Are We Aestheticians or Educators?
Our clients come to us of course to improve the conditions of their skin, and possibly for relaxation, but I would argue our role first and foremost is to educate clients and provide them the tools for obtaining and maintaining healthy skin.
They look to us for guidance on corrective treatments, daily care, and effective and healthy ingredients. We should also be there to educate them on skin function, causes of aging (this includes whole body health), caring for skin, and preventing damage. Why should we take on the role of educator, and how do we go about doing it? In short, it establishes trust and you as the expert, as well as improves skin care goals in the long term.
Be the Expert
Providing education to your clients will assert your position as a skin care expert and establish trust between you and your client. Consumers are savvy and their awareness of skin care innovations is constantly evolving.
Professionals need to be on top of what is happening in the industry for several reasons. One is to remain relevant in your client’s eyes, but also to provide them guidance on what are simply industry buzzwords and what will actually impart change in the skin.
This of course requires in depth knowledge on your part so you may pass it along to clients. Whether through self-education, experimentation or training courses, constant learning will keep you at the forefront of the aesthetic industry.
School in Session
Clients will welcome your insights, so truly there is no wrong time to provide education. Of course there are a few times during their visit that provide natural segues for information. For example, with new clients the initial skin assessment is an opportunity to discuss skin function, causes for specific challenges and treatment options.
Alternatively you might reserve a few minutes before or after the treatment to discuss how exactly the ingredients you applied during their session impact the skin. You might also do this during the treatment. Discuss why you are applying “x” and what it does for the skin.
These talks will provide a natural transition for suggesting product for continued home care following their treatment.
What should you educate clients about? The world of aesthetics is vast leaving the door wide open for the information you might provide clients. However, to keep from overwhelming them I like to provide a general overview initially. As your relationship with the client progresses you might go further in depth with each visit.
An overview might include a conversation about:
- Skin function – discuss the anatomy of skin, how cellular regeneration occurs and how this process is impacted by aging.
- Causes of aging – provide an overview of some of the factors that cause the skin to age such as environmental damages (i.e. the sun and pollution), stress, diet, sleep, smoking, etc. Always be sure to educate them about the importance of sun protection, especially since it is one of the top culprits of skin aging.
- Caring for the skin – when talking to clients about caring for their skin, customize it to their needs. You might discuss how to continue the care at home, treatment plans and any new advancements that might work for their skin.
Arming clients with information will support the work you are doing in the treatment room and help improve their results. Educating them about skin and certain ingredients may also help prevent long-term damages either as a result of overexposure to damaging elements or subpar ingredients. Remember to keep it simple and informative, and encourage them to ask questions.
Question: How do you educate your clients?