Beauty - Cleansers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Cleanse away the day
“Firstly it removes make-up, dirt, oil and SPF so the skin is left clean. Also throughout the day, our skin becomes oily, dirty and pollution causes it to age. When we cleanse our skin, we allow our other products to penetrate properly.”
Many of us will have had the ‘cleanse, tone, moisturise’ mantra instilled in us from a young age, yet your clients may still be unaware of the reasoning behind it. 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.
“A cleanser is the very first product that should touch your face in the morning, because at night we can produce excess oil on our skin and dirt from our pillowcase may rub off on our skin,” says Clare.
“By cleansing, we are preparing our skin for the serum and moisturising stage. There is nothing nice about layering our skin with products onto make-up and dirt. We would look dirty and wrinkles form very quickly because the skin cannot renew at night, hence why we cleanse at night before bed. Our skin needs time to breathe and renew at night so we cleanse away the daily pollution.”
Although it would be ideal for everyone to have a thorough cleansing routine both morning and night, there are a lot of clients who simply may not have the time to do
this – 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 products to suggest.
“Choosing a cleanser should be an easy and clear choice to make. Well, it’s not for consumers because of the overwhelming amount of different types of skin cleansing products out there,” says Dearbhla Brennan, Skin Care Consultant and Trainer at Virginie Claire.
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. Many clients can be confused as to how their skin should feel after cleansing, and so there
should be a focus on finding a cleanser that leaves them feeling comfortable as opposed to tight and dry.
“The constant stripping and breaking down of your natural acid mantle, then trying to rebalance with a moisturiser, is disastrous at a cellular level for skin ageing and damage, never mind at an aesthetic view with a dehydrated or inflamed skin in some cases,” says Dearbhla.
“A cream cleanser or the right kind of gentle lotion will clean your skin, remove make-up, relieve tightness, dehydration and sensitivity and indeed leave you with a clean and comfortable skin. Cleansing should calm and treat, no matter what the skin type.”
Encourage your clients to talk you through their skin care routine so that you can give your input and advice – then once their treatment if over, you can direct them to your retail opportunities. Perhaps you could offer a discount if they buy all of the products you used as a bundle.
Mariga Sheedy, owner of Skin Essentials says: “A cleanser should be the top selling product in your salon; after all, everyone needs it.
“If your client does not buy it from you they will get it somewhere else so please make sure that they are getting a professionally recommended product from you: their skin care professional.”
Help your client understand the different types of cleansers out there, and how they benefit a range of skin types.
Hennessy Hair & Beauty offer their advice for helping your client choose the right product for them: “Active cleansers are more suitable for oily skins to prevent breakouts, but they may over dry and irritate dry skin, this may make the skin appear and feel worse. Very dry skin may require a creamy lotion-type cleanser. These are normally too gentle to be effective on oily or even normal skin, but dry skin requires much less cleansing power. It may be a good idea to select a cleanser that is alcohol-free for use on dry, sensitive, or dehydrated skin. Finding the right cleanser can involve some trial-and- error.”
Cleansers are always changing and adapting new formulas, and with such a wide variety of options available, you definitely will be spoiled for choice for retail options.
A good, thorough cleanse both morning and night will prepare the skin for the day ahead. 64
Take a look at some of the options that are available…
Image ©
iStock.com/ValuaVitaly
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