I joined Gordon Miller, CEO of BeautyCast Network, on his podcast Social Beauty Makers for an insightful conversation on skincare, service, and more.
It’s no surprise the skincare industry is exploding in the United States, thanks to increasing consumer awareness, advancements in product formulations, and the rise of e-commerce. Now more than ever, men and women are interested in treating their skin, looking into anti-aging formulas, and becoming well-informed. But let’s be clear: While social media trends and the younger generation’s interest in skincare are exciting, it’s important to remember that skincare is not just a passing trend—it’s a timeless, essential practice.
In the 70s, the prevailing sentiment was, “Nobody cares about skincare—everyone cares about makeup and hair.” Then came the late 70s, when nails took the spotlight, followed by the hair color craze. But I firmly believe that skincare has been an essential part of human history for centuries. Consider Cleopatra, who famously bathed in goat’s milk. By the time she immersed herself, it had likely soured, offering her what may have been one of the earliest forms of exfoliation—thanks to lactic acid. Her legendary, radiant skin speaks to the timeless power of effective skincare. Whether we have inflation, recession, or depression, I believe strongly skincare is “everything-proof.”
As the spotlight on skincare continues to grow, we as professionals must transcend merely providing treatments and product recommendations. We must deliver exceptional service, ensuring every client feels genuinely valued, understood, and cared for.
That’s why I had the pleasure of joining my dear friend Gordon Miller, CEO of BeautyCast Network, on his podcast Social Beauty Makers. Our discussion on the importance of service in skincare was so enriching that I wanted to share 10 key takeaways with you. I hope these insights help you elevate your own practice.
1. Good Service Never Goes Out of Style
As an esthetician who came to the U.S. as a refugee from Poland in 1970, I created a great business, success, and life. Why? It wasn’t given to me on the platter, but I was tenacious. I worked hard—and I always looked good. That’s why, as an esthetician, it’s essential to look the part. Get up, dress up, show up, and show up with a smile. If you apply these simple rules in life, you can succeed in whatever you choose to do.
2. First Impressions are Everything
Did you know an average person forms an impression of you within just seven seconds? It’s a powerful reminder of how crucial first impressions are. I always recommend observing the nuances of luxury experiences—whether the attentive staff at a high-end department store or the impeccable service at a five-star resort. Pay close attention to their communication style, body language, and overall presentation.
For estheticians, the art of combining technique with exceptional service is essential. Take a moment to evaluate your treatment rooms, the condition of your facial bed, and even the presentation of your guest’s bathroom. These seemingly small details significantly impact the overall experience and set the stage for a memorable, professional interaction.
3. It’s all About the Details
In my book, Success at Your Fingertips, I talk about “delightful details”—those small touches that can elevate your client’s experience. It’s about attentively offering choices like a cup of tea, listening to their preferences, and letting them decide if they’d like music or a quiet space for meditation.
4. Add-Ons are Paramount
During our conversation, Gordon shared his appreciation for the unexpected touches, such as a hand or neck massage, and I couldn’t agree more. These thoughtful gestures significantly enhance the client experience. And remember, delivering these moments with a genuine smile makes all the difference.
5. Trust in Your Expertise
One of the questions I always like to ask myself and have others ask themselves is, “How do you show you’re an expert without telling clients anything?” Ponder that for a bit. It’s about the overall presentation, your demeanor, and the quality of your consultation. Every treatment and service should start with a thorough consultation.
6. Always Offer Recommendations
Playing off of No. 5, it’s crucial that you also give your client a recommendation, but more importantly, explain to them why. Remember that everyone wants a routine, so figuring out the best method for their skin and schedule is also essential. A recommendation will set you apart from other estheticians and skincare professionals.
7. Consider Client Retention
You want your client to leave feeling that true WOW factor every time. That way, you know they will go off and tell five of their closest friends about their amazing experience. Thoughtful touches, such as handwritten thank-you notes and other personalized gestures, can significantly create loyal customers and referrals.
8. Treat Your Staff Well
The Ritz-Carlton has a great slogan. They say, “Treat your employees as you would treat your guests.” Embracing this ethos of compassion and care means establishing clear standards for how everyone should behave, operate, and present themselves. You need to create your own culture. If you visit our office and factory, there is a culture. People are smiling. We have cookies, coffee, and tea. We make everyone feel welcome.
9. Be Authentic
I made a joke in our conversation about life, not Las Vegas because you can’t “fake it ‘til you make it.” To succeed, you must live fully, connecting your mind, heart, instincts, and passion. If there’s one piece of advice I can give, it’s this: When you approach your work with genuine love and care, it won’t feel like hard work. Instead, it will be a fulfilling journey where effort and joy seamlessly blend.
10. The Importance of Business Planning
Stay tuned until the end of this episode for an exclusive preview of my insights on successful business planning—a crucial element for long-term success. Gordon and I will dive deeper into this topic in a future podcast, but you won’t want to miss this sneak peek!
I hope our conversation leaves you feeling inspired and equipped to elevate your skincare business, helping you put your best face forward every step of the way.
