Based on our 3+ years in the distribution business and working with countless esthis--both established and starting--here is what we recommend to the newly licensed, the esthi opening her/his own space, or the spa wanting to diversify.
First, The Considerations
What type of clients/services do you anticipate? If you're in a college area, for example, investing in a lot of anti-aging products (in the beginning) might not be as wise as investing in acne or lash/brow services. Research your area. What types of services are others offering? Use that to diversify yourself. Maybe there's a treatment that would stand out from the others.
It also could be helpful to think of some menu offerings, and then pick products that can be used in several of them. This might be a more pragmatic way to decide on products. In short, establish your menu offerings first, and then pick products to fit.
The Recs
1. Versatile, from beginning-to-end, backbar facial products. In other words, products that you can perform a full "relaxing/hydrating" facial. We like the Fau Pumpkin line, as it's a full treatment, offers great results, and can be used on many types of skin. The sizes are also very large, so perfect for backbar (more complete protocols coming from Fau soon, too!) Or the Bravity Stemcell products, as they're a complete treatment and can be retailed. Here's an example of what that treatment might look like.
There are other variations that can be made for the protocols, too.
2. An Acne Treatment. We love The Omega Green Treatment Protocol. This treatment uses chlorophyllin copper complex and pure allantoin powder to accelerate the healing process. We use this as our Step 1 acne treatment and for anyone with rosacea or in need of barrier repair. It's pretty versatile. It requires LED, so that's something to keep in mind if that's not a possibility. With time, you may decide to invest in brand-specific acne protocols, but this is a great treatment to offer for results and uniqueness. It's a bestseller for a reason!
3. Several superficial or medium depth exfoliating peels to provide pigmentation, aging, and skin clearing results without concentrating too much on aggressive peels or niche, brand-specific peels.
Zena's Lactic 30 pH 3 provides hydration, a gentle exfoliation, and has proven brightening effects. Can be used as a stand-alone protocol with multiple layers, or as a facial treatment with 1 layer.
Zena's Mandelic 15 pH 2.4 is known for its treatment of acne, especially in skin prone to PIH.
Fau's Bakuchiol Peel harnesses the antioxidant effect of bakuchiol, an anti-aging ingredient and promotes collagen synthesis and skin regeneration just like retinol. Can be used in combination with a facial treatment and with dermaplaning. Pregnancy safe.
4. Concentrated professional serums/ampoules to target specific skin concerns. Zena's ampoules are our go-to, due to their simple, effective ingredients. Most use a needling device (like our Reset Dermal Needling Pen) to either nano needle or microchannel into the skin. I want to be clear, an additional device isn't required, but it does increase the serum's efficacy by increasing penetration. A needling pen that can microneedle or nano needle is ideal, because it accounts for changing state esthetics rules. Similarly, any other modality that aids in product penetration would work, too. The Zena serums can be kept in a beauty fridge for up to 3 months once opened, making the likelihood of waste low.
Of course, there are countless recommendations I could make based on so many considerations, but this is a great starting point, and will allow you to treat a variety of skin in a plethora of ways. My mind is spinning thinking of the possible customizations that could be made with just these products (Bakuchiol Peel, Nano needle the Zena's Botox Alternative ampoule, seal it in with the Pumpkin Modeling Mask over top). This would provide a great plumping/lifting effect and improve skin's texture.
I hope this helps! I know, it's a lot! But so exciting. Start slow and know that not all decisions need to be made at once, and sleeping on it is never a bad idea. =)
In skincare & business (with a budget in mind),
Julie
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1.) Increase the intensity by mixing with Zena Toner.
There are situations where mixing with only water is recommended (first treatment, armpits and bikini areas--until understanding how skin might react), but by incorporating toner, we can control the introduction of acids. You might only add half water and half toner, or all toner; this will allow you to control the introduction of the multiple acids in the toner.
2.) Add a Zena serum/ampoule to further target the skin concern.
The Zena ampoules are concentrated, have simple ingredients, and are proven to treat as indicated. For example, after the algae has been left on as a mask, rehydrate the algae by applying the ampoule on top and gently massaging, then remove. (Just ensure you're accounting for this in the amount of time you're leaving the mask on). The--new and improved--SM Refit Scars and Stretchmarks ampoule would be ideal for textured scarring; the Pro Whitening for pigmentation concerns; and the Botox Alternative for fine lines and plumping. We also like to apply additional ampoule at the conclusion of the treatment, once the algae is removed and before post treatment gel and SPF.
3.) Use Multiple cold towels for removal.
Using a clean towel, submerged in clean cold water is usually one of clients' favorite parts. Apply to face and leave for 3 minutes. After the algae loosens, remove with towel (and additional cold sponges, if necessary). After removing, repeat with another clean, cold towel and leave for 10 minutes. Do not massage, just spray clean water on towel to keep the towel wet. Remove and apply gel and SPF. This reduced redness and skin temperature greatly. If you turn the algae peel into more of a treatment, this would be a time to perform scalp, shoulder, or hand/arm massage.
4.) Apply post treatment gel with derma coolers, or another cryo tool.
This is a much-desired cool down after the feeling of spicules. I've also soaked a gauze mask in a mixture of water and post treatment gel and applied after placing in the fridge for awhile (maybe a little extra). BUT, I'm always looking for ways to make the not just the results enjoyable, but also the experience--especially for the cost of the service.
We always love to hear from you! Let us know what you do!
]]>In the fast-paced digital world, having a robust online presence is essential for any esthetician. Start by creating professional profiles on major social media platforms such as Instagram, Facebook, Pinterest, and LinkedIn. Use a consistent and appealing aesthetic across all platforms to strengthen your brand identity.
Social media is a visual playground, and as an esthetician, you have the advantage of captivating your audience with stunning visuals. Share before-and-after photos of your clients, showcasing the transformative effects of your treatments. Additionally, create informative and engaging videos that offer skincare tips and product recommendations. Also, think beyond “just esthetics” when it comes to what you share. For example, what do you do in your free time? What goes into packing your retail orders? What does your booking process look like? What other business/places are around you? How did you choose this career? Was there a recent faux pas that happened during a treatment? You’d be surprised what people find interesting.
Building a loyal online following requires active engagement with your audience. Respond promptly to comments, direct messages, and inquiries. Encourage interaction through polls, Q&A sessions, and live streams. Engaging with your followers fosters a sense of community and trust, making them more likely to become your clients. Always stay professional and out of the drama, too.
Hashtags are powerful tools for increasing your visibility on social media platforms. Research and use relevant hashtags that are popular within the esthetics community and among your target audience. This will make your content more discoverable and attract potential clients to your profile. But, like with a lot of social media, things are always changing! So stay in the know.
Partnering with influencers and complementary businesses can expand your reach to a broader audience. Identify influencers whose values align with your brand and collaborate on content or promotions. Additionally, consider partnerships with hair salons, skincare product brands, or massage therapists to cross-promote each other's services.
Contests and giveaways are effective ways to generate excitement and engagement on your social media platforms. Host a contest where followers can win a free skincare session or a discounted package. Such initiatives can attract new followers and turn them into loyal clients.
Embracing social media as an esthetician can be a game-changer for your career. By building a strong online presence, showcasing your expertise through visuals, engaging with your audience, and utilizing strategic hashtags, you can attract more clients and elevate your esthetician career to new heights. Additionally, collaborating with influencers, hosting contests, and consistently providing valuable content will further solidify your position as a sought-after skincare expert. It can be overwhelming, and we’re never going to be perfect at it, so have fun and be authentic and clients will recognize that.
]]>Here are some of our favorite Matrigen cocktails:
Hydra Cellular is a unique formula that can be used alone, or as a base when mixing ampoules together. The main ingredient is distilled lotus flower water which contains remarkable amounts of potent antioxidants, flavonoids, polyphenol, and vitamins.
It's as if these ampoules were made for nano needling; of course, with our Reset Skin System device. This helps deliver the ingredients deeper into the skin, and provides a gentle exfoliation.
We recommend mixing with a little Hydra Cellular for an antioxidant powerhouse, then with a little Vital Intense to encourage cell regeneration.
For clients with acne, we recommend sticking with the Acne-Free ampoule. It's the only truly acne-safe, treatment from the Matrigen ampoule line. With this ampoule, you can nano needle (not over inflamed skin), apply under an acne safe jelly mask so the mask creates a sort of "seal" and aids in penetration, or apply with an iontophoresis device.
Vital Intense contains PDRN, a DNA extracted from the sperm cells of salmon (yes, you read that correctly) and has incredible regenerative properties. Ideal for clients with compromised skin barriers, or those looking to fight signs of aging.
Often, I will mix the Vital Intense with the Hydra Cellular. They're the perfect compliment to one another.
This could also be combined with the new additional to the Matrigen Ampoule fam, the Azulen, to increase the calming factor.
Azulene Relaxer (admittedly a silly name) is packed with Centella Asiatica Leaf Water and Madecassoside to calm the skin. Despite it's beautiful blue color, it's not all about looks. This ampoule can be used alone, or mixed with any of the Vital, Hydra Cellular, or Gluta. If the skin's barrier is healthy, this ampoule can be nano needled into the skin. We recommend, however, applying as a serum, or adding it to a soothing mask. It can also be retailed as a serum.
Sample (General) Facial Protocol
1.) Double Cleanse
2.) Tone/GENTLE Exfoliation step
3.) Create cocktail based on skin need and nano needle into the skin.
4.) Without removing the product, apply a suitable mask. Remove.
5.) Facial massage, finishing products
Pro Tip: Mix any remaining ampoule mixture with serum before moisturizer.
We'd love to hear your favorite customized cocktails in the comments!
]]>Please don't make us say its name, but we're happy it's in our skincare. Native to Southeast Asia, Houttuynia Cordata, AKA fish mint or rainbow leaf, has a long
history in traditional Chinese medicine. It is often eaten as a leafy vegetable, or its leaves are dried and used for Japanese and Korean teas.
As for its importance in skincare, the main active components in the plant are called flavonoids. Houttuynia cordata specifically has a fair amount of polyphenolic flavonoids, all of which display anti-Inflammatory, antioxidant, and antibacterial properties. Quercitrin (one kind of flavonoid) has also been shown
to decrease damage from UVB rays, which we always welcome.
Where You'll Find it:
Matrigen Detoxifying Mist
KRX All-Day Repair Cream
AKA Cica, Gotu Kola, Asiatic Pennywort, Centella has been a staple in traditional Chinese medicine. In fact, ancient monographs depict its wound healing and memory enhancement effects. Grown in swampy areas and known as an
"invasive"plant, its contribution to skincare is described much more favorably.
Ultra-soothing and reparative, it has as many antioxidants as green tea and has been calming skin for centuries.
What makes Cica great for sensitive skin is its ability to calm inflammation, itching
and irritation. The benefits of Cica come mainly from its primary active components: saponins.
The four main skin-loving saponins in Cica are: Asiaticoside, Asiatic Acid, Madecassoside and Madasiatic Acid. These saponins have very similar characteristics - they all contribute to Cica's exceptional healing and antioxidant properties, primarily due to its ability to trigger collagen production and reduce inflammation.
Where You'll Find It:
O'melon's HC Mask
Skinbolic's Nutrivital Cream
Put simply, not all ginseng is created alike. When it comes to ginseng in skincare, we root for (shocker) Asian Red Ginseng. Known in Asia as the "root of immortality", Red Ginseng is planted deep in the history of herbal medicine. While all ginseng possesses anti-oxidants, Red Ginseng is processed with its peel on; unlike its step-sister, White Ginseng, which is peeled and dried. In short, this makes the Red more potent. Without getting into the weeds, Red contains higher amounts of ginsenosides, the active ingredient known for its healing properties. Who it benefits? Well, everyone; but primarily those wanting a healing, anti-aging ingredient. Which is definitely us!
Where You'll Find it:
KRX Intensive Neck Cream
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This is uncomfortable for me, but for whatever reason, I find it necessary. Kin Pro really was (and is) a special project for me. Maybe not at first, but the more time I invested, the more I cared. I was fresh off the plane from a 2 year assignment in Japan, blurry-eyed and culture-shocked. Really hadn’t thought beyond moving into our house and getting our belongings shipped back. And, well, Covid. A friend and former coworker approached me about an idea she had. I asked a lot of questions. Her enthusiasm and focus was contagious. “OK, let’s do it!", I said.
I was teaching high school English. But, like with many educators, I needed a break. I made the unpopular decision to leave my teaching job. The amount of time I was spending dealing with adults and not students was too much. What next? I’ve always loved makeup and have done it since I can remember, so thought, I’ll just go randomly apply to a spa/salon in Cincinnati, where I was living. Soon, I was taking makeup classes with the owner (a forever mentor!) and learning everything I could about the industry. General manager, makeup artist, hundreds of product trainings…it was life-changing. I worked with those friends through my wedding, birth of my son. It made the move from Cincinnati that much more heart-breaking.
Then, a move to Michigan (husband’s job…it’s hard to pass up those benefits), a new job at a spa/salon. I didn’t know anyone. Worked my way up to buyer, helped interview countless service providers, spray tanned a ton, a lot of makeup. It was fun and I learned a lot.
Japan, 2 years of going back to teaching English, raising a 5 month old and 4 year old there. Come back early, thanks, Covid…Then, I’m chatting with an old friend about a business opportunity.
As I said, Kin Pro grew into something I had to see succeed. There was also a huge learning curve in the beginning, as I had helped operate businesses, but never owned one. Anyone remember the bamboo rounds we used to personalize with logos? Printed from my upstairs office with the formatting help of my husband. It was so fun, but talk about working harder, not smarter. Some of the first deliveries were piled on my porch; the neighbors, for sure, thought we were joining a cartel.
I’ll never forget sitting on my couch and cold-calling a manufacturer in Korea…led to our first contract. Deciding on a name. Writing countless taglines, translating lots of Korean, creating trainings, hundreds of reels, hiring our first employee, laying every damn plank of flooring in our new space (then subsequent chiropractor visits), thousands of emails (sometimes I can’t remember your names versus your spa names!). I love(d) it. It was exhilarating, both the business growth and my biz partner’s relationship. As with all highs, though, there is a come-down. I’m as shocked as anyone to be where we are now. When a separation seemed imminent, I couldn’t walk away from all our hard work, just to start something new and identical. And, to be clear, none of this was a result of one party choosing to walking away.
So, after lots of tears, sleepless nights, legal…I am now the sole owner. I made many mistakes, still will; but I chalk it to wanting a different path when encountering the fork in the road. The business and dream live on.
Kin Pro will have a different name…but other than the name, not much different. For sure, though, the support, attention to detail, and obsession with modern skincare will remain. A spa, new products, creating a team with a new group of esthis, and the same dumb jokes are in the works. For me, it comes back to teaching, and helping–in whatever little way I can–to navigate this crazy business with integrity and humor.
From 2020 to now, thank you for all the support,
julie
1.) Put Essential Products on a Subscription Plan.
Maybe it’s gloves, gauze, wax sticks; but get those items on shipment automation. Surprisingly, I don’t say this because usually there’s a discount involved with subscription purchases, but because it prevents us from buying a temptation when we intended to buy a necessity. Just yesterday I went online to order my son some pants (a necessity) and guess who now has a pair of cute shoes on the way? This way, you 1.) don't have to remember to order the essentials, and 2.) dodge the bullet of temptation.
2.) Pick a Day to Buy
This also goes hand in hand with Point 1. Maybe you already have an “office” or “non-client day” where you clean, work on your booking site, etc. (ours is Tuesday). Or maybe you don’t and these tasks are squeezed between clients or on the couch at night. Regardless of when you do it, designate a day for ordering back bar goods. How frequently these days happen may depend on how many clients you have, or whether you’re solo or not, but pick a day and stick to it. This allows us to eliminate over-buying due to lack of time. It also pairs with number 1, which is to cut down on the impulse buys. Here’s the scenario: we forgot to spend some time looking through drawers and cabinets to see if we needed 2x2s and swabs. We’re preparing for our first client and realize we don’t have 2x2s. It’s fine, we’ll make it work, but we sit down to quickly order the product and we see they have cool new cryo globes. Throw those in the cart. So now, we’ve ordered $20 of the necessity (2x2s) and $25 of the want (the globes). A micro example, buy you get the idea.
3.) Take Advantage of Sales From Your Go-To Retailers
We all have our favorite retailers (don't tell me if yours isn't us!). At some point, all of them will have sales. Take advantage of it. Even if you have to budget for these sales, do it. For example, I have a separate part of our savings account that I designate for one specific supplier. That way, I can place a bigger order when they have sales or max out their bulk promos. It reduces the cost of each item and therefore, saves money.
4.) Make a Shopping List
Separate it into 3 columns: Needs, Wants, Wishes. (There are a bunch of pre-made templates on Canva). Once you spend some time on this list, you may not need to revisit it often. But, it will help sort out your priorities. For instance, I thought cute mini seltzer waters were a 'Need' (clients need hydration!) but after breaking it down, I could buy water glasses for way cheaper. Sadly, the seltzer went in the 'Wishes' category. This prioritizing will, ideally, remind us when we see that flashy new device that it must stay in the 'Wish' section until we have some extra cash. Which, maybe the extra cash comes from the money you saved from #3?!
The main take-away from all of this is to be more intentional. Plan and think through it and not be so indulgent to our whims. For me, it's easier when it comes to business than personal life. What's the saying, a dollar saved is a dollar earned? A plan and organization can go a long way in achieving this.
In savings and skincare,
Julie
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People respond to a potential savings. It's enticing and often attracts clients to services they've never had or were unsure about before. A discounted service is better than no service at all. For new esthis, some kind of financial incentive could be the only way to fill the books. Some good, loyal clients were created from a discounted deal. Yes, it happens. But you know what's more likely? The worst coupon-chaser clinger clients.
I have really grown to respect service providers who simply never discount their services, or should I say, discount their time. The penny-pincher in me hates this idea. The first thing I do after leaving Target is check how much I saved with my Cartwheel app. But, that's a different thing entirely, which is my point. We can create enticement without an outright discount. The cartwheel app, for example, rewards loyalty. The more I shop, the more I save. They're also way more likely to offer a savings on an item that I will need to replenish, thus making them more money. Occasional skincare product discounts make more sense. They get the product in the client's hand--continuing the service/partnership outside of your spa. This doesn't cost any time, and if we're pricing correctly, we should have some wiggle room.
Discounting a service that will not lead to more purchases/services is a dead end. What are some other ways to get people in the door--not once, but continuously? Loyalty credits/memberships, simple referral incentives. I say simple because I've been hit with some referral program details that read like Shakespeare. Product discounts, free gifts, complimentary add-ons.
People respect us when we are steady and respectful of our own time. I firmly believe that. It can take time, but others learn from consistency and simplicity. If we're charging appropriately, spending smartly, and not constantly knee-jerk raising prices, it can all even out in the end. Increasing cost to ultimately discount is a song and dance I don't want to be a part of.
Respect your own time and money and your clients' and we all win.
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Few things are more annoying in this industry than the dreaded no show. The waiting around, unfilled time, unmade money...ugh. As a result, many of us protect ourselves with pretty rigid and explicit policies to combat it. It's common courtesy to show up to an appointment you, yourself made. That's how we get paid, and people take advantage of our time. We have full schedules and people that want in, so there's little room for such disrespect.
I have to ask, though, what percentage of clients genuinely don't care about your time and money? If they could and everything was going as planned, they'd be perfectly on time for their facial. I bet the latter make up most.
I was at a conference recently and one of the presenters discussed how she didn't have a real cancellation policy at any of her businesses. By "real" or "explicit" policy, I mean one that precedes any booking confirmation, one that has to be "accepted" to move on, or is a lengthy page on the website. This presenter wasn't exactly popular when she introduced this topic to the group. As she explained, though, I totally bought her stance. She discussed, as I explained earlier, that the majority of clients care and want to show up on time for their obligations. But, plans often go awry. Not everyone needs to be bombarded (and yes, I've seen many examples I would call a bombardment) by the consequences of not showing up. The speaker asked a good question: how would it feel if we had some terrible day/situation happen and then got an email saying we owed for our appointment we missed? She explained that in the event someone no-shows/last minute cancels, they pick up the phone and call the person. Um...excuse me, what? Call? They first respond with empathy, asking if everything is ok. Then they might follow up with a text/email. Usually after one time, she said, this never happens again. In a way, because they're being personally held accountable with an empathetic phone call. There are times where habitual offenders have to be put on a pre-pay policy, but said it happens very rarely.
I've been no-showed/last minute cancelled on many times. I've also (gasp) no-showed appointments before. Obviously unintentional, but shit happens. To me, the sympathetic approach always weeds out the good from the bad. We shouldn't assume someone is going to no-show until they do. It's like my mom telling me she trusted me until I gave her reason not to. Ugh...I hated hearing that, but it worked!
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Part 1: A No-Tip Policy
Eeek. I can feel others' discomfort just writing this sentence. This can be a contentious issues for us esthis, as some of us need the extra income client tips provide. I'm not talking about other service industry situations, but one where a portion of the base amount goes to the provider, as in a spa service. Some like to be able to tip, as they see it as a way to express their appreciation. If the service was good, let us know with a little extra. Or, if prices are on the lower side, clients may want to give us the extra they know they'd pay somewhere else?
I think the whole gratuity culture (is that even a thing?) has gotten out of control. This, among many reasons, is the reason we don't accept tips in our spa. If we're pricing well--based on our geography and competition, and minimizing our overhead/product cost, there's no reason to need the extra cash. I mean, sure, who couldn't use extra money? But as soon as you remove that idea from the equation, it's like it never existed. I find myself working harder to provide quality services and connecting with clients when I don't have the idea of extra money hanging over my head. And yes, that's how I see it. Quality is quality and can be rewarded is so many other ways than with money. Honestly, it just makes me feel cleaner. Having lived in countries where its customary not to tip, I found it refreshing. Sure, I paid more for my massage, but knowing I didn't need to pay on top of it was just easier. I showed my appreciation by prebooking and referring people. Nothing guarantees more income like a future visit and new clients.
I know it may not be a popular stance, but it works for us. No decline in revenue and clients appreciate the ease and straightforward approach.
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She was not using cutting-edge esthetic devices, advanced modalities, or trendy products (although she did give a mean facial) she genuinely made people feel cared for, safe. It was a pleasure to watch. The way she approached this business was different. It’s like time with her clients was only their time. No one else mattered. Her appointments weren’t just services, they transcended that. It was a time to catch up, to feel someone’s caring hands--to feel like the world was good again.
I learned from Pam that this business has little to do with skincare. It’s the connections we make, the fact that unlike many other careers, we get to physically touch peoples’ skin. In a world that’s becoming increasingly impersonal, we are right up in there getting personal. Our time with our guests is a little bubble that shuts out everything else. Her success didn’t come from social media or the latest trend, but from people feeling genuinely cared about and wanting to tell others.
When it was time for us to move and I left that spa, I was dreading hugging her goodbye. Lots. of. tears. I learned more from her than any training, conference or youtube video =)
She got it--the importance of the basics: we all just want to feel like we matter.
Being thorough, professional, and personable can go a long way in helping us fulfill every opportunity. Consequently, making our clients happier and us more money.
Never before has my success, my pride, my paycheck been so dependent on how much I work. Frankly, most days there just isn’t enough damn time. It’s the one thing I milk out of everyday. This isn’t going to be about advice or what’s worked for me as a business owner, mother of two, and a wife. It’s more a recognition of the struggle that exists; a pep-talk I’m giving myself because I don’t do it enough. I’m hoping someone else needs one, too.
Is there ever going to be a day where the time and attention (some days, very little) I give my kids going to feel like enough? A time when my son asks me to play with him, and I don’t feel it’s because I haven’t played with him in days? Because I’ve been at the office and he’s the last one left at his after school program? I suspect not. What gets me through it, though, is telling myself, he’s 9. At 9 all you do is ask people to play, right? Then I try (like really hard!) to sit my ass down and focus on some Candyland. I help get him and my daughter ready for bed, read a book, tuck them in, and tell them that no one loves them more than I do. I walk back downstairs, open my computer, and work some more. That’s enough, right? I’m not fucking them up? On a good day I’m able to tell myself that they’re doing great. On a bad day, I cry and email my therapist.
When there isn’t a schedule, or a time clock to tell us to go home, the work doesn’t end. That’s where boundaries come into play. Traditionally, I’ve been pretty good about boundaries–I like my time compartmentalized so I can give everything my attention. Running a business and feeling every success and failure is a result of the time I spent working makes those lines increasingly hard to draw. Sometimes I’m able to close the computer, put down my phone and focus on what’s in front of me. I hear (and enjoy) the funny comments my daughter makes. Now, right here, I’m going to remember those times and understand that they probably happen more than I think. Give myself a goddamn break. My mom worked full time my whole childhood, and never once did I feel cheated. Wish I could travel back and tell her not to feel guilty–I’d be just fine… The clarity years provide… Boundaries and balance: here’s to trying my best to to maintaining the one and achieving the other.
Do male business owners feel the same? If business isn’t good, they’re not working hard enough? And if your kid seems sad, it’s because you’re not spending enough time with them? I’m sure some do. I’d bet, though, not near what women feel. Sometimes I’m good at recognizing this and ignoring the norms we’ve accepted for all these years. Other times, I submit to the idea that they need me more and feel it deeper when I’m not around. What heavy opposites to carry around.
If I’m being honest, though, I truly believe what I’m doing in business and at home is enough. It has to be, because I can’t give anymore, and a day cannot grow longer. Business gain is a result of our hard work, intuition, and the relationships I've created. My kid learning to read, saying they’re sorry, trying a different food, and following (some) rules is also a product of my dedication. May I go to bed tonight remembering that. And even though I may not be the one to drop them off at school, they still reach for me when they fall.
]]>If you don’t have a special touch that sets your apart, here are some of our favorites that we’ve heard from fellow estheticians over the years. Let this serve as inspiration in finding how you might create (or revamp) your defining “thing”:
1. “I have a phone charging pad so they can charge their phone during services. Clients have come to rely on this!”
2. “I provide small personal soaps when clients get a Brazilian Wax. The soaps helps with dryness and ph balance.”
3. “I include a short temple & head massage with brow waxes. They love it, and is a good way to get talking about facials.”
4. “I ding a chime softly or use my Tibetan bowl to start and conclude the treatment. Clients find it unique and unexpectedly relaxing.”
5. “I leave some dry shampoo and a comb when clients get dressed. Usually my clients are out running errands or on lunch break, so this help them look like they didn’t just see their esthetician.”
6. “I love putting a drop of essential oil on the pillow (even customizing whether it’s something seasonal; using lavender if the client could benefit from relaxing, or peppermint if nauseated, etc..).”
7. “I leave a “pop-up” inspiring card on their table each visit. I send a hand written thank you after their first visit, and send personal notes checking in once a year. I’ve had clients tell me I’m the only person they’ve gotten a hand written note from in years!”
We are privileged with getting to make others feel good, inside and out. How can we make that feeling last even longer for them?
]]>I.Was.Blown.Away. Actually I wasn’t, because I know how industry folks can be (love ya!), but it still left my head spinning. We should know, within a few dollars, how much we’re making on each service we provide, where the bulk of our money is made, and how to increase it. Here’s some info I found helpful in figuring it out:
1. Work from the top down. Determine what the “going rate” is for that service in your area and with your level of experience. This is simplifying it, but for example, the average price for a facial (no frills or special equipment) in my area is $75. Once that’s established, find the lowest cost for the products you need. The lower the product/supply cost, the more money in your pocket. How many of ounces of product do you use per facial? How much is each product by the ounce? Do you give anything away with each facial? This is how specific it should be. $75 – this amount= the profit of each facial. I believe–especially in the beginning–that clients will pay a certain amount for a service, so figuring out how low you can get the back end cost is the best approach. Figuring out how much WE need to make first is a costly mistake in the beginning–once we create relationships and loyalty, this can be a consideration. Developing a rapport, trust, and loyalty can take time; being smart about what we’re charging and how we can do it for less is quick.
2. Market the shit out of your most profitable services (assuming you like doing it and are good at it). Share those photos. Create loyalty programs around those services. Ask for referrals for that service. Traditionally it’s body waxing (high service cost, with a low product cost) or cosmedical treatments (where the service costs pays for the equipment investment pretty quickly). No sense in investing hours into a service that makes you only dollars. More profitable time is time better spent.
3. Maximize the profit of each client. I will never discount the relationship and connection we create with our clients–that is, after all, one of the unique parts of our job. BUT each client is an opportunity. Let’s start small, how can you make 5 more dollars from each client? Add-on treatments (that are properly marketed ahead of time)? Can a brow wax be upgraded to a brow AND (the much needed) lip wax? Can a custom facial go with an IPL treatment or nano needling service? Are there retail opportunities beyond just skincare that someone could pick up as a gift? These are all potentially beneficial for your clients, and you. It’s not about squeezing clients for what they’re worth, it’s providing them a more custom, beneficial experience. $5 from 5 clients a day, 5 days a week is $500 a month…that just paid part of my rent!
Crunching numbers can be tedious; but being smart about where we’re spending our money, our time, and maximizing the opportunities with each client will pay off. By the end of 2020, how much can you increase your profit by simply shining a light on the details of your revenue?
]]>This is the nature of owning a business, and realizing that we can’t possibly make everyone happy all of the time. However, how we handle an unhappy client can turn a bad review into an ally for our business. Below, I will discuss how this can happen.
I often see the age old adage, “the customer is always right” met with resistance from service providers. Nobody likes to be talked down to, no-showed, or bullied into reducing their prices. However, there is a way to keep boundaries, appease the client, and also keep your long-term goals in mind. And while it’s true that some people are just looking to complain, it’s also true that delivering exceptional customer service is actually an art form.
So, lets begin with the client that is unhappy with their service:
Most people hate confrontation and would rather not say anything directly to you. They may not express their dissatisfaction to you, but that doesn’t mean they aren’t expressing it to others. That is why it’s so important to be in the moment, and connect with your client so that you can properly read them.
If we know the results weren’t what we were expecting, the most important thing we can do is first acknowledge, and second, find resolution. Too often, I see estheticians not care about an unhappy client because in the end, they got their money. For those that have that mindset, think about what happens after that client leaves. Unhappy people love to complain to others, and word of mouth can either make or break a business. Finding resolution is always in our business’s best interest.
A client expressing their unhappiness and wanting us to make it right is a gift, because it gives us a chance to make it right. Embrace that opportunity, understand what happened (were expectations not established? Pricing unclear?) and do your best to rectify.
Now let’s discuss how to handle the client that no-shows:
No-shows are no-fun, and many times I wonder if people realize the implications of leaving us hanging; we don’t get paid. However, rather than sending a chastising text, or worse, a bill through the mail, I think it’s important to educate our clients. They aren’t in our industry, and many are totally naïve to the fact that without them showing up, we are missing out on money.
So gently educate your clients, and let them know (respectfully) how it impacts your life. This can provide a moment to make a connection with your client and build a relationship with them. Our time is valuable, and sometimes we just need to remind them of that. I think it’s absolutely important to have policies in place, make them abundantly clear to clients while (or before?) they book, and take it seriously if they violate them. But, it’s important to realize life happens and being kind and understanding goes a long way.
Next, the client that asks for discounts:
Personally, this client is the bane of my existence. Oddly, though, it’s usually one who feels a kinship towards you, and in turn, thinks you owe them something. Do you have any of these clients?! There are some clients who come to me quite regularly that will ask the cost of something, to which I reply, “it’s usually this amount, but for you it’s this amount”. Some may say that’s selling myself short, but I know that if I don’t significantly discount, and the client feels they are getting a good deal, they will be back, and that is money in my pocket. It makes them feel special, and for me, that is how I create loyalty within my business with those types of people. These clients aren’t for everyone though, so if you have a firm no discount policy, I applaud you!
In the end, to truly deliver great customer service, we must remove our ego. Think long-term, rather than being “right”. Make policies and procedures clear from the beginning, removing any gray area for clients. Keep in mind, too, that our relationship with the person who lets us touch their face and body is ultimately the most important part.
Helena has some beautiful artwork to use for decor, or even marketing materials. Love these!
Gwen has endless spa signage and marketing materials tailored to the industry. She also does custom designs, so if there’s something you have in mind, see what she can create for you!
Celeste offers a ton of cool, modern print options for the spa (or even my house?!).
I’m a DIY-er. I can’t help it. When I see artwork or a piece of furniture, I think…can I make that myself? How could I make that look cool? Buying used furniture or household items is a great way to spruce up any space for cheap. Just today, on some second-hand sites, I found:
Sand these down and throw some paint on these (I’m thinking leave the sides a vintage brown and paint the shelves white?!) and you have easy retail shelves!
Yes, wallpaper. It’s back in. It’s also a great option if you rent a space and are unable to paint the walls. It can also help make a statement in any room. You just peel off the backing, and stick it to the wall. It takes some time to align and cut it, but when you want to remove, just peel it off. Be sure to read the reviews first, as some are better than others at coming off cleanly.
This wallpaper is from Wayfair, but there are thousands of choices online. It gives a pretty, feminine touch to this otherwise drab wall. Also, to my previous bullet point, this table was $10 from a garage sale. I spray painted it matte white, sanded it a little to cover my mistakes =) and put a different handle on the drawer. Could be cute with some magazines next to a chair in an entrance way.
Reinspire yourself and surprise your clients with these quick, easy, and affordable! updates. We don’t need to travel far and wide or spend a fortune to have a stylish, relaxing space for us to work our skin magic. <3
]]>The Booking Experience
There are multiple ways clients can book appointments these days; over the phone, online booking, social media, just to name a few.
For solo estheticians, it’s likely most of our bookings happen online. Therefore, it is important to make sure the booking process runs as seamless as possible:
Think about the frustration we’ve all had trying to schedule or order something online when it doesn’t work properly…we don’t want that to be our prospective client’s experience with us.
First Impressions
The exterior of your building or suite is just as important as the interior. I know that sounds crazy, but it’s true! A client may not feel comfortable getting undressed or spending money in a place that looks shady. Go outside, take someone with you, and try to notice the aspects that you might overlook because you’re used to it. Weeds? Chipping paint? Trash? Those are all simple fixes. If you are in a suite inside a building focus on what you can do inside. Make sure your door or window is professionally labeled. The lobby or waiting area should be clean, and tidy. Having a bar area where clients can help themselves to water, coffee or other beverages is also a nice touch. Make sure to take advantage of the space with retail, and marketing materials.
Treatment Room
The goal of the treatment room is to make it as comfortable as possible; to achieve that we must think about all 5 of our senses.
It may seem obvious, but our behavior in the treatment room is also vitally important. I am always surprised by the lack of professionalism I experience during visits to spas.
Practice proper sanitation: clients are always watching us!
Ongoing Communication
Confirmations, reminders, thank yous
Sending clients a thank you email after treatment and continuing communication with clients via newsletters and updates is essential. We must keep ourselves in the minds of our clients. I recall a salon experience I had a few years ago. I was new to town and looking for a salon. I found one online that was close to my house, and I went and had my hair cut and colored. I spent a lot of money—more than I ever had on my hair. I was OK with it, as I was happy with the experience and results. Days and weeks passed, though, and I never heard from the stylist or salon. I thought, I spent hundreds of dollars there and am basically “fresh meat” being new to town. I felt they totally dropped the ball by not checking in with a quick email. I would have returned but didn’t based on that. Definitely a missed opportunity!
We must try to put ourselves in the shoes of our clients and think about what they see, from the time they first hear our name, until weeks after their appointment. Think about your own experiences with businesses and appointments. What went well, what didn’t? Not all are applicable, but there is usually one take-away. With the competition that exists, focusing on the total experience is what will separate us from the rest.
Looking for ways to increase your repeat customers? Here are some proven loyalty/membership programs that really work.
The question is: how to get them to return, and more importantly, resist the allure of the bigger local spas? Here are some proven loyalty/membership programs (I will use these terms interchangeably here) proven to work in a more intimate spa setting:
We all want (and need!) loyalty. Get to know your clients and pick a plan that makes sense and is comfortable for you. Your services and results will leave them wanting to return; the combination of the money they’ll save and support they’ll feel they’re providing will ensure they return.
Check out our Pinterest board for loyalty/reward card inspiration
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