Embracing Change: The Key to Thriving in the Skincare Industry

Embracing Change: The Key to Thriving in the Skincare Industry

August 3, 2024
Angel M Flener, LE

In what is the very dynamic world of skincare, I've learned and coach that if one is standing still, that is an option if you want to succeed.

Industry professionals face constant challenges, from market trends to satisfying , at times, client over-expectations. It's easy to fall into the trap of complaining about not getting enough business, but the real key to success lies in embracing change and adapting to the ever-shifting landscape.

I've watched aesthetician forums all over the US for about six-months, solidly. I've also fielded many FB and Instagram messages where everyone is telling me the same thing, "The market is saturated! I'm about to close my doors!"

Since I am not someone who takes those statements lightly without a bit of investigation, let’s explore how changing our mindset and strategies can transform our business and lead to sustainable growth:  



1. Adopt a Growth Mindset

First and foremost, running a business in ANY industry having a growth mindset is crucial for success in any industry, but it’s especially important in skincare.

I'm a BIG believer that instead of focusing on the obstacles, view those obstacles as opportunities for growth and improvement. When faced with slow periods of business, ask yourself, "what changes can I make to attract more clients"? A more proactive approach can lead to some great ideas and possibly some very innovative solutions and a renewed sense of purpose.

2. Stay Educated and Informed

The skincare industry is constantly evolving with new and "renewed" versions of products, techniques, and technologies. Staying updated with the latest trends and advancements can give you a competitive edge. Attend industry conferences, webinars, and workshops. Pursue advanced certifications and training to enhance your skills. You should NEVER have downtime that isn't filled with some sort of education, hands-on or otherwise. The more knowledgeable and skilled you are, the more value you can offer to your clients, making your services indispensable.

For instance, when was the last time you perfected your facial massage using new techniques or honing the ones you do perform by using a new massage cream rather than oil?


3. Expand Your Service Offerings

Diversifying your service menu can attract a broader client base. Consider incorporating new treatments such as microneedling, chemical peels, or such things as Korean skincare treatments. Offering personalized skincare consultations and bespoke treatment plans can also set you apart from competitors.

STOP doing the same as everyone else and expand your offerings! By doing this you not only cater to a wider audience but also increase your revenue streams.

An example: Ive seen sooo many aestheticians offering "Anti-Aging" facials. Consumers are bored with the term and constantly using the term pigeon-holes your marketing. Clients want to be educated on "Age Management" of their skin. also, and sadly, older clients don't always trust a junior aesthetician trying to tell them how to "anti-age."

 

4. Leverage Digital Marketing

In today’s digital age, having a strong online presence is essential. As a coach, this is the number one (#1) thing I look at when people ask for my help with advertising themselves.

Invest time in building and maintaining an engaging website and active social media profiles. This also includes maintaining a Google business page

Share educational content, encourage or highlight client testimonials, and before-and-after photos to showcase your expertise. But most of all, utilize online booking systems to make it easy for clients to schedule appointments.

Digital marketing can significantly increase your visibility and attract new clients.

5. Enhance Client Relationships

Building strong relationships with your clients is fundamental to business growth. Provide exceptional service, follow up after treatments, and seek feedback to improve your offerings. Loyalty programs, referral discounts, and personalized follow-ups can encourage repeat business and client referrals. Happy clients are more likely to recommend your services to others, helping you grow your clientele organically.

6. Network with Other Professionals

Networking with other professionals in the skincare and beauty industry can open doors to new opportunities. Collaborate with local businesses, such as spas, salons, and wellness centers, to cross-promote services. Join professional associations and participate in local events to build connections. Networking can lead to partnerships, referrals, and a broader professional support system.

7. Invest in Your Workspace

Your physical environment plays a significant role in attracting and retaining clients. Ensure your workspace is clean, welcoming, and equipped with the latest tools and technologies. Consider rebranding or redecorating to create a fresh and inviting atmosphere. A well-maintained, aesthetically pleasing space can enhance the client experience and encourage repeat visits.


8. Focus on Self-Care and Balance

As skincare professionals, we often prioritize our clients’ well-being over our own. However, taking care of yourself is crucial for maintaining the energy and passion needed to run a successful business. Prioritize self-care, set boundaries, and seek work-life balance. When you are well-rested and motivated, you can provide better service and face challenges with a positive attitude.



In the End...

Change is the ONLY constant in the skincare industry. Learning to adapt to change is key to thriving as a professional. Instead of complaining about slow business, focus on the changes you can make to attract and retain clients. By adopting a growth mindset, staying informed, diversifying your services, leveraging digital marketing, enhancing client relationships, networking, investing in your workspace, and prioritizing self-care, you can transform challenges into opportunities and achieve sustainable growth. Embrace change, and watch your skincare business flourish.

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Reach out today for any inquiries or to learn more about our services. I'm here to assist you on your journey towards professional growth and success in the aesthetics industry.