skin smart
come and gone. Today’s business owners require agility, flexibility and respect. They no longer want to be told how their shelves must look, how close the sinkmust be to their treatment bed or that theymust purchase every product in a line, even if they only use a small portion of the line. In short, today’s skin therapist is going to run their business their way, and for good reason. They know their business better than anyone!
With this inmind, seek out forward-thinking manufacturers who treat you like you should be treated, a valued client. Amanufacturer who does not try to force feed you products, rather one who sincerely takes the time to educate you on the science and use of the products practically so you canmake your own decision on whether or not it is right for your business.
crazy big
Themajority of skin care lines boast well over 100 different products. Is this a good thing?When we think of the historical minimumopening order requirements of £3,000 to £5,000+, thismay only realistically get you one or two of each product in the line. Howmuch sense does thatmake? And how long will it take you and your teamto become fluent with a line of thismagnitude, incorporate it into your professional services and know enough about any of the products to realistically prescribe a home care regimen?
Forward-thinkingmanufacturers understand that less is better and that simplicity and basic logic are fundamental for success. Look for product lines that have 30 to 50 total products in their range, that do not tolerate redundancy, that are paraben-free, have high percentages of forward-thinking active ingredients, thatmaintain a well thought out line in which every product brings value to the table and perpetual, continual, accessible education.
Think about Apple for amoment. Theymeet this entire criterion and their incredible focus allows every Apple teammember to be an expert with their products. Find the Apple of skin care!
what is the difference?
Every product range is different fromtheir philosophy, packaging, concepts, texture, smell and objective.While at the same time, skin care has never beenmore similar in that access to new and cutting-edge well studied ingredients fromaround the world are becoming increasingly available. The difference then becomes the percentage of active ingredients that amanufacturer chooses to use.
David Suzuki is President of Bio-Therapeutic Inc., founded in 1974 in Seattle, USA, and has been an active
licensedmember of the aesthetic industry for over 20 years. Bio-Therapeutic Inc. products are available in the UK from Advanced Esthetics Solutions.
t: 029 2023 1228
w:
www.bio-therapeutic.co.uk @AESolutionsUK
During formulation, a forward-thinking skin caremanufacturermay be browsing hundreds of different ingredients in effort of selecting the right cocktail for a single new product. When reviewing individual ingredient efficacy studies, there is always aminimum andmaximumsuggested use that will often vary bymore than a 1,000%. For example, theminimumsuggested usemay be 0.5%, and themaximumsuggested usemay be 8%, with the efficacy studies proving the results when the ingredient is used in its full capacity.
So why would anymanufacturer use the lowest amount possible? Simple, tomarket that their product contains the ingredient, market the results obtained in the efficacy studies (omitting the fact that they are using a negligible percentage), andmost importantly, to keep themanufacturing costs as low as possible and their profit as high as possible. Again, amethod that only benefits one business, and it is not yours.
Look for forward-thinkingmanufacturers who are open to share their efficacy studies (white papers) with you and that will confirm that they use the highest level of active ingredients possible, sparing no cost when it comes to your results. You deserve this.
technology&products
Skin care today is largely defined by the use of technology, as is the rest of our world. While at the same time there are very few product lines that are designed and developed specifically with technology inmind as their first priority.
Look for forward-thinking skin care manufacturers who base their formations on science, the synergy and acceleration of results that can be realised when their products are used with technology and the support that their products lend at home when used daily after the technology services. Rest assured that this breed ofmanufacturers will spare no expense when it comes to their formulations as the upregulated resultsmake their technology shine!
education, education, education
Education is a perpetual process with no end. A good skin therapist will never stop learning and a forward-thinking skin care manufacturer will never stop teaching. The key with education, especially in today’s culture, is a little bit all the time!
Notmany of us have the luxury to close our business for three days while we endure 36 hours of education, and notmany of us would absorbmore than 20%of the 36 hours. If the line is simple and focused, and you are working with a good consultant, you should be able to integrate conceptually quite rapidly.
A four-hour kick off webinar at your convenience is generally a good start, followed up with eight weekly webinars of 30-40minutes each. Bi-monthly webinars thereaftermoving forward should also be part of the equation. As you learnmore, you experiencemore, as you experiencemore, you havemore questions. This is all part of the evolution of becoming the best skin therapist possible.
Although we are skin therapists, we are people and consumers first.We understand the need and demand for choice and we require this fromthose who we do business with each and every day.We also understand that the world is very different today than it was five years ago.We have watched businesses with a century of history disappear into ashes before our very eyes, proving to us that those who refuse to change, those who are not agile and those who do not work with reason and flexibility, will eventually cease to exist.
Look around our industry and partner with the companies that are forward-thinking, flexible and agile; those that respect you, your business and your unique and individualise definition of success. Andmost importantly, those that respect and value you as a customer.
62 GUILD NEWS
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136