ASCP Skin Deep

September/October 2012

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editor's note Who Makes the Rules? Every profession has its own rules. There are the ones we must follow—for estheticians, laws set by the state about licensing, safety and sanitation, scope of practice, and business-related issues—and then there are the unwritten rules, the perceived wisdom that most people agree is the right way to do something. Some of these have become so familiar that it's easy to forget they're not set in stone. Two of the articles in this issue raise a very important point about where the unwritten rules of the profession come from. When choosing a product line (page 12) or making decisions about appropriate dress in a spa environment (page 26), one can argue all day about the pros and cons of a particular viewpoint. But in the end, as both authors point out, the "right" answer means the one your clients will respond to the best. Sometimes, that answer may not be what you expected. It may not be what you learned in school, what you found to be successful in a previous location or with a different client, or what works best for another esthetician. The ability to learn and innovate, to observe carefully and find new answers based on your observations, is what sets a great business apart from an adequate one. The perceived wisdom is the right place to start; unwritten rules exist for the very good reason that they work most of the time, for most people, in most situations. But when you can tell something isn't working, either in a specific treatment or in your business approach, why keep doing it? Because you've always heard that's the best way to do it? Because everyone else does it? Clients won't care for those answers; they want what they want. Learning what clients want is the key to answering almost Help new clients find you! Check and update your free listing in ASCP's public referral system by logging in as a member at www. ascpskincare. com and choosing "Update your ASCP online referral listing." 2 ASCP Skin Deep September/October 2012 every question that will ever arise in your business. You can't always give it to them, but you must know what it is. (For another article that will help you with client communications, see page 30, "5 Mantras for Social Media.") Some airlines end a flight with the announcement, "We know you have a choice; thank you for choosing us." Esthetics clients have many choices, including doing it themselves at home, or doing nothing at all. To keep them choosing you, your knowledge of their needs must guide every rule you make for your practice. DEEP Skin Associated Skin Care Professionals ASCP Skin Deep supports, challenges, and educates today's skin care professionals as they help clients lead healthier, more confident lives. Editorial Carrie Patrick, Editor cpatrick@ascpskincare.com Darren Buford, Contributing Editor dbuford@ascpskincare.com Karrie Osborn, Contributing Editor kosborn@ascpskincare.com Jed Heneberry, Assistant Editor jed@ascpskincare.com Advertising Angie Parris-Raney, Manager aparrisraney@ascpskincare.com Hannah Levy, Advertising Coordinator hlevy@ascpskincare.com Production Amy Klein, Manager aklein@ascpskincare.com James Sutherlin, Designer jsutherlin@ascpskincare.com Enviro/Tech inks, which Skin Deep has printed with since 2002, have a renewable resource content of 27.3%, which is much higher than the published 7% minimum soy content required for soy inks. Enviro/Tech inks include cottonseed, vernonia, sunflower, tung, linseed, and canola oils, in addition to soy. Printed in the U.S.A. on recycled stock containing at least 10% postconsumer fiber. ASCP Skin Deep (ISSN 19-412-495; USPS-024-571) is a bimonthly magazine published by Associated Skin Care Professionals, 25188 Genesee Trail Road, Suite 200, Golden, Colorado 80401. Periodicals rate postage paid at Golden, Colorado, and additional offices. POSTMASTER: Send address changes to ASCP, 25188 Genesee Trail Road, Suite 200, Golden, Colorado 80401. Email: getconnected@ascpskincare.com Websites: www.ascpskincare.com www.skincareprofessionals.com No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without specific written permission from ASCP. The views expressed herein are those of the authors, and not necessarily of the publisher or its advertisers. Publisher cannot be responsible for any unsolicited articles or materials, or the return of such items. Publisher cannot be held responsible for content of advertisements. The information contained herein is for educational purposes only and is not intended as advice for self-treatment. © 2012 All rights reserved. Printed in the U.S.A. on recycled paper. Vol. #10, Issue #5 September/October 2012 P.S.

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