|Are You Offering Your Clients The Very Best In Microdermabrasion Technology?
|Your Clients Expect Up-To-The Minute Beauty Treatments From You . . . Can You Deliver? Or Are You Losing Clients To Your Competitors?
From: Cherie Butler, Mermaid Waters, Australia, November 1, 2008
Dear Fellow Beauty Therapist,
How"s your business doing? Are you turning away clients because you can"t keep up with the demand for your services? Or is your business plodding along at a less-than-ideal pace, or worse, languishing because of limited services and outdated technologies?
There"s something I want to share with you today that may change the way you look at your business.
The beauty industry has changed dramatically over the past 20 years, and we"re all in the position of keeping up with the trends or being left behind.
So the question is: where do you fit in?
If your business isn"t doing as well as you"d hoped, this may be the most important letter you read this year.
5 Reasons Why You Need To Keep Up With Current Beauty Technology
1. Your clients today are far better informed than in previous years.
Beauty clients are very savvy about the various beauty treatments available to them. The women"s magazines and current affairs television programs bombard women (and men) with all the latest advances in the burgeoning fields of anti-aging and beauty technology. Twenty years ago, a beauty therapist could offer clients a feel-good facial, with soothing background music and a candle or two, giving them the sensation of being pampered and indulged, and having them walk away feeling satisfied. This is no longer the case.
Today, clients come into your salon knowing exactly what they want and expecting you to deliver. They"ve read about a new treatment so they phone you and say, "Do you offer this?" Or " This is what I want!" Whether these benefits are exaggerated by the media or not, your client expects you to either provide the service or give them some pretty convincing reasons why you don"t offer it.
2. More people are determined to defy the aging process.
We have generations of people today Ð²Ð‚â€œ from baby boomers to Generations X and Y members Ð²Ð‚â€œ who don"t want to age in the same way their parents have. So the beauty industry is no longer just for the wealthy or "self-indulgent" Ð²Ð‚â€œ it"s increasingly sought out by a wide range of people. One obvious sign of this shift in attitude is the rapid increase in the number of people seeking plastic surgery procedures. Most people want to keep aging at bay for as long as possible, and they want the most effective methods for doing so. Your business needs to keep up with these trends.
3. Beauty technology is rapidly improving.
Many of the procedures that are popular today Ð²Ð‚â€œ including microdermabrasion Ð²Ð‚â€œ have actually been available in the beauty industry for a decade or more. But the big difference now is that the machines are becoming more sophisticated. The technology is improving with every passing year because manufacturers recognise the growing market for this kind of technology, so they"re chasing a larger market share by producing the best machines. They want to ride the wave, so there"s a lot of money being invested in research and development. Manufacturers launch new models every year that strive to outpace the competition.
4. Consumers want alternatives to plastic surgery.
Because consumers are more educated now about what"s available, there"s a big shift towards non-invasive types of beauty treatments. People are aware that plastic surgery isn"t the only alternative if they want to look better. These treatments can be used in conjunction with plastic surgery or often as an alternative.
As a result, plastic surgeons are now offering these non-invasive treatments in addition to surgical procedures, competing directly with beauty salons and beauty therapists. So we"re losing a lot of custom to them. We need to offer the same non-surgical treatments, but in the much more relaxed setting of a beauty salon or home studio. Another plus is that we can afford to offer these services at lower rates than most plastic surgeons charge.
5. Is this a potentially new business for you?
In addition, you can create a new income stream by offering microdermabrasion as both pre- and post-operative treatments for clients undergoing plastic surgery, particularly face lifts. I work closely with several plastic surgeons who recommend their clients do a series of microdermabrasion sessions with me, both before and after the surgery. This is a lucrative and expanding market that you should definitely consider if you offer microdermabrasion in your practice. But before approaching surgeons, you"ll need to have the latest and best technology.
In 25 plus-years in the beauty industry, I"ve seen fads come and go. I"ve seen waxing procedures that irritated the skin, depilatory methods that encouraged hair to grow back coarser, electrolysis that was ineffective.
I"ve also witnessed the amazing advances that have occurred over that time period, advances that appear to be accelerating. And I must say, in my experience with thousands of clients over those 25 years Ð²Ð‚â€œ both in the four salons that I owned and operated, and those I worked in or subcontracted my services to Ð²Ð‚â€œ I"ve found microdermabrasion to be the most effective treatment by far for rejuvenating the skin.
The Pitfalls Of Choosing The Wrong Machine
In the past 5 years, I"ve had the chance to use a number of different microdermabrasion machines and I"ve learned that quality counts on a number of different levels.
When you"re working with an inferior product, here are some of the problems you"re likely to encounter:
1. The unit may be too large or unattractive, detracting from the look of your workplace.
2. The lead from the unit to the tip of wand can be too long, causing the crystals in the lead to clog.
3. The unit may not be portable, so you"re confined to using it in one room only.
4. The model may not include a humidifier, which is essential to keep crystals dry so they don"t lump together and cause uneven and uncomfortable abrasion.
5. The quality of the crystals may not be high enough to ensure even abrasion and minimal damage to the skin.
6. An inadequate pumping system means the machine doesn"t provide the settings necessary to treat severe acne scarring and stretch marks.
7. An inadequate design may result in frequent clogging of the pipes, both the one sending crystals to the skin and the one removing dead skin cells. The result is that you"ll waste time cleaning the unit every couple of days instead of weekly.
8. Some machines are just too complicated to maintain easily Ð²Ð‚â€œ you may feel like you need an engineering degree to maintain them.
9. Poor quality machines can be less cost effective if you need to replace crystals and parts more frequently.
What To Look For In A Microdermabrasion Machine?
A quality microdermabrasion machine needs to include the following:
Some clients prefer the diamond head, others the crystal. You need a machine that includes both.
Disposable Heads or Nozzles
This is absolutely essential if you want to maintain the highest standards of hygiene.
You don"t need to spend too much time between clients cleaning your machine. You need a low maintenance model.
To compete with plastic surgeons offering a microdermabrasion service, you must offer a medical strength machine.
If you have a client who can"t come to your salon for some reason, you need a machine that you can easily pop in your car for a home visit. You can charge a premium for this service. You also need the convenience of being able to easily move the unit from room to room in your workplace.
Inexpensive to Run
Your machine should cost around 50 cents per treatment so your profit is maximized.
This is a key component in ensuring the effective flow of crystals and preventing clogging problems.
In-House After-Sale Service
You and/or your staff will need training on the machine so this service is a must.
Well known uses:
Fine lines and wrinkles around the eyes and mouth
Severe acne, skin breakouts or post-acne scars
Uneven skin color, brown patches or sun spots on the face, arms and legs and torso
Dark circles under the eyes
Smoking lines around the mouth
Dull lifeless skin
How Does Microdermabrasion Work?
Microdermabrasion offers your clients two distinct skin rejuvenation treatments. The initial procedure revitalises the overall look of the skin by drawing lymph and blood flow to the surface, stimulating the production of collagen at the same time.
The second part of the treatment improves the quality of the skin by sloughing off the dead surface layers, allowing fresh new skin to replace them.
Treatments generally last 30-60 minutes and are spread over several months. You can offer 6-session packages to serious clients at a special rate. This results in a savings for the client and ongoing business for you.
Most of my clients are so impressed by the results that they opt for a 2nd and 3rd 6-session package.
|What is Microdermabrasion?
|Microdermabrasion is a new, painless cosmetic treatment that provides an alternative to the discomfort and risk of traditional cosmetic dermabrasion, chemical peeling or cosmetic surgeries.
Microdermabrasion, sometimes called Lunch Time Peel, is a non invasive, gentle process of "sand blasting" across the skin with inert crystals to remove surface facial lines,wrinkles, sun damage and pigmentation.
This procedure enables the dead cells to be abraded and then whisked away by vacuum suction. New skin growth is subsequently stimulated, leaving your skin smoother, brighter, firmer and with a course of treatments, blemish free.
The microdermabrasion process, first developed 15 years ago, has since been fully
researched and tested by the European medical profession and is now being administered in full safety in the comfort of progressive medical and cosmetic practices.
The procedure is perfectly hygienic, painless and safe. It is an in and out procedure sometimes referred as lunch time peel because the procedure can be suited to the patient special concerns and does not require immobilisation.
For treatments experienced during working hours the patient can even apply make up after the treatment. Depending on the skin problems to be treated, the level of exfoliation can be adjusted so that the treatment is pleasant or tolerable. A slight redness will fade within one to twenty four hours depending on the strength of the treatment chosen by the patient in consultation with the practitioner.
The benefits are multiple and the results outstanding.
Gentle exfoliation for tired dull skin
Congested skin with open pores and comedones
Acne prone skin
Deeper frown lines and lip lines
Sun damaged skin
Pitting from acne Scar blending and improvement
Skin blemishes from ingrown hair
Blackheads, unclear complexion
Special added benefits:
Immediate visible results
It gives youth brilliance and tonicity to a dull and stressed looking skin
It increases micro circulation bringing nutrients to the skin
Improves the appearance of all imperfections
Increases 4 to 5 times the penetration of serums and creams
Programs and maintenance:
Benefits will be visible after one treatment, however a program will be advised depending
on skin conditions and goals that the patient wants to achieve.
The microdermabrasion technique is not an overnight fix for skin problems but a gradual
removal process of dead skin and imperfections with the promotion of healthy new skin.
Once you have attained your goal, a monthly maintenance is recommended.
Patients with no major concerns will also greatly benefit from the procedure. Their skin will be brighter, firmer, clearer and healthier.