retailing


Being aware of trends inmainstream media can help therapists, knowing which of their products give similar results to those promoted in ad campaigns. So a clientwhomay be unhappywith the results she got froma high street brand can be recommended a similar professional product thatwould suit thembetter.


Keeping ahead of trends is always important in the beauty industry, and also knowing the newcolours and techniques for the upcoming season is imperative. Looking at high street campaigns can hint to these trends as they are usually verywell researched by fashion and beauty insiders.


Michelle says: “I’mfinding that the high street is closely catching upwith the professionalmarket as they are releasing seasonal colour collections nearly as quickly as the professional brands are.”


“The professional industry has the advantage of being able to offermuch higher levels of active ingredients than over-the-counter products because of the closer consultative nature of salon therapy,” explains Tracy Tamaris, TrainingDirector for the International Institute forAnti-Ageing (iiaa). “Shoppers can buy a productwith only aminimal level of vitaminAfroma high street store or pharmacy.”


“If the highest levelswhich are allowed in cosmeticswere on sale in products that can be picked up off the shelf without advice, the potential unwelcome irritant reactionswould mean they simplywould not buy the product again.”


“The professional industry has the advantage of being able to offermuch higher levels of active ingredients than over- the-counter


products.” - Tracy Tamaris, Training


Director for the International Institute for Anti-Ageing (iiaa).


“Conversely, by buying via the salon, clients can start on a lowlevel of an active ingredient like vitaminAand work up over somemonths to high levels,” adds Tracy Tamaris. “Their skin cells then gradually generate the receptors that are needed to benefit from the benefits of the vitamin that results fromregular 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. Agood 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, andmay be turning to cheaper high street alternatives to their usual salon brands. Theymay be tempted to compromise on quality for a lower price, believing to be getting a better deal.


A question of quality


The quality of the product always comes into questionwithin the debate between high street and professional products. Just because high street brands are produced on amuchmoremass level, does thatmean the content suffers?


36


In factwith a lot of professional products, the concentrations of ingredients are actually higher so you have to use a lot less of the product than youwould have to do sowith a high street version.Also professional products can often come in higher quantity bottles, so even though you are


“Clients develop trust in a good therapist’s opinions and arewilling to trywhat they recommend.”


-Tracy Tamaris.


payingmore for the product you are getting a higher volume,meaning great value formoney also lieswith professional products.


Therapist knows best


The luxury you gain frombuying your beauty products froma salon is the expert advice and guidance you are given by a trained professional.


“Clients develop trust in a good therapist’s opinions and arewilling 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 fromthe outside alongside a skincare product to nourish externally.”


“Professional skin care and nutritional products go hand in hand and rely on giving the results they promise to gain repeat purchases, so the quality and purity is necessarily high and the doses effective,” she adds.


“Consumers are being bombardedwith 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 applicationsmakes retailing somuch easier. It enables therapists to explainwhy and how tailored products containing certain ingredients can help achieve results that perhaps themassmarket products do not.”


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