocols in their facials. Instead of being the expert, looking at the skin, asking about the clients primary concerns and making educated recommendations, therapists are allowing their clients to choose their own treatments despite knowing very little about their own skin.

Being recognised as the local experts in skin care can prove to be a wonderful marketing advantage for salons. Yet so many simply go through the paces of doing a facial without taking full advantage of this terrific opportunity to show off the expertise of their therapists.