Renew Magazine - November/December 2008 - (Page 26)

great expectations “ Guests are measuring us more critically, thinking, ‘What did I get for $100?’ Daireds Salon and Spa Pangéa ” —Daired Ogle products follow suit Mirroring their service choices, in 2009 clients will likely opt for action-oriented products that zero in on speciﬁc issues. “Clients used to be brand-loyal to a whole line, but that’s changed,” says Wurwand. “They are now cherry-picking within each line to ﬁnd the best anti-aging treatment, the best exfoliant.” Gallagher agrees, adding that it’s more important than ever to establish communication with your clients in order to help them ﬁgure out which cherries to pick. “The trained eye of an esthetician will know when the client is not using the right product or not using it correctly,” she says. “You have to share that information.” The more complex the product, the more education the client needs, adds Wurwand. Exfoliants, she predicts, will continue to sell as long as clients understand how to use them; she foresees the staples of cleansing and moisturizing products remaining steady, while masques are already dropping. Peptides and hyaluronic acid will be the year’s hot ingredients, Tuggle anticipates. “Adding peptides and hydration will give clients’ skin elasticity and make it smooth to the touch,” she says. Also echoing the newer services, the 2009 products are more likely to be multipurpose. Sothys will kick oﬀ the year with an at-home peel system from its new C cosmeceutical anti-aging line, which includes a microdermabrasion masque that both detoxiﬁes pores and resurfaces, and a serum that doubles as a make-up base. Murad’s two-in-one shaving product for men acts as both a cleanser and shaving tool. Wurwand ticks oﬀ a list of new, dual-functioning products from Dermalogica: a treatment for ﬁne lines with a chemical-free sunblock to be applied around the eyes; a masque that also treats pigmentation; an exfoliating cleanser; and a moisturizer/sunblock. One thing that isn’t changing is that service will drive retail. Sothys’ C line products are designed to follow up on an in-spa facial, and one aim of Repêchage’s Facial Bar is to introduce spa guests to the company’s athome regimens. “When you’re doing facials at the Facial Bar, it’s easy to get your service/retail ratio to 50/50,” says Shiri Sarfati. Estheticians can be trained to say, “This quick treatment will give you results, and here’s the cleanser, toner and moisturizer to continue seeing those results.” technician role and training As the level of care expands and rises, so must the quality of the staﬀ, say observers. When they’re thinking “value,” consumers will gravitate toward spas that provide outstanding expertise, especially since they’re educating themselves by reading and surﬁng the internet. “When things are good, a lot of service providers can get by,” says Wurwand. “When times tighten up economically, people go to the providers with the highest level of skills.” Samyeh suggests that the perfect professional has a natural talent for touch and is trained in cutting-edge skills and knowledge. “You can oﬀer something useful and targeted like an acne class or a session in menopausal skin care, and the esthetician can give all of the proper information,” she says. “But if that technician doesn’t have the sense of touch to make the guest feel good, and if she does not connect well, you won’t have the balance for success.” The delivery of training will continue to take new routes, with manufacturers oﬀering more web-based, long-distance education. Product companies’ online programs also oﬀer technicians the opportunity to experience instruction from trainers in other parts of the world. “There will always be a need for traditional hands-on training,” says Wurwand. “But for the future, we’re focusing more heavily on podcasts and webinars. Subjects like anatomy, physiology, product knowledge, marketing, promotion, merchandising—all of that can be taught online. We do have podcasts of techniques, but we don’t see that as replacing hands-on teachers. However, all of our testing now includes an online component.” R 26 renewprofessional.com nov/dec 2008 http://www.renewprofessional.com

Table of Contents Feed for the Digital Edition of Renew Magazine - November/December 2008

Renew Magazine - November/December 2008 Contents Editor's Letter Renew Mind/Face/Body/Spirit Reflect Role Models Editor's Pick Great Expectations Top 10 Buzz-Worthy Ingredients In the Room Solutions Inside Ingredients

Renew Magazine - November/December 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.