BeautyLink - Volume 7, Issue 2 - (Page 30)
Diversity and Multicultural Skincare
the spa industry was in its infancy and I
was working with a team of 26 professionals at an
international salon and spa in Boston. Team members collectively spoke 18 different languages and
each person specialized in particular modalities
I witnessed the value and success of building a
team of talented, diverse and adaptable individuals
from different countries and cultures. No matter who
walked through the door, someone spoke their language and understood their esthetic needs. Today, as
client diversity increases alongside expanding multicultural demographics, personalized skincare and
specialized treatments for ethnic skin are attracting
greater consumer awareness.
Skincare is not a one-formula-fits-all commodity;
but neither should it be considered a niche market.
It has become essential for esthetic professionals
to be informed and prepared to provide treatments
tailored to the new face of today's global customer.
Ethnic skincare is not only important for the growth
of our industry; it's a widely untapped market segment with a lucrative future.
Recognizing the unique characteristics of ethnic
skin goes much deeper than simply identifying oily,
normal or dry skin types. Caring for African, Indian,
Asian, Hispanic and biracial skin types requires an
industry-wide increase in information and education.
Clients with ethnic, dry or sensitive skin often
cope with a variety of issues ranging from hyperpigmentation and rosacea to extreme acne. Being
knowledgeable about which products and treatments
best suit a client's condition speaks volumes about
an esthetician's expertise. It also adds value and
creates a memorable interaction, builds loyalty and
enhances referrals and retention.
To improve business competitiveness, it's key
to include healthy diversity and boost the quality
and scope of services through ongoing education.
Including ethnic skin in your curriculum becomes
a win-win for everyone. Having the knowledge and
confidence to recommend the right specialty skincare product reinforces that you are capable of providing the finest products and services available to
A global retail cosmetics manufacturer enhanced
its position in the world market by targeting the
beauty of different faces and races. According to the
Harvard Business Review, "In 2012 L'Oreal sales
grew in the Asia Pacific region by 18.4 percent and in
Africa and the Middle East by 17.6 percent, without
significant acquisitions." This growth is directly
attributed to the company's choice to embrace
is not only
the growth of
it's a widely
BY MIA A.
| B EAU TYLINK | MO R E THAN SKIN DEEP | 2 015
multicultural customers and to tailor its brand to
diverse regions and people.
While many companies are keen to include new
ingredients, technologies and a broad spectrum of
stem cell varieties and peptides, the efficacy of any
product is ultimately revealed by its cellular compatibility. As biotechnology and genetic science continue
to rapidly advance the evolution of skincare, we
are poised to see a significant progression towards
enhanced personalized products.
In a social climate where we are often discouraged
from validating our differences based on race, ignoring the nuances of unique skincare demands will fail
to serve our industry. As product composition and
applications gain specificity, so will the demand to
collaborate with educators and providers. As professionals this affords us a wonderful opportunity
to share our experiences, insights, and successes.
Advancing training initiatives surrounding these
market segments is more than a rewarding way to
include diversity and promote multicultural services.
It is a powerful way to meld with your clients, cater to
their needs, and appreciate their unique differences.
Mia A. Mackman is the founder and president of the
Arizona Spa & Wellness Association and president
of Spa Management Solutions, a full service spa
management company. She specializes in business
planning, concept design and wellness strategies
for the spa, wellness and lifestyle markets. You can
reach her at firstname.lastname@example.org
Table of Contents for the Digital Edition of BeautyLink - Volume 7, Issue 2
Message From the AACS President and CEA Chair
Spring Executive Retreat & Financial Aid Workshop
And Then There’s Compliance
The Esthetics Regulatory Environment: What You Need to Know
Spotlight on Esthetic Treatments: Sugaring
6 Questions With Steven Frost, Dermalogica Academy Director
Trends: Where Old School Meets New
Tapping Into the Asian Skincare Market
The Nitty Gritty on Lasers
Mind Over Hair Matters
Getting Started With a Barbering Program
What It’s Like to Work in a Med Spa
What to Say When You Have to Say, “You’re Fired”
A Student’s Perspective
Beauty Changes Lives
Voices From the Classroom
People & Places
Associate Member Profiles: Marketing & Advertising
New Products & Services
New School Members
Upcoming 2015 Events
Index to Advertisers
BeautyLink - Volume 7, Issue 2
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