back to basics: eye creams, balms and serums eye spy


Often a sign of ageing or tiredness, under-eye bags, dark circles and puffiness are something that everyone will experience at some point; particularly after a late night or early morning.


Many people struggle with various creams and serums in a bid to make their eye problems less visible, but with the market offering so much choice, picking the right product can be quite the task.


Dark circles and puffiness around the eyes form because the skin in this area is much thinner than other parts of the face. As it’s also regularly exposed to external factors, this makes it much more susceptible to damage; it dehydrates much faster, thus making it more prone to fine lines and wrinkles. Therefore, a standard face moisturiser just won’t cut it.


Faye Layton-McCann, skin expert for Environ says: “Your eye area is one of the more vulnerable areas of your face due to the topography of skin. The fact that these areas of skin are thinner and more delicate demands a different approach to care and treatment.”


Thankfully, with advancements and new innovations in skin care and technology, there are now many products that are designed specifically for targeting this area. However, as with many products in the beauty industry, there are a lot of options to choose from.


With a range of serums, creams and balms available, Dean Nathanson, CEO of CACI International, explains the differences in more detail: “The main differences between a serum and a lotion - or a cream - is the active ingredients. Lotions and creams contain water and oil but are unlikely to contain bio-active ingredients which provide the cutting edge properties of 21st Century skin care. Serums tend to be viscous liquids and water-based. They are lightweight and more quickly


absorbed into the skin, which is why they are much better suited to having active ingredients.”


Marie-Louise Coster, Salon Owner and Beauty Trainer adds: “There are several textures of eye product, and whilst it is largely down to preference which one you use, some textures have a greater benefit for different conditions. For example, a gel is particularly good for puffiness and dark circles due to its cooling action – it is even better when put in the fridge beforehand.


“Cream textures are generally more anti- ageing due to the moisturising action eradicating the fine lines caused by dehydration, and serums are ideally used underneath your eye cream. Serums are a cocktail of intense ingredients that work on a deeper level and help to penetrate the cream that is applied over the top.”


So depending on your clients’ needs, they may receive more benefit from one over the other. And with so much choice, they may also become a little overwhelmed and not understand exactly what they’re looking for. As their therapist, you should take the time to explain to your client what product you’re using, why you’re using it, and how it will benefit them after prolonged use. This gives you a great starting ground for retailing after their treatment.


take a peep


To help give your clients a better understanding of the ingredients used in their products, and how those ingredients are benefitting their skin, you should perform a skin analysis of the eye area when conducting eye care treatments and facials; anything from eyebrow waxing, tinting and eyelash extensions.


“As a therapist, we always want to advise clients of the benefits of any product used in a treatment and following it,” explains Sheral


Griffin, Beauty Quality and Curriculum Manager at Lifetime Training. “At the end of a facial, the therapist could apply a specialist eye product and explain its benefits for home use. From our late twenties onwards, it is good to use a specialist eye product to help prevent puffiness and fine lines and, in my experience, the eye area is often a concern for more mature clients so they may well be interested in investing in a really good eye product.”


Explain that their eye product should become a vital part of their daily skin care routine, along with their cleanser, toner and moisturiser. The product should be applied both morning and night, and it should be emphasised that only a small amount of product is needed and should be pressed around the eye orbital with the tip of the finger, allowing light tapping movements to help drain toxins.


There are many key active ingredients to look for in eye care products. Collagen is great for boosting the area around the eye, making it look smoother and helping to take care of fine lines and wrinkles. Vitamin C has lots of brightening qualities, so if your clients are suffering from dark circles, products including vitamin C will help to make them look more awake and revived. Likewise, Hyaluronic acid has plenty of moisturising nutrients which will stop eyes from becoming dry.


Eye creams tend to penetrate the skin faster than moisturisers, both due to the skin being thinner, and the molecules that are often included in eye creams. Therefore, it’s important to emphasise the ingredients for your clients to look out for, as many people may be substituting eye-specific creams for a simple day moisturiser, hoping it will help their eye care problems.


A part of our daily skin care routines that is often forgotten, caring for the eyes is something that can definitely be promoted more across salons and Spas. Try to market it in a way where your clients can come and learn something new – a vital piece of information that will not only help them look younger, but brighter and awakened.


Why not host an event at your salon where clients can visit for a free eye skin care analysis? You could give a talk about why exactly the eyes need to be cared for, and what treatments you offer within your salon to help. Offer discounts across your retail items, and hopefully it will not only generate sales, but will fill up your diary too.


As their therapist, you should take the time to explain to your client what product you’re using, why you’re using it, and how it will benefit them after prolonged use.


Take a look at some of the eye creams, balms and serums that are available…


62 GUILD NEWS


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