Maintaining healthy skin in the winter is tough – we all know it. Your clients may be dealing with dryness, irritation, sun damage, flaky skin – the list goes on and on. Therefore, It is a great time to connect with clients and deepen their understanding of winter skincare. Remember – they don’t just want to feel okay, they want to glow! Now is the best time to focus on the importance of consistency and healthy habits. As party season approaches, it is up to you to banish seasonal skin concerns, tackle signs of ageing and rejuvenate the skin. But clients have to invest their time and efforts too. Courses are the best way for clients to achieve their desired results and get healthy skin for Christmas. So, read on to find out our winter skincare marketing tips.
Winter Skincare Marketing Tips
First things first – you are a skincare therapist for a reason, so don’t forget to offer your expertise by educating your clients and making recommendations. Emphasise to clients the importance of having a consistent skincare routine. Often, concerns arise with the skin as it is missing something that it needs. Skincare treatments are not a “quick fix”, and the best results are attained alongside appropriate home care. Don’t forget, you are perfectly placed to provide clients with their home care products and make it easy for them.
When clients seek an expert opinion for their skin, they want all the help they can get to achieve results. Don’t feel bad about recommending products that you retail. Just as you include a consultation as an essential part of your service, selling retail is an extension of that service. Purchasing skincare from their skincare therapist is highly convenient for clients, as they know the product is suitable for their skin and will enhance their treatment results. However, they are unlikely to ask about retail products if you do not guide them.
The products you retail are tried and tested, and represent the quality of your service and your business. As you get familiar with your client’s skin, and understand the issues they are facing, it is the perfect time to offer your expertise. Be as specific as possible with the benefits of the product you recommend. Link it to their personal skin goals, and ensure they understand how you have tailored the recommendation to their needs. Focus on educating your client, not pushing products, and you will become more comfortable with this part of the service. As well as recommending products, you can enhance your service by offering resources too.
There are a range of resources at your fingertips when partnering with SkinBase that you can share with and pass onto your clients. The SkinBase Beauty Guides, for example, can be downloaded for FREE on the website and are great resources packed full of hints and tips to help keep skin in amazing condition. A range of guides are available, from everything you need to know about Microdermabrasion, to menopause, pigmentation and skin blemishes. The SkinBase Beauty Blog is also packed full of tips and guidance to answer your clients questions, and remove any barriers preventing them from achieving the glowing skin they desire.
Treating Winter Skin Concerns
Winter skin concerns can be painful, uncomfortable and irritating, as well as largely decreasing confidence and self esteem. Luckily, you’ve got all the tools that your clients need to get on the path to perfect skin. We know that, and you know that – but do they?
Winter is a great time to target sun damage as the skin is mostly covered. If you are looking for a way to communicate the benefits of your treatments to your clients in your winter skincare marketing, you can think of it like this. Photoaging can show up on all areas of the body, as loss of skin tone, fine lines and wrinkles, pigmentation, texture, and broken capillaries. If you offer SkinBase Microdermabrasion, don’t forget to let clients know it is a great treatment for banishing sun damage concerns as the exfoliating crystals work progressively to smooth out fine lines and wrinkles, break down pigmentation, and soften any rough texture. Collagen Lift is also an ideal treatment for sun damaged skin, as the radio frequency energy tightens, firms, lifts and sculpts to minimise signs of photoaging. Explain the benefits of the treatment to clients, and help them to understand how the changes they may see in their skin as a result of the treatment. Intense Pulsed Light (IPL), the third SkinBase system, uses light energy to smooth fine lines and wrinkles, minimise age spots and pigmentation, and remove broken capillaries in as little as three treatments.
Dry, Irritated Skin
Temperatures dropping combined with winds, heating and a lack of moisture in the air can aggravate the skin. Therefore, leading to a number of uncomfortable symptoms. Increased sensitivity, redness, dryness, irritation and a lacklustre appearance can all be real problems for winter skin. Depending on which treatments you offer, there are a sone points you should emphasise. Winter exfoliation is key to ridding the skin of dead cells and sensitive, dry patches, so SkinBase Microdermabrasion is an effective winter skincare treatment. A boost of collagen is great for lacklustre winter complexions, as it allows the skin to maintain water levels more efficiently, for a healthier, plumped appearance. Therefore, Collagen Lift is also an ideal treatment. Depending on your needs, you could have the SkinBase Collagen Lift Ultimate treatment, and combine the technologies of both treatments discussed into one session.
Remember, to get clients in for a course they must:
- Be aware that you offer the treatment.
- Understand how the treatment will benefit them.
- Understand how your business adds value they can’t find elsewhere.
So while you may understand how the SkinBase treatment(s) you offer are perfect for winter skin, your clients may not!
Winter Skincare Marketing: Social Media
The best way to make clients aware of your treatment offerings, other than chatting about your services with everyone who walks through the door, is to consistently post across social media. Even if you are posting daily, it is likely that only a percentage of your followers are seeing it. Increasing the frequency of posting will allow greater reach, and get your treatments in front of new clients. Consistent posting is also important as potential clients will be assessing if you are a good match. If they are looking to rejuvenate their winter skin, and your last posts are summer related, they won’t stick around.