As the summer wanes and fall begins, a new
approach to skin care can revitalize the energy in your treatment room. So, take this time to start looking for new treatments and products. A great place to view what is new or even just new to you is on “The Guide,” at www.productsandskincareguide.com. This is one of the three new tools in the Professional Network, which AIA created to better meet your needs.
What are you looking for; well your focus in the treatment room this fall is most likely on managing the visible signs of sun damage and helping even the skin tone. Therefore, you should be promoting and highlighting treatments like glycolic peels and/or microdermabrasion treatments.
Once your treatment menu and product needs have been met; get aggressive with your marketing. Offer a special on multiple treatments to increase the frequency of your client’s appointments, upgrade their treatment choice while offering a savings and providing them better results. Educate your clients on the skin care products you offer and have them use an exfoliating product at home to prepare the skin for your professional treatments. Use e-newsletters to inform your clients about new technology and advancements in skin care. Describe key ingredients and how they benefit the skin. Write it in a simple paragraph or bulleted format and call it: “Did You Know.”
In addition to service specials, it is beneficial to start a buzz with your clientele about the upcoming holidays. Get your events together. Try a Spa Happy Hour. Look at the gaps in your schedule then put a special price on those times or make a happy hour menu of add on treatments. Do not forget to offer a drink special like sparkling water with muddled berries. Another thought is come up with a facial bonus card after six facials (every four to six weeks) they get one free. Also pay attention to the special offers provided by your product manufacturers. Pass these discounts on to your clients to help you be more competive with the retail market where everything is on sale
these days or the clients are getting gifts with purchase. If you need help getting the word out on all these new promotions, the Professional Network includes the tool for you – www.myspanetwork.com. Here you can make a profile for your spa and create and distribute your e-newsletter.
As we promote our talent in skin care, we must keep a keen eye out and learn how to educate our clients on why our practice works best for their needs. Protect your income and retail profits by increased customer service and flexibility with your clientele. There is no better way to do this than by networking and supporting each other and our profession. So, everyone needs to sign on to the third tool of the Professional Network, www.aestheticsprofessional.com and begin chatting with others in the industry.
I have used these tools to line up a plan of action for my skin care clinics in the fall and now I am ready and supplied to meet the needs of every client. I encourage you to sign on and do the same.
Lastly, I want to remind you about the International Congress of Esthetics & Spa in Long Beach, September 26 and 27. We will be hosting the AIA Classroom again so you can learn about progressive treatments and ingredients applicable to your practice and development as an aesthetician. I look forward to being there and educating myself and you on skin care and the industry. Remember as an AIA member you get special rates on your show tickets when you order them through the AIA main office. So call, 877-968-7539 to order your tickets before pre-registration ends.
I love to hear member feedback. So, drop me a line at tzillmann@aiaprofessional.com or send me a message once you join Aesthetics Professional.
Tina Zillman
Aesthetics International Association President
