ASCP Skin Deep

MAY | JUNE 2020

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Page 21 of 92

find your dream career! 19 beautybuzz INDUSTRY NEWS Knowledge is Power Knowing what's going on in your industry is the key to success 5 TIPS FOR BUILDING A LOYAL CLIENTELE How do you build a loyal clientele? The answer lies in your hospitality, your creativity, and programs that incentivize your "regulars" to remain loyal—and help convert visitors to dedicated clients. Use these five tips to keep them coming back for more. Hospitality is key. Be sure to create an inviting atmosphere by welcoming your clients, taking their coats and bags, and offering a beverage. Listening rules. Allowing clients to talk through their "stuff" during their spa services and treatments may just change their day for the better—and help you build a loyal client base. Events rock. To build your client base, host special events, raffles, makeovers, and nights out. Events are a fun way to involve and pamper your clients. Rewards please. Rewarding your clients will help build relationships that last a lifetime. Remember, clients love to feel valued. You can offer free sessions, discounted treatments, or retail products for referrals or for a specific number of visits. Social media matters. Be sure to use social media to connect with current and potential clients. Social media helps build a community where your clients feel at home—making them far more likely to stay with you. Monty Lyman's revelatory book, The Remarkable Life of the Skin: An Intimate Journey Across Our Largest Organ, explores the habitat for a complex world of micro- organisms and physical functions that are vital to our health and survival. As our largest and fastest-growing organ, skin is one of the first things people notice about us. Throughout his book, Lyman leads us on a journey across our most underrated and unexplored organ and reveals how our skin is far stranger, more wondrous, and more complex than we have ever imagined. Various formats are available for preorder from Amazon and other retailers; $27 (hardcover). What is Prejuvenation? Prejuvenation is the term coined for noninvasive treatments used to slow the aging process, rather than correcting it later. According to the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), millennials are seeking prejuvenation cosmetic procedures as part of an integrated approach to life and health. Popular treatments include Baby Botox (lower doses of Botox), fillers, chemical peels, and fat-removal procedures, such as CoolSculpting. In a 2018 AAFPRS survey, 72 percent of facial plastic surgeons reported an increase in cosmetic surgery or injectables in patients younger than 30. The survey also noted that the average number of surgical procedures among all patients has nearly doubled since 2013—an uptick from 58 percent. Twenty-two percent of that increase is Botox— the most popular noninvasive procedure for both men and women. According to the study, millennials want movement and a more natural look, and they don't want to look like they've had work done. Fillers and injectables are also being used by younger patients for preventive results. For more information on this study, visit Get to Know the Skin You're In

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