PART 1: Reclaiming the Heart of Esthetics in the Age of Social Media

To my fellow Estheticians, I first want to thank you for taking the time to read my recent blog series, The Informed Esthetician. Having read the series, you already know how much misinformation circulates in this industry, especially on social media. Based on that, I have decided to continue with another blog series which will include excerpts from my book, The Heart of Esthetics. Whether you've been licensed for 20 years or 20 days, or you own or manage an esthetics business where licensed estheticians work for you, this series is for you. 

Services, equipment, products and Estheticians will come and go, but the HEART of Esthetics will always be the foundation for success in this business.

The History.

I wrote the original The Heart of Esthetics book in 2013, and it was regarded as a helpful source of information for Solo Estheticians and Spa Owners. Years later, after so much had changed in the world of esthetics, I updated the book. At that time, I did not put much effort into marketing the book, other than to announce it had been updated. That’s because my goal was not about selling the book, or becoming an online mentor or a social media influencer. My personal goal was to ease out of full-time esthetics (other than consulting) and leave as my legacy a book that would be helpful for Estheticians which is written by someone who had the proven credentials to back up the info she is offering. (Link to my credentials: Meet Diane).

However, I am once again frustrated by what social media is doing to the field of esthetics, to hard-working Estheticians, to newly-licensed Estheticians, and to clients who unknowingly are trusting incorrect information. As I consider my options, there are really only 2 choices: I can either get off social media entirely so I am not bothered by it; or, I can jump back in and try to do something about it.  I am going with Option 2.  

It is a no-brainer for me that the best course of action is to get my book The Heart of Esthetics into the hands of any and all Estheticians who want to improve the lives of their clients (and women in general) -- and become financially successful as a result. And here’s what you need to understand: No matter how much education and training an Esthetician may have, at any given moment there is likely an Esthetician within one mile of you who has one or more of the following: More education, more training, more skill, better products, better location, more clients. However, that has absolutely nothing to do with how successful you can be. Your success is far more about who you are than it is about products, services, location, or how successful another Esthetician might be. 

Consulting.

When I am hired as a consultant to assess a spa, I look at many things. First, of course, is client safety; i.e., whether management and the practitioners are aware of –- and are following -- the laws of their state. (You’d be surprised how many are not!) Next, I look at their service menu, their product line, their equipment and supplies, and their marketing strategies. There is almost always something in those categories that can be tweaked and easily improved. Other times, the issue is underqualified or inexperienced management. However, more often than not, if the esthetics department is struggling, the main cause is one or more of its Estheticians.

Example #1: While consulting with a country club spa, I worked in the treatment room for a couple of days so I could interact with spa’s clientele. Because I was not an employee of the spa, those clients were very open with me about what they liked and didn’t like about the spa. The feedback was consistent: it was the personality of a particular Esthetician.

Example #2: In another situation, I did not work in the treatment room however with management’s permission, I did speak with many of the spa’s clientele and asked general questions such as what did they like about the spa and the services, as well as what services they wish were offered on the esthetics menu.

At that time, there were three Estheticians employed at this spa and one was booked far more often than the others. It was my mission to figure out why.

Of the three, one Esthetician had more training and clinical experience, which in my opinion was quite impressive. Surprisingly though, she was not the one the spa’s clientele were regularly requesting.  In fact, the most popular Esthetician was the one who was known by management as one who could at times be a bit difficult to work with. However, inside the treatment room with clients, she turned on the magic that clients are drawn to. And for that reason, she enjoys all the perks that come with happy clients who regularly book with her and purchase home care products. Ultimately, she benefits as does the spa.

To be financially successful in this fabulous career you have chosen, you must understand this: YOU are the most important element to your success. And you must start there.

We are all in this together.

For some of us, the art of bonding with our clients is an instinct; but it can also easily be learned. And that’s one of the many talents you likely did not learn about in Esthetician school, you won't learn it on social media, but you will learn in my book, The Heart of Esthetics.

I highly encourage you to purchase The Heart of Esthetics book (or e-book) and absorb the information in its entirety. And if it helps you in any way, please pass the book along to other Estheticians who you think will benefit. We are all in this together, and it was for me, it will also be for you: There will always be new Estheticians coming up behind you and they could use a helping hand too.  

Lastly, I want to be upfront about this: You already have access to education and information about the usual things such as products and services. This book is different. It is specifically about the business side of esthetics, and more importantly, the HEART of esthetics. It was not written by AI, nor was AI involved at all. It was written in its entirety by me -- a 26-year Esthetician who has lived it.

THE HEART OF ESTHETICS by Diane Buccola

Dedication & Chapter List

 This book is dedicated to all the hard-working Professional Estheticians who share my passion for the esthetics business and continually put in the effort to raise the standards of this career that we love.

CONTENTS

Random product sales is not the path to becoming financially successful.  It is the path to becoming a struggling salesperson. 

Back in the days when I was a new Esthetician, there were very few product lines available and even then, nothing particularly strong or clinical. But on the other hand, there was no internet or social media presence we had to compete with. Back then, clients could only purchase pro skin care products from an Esthetician. They couldn’t purchase products on Amazon, and they couldn’t learn DIY facials from YouTube. Clients relied on us for everything related to care of their skin.

For today’s Esthetician there are many more obstacles, however, that does not change the goal of prioritizing the relationship you have with your clients.

Many of today’s Estheticians blame their lack of financial success on the internet. But it doesn’t have to be that way. There are SO many reasons why a client should -- and will – purchase products only from their Esthetician. But how will they know if you don’t tell them?

 The Heart of Esthetics by Diane Buccola

Next blog: The Lives of Women