Historically thereafter, the "golden tan" increased in popularity despite its detrimental effects on skin health and the potential for melanoma. Unfortunately, unprotected sunbathers often suffer from skin burns, pigmentation disorders, and even skin cancer. While many consumers believe they can achieve a tan without the side effects of sun exposure by using tanning beds, some elect the safer option of a topical self-tanner. Although there is a greater sense of awareness, for many constant tanning is still a quick way of hiding skin imperfections.

What is the Current Trend
Today the quest for an effective solution is stronger than ever as consumers around the world long for flawless skin. This quest is constantly fueled by the health, beauty, and fashion media, consumer trends, and celebrities. More than ever, there is great demand for anti-aging products with the ability to counteract both photo-aging and chrono-aging, while also treating hyperpigmentation.

What Kind of Pigmentation is of Concern
While physiological pigmentation of the skin is usually not a concern, the disorder of pigmentation that causes an unsightly appearance is a concern. The biological regulation of pigmentation depends on many factors such as age, hormones, sun exposure, photo-sensitizing ingredients, skin inflammation, skin trauma, et cetera. These factors (singly or combined) can complicate the treatment and management of discolorations. Regrettably, specialists often focus on a single hyperpigmentation cause or factor and do not address multiple key factors. This often leads to a resurgence of hyperpigmentation or to a disgruntled client due to the lack of visible and long term results.

Dealing with Hyperpigmentation
Establish a clear plan of action with every guest that has a discoloration concern. With mature guests, always consider a hormonal imbalance as a likely primary cause in which case you should suggest a visit to an Endocrinologist for proper control. Once the hormonal issues are addressed, you can focus on a series of professional lightening treatments. To assure effectiveness, your spa's treatment should combine high performing ingredients within advanced delivery systems for optimum penetration deep within the skin.
For years, hydroquinone occupied the highest respectable seat among skin brighteners for medical and non-medical use. However, extensive research on skin problems due to hydroquinone side effects led to its global demise and opened up new doors for safer, more revolutionary ingredients like naturally derived arbutin, lactic acid and mulberry extract when used in combination with other pigment-reducing ingredients. However, the emergence of new cutting-edge ingredients and technologies provides even more choices.

The Latest Buzz in Brightening
The latest in-demand brightening ingredients which far surpass their predecessors and are clinically proven to deliver highly effective brightening benefits are: Diacetyl Boldine and Oligopeptide-68.
Diacetyl Boldine is an extract from the bark of the Chilean Boldo tree. This powerful ingredient works at the Tyrosinase-level to reduce and control pigmentation and is clinically proven remarkably effective at improving the skin after only 10 minutes of application, increasing complexion evenness and luminosity by 10 percent. Cumulative results with Diacetyl Boldine were also impressive within a consumer trial, which documented that 80 percent of participants reported a 33 percent lightening effect on their skin tone during a 56 day trial. As a highlight, Diacetyl Boldine is encapsulated into microliposomes to make it even more effective at reaching its target into the skin, more resistant to degradation, and more consistent in its results.
Oligopeptide-68 makes its debut as one of the most effective skin brightening ingredients. Due to its Biomimetic liposomic time-release peptide delivery system, identical to the skin's own structure and composition, it is capable of rapidly equalizing skin tone and reducing unwanted hyperpigmentation. Combined with Diacetyl Boldine, Oligopeptide-68 can elicit powerful results to satisfy the most demanding of guests with immediate, visible results.

Should My Menu Include Brightening Treatments
It is imperative that specialists stay current on ingredient trends, especially when it comes to brightening and anti-aging. A successful spa menu should include result-driven anti-aging treatments and at least one brightening treatment with immediate and cumulative benefits.
The menu description should describe the treatment's overall benefits using buzz words like "flawless complexion," "youthful" and "brighter" skin, as well as promote a treatment series for intensified results.

How Do I Promote and Offer Brightening Treatments?
You should mention brightening treatments with every skin analysis and utilize a Wood's Lamp to discover hidden pigmentation. By taking before and after photos and discussing each client's skin concerns, specialists can provide analysis and track results. Although brightening is in high demand year-round, if the use of a sunscreen regimen is seriously encouraged and followed, spring and summer are also ideal to promote brightening awareness due to the harsh effects of sun exposure.
Brightening treatments are also perfect for those with active lifestyles or involved in social activities/events, as well as ideal as an instant boost before special occasions. Planning a skin evaluation event can be a great way of motivating attendees to seek solutions to their skin care concerns and find an effective treatment for hyperpigmentation.
The sooner pigmentation problems are addressed the better. Patience is the key when it comes to lightening the skin, especially when darkened discolorations have lurked under the skin for a long period of time. Remember effective treatments should combine the latest in skin brightening with groundbreaking ingredients with advanced delivery systems. They should be proven to instantly reduce hyperpigmentation, environmental skin damage, and aging signs while visibly lifting, firming and refining skin texture.
While you should offer guests the latest in lightening and brightening treatments, you should also educate them on the important steps they can take to either prevent these conditions or reduce their potential to worsen.

Dr. Christian Jurist is a physician that specializes in aesthetic medicine. He received his medical diploma from Venezuela's "UCV," in 1995; and his post-graduate diploma from the International Union of Esthetic Medicine (U.I.M.E.) headquartered in Paris, France in 1998. Jurist has belonged to several International aesthetic medicine professional associations and his long-term experience has comprised multiple face and body therapies, years of teaching experience, published author of professional articles, numerous educational seminars, professional trade show conferences, school classes, and special events throughout the U.S. and worldwide. Since joining Pevonia and Medicalia International as medical director of global education, Jurist has been working side-by-side with renowned biochemist and founder of Pevonia Botanica, Mme. Sylvie Hennessy, to direct and develop new and effective superior educational programs to provide skin professionals with an easy-yet-scientific approach to clinical skin care, and the medical aesthetics practice.

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