It comes down to efficacy, time and training. I want well-researched products with cutting-edge technology, delivery systems and ingredients that are constantly being improved upon and which will give my clients results.
Well-known brands have superior credibility with customers. They generally place a higher value on products from established brands and are less likely to question their quality, ingredients, technology and usefulness. Therefore, I choose to sell products that are already branded because a customer is more likely to do business with us if they recognise a brand versus something unfamiliar.
This is partially due to the marketing budget [available to established brands], where POS posters and special offers like GWP target customers in-salon, in addition to social media and other internet marketing. This then allows us to focus on our skin treatment offerings without worrying about marketing which is costly and time consuming.
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Most well-known skincare brands have pre-requisite opening orders. This allows clinics to have a varied offering of products to suit all skin types, giving the therapist the ability to provide a truly customised and tailored skincare prescription to the client. This is at the heart of our business; we go into this career not to earn the big bucks but to help people in their skin and personal appearance goals; we are in the self-confidence industry!
Established businesses are also constantly upgrading products with new, exciting ingredients due to the backing they have in their research and development departments.
A final factor is training. Training and continued education are on offer by these brands, which is absolutely invaluable to skin clinics and ensures consistency, results and ultimately, the longevity of a business.
This story appears in the July issue of Professional Beauty. Download it here.
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