Skin care professionalsknow that providing exceptional treatments is only half the story. Successful professionals most often dialogue with clients on long-term and short-term treatment plans, at-home skin care, and even which products to use and why. They educate clients and get them to the “why” behind recommendations, then couple it with the client becoming empowered with knowledge on how to achieve the glowing skin they desire. This important education on the products used both inside the treatment room and retail, along with key ingredients and benefits, will help them achieve their skin goals.

{mprestriction ids="3,4,26,18,6,7,8,9,14,18"}

Retailing products, when done well, can be extremely profitable. With an abundance of professional and consumer skin care brands currently available, there are many questions to be answered. How can a skin care professional sell to clients without being too pushy? When should they choose to talk about products to recommend to clients both inside the treatment room and when to handthe client off to the front-end reception desk?Skin care professionals, whether seasoned or new, come face-to-face with these questions. 

AVOID RETAIL OVERLOAD

Skin care professionals should strive to serve clients in every way possible. Retail quality products that provide at-home treatment benefits, as well as make sense from a financial standpoint. Prior to COVID-19, retail products would proudly be displayed with testers eagerly awaiting to be tried by clients, but those days are long gone, at least for now. So,this begs the question, “Does selling retail still make sense, and is it still profitable?” The simple answer is, yes. Even in today’s world of social distancing and mask-wearing, skin care professionals can still market their business, services, and products in different ways, especially through their digital channels and social media platforms.

Four key points to consider if thinking about incorporating retail lines in the spa business include the following:

Avoid Confusion. 

If lucky enough to find one brand that fulfills all the spa’s needs, then carry just one line.Inevitably, there is always a favorite go-to or hero product that is from another brand, perhaps a sun protectant factor product or mask.Most spas will carry at least two brands – the rule of thumb is to keep it simple. When there are too many options, it can cause confusion for the client and may discourage them from seeking the education they need to make smart purchases. So, remember to keep choices to a minimum and be well-versed on the products carried, including key ingredients, benefits, and application tips. In summary, a good guideline to follow is to carry at least two brands (the spa’s go-to brand and a specialty one that supplements the favorite line)but not more than four as it becomes cumbersome.

Made in the U.S.A. & Domestically SourcedIngredients

If the favorite brand is from another country, try to carry at least one that is made in the United States of America. This will help keep one’s options open and simple. Ingredients are sourced from all over the world and understanding the source of every ingredient from every vendor is nearly impossible. Find domestic lines with the least amount of imported ingredients and are instead mostly sourced and made domestically. This way there is a decreased risk for tampering of ingredients and quality-control of the brand will be up to FDA standards. There are great brands that are sourced from and made from coast-to-coast. Another component to keep in mind is the formulation of products. Ones that are made outside of the United States are made with consideration of weather and skin types in those areas. The exception to this is when carrying lines that are pharmaceutical-grade with very active ingredients. When supporting local and domestic businesses, the emphasis is usually on serving a broad demographic, but testing is usually done locally. 

Price

Most people are looking to pay the minimum cost for maximum results.The truth is, an individual usually gets what they pay for.Avoid carrying a less expensive line,especially if that inventory is just to appease those who do not want to spend a lot of money. This product may go to waste and will cost the spa in inventory investments that could have been used elsewhere.

With that said, choose the brand that the spa stands behind. Know the ingredients, the company story, and the benefits of using the product. Chances are, that brand is on the more expensive end due to its scientific-based research coupled with quality ingredients. Believing in what the spa sellscan overcome possible objections regarding efficacy or even cost. If clients sense enthusiasm, belief, and knowledge about the products, it will not feel like selling. 

Consider breaking down the cost into a daily amount and show them how small it is in comparison to their daily coffee fix. Enlist them to the idea that using quality, at-home skin care products in between in-person services will sustain the results of professional treatments.Simply put, quality, professional-grade retail products will help to protect their investment.

Backbar & Retail

 Does the line the spa loves also carry backbar products?If it is a busy spa, training staff on too many lines can become confusing, and as a result, employees may default to the ones they already love.Streamlining the products used to a brand that provides both backbar and retail products may help aestheticians to communicate what they used during the facial. The client can connect with a smell or feeling of the product as it was applied to the skin, coupledwiththe knowledgeof its benefits, which leads to the purchase of the product post-treatment.

Before choosing the two to four retail lines to carry, here are four tips to consider that should make the decision process easier.

DECISION PROCESS

Where Do They Sell?

 Is the spa’s favorite line available to consumers in major brick-and-mortar and online beauty stores? If so, there most likely will not be a commission for selling their brand unless there is an affiliate account with the brand of preference. After spending so much time educating clients on proper at-home skin care routines, as well as implementing a treatment plan, resulting in the client buying it for less elsewhere creates a loss of hard-earned retail dollars. Selling products that major beauty retail chains also carry, with loyalty programs and promotions, is not something that an independent skin care owner should try to compete with. Instead, carrying a professional-only brand that will not sell to major distributors can protect the business and increase the spa’s bottom line. There are plenty of fantastic brands to choose from that would love the opportunity to work with the spa. A little research can go a long way.

However, if forced to sell a brand that is sold in other major retail locations, try to encourage clients to buy from the spa’s online portal and provide an auto-ship option. Be transparent. Tell them it can be bought somewhere else but encourage them to support their local business.Most people are extremely empathetic to local businesses and want to make a difference in their community. Give them a gentle reminder and tell them how much their support means. Cute signs placed in retail space indicating an online shopping portal is another way to create awareness without having to introduce the conversation. 

Effectiveness

There are many questions that need to be asked when it comes to determining the efficacy of the products retailed. What active ingredients are used in the product formulations, and what are the results? Are the claims scientifically proven? Are they effective, but safe? Do they nourish the skin?

Microbiome-Friendly

Consider the bustling ecosystem that lives on the skin – the largest organ of the body.The skin’s microbiome consists of good bacteria that not only affect the gut but also the skin. Just as feeding the gut with prebiotics and probiotics are essential to good gut-health, treating the skin topically with probiotics is imperative to maintaining overall skin health.By delivering prebiotics and probiotics to the skin, it is receiving proper nourishment to thrive against environmental assaults, toxins, and overly harsh and aggressive skin treatments. It is important to strengthen the client’s first line of defense and create a healthy barrier between the dermis and other germs that creates homeostasis being achieved and maintained.

Cruelty-Free

Are the products retailed tested on animals?Make sure to choose wisely and support companies that are cruelty-free. When clients ask if the products sold are tested on animals, the response should always proudly be “no.” Before committing to a line, identify the leaping bunny logo on the exterior packaging; if not seen, have a conversation with the vendor to confirm how their products are tested. They will be happy to share this information.

RETAIL EFFECTIVELY

The true art of selling is to do it in a way that does not feel like the consumer is being sold to, which is much easier said than done. However, with a few helpful tips, a skin care professional can sell from a place that feels authentic, safe, and even rewarding.

First, always assess a client before the treatment begins. Ask them what products they are currently using, what is their normal skin care routine, and their skin goals and concerns. After learning this information, the right products, and treatment plan, educational tips can be determined that will address their needs. Other points to consider that might help a skin care professional’s selling techniques:

Keep the Conversation Natural

For example, “Karen, you mentioned that your moisturizer never addresses the skin on your chin.I have a wonderful product that I have had great success with that I think would work wonders for your skin.”

Have a pre-printed skin care product recommendation list where boxes can be checked off on recommended products.Hand this to the client and briefly discuss why the product was chosen. Feel free to customize this to feature a few key benefits of the ingredients on each product, so the client can review and make an educated decision.

Promotions

Always have a different promotion going that can be shared with clients. For example, “Book a facial and receive a sun protectant factor for 50% off during May.” This will remind, as well as incentivize them, to get their facial and also to purchase sun protectant factor even before they have finished their current product. This may create a routine purchase when the professional gives clients the opportunity to try the product at a discount. By sharing news about a promotion, it will not feel pushy and will help the client to take advantage of promotions while it lasts.

A Personal Touch

 Acknowledge and celebrate clients’ birthdays.This can be done in a variety of ways like a hand-written postcard, text, or e-mail.Have them come in during their birthday month and receive 10% off their professional treatment or pick out a special gift from the spa, whether a lip gloss, non-toxic nail polish, candle, or skin care product.Once they are inside the spa space, the client will ask questions about the products being sold and will want to purchase from someone who was thoughtful enough to remember their birthday. 

STRATEGY

With sharpened retailing skills, what other creative ways can the spa started to incorporate as part of the overall retail and treatment strategy? 

Promote products. Ask the brands the spa carries to partner with the spa on Instagram giveaways to boost audience engagement and gain new followers.

Consider monthly promotions with services or products. Plan the spa’s marketing calendar a year out, to properly plan and pivot if necessary. 

Virtual consultations are a great option, especially now, to help clients assess their skin needs and provide them with a customized treatment protocol.

Offer curbside pickup. Customers in a hurry appreciate this extra service, which prevents them from having to park or get out of the car.

Always ask for reviews. If a client is happy with the treatments received or products purchased, have them share their experience in the form of a short video or written testimonial. When the reviews come in, share them right away with the spa’s network and community, including the vendors carried. This creates a beautiful synergy of sharing and receiving.

Gift certificates are essential. Never deny clients the ability to share the spa’s amazing talents.Gift certificates are great giveaways for the holidays, birthdays, and occasions for hard-to-buy-for friends.People may be shy promoting their favorite spa, so allowing them the opportunity to speak their voice through a service that they love will speak volumes. Others may be very vocal and will love to have the spa be their go-to gift.They will feel the gratification of supporting a local business.

RETAIL BEYOND SKIN CARE

If choosing to retail beyond skin care, consider items that are special, unique, and cannot be found elsewhere. Something that a client would usually never buy but will indulge in is a spontaneous gift after receiving a relaxing and rejuvenating treatment. Consider expensive, unique candles with a story, gemstone bracelets with encouraging words or birth signs, silk masks that have antimicrobial and antibacterial benefits, beautiful large crystals that are works of art, or items that are crafted by local artisans (like soaps, salts, or art).

Also, consider customized swag and giveaways, which are always well received by clients. For example, a tote with the spa’s logo and locationgiven as a gift with purchase when they spend a certain dollar amount is a great choice. It is a nominal expense that will help promote the spa business.

With frequent handwashing and all-day mask-wearing, the need to hydrate skin has never been greater. It is a great time to consider selling natural lip balms and rich hand moisturizers, which are great gifts and self-care items. If clients are hesitant to visit the retail space or are visiting from another state, be prepared to offer shipping to their home – an added service that will ensure the spa does not lose the sale because of logistics.

BACKBAR CONSIDERATIONS

Just as there are questions to consider with retail, there are points to consider with the products used inside the treatment room like, “How many lines should I use, and will carrying a few brands create diversity in my treatment menu?” Another question to ask is, “Which products will be the most efficacious and profitable?”

First, take a look at the business. Is this a large spa where there is a high turn-over and inexperienced aesthetician, or is it a stable spa or medical spa where the staff is knowledgeable and has the proper credentials to perform quality services and treatments?If there is a high turn-over of aestheticians with minimal experience, consider using products with less active ingredients and keep the lines to a minimum and simple. For more experienced and credentialed staff, a larger variety of more active ingredients or physical treatments (like lasers, microneedling, and medical-grade peels) can be incorporated. The key is to try to minimize potential obstacles while maximizing the spa’s revenue flow. 

Now armed with the resources, knowledge, and tips to get started on selecting the right backbar products to use in the treatment room and the lines to sell at retail, allow creativity to soar. The possibilities are truly endless. Remember to test out and learn new ideas, pivot when needed, and always have fun. Positive energy is contagious and, it will shine through so clients will feel it too.

 {/mprestriction} 

A licensed, clinical aesthetician since 2001, Colette Brown is the director of education at Columbia Skin care where she leads the professional products division. Brown possesses a deep passion and understanding of the healing benefits of topical probiotics and how they contribute to the overall health and wellness of the skin’s microbiome. Based in Beverly Hills, California, Colette has a bachelor of art in education, is a certified holistic practitioner through the Kresser Institute, a licensed phlebotomist, and has certifications in advanced skin care procedures.