Ask The Experts

Our beauty experts answer your questions about every aspect of running a salon or spa business

How should I update my spa treatment menu for 2023?

Customer awareness around wellness is more informed than ever, and consumers are always looking for the latest trends and experiences. One way of modernising your wellness offering to suit 2023’s trends is by updating your treatments.

Introduce sustainable products: customers are becoming increasingly aware of sustainability and the importance of eco-friendly initiatives. Lots of plastic amenities can be off-putting, and when it comes to skincare, many clients are steering clear of heavy fragrances and opting for organic and natural alternatives.

Change the pace: a key trend on the rise is the concept of mindfulness. Rather than encouraging guests to the point of sleep, why not invite them to be present in the treatment and ensure their mind is in the moment, as well as their body. Try going about a massage in a different order to keep them engaged because this element of mystery brings them into the present and is proven to improve cognitive wellness.

Create a signature treatment: one way to keep customers returning is by offering something they can’t get anywhere else. A signature treatment can add personality and individuality. Work with a specialist who will take time to consider the salon’s ethos and incorporate ingredients to blend sympathetically with the surrounding area.

Use emotive language: this is important when curating your spa menu. Don’t hold back on using colourful language to really sell the experience. At Christmas, I created limited-edition treatments, namely Mid-Winter Fairytale and Snowfall Slumber amongst others, which prompted immediate interest and got booked up incredibly quickly. Remember, you’re trying to sell your treatments, so go all out when it comes to marketing them. We work in a similar way for ongoing signature experiences too.

Consider your therapists: It’s a wellknown fact that therapists’ careers are often prematurely shortened due to injury and exhaustion. With recruitment in the industry often proving difficult, finding a way to retain therapists is vital.

Instead of deep-pressure and hightempo treatments, try treatments that use stretch methods, such as those by Tribe517. These give the same results to the client as deep tissue because the whole body relaxes as opposed to one area.

Therapists use their body weight, with slow, deep and rhythmical movements which is better for them in the long term. We also encourage therapists to partake in the mindfulness aspect of treatments, so when a client is doing deep inhalation, the therapist can join in, meaning they also have a better sense of wellbeing.

Claire Caddick is a holistic spa therapist and consultant with over 30 years of industry experience. She is the founder of Tribe517, a natural brand with 22 UK spa partners.

How do I promote my aesthetic treatments on social media in an ethical way?

The past few years have seen an increase in concern about how the beauty and aesthetics industries operate on social media and how that affects the public’s mental health.

In a bid to address these concerns, in August the UK’s Health and Social Care Select Committee published a report titled “The impact of body image on mental and physical health”.

The report recommended that the Government should work with the industry and the ASA to encourage advertisers and influencers not to doctor images and states that commercial images should carry a logo if digitally altered and that diagnosis and treatment of body dysmorphic disorder should be made a priority.

This was a great start to demonstrate the impact that images and social media have on people’s mental health. Ultimately, Gen Z doesn’t know a world without TikTok or Instagram, so seeing all these things really impacts their mental health.

Here are my dos and don’ts for beauty and aesthetics professionals to responsibly engage with their audience on social media while promoting their services.

Do:

• Have a USP: what makes you special on social media?

• Stand for something: You need to have a viewpoint. If you stand for nothing you fall for everything. I really believe that on social media.

• Be consistent: I know everyone says consistency is key on social media, but it’s true. I have posted three to five stories every day for the past six years.

• Push video content: Instagram is all about video at the moment, and as the fastest-growing social platform, TikTok is too, so thinking about how to adapt your content to appease the algorithms of these sites will be important for your business in the next few years.

• Diversify: don’t stick to one platform – use TikTok, YouTube, Pinterest – not just Instagram.

Don’t:

• Don’t compare yourself to others: don’t look at others and be envious of them because nobody wins that way, and you just end up feeling awful about yourself. Be yourself and show your personality.

• Don’t be afraid to ask for help: don’t think you can do everything yourself. Nobody expects you to be a videographer or photographer extraordinaire. When you need help, don’t be afraid to ask.

• Don’t edit photos for social media: editing or photoshopping pictures before posting is an absolute no-no. It’s so unethical and diminishes trust while being exploitative and potentially harmful to vulnerable people.

Don’t miss Dr El Muntasar’s speaker session on how to make it big on social media on the Business & Digital Skills stage at PB London at 11am on March 6, 2023.

Dr Ahmed El Muntasar is a GP and facial aesthetics expert who runs regular clinics in London, Leeds and Manchester. He has over 900k followers on Instagram and 19k on TikTok.

How do I educate clients about the science behind skincare in a way that will grow my business?

There’s a saying that “knowledge is power” and in my opinion, this couldn’t be truer than when referring to skincare education. This has always been important, but a reinforced need for it was propelled into the spotlight during the pandemic.

Globally, consumers focused on looking healthier rather than younger, and this shift in mindset has led to a savvier consumer demanding enhanced and accurate ingredient knowledge to help them make informed decisions.

There’s a wealth of information on the internet and social media, but not all sources are credible and provide accurate information based on scientific fact. Clients have the right to know and learn about the ingredients in their skincare products without the need for a lengthy deep dive into clinical research papers or having to decode confusing terminology that can be overwhelming (and in some cases, misleading).

They are looking for in-salon, specialist knowledge from professionals who can help them customise their skincare routine for maximum results, and to reduce product and financial wastage.

I passionately believe that good-quality science education is fundamental to skincare success for both professionals and clients, and should be the pillar on which skincare consultations and consumer purchasing are based. As skincare professionals, it’s our responsibility to act with integrity and ensure any information we give to our clients is factually sound, clinically proven and scientifically based.

The Skin Masterclass programme was born from this belief.

For professionals, finding and investing in an effective training course is paramount. Not all training courses are equal and it’s essential to find one that has proper accreditations (such as CPD certification, for example), but that also supports you beyond the initial training. By doing so, there are several benefits to both client and consultant, so it’s worth doing your research.

With advanced skincare science knowledge, skincare consultants gain skills that allow them to have a greater depth of understanding of the product formula, and to match the product ingredient list to the function, quality and efficacy of the product. By mastering this skill, they can correctly identify the best-suited skin type and skin need for that product and create a tailored skincare routine.

Additionally, education empowers professionals to take control of the products they are selling in clinic and helps them educate their clients. This will develop a sustainable connection through increased trust, which allows you to really maximise your sales potential, both in terms of repeat custom and product purchasing. This will really help you to upscale your business and open your doors to a wider client base.

Don’t miss Kemal Yilmaz’s session on targeted consultations to increase sales at PB London. Visit the Skin & Advanced Treatments stage at 1pm on March 5, 2023.

Cigdem Kemal Yilmaz is a chemical engineer, skincare formulator and founder of Skin Masterclass Pro, a CPD-certified education and licensing platform for skin professionals looking to upscale their business.

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