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Q: What can skin care professionals do to better position themselves as wellness and skin health experts when so many skin care brands focus on the appeal of glamor, luxury and pampering?
Jane-Wurwand
Jane Wurwand
A:
Dermalogica Founder and Skin Therapist Jane Wurwand says, "We have to first believe that our work and purpose is rooted in overall health and then take our services and take-home product offerings from there.
"Take a long hard look at the service menu and the take-home product offerings. If the menu is overly long, complicated and full of words like ‘luxury, pampering, beauty, and indulgence,' it is dated. If the services and products over-promise and under-deliver, they are dated. If we are still selling some concept of youth, beauty and feminine passivity then it is dated.
"It even starts with what we call ourselves and our work. We are not ‘estheticians,' which is a French term meaning an ‘appreciator of beauty.' We are professional skin therapists, who offer real solutions and authentic advice for skin issues that fall within our scope of work. We offer skin treatments not facials, and we work in skin health, not beauty.
"But first, we need to be honest and ask ourselves if we really have the training and knowledge to really be professional skin therapists. Are we able to get results in the treatment room and by recommending home care programs that work? Or are we really just able to offer a ‘feel good' relaxation experience through ‘steaming and creaming?'
"Serious clients who are seeking expert advice simply have no faith in the purely pampering approach and would rather go to a dermatologist or an alternate professional who they see as better able to help them. If clients feel this way about our industry, we have brought it on ourselves by constantly seeking the next big thing or ‘signature' treatments rather than focusing on getting results through our education, ongoing development and products that really work. It is time to change our thinking and focus on what makes us expert, effective and unique.
"This is why Dermalogica has earned its reputation as the skin health expert-we have always focused more time, revenue and attention on education and that is the core foundation of our success," says Wurwand.
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