expert opinion
repeat purchases, so the quality and purity is necessarily high and the doses effective,” she adds.
“Consumers are being bombarded with jargon in ads and editorials, so it is important for therapist to fully understand the facts behind the products they are selling in order to be able to relate these in layman’s terms to clients. Good training and deeper knowledge of products and their applications makes retailing so much easier. It enables therapists to explain why and how tailored products containing certain ingredients can help achieve results that perhaps the mass market products do not.”
subjective stance
The luxury you gain frombuying your beauty products froma salon is the expert advice and guidance you are given by a trained professional.
because high street brands are produced on a much more mass level, does that mean the content suffers?
“The professional industry has the advantage of being able to offer much higher levels of active ingredients than over-the-counter products because of the closer consultative nature of salon therapy,” explains Tracy Tamaris, Training Director for the International Institute forAnti- Ageing. “Shoppers can buy a product with only a minimal level of vitaminA from a high street store or pharmacy.
“If the highest levels which are allowed in cosmetics were on sale in products that can be picked up off the shelf without advice, the potential unwelcome irritant reactions would mean they simply would not buy the product again.
“Conversely, by buying via the salon, clients can start on a low level of an active ingredient like vitaminA and work up over some months to high levels,” adds Tracy. “Their skin cells then gradually generate the receptors that are needed to benefit from the benefits of the vitamin that results from regular use at effective doses, with none of the side effects. This is an excellent selling point for the professional industry.
“With professional brands extensive research and product development takes precedence over high spending on marketing campaigns and celebrity endorsements. A good professional brand’s success is built upon its solid reputation for effectiveness.”
price promise
Even though the beauty sector is growing, people are still looking for a bargain, and may be turning to cheaper high street alternatives to their usual salon brands. They may be tempted to compromise on quality for a lower price, believing to be getting a better deal.
In fact with a lot of professional products, the concentrations of ingredients are actually higher so you have to use a lot less of the product than you would have to do with a high street
version.Also professional products can often come in higher quantity bottles, so even though you are paying more for the product you are getting a higher volume, meaning great value for money also lies with professional products.
therapist knows best
The luxury you gain from buying your beauty products from a salon is the expert advice and guidance you are given by a trained professional.
“Clients develop trust in a good therapist’s opinions and are willing to try what they recommend,” says Tracy Tamaris. “In a high street store you are unlikely to be given a consultation where you can buy a nutritional supplement to feed the skin from the outside alongside a skin care product to nourish externally.”
“Professional skin care and nutritional products go hand in hand and rely on giving the results they promise to gain
Beauty expert Tina Richards brings a more neutral response to the debate. She says: “My feeling is that the difference is completely subjective, it will totally depend on the particular high street product and professional product being compared and the tester.
“For some there will be an obvious big difference and with others none at all, with varying shades of difference in between, for different product comparisons. For sure one could not generalise - it has to be product specific.”
one step ahead
Whatever your personal stance on high street versus professional products, as a therapist or salon owner it’s advisable to keep abreast of news developments in both sectors.
Tracy Parkin says: “Cosmeceuticals constantly stresses to skin care professionals the importance of being aware of high street product campaigns so they can plan their own salon marketing calendar to promote the multi-tasking benefits of products and win back some of the business with impressive value for money products as well as excellent proven skin results.”
So for successful salon retailing take Tracy’s advice, and don’t leave yourself in the dark about what your competitors are offering.
Remember...knowledge is power!
Formore information: 26 Cosmeceuticals Ltd. 0845 555 2121
205 iiaa 208 Seche Tina Richards
020 8450 2020 0844 800 9396 0845 434 7990
AlwaysmentionGuild News when calling.
86 GUILD NEWS
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