Issue link: https://www.ascpskindeepdigital.com/i/1415888
Listen to the ASCP Esty Talk podcast at ascpskincare.com/podcasts 33 Sunscreen Is Always in Season Perhaps the most common skin care myth is that you don't need to consider ultraviolet (UV) protection in the wintertime. But UV exposure is UV exposure— regardless of the season. If your clients aren't involved in snow sports, their amount of daily sun exposure is likely to be much less than in summer, but they should still apply sunscreen daily. On the other hand, winter sports enthusiasts should wear a broad-spectrum sunscreen, especially on the slopes, because the strength of sunlight bouncing off snow makes exposed facial skin particularly vulnerable to damage. And, of course, clients still need to be sunscreen-compliant after a peel or similar corrective treatment. When you perform a skin analysis, draw on your knowledge of histology. Keep in mind there are many pieces of the puzzle to consider: work/play lifestyle, diet, stress levels, and current product use, among others. WINTER EVENTS THAT PROMOTE CLIENT RETENTION Events, gifts, and invitations to try something new are a special delight during the winter months. Here are some seasonal marketing ideas to bring new cheer into your practice. Perform a Year-End Skin Analysis Get up close and personal with client skin by hosting a wintertime event where you offer each guest a complimentary skin analysis, a look at new products, and personalized skin care recommendations. Winter is the ideal time to reassess your clients' skin care routines and assist them in product choices as their skin adjusts to colder temperatures and drier conditions. Typically, promoting products that are more hydrating and richer in texture is recommended. Also, change the frequency of exfoliating, mask application, and treatments targeting specific concerns. As sun exposure is limited during these months, lightening and brightening treatments are highly recommended. For example, peels that intensely exfoliate the skin to counteract hyperpigmentation and uneven complexion can be particularly beneficial. Now is also a great time to patch-test clients for any new products you may be using in their upcoming bookings. Safety never goes out of style. Sell a Six-Pack Regardless of the time of year, everybody wins when you promote a series of treatments instead of single services. Consider offering a series of six appointments so clients get a superior outcome and you get increased client commitment and more bookings. Hold Home-Care Events Host an event or offer individual sessions in which you help clients reevaluate their current home-care products and makeup. Have clients bring in all the products they use, and go through these items one by one. Check the condition of each product, and explain any problems you see. Is the product out of date? Is it appropriate for the client's skin, or will it potentially make your client's skin worse? Is it a suitable product but perhaps is not being used correctly? This event will build relationships and transition clients into using well-chosen professional products. REFLECT AND REVITALIZE The end of a calendar year is a traditional time to reflect and revitalize. There's a natural tendency to review where you are and where you want to go, both personally and professionally. Your clients will likely be ready to do the same. When you put yourself in the role of leader and trusted skin coach, they will happily follow your guidance. Here's to a safe, happy, and successful holiday season for everyone!