Issue link: https://www.ascpskindeepdigital.com/i/291744
Create your free business website! www.ascpskincare.com 31 With 4 million births in the United States annually, there are more than 16,000 new pregnant moms every day. Why not take time to cater to this loyal, health-focused market? The potential with this demographic is vast, and growing every day. Today's new mothers tend to be older and better educated than those in previous decades—a trend that also means they have more disposable income, and are more likely to spend it on health and wellness services. While the pregnancy market grows, so does the skin care profession. To maintain bookings and revenue in the face of increasing competition, it's important for estheticians to find a way to stand out. Catering to this market is an excellent way to do that, whether by focusing exclusively on these clients or by adapting your existing services for them. Not Just a One-Time Treat While many spas have an option on their menu for expectant mothers (usually a pregnancy massage), you should avoid thinking of prenatal services as a one-time treat that doesn't convert into regular bookings. "The idea is to go beyond providing a single prenatal event that makes Mom feel good short term," says Stacey Parks, director of spa operations at The Claremont Hotel, Club & Spa in Berkeley, California. "Instead, take a holistic approach to give her the support and care she needs throughout her entire pregnancy." The Claremont offers customizable packages with multiple services for pregnant clients. For prenatal facials, the spa typically focuses on soothing and hydrating, with collagen masks being a popular service. Near-term clients often can't be in the same position for very long, so the spa offers a 25-minute facial option, and all treatment beds are adjustable for the client's comfort. The more pregnant she is, the more likely she may need to change positions during the treatment or take a bathroom break. Even after the baby is born, a client who enjoyed prenatal treatments may be yours for life. In an online survey conducted by specialty prenatal spa Barefoot & Pregnant and Mama Mio Skincare, more than 60 percent of women who had spa treatments during their pregnancy continued to visit the same spa postpregnancy. This life event is an excellent time to influence future skin care behavior: the client is probably changing many other habits and is motivated to move toward a healthier lifestyle. The Pregnant Client Pregnant women, especially those having their first child, are full of questions and concerns that need to be addressed and relieved—both physically, through the actual spa service, and mentally, through the confidence that you understand their needs. Estheticians should be well informed and up-to-date on how to work with these clients. It's important to distinguish between myths and fact, and to understand the experience of pregnancy: common aches and pains by trimester, the emotional ups and downs, the physiological adaptations, and how all these things may affect an esthetic treatment plan. You should already have an intake form for clients to fill out before they receive services (forms can be found in the Members section at www.ascpskincare.com, under "Business Tools"). When a client indicates on your intake form that she is pregnant, ask additional questions and note the answers: how far along she is and whether there are any special concerns related to the pregnancy. Be sure to raise and lower the table for her to get on and off. Position her at a 45-degree angle, no matter what stage of pregnancy. Make sure her neck and lower back are well supported and elevate her lower legs and feet with pillows or a wedge.