The Business of Beauty

Over the past few months I have been all over New Zealand doing a series of retailing seminars. An integral aspect of my message is the importance of conducting a thorough skin analysis for clients as part of the retail sales process. The obvious connection is that by telling and showing the customer what the condition of their skin is like, then they will want to buy the products you recommend to improve it. However, I believe that by conducting a skin analysis you are actually doing and saying a whole lot more.

Let me explain…..

Become an expert.

Beauty therapists are experts in the skin. There are very few people in your community that know more about the condition and care of the skin than you do. Certainly we know that our customers don’t. They don’t know the difference between dry or dehydrated skin, what is healthy oil flow or not, they have no idea what is causing their acne and they turn to us for help. This makes you an expert. One of the easiest ways to demonstrate your expertise is to conduct a full diagnostic skin analysis. It immediately places you in a position of expertise and control.

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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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