News

  • Get Sun Smart

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    Like many people, childhood holidays were always spent on the beach, where young tender skin was exposed to the elements sun up to sun down. Mum’s beach bag contained the ‘Sun Oil’ and her first-aid bag the calamine lotion. If only we had known then what we know now about the dangers of the sun.

    Believe it or not, there are many people that are still uninformed about the importance of sun protection. Here are some common questions (or excuses) that we often hear from clients with ways to explain or debunk myths about sun safety.

    Q: The sun will dry up my spots.
    A: FALSE
    As you unwind on the beach and relax, stress hormones will begin to level out and eventually dwindle. As acne is exacerbated by stress, it makes sense that as we relax, acne may improve. You may be in and out of salt water and chlorine, which can also dry up spots. Overall it may seem that acne breakouts have cleared…wrong! The heat and often clogging sunscreens will cause oil to speed up production and skin to be in overdrive, leaving you with the same issues. There are plenty of SPF options for oily or acneic skins that will not clog but rather keep skin hydrated, while prevent more serious UV damage. Seek relaxation but avoid the sun!

    Q: I only need sunscreen when it’s sunny.
    A: FALSE
    UVA rays are the longest rays in the spectrum and penetrate to the deeper layers of the skin all year round, including winter months. UVA rays cause damage at a cellular level, making them responsible for most skin cancers and the main cause of visible aging in the form of wrinkles, sagging and sun spots. Other signs of damage are small blood vessels and spider veins on the face, neck and chest. UVA also goes through glass including most car windows and is present on cloudy days as well as sunny days. Protecting daily with a Broad Spectrum (filters both UVA and UVB) sunscreen should be included in everyone’s skin care regime.

    Q: How much sunscreen do you need for a face and neck application?
    A: FULL TEASPOON
    A full teaspoon for face and neck is a good rough guide—though it’s better to be more generous than to skimp. More importantly, to ensure an SPF is doing its job it needs to be applied 30 minutes prior to sun exposure, so don’t wait until you are on the beach before applying. Remember you need to re-apply regularly, especially if swimming, sweating or if removing with a towel, think about when eating drinking and wiping your mouth.

    Q: The SPF in my makeup protects my skin.
    A: FALSE
    The problem with relying on the SPF in your makeup is that you’re just not getting enough of it. You should wear at least an SPF of 15, but an SPF of 30 is ideal and topped up every 2 hours. The easiest solution is to use a moisturiser or primer (or both!) that also contain sunscreen. It’s fine to have sunscreen in your makeup, but consider it an added bonus, not your main safeguard.

    Q: Two layers of SPF15 make an SPF30. 
    A: FALSE 
    Adding another layer on top of an existing layer of sunscreen does not double the sun protection factor. Two layers of an SPF 15 sunscreen remains an SPF 15 and does not become an SPF 30. Re-apply every 2 hours if outside in summer months or on holiday in the sun.

  • Product Solutions: 3 Ways to Deep Clean the Skin

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    Pore refining! Blemish free! Blackhead busting! All you have to do these days is flick through the latest copy of your favorite magazine or switch on the TV to see images of people with happy faces and flawless skin, usually accompanied with claims for products or ingredients that promise to deliver that clear skin we all strive for.

    In fact, breakouts and blackhead concerns follow very closely on the tail of our top contender, aging skin! And it’s no wonder because every one of us will experience unwanted blemishes at some point in our lives. I can bet that many of us even have a fail proof home remedy, like the humble toothpaste for example, which some believe can banish a spot overnight!

    Whatever the chosen method, for us as professional skin therapists there are varied options that enable us to graduate into different levels of ‘deep cleansing’, which we can recommend to our clients depending on their skin needs.

    Deep clean with Cleansers: Remove surface debris

    To fully reap the rewards of a consistent skincare routine we need to ensure that we start out with the most important step of all, a thorough cleanse. The ‘often underestimated’ cleanse can either make or break the remaining steps of any skin care routine or professional treatment. Many of our clients are under the impression that a cleansing wipe is all it takes to wipe away the grime that collects on the skin throughout the day, but unfortunately this is not enough to remove hard wearing makeup, SPF and dirt. To ensure a deep and effective cleanse we advise to do a ‘double cleanse’. 

    Using an oil based cleanser for the first cleanse is a bit like using a magnet to attract excess oils and debris from the skin. It is brilliant for lifting that initial film of impurities and preventing potential breakouts that can occur through poor cleansing habits. However, there is the small minority of clients who won’t be swayed to use any kind of oil on their skin especially if oiliness is their key concern. In this instance it is best to opt for a clay based cleanser containing a hint of Menthol, which will absorb excess oil and act as an astringent, leaving the skin matte and refined—an oil-phobe’s dream!

    To enhance the cleansing step there are additional tools we can use such as a soft bristle brush which will further assist with removing oils and debris, turning an ordinary cleanse into power cleanse.

    Deep clean with Exfoliants: Renew and refine 

    As we already know, our skin naturally renews and sheds itself every 28 days or so. However, for various reasons this process can sometimes become a bit sluggish and needs some intervention… enter exfoliation. We know that exfoliation smooths and brightens the surface of the skin by removing dead and dulling skin cells but it also helps to clear out excess oil in the follicles, the combination of these two elements are the usual suspects in the formation of the dreaded ‘spot’. There are different types of exfoliants we can choose from such as a scrub, which make use of ingredients like Corn Cob Meal to gently polish the skin. Other types are hydroxy acids and enzymes, which include ingredients such as the lipid loving Salicylic Acid that actively clears out any impactions and provides anti-inflammatory properties to help reduce obvious redness and irritation. Whatever your client’s skin concern, this is that key step that can bring about dramatic and instant change to the skin, especially when it comes to keeping unsightly breakouts at bay.

    Deep clean with Masques: Detox and purify 

    The possibilities are endless when it comes to treating the skin with a masque. Yet this is often the step of a home care routine that is neglected, so we need to ensure that we are communicating the benefits of masquing to our clients. Introducing a masque into the routine is the best way of getting highly active ingredients into the skin in a matter of minutes, and the good news is that we can use more than one in order to address a number of skin concerns often found in different areas of the face at the same time. A great option for purifying and detoxifying is a current trending ingredient, Activated Charcoal, which is great for pulling impurities out the skin leaving a smooth and more lively looking complexion.

    When we hear the term ‘deep cleanse’ we tend to think only of oily or congested skin as the perfect candidate, when in actual fact all skins can benefit from a good clear out. With Spring around the corner many people will be planning on de-cluttering their homes and living spaces, so what better time than now to do the same with our clients’ skin. Bring it back to basics to achieve a fresh and luminous looking skin this Spring.

  • Lip Locked: 5 Moisture Tips for the Perfect Pout

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    Lips enable us to kiss the people we love, put the ‘P’ into pooch and make funny fish faces when we are bored. But do we ever stop to think about the difference between our lips and the rest of our skin? And do our lips deserve special treatment?

    Although the lips have a dermis and epidermis like the rest of the body, the uppermost layer called the Stratum Corneum is much thinner than anywhere else on your body. Your lips also don’t have any sebaceous glands, which assist in keeping the skin soft and protected. Their only source of moisture is your saliva, and that’s why they can easily become dry and chapped. Another difference between your lips and the rest of your skin is that your lips don’t have any melanin, the pigment that darkens when you’re exposed to the sun. Melanin is your body’s natural way of protecting your skin from ultraviolet rays, and because your lips don’t have any, they’re at a higher risk of getting sunburned.

    So it’s pretty clear that our poor old lips need some assistance in order to stay hydrated, plumped and free from cracks. Enter lip balms!

    A basic lip balm is usually formulated using a barrier ingredient like petrolatum or beeswax with the addition of perhaps a humectant and something that smells and tastes nice. Sounds fine, but a humectant’s job is to attract water—so if there is no water in the product, guess where the water is drawn from. Yes, you! And fragrance may make you imagine you are biting into a fat juicy strawberry but actually can cause dryness and irritation of itself.

    So what can you do to keep those lips luscious?

    1. If you lick your lips, STOP! Although it can be a difficult habit to break, licking your lips can contribute significantly to dry, cracked skin. The saliva evaporates quickly, taking with it any moisture that was already on your lips and leaving them even drier, especially in winter air.

    2. If winter weather has left your home cool and dry, consider using a humidifier to increase the level of moisture in the air around you. This can be especially helpful if you run it overnight in your bedroom while you sleep.

    3. Exfoliate lips gently with a rice bran exfoliant and follow with a hydrating masque to combat roughness and cracking.

    4. Apply a protective treatment balm before leaving the house with shea butter to enhance the barrier, oats and lavender to soothe irritation and an anti-ozonate complex to guard against environmental aggressors.

    5. Before closing your eyes at night slather on a renewing lip complex to provide ultimate conditioning while minimizing fine dry lines around the lip line. Sophisticated peptides are a must here as they will condition the skin while stimulating collagen formation.

    Get started now with these simple pick-me-up lip tips for the perfect, kissable pout.

  • January and Jelly Beans: How Organizing Will Help You Meet Your Goals

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    One of my highlights in January is buying a new planner and diary for the year ahead. I love the sense of new beginnings that it gives me. Re-organize, re-group and re-focus – that is my January motto.

    While many may balk at the prospect of reworking tasks or plans, reorganizing can be incredibly motivating and can set the tone for a productive and rewarding year.

    Have you given your year ahead any thought yet? Do you have ambitious plans to drive your dreams forward?

    What a great start to the year for those of you that have been decisive!

    If not, don’t panic, you are not alone and there is still time to get onto it. I have had many a conversation with those who feel they are just too busy for all that sensible sorting out nonsense. Or you may be someone who has just become wrapped up in your daily process and simply not stopped to consider the possibilities in a new year.

    Even if you are anti-New Year’s Resolutions, resolve to dedicate a couple of hours to a little reorganizing and you might surprise yourself with all that can be achieved through a little task tackling.

    I highly recommend an administrative spring clean as a starting point. By dealing with all that tedious paperwork, writing up important diary dates and mapping out your intentions for the year, you will make great strides towards making your ambitions realities, along with having more time to do the stuff you really want to do. I would add that tediousness always needs to be balanced with pleasure…that would be a welcome little bag of Jelly Beans in my case! I am sure you will have your own favorites to support you through the somewhat mundane chores, but I guarantee you will be invigorated by the process in the end (not just high on sugar!).

    I usually find that by consciously and actively reorganizing myself I almost can’t help regrouping. Could I fit in more time with so and so? Do I want to keep up with this particular commitment? Am I still happy participating in or contributing to this activity? And so forth…

    When I was about 24, this exact process made me realize how much I wanted to travel and explore life abroad. I set in motion a plan that took four months to come to fruition and I moved from sleepy Durban, South Africa to busy, buzzing London, in the United Kingdom. A big dream had become a reality by simply getting organized.

    Working in Britain also made me realize that I wanted so much more from my skin care career and that has led to a fantastically enriched 18 years with The International Dermal Institute teaching all over the world. I am grateful every day for making the bold move to leave a stable job of 5 years to pursue travel dreams.

    Making a little time to reorganize, will give you opportunity to regroup, and inevitably re-focus. It may be just what you need to fire up your career, make those desirable life changes or simply make more of your current situation.

    January is the month where the New Year’s Resolutionists battle it out with the Cynics and Complacents. Some would say resolutions are a waste of time, as most rarely last beyond January. Yet, I would say that making them and keeping them depends largely on how important those resolutions are to you and your future.

  • 6 Stress Relieving Techniques to Beat the Holiday Hustle

    Angela TaylorWhat does the holiday season mean to you? Time with family, the magic sparkle in a child’s face, indulging in too much food, giving to those you love, an opportunity to help others or just having time off… Unfortunately, although the festive season is often associated with joy, it can also be a stressful, lonely or sad time for many people. For those affected by depression or grief it can actually be the worst time of year!

    With the extra demands of the holiday season parties, shopping, baking, cleaning and entertaining to name just a few, it could be the tipping point that sends you into a stressed state. In our industry we are very well positioned to help our clients cope with the extra stress life may bring at this time.

    Here are my 6 top tips to help your clients avoid the stress overload during the holiday season:

    1. Schedule some “me” time. This may be in the form of an express treatment as clients are more time-constrained at this time of year. Be sure to create a place for them to escape during their treatment, where they can focus only on themselves for that moment. Also recommend taking a walk, reading a book or listening to some music—just simply taking a moment to distance oneself from the holiday mania will do wonders.

    2. Stop and breathe! Scientific studies have shown that controlling your breath can help manage stress-related conditions. Breath control is also used in practices such as yoga, tai chi and some forms of meditation. Many people use their breathing to help promote relaxation and reduce stress. Shallow breathing limits the diaphragm’s range of motion and the lowest part of the lungs don’t get a full share of oxygenated air, this can lead to feeling short of breath and anxious.

    holiday ornamentDeep abdominal breathing encourages full oxygen exchange. To make this even more effective we can combine with the inhalation of essential oils. These can directly stimulate the limbic lobe, also known as the “emotional brain” and is directly connected to those parts of the brain that control heart rate, blood pressure, breathing, memory, stress levels, and hormone balance. Essential oils like Lavender, Geranium and Sandalwood are great for quieting the mind and soothing. So make time to diffuse essential oils that will encourage your clients to relax and take a moment to breathe!

    3. Turn to the healing power of touch. We are so privileged to have the permission to touch our clients through the treatments that we do, for many this may have been the only human touch they’ve had for some time! Serotonin regulates behavior allowing us to do the appropriate thing at the appropriate time. It also impacts emotions and subdues irritability. Low serotonin levels have been linked to sleep/wake cycle disturbances, depression, pain disorders and behavior problems, such as obsessive-compulsive disorder. Massage increases the availability of serotonin in the brain; oxytocin is also increased, which affects feelings of attachment and care-taking. Studies show that empathy for others is also increased.

    4. Practice mindfulness. Life means often we are guilty of having our mind completely full and therefore we can’t truly appreciate every moment. How many of you look at your tablet or smartphone first thing in the morning and last thing at night? Sometimes we need to switch off technology and take in those little moments and appreciate the details around us. Mindfulness is the current buzz word but it is a proven technique used to help depression, anxiety and stress, but it takes practice. So start with just pausing for a moment and really seeing the detail of what you do or appreciate the moment you are in.

    5. Connection with your surroundings. Connect fully with right now, when we practice this we pull ourselves out of the past or the future and bring ourselves back to the present. But connection is not only about connecting with ourselves, it’s about community, and our skin centers are a meeting point for a community, a place to feel connected and this may become even more important at this time of year.

    6. Get up and exercise. Research shows that physical activity can boost self-esteem, mood, sleep quality and energy, as well as reducing your risk of stress, depression, even dementia and Alzheimer’s disease. It doesn’t have to be hours of activity, 20 minutes can be enough if done regularly. So avoid sitting on the sofa watching all those Christmas movies, get moving you will feel better for it!

    Stress is part of life but remembering that at this time of year the most precious gift is time with loved ones. And as professionals, we too must practice what we preach—our clients look to us to help relieve their stresses—and if we’re not calm nor present, their treatment can be given in vain. So let’s not waste it by letting stress become the main focus, take action and enjoy the moment.

  • Climate Control: Adapting the Skin to Global Seasons

    Maria ThorburnMost people love the idea of hopping on a plane and jetting off to explore a faraway land. There’s nothing quite like travel to invigorate the senses with new sights and smells, to taste exotic foods and experience a different culture…but often with another country, comes another climate and in turn a very different skin than the one you’re familiar with.

    I am very fortunate to have a job that sees me travel much of the year, and when I’m not travelling for work I’m travelling for my own enjoyment. So I know only too well that when I climb on board an airplane I can expect my skin to go from smooth and dewy to dull and dehydrated, and that’s before we’ve even hit the runway!

    With the year drawing to a close and the holidays on the horizon, many of our clients will have plans to go away for some well-deserved R&R. Whether it’s a trip to a warmer climate in search of some sun, sea and sand, or perhaps to a winter wonderland with snow-capped mountains and log fires—your client’s skin health will most likely be challenged by the change in climate.

    As skin therapists we need to be mindful of these subtle changes so that we can make the necessary adjustments to their skin care routine.

    Handling the Heat

    hawaii coupleIf there is one piece of advice you can give your client it would be to never go without SPF! The allure of the sun on their shoulders and toes in the sand might be too much to resist; but remember that the sun is a primary cause of aging and pigmentation, and in this instance prevention is better than cure. Be sure that they protect their skin with a broad spectrum sunscreen of SPF30, or SPF50 for even greater protection. And if you suspect they will succumb to splashing about in the pool or sea be sure to advise them of the importance of reapplying the SPF regularly and liberally to avoid sunburn and severe damage to their skin.

    Some of your clients may also find that their skin becomes shiny and produces more oil than usual or perhaps they become more prone to breakouts, this can happen in a hot and humid environment where the sebaceous glands are stimulated to produce excess sebum. In this case you need to arm them with a mattifying serum with ingredients like Sarcosine and Niacinamide to suppress excess oil production, teamed with a good spot treatment containing Colloidal Silver and Tea Tree, which together, provide anti-bacterial properties to soothe away inflammation and speed up the healing process.

    These key products will help your clients get through a summer holiday looking more sleek and less ‘slick’.

    A Cooler Climate

    frosty lashesFor those seeking out some snow for the holidays, or perhaps live in a cooler climate, will find that the cold weather can be most unkind to the skin and zap every last bit of moisture from it. And when it’s cold there’s only one thing to do…crank up the heating! This alone brings a whole host of additional skin concerns for us to battle against.

    Cold weather can potentially do more damage to the skin than heat. It can deplete essential lipids from the skin’s barrier, which in turn leads to water loss and dehydration leaving the skin parched and flaky. Recommend that your client use a thick emollient moisturizer and barrier cream that contain ingredients like Evening Primrose Oil or Shea Butter to help replenish and protect.

    Another structure of the skin that takes a beating are the delicate capillaries that constantly expand and contract due to a combination of hot and cold temperatures as we move from outdoors to indoors—this is what causes those trademark red cheeks and nose. This ongoing action in the skin can lead to capillary damage, but by using a hydrating soothing serum that contains Red Raspberry and Honey, we can reduce inflammation and strengthen capillaries making them more resilient in extreme weather conditions.

    Adapting To the Seasons

    So whether it’s travel or the inevitable change in seasons, it will more than likely leave its mark on the skin. Our key objective is to ensure that our clients’ skin is equipped to make a smooth transition and adapt to the change. By listening to our client’s skin needs and observing visual changes through skin analysis, we can adjust their regimen to better manage the way in which their skin responds to environmental changes and the elements. Whatever the weather, we can rest assured that our clients will have healthy and happy skin throughout the year!

  • 4 Tips to Maximize the Benefits of Retinoids

    The press is full of the virtues of using retinoids. And rightly so. The scientific data definitely validates them as probably the defining ingredient option of the decade for aging skin concerns. If your clients are using retinoid-based products prescribed by their dermatologist, or recommended by you as a professional skin therapist, it is worth sharing these important tips with them to yield the best results that retinoids can deliver.

    1. Use your retinoid product at night

    Unfortunately Vitamin A ingredients, such as Retinol, are not photo-stable. This means they degrade, or break down, in the presence of ultraviolet light. Not only can this reduce the benefit they will have on your skin, but can increase the free radical load, making skin more sensitive and reactive. So it’s essential to apply after dark and allow the retinoid to work its magic while you sleep.

    2. Introduce the retinoid gradually

    As we age retinoid receptors decline in the skin. But this can be remedied by using the dilutions recommended and building your skin’s tolerance. By applying gradually, you can build up the receptors and you will feel less ‘bite’ or sensitivity as you progress. Applying too much retinoid too quickly risks a dermatitis response that will leave skin very irritated. Use an accompanying buffer cream or your moisturizer to provide a dilution medium.

    3. Moisturize well

    It is not uncommon for skin to experience tightness, dryness or become flaky with retinoid use. The increased rate of skin renewal and desquamation initially causes the Stratum Corneum to thin, although this condition will improve over several weeks. The implications of this are increased dehydration and sensitivity that can make you quite uncomfortable in your own skin. Using a slightly heavier weight moisturizer will compensate for this water loss and ease discomfort, seek your professional skin therapist for a proper prescription.

    4. Always use SPF daily

    While there is a degree of debate on the specific mechanisms of increased photosensitivity with retinoid use, the skin will definitely be more vulnerable to ultraviolet exposure. Don’t worry about the debate, be safe and apply a minimum SPF30 daily and preferably an SPF50. Stop your retinoid at least two weeks before venturing on a sunshine holiday or you will burn faster and be at greater risk of hyperpigmentation issues.

    Taking sensible precautions will ensure you get the best out of your product and maintain your skin health, all while achieving fantastic results.

     

    Related blog posts:

    Is Microencapsulated Retinol Better Than Ordinary Retinol?

    Dr. Diana on the Benefits of Retinol

  • Look Good, Feel Better

    The International Dermal Institute (IDI) & Dermalogica UK have formed an exciting partnership with Look Good Feel Better (LGFB), a cancer support charity, who provide practical support for women struggling with the side effects of cancer treatment. LGFB held their first UK workshop in 1994 and has to date provided support to more than 114,500 patients. The workshops and master classes take place across the UK where volunteers share their tips and techniques in skin care and makeup application. Their aim is to improve the self-image and appearance of patients through free group and self-help workshops that provide practical support while helping to create confidence and a sense of well-being. LGFB is the only charity that focuses on the problems associated with the visible side effects of cancer treatment and addresses how hard loss of hair, eyebrows, eyelashes and other skin related issues can be to cope with.

    Due to the high demand of the services LGFB provides within hospitals, they have devised master classes that take place outside of the hospital environment and are designed to reach those in more isolated parts of the country. IDI is pleased to be able to provide suitable learning spaces, equipment and enthusiastic staff on hand to assist.

    On 18th February, we hosted our first LGFB master class at our head office in Surrey! Working with staff members from the charity and a trained volunteer, we helped provide the eight women in attendance a skincare and make-up application lesson, which educated them on effective product choices and utilization. Our very own Lesley Corridan, Education Training Manager, first guided the group through tips on cleansing and toning for sensitive skin, followed by some great advice on hydration and the all-important SPF. With lots of great questions and plenty of fun, the group then threw open their makeup bags with reckless abandon and revealed their favorite must have items. The volunteers lent a hand as the women were guided through a simple makeup routine, applying brows where there may not be any and even how to apply fake lashes.

    With almost everyone having been touched by cancer in one form or another, we are thrilled to be able to partner with LGFB and put our skin care skills to another incredibly beneficial use and look forward to an exciting future together.

    “Look Good Feel Better (LGFB) is delighted to be working with Dermalogica and to launch our new relationship we held one of our confidence-boosting Master classes at the stunning Leatherhead offices. As the LGFB and Dermalogica volunteer team found out, our sessions are informative, involving and great fun and everyone leaves looking and feeling uplifted, with renewed confidence and a definite spring in their step. We have firm plans for a long and successful partnership with Dermalogica and thank everyone involved for their commitment and support” – Sarahjane Robertson, Executive Director

  • A Warm Exchange: Greek Skin Therapists Learn Business Tips from IDI

    We love to host visitors from around the world in our Leatherhead, United Kingdom location. This is always a favorite part of our role as many visitors may have never been to the UK or even traveled outside of their own country.

    From June 16-17, we hosted a fantastic two day training event for a group of skin therapists from Greece. Their trip began with visiting London over the weekend where they wandered around the top sightseeing spots at their leisure.

    On Monday morning, they arrived excited and ready to begin the days meeting. Our International team inspired them with the IDI seminar “Solar Damage and Protection,” a topic that’s extremely relevant for the sunny Greek market! They were totally blown away by the information and just loved seeing everything put into practice with a creative demonstration that followed the lecture.

    The following day turned to a business focus to help them cope with the economic crisis – hit especially hard in Greece. Our new business workshop on express treatments was a great hit, they left the workshop extremely motivated and inspired with ideas to take back to their market. Some things they learnt were choosing which express treatments they can implement into their business back home and how to market and promote these treatments effectively, especially when you’re in a business that has lost many service and retail clients due to the economic crisis.

    We also covered the flexibility of offering express treatments – how they can be offered outside of a treatment room or used off site to promote their business. They especially learnt a lot from the demonstration, noticing the key differences between a 20-minute express treatment versus a full 60-minute treatment – they have fixed stages that are flexible according to the client’s key concerns, goals and what should be prioritize in the treatment.

    Their visit came to a close with a very special thank you from our team, by taking them to see and experience an express treatments firsthand at the Dermalogica Bentalls concept store in Kingston upon Thames, Surrey. A perfect way to help cement what they learnt! Next a celebratory lunch on the river was the perfect way to end such a successful and enjoyable visit from such passionate and dedicated skin therapists. We will miss them!

    Here’s some feedback that reflects how important and impactful our education can be.

    “Every time I get back from a seminar I raise the level of my work.” – Lekka Aikaterini

    “As always learnt and gained a lot, lessons had consistency and trainers were perfect.” – Giolanta Agatsidou

  • Is your Business Ready for Mother’s Day?

    Mother’s Day is an opportunity to celebrate and reflect on the importance of the mothers in our lives. It is also an occasion to give thanks to them for being a constant guiding force in our lives and for the support they have shown in helping us achieve our dreams and goals. Not only is this a special day to celebrate anyone who has been a mother to you, but it is also an opportunity to promote your business and to connect with your clients and potential consumers.

    Remember to organize ahead of time with a marketing calendar so you can optimize the opportunities that special events, like Mother’s Day, can bring to your business.

    Many people are unsure what to get their mum’s for the holiday, so why not take away the confusion and make it easy? Bouquets of flowers are a traditional Mother’s Day gift, but bouquets can come in many shapes and sizes. Think of your own products or services as bundles that you can then translate into great Mother’s Day packages of your own.

    Target your existing data base and send out an e-blast and/or text to your clients, as many of them will be looking for ideas. Prepackage gift baskets for Mother’s Day with themed items such as hydrating, anti-aging, reducing stress etc. Remember men purchase a significant portion of Mother’s Day gifts overall, so make it clear to them the gift options they have. This might mean partnering with businesses that have a significant number of male patrons for cross marketing.

    Use social media to connect with your customers as many people will be searching online for ideas. You could engage them with a competition for the best story on how their mother has inspired them, and the gift could be a treatment or product for their mum. A different social media channel to promote is Pinterest (instead of just Twitter or Facebook), as a lot of mums use this site to save their ideas for food, kids, the home and much more. You could also create a “Mother’s Day wish list” of gift ideas to post on your blog, website, or email newsletter.

    Don’t forget to also take the opportunity to bring them back to your business once they have purchased their gift. Ideally, a Mother’s Day gift won’t just represent the sale of products for your business one time, but rather it will result in a new customer coming back to your business. Include a bounce back offer, bag stuffer or special offer along with the customer’s receipt. If you’re offering a service, consider creating a tangible gift that a spouse or child can wrap up to give to their mothers. For example: a free gift with the purchase of a treatment.

    Events are great to link with celebrations like Mother’s Day; you could create a mother and daughter/son event to celebrate. Events create an ideal environment for them to interact over skin lessons, treatments and product.

    Lastly let’s not forget that we can also use Mother’s Day to make a difference and support women around the world who struggle to provide for their children. You could connect with a charity or philanthropic initiative that helps give women support and opportunity to enable them to provide for their families, allowing them to raise their children in a safe and healthy environment. You could also connect with a local organization that supports women and mothers, encouraging people to pay it forward and get involved in sharing with others the opportunities their own mothers have given them.

    Happy Mother’s Day!