LNE & Spa—the magazine for skin care and spa professionals May 2019
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FROM THE
EDITOR
Bio-Therapeutic
TECHNOLOGY ACCELERATED
SKIN CARE
Do you feel overwhelmed by even the thought of growing your spa’s social media pages? It’s true, social media is a full-time job! However, we are at a point in time where your Instagram profile reflects so much about your business that you simply can’t brush it off any longer. If you’re looking to book new clients, or even if you have a steady stream of long-term clients and feel that you don’t need social media, having an updated profile shows that your business is current, modern, beautiful and thriving! Who doesn’t want that?
This month, we’ve teamed up with industry experts to talk more about how to spend your marketing budget when it comes to social media. From Facebook ads to general marketing initiatives, let your hard earned money make money for you! Social media growth will bring you new clients. Stay consistent with your posts and have a strategy! Let May be the month of new beginnings on your social profiles.
Thank you so much to every one of you that attended ICES Philly and Dallas. It was such a pleasure to interact with you all and hear your feedback and enthusiasm for the Main Stage hosted by LNE & Spa Magazine. If you weren’t able to make it, check out our #esty2esty recap in this month’s issue!
All the best,
bio-therapeutic.com
Managing Editor
mcristina@LNEonline.com 4
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May volume 34 number 5
contents 4 82
From the Editor ICES Recap Advertiser Index
10 Regenerative Skin Care
50
Face Forward with Facebook Ads
18 Facial Steam Myths
54
Breaking Down Your
skin
22 Skin News
10 Regenerative Skin Care
guide
44
58
Quality vs. Quantity
62
Eye Treatments Photo Feature
49 Social Media Guide
Spa of the Month
68
Emotions and Skin Care
28
Spa News
73
Organic & Wellness News
spa
o&w
24
24 Spa of the Month
68 Emotions and Skin Care
Popular and Profitable
74
Brazilian Waxing
Summertime Promotions
80
Image News
38
Your Small Business Spa
46
Business News
48
#esty2esty
32 Popular and
image
32
business
Marketing Budget
Profitable Summertime Promotion
74 Brazilian Waxing
Les Nouvelles Esthétiques & Spa, American Edition, (USPS 003-687) (ISSN 1043-9641) is published monthly, 12 times per year and is sold exclusively by subscription. Publisher’s Name: Jean Jacques Legrand, M.D., 3929 Ponce De Leon Blvd., Coral Gables, FL, 33134. Periodical postage paid at Miami, Florida, with additional mailing offices. Postmaster: Send address changes to: Les Nouvelles Esthétiques & Spa, American Edition, 3929 Ponce De Leon Blvd., Coral Gables, Florida 33134, United States Subscription: Annual Rate $45.00 Canada Subscription: $55.00 (American) 1st Class Postage Overseas Subscription: Two years for $140.00 (U.S.) Air Mail Postage
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Exfoliates
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Brightens Illuminating with hexylresorcinol, botanicals, lactic and kojic acid
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Discover the NEW PRO Anti-Aging Pads More than just a pad, it’s an advanced at-home exfoliating treatment. Lira’s PRO Anti-Aging Pad technology combines seven different acids, multiple peptides, topical probiotics and botanicals to deliver incredible results. Learn how Lira Clinical is pioneering anti-aging technology with cutting-edge corrective skincare products and treatments that combine both science and nature.
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3929 PONCE DE LEON BLVD. CORAL GABLES, FLORIDA 33134 USA: 800.471.0229. Worldwide: 305.443.2322. Fax: 305.443.1664. LNEonline.com email: tradeshows@LNEonline.com subscriptions@LNEonline.com Publisher Dr. Jean Jacques Legrand Chief Executive Officer Rodolphe Legrand rodolphe@LNEonline.com Managing Editor Cristina Beecham mcristina@LNEonline.com Director of Digital Marketing Mika Diaz mika@LNEonline.com Director of Marketing Stephanie Batier Rives De Lavays Art Director Andres Gutierrez andres@LNEonline.com Director of Sales AchĂŠ Saint ache@LNEonline.com Show Director Danni Boucher danni@lneonline.com Exhibitor Operations Manager Elizabeth Allen liz@LNEonline.com Web Developer Jose Daniel De La Rosa daniel@LNEonline.com Conference Coordinator Jacqueline Reyes jackie@LNEonline.com International Editor Michele de Lattre-Pierantoni 7 Avenue Stephane-Mallarme, 75017 Paris, France - 43 80 06 47
C ontributors Crickett Enos Cristina Beecham Daniel Clary Eric Tyson
Jay Shorr Jimm Harrison Louis Silberman Mara Shorr
Mika Diaz Pam Stellema
Printed with 100% soy-based ink. This magazine is recyclable. Please recycle where facilities exist.
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When you hear the term “regenerative,” what comes to mind? In biology, the term “regeneration” relates to the ability of a tissue, cell, or organ to recreate or regenerate itself. An entire area of medicine, known as regenerative medicine, focuses on this unique healing potential our bodies maintain. In the world of esthetics, an industry was formed based on the principle of injuring or wounding the skin, which is degenerative by definition, in order to trick the skin into producing key structural proteins like collagen and elastin. The question remains – is this “destructive” approach to facial rejuvenation the most ideal way to achieve our esthetic objectives? Is there a better way to stimulate an anti-aging response in the skin that mitigates the excess damage and inflammation caused by these modalities, and taps into a more regenerative model of healing? In fact, there is!
REGENERATIVE SKIN CARE
The difference between Microneedling and Microchanneling by Daniel Clary
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skin Regenerative Skin Care
MICRONEEDLING Welcome to the world of microneedling, also known as Collagen Induction Therapy, or CIT. This advanced skin rejuvenation modality, widely used in the dermatology space, has the ability to remodel aged and damaged tissue, all while maintaining skin integrity and defense systems. As sophisticated as this approach to aging skin is, little is still known about its underlying cellular and molecular effects on the architecture of the skin. Microneedling involves the usage of specially designed devices, from automated pen-like tools to manual handheld rollers, that are outfitted with needles of varying lengths, intended to pierce through the top layer of the skin and activate a regenerative response via the wound healing cascade. (1) Unlike the majority of modalities that use thermal energy or mechanical means to completely remove, or ablate, the top layers of the 12
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skin, microneedling keeps the epidermis relatively intact in its effort to rejuvenate aged tissue. These unique characteristics of the procedure are what mitigate adverse responses in the skin such as excess inflammation, a hallmark characteristic of traditional wound-based modalities, while potentiating the regenerative capacity the procedure affords us.
MECHANISM OF ACTION In the most basic understanding into mechanism-of-action, the needles (penetrating at different depths in the skin) will pierce the viable cells within our epidermis, initiating not only a wound healing cascade, but also a natural release of skin native protein messenger molecules, known as growth factors and cytokines, among other biological signals. These molecules are what all
(nucleated) cells in your body use to literally communicate with one another. Optimizing this cell-to-cell communication is what microneedling does best, in addition to regulating the function of the dominant cell types of the skin including keratinocytes, fibroblasts, and melanocytes, all while respecting their structure in the process. Though the molecular mechanisms of microneedling had not been well understood for some time, histological and gene array studies proved needling causes a significant upregulation of genes associated with tissue regeneration and healing, epithelial proliferation and differentiation, while downregulating a myriad of pro-inflammatory cytokines. (2) With the understanding that microneedling is a highly efficacious tool for tissue regeneration, it is important to understand treatment parameters and what the goal of the procedure
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skin Regenerative Skin Care
depths anywhere between 0.4mm to a maximum of 1mm. The most significant clinical results for overall tissue rejuvenation are seen when needling is utilizing depths somewhere in the middle of this range, and depths any deeper are likely to create more collateral damage, inflammation, and less than desirable results.
MICROCHANNELING VS. MICRONEEDLING
is. It is always vital that you seek out professional training in microneedling, as improper education can lead to inferior clinical results, tissue damage, and potential for infection. In addition, one must always work under their scope of practice as liability can be high.
THE DERMAL-EPIDERMAL JUNCTION Historically, the idea was that for microneedling, or any treatment modality for that matter, to be effective, we must create direct damage to the cells in our skin that produce key structural proteins, the Fibroblasts. One of the world’s leading experts in the subject of microneedling, Dr. Lance Setterfield, has shed some insight into the fact that the Dermal-Epidermal Junction (DEJ) is the ideal target site for needling, and not the Fibroblast. He says in his book entitled ‘The Concise Guide to Dermal Needling -3rd Medical Edition,’ that “Over the years I have noted clinical improvement in my patients using lesser depths of injury. I began researching 14
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the possibilities that would explain the unexpected. Targeting the DEJ corrects loss of structural integrity (the cause of wrinkles and lax skin) through upregulation of genes that result in increased production of collagen.” Essentially, what he discovered was that through targeting the DEJ, the skin was able to effectively increase key structural protein production, and release native signaling molecules that traveled from the epidermis to the dermal fibroblasts coordinating their biological activity. This approach significantly improved clinical outcomes, tapped into a more fetal or embryonic state of regenerative healing, and reduced the downtime often associated with aggressive depths of needling. So, how does that correlate in a clinical setting? How do we know if we are effectively targeting the DEJ? Histologically, this layer that anchors the epidermis to the dermis presents with a mountainous appearance but does tend to flatten out as we get older. Given this structure, on any given area of the face, the DEJ resides at
Recently, the term “Microchanneling” has been used to describe needling the skin at shallow depths, usually in the 0.25mm range. Independent of the marketing term, no matter what depth you are at, if you are using metal needles to pierce the skin, it is and always will be called microneedling. The question remains, does needling at shallow depths provide any benefit? These “cosmetic” depths do have value, since they will still pierce viable epidermal cells and allow them to release epidermal growth factors and cytokines. These will help in stimulating a mild repair and rejuvenation response. At the deeper “medical” depths, you will get a more robust portfolio of regenerative proteins getting produced, and this is important when you are doing more corrective work. Each level of penetration can provide its own unique advantage. One area of concern I see in the industry is the mindset that these open channels you create with microneedling are an open invitation to allowing any and all products to penetrate better. That is far from true. While yes, needling does allow products to penetrate better at all depths, it is advisable to only use ingredients during microneedling that are considered native to the human body, as foreign material introduced during needling
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skin Regenerative Skin Care
can be presented to the immune system as a dangerous molecule, and granulomas can often form around them. The short list of ingredients advisable to use are: • sterile saline • pure High Molecular Weigh Hyaluronic Acid (as Low Molecular Weight has proven to be pro-inflammatory and linked to disease (3) (4) (5) • certain concentrated human growth factor products that lean more anti-inflammatory, like the Bone
Marrow Stem Cell Growth Factors, versus the pro-inflammatory ones from the Adipose (Fat) Stem Cell Growth Factors. In addition, it is strongly encouraged to avoid anything else other than the above-mentioned molecules for the first 18-24 hours post needling. With the right training and education, the right topical adjuvants, staying within your scope of practice, and a smart, common-sense approach to this procedure, microneedling can be a phenomenal tool in your anti-aging and skin regeneration arsenal.
(1) Bonati LM, Epstein GK, Strugar TL. Microneedling in All Skin Types: A Review. J Drugs Dermatol. 2017;16(4):308–13. pmid:28403263. (2) Zeitter S, Sikora Z, Jahn S, Stahl F, Strauss S, Lazaridis A, et al. Microneedling: matching the results of medical needling and repetitive treatments to maximize potential for skin regeneration. Burns: journal of the International Society for Burn Injuries. 2014;40(5):966–73. pmid:24513133. (3) Front Immunol. 2015 Jun 8;6:236. doi: 10.3389/fimmu.2015.00236. eCollection 2015. Hyaluronan, Inflammation, and Breast Cancer Progression. Schwertfeger KL1, Cowman MK2, Telmer PG3, Turley EA3, McCarthy JB1. (4) Front Immunol. 2014 Mar 11;5:101. doi: 10.3389/fimmu.2014.00101. eCollection 2014. Hyaluronan, a crucial regulator of inflammation. Petrey AC1, de la Motte CA1. (5) Campo GM1, Avenoso A, D’Ascola A, Prestipino V, Scuruchi M, Nastasi G, Calatroni A, Campo S. 4-mer hyaluronan oligosaccharides stimulate inflammation response in synovial fibroblasts in part via TAK-1 and in part via p38-MAPK. Curr Med Chem. 2013;20(9):1162-72.
Daniel Clary is a passionate esthetic industry veteran with over 15 years as a licensed esthetician in two states. He has fostered a wealth of knowledge in cosmetic chemistry, skin physiology and molecular biology, which has allowed him to be a keynote speaker and be published in respected journals. An elected member of the Society of Cosmetic Chemists, he strives to deliver top-notch education and is part of a team of science “truth-seekers” as VP of Education at AnteAGE. He also maintains a new beauty and science-focused blog at www.culturedbeauty.com. 16
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Elevate your exfoliation procedure with Agera’s Microderma Treatment A calming citrus aroma refreshes the senses while Vitamin C crystals gently scrub away dead skin cells. Agera’s AHA activator then dissolves the crystals for a Vitamin C boost to the skin. The result: softer, rejuvenated skin (my esthetician = my hero!) Available in professional and retail sizes.
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FACIAL STEAM MYTHS
The Good, the Bad and the Steamy by Aurora Solis
Facial steam is considered a must during the cleansing process for many estheticians. Clients, too, are keenly aware of whether or not their esthetician used steam, no matter what type of facial they received, because it is seen as an essential part of the facial experience and something clients can’t often replicate at home. But, is facial steam really good for the skin? Is it really integral to the cleansing process? Is it good for all skin types? Let’s breakdown the myths and misconceptions about facial steam…
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skin Facial Steam Myths
BENEFITS OF STEAM Facial steam is typically utilized during the cleansing process. There are several real benefits to using facial steam. Facial steam is crucial in helping to soften sebum build up and loosen up congestion. Steam also helps the esthetician prepare the skin for maximum absorption of active ingredients used later on during the treatment. Facial steam also increases circulation and brings fresh blood flow to the skin. As an additional benefit, steam is often relaxing for the client, especially if the facial steam is infused with essential oils for added fragrance and aromatherapy. While steam can be an overall pleasant experience for the client, the same cannot always be said for the skin. It’s important to realize that not every client needs or benefits from steam. If you automatically steam every client, especially new clients prior to skin analysis, think again. 20
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WHO SHOULD YOU STEAM? Facial steam is perfect for clients with oily and congested skin, especially those requiring heavy extractions or those with hard sebum build up. The benefit of steam in this case is twofold: first, the water vapor loosens clogged pores and softens hardened sebum; second, the heat induces sweating which further helps to dislodge and flush out the pores. Sebaceous filaments, for example, are often difficult to extract because the sebum is hardened. Steam is extremely helpful when preparing to extract these sebum plugs.
MYTH ALERT: Pores DO NOT open and close. Similarly, you cannot shrink the size of a pore. The buildup of sebum, dead skin, and bacteria can oxidize in an
open pore to form a blackhead, making the pore look larger because it's now filled with debris. If the pore is enlarged due to congestion or sebum build up, extracting the pore will make it appear smaller, but the pore will never be smaller than it is when naturally clean and clear. The reason steaming is often misunderstood is because of the popular misconception that you can change a pore's size. In reality, the "smallest" pore only appears that way because it is a clean pore. Steam is also great for clients with sallow or tired looking skin. Because steam brings circulation and fresh blood supply to the skin, it can help with healthy coloring of the skin. Because steam softens the skin, it can also help active ingredients penetrate.
WHO SHOULD YOU NOT STEAM? Here is the important part. Steam is not recommended for clients with sensitivity, aging skin, dryness, volume loss or dilated and broken capillaries. Clients with sensitive skin might already deal with facial redness on a daily basis. Causing the skin to warm up and experience an increase in blood flow
skin Facial Steam Myths
steaming. Otherwise, clogging silicones and oils will only seep further into the client’s skin. The length of steaming depends on the amount of extractions needed and the condition of the individual client’s skin. Be mindful of how long you are steaming. Steaming for the entire facial is not recommended.
AT HOME STEAMING
can exacerbate this problem because it dilates the blood vessels in the skin causing them to appear larger and redder. Especially in clients with rosacea, steam should not be used, as the steam can cause flushing and increased inflammation. Hot temperatures also strip natural moisture from the skin. Clients with aging skin already have more delicate skin than their 25 year old self did. Softening the outer layer of the skin can make it thinner and more delicate and therefore more prone to wrinkles and dryness. Often times, those with aging skin suffer from an impaired skin barrier, making steam especially damaging because the outer layer of the skin is already compromised. Recently, reports have also shown that heat can cause a slow destruction of collagen strands and therefore cause premature aging. For this reason, steam should not be used on clients with fragile or aging skin. When using steam on clients with dry skin, be diligent about rehydrating the skin and applying a slightly occlusive moisturizer at the end of the treatment, as steam can leave the skin more vulnerable to TEWL and dryness.
Many clients purchase popular at home facial steaming devices online or even boil a pot of water to experience facial steam at home. This is not only ineffective but also dangerous. Without a skin care professional who knows their skin and how much stimulation it can take, clients run the risk of overstimulation, dehydration, irritating skin conditions they might have, and even a bad burn. Talk to your client about their home care routine and educate them on why steaming needs to be performed by a licensed professional. Not every client can benefit from steam. And unfortunately, some clients can experience a worsening of their condition due to facial steaming. Use your best judgment and take time to break the habit of automatically steaming every client prior to a thorough skin analysis!
STEAM PRECAUTIONS Proper care should be taken if you determine that your client is a good candidate for steam. Make sure your steam is at least 10 inches from the face, and ask your client if the steam is hitting evenly and if they are comfortable with the heat and amount of steam. Be sure to clean your steamer and water basin thoroughly to prevent moldy build-up. Check your manufacturer's instructions when doing so. Many clients arrive to their facial appointments with makeup on. Be sure to remove the client's makeup before LNEonline.com
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NEWS 2
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Address the Cause of Aging Emepelle safely and effectively addresses Estrogen Deficient Skin (EDS), a primary cause of accelerated collagen loss and skin aging in women.
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* F our-week clinical study on 30 women of all skin types (avg. age 52.1 years). The efficacy and tolerance were tested on D0, D14 and D28. Performed by Lab. Dermo-Cosmetik (G.M. Collin) on-site. Individual results may vary.
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CARILLON MIAMI WELLNESS RESORT MIAMI, FL
A Spa Evolution
SPA OF THE MONTH
by Cristina Beecham
“Come as you are; leave as you’ve never been.” The spa’s tag line says it all. The Spa at The Carillon Miami Wellness Resort is set in a luxurious 70,000-square-foot modernized wellness space surrounded by views of the ocean water and offers a holistic approach to treating the mind, body and soul. As the largest luxury spa on Miami Beach, the Carillon includes indoor and outdoor ammenities, the unique Thermal Experience, an elegant fitness center with daily classes, full-service salon, and an integrative wellness center staffed by a team of medical professionals. With a recently expanded menu of services and newly debuted partnerships with leading global wellness brands, the spa at The Carillon Miami Wellness Resort offers everything from traditional Ayurvedic massages to high-tech skin care and even medical treatments such as fillers and IV therapy. The team of leaders and medical directors at the wellness resort bring a level of expertise that sets this spa apart from rest. The Carillon offers a transformative experience for its residential and transient guests, allowing them to relax, rejuvenate and reinvent themselves within the comfort of the seaside resort.
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spa Spa Of The Month
SPA EXPERIENCES The Carillon Miami Wellness Resort offers a full range of facial treatments, massages, body treatments, global rituals and Ayurveda. The spa’s Signature Experiences are designed to “transport you to an elevated state of being for the ultimate escape.” Inspired by the sea, the spa’s Signature Carillon Seaside Facial (60 minutes, $179) is a unique and restorative experience performed with “restoring aspects of the sea and the rhythmic flow of the waves against your skin.” This customized facial includes alpha-hydroxy exfoliation, cooling and lift eye mask, and facial massage performed with delicate brushes and human touch. The facial is completed with a nourishing multivitamin mask and is ideal for dry, stressed and tired skin. The spa’s menu of Ayurvedic services is designed to bring balance to the mind and body with natural oils and aromatherapy catered towards the client’s individual dosha: Vata (air + ether), Pitta (fire + water), Kapha (earth + wa26
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HEALTH & WELLNESS ter). The Zekhara Shankara Ayurvedic Shirodara Treatment (80 minutes, $279) is a personal favorite. This enlightening treatment “focuses on the release of tension around the head and neck, stimulation of the scalp, nourishment of the hair and balancing mama energy points to soothe the mind and awaken the senses.” A traditional Shirodara is performed with a steady stream of warm oil on the third eye chakra that glides through the hair to prepare the scalp for a deeply stimulating and relaxing scalp massage.
AMENITIES At the heart of the Wellness Resort is the spa’s extensive hydrotherapy circuit. Using “the restorative properties of water to promote well-being,” the sauna, steam, soak, salt room and herbal laconium offer an experience all their own that can be enjoyed before and after treatments.
For total body and mind rejuvenation, The Carillon Miami Wellness Resort offers wellness lectures, oriental medicine and acupuncture, spiritual healing, emotional health and NAD+ IV therapy. NAD+ stands for Nicotinamide Adenine Dinucleotide which is found in virtually all living cells; making it essential to sustaining life. The wellness resort offers several treatment packages, including the JetLag ($895) which includes 500ML of NAD+ delivered intravenously to allow guests to “bounce back” from travel-induced fatigue so they can fully enjoy their vacation with a hydrated and refueled body. The resort’s Spiritual Healing programs include a guided meditation and energy therapy. The Healing Energy therapy (80 minutes, $260) is designed to non-invasively “strengthen, balance and repair the human energy field as the therapist accesses the natural restorative processes” to reduce feelings of stress, anxiety, depression, and other mind/body ailments.
spa Spa Of The Month
EVENTS
The resort has also announced its partnership with plastic surgeon Dr. James Stern, M.D.F.A.C.S. who has joined on as the Carillon Miami’s Medical Director. Dr. Stern will introduce a cosmetic plastic surgery division to the resort’s spa. This exclusive partnership expands the resort's services to include non-invasive injectables. Dr. Stern will offer: • Non-invasive Injectables to treat and correct wrinkles around the eyes and forehead with options including Botox, Dysport and the latest brand on the market, Jeuveau. Dr. Stern will be one of the only physicians in the nation to offer Jeuveau injectables, allowing Carillon Miami guests to be some of the first to experience the cutting-edge non-invasive injectable brand. • Kybella for unwanted fat under the chin
This month, The Carillon Miami Wellness Resort is launching Wellness Retreat programs running May through November. Running May 3-5, the Jump Into the Present Moment Program features Inessa Freylekhman, a psychotherapist and Feng shui master. During the retreat, Inessa will guide guests into “a deeper conscious relationship with yourself and release subconscious blocks that may be holding you back from experiencing well-being, success and joy. Clear your mind through meditations and forgiveness rituals. Trigger the power of intentions and allow time to bask in your own light, goodness and mission by reclaiming the powerful you.” A second opportunity for retreat, the Become the Healthiest Version of You retreat takes place May 24-26. Led by Clarissa Lenherr, Nutritionist, BA HONS, DIP, CNM, mBANT, mCNHC, this three day retreat encourages guests to take control of their health and wellbeing through optimum nutrition and lifestyle. The retreat “will focus on nourishing your mind and body through a holistic offering of inspiring nutrition seminars, blissful yoga sessions, delicious and healthy food workshops, restorative spa treatments and oneto-one consultation for every guest.”
Rundown The Carillon Miami Wellness Resort 6801 Collins Avenue Miami Beach, FL 33141
Services: spa; health & wellness; fitness; salon & beauty
Spa Director Spotlight
Tammy Pahel overseas the Carillon Miami team of over 100 professionals in spa, fitness, salon and wellness. With almost 30 years of experience in the spa industry, Tammy has fostered many successful relationships and collaborations with wellness brands to elevate her spas through strategic partnerships. Formerly the Director of Spa at Turnberry Isle Miami, Pahel launched a successful integration of medical spa services and rebranding of the spa. At Carillon Miami, Pahel continues to work on collaborative partnerships with wellness and medical professionals to expand the mind-body experience offered to guests.
866.276.2226 www.carillonhotel.com
• Sclerotherapy for unwanted spider veins on the legs
Spa Director: Tammy Pahel
• Consultations for invasive procedures including Facial Rejuvenation, Breast Enhancement, Body Contouring, and Revision. Consultations start at $250.
Facilities: herbal laconium; crystal steam room; finnish sauna; experiential rains; hydrospa; thermal heated loungers; atlantic spa; footspa; igloo
Cristina Beecham is the Managing Editor of Les Nouvelles Esthetiques & Spa. She is also a licensed esthetician with an intense passion for the skin care industry. Cristina is your source for inspiration in progressing the gift that estheticians give their clients. Please connect with her at mcristina@lneonline.com
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Spa
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Bioavailable Peptides Provide Life Changing Results Viktoria De’Ann serums provide targeted results to address the unique skin issue of each individual client. For over three decades, our biochemists have been working with the intricate code of peptide messaging. We combine exact science, innovation, and our extensive knowledge in bioavailable peptides to create a renaissance in cosmeceutical skin care. As a result, our pharmaceutical-grade ingredients give licensed dermatologists and estheticians an innovative solution to create ultimate clinical results.
Simply Incorporated into any Treatment Set yourself apart by easily combining pure bioavailable peptide serums with different modalities. Bring about new and exciting changes to aging and other skin conditions by advancing your therapeutic treatments. A lifetime of environmental hazards, UV rays, toxic chemicals, and aging itself can cause significant skin challenges. This breakdown process begins by the time we become adults, resulting in fine lines, wrinkles, and dull or uneven tones. Eventually, the skin loses its elasticity, and imperfections become more noticeable. Viktoria De’Ann peptides change that by renewing from within, rejuvenating surface cells to provide dramatic skin transformations. Our specialized serums amplify results and are seamlessly added to any treatment as well as home regimens. Professionals have seen astonishing outcomes, some after only a single treatment. We are thrilled to be a part of something so significant.
All Peptides Are Not Created Equal We know how much bioactive peptides matter for the efficacy of your clients’ skin care.
We believe in changing lives. We constantly challenge the status quo by utilizing innovation, experience and knowledge to provide results beyond current expectations. Changing lives is what we do and makes us who we are!
Our vertically integrated process ensures each product contains a concentration of peptide high enough to achieve optimum results. This means Viktoria De’Ann creates breakthrough peptides and formulates those peptides into final products. The effect is healthy, beautiful skin, exceptional results, and long-term client retention.
Long-term Results Lifetime Relationships Viktoria De’Ann values its professionals and understands the importance of customer relationships. To help build these relationships, we offer programs with no minimum order requirements, free professional size products, and free peptide serum samples. This provides the opportunity to experience the product, see the results, and create relationships one customer at a time. Join us in select cities for our educational courses to gain a greater understanding on how to incorporate peptides into your treatments.
Try a Free Sample Experience the product and see the life-changing results for yourself! Now you have access to Viktoria De’Ann, the exclusive professional skin care company preferred by dermatologists and estheticians. Viktoria De’Ann peptide cosmeceutical products are sold exclusively to licensed professionals. Register at www.viktoriadeann.com and enter code LNE1905 for a representative to contact you about receiving free samples.
POPULAR AND PROFITABLE SUMMERTIME
PROMOTIONS 32
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Take advantage of warmer weather with these summer strategies by Pam Stellema
Summer is a wonderful time of year, especially for the spa industry. It’s when clients shed their winter woollies and expose their skin to the world. In turn, this creates a boat-load of opportunities for spas to promote their skin revitalizing treatments designed to restore skin to a healthier, smoother and softer condition. Fortunately, most spas offer plenty of treatments that achieve this perfectly. Choosing the Right Treatments for Your Promotions To achieve a successful promotion, you must start by choosing the right treatments. They must be: • already popular with your clients, plus • make you a healthy profit. The combination of these two elements guarantees a positive outcome. Don’t be tempted to choose your less popular treatments as the basis of your promotions, as this will always result in less interest and, therefore, fewer sales. Use previous years’ sales reports to identify your most popular and profitable summer-time treatments and list them down. These will be your go-to treatments for promotions that will return your best financial rewards. Let’s call these your Primary Treatments.
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business Popular and Profitable Summertime Promotions
Here’s an example:
Each of the Primary Treatments on your list can form the basis of a successful promotion. You can create a low pricepoint promotion by just using one of your Primary Treatments as the drawcard treatment, or a higher price-point promotion by combining several of them into one package. To build your promotional offer, you simply need to marry these Primary Treatments with some suitable Secondary Treatments that will provide value for the clients. It’s very simple and straightforward to create popular and successful promotions using this simple strategy.
Value-adding to create your Promotional Packages Clients love the opportunity to pamper themselves, especially when they also see great value on offer. This can be achieved by using a value-adding strategy for your promotions. It entails selecting one or two Primary Treatments (from your list) and then value-adding with time and cost-efficient Secondary Treatments that you either currently offer or can create. The benefits of value-adding are: • Your most popular and profitable treatments are never discounted (which can result in damaging the long-term pricing integrity of the treatment). • Your clients may be introduced to a treatment or treatments they’ve never tried before. • Your clients receive excellent value and leave happy.
Creating a Value-add Promotional Package To get started, choose a suitable Primary Treatment from your list. On paper, draw a circle and enter the name of the chosen Primary Treatment. Branching off from this, add all the smaller Secondary Treatments that you know will complement it.
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If you intend to use only one Primary Tre a t ment, cho o se o ne o r tw o Secondary Treatments to value-add with. The more Primary Treatments you include, the more Secondary Treatments should be included in your package. Remember, you can also create additional Secondary Treatments to build out your promotional offer that may not necessarily be on your Service Menu. Examples of promotions using one Primary Treatment. In the following examples, the treatments in bold are the Primary Treatments, with those following being Secondary Treatments which provide the additional value.
Body Scrub + Back Mask + Foot Massage.
- Both the Back Mask and Foot Massage are inexpensive to provide and the Foot Massage can be done after the Back Mask is applied.
Body Massage + Body Brush + Scalp Massage
- Body brushing is an excellent Secondary Treatment. It is quick to do with no additional outlay once the brush is purchased. The Scalp Massage can be incorporated into the Body Massage.
Skin Peel + Hand Peel + Neck or Décolletage Peel
In this package, the addition of the Hand Peel and Neck or Décolletage Peel requires almost no additional time but some additional product cost. If your peel product is quite expensive, you could increase the cost of your promotion to allow for the additional product expense.
Skin Revitalizing Facial + Foot Refresher Treatment (scrub and massage) + Lash or Brow Tint
- This facial promotion includes a pampering of your client’s feet which can be done during a mask phase of the facial. The lash or brow tint is also done during a mask phase if two masks are
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business Popular and Profitable Summertime Promotions
included in your treatment. Both very low-cost and time efficient. Examples of promotions using two Primary Treatments.
Revitalizing Facial + Body Massage + Foot Revitalizer Treatment + Mask upgrade/ serum
- Once again, a promotion with low-cost and low time value-add treatments. The Foot Revitalizer Treatment is done during the mask phase and while there may be an additional cost for the mask upgrade or serum, they are done in place of the regular mask, meaning no additional time is required.
Body Massage + Body Scrub + 10 min Facial Massage + Aroma Foot Soak
- The facial massage can be done in conjunction with the Body Massage and the Aroma Foot Soak is done at the commencement of the treatment (possibly during the consultation process). Very little additional time is required and there is minimal cost for additional products required. All things considered, the secret to success when planning your promotion lies in the following: 1. Choosing popular and profitable Primary Treatments that your clients will love to receive. 2. Ensuring your Secondary Treatments complement the Primary Treatment/s and are time efficient and inexpensive in cost.
Pricing for Profit and Value This is where most spa owners make their biggest mistakes. They discount their promotional offer too heavily believing that only a very cheap offer will attract clients to purchase. Instead, your promotion’s price should be no less than the normal price of the Primary Treatments you include. 36
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Think ‘value’ not ‘cheap’. Marketing your Promotions There are a number of ways to market your Promotions to existing and prospective clients without spending a small fortune. • Salon Newsletter: If you send out a monthly e-newsletter to your client database, start with this. Focus on explaining the benefits of each of the treatments included in your promotion along with a call to action to make a booking. If you intend to limit the number of packages available, be sure to mention this also as scarcity can encourage people to make a booking rather than risk missing out on a great deal. Don’t limit your promotion to just one email. Send it out several times to your database throughout the offer period to remind people to make a booking. These additional emails will definitely improve your results. • Social Media: Focus on using the type of social medial your clients prefer rather than what you personally like to use. Video marketing is popular and will help you improve your organic (nonpaid) reach. Consider using Facebook advertising but ensure you target to the right audience to get the best return on your investment. • In-house Promotion: Ensure all your team members are aware of your promotional offer so they can start talking to their clients about it. Have some printed flyers on hand out to provide clients with package and booking detail. If you can use a street sign-board, this will also help attract local passers-by.
Everyone loves to be pampered while getting great value at the same time. • Local Businesses: If you’re located in an area where there are a high number of transients, approach local businesses and ask to promote your offers in their premises. This could be cafes, restaurants, hair salons, and hotels. People love to pamper themselves when on holidays, so this is definitely a worthwhile strategy to bring in those onceonly clients. • Couples: If you have the room required, promote your packages as suitable for couples. Selling two instead of one will instantly double your revenue. To sum it all up, remember, everyone loves to be pampered whilst getting great value at the same time. Move your mindset away from being cheap to offering great service and value, and you’re sure to enjoy great success with your summer-time promotions.
Pam Stellema is the principal coach and founder of SalonSavy, where she provides specialized industry-based
• Website: Every spa website needs a promotions page to entice lookers to purchase. Be sure to update your page regularly with your upcoming promotions and encourage readers to purchase early.
coaching to clients through telephone conversations. Stellema has previously owned and operated several highly successful salons, and specializes in maximizing salon productivity and profits. For more information, visit salonsavy.com.au.
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YOUR SMALL BUSINESS SPA
Nine Overlooked Ways to Keep More Revenue for Yourself by Eric Tyson, MBA
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If you're a small business owner, you know: The quest for revenue is never-ending. That means, besides chasing new customers, you're also scouring your expenses to see where you might make cuts. Eric Tyson's suggestion? Focus on minimizing one of the biggest (and sneakiest) expenses you face. Taxes. "Quite often, small business owners overlook some great tax reduction opportunities," says Tyson, author of Small Business Taxes For DummiesÂŽ, Second Edition. Yes, we all have to pay taxes, but there's no reason to overpay. Employ legal tax reduction strategies, send less to Uncle Sam, and you'll automatically keep more revenue for yourself." Keep reading to learn nine things you can do this year to improve your tax situation: INVEST IN WEALTH-BUILDING ASSETS During your working years, you probably don't need or want taxable income from your investments, because it can significantly increase your income tax bill. So, Tyson advises investing in real estate, stocks, and small business investments. These offer the best long-term growth potential. They are a tax-friendly option as well, because you're in control and can decide when to sell and when to realize your profit. Hint: As long as you can hold on to these investments for more than one year, your profit is taxed at the lower, long-term capital gains rate.
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business Your Small Business Spa FUND SOME RETIREMENT ACCOUNTS When you funnel your savings dollars into retirement accounts, such as 401(k), 403(b), SEP-IRA, or SIMPLE IRA, you can earn substantial upfront tax breaks on your contributions. "If you think that saving for retirement is boring, just consider the tens of thousands of tax dollars these accounts can save you during your working years," says Tyson. "And if you don't take advantage of these accounts, you may well have to work many more years to accumulate the reserves necessary to retire." CONTRIBUTE TO A HEALTH SAVINGS ACCOUNT HSAs hold promise for people to put money away on a tax-advantaged basis to pay for healthcare-related expenses. Money contributed to an HSA is taxdeductible, and investment earnings compound without tax and aren't taxed upon withdrawal so long as you use the funds to pay for eligible healthcare costs. So, unlike a retirement account, HSAs are actually triple tax-free! CALCULATE WHETHER A DEDUCTION IS WORTH ITEMIZING The IRS gives you two methods of determining your total deductions. You can either choose the standard deduction method, or you can choose to itemize. Standard deductions make sense if you make a regular paycheck, have a rented apartment, and have no large expenses. In 2019, single people qualify for a $12,200 standard deduction, and married couples filing jointly get a $24,400 standard deduction. The other deduction method is itemizing. This procedure is more of a hassle, but if you can tally up more than the standard deduction amount, itemizing saves you money. Your personal property and state income taxes are itemizable, up to an annual cap of $10,000. Further, if you pay a fee to the state to register and license your car, you can itemize the expenditure as a 40
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When you're running a small business, every penny counts. deduction. (However, you can deduct only the part of the fee that relates to the car's value.) Because you can control when to pay particular expenses that are eligible for itemization, you can shift more of them into selected years to take full advantage of itemizing. However, if your itemized deductions are equal to or less than the standard deduction, take the standard deduction. TRADE CONSUMER DEBT FOR MORTGAGE DEBT Suppose you own real estate but haven't borrowed as much money as your lender allows. And suppose you've run up high-interest consumer debt. In that case, you may be able to refinance your mortgage (borrowing at a lower interest rate than your credit card bill) and pull out extra cash to pay off your consumer debt. You may even get a tax-deduction bonus, because while consumer debt isn't tax-deductible, mortgage debt usually is. "Remember that refinancing your mortgage and establishing home equity lines involve fees and charges," says Tyson. "Keep these expenses in mind when weighing the pros and cons of this strategy. Also, be aware that borrowing against the equity in your home can be an addictive habit that can handicap your ability to work toward other financial goals. Stay responsible." CONSIDER CHARITABLE CONTRIBUTIONS AND EXPENSES When you itemize your deductions on Schedule A, you can deduct contributions made to charities. Most people already know that when they write a check to a college or house of worship, they can deduct it. Yet many tax-
payers overlook the fact that they can also deduct expenses while performing activities for charitable organizations. For example, when you go to volunteer at a soup kitchen, you can deduct your transportation costs getting there. You can also deduct the fair market value of donations of clothing and other goods to charities; just keep your documentation of donated items. Finally, you can deduct contributions to local schools, including youth sports programs, as long as the money goes to the overall team rather than being earmarked for your child. You can even deduct the cost of driving your kids to school events. SCOUR FOR SELF-EMPLOYMENT EXPENSES If you're self-employed, you already deduct a variety of expenses from your income before calculating the tax that you owe. When you buy a computer or office furniture, you can deduct those expenses. Employee salaries, office supplies, rent or mortgage interest for your office space, and phone expenses are also generally deductible. "Although more than a few business owners cheat on their taxes, some self-employed folks don't take all the deductions they should," says Tyson. "Be sure you take advantage of deductions for which you are eligible." IF YOU'RE PART OF A MARRIED COUPLE, CRUNCH THE NUMBERS ON FILING SEPARATELY About five percent of married couples file their federal income tax returns under the status of "Married Filing Separately." Most do so to save money, but there can be other reasons, such as each spouse not wanting to be liable
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business Your Small Business Spa for their spouse's tax transgressions. To know if you should consider this option, crunch the numbers. Couples with the following characteristics may benefit: • If one spouse owns a pass-through business that is eligible for the 20 percent pass-through deduction but loses that deduction due to the combined income of their spouse. 2019.pdf
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• If one spouse has high medical expenses, which can be written off when they exceed 7.5 percent of adjusted gross income, but loses that deduction due to the higher combined income with their spouse. • If the couple lives in a state that has a tax code that may favor spouses who file separately.
• If you have a tax preparer, be careful to understand their additional fee for filing separate returns as that cost may wipe out the potential tax savings. CONSIDER WORKING OVERSEAS When you work in a foreign country with low income taxes, you may be able to save big-time on income taxes. For tax year 2019, you can exclude $105,900 of foreign-earned income (whether you work for a company or are selfemployed) from U.S. income taxes. To qualify for this exclusion, you must work at least 330 days (about 11 months) of the year overseas or be a foreign resident. If you earn more than $105,900, don't worry about being double taxed on income above this amount. You get to claim credits for foreign taxes paid on your U.S. tax return, and the IRS gives you two extra months, until June 15, to file your tax returns. Remember two caveats to this exclusion. First, many of the countries people dream of living in—such as England, France, Italy, Sweden, Germany, and Spain—have higher income tax rates than the ones in the United States. Also, this tax break isn't available to U.S. government workers overseas. "When you're running a small business, every penny counts," says Tyson. "Having more revenue in the bank can make the difference between struggling and thriving. A smart tax strategy can help more than you may have ever realized."
Eric Tyson, MBA, is the author of Small Business Taxes For Dummies®, Second Edition. Eric is an internationally acclaimed and best-selling personal finance author, counselor, and writer. He is the author of five national best-selling financial books including Investing For Dummies, Personal Finance For Dummies, and Home Buying Kit For Dummies. He has appeared on NBC's Today show, ABC, CNBC, FOX News, PBS, and CNN, and has been interviewed on hundreds of radio shows and print publications. 42
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PHILADELPHIA, PA
2019
natkbb: Thank YOU!!
The International Congress of Esthetics and Spa convened in Philadelphia on April 7th and 8th. Thousands of estheticians attended this year to see headline speakers like Kelley Baker and Nerida Joy. With such a jam-packed stage and exhibit hall, the energy in Philly was at an all-time high this year!
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MAIN STAGE The build-up of excitement surrounding this year’s keynote speakers was unleashed at the Main Stage. Attendees anxiously awaited the congress host, Kristina Mazzenga and found their seats early before her welcoming message. “Impact” is the conference word this year, and Kristina embodied that message with enthusiasm and a great big smile as she imparted her own passion for this industry on every audience member. Kelley Baker, a.k.a. “The Brow Queen” graced the Main Stage this year with a brow shaping demonstration that was both relatable and inspiring! Kelley told the story of how she started shaping brows on her best friend's couch and how she slowly built her brow empire. Kelley emphasized the importance of retail to the audience of aspiring brow artists.
CONFERENCES This year’s congress breakthrough star speaker, Beke Beau, hosted the Makeup Conference where she offered expert troubleshooting for aspiring makeup artists in the audience. With a relatable approach to breaking down the “Instagram makeup trend,” Beke focused on key techniques rather than products that artists need to execute beautiful makeup and communication with their client. Social media expert Clay Jacobson led the Marketing Conference and made his Main Stage debut. With the message being “Share Your Story,” Clay shared his own inspiring story of his brush with death and how he found his purpose. Clay loved hearing the stories of each attendee and their “why” as estheticians. The latest addition to the Conference lineup is the Lash Conference this year. Led by Jaclyn Peresetsky, attendees sat in on detailed lectures and demonstrations of lash lifts, extensions and lash business tips!
Flowlessbrows: What a FUN day!!
EXHIBITOR HALL Industry favorites and breakthrough beauty brands were anxious to set up their booths before the show. Attention to detail and high-energy were musthaves as exhibitors brought their best and brightest to Philadelphia. The exhibit floor energy was at an all-time high on Sunday, as thousands of attendees took to the aisles between their favorite Main Stage speakers. Exhibitors had a blast educating and interacting with estheticians using their products and looking for new lines to carry. Each and every brand representative left excited for the upcoming show in Dallas.
Ikinsskincare: It was such a success!
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esty2esty
ON INSTAGRAM
See what the @estheticianedit duo has been up to this month! pril was a busy month for the Esthetician Edit duo! With The International Congress of Esthetics and Spa in both Philadelphia and Dallas, your #estyeditor and #marketingmika were jet setting
• We love an organized retail shelf! Post sugaring at Sugared + Bronzed Philadelphia!
• Mika could not wait for #BrowKing Nicck Townsend to fix up her brows again this year in Philly!
weekly! We’ve got tons of content ready for you guys this month and can’t wait to share all the treatments and behind the scenes interviews we have with estys around the country. Stay tuned on our Instagram page @estheticianedit for more!
Are you a #girlboss esthetician? Esthetician Edit is a community just for you! Connect with the latest generation of skin care powerhouses by following our #esty2esty chronicles! Every month, we sit down with estheticians who are making a name for themselves! Message @estheticianedit on Instagram to be featured! • A dream come true! We couldn’t wait for Joanna Kula (@skindevotee) at Rescue Spa to get her hands on us…
• Standing room only! Who was your favorite speaker at #PhillyCongress19?
Follow Follow the Esthetician Edit duo as we take on this year’s ICES shows! Catch us at the Speaker Lounge for product giveaways and photo ops with our speakers!
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@estheticianedit
SOCIAL MEDIA Guide All About Paid Advertising, Budgeting, and Growing an Authentic Following
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FACE FORWARD WITH
FACEBOOK ADS All About Paid Advertising by Louis Silberman
When you think of viruses, you probably don’t think of Mark Zuckerberg, one of the richest guys in the world, right? But as co-founder/CEO of Facebook, he is arguably one of the greatest virus creators of all time. Now, in the medical world, viruses are considered a bad thing. They’re something we don’t want to spread from person to person. But in the business world, viruses refer to information, articles, and images that are shared largely through social media—and those types of viruses, we want to spread like wildfire. We want to go viral. Zuckerberg, in his youthful and technological genius, understood before a lot of other people did that liking, tagging, and sharing other people’s social media posts would become our new way of communicating online. We’re drawn to it because it allows us to interact with others but in a very quick way—and in our mega-fast world, that’s key. Every time we share a post, we increase the odds that one of our friends will share it with their friends, and so on and so on. When a business-related post goes viral, it can be highly profitable to the business owner.
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Social Media Guide
Organic vs. Paid Efforts Facebook posts, like many other social media campaigns, fall into two main categories: organic posts and paid advertising. The goal is the same for both types—to get more followers, likes, and shares. The difference of course is that organic posts are free, focused on content creation and curation. In the esthetics world, examples of Facebook organic posts include blogs, before/ after photos and videos, specials that you’re running, introductions to new treatments, and providing links to any exciting news in your industry. With organic posts, you’re building your brand awareness and also hoping to drive traffic to your website which ultimately, will result in sales. Paid advertising is just that: You set a budget to run ads or boost posts and monitor your results. Your deci52
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sion to do this is largely determined by how much you want to spend but you don’t actually have to spend a lot to get click-throughs.
Keys to Effective Ads and Posts Targeting to your specific customer is essential and to do this, you need to be very aware of your audience, what types of ads and posts stimulate engagement, and perhaps most importantly, what doesn’t work so that you don’t waste money. Who is your main customer? Female/male? Age? Income range? Don’t waste advertising dollars outside your market. A bigger reach isn’t the only goal; it’s reaching the right people, those who are most likely to purchase from you. I’m also a big fan of boosting posts that have already generated some excitement (your business Facebook page
will offer you the opportunity to boost existing posts and you simply set your budget). You can do this for content posts and also for contests that you create to get people to enter for a prize/ free service in exchange for their email address.
What Should I Post? Anyone can post about what they’re selling, but if that’s all you post, over time, you’ll probably get ignored. Instead, mix things up. Some of your posts and ads should be salesy, some informational, some just plain fun, some motivational—you get the idea. I always say the best type of selling isn’t actually selling but involves a personal story: How your own acne scars were dramatically improved with chemical peels; how another client’s confidence soared when she started doing oxygen
Social Media Guide
Find what makes you interesting and unique as a service provider and regularly post about that. with what you’re selling. Reach out to them and ask them if they’ll follow you on Facebook or Instagram and/or give you a shout-out in exchange for a free service. When they receive the service, take videos and pictures and ask them to post them on their page, along with a special code so viewers can get a special discount. different platform (less written content, more visual, and a younger demographic), it’s still a form of Facebook. Give both platforms a try. If you’re selling a product to a younger audience (acne treatments), try it out on Instagram; if it’s an anti-aging treatment, give it a whirl on Facebook.
facials. Find what makes you interesting and unique as a service provider and regularly post about that. This is a type of indirect selling. For example, even though I’m in the medical aesthetics/training industry, my Instagram feed rarely talks about that. Instead, I post mostly things to inspire and motivate others to live their best lives and chase their business dreams. Then, on my Instagram “story” circle that appears at the top of the page, I always show exciting things happening in cosmetic laser training, which creates prospective clients. Check out @louisthelaserguy to see my marketing strategy, and how you can adapt it to your own.
Visuals are Everything You may already know that Facebook bought Instagram, so even though it’s a
Our world (and our industry) is so image-driven and viewers also like the immediacy of live videos. When my company, National Laser Institute, posts a random treatment before/after picture, we’ll typically get about 500 views. But when we do a live video (just thirty seconds or so), it jumps into the thousands. All you need for either is a smart phone and internet access.
Using Influencers to Boost Engagement
Tracking Your Results In business and in life, it’s often not how good or skilled you already are but how quickly you accept and realize when something isn’t working, dump it, and move on. This applies to all of your posts and ads. For paid advertising, Facebook and Instagram offer Ads Manager, where you can easily track who sees your ad, who clicked on it, and how much you’re spending. Without measuring your results, you really are flying blind. In fact, most businesses fail simply because they aren’t tracking results. Always: Test, tweak, and dump when necessary. You’ll be glad you did.
Louis “The Laser Guy”
Silberman is CEO of National
For little or no cost, you can also find influencers in your industry and piggyback on their success. Influencers are people who have the ability to influence others to buy products or services by promoting them on social media. Lots of people in the aesthetics business would love to have Kylie Jenner as an influencer because she kills it on social media. Look for people like her with a lot of followers who are in line
Laser Institute, a national cosmetic laser and medical esthetic training center founded a decade ago, and owns medical spas in Scottsdale and Dallas. He’s the author of Make It Happen Online and a motivational marketing speaker. Silberman created the sixth most visited health/beauty website and was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award 2014. Contact him at louis@nationallaserinstitute.com.
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BREAKING DOWN YOUR
MARKETING BUDGET
Strategic Planning for Internal and External Marketing by Mara Shorr, BS, CAC II - XIV and Jay A. Shorr, BA, MBM-C, CAC I-XIV
In the medical spa, esthetic and plastic surgery industries, practices around the country are in all stages of business; from planning to open their doors for the first time, to thinking about an exit strategy to pass the baton. A common denominator through each of these businesses is failing to come up with a strategic marketing plan and a marketing budget, which leads to big mistakes that are unforeseen at first. Therefore, we advise our clients to come up with a line item breakdown of how they plan to spend their hard-earned dollars on marketing.
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Social Media Guide
We recommend breaking down your marketing plan into three separate categories. Internal marketing, which will include (but is not limited to) the following items:
• Business cards for each team
member, in addition to appointment reminder cards. Remember to allocate both design and printing costs! • On Hold" messaging for your phone line. This can often be a onetime fee that includes voiceover work and music, although there are services that provide a rotating message recording for a monthly cost. • E-newsletters. Remember to allocate the monthly software, such as Constant Contact or MailChimp, as well as the design fee for the creative designs. • Automated email/text message patient reminders. We recommend utilizing software that will do this for you to make sure it’s done consistently. There are a number of options available that will speak with your EMR or CRM system for a monthly fee, such as Solutionreach. However, check to see if your own internal system already has this capability. • Phone number tracking system. If you’re planning on instituting a number of separate marketing campaigns, consider using a service such as CallTrackingMetrics.com to track the success of each campaign. In addition, some of these monthly services allow your calls to be recorded for quality control. • Events. Yes, an event will often come with an independent budget, so break down how often you’ll want to hold each event, how vendors can contribute to lower your expenses, staff overtime, marketing expenses, and more. • Strategy to obtain patient online reviews. Consider how you’d like to grow your online presence from your current patients. For example, print 56
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postcards for each team member to hand out at the front desk… but remember to allocate a designer and printing costs to this campaign. It can be small, but worth it! • Private label skincare products. This is an incredible way to remain topof-mind with your patients… patients who already trust you with their skin! They’ll look at your name, address, phone number and branding every morning and evening while at home or on the road. This upfront investment will ultimately be a revenue-generating expense as retail. • Practice-branded bags for retail products. Why give your patients their new purchases in a generic bag? This small touch goes the extra mile. Remember to include the setup fee, as well as an expense for the bags themselves. • Practice-branded scrubs for all team members. This unifies your practice and makes everyone appear to be a strong team. Plus, when your team leaves your office and runs errands after work, they turn into walking billboards!
Be sure to include both the costs for the scrubs, as well as the embroidery of your office’s logo. • Practice-branded, post-procedure ice packs. If you perform a procedure that requires you to send your patient home with an ice pack, spend just a little bit more and splurge on an ice pack that’s branded with your logo. It’s something they’ll keep in the future, and you’ll remain in their freezer for months or years to come! In addition, remember to include branded office décor in your marketing budget, including, but not limited to:
• A television or monitor with customized rotating marketing messages in both your reception area and treatment rooms. There are a number of services out there that provide both the monitor and the monthly service fee, including Mediplay, so be sure to look around for the best option for you. • Customized practice-branded brochures. Sure, those free vendor brochures sound great, however we
Social Media Guide
always recommend that our clients create customized brochures for their offices, including information about their services, their team… and branded to THEM. Be sure to include costs for both the design and the printing here… and trust us, it’s worth it to pay a little extra to have them arrive in your office already folded! • Customized Before and After Photo Books (Reception Area & Treatment Rooms) • Customized, practice-branded artwork throughout your entire office! This could include customized canvases in your treatment rooms, framed press pieces in which the practice is an expert source, framed photos of the providers receiving their certifications, at their white coat ceremony or on mission trips, framed patient testimonials and before and after photos, and more! Get creative, but make your office a permanent Throwback Thursday. Splurge on quality printing and matching frames. • Finally, remove magazines from your reception area unless you are featured in the publication, which adds to making you the local expert. External marketing, aka “What We Normally Think of When We Talk About Marketing,” could include any of the following items:
• Your website, including a monthly
hosting, search engine optimization (SEO) and pay-per-click campaigns (PPC). While we see a lot of practices try and skimp on the monthly SEO, know that it’s not worth it to try and go without this option. This is one of the best ways for new patients to find you locally! Budget for not only the creation of a website by a professional inside our industry, but for a monthly plan as well. • Donating to silent auctions, charities and fundraisers. This is a great way to spread the word about your services to a population of potential patients who support local businesses AND have the pocketbook to do so.
• Traditional advertising, includ-
ing billboards/TV and radio ads. Be prepared for a large budget to make a bang in this arena! While these traditional outlets may show some return on investment, you’ll pay a pretty penny for them. GO BIG OR GO HOME! A minimal investment will not usually make any impact to your ROI. • Online review sites, such as RealSelf, Healthgrades and Yelp. Check out what you’re able to obtain with a free version of each of these sites, and what you’re able to obtain with a monthly plan. Do your homework and see what works best for you. Make sure your results are defined ahead of time and that the vendor guarantees these results or your subscriptions are adjusted accordingly. • Industry Journals. Writing articles and publishing papers for an industry journal is better for the practice who wants to gain industry recognition than the practice who is purely looking to bring in new patients. However, this is still a free way to continue to spread your name. • Social media, such as Facebook, Instagram, and Snapchat. While social media offers a lot of free options, be sure to budget for your team’s time, as truly working the social media system WELL takes time. In addition, explore what a monthly budget for sponsored or boosted posts will be able to do for your practice. • Influencer campaigns. If you’re interested in pursuing an influencer campaign, we always recommend consult-
ing a professional to make sure you’re remaining HIPAA compliant through the process. That being said, budgets for this vary, so be sure to research accordingly. Of course, if you have a team member who is dedicated to marketing in your office, remember to attribute their salary, software and supplies to your marketing budget. Finally, after that plan is executed, we advise (and often work with our clients) on analyzing the success of that plan to make sure hard-earned dollars are working in the best way possible. We recommend each spend should average a 3.5:1 return on investment in order to be considered a success, so be sure to measure the success of your campaigns closely.
Mara Shorr, BS, CAC II-XIV serves as a partner, as well as the Vice President of Marketing and Business Development for Shorr Solutions, assisting medical practices with the operational, financial and administrative health of their business. She is a Level II - XIV Certified Aesthetic Consultant and program advisor, utilizing knowledge and experience to help clients achieve their potential. Jay A. Shorr BA, MBM-C, CAC I-XIV is the founder and managing partner of Shorr Solutions. He is also a professional motivational speaker, an advisor to the Certified Aesthetic Consultant program and a certified medical business manager from Florida Atlantic University.
QUALITY QUANTITY How to Avoid Fake Instagram Engagement
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by Mika Diaz
It takes time to build a genuine audience on today’s social media channels. We are followed for our content and creativity. Anyone who knows anything about social media knows it is a full-time job. Hours of time and dedication go into building a loyal Instagram following. Strategizing, networking, and engaging are only a few of the ways we try to create and deliver quality content. These productions all take time, and time is money! This is why leading by example is the way to go! Being real and original is how and why most of the first Instagram personalities and successful brands are still around today. Of course, being the first is always a plus, but being engaging is the key and consistency is also an absolute MUST.
Leading By Example Esthetician Edit by LNEonline is the fresh-faced younger sister of Les Nouvelles Esthetiques & Spa Magazine. With original video content, on-location interviews, in-depth marketing tutorials and step-bystep facial protocols, the duo behind the name aim to provide professional skin care education through a second-generation blog platform with the distinct polish and high standard of the sister publication. With the goal being to produce quality and professional content, the team consists of two very important parts. A licensed esthetician who curates the skin care and spa educational content with distinct knowledge and experience and a Marketing expert that creates content and tools for skin care and spa professionals to grow their business in today's modern, digital society. Everything produced by Esthetician Edit is genuine, factual, and more than anything REAL content. The Instagram page following has organically grown by connecting with the latest generation of skin care powerhouses and estheticians around the globe. Some would say the success of the skin care blog came from the creation of the #esty2esty chronicles, founded by the duo. Every so often, they have interviews with estheticians from near and far who are making a name for themselves. Some of these relationships have bloomed into wonderful collaborations and educational online videos! From these organic relationships and follow backs, the platform continues to grow, while using REAL engagement.
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The Rise of Fake Followers Your Instagram is a reflection of you and your business. In fact, many people have made a career out of their Instagram accounts, while others use it as their main advertising tool. With the Instagram marketing industry becoming more competitive, the rise of fake followers and fake engagement has grown. Instagram users looking to grow a fast following are using third party companies to purchase followers, likes, and comments. This tactic is especially deceptive when used by Instagram profiles looking to market their followers to advertisers, promising huge exposure for brands when in reality, their followers are mostly robots and fake accounts.
Let’s explore, shall we? Fake followers, likes and comments are deceptive to brands. They are lead to believe that this abundance of engagement is where they should focus their future efforts, when in reality they will just be wasting their time and money. Just how do you measure your ROI… what about the reality of your Brand Awareness? Want to learn how to spot a fake following? Here’s how…
The Shopper This buyer knows that shopping for an audience is not enough, they must also purchase engagement to make their accounts look “legitimate.” Likes are not the only other thing you can buy besides followers… Comments are also available for sale. Keep a look out for repetitive emojis or plain jane comments like ‘nice’ or ‘great photo.’ Most of the time, these comments are irrelevant to the post. Some other obvious ways to spot them are when the comments come from an account that is irrelevant to the page. For example, a dog food brand commenting on a makeup tutorial.
The Buyer These accounts buy their following. How can you tell? They purchase majority of their following, but “cheapen out” on buying the likes. Why? This can become a costly habit, considering you have to buy likes for each picture that has been posted. Therefore, they have minimal engagement for the number of followers they claim to have. You can usually spot “The Buyer” when they have… 40K Followers and only 60 likes… Or 1.1M Followers and 20 comments. It all depends on how engaged your audience is, but normally an account with over a million followers is one of the pioneers of IG and has a consistent like and comment to follow ratio. 60
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The Tease This method is usually performed by following an immense amount of accounts and then unfollowing the majority later on, so that they can look at your profile and maybe follow if they like what they see. Follow 600 profiles one day, unfollow 400 the next… This is technically a way to cheat the IG algorithm by getting eyes on your account that you normally would not. Another fun fact… these are usually computer systems that do all the work of following and unfollowing, since it is in bulk! Think about how much time the instagrammer would have to take of their own to find hundreds of thousands of new users to follow. This “Teasing”
behavior is usually a paid for robot, some sort of app, or computer system! Whether you’re a brand, follower, or in the most relevant case a business owner trying to sell a service… fake engagement is deceitful for everyone involved. Take the brand spending tremendous amounts of their branding budget hiring photographers, stylists, production crews and more! An esthetician or spa owner trying to produce quality content to gain clientele, a name in the industry or just a student follower trying to learn from the very best examples. All of the above will not be able to be measured. The real results of money, time, and energy spent working on digital presence all goes to waste on phony engagement. Let’s not forget the measure of authenticity. Brands have started to hire influencers with fake followings without knowing the true value in their following. Most find out the disappointing truth after the transaction. Right now is just the beginning of the digital era. With so much competition, it is difficult to see the authenticity out there. Your advertising budget is important and should be used efficiently. There are too many companies out there trying to fool brands and beat the system. With all this being said, watch out for fake IG engagement!
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It's All in the Eyes! 2
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1. Vitality C Eye Renewal Serum, Pure Mana Hawaii • puremanahawaii.com 2. Eye Babe Eye Treatment Oil, Salt by Hendrix • saltbyhendrix.com 3. Evening Primrose Eye Treatment, Norabloom Botanicals • norabloom.com 4. Youthful Eyes Peptide Cream, BiON Skincare • bionresearch.com 5. Azulene Repairative Eye Cream, Kim Manley Herbals • kmherbals.com 6. Royal Silhouette Eye Therapy Serum, Hale Cosmeceuticals • halecosmeceuticals.com 7. Bagless Eye Gel, DermAware • dermaware.com 8. Eye & Lip Treatment, Arielle Skincare • arielleskin.com May2019 LNEonline.com
Eye treatments to lift, depuff and nourish delicate skin 10 9
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9. Peti-Eye Serum, Viktoria DeAnn • viktoriadeann.com 10. Starry Eyes Brightening Eye Cream, Good Medicine Beauty Lab • goodmedicinebeautylab.com 11. Revitalite Eyelid & Dark Circle Corrector, Dermelect Cosmeceuticals • dermelect.com 12. Yogurt Kale Eye Concentrate, Sorella Apothecary • sorellaapothecary.com 13. CBD Pure Vitamin C Serum, SOL Strains of Life • sol.md 14. Anti-Wrinkle Eye Cream, Vivoderm • vivoderm.com 15. Humectant Eye Gel, Travertine Spa Collection • travertinespa.com
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1. Q-10 Retinol Defence Eye Care, Leim • leim.net 2. RapidEye Firming Wrinkle Smoother, RapidLash • rapidlash.com 3. Lint Free Eye Gel Patches, Minkys Eyelash Extensions • minkys.com 4. Ala-Lujah Lifting Crème, Cara Cosmetics • caracosmetics.com 5. Bright Eyes Dark Circle Radiance Concentrate, Goldfaden MD • goldfadenmd.com 6. BellEye with Arctic Micro-Algae, BelleCote Paris • bellecoteparis.com 7. Eye Brightening Treatment, Befine Food Skin Care • befine.com 8. Capsule Eye Cream & Wine Hydrogel Patch, Mishe Beauty • mishebeauty.com 9. Anti-Aging Eye Serum & Eye Lift & Contour Cream Keracell • keracell.com
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10. Bota-Peptide Eye Contour, G.M. Collin • gmcollin.com 11. Princess Eye Patch, Kocostar • kocostarusa.com 12. Rose Quartz Antioxidant Eye Mask, Knesko Skin • knesko.com 13. Eyebright Age Defying Moisture Complex, OM4MEN • om4men.com 14. CBD Eye Cream, SOL Strains of Life • sol.md 15. Fortify CBD Face Oil, Hempfield Botanicals • hempfieldbotanicals.com 16. Eye Repair Cream, Bella Schneider Beauty • bellaschneiderbeauty.com 17. Collagen Boost Peptide Eye Cream, The A Method by Tina Alster MD • theamethod.com 18. Gene Therapy Eye Cream, E'shee Clinical Esthetic • esheeesthetic.com
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# LBcongress19 66
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Long Beach, CA
September 8 & 9, 2019 Long Beach Convention Center
The International Congress of Esthetics and Spa is the place to connect with thousands of skin care and spa professionals. Ignite your passion and find the tools you need to innovate, inspire and expand your esthetics practice. Business Conference • Makeup Trends Conference Marketing Conference • Social Media Conference Product Focused Training • Premier Exhibitor Showcase + Countless Networking Opportunities
SPONSORED BY
Call 1.800.471.0229 for your official show program or visit us at www.LNEonline.com • USA: 305.443.2322 • FAX: 305.443.1664 LNEonline.com
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EMOTIONS AND SKIN CARE Personal Care with the Intention of Emotional Balance by Jimm Harrison 68
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There is a well known emotional component to cosmetics and personal care. Ask any skin care practitioner, cosmetic manufacturer, woman or beauty aware male about their recognition of cosmetic emotional benefits. Most are fairly certain of, make a living from, and are supported by studies that make evident the emotional benefit of personal care products. The emotional impact, in some ways, has always been a driver of this multi-billion dollar industry. With this in mind, a more intentional emotional outcome may be built into the use of personal care products. For the most part, the conversation around the emotional impact of cosmetics is focused on confidence or selfesteem and the feelings created by the use of the products. This would include the emotion created by the visual and tactile feel of the product. Emotional response is also influenced by and in a way generated by the branding and marketing of the product. It begins with an “idea” or perceived emotion that is communicated and placed into the mind of the consumer through verbal or visual transmission, i.e. advertising and promotion.
The biology of emotions To build the concept of emotionally driven products, there’s an important link that is best expressed by Nancy Etcoff, a Harvard Psychologist, in her 2004 TED talk; “We tend to think of emotions as just feelings. But in fact emotions are an all systems alert that change what we remember, what kind of decisions we make, and how we perceive things.” The key take away here is to be aware of the innate influence biology has on emotions, behavior and beauty.
Human connection to nature In a way, biology is the focus of this article. How to create truly emotional skin care using the deepest connections of who we are in nature. Dr. Etcoff identifies a biological connection to nature that leads us to the development of influential and emotionally driven skin care. “Our pleasures are really ancient. . . many of them are base. . . and one of them is biophillia,” a term suggesting that humans have an inborn tendency to seek connections with nature. As an example of the profound human response to the natural world, Dr. Etcoff talks of a study where, following surgery, the people who saw trees and nature, as compared to those who looked at a brick wall, had fewer complications, required less medication and remained in the hospital for a shorter period of time. For many, the modern lifestyle, especially of urban and suburban dwellers, is a disconnect from nature, with all the emotional and physical imbalance that goes with it. Many studies conducted show the restorative health and emotional impact of using nature as a stress reliever and builder of emotional and physical health. , Essential oils are an excellent resource to reestablish the nature connection. It’s helpful to understand that humans evolved with essential oils saturating the atmosphere, which further solidifies the human connection to essential oils, and their logical everyday use. Essential oil terpene molecules saturate any area having plant density, such as fields, parks and forests. The use of essential oils and their terpene composition, wearing on the skin or diffusing the atmosphere, stimulates the connection to, and the emotional stability, of nature.
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organic & wellness Emotions and Skin Care
Scent memory, human evolution and the chemistry of essential oils
Nature connection made with plant based ingredients What does this mean in relation to cosmetics and personal care products? It must be obvious by now that the suggestion will be the priority of plant-based ingredients for emotionally driven products. The biological connection to nature could be used to support the current market growth and demand for natural and organics in personal care. It should not be dismissed, or discouraged, that the growing interest in naturals may also be due to the affect on emotions of marketing a perceived safety and efficacy of natural ingredients.
Emotional pharmacology of essential oils The use of essential oils in personal care takes the biological and physiological impact to another level unmatched by any other ingredient. Essential oils are well documented for their use in relieving stress and anxiety, uplifting mood, and having overall profound emotional uses. This is a truly physical and biological reaction, mostly produced through the inhalation and olfactory limbic system response. These would include GABAergic effects, mimicking the feel good or relaxing effect of this neurotransmitter, as well as es70
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sential oils relationship to dopamine and other messenger molecules associated with behavior and emotional health. Empirical evidence and common knowledge has long supported the emotional use of essential oils.
Fragrance and scent branding is a highly influential aspect to marketing. Walk in a mall and smell your way to familiar stores, or identify a familiar product by scent alone, and you can easily understand the relationship of olfactory memory and anticipated behavior. Most scent branding used commercially is perfume or synthetic fragrances. Essential oils take this practice one step further by their chemical structure having the additional biological, pharmaceutical-like, response in the brain and body. Using the known emotional properties of essential oils in combination with the understanding of olfaction, incorporated into a true natural ingredient base, will result in emotionally charged skin care. It’s the essential oils that create specific, and highly effective, results in emotional adjustment and balance.
Memory and the emotional function of smell
The emotional skin care ingredient choices
Scent, through olfaction, has powerful influence on our moods and behavior. A significant factor is the association between a fragrance and the memory/ emotion connection. Every memory and every emotion has a scent attachment. Some can be quite profound as when a vivid, streaming-like, memory is triggered by a fragrance. This is a biologically engrained survival function that directs us to those things that are beneficial, like food or sex, and those things that are dangerous, such as food gone bad or a gas leak. This relates to all fragrances, not just essential oils. A product with a familiar odor having a positive memory association, even if unrecognized as familiar, will trigger the feel good emotion associated with the memory. Citrus aromas tend to be uplifting and joyful to most people. This is assumed to be due to the happy association with citruses forged as emotional memories when children.
Let’s put this together into a system of emotional skin care. The natural base is designed for therapeutic focus, application of the product and the emotionally related tactile aspect of the product. These include hydrosols used as toners, and the fixed oils and butters, recommended to be unrefined or partially refined organics, such as sunflower, shea butter, rosehip, cranberry, jojoba and any of the many other choices that continually become available. Flower essences, extracts providing the energetic or life force properties of plants and flowers, are also influential emotionally stabilizing ingredients. All of these ingredients, including essential oils, can be formulated to a specific skin type and an active, corrective function. The holistic capabilities of essential oils and other plant based remedies allows for action on all levels, emotional and physical needs. Existing plant based essential oil products may
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organic & wellness Emotions and Skin Care be evaluated for potential emotional benefit even if this isn’t included in the marketing. The result will be dependent upon the actual ingredient quality, or lack thereof.
Emotional skin care with essential oils Here’s how a moisturizer for aging or damaged skin, using any combination of the previously mentioned botanicals, all with potential healthy aging properties, can be structured for identified emotional intention. Using one healthy aging base, several different formulas may be created with a different combination of essential oils. Each essential oil listed has properties to address the skin type or purpose of the formula, in this case aging or damaged skin. This example also demonstrates a basis for customizing a service or retail.
• Soothe Atlas Cedarwood (Cedrus atlantica) White Champa Leaf (Michelia alba) Geranium (Pelargonium asperum) Ylang Ylang (Cananga odorata)
• Vitality Australian Sandalwood (Santalum spicatum) Carrot Seed (Daucus carota) Rosemary CT Verbenone (Rosmarinus officinalis) Rose (Rosa damascena)
• Confidence Buddha Wood (Eremophila mitchellii) Jasmine (Jasminum grandiflorum) Cape Snowbush (Eriocephalus africanus) Neroli (Citrus aurantium) These basic and simplistic examples are to show the ability to address a variety of emotions, along with the diverse selection of holistic essential oils that are available.
of personal care that could be the solution to so many difficult to treat or unresolved skin conditions, as well as other areas of health and wellness. A skilled botanical formulator with a “nose” for artfully fusing essential oils with therapeutic function and olfactory awareness, has the ability to develop profound emotionally charged personal care and skin care products. References 1. Nancy Etcoff, “Happiness and Its Surprises” TED2004
https://www.ted.com/talks/nan-
cy_etcoff_on_happiness_and_why_we_want_ it?language=en#t-259731 2. Won Sop Shin (2007) The influence of forest view through a window on job satisfaction and job stress, Scandinavian Journal of Forest Research, 22:3, 248-253
The potential of emotional skin care
3. Erin Largo-Wight (2011) Cultivating healthy
The opportunity to address emotions in skin care is truly holistic. Emotional imbalance is a principal cause of many skin conditions. If the emotions are not addressed in treatment, the condition may not be resolved. This is an area
Journal of Environmental Health Research, 21:1,
places and communities: evidenced-based nature contact recommendations, International 41-61 4. Celso A. Rodrigues de Almeida Costa,et al (2011), The GABAergic system contributes to the anxiolytic-like effect of essential oil from Cymbopogon citratus (lemongrass), Volume 137, Issue 1, 1 September 2011, Pages 828-836 5. Geun Hee Seol, et al, (2010), Antidepressantlike effect of Salvia sclarea is explained by modulation of dopamine activities in rats, Journal of Ethnopharmacology, Volume 130, Issue 1, 6 July 2010, Pages 187-190
Jimm Harrison’s innovative, diverse and ever-evolving approach to essential oils and holistic health has led him to become an Internationally recognized educator and formulator. Jimm is an expert formulator and has customized essential oil systems for spa and resorts, formulated private label essential oil products and has developed professional and retail organic, nutritional skin care. He developed and teaches the Essential Oil and Aromatherapy Non-Credit Certificate Program for Bastyr University CCCE and is the author of Aromatherapy: Therapeutic Use of Essential Oils for Skin and Health and Easy Essential Oil Chemistry: Unlock the Healing Potential of Essential Oils 72
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Organic & Wellness
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BRAZILIAN WAXING Your guide to finding the best Brazilian wax training by Crickett Enos
“I never learned how to do a Brazilian in school.” When I was in school, the only Brazilian training we had was watching a video. We weren’t allowed to practice them on each other or clients, which is probably a good thing. I can see now how unleashing a bunch of untrained students on the unsuspecting private parts of strangers might not be the best idea. But at the time I felt slighted, like I wasn’t learning everything I was supposed to learn to do what I wanted to do. I learned later that I wasn’t alone. 99 percent of licensed professionals never learned to do the Brazilian in school. And, contrary to popular belief, it’s not the school’s job to train us to perform a Brazilian at all. The school’s job is to teach us the information we need to pass our state licensing exams that will allow us to perform the Brazilian if we so choose. Getting the advanced education needed to execute the Brazilian properly is all on us. The Brazilian is by far the most intimidating of all waxing services. And with good reason, because there are so many things that can go horribly wrong if you are not properly trained. Almost all of the horror stories you’ve heard of skin bruising, lifting and tearing, or of clients going home covered in wax because the technician couldn’t remove it happened because that person was not properly trained.
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image Brazilian Waxing
Some waxing services are just harder to do than others and therefore require more advanced training. A back wax, for example, has a lower degree of difficulty. The back is a flat surface with hair growth patterns that are easy to see, so it plays well to the basic skills we learned in school, which were “apply the wax in the direction of the hair growth and remove against it.” Just about anyone could pick up a waxing stick and perform a successful back wax with very little training. The Brazilian on the other hand has twists, turns, loose skin, cavernous areas and hair that grows every whicha-way. It’s a higher degree of difficulty requiring a skill set above and beyond the basic techniques learned in school. Proper training and education in the art of the Brazilian will increase your skill, technique and confidence, along with your ability to analyze the skin to determine when to wax and when not to wax. Performing a proper skin analysis is key to preventing undesirable side effects. LET’S TALK TRAINING If Brazilian waxing is your goal, then advanced education is needed. Modern technology is a wonderful thing. There are ways to learn just about anything from the palm of your hand. As you surf, search and binge watch, when looking for education and training keep these things in mind.
1. Just because someone can perform
a Brazilian doesn’t mean they can teach you how to do it. Knowing how to do it and teaching others require two totally different skill sets. Someone may be great at performing the service, but lack the communication skills necessary to train another person. An experienced educator; • knows how to communicate verbally and visually so the student can easily understand and repeat the instruction.
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• is able to adjust his or her training and communication style to suit each students individual learning style. • provides constructive feedback and technique adjustments allowing the student to feel a sense of accomplishment and confidence.
2. Just because your friend taught her-
I’ve never done one before, how do I do it”? The answer is always, “You don’t. Refer them to someone who does Brazilians then get yourself trained to do them properly”. You can’t talk someone through a Brazilian and have it be successful. The only sure thing in this scenario is that someone will go home crying.
self the Brazilian by watching a YouTube video doesn’t mean you should. There may be some valid videos out there, but you have to go through a lot to get to them. Your time is more valuable than that. When there are videos where people are double dipping, not wearing gloves, and not holding the skin taut it speaks to their credibility as an educator. If you learn from an experienced educator from the start, you can hit the ground running with all of the right skills and none of the bad habits.
4. Do your research. Advanced ed-
3. You can’t learn to do a Brazilian
the best training option. Do you feel you learn best by watching, listening or doing?
in five minutes. An all too common post on social media begins, “Help I have a Brazilian in 15 minutes and
ucation is an investment, so do your research. Look for an educator with a proven track record. One who has developed and implemented a training formula that gets results. Don’t be afraid to ask questions, and make sure the answers make sense and speak to what they can do to help you with your specific waxing goals. Check out their social media reviews and ask other Estheticians for referrals.
5. Know your learning style to choose
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image Brazilian Waxing If you learn best by watching, you may benefit from videos, online training or live demonstration workshops. These formats allow you to see each step clearly, so that you can duplicate it and put it all together at your own pace. If you learn best by listening, video or online courses may the option for you as they allow the opportunity to replay the lessons over and over so that you can listen to the instruction as many times as you need in order to formulate your plan of attack. If you learn best by doing, private or group hands-on training would be a great option. These types of classes offer the opportunity to get your hands dirty and perform the Brazilian on live models. The greatest benefit of handson training is that you get real time feedback to improve your technique in the moment. This helps to ingrain the correction in your muscle memory.
There’s nothing like immediate feedback and correction to speed up the learning curve.
6. You get what you pay for. If you want
the best training, it may come at a higher price. In general, the more one on one attention and alone time you want with the educator, the higher the fee. Most educators will offer several ways to work with them (Private training, online training, group classes, videos etc.), so you can choose the option that fits for both your needs and your budget. It might help to know that everyone that performs the Brazilian is scared out of their wits the first dozen or so times they do it. It’s definitely not for everyone. But, if the only reason you’re not doing them is because of fear and lack of confidence, that can be addressed and corrected. When you know how to properly apply and remove the wax to
provide the cleanest and most comfortable waxing experience, while inflicting the least amount of pain it’s a powerful feeling. When you have the formula for executing an awesome hair removal service time after time, there’s no need to worry. It is possible to get over the fear and build the Brazilian business of your dreams, or at the very least not want to run and hide when you see a Brazilian on the books.
Crickett Enos, aka “The Wax Chick” is an industry leader, waxing educator, Licensed Esthetician, speaker, contributing author and waxing enthusiast. She is passionate about providing quality waxing education and helping estheticians lose the fear and feel the confidence while waxing!
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35................. Advanced Esthetics / Adonyss.................................................................................... advance-esthetic.us 15................. Advanced Medical Aesthetic Solution............................................................................ meditimeusa.com 17................. Agera Laboratories.............................................................................................................. ageralabs.com 84................. Altair Instruments...................................................................................................... altairinstruments.com 78................. Beau Institute of Permanent Cosmetics.......................................................................... beauinstitute.com 4,5................ Bio-Therapeutic.......................................................................................................... bio-therapeutic.com 9................... Celluma...............................................................................................................................biophotas.com 13................. Circadia....................................................................................................................................circadia.com 29................. Dermaware........................................................................................................................dermaware.com 21................. Dr. Jeff / Beaute Attica, Inc........................................................................................................ dr-jeff.com 2,3,77........... Eminence Organic Skin Care..................................................................................eminenceorganics.com 83................. Equipro USA..................................................................................................................... equipro-bty.com 23................. G.M. Collin Skin Care............................................................................................................ gmcollin.com 16................. Gold Cosmetics............................................................................................................goldcosmetics.com 47................. Grandelash MD............................................................................................................grandelashmd.com 61................. Hawrych MD Lash....................................................................................................... hawrychmdlash.com 66, 67........... Int’l Congress of Esthetics and Spa: Long Beach...............................................Dallas.skincareshows.com 43................. Industry Cosmetics...............................................................................................................gomyskin.com 41................. Le Mieux - Bielle Cosmetics....................................................................................... biellecosmetics.com 7................... Lira Clinical.......................................................................................................................... liraclinical.com 71................. Rapidlash/Rocasuba............................................................................................................. rapidlash.com 81................. Rejuvi Laboratory................................................................................................................... rejuvilab.com 37.................. Revitalash.................................................................................................................................... revitalash.com
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