Below is an excerpt from Chapter 6 of "The Heart of Esthetics" book (2nd edition) which will be available very soon. Stay tuned here for updates.
render (something) ineffective by applying an opposite force or effect.
ELIMINATING ESTHETICIANS FROM THE SKIN CARE EQUATION
It would be wonderful if we could blame somebody else for the neutralizing of Estheticians, but you know who is the biggest culprit? ESTHETICIANS!. Think about that for a moment.
We want clients and the general public to believe that we are trained esthetics professionals, that we are educated in esthetics and knowledgeable about skin conditions, that we use the highest-quality professional skin care products, and that we are trained to know which products and which treatments will provide optimum result for clients based upon all those variables which we are educated about.
We want clients to believe that they can trust us and rely on...
This blog is about a project I have been working on for a while which is the editing/rewriting/updating/revamping/republishing of my 2013 book, The Heart of Esthetics: Creating Loyal Clients & Creating Financial Success.
I announced I was working on this project several months ago fully intending it to take only a couple of months to complete. Since that announcement, I have been regularly contacted by Estheticians asking me when they can expect the 2021 version to be available. Well, it is definitely taking longer than expected. The pandemic certainly didn't help...but there's more. Let me explain:
In my own defense, here’s the back story…
I have been a licensed Esthetician in the State of California since 1990. I have been an NCEA Certified Esthetician since 2008. I wrote the original “The Heart of...
Throughout the many years I have been consulting with spas and speaking to Estheticians, the question I am asked most often is "How do I get new clients?" This is the perfect question when asked by an Esthetician who's just getting started; for example, if you are a newly-licensed Esthetician or you have been working for someone else for a while and now you are going solo. However, if you’ve been working in the treatment room for more than a year, that is not the question you should be asking.
Let me give you a visual to help put this in perspective:
Imagine you have a bucket, and you want to fill your bucket with rocks. So you gather a bunch of rocks and you place them into your bucket. But there are holes in your bucket so, of course, the rocks go right through and out of your bucket.
So you go out and find more rocks. You put them into the bucket. They too immediately exit your hole-y...
The good news I am hearing from Estheticians who have been shut down for a while is that they are back in business. I am so happy to hear that! We need some good news….or great news. Got any to share?
I also know from Esthetician friends that their esthetics practices look a bit different than they did a year ago. For one thing, sanitation practices have been highlighted and upgraded, and I think that’s a bit of a silver lining which came as a direct result of this pandemic nightmare.
Another silver lining – I’m big on silver linings, can you tell? – is that many of us have taken this downtime to assess our esthetics businesses. And by that I mean, asking ourselves: Are we up-to-date? Is our menu fresh, or do outdated and not-very-popular services remain on our menu? Is our current marketing strategy (if any) still working and/or does it fit...