Issue link: https://www.ascpskindeepdigital.com/i/78523
their feedback. Taking the time to do so will save you the headache of an expensive mistake. Naturally, you will be looking at whether the products deliver the intended results, but also if the product line matches the needs of your client base. Beware of Mismatches When exploring a new product line, take into account the lifestyle and buying habits of your clients. Consider this example of a mismatch between a product line and the clientele of a business we'll call Diamond Salon. This salon had recently expanded from just providing hair services to adding esthetics. The new esthetician, Beth, had no existing clientele and was starting from scratch. In school, Beth had been impressed by a line of clinical products. These products were proven to give great results, were fragrance-free, and had fairly upmarket packaging and pricing. The problem was that the majority of Diamond Salon's clients had never had a facial, or even considered getting one. As Beth did some free and discounted facials on some of the salon's regulars, she also found out that most of them used plain soap and water on their faces, or at most, a cheap cleanser from the supermarket. And, even more importantly, most said they were happy with their skin. Imagine the difficulty of trying to get anyone to switch from a very inexpensive skin care regimen that they felt was working well, to something that costs a lot more and doesn't even smell or feel good! No wonder these clients weren't buying. And because the facials did not provide much of a sensory experience, the clients weren't coming back either. The products that may have been a perfect choice in another location were simply too far outside the comfort zone for this group. Consider the market you are in and the prices of your services. Then select products that have price points that are appropriate for both. To make retailing worthwhile, you must be able to mark up the products you offer by a minimum of 100 percent. Align With Your Identity If your business has a specific theme or identity, look for products that are in alignment with it. Some examples might include: • Allergy-free/unscented. • Aromatherapy. • Asian/Eastern. • Ayurvedic/herbal. • Botanical. • Clinical. • Organic/green. • Urban/hip. Of course, within those broader categories, you may also have options for specialty client types such as men, teens, or pregnant women. You may also want to consider the way products are packaged so that they appeal to your primary clients. Get connected to your peers @ www.skincareprofessionals.com 15