Issue link: https://www.ascpskindeepdigital.com/i/1062563
www.ascpskincare.com 59 If your guests are mostly baby boomers 1. Most baby boomers are looking for corrective results, as many started using products later in life. But they don't want to be preached to or reminded that baby oil isn't sun protection. 2. Feature brands that are well known and carry the entire line. Remember, boomers are brand loyal. 3. Choose products that are results- oriented and that extend the benefits of treatments. 4. Display images your guests can relate to. Allure featured Helen Mirren on their September 2017 cover and many legacy brands use an age-diverse array of models in their ads. This is a far cry from the cover of Vogue in 1981, when a 14-year- old Brooke Shields graced the cover. If Gen Xers are frequent guests 1. Be sure your menu takes into account a whole-body approach and consider incorporating dietary strategies into your treatments. 2. Have a list of every ingredient in your products available. This often- overlooked demographic has a penchant for research, so make it easy. 3. Consider carrying segments of several different brands and offer lifestyle products and nutritionals. 4. Many of these 40-somethings are multitasking, hardworking mothers, so flexible operating hours will ensure availability for some much needed "me time" they're likely to be seeking. Meeting them at the door with a glass of wine and a warm neck wrap also couldn't hurt. 5. Gen Xers are a suspicious lot and demand to witness products in action. Testing stations are crucial to driving retail sales and before-and-after photos are powerful with this group. If millennials are your target market 1. Millennials don't believe in antiaging and instead take a preventive approach to growing older. They do, however, care about wrinkles and there has been a dramatic increase in millennials who have tried injectables by the time they're 30. 2. Social media should become your best friend. Use it to be an influencer of your own clients. And I don't mean Facebook. Posting on Instagram should be the first thing you do every day. 3. These purveyors of selfies and all things social don't want to wait around for photo-worthy effects. Gear your treatments around protocols that generate instant results. 4. Be sure to stock a retail assortment of lip products, body treatments, and masks. 5. A set menu to millennials is like having their playlists dictated to them. Consider making your entire menu customizable. Millennials love anything that is personalized and an à la carte menu will ensure repeat visits. COMMONALITIES The good news is we're finding there are some generational commonalities. 1. There is a movement afoot toward transparency and using nontoxic ingredients. 2. Every generation wants you to deliver on your promises. It's important to set realistic expectations and to be upfront about results. 3. There's a rise in the understanding that topical skin care can only go so far; extrinsic factors and lifestyle choices have far more influence on the visible signs of aging than your chronological clock. Therefore, prevention will continue to play a huge role in the skin care profession. 4. Customization isn't going away. The ability to create treatments tailored specifically for each guest is the way of the future. So, antiaging or pro-aging? Can we change the conversation? I think we can. Should we change the conversation? I think we should. The most important thing is that we're having the conversation.