Face the facts

As we approach spring, clients may be experiencing skin changes they haven’t before; with the help of some industry experts, we look at the importance of consultations surrounding skincare treatments and how they can create long-lasting client relationships.

Skincare treatments in salons can vary widely, but they typically involve a range of professional services designed to improve the health and appearance of the skin. With many different treatments being introduced across the industry, the demand for glowing skin amongst consumers shows no sign of slowing down. Some common examples of skincare treatments offered in salons include facials, chemical peels, microdermabrasion and skin resurfacing; all of which are a great way to enhance revenue within your business.

In order to provide your clients with a memorable experience at your salon, there are a range of contributing factors, but one which will always be of optimum importance is consultations.

Owner of Lisa Franklin Clinic Privé, Knightsbridge, Lisa Franklin, sees that consultations are the most imperative step to a skin treatment. It allows the skin specialist not only to collect vital information about a client’s skin history, but other factors like health issues and any medications they may be taking which could affect the results of a treatment.

“These considerations need to be made and fully understood, so that a bespoke treatment plan can be curated specifically for a client’s skin’s needs and long-term goals.” Added Lisa.

With spring around the corner and a shift in temperature and lifestyle habits, skin specialists and those alike, might notice skin sensitivity with an increase in allergies around this time of year. People will generally be spending more time outside enjoying the warmer weather and, while wearing sunscreen is important all year round, Lisa believes that in spring you should prioritise reminding and informing your clients on the importance of sunscreen as the warmer weather creeps in.

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A consultation can boost retailgenerated revenue by collecting data about the client. Lisa spoke about the importance of understanding their home-care routine when considering their skin goals and expectations: “When we understand this detail we are able to design not only a treatment plan, but also a home-care plan that supports their goals, whcih organically boosts retail sales.”

The BYONIK® Pulse Triggered Laser patented treatment is a new addition at Lisa’s clinic, providing a clinical solution for a truly personalised and reparative skin rejuvenation method that targets and works within all layers of the skin to recharge cellular performance by incorporating ground-breaking laser technology with hyaluronic acid and antioxidants.

As with any skin treatment, Lisa explained that a consultation will be carried out by one of her specialists beforehand to determine what type of BYONIK treatment is most suitable for the client’s skin and skin goals as well as the frequency of treatments that is recommended. BYONIK’S® patented approach to healthy skin ageing, focuses on improving the skin’s critical moisture levels and strengthening the natural protective functions of the skin from environmental damage, making a great addition to a salon for boosted revenue.

Head Beautician at Rory Antonio Hair & Beauty Lab, Sarah Peonio, revealed that the type of consultation she offers includes a set of questions about diet, water consumption and what has worked for the client previously but doesn’t any longer.

As we enter springtime, professionals can expect to see changes to client’s skin due to warmer weather and higher humidity. This can trigger the skin to sweat and produce more oil, which will lead to more blocked pores and breakouts.

Lesley Wilks, Celebrity Skin Expert, agrees that consultations are a great way to discover a client’s knowledge and experience of looking after their skin, as well as understanding their concerns.

To make a consultation effective, Lesley advises finding out what the client’s expectations are, what their lifestyle entails and what has triggered them to come to you.

“Consultations are imperative to inaugurate a relationship between you and the client, not only to assess their skin but to make them feel at ease, put a plan in place and be honest about achieving their expectations.

“I often get new clients coming to me for botox or filler consultation because they think that will solve their concerns when actually their skin is dull, dehydrated and really needs something more like my Skinstorm Medifacial rather than any aesthetics procedure. They will always appreciate your honesty, and this will make you seem more professional than some clinics who will often just want to take their money.”

Lesley caries out her consultations by personal appointment in her clinic and doesn’t charge for these: “If a client has a skin problem, I will sometimes ask them to initially send me a photograph and gain a glimpse into what treatment they are looking to have done.”

Lesley explained that she is not a fan of sending out a pre-consultation form (unless they had any specific medical contra indications she would want to check or gain authority from their doctor or consultant). Lesley feels that personal consultations and filling out medical questionnaires on-site with them present allows a far better understanding of the client, their needs and whether you feel you can deliver what they expect.

Beauty Manager at Rainbow Room

International Royal Exchange Square, Sarah McFarlane, sees a consultation as an opportunity to assess budget, goals and find out how fast clients want to see results.

Sarah explained: “Following a consultation, we are able to tailor-make a skincare routine that works for each individual and we always find that speaking to someone in person creates trust between yourself and the client, making for a better experience. This also means you are now invested in the outcome and want to see them again to re-evaluate the products and ingredients that work best to gain results.”

In the Royal Exchange Square salon, the team use Dermalogica face mapping, which divides the skin into sections where they can identify specific needs – a great piece of technology to deliver great results and boost retention rates.

Dr Tiina Meder echoed what we’ve already touched on as she revealed that every spring, she sees the increase of skin sensitivity related to the change of weather conditions and pollination season. Also, some patients suffering with acne or rosacea can notice a worsening in their conditions. The first sunrays can trigger an apparition of pigmentation spots, especially in customers who’ve been using retinol or AHA-based products during the winter, if they are not extremely careful about sun protection.

“Despite the popularity of online consultations, we cannot evaluate the skin visually online as well as we can in real life. Visual and instrumental evaluation, an opportunity to see hands, neck, décolleté and other parts of the body if needed can be crucial for a proper diagnosis.”

Despite a pre-appointment form not being suitable for everyone’s preferences, Tiina sees the pre-filled form as an important part of the consultation because it helps patients to concentrate on their real concerns and verbalise them properly in consultation. Tiina says “Some questions should be answered prior to any consultation, such as their name, age, contact information and basic medical background information (medication, allergies etc.) to allow clients to get full use of their time with the expert.”

Tiina explained how the consultation helps to understand better not only customers or patients’ needs, but find a way to incorporate regular facial or body treatments in their life, following their individual lifestyle and routine: “Personalisation of the service and skincare is the only way to build a serviceoriented business.”

Salon System’s Ruth Atkin revealed that, for the therapist, it is most beneficial to check that the client is suitable and safe for particular treatments during a consultation, to discuss expectations and reasons for them wanting a particular treatment - and if they’re not suitable, time to explain why and offer alternatives.

Ruth revealed that, providing the client is willing, it’s a good idea to take before and after photos to refer back to, to compare and highlight results: “Small details of general information can be logged, like holidays booked, as these can act as a prompt when they return - ‘how did you enjoy your holiday?’ You may have forgotten if you’re a busy salon, but this quick prompt will give the client a feeling that you are a good listener and offer a personal touch, encouraging them to return.”

In order to generate retail revenue on the back of a skin consultation, Ruth explained that the record card should be filled out at every visit and things noted on this should contain results, reactions and progress to the treatments carried out and also what retail items were purchased, and samples given to follow up. This will all aid in growing customer knowledge and retail interest and understanding and therefore sales.

In order to really capitalise on the growing demand for skincare treatments, initiating a relationship through a wellorganised and thorough consultation with a client is the perfect place to start. Take the words of our experts on board and you’re bound to build some great long-lasting client relations.