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  • SKINtuition: 6 Ways to Stand Out in the Age of Impatience

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    Looking back, industry trends in 2015 heralded some fascinating consumer behavior. Clients took advantage of new booking apps that deliver an at-home massage within one hour, but then endured long and multiple color appointments to accomplish that perfect ombre fade. Who would have expected #multimasking to have a major moment on Instagram, or that lash extensions would creep north and we’d be microblading in bushier brows? We tried to be more mindful, especially as we consumed copious amounts of kale. I’d love to know who the PR team is behind kale because they deserve an award for 2015’s most popular cabbage. Consumer trends can be overwhelming, but they are worth extra attention. The trick is to decipher what’s going to stick, what’s a fad and what is just plain bonkers.

    One trend that seems to be here to stay is the need for instant gratific­ation. Thanks to our hyper-connectivity and a tolerance for waiting that has dropped to zero, restless impatience is driving industry trends and will impact your business in 2016.

    This “Amazon-ification” level of expectation has surpassed virtual reality and seeped into every corner of our lives. Waiting 48 hours for an online order seems like an eternity, so same-day delivery is becoming the norm. Smartphone apps not only eliminate waiting for a cab, but human interaction: apps can bypass flirting by suggesting a date and securing a table at the toughest reservation in town. Teenagers don’t watch TV; they stream their favorite shows and movies on their tablet or laptop in seconds.

    Experts caution that all this instant gratification comes at a price; it’s made us terribly impatient. The new anxiety, wasting a single moment not getting exactly what you want. A study from the University of Massassa­chusettes Amherst says we now abandon videos if they take longer than two seconds to load. Today’s consumer is so restless that we’d rather be literally shocked than have nothing to do. University of Virginia scientists found that participants preferred to administer electric shocks to themselves rather than being left alone with their own thoughts for 6 to 15 minutes. We literally crave stimulation!

    If you are still operating your business like you did even two years ago, you need to “think quicker.” Here are six to-dos to help satisfy restless, impatient clients.

    1. Mobile Booking
    Make appointment booking painless by providing a quick online or even better mobile app option.

    2. Improve Software
    Ensure that check-in and check-out is efficient. Invest in computerized software that keeps client information on file for fewer lines and faster service.

    3. Develop Micro Services
    Consider offering “no appointment necessary” for micro services under 30 minutes.

    4. Engage During Waits
    Identify ways to engage clients while they wait. Can they give themselves a mini treatment at your product pool or skin bar, or make their own bath salts at your salt bar? Perhaps they get a “texters thumb” massage while watching video tutorials on how to treat their delicate eye area. Get creative!

    5. Text Confirmation
    Confirm appointments via text or a messaging app. Don’t leave a voicemail asking for a call back to confirm the appointment.

    6. Make Products Pronto
    Ensure that you have comprehensive client profiles set up in your system so you can quickly deliver or mail that emergency travel product or cleanser when they run out. Even better, track their purchases and anticipate what products they need replenished. The client who drives, parks and comes in for a single product is diminishing, but this kind of forward-thinking customer service can help grow your clientele and your retail business.

    This article was originally published in SkinInc.com.

  • #TopicsonTrend with Annet King

    annet croppedKeep an ear to the ground with an eye toward the future—that’s my motto. We live in a world in constant motion; goods, capital and labor are traveling globally at a faster pace than ever and moving in novel patterns. Not to mention that pop culture and consumer trends are quite fascinating to me. So I took the liberty of researching trends like multi-masquingmanscaping, cannabusiness, sound therapy, fast shopping vs. slow shopping, even 3D bioprinting of skin (I can go all day with this!) to understand how they can affect the future of our business.

    In order to successfully navigate the ever-changing world of consumer perceptions, it helps to understand the landscape. If you don’t know where you stand, it’s difficult to get to where you want to be. Technology has rapidly changed how we behave, shop and interact FOREVER yet many skin centers, salons and spas continue to operate in the same manner.

    To stay relevant, profitable and successful we have to continuously adapt our business around the needs, wants and desires of the consumer. We need to think differently and act fast to seize every opportunity to attract new clients, increase services, boost retail revenues and secure loyalty. It’s time to open your eyes, act fast and make sure you don’t get left behind!

    Get started by watching my webinar #TopicsonTrend, courtesy of American Spa, to discover the most important trends that impact our industry and what you can do to ensure your business stays relevant.

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  • Join the Multi-Masking Movement

    Charmaine CooperThere are many trends that have helped to shape the canvas of the skin care and cosmetics industry; many of which reflect the way consumers have evolved over the generations in their perception of skin care. But no one can argue that the generation of consumers today depict the most education-hungry and -accessible consumers of our time.

    One trend that we find taking quite a lead among consumers now is “multi-masking”. But is this really a trend or more of a movement? In the past, the landscape of skin care masques have always been mysterious to consumers. Until now. Consumers have moved from the lack of comprehension of masks to a clearer understanding.

    multi mask imageThis could not have been achieved without the support of professional skin therapists worldwide. For years, skin therapists have understood that one size never fits all! In fact, there are no two skins alike. Skin conditions constantly change. And with these constant changes that the average person goes through, as a result of the weather, diet, hormones, lifestyle choices and stress, multi-masking just makes sense. Masking still is, today, the quickest way to achieve visible results in the skin’s tone, oil presence, hydration/radiance levels and inflammatory levels.

    Often at times, all of these concerns can show up at once! And if one size does not fit all, multi-masking can support in a brilliant way. Any of these concerns can be addressed in just 7-10 minutes with masks – day or night, just a few times a week. The key to making the most of multi-masking is to not combine the ingredients in one area or zone – but to multi-mask the face zone by zone as the conditions dictate.

    Here are some recommendations you can give to your clients:

    For oily skin, recommend a clay based mask to absorb excess oil. This is a concern, commonly found in the T-zone of the face. Oil balancing ingredients include Activated Charcoal, as well as Bentonite and Kaolin clays.

    For dehydrated, dull or sensitive skin, a hydrating and calming mask will calm and lock in moisture levels. These concerns can be prevalent in the cheek areas, and may sometimes involve the neck and chest. Look for ingredients such as Cross-linked Hyaluronic Acid, Aloe Vera, Chamomile and Avena Sativa (Oat) that are extremely beneficial for optimal moisturization and turn down redness levels.

    For lackluster, hyperpigmented or dull skin, vitamins are a must. This is a common concern in the chest, possibly cheeks and forehead area. Vitamin A, C and E along with key amino acids help to recover the skin’s health and vitality, revealing a brighter and more radiant skin.

    Having a comprehensive understanding of these common issues and simple approach with multi-masking will position you as the go-to skin therapist to remedy many concerns at once. Because great skin always begins with great education.

    So, go ahead and tell your clients to join the multi-masking movement. It’s well overdue!