Application/Category Sponsored by
New ingredients and cutting edge technologies are always available, so in today's professional skin care market, more then ever, it is essential that the professional skin care therapist stay abreast of all the new emerging ingredients. It's not just important to know what to use, but also how to combine different products for maximum efficacy.
C&T: What does the phrase “professional product” mean to you?
CHERIE: Something that is not sold through the mass market (the department stores, drug stores). It should be offered through higher-end medi-spas, physicians, estheticians, that have gone to school and been taught the understanding and the makeup of the product line.
C&T: Is a degree or certification necessary to be selling professional products?
CHERIE: No, but I think it is to their advantage that they educate themselves on the latest technique and how the process of each ingredients actually works on the skin. It’s usually up to the skin care company or the esthetician researching a particular ingredient, because there’s so much information out there that is readily available for the consumer. People in the industry have to stay on top of everything that “they” are trying to accomplish. So many people out there are addicted to the internet. Even magazines are selling their product differently than the way they used to. Years ago we didn’t have the knowledge that we have now on ingredients, and we can prove now that they’re transdermal. So I’m seeing a huge transition in the market as to how we sell products. You still have that beautiful face, but now there’s a little bit of science behind it. Customers usually bring in that article or the name of the product to the esthetician, so it is to the advantage of the esthetician to be up on everything so they are successful and believable. That’s another reason why we have to stay on the cutting edge, compared to department store sales employees whose biggest concern is about their commission. What it comes down to is making sure we sell effective products to the right person.
C&T: A Kline and Company market report says spa people need training from the marketers. But there’s also the Internet.
CHERIE: The Internet is a good starting place. If you really want to research a particular product line it’s best to get that training from the particular company because the company can explain why the ingredients are in there and why they’re blended with other ingredients and how to use the product and actually put a protocol together. But for questions about specifics (molecular weight of a material, its pH, its skin penetration, etc), you can do that on the internet. Usually the companies, myself and my competitors try to provide as much information as possible so that spa people have the confidence of the clients; and it helps the spa people, themselves. The more they know, the better it will be for them. I work with a lot of esthetic schools all over the US. Whether I’m talking to them about my skin care line or someone else’s, I always say to them, “Understand the ingredients and you’ll be able to sell any product for any skin type.”
C&T: Is there a way to bridge the gap between spas and formulators?
CHERIE: I learned from estheticians, from physicians, from being a consumer. I receive raw materials from companies all over the world. It’s my job to research through all of their information to find out how effective this particular ingredient is and how it works and why it works and timing, etc. I learn a lot in the industry, especially with all the new and upcoming procedures from some of the companies that own lasers and different equipment. That’s something that we are constantly staying on top of. If there’s a particular procedure that has just come out we want to make sure that if there’s a product or particular ingredient that’s going to be especially effective with that new procedure, we have to know about it.