cleanse away the day back to basics: cleansers


Explain to them exactly what a cleanser does for the skin, why they need to use it, and how they should be adding it to their daily routine.


Samantha Christodoulou, London Trainer at the International Institute for Anti-Ageing (iiaa) says that ideally, a pre-cleanser should be used to fully remove all of the oily debris that accumulates on the skin.


“Pre-cleansing is the ideal first step in any cleansing routine because it will give a fantastic deep initial cleanse without stripping all the natural oils from the skin. The ideal pre-cleanser is oil-based and includes emollients that mean it will appeal to not only those with congested skin but also with dry or sensitive skin.”


After the pre-cleanse has removed dirt, a water, gel or cream cleansing solution should be used to rinse the skin, advises Sharon Cass, Brand and Education Manager at Skinbrands. “Wipes, oils and creams that leave a residue may block subsequent products plus exacerbate problems such as comedones and milia, so the ability to remove them completely with water is a real bonus and removes the need for toners,” she says.


“Product should be applied directly to the skin and massaged in; if water is required to activate the cleanser then doing that in the hands before applying is easier. Removing the cleanser is the crucial step and we normally recommend a clean muslin cloth to remove the cleanser residue and also lift any debris, loosened skin cells and sebum more effectively.”


Although this would be the ideal routine, there are a lot of clients who simply may not have the time to do this every morning and night – particularly if they have a busy working schedule, or if they have young children that consume most of their time.


It will be beneficial for both you and your client to discuss alternative cleansing methods for those days where they’re a little strapped for time. Try and get an idea of your clients’ lifestyle as you talk to them, so you can get a better idea of the products to suggest.


“Someone who currently doesn’t cleanse, who barely gets any time to look after themselves, won’t want to commit [to] full- on cleansing systems, but perhaps a quicker option of a Micellar or wash-off cleansing gel in the shower would be better for them. It’s important to establish what’s realistic for your client to adapt to,” notes Kirsti Shuba, creator of Katherine Daniels Cosmetics.


If you’re offering a cleansing treatment to your client as part of a facial, then talk them through the products you are using, explaining why you’re using that product and how it’s benefitting their skin.


Prior to their treatment, discuss their skin type and problem areas. This way, you will be able to market specific products that are tailored to suit them.


You could also offer your clients specialised skin care treatments depending on the season, giving you the opportunity to discuss how they should be changing their routine to suit the weather.


Wendy Stirling, Founder of Botanicals Natural Organic Skincare, explains this: “During Winter it’s vital to keep skin clean and clear but without stripping away its natural oils and depleting moisture levels.”


The Cleansing Melts by Botanicals have a semi-solid consistency that melt when in contact with the skin, and are ideal to use in Winter.


“They are formulated to penetrate the skin’s lower layers, removing impurities and restoring natural balance, without stripping the skin of its natural oils. When removed with a hot cloth, pores will open and all the impurities, which cause dull and blemished skin, will be gently released and wiped away,” she adds.


Encourage your clients to talk you through their skin care routine so that you can give your input and advice – then once their treatment is over, you can direct them to your retail opportunities. Kat Coleman, Training Manager at Dermapure says: “To ensure your client gets the best results from their other products, demonstrate the importance of removing any obstacles from the skin to aid deeper and even penetration. This can be demonstrated directly onto their face or the back of their hands.


“Advise the importance of a cleanser and if one is not used before they apply further products to the skin, then this would just sit on the surface of the debris on the skin. Problematic skin can then be experienced.”


Likewise, salon owner and beauty trainer Marie-Louise Coster adds: “When retailing it is worth remembering the phrase ‘eye level is buy level’ so any retail products positioned at the clients’ eye level will be easier to retail as they are noticed first.”


“I would be more inclined these days to organise and position my products in families. That way the client can see it as a whole regime and you can direct them to the ‘family’ that is appropriate for their skin type and skin concerns,” she suggests.


Cleansers are always changing and adapting new formulas, and with such a wide variety of options available, you’ll definitely be spoiled for choice for retail options.


A good, thorough cleanse both morning and night will prepare the skin for the day ahead. Image © iStock.com/g-stockstudio


Take a look at some of the cleanser options that are available…


100 GUILD NEWS


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