PART 3: Know Your Sources — Why Not All Esthetics Advice Is Created Equal

I wrote The Heart of Esthetics book because it is my personal belief that Estheticians serve a higher purpose that goes well beyond skin care. A really good Esthetician can actually change a client’s life.

We are in the age of social media and online shopping. That is the bump in the road that today's Estheticians must navigate. But it doesn't have the power to make or break an Esthetician's career unless they allow it. 

Here is an interesting statistic: Studies show that 60% of people define their skin type and home care needs incorrectly. That's more than HALF!  Can you see how important a trained and licensed Esthetician's role is in the world of skin care?

There are so many women (and men) who really want to learn about good skin care and are willing to put in the effort to achieve their skin care goals, but unfortunately, they don’t know how to do that. They do try though, by purchasing products they hear about from various online (and other) sources. But unless they have personal access to a qualified Esthetician, it will come down to guesswork as to whether the information they receive is accurate and therefore helpful for their specific skin care needs.

Every really good Esthetician knows that to give accurate professional advice and ultimately make a positive difference in a client's life, the client or potential client must be consulted in person. However, Estheticians are not standing in public places wearing uniforms or lab coats and holding a sign that says "I am an Esthetician. Ask me anything." If they were, it would create an initial connection that could lead to an appointment being made and a loyal client created. But that's just not how it works for us, especially in the era of extreme reliance on social media.

Know your sources (including me!) 

Licensed Estheticians: If you have been around for a long while, you may have encountered me as a director or speaker at various trade shows and esthetic events over the years. Other than that, you will not find videos of me on social media trying to sell you things. It's possible I will eventually succumb to advice from advisors whom I trust and create a video or two; however for now, my books are available on my website, Amazon, Kindle, Barnes & Noble, and various international sellers. 

Students of Esthetics: You are about to enter a professional world full of people eager to sell you things — courses, products, equipment, systems, memberships. And it is unlikely that you have developed the professional instincts yet with which to sort through and critically evaluate those things.

For example, here is a quick tip for you: When you are considering a purchase of esthetic equipment, check your state license restrictions first. And by that I mean go to your state licensing board's website and read the rules that govern your license. In other words, do NOT rely on the salesperson who is trying to sell you the equipment. They come from all over the country and sometimes beyond, and it's very unlikely they know the rules and regulations of all 50 U.S. states. Nor should you rely on someone on social media because even if their answer was correct at one time, rules, regulations and state laws change often and it may no longer apply. 

The responsible/professional thing that every licensed Esthetician should do is visit their state board's website annually to check for any updates or changes to the rules and regulations that govern their license. (However, I invite you to inquire in any online Esthetician group as to how many honestly do that.) 

The Pioneers.

One of the advantages long-time Estheticians have -- meaning those of us who began their esthetics career before social media became so powerful -- is that we don't always immediately trust information put out online. Many of us do our own research to confirm whether what we have seen or been told is accurate. I tell you this so that you will evaluate the length of time and amount of experience an Esthetician has before following their advice, buying their AI book, or purchasing something they are selling. 

In other words, don't be afraid to lean in to information from 20+ year licensed Estheticians whenever you have the opportunity. Many of us have blazed a trail that many others have later successfully followed. We have taken years of in-person classes where we could assess in real time the person who was teaching us as we learned hands-on about equipment, products and services.  Of course, we also made plenty of mistakes that we had to learn how to correct which is probably the best way to really learn something.

We have seen products and equipment change and sometimes improve. We have experienced state-of-the art equipment as it came and went. We have typically learned, used in the treatment room and sold as retail many different professional skin care lines over the years. So with so many years of experience, we can usually spot incorrect information on social media relatively quickly. And you can do it too. 

Your life is bigger than your generation. Just as you are not limited to the music of your generation, in the world of esthetics you are not limited to the habits, advice, opinions and beliefs of your generation. Expand your research. 

THE HEART OF ESTHETICS by Diane Buccola

I am aware of the massive amount of bad advice that is regularly dispensed from “consultants” who are not actively involved in the esthetics business, as well as volumes of misinformation found on social media. You see, our business is very different from all the rest. Ours is intimate, it is personal, and it is ever-evolving. And this is specifically what makes generic business advice from consultants outside the industry dangerous rather than merely unhelpful.

To maintain the integrity that I believe is crucial for the success of Estheticians, you will never see me making our trade secrets accessible for public consumption on social media. For example, I don’t belong to any Facebook esthetics groups that I don’t own and manage myself. Nor will you find me uploading YouTube videos which contain secrets from the treatment room. I will only share my knowledge with Professional Estheticians.

So ladies and gentlemen, throughout this book I will repeat these words frequently: “Know your sources.” It is just so important! This applies to any advice you are being given, by anyone, whether it is online, at a trade show, or from a consultant.

For example, if someone is offering advice about a marketing idea to bring in new clients, ask questions such as:

1. Did you actually try this in your esthetics business?
2. How well did it work?
3. By what method were you able to track how many people responded?
4. Was it highly profitable for you?
5. How many people scheduled appointments as a direct result of that specific marketing strategy?

Keep in mind that you may not always be getting the full story from people on social media. This is where The Heart of Esthetics will teach you how to develop the judgement to know the difference. 

In my experience, I know these two things to be true: 

1. Those on social media who brag about their success probably are not as successful as they would like others to believe.
2. Those who are really are successful probably are not going to brag on social media about their success.

EXTRAS

You will find scattered throughout this book little extras called “Behind the Scenes” which are scenarios that I have encountered and lessons I have learned while working as a consultant. Some of those include “Notes for Spa Owners” which is offered for those of you who have employees.

I have also included a handful of what I am calling “Personal Development Tools” which are exercises to help you find clarity. And here is the first one:

PERSONAL DEVELOPMENT TOOL #1

Navigating Fear

 We can’t talk about creating a successful esthetics business (or any other business, for that matter) without first discussing fear. Here’s the thing about fear: The real reason we don’t move creatively ahead is always and only fear.

And how do you know fear is the obstacle? Because fear will stop you. Remember this: Things do not have to be perfect. They just have to get done. You will reach your version of perfection someday, but only if you begin…and then keep moving forward through the fear.  

Giving up on a goal because of a setback is like slashing your other three tires because you got a flat.

 The Heart of Esthetics by Diane Buccola

Next blog: Anyone Can Claim to Be an Expert — Here Is How to Tell the Difference

Back to blog #1: Reclaiming the Heart of Esthetics in the Age of Social Media