www.ascpskincare.com 57
appreciate the care that goes into making
them and the unique story behind each
small company—it makes them so special!"
PROMOTING INDIE BEAUTY
Once you have selected a product line or even a
few retail items, what's the key to helping your
clients fall in love with indie beauty products?
First, your product selections should resonate
with you and your business values. If you love
the story and message behind the product,
there is a good chance they will, too. Share the
story through in-store displays, pictures, and
social media. Offer your clients the chance to
experience the product with sample stations,
testers, and demonstration sessions. Make
it personal with social media stories about
the brand and why you selected these items.
Solicit endorsements and recommendations
from your clients and repost information
and messaging from the indie brand's social
media accounts. Catch the wave of indie
beauty and your clients, your business, and
your local community will thank you!
Notes
1. Belisa Silva, "Indie Brands Lead Beauty
Industry Growth," November 2, 2016, accessed
November 2017, www.beautypackaging.
com/issues/2016-10-01/view_features/indie-
brands-lead-beauty-industry-growth.
2. Ann D'Adamo, "Four Reasons Indie
Beauty Brands Are Hot," November 20,
2015, accessed November 2017, www.
womensmarketing.com/blog/2015/11/4-
reasons-independent-beauty-brands-are-hot.
soap-cutting stations in several retail and
market locations to provide customers with
a hands-on experience when selecting their
soap. Personalized fragrances and blending
bars are also growing in popularity. Many
spas have adopted "made to order" salt or
sugar scrub bars where the guest selects
the ingredients to be used in a service.
Skin Care Beyond One Size Fits All
Niche skin care lines have the ability to target
a specific population and provide solutions.
Pamela Springer, esthetician and product
formulator, created Global Skin Solutions,
which provides corrective skin care for
the professional and retail market sectors.
Specifically formulated for multiethnic skins
ranging from Fitzpatrick skin types 3 to 6,
these products address the unique needs and
challenges of global skin. New arrivals in the
market include skin care lines specifically
developed for children and preteens.
INTEGRATING INDIE BEAUTY PRODUCTS
Whether you choose to integrate indie
product lines for professional treatments,
retail, or both, there are significant benefits
for you and your business. Indie products by
their nature provide a level of differentiation
between your business and the skin care
studio down the street. Products that use
locally sourced ingredients are always
a retail star as a gift, souvenir, or just to
support the concept of buying local.
Jacqueline White, esthetician, ASCP
member, and owner of Skin Diva Spa in Casa
Grande, Arizona, creates a vibrant mix in her
retail boutique by sourcing local products.
At any time, you may find a collection of
candles, artisan-crafted bath scrubs, and
even hand-knitted bath cloths offered in
addition to her skin care lines and beauty
collections. "Our clients love the variety
of locally crafted gifts," White says. "They
Let's face it: we
are all reading
labels more
carefully today.
This is one of the
reasons that indie
beauty brands
are growing four
times faster than
other beauty
market sectors.
