I joined Gordon Miller, its CEO BeautyCast Networkin his own podcast Social Beauty Makers for an insightful discussion about skin care, service and more.
It’s no surprise that the skin care industry is exploding in the United States, thanks to this increasing consumer awareness, developments in product formulations and the rise of e-commerce. Now more than ever, men and women are interested in taking care of their skin, looking for anti-aging formulas and being well informed. But let’s be clear: While social media trends and the younger generation’s interest in skincare are exciting, it’s important to remember that skincare isn’t just a passing fad — it’s a timeless, meaningful practice.
In the 70s, the prevailing sentiment was: “No one cares about skin care – everyone cares about makeup and hair.” Then came the late 70s, when nails took the spotlight, followed by the hair color craze. But I firmly believe that skin care has been an essential part of human history for centuries. Consider Cleopatra, who famously bathed in goat’s milk. By the time she submerged herself, she’d probably turned sour, giving her one of the earliest forms of exfoliation—thanks to lactic acid. Her legendary, glowing skin speaks of the timeless power of effective care. Whether we have inflation, recession or depression, I’m a firm believer that skin care is ‘proof of everything’.
As the skincare spotlight continues to grow, we as professionals need to go beyond simply providing treatments and product recommendations. We must deliver exceptional service, ensuring that every customer truly feels valued, understood and cared for.
That’s why I had the pleasure of meeting my dear friend Gordon Miller, its CEO BeautyCast Networkon his podcast Social Beauty Makers. Our discussion on the importance of service in skincare was so enriching that I wanted to share 10 key takeaways with you. I hope these insights help you improve your own practice.
1. Good service never goes out of style
As an esthetician who came to the US as a refugee from Poland in 1970, I built a great business, success and life. Why? It wasn’t handed to me on a platter, but I was persistent. I worked hard — and I always looked good. That’s why, as an aesthetician, it’s essential to look the part. Get up, get dressed, show up and show up with a smile. If you apply these simple rules to life, you can achieve anything you choose to do.
2. First impressions are everything
Did you know that the average person forms an impression of you in just seven seconds? It’s a powerful reminder of how important first impressions are. I always recommend noticing the nuances of luxury experiences—whether it’s the helpful staff at a high-end department store or the impeccable service at a five-star resort. Pay close attention to their communication style, body language and overall presentation.
For beauticians, the art of combining technique with exceptional service is essential. Take some time to assess the treatment rooms, the condition of your person’s bed, and even the presentation of your guest’s bathroom. These seemingly small details greatly impact the overall experience and set the stage for a memorable, professional interaction.
3. It’s all about the details
In my book, Success in your handsI’m talking about “delightful details”—those little touches that can elevate your customer’s experience. It’s about carefully offering options like a cup of tea, listening to their preferences and letting them decide whether they want music or a quiet space to meditate.
4. Extras are Paramount
During our conversation, Gordon shared his appreciation for unexpected touches like a hand or neck massage, and I couldn’t agree more. These thoughtful gestures greatly enhance the customer experience. And remember, conveying these moments with a genuine smile makes all the difference.
5. Trust your expertise
One of the questions I always like to ask myself and others ask themselves is, “How do you show you’re an expert without telling customers anything?” Think about it for a moment. It’s about your overall presentation, your demeanor and the quality of your consultation. Every treatment and service should begin with a thorough consultation.
6. Always offer recommendations
Playing with #5, it’s important to give your client a recommendation, but more importantly, to explain Why. Remember that everyone wants a routine, so finding the best method for their skin and schedule is also essential. A recommendation will set you apart from other estheticians and skin care professionals.
7. Consider customer retention
You want your customer to leave the real WOW factor every time. That way, you know they’ll go and tell five of their closest friends about their amazing experience. Thoughtful touches like handwritten thank you notes and other personalized gestures can significantly build loyal customers and referrals.
8. Treat your staff well
The Ritz-Carlton has a great motto. They say, “Treat your employees as you would treat your guests.” Embracing this ethos of compassion and care means setting clear standards for how everyone should behave, function and present themselves. You have to create your own culture. If you visit our office and factory, there is culture. People smile. We have cookies, coffee and tea. We make everyone feel welcome.
9. Be authentic
I made a joke in our conversation about life, not Las Vegas because you can’t “fake it till you make it”. To succeed, you must live fully, connecting your mind, heart, instincts and passion. If there’s one piece of advice I can give, it’s this: When you approach your work with genuine love and care, it won’t feel like hard work. Instead, it will be a rewarding journey where effort and joy blend seamlessly.
10. The Importance of Business Planning
Stay tuned till the end this episode for an exclusive preview of my insights into successful business planning – a critical component to long-term success. Gordon and I will dive deeper into this topic in a future podcast, but you won’t want to miss this sneak peek!
hope our conversation leaves you feeling inspired and equipped to take your skincare business to the next level, helping you put your best face forward every step of the way.
