QUESTION: We are entering an age of ‘skintellectualism,’ whereby consumers are adopting a much more investigative approach to their routines and educating themselves about the best ingredients for every stage. How are brands responding to this challenge?
LEARNING: Education is key when it comes to both therapists and clients. Each client needs to be assessed individually and treated accordingly.
Eddie said education was key within the DMK network of clinics and therapists.
Olivier said consumers were a lot savvier than they used to be and was the job of the beauty industry professional to educate them a bit more .
Michelle said one size doesn’t fit all and as beauty therapists, it was important to find out what was going on with the customer and their lifestyle, their habits and their changing needs, rather than just a skin analysis.
Karen said as a clinic owner it was important to have a heightened awareness with the public to gain the client’s trust.
Robyn said her job was being “very hands on with clients” and as a skin expert it was important to raise the bar on a level of learning and do a great job because education had become the forefront of a product.
Simone said as an industry we needed to be very aware of the education coming from our website and the distributor’s websites to make sure they were not just about marketing hype and trying to sell the next trend or fad. She said we needed to have “good, credible information that is there to be utilised, especially when it comes to social media”.
Watch the video at the top of the page for the full discussion.