Tools of the Trade: Lunch time Lifting, Anyone?

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Lunchtime Lifting, Anyone?

by Melinda Minton

LUNCHTIME THERAPIES OR EXPRESS TREATMENTS ARE BECOMING ONE OF THE MOST SOUGHT-AFTER OPTIONS FOR SPA-GOERS. THE NO. 1 TYPE OF LUNCHTIME TREATMENT IS NON-ABLATIVE SKIN REJUVENATION. SKIN REJUVENATION HAS A LONG HISTORY: MOST RECENTLY, IN THE ’90s, WE EXPERIENCED SPA-GRADE CHEMICAL PEELS, DERMAPLANING, CO2LASERS, OLDER FORMS OF TCA PEELING AND ERBIUM LASERING.

While the results often were very good, the skill level of the surgeon or esthetician needed to be at the top range of the spectrum. The various procedures involved precision, artfulness and a certain instinct to how the skin looked in preliminary examinations. A further understanding of how the skin was responding to the active treatment was necessary as was the pre- and post-homecare regimens of the client.

Now that there are so many new types of affordable lasers, skin rejuvenation using a laser or intense pulsed light are offered in a variety of environments from salons to medical practices. With little to no downtime and great results, this series type of treatment is profitable and safe when performed by an appropriately trained professional and truly beneficial for the immediate health and appearance of the client’s skin.

New Techniques

With technology growing, the laser spectrum truly is hard to keep up with. The first work performed with lasers for skin enhancement and treatment originally was done by dermatologists. Dermatologists still are the physicians who, as a whole, have the latest information on various nonablative modalities and techniques.

Photomodulation is a non-invasive breakthrough technology procedure that works by activating skin cells with pulses of low-level, non-thermal light energy. This non-ablative procedure converts the energy in the skin’s cells similar to the way a plant creates photosynthesis. A skincare kit that is loaded with vitamins and topical nutrients tends to enhance the cellular generation of the energy. A recent multi-center clinical trial utilizing 90 female photo-aged patients produced results confirming the efficacy of this type of treatment, according to Robert Weiss, M.D., associate professor in the Department of Dermatology at John Hopkins University School of Medicine in Baltimore. The study showed that an average of eight photomodulation treatments produced: reduction of fine lines and wrinkles, a reduction of hyperpigmentation, a reduction of redness, a refinement of pore size and roughness in the periorbital (eye) area, and a refreshed overall skin tone. The results showed 62- percent global improvement of the facial skin and eye area, a 26-percent reduction of skin roughness, a 30- percent drop in elastosis (yellow or irregularly-thickened skin), a 14-percent reduction in hyperpigmentation, and a 25-percent reduction of redness.

While nothing new, photorejuvenation also is making grand strides. Photorejuventaion is another form of non-ablative skin rejuvenation that works to repair collagen in the dermis, or deepest layer of the skin, while erasing flaws, hyper-pigmentation and other signs of aging on the surface of the skin. This type of light treatment selectively delivers intense pulses of light to the dermis, which injures and subsequently repairs the existing collagen. Since the epidermis rarely is injured by this treatment, there are no visible signs that the skin has been treated. (With ablative procedures, often there is a period of downtime with redness, oozing, peeling and a “burned” type of look.) More than enhancing the collagen levels of the skin, this type of treatment helps to repair dilated capillaries commonly associated with rosacea, hyperpigmentation and sun damage as well as diminish fine lines and wrinkles. Each treatment takes 35 to 40 minutes, and a series of four to six sessions spaced three weeks apart is recommended.

Marketing Lunchtime Services

When promoting non-ablative skin rejuvenation treatments, consider your core market: busy men or women who work full time, exhausted moms who are short on time, and the up-and-coming younger career person who is focusing on preventive care and who might be short on funds. To accommodate the needs of these very different groups, make your services flexible and create marketing programs that are specifically targeted to each group.

Men: Men don’t shop, for the most part. They want the spa treatment but don’t want to be seen as vain by women. Consequently, promotions targeting men should be on “male only” special days. Men’s programs should be a series sale offered during lunchtime or after work with homecare included in the total price. Keep the sale and the promotion simple. Men are loyal service and retail sales targets; take the time and devote the funds to attract them.

Young corporate females: Make the promotion to this group focused on career and long-term vitality. They work hard and deserve a treat, but this also is an investment in their future. Make their homecare a part of the sale, but try to give them a slight discount in some way on the total cost of the procedure. Making this up-and-coming group a cult member of your spa will pay off for years to come.

Soccer moms: These superhuman beings are sponges for relaxation. They take care of everyone and rarely are given their due. Oftentimes, soccer moms are sideline entrepreneurs or moonlighters. While they typically can splurge on a much-needed treat for themselves, they are selective and time deprived. Reel in this market by marketing to pairs or groups. When moms experience something wonderful, they broadcast the news to others in their neighborhood, carpool or morning aerobics class. It might even be worthwhile to do a VIP introduction of your new non-ablative offering to the better-known moms in your spa’s 5-mile radius. Pre-booking their next appointment is key because moms tend to put themselves last and may not take time out to come back even if they are thrilled with the results. Homecare can be extra but must be included, as moms notice every detail in an attempt to control the uncontrollable.

Above all, show customers that the spa staff is well trained. Have a soiree to introduce the new technology. Allow guests to feel the laser pulse on their hands, as many consumers are afraid of non-ablative procedures because they have no idea of what to expect. The thought of a laser beam being applied to one’s face is somewhat science-fiction-esque. After they experience a brief demo on their hands, the group will be hooked.

Most of all, be sure to promote the procedure. Consumers are not aware of the procedure, for the most part, and won’t be asking to receive it. If they don’t know, they won’t go. Get the word out.

Non-ablative skin rejuvenation is the way of the future. It goes nicely with more invasive therapies and is the perfect solution to satisfying the anti-aging cravings of those who don’t feel comfortable with surgery. Moreover, it is a series treatment that will bring clients back to the spa time and time again. Make this technology easy to understand, train staff very well and begin a marketing crusade with the existing client base.

Offering a new treatment always is time consuming and challenging, but this therapy is worth the effort.

Melinda Minton is a spa consultant and health and beauty expert living in Fort Collins, Colo. A licensed massage therapist, esthetician and cosmetologist with an MBA in marketing, she founded The Spa Association, a world-class organization dedicated to enriching the professional beauty industry through self-regulation, education and sound business practices. Recently featured in Entrepreneur magazine, Minton serves as a resource for such magazines as Better Homes and Gardens, Shape, First for Women and Alternative Medicine.

Choosing A Laser

WHEN DECIDING on a laser, shop carefully. Invest in a swap-out program or a lease that will allow you to get the latest model without any penalty or buyback costs. Also, look for a company with many years in the medical or professional beauty industry.

If your equipment breaks down, you will need immediate service. Does the company provide a comprehensive service policy or a loaner until you get your equipment back? What about training? Do you get training? Do you receive ongoing training given staff changes and technology adaptations?

Finally, what type of insurance does the parent company or manufacturer offer? While many lasers are available for use by nurses, licensed aestheticians and physicians, some manufacturers require that the laser only be used in a physician-run facility. Do your research before committing to one particular type of laser.

Another point of differentiation with lasers is the range of use that each laser can command. Many laser hair-removal machines also can be used for removing spider veins, dermal rejuvenation and removing unwanted skin tags and markings. Assess your facility’s needs and search for the laser that seems the safest and has the widest use for your market.

Above all—and before you do anything else— check your state’s licensing laws to determine if you are allowed to use this technology. If indeed you are, be certain that you know all of the laws and regulations that govern you, and make every effort to become educated on this technology and its procedures.