sally penford writes dare to disrupt
Inspired by the recent International Women’s Day, Sally Penford discusses the language of skin health.
There has been a lot of discussion in the media recently on the terminology used to address skin ageing.
Quite rightly women are objecting to being classified as an ‘ageing skin’ just because they are over 40, and would prefer not to have products labelled as ‘anti-ageing’ on their bathroom shelves. In fact, in a discussion event on this very subject held by Avene with The 30+ Blog Collective, it was noted that women prefer that positive results be emphasised such as smooth, glowing and healthy looking with the least possible fuss. And they don’t want to be made to feel that anything less than airbrushed perfection is a fail on their part.
As a woman in this age demographic myself, I would also add that I prefer not to be patronised by suggesting that something will make me more ‘beautiful’! However, is this same sentiment not true across the board?
skin health
The word ‘beauty’ is surely marginalising to those who may not have a positive self- image, such as those who suffer with Acne or Rosacea. Who identifies with the sleeping beauty image of a goddess lain across a rock with cucumber over her eyes and lilies in her hair? Surely it is time for us to stop using such outdated terminology and images and shout about what we really offer, which is skin health.
At the International Dermal Institute and Dermalogica we have always promoted skin health as our priority. We are skin therapists not beauty therapists. We do skin treatments not beauty treatments and we work in skin centres not beauty salons. Sitting at my keyboard, writing this on International Women’s Day, I feel stronger than ever that we must position ourselves as the experts in skin health in order to have the respect and credibility that we deserve. Plus, we must show respect to the (predominantly) women who we treat in order that we stay relevant.
time to act
Our customer is looking for innovative formulations and treatments that work. They are happy to invest in skin care if they know that they are receiving expert advice, real results and personalised care. Oh, and if they are going to give up an hour of their incredibly valuable time they want the best experience possible.
So ask yourself a few questions:
• Have I updated my imagery and terminology recently?
• Do my treatments reflect what the woman of today is really looking for?
• Is my customer service not just good but memorable to the point that my customer can’t wait to come back?
If you find it hard to answer these questions yourself, ask a few people in your life who you can rely on to be brutally honest. Then act! Get to class, brainstorm with your team, ask your product supplier for help. Be brave and be different and be the disruptor, not the disrupted.
Sally Penford is UK and
Ireland Education Manager for The International Dermal Institute, with a breadth of knowledge across all skin care concerns.
t: 08000 564 544
w:
www.dermalinstitute.co.uk @Dermalinsitute
126 GUILD NEWS
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iStock.com/pixelheadphoto
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