Knowledge is power; however, with the popularity of skin care on social media, how do professionals help clients navigate through the myths and the truths? More and more platforms are flooded with inaccurate information, making clients believe there is a one-size-fits-all solution to various skin care concerns. 

GLOW GATHERINGS 

In-person branded classes and educational events in the spa are becoming more important to showcase professional expertise, ensure that clients are kept informed with accurate information, and secure and increase a loyal client base. Professionals can partner with a skin care supplier to send in a brand educator or have the spa team address clients to explain various skin conditions, the chemistry behind the products, the specific action of the products, or new product launches. 

Many spas plan events around occasions, such as an anniversary event to celebrate the years in business, a spring fling, preparation for winter, a client appreciation event, or whatever is deemed of interest to clients. 

EVENT PLANNER 

Three Months Prior 

Planning is of the utmost importance for a successful event. A minimum of three months prior to the event the date, time, theme, invitation list, promotions, draws, media to target, decorations, staff that will participate, and areas of the clinic that will be used for the event should be decided. Providing complementary express treatments is always a draw for clients and allows staff to introduce them to treatments on the menu that they may have overlooked. It is a great time to showcase the add-on options clients can book with their facials, such as a chemical peel, arm and leg exfoliation, massage, eyebrow shaping, smoky eye makeup application, or a scalp massage. Offering a different miniature treatment in each of the facial rooms allows clients to float from room to room and experience several of the items being offered. 

Karen Asquith is the director of education for G.M. Collin Skin Care, based in Montreal, Canada and Plattsburgh, New York, where she provides skin care training programs and guidance for an international staff. For the past decade, Asquith has consistently been featured as a guest lecturer at skin care industry forums, both live and digital, presenting cutting-edge skin care protocols and topics. She is frequently featured in professional skin care publications and consumer magazines, as well as making guest appearances on Web M.D and the Life and Leisure Network. Asquith may be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..