Transcript
Speaker: Welcome, beautiful, beautiful human to the Beyond Aesthetics podcast. We are so happy you're here We are your hosts. I am Tiffany Orr. I'm a licensed esthetician and licensed aesthetics instructor. And here is my beautiful co-host. My name is Jessica Peterson, and I'm also a licensed master esthetician.
Speaker: And educator and mentor and coach and on and on. Where do you stop? And skincare rep and educator and all the things.
Speaker: All the things. Exactly. ah welcome. i feel You know what? I'm going to be really honest. I feel a little bit rusty. We haven't recorded in a few weeks. And um so we're just going to, I'm just going to be transparent in that. It's also Monday morning. And Jess and I were just talking for a second before we hopped on. I've had a super packed morning. Jess has a super packed day ahead of her. She's traveling. um And, but we have the most amazing conversation for you today. Yeah. I am so excited. I am traveling. i got here at two o'clock in the morning. slept for night. You did did. just have been traveling so much. Like, I actually have not traveled this much for like nine years since I left my position in Arizona in early 2017. And so, yeah, it's just been chaotic. And so i also have been a little bit sick on and off for the last week. And so I woke up yesterday with having...
Speaker: done nothing to get ready on Saturday. You and I talked Saturday morning and I was like, I have this and this and this and this. I didn't do any of that. i I did maybe a couple of things, but I just wasn't feeling good on Saturday. And so it took me a long time to get ready for this trip. And yeah, yeah got here super late last night. But, you know, I've been really excited about this conversation. And I think like in general, I've just been so into my rep position. i just, you know, with our year end, it really inspired me to...
Speaker: i get closer in my relationships with my spa partners and um have deeper conversations with them, spend more time with them. Like, or I don't know, just this emphasis on my rep position has been really real, as you know. And so getting to be at an event on Thursday night for one of my, it's like an aesthetics and wellness center in Meridian, Idaho.
Speaker: I was really, really inspired. So that's where this conversation comes from. it was also inspiring to be around other reps, you know, and I think that that's just for everybody, you know, especially like if you're a solo esthetician or maybe you're even the only esthetician in your practice, like you're working ah around people in different positions.
Speaker: It's so inspiring to be around other people who do what you do. Yes. You know, and like that is really what Beyond Aesthetics is all about and like what our community is all about. But it's always really good for me to like be in person with especially reps from other companies and just have these kind of different levels of interactions. And so Tiffany knows this. But if you guys listened to our episode, I think that was earlier this year that we had Sarah on the podcast. yeah So Sarah from Boise Beauty Connection, she took a position with Hydrenity recently. i want to say it's been nine months. Don't quote me on that. hi I'm not sure. But getting to be with her in person because she was there representing Hydrenity and I was there representing Eminence. And like that was just amazing. And so I really felt inspired all the way around.
Speaker: you know And it's so good for me to meet clients. yeah It's so good for me to meet clients. Just like when I'm at your events and I get to meet your clients, that is where I learn so much about helping others.
Speaker: other estheticians with retail sales or with their events or having conversations is because i'm like in it with you i was in the treatment room for 13 years but i've been a rep for a long time so i'm not working with clients all the time anymore and so Every time that I get to do that, I have so many takeaways that I want to share. and So that's the conversation that we're going to have today. And I'm really excited about it. And I think a lot of these things are just repeats.
Speaker: ah Yeah. You know, a lot of these things are, but they're that important that we're going to like get into it again. repeats yes and to continue the conversation around these topics is so necessary because I know when we have conversations like this that we've had conversations about in the past I'm reminded of certain things I it takes at me on a deeper level and I know it will for our listener as well and so I think it's so important that yes maybe it's a repeat maybe we've had these conversations before maybe in different contexts or around different um topics and
Speaker: It's so necessary. So I love that. I love that you got to meet Sarah in person. I i feel like I've met Sarah in person, even we've had her on the podcast. I've worked with her through Boise beauty connection for several years.
Speaker: And I'm, I would be surprised to meet her in person, knowing that I haven't actually met her in person. Um, and I think the client aspect for you to takes it on a deeper level and same thing for the aesthetician, like the business aesthetician or the solo aesthetician or whatever aesthetician, when they work with their rep and their clients in the same interaction or an event like that, it takes the understanding to a deeper level too. It takes the level of service to a deeper level. And it just, that's the whole point, right? Is for our own knowledge and understanding to grow and for us to serve the clients deeper. So I love that.
Speaker: Yeah, it was really good. So we have a list to share with you and I'm really excited about it. So I think I'm just gonna start on number one.
Speaker: And this is the very, very, very first thing that I noticed that is so, so, so important when it comes to client perception and success with sales. And so here's what I will also say is that i ended up selling to 80% people that i talked to.
Speaker: mean, I'm not surprised. Of course you did. I think that that was a huge success for me because I don't do that very often, right? Like yeah I don't get to sell to your guys' as clients very often. And so that always just feels really good. And I was reminded of like that high of like, oh my gosh, they're going to go you know, ring this up now and take it home. And I can't wait to see how it goes. And that's so motivating. And it's just so fun to like you people using professional skincare and excited about it, whether they have a lot of product already and they're just like implementing new things or they're like brand new to this whole world. It just is so satisfying. So I want to get that out of the way that like as a whole, I was really successful in my recommendations. And so the first thing that I noticed, so we'll just start with number one, like I said, is merchandising organization
Speaker: matters so much. So the first thing that I did when I got there is I rearranged their shelves. um ah So a couple of things that I noticed is that they have this massive wall of shelves and everything was way too spread out.
Speaker: So when products are way too spread out, it's extremely overwhelming to the client. It makes it feel like there's so much here and I don't understand any of it. So that's the first thing that I wanted to do is actually tighten everything up and make it a lot less overwhelming. There is no need to make it look like you have tons of product. Right. Like you don't need to spread things out to make it seem that way because it's just that much more overwhelming. Another question that they asked me as soon as I got there, because I'm going to help them redo their shelves again, is, oh, we were thinking about just having one of everything on the shelf to make it look cleaner. And I said, absolutely not. So you need at least three three of everything on the shelf because psychologically when somebody is looking at your shelves and you're recommending a product if there's only one left typically for whatever reason we don't want to buy the lone ranger it seems like nobody really wants that product or why is this the only one left and unless you're you know the position that i was in that night i was like we I actually just sold out all of those other i creams that were available. There is actually only one left, but that's not usually the situation that we're in. So usually, and i love to refer back to Nordstrom's
Speaker: saying is stack them high and watch them fly. So the more product that you have on your shelf, the more you're going to sell. If you have shelves full of one product of each thing that you offer and a whole bunch of other products just sitting under a shelf somewhere, you're going to stop moving so much product. So we want three of everything on the shelf and then keep it organized. Like either have your shelves organized by skin type, like hyperpigmentation, anti-aging, um you know, you get the gist or anesthetization, acne, or how I typically do it is I have everything in its own category and then ordered from lightest to richest. That's not just for your brain. It's also for
Speaker: it makes yourself shoppable, right? So anybody who walks in would be able to look at that shelf and sort of be able to piece together where things are at. So if I walk in and I'm your rep and I can't figure out where anything's at, I figure out where anything is at. That's not good because I know this line like my own body.
Speaker: Right. And so if If I walk into your business and I have no idea what's going on, that's not good. Your clients are going to feel even worse than that. They're going to be like not navigatable whatsoever. And the other issue is that when you want your retail shelf set in a way that your team knows that's how your retail shelves are set. So that also anybody in the business can go to the shelves and be able to navigate it and find something relatively easily. So that was the first thing thing that I did. I tightened everything up. The next thing that I did is, you know, they had feature products like we have a couple of new collections. So in spring, we came out with the advanced care collection. And then September, we came out with our vitamin C ultra collection. They were on the bottom.
Speaker: yeah So we want to bring stuff like that up to the top. We want to feature it. We want it to be prime real estate. We really want it to stand out. So I started moving that around. And then the next thing that I did, it was really interesting, but they have, and I love just those kind of one-off face masks or eye masks, but they're in those like packets, right? And so they had this, um i don't even know how to describe it, but it would, it was in like a holder and they would have several of those masks in that holder. And these are non-eminence. These are like random. So they had that. And then other products from other companies or other supplements inter dispersed with eminence. Okay. That was my question. So I did have a question because we know that this spa particular carries eminence, they carry hydrinity. They carry other things too. So when you're building your retail shelves, you've got your retail area, you want to put like with like and
Speaker: how does that work with brands? Like what is your best advice for that? You just, so would you put like say an eminence cleanser and the hydrinity cleanser? Absolutely not. Never, never, never, never. Yeah. So that was kind of the next thing too, is I was paying attention to Sarah to hydrinity and how that was displayed to you. Cause it was a very similar thing. And so I moved all of those random things to their own place. Right. Okay. So we have one skincare line all on its own. We have the supplements all on their own. The random, you know, fun masks and stuff, they're in their own section. And then Hydrenity is on its own shelves in its own section. Because they were all like...
Speaker: And hydrinity and eminence were never, you know, mixed, but those random things in the supplements were like on the same shelves. And I was like, that's not, that doesn't make any sense to the brain. So what you want to pay attention to is pretend like you're the client walking into the business and you look at the shelves.
Speaker: How do you feel? Like pretend like you know nothing. Because the reason why I'm saying that this is so important is because essentially at this event, everybody who came in was required to talk to me and I had to sign their bingo card.
Speaker: Oh, okay. Okay. so what would happen is they would walk over to the shelves and be overwhelmed. Mm-hmm.
Speaker: And 90% of them said, wow, this is so much. I don't even know where to start. I don't even know what to ask. And what I had done is there was a really beautiful um cabinet next to me. And so i already had my top sellers, testers sitting out beautifully displayed. And so i would direct them over to this very concise area that was easier for them to handle.
Speaker: Okay. Now that was just because the products were so spread out that I was like, you know what? they They do carry a lot of product. And at the same time, every time that I could tell that they were overwhelmed or they would just say that, I would just direct them over to my little tester bar that I had going on. And then the engagement and connection was real. Okay.
Speaker: So here's what that also says to me. Testers are way more important than you guys think they are. I did not sell anything, no matter what I said about another product. It didn't matter. If there wasn't a tester, they didn't buy it.
Speaker: Ooh. If they didn't smell it, if they didn't feel it, they didn't buy it, no matter what I said. It didn't matter because I've got a lot of cool shit to say. Yeah. Yes, you do. I have a lot of passion about a lot of these products, but it didn't matter if there wasn't a tester, if they didn't feel it, if they didn't smell it, they didn't buy it.
Speaker: And so in this particular case for this event, did they not have testers for all of the retail products that they carried? Correct. Okay. Okay. Correct. They are using them in the back bar. Okay.
Speaker: Okay. ah Which is Which... Right. mean, you and I know this and we know it happens. We know that accounts or businesses will utilize their tester, what's it called? Credits. for back bar or for other things and not utilize them for display. Yeah. So that's an entirely other conversation, you know, how that works.
Speaker: um Because there are times like any company's tester policy, if if you have a tester already on the shelf, go ahead and use that policy and get your half off and And use it in your treatment room if your tester is good. Right. But if you don't have a tester on your shelf, you're doing yourself a massive disservice because you're doing your clients a massive disservice.
Speaker: People in general are emotional buyers. And so we want, especially as women, we want to have that connection and the smell and the texture and we want to see it and we want it in our hands. And and then it's just instant. Mm-hmm.
Speaker: And you know what's also so interesting about that is that I had to say so much less about those products because once they smelled it and once they felt it, it was all good. So the tester does really a lot of the heavy lifting and heavy work for you. Yeah, when it really does. sell sales Yeah, statistically, it improves your retail sales over 60%.
Speaker: huge It's massive. it sixty percent yeah and you know i think that a lot of people feel like well if we used it in the treatment room you know then that's like good enough and it isn't it's not the same thing so even though you know you might they might be wearing something on their skin that you used in the treatment room they don't have the same connection to it as if it's a tester and so and there's no conversation there's really generally not any conversation in the treatment room versus out near in your retail space where you're like even if you just said oh my gosh try this it smells amazing and left it at that but they get to experience it and like you said energetically connect and physically connect with the product that
Speaker: I mean, that yeah. Yeah. Yeah. So they're far more important than you guys think. I don't care if you're a solo esthetician. i don't care really what's going on in your business. Having testers matters so much more than you think it does. And so if you're an esthetician who maybe is solo and you do have your back bar in your treatment room and your retail in your treatment room, I think that's a little bit easier to navigate and figure out. And I think I might just get like testers of your top. 10 to 12 sellers or something. And then the rest of it, you could just kind of grab from your back bar as you're making those recommendations, right? So if everything's in one room, that's a little bit different. But if you have a separate retail space, stop being worried about theft because most people aren't a-holes. Most people are not a-holes. You're going to be fine.
Speaker: um you know Get your testers out. It also wouldn't hurt to even just take 10 minutes every single day and put your testers out. If you're really that worried about theft, you can figure out a system, you know, to figure that out or kind of do what I did and have a separate tester bar.
Speaker: Oh, yeah. You know, great idea. Yeah. And that works for a lot of people, too, is just have something separate. But please have testers. Please allow your clients to connect with the products and understand the products and feel them and smell them. So testers made the biggest difference that night.
Speaker: Absolutely. Yeah. The next one is simplicity in communication. so we're going to talk about simplicity on two different levels here. The first thing that I noticed is simplicity in communication was very, very necessary. In fact, one woman said to me very directly, explain this to me like I'm in kindergarten.
Speaker: And I love that because i say stuff like that to my accountant, you know, so like my financial team, I always tell them that I'm like, talk to me like I just learned English a week ago. You know, I i think that.
Speaker: it it always bears repeating that what's obvious to us is amazing to other people. And what most people need the most help with is the most very basic things. So they truly don't know what we know And the simplicity of communication and not overdoing it and just making sure that first they have that baseline understanding is so much more important than you think it is because A lot of estheticians truly try to sound smart and they over deliver information and that's where you start to lose people.
Speaker: Right. So that was really good for me to just revisit that conversation of how much people really just need the basic help. And I learned this from you early on when social media started to pop off and you were the one who you know, really took that and ran with it. And you would post on your story the question stickers.
Speaker: And no matter how many times you did that, and no matter how many times you answered people's questions, you were still getting the most basic questions like, what order do I use my products in? and Just those simple things is really what people need the most help with. And it so it was so interesting for me to even be in that environment and of like a wellness center, a med spa, a day spa. It's like a little bit of everything. It's a big, you know, kind of layered business, but the clients still, they don't know what they don't know. They needed me to talk to them like they were in kindergarten. And I was like, easy, you know, here's your four steps. Yeah.
Speaker: No big deal. And so the simplicity in communication i noticed was huge and just not overwhelming people. And I'm just going to add that I think that that's also important because when someone's just had a service...
Speaker: They're also just really relaxed and we don't want to then take them out of that space and overwhelm them with information that their brain is just not even ready to accept and take in Just like at the event, they had so many other people to go talk to and um socializing at the same time. And so I didn't want to overwhelm them with information. i just wanted to make them happy and make them feel good and let them feel and smell and um kind of take that different approach to it and have fun with it versus putting any pressure. There was no pressure on me to sell. That it really wasn't what it was all about. I was just there to educate people on the line. But because I made it fun and tied in those senses and I kept it really simple, it just happened naturally.
Speaker: Yeah. Yeah. The next thing is simplicity in the routine, right? So not only did people want me to talk to them like they were in kindergarten, but they also wanted simple routines still.
Speaker: yeah And sometimes that still surprises me, to be honest. I think that As estheticians, we understand that even a complex routine can happen in a few minutes. Skin care in general doesn't take a long time to do, um but other people don't know that. And so when it comes to making recommendations... I think it's always worth ah noting that simple is always better. We want to keep things really simple. we want to keep the routine very doable because the goal is to build a habit with this person so that they're able to meet their goals. And there's so many different ways that you can do that, right? Like,
Speaker: One thing that I love to do and what I did a lot of that night is just teaching people how to cocktail and mix like textures with like textures, right? You're going to always do something like that. um You can always just fit yourself into the missing pieces of somebody's skincare routine. Like even if they're using, like there was one woman who was using acetaphil cleanser. but she was happy to invest her money in other things. And I think that that's so important. I tell people all the time, like where you want to spend the most of your money on skincare is number one, the best, most clinical vitamin C serum that you can possibly get. And then from there, i would invest in a retinol product and a peptide product in addition to your hydrators. So Yeah.
Speaker: And your cleanser, you know, and so if you're using a cleanser from target, but there's nothing wrong with your skin. i don't need to replace your cleanser. That's going to happen on its own eventually.
Speaker: yeah so that's also a lot of the conversation that I was having too. And I've noticed that at events when people tell me things like that and I say, oh, that's wonderful. You know, that you have a cleanser that's working for you. Let's look at the next thing that would be the most important to help you reach your goals.
Speaker: You know, and so non shame and that conversation is really important to you, because the truth is that it's real. If if yeah you're not hurting your skin, then I don't really care what you're doing. i care about what your goal is and where we go next.
Speaker: well i think that's the most important part that I want to land on for just a second is connecting their intention and their skincare routine back to their goals and actually bringing that and attention there and the conversation right there. And then it makes them realize like, oh yes, perfect. Okay.
Speaker: Tell me what I need. I need a peptide, of vitamin C and a retinol. Great. which are yeah Which also was another question that people had. So one girl, she was like, I'm really confused about what I even need. I don't even know what to look for. And I said, look, when it comes to anti-aging, we just really want to make sure you've got a good vitamin C. You have an s SPF that you like.
Speaker: The next thing is just the retinol. And then when you're ready to add in a peptide product, do that. Yeah. write that down. She was like, thank you so much. It gets so confusing. The information gets so overwhelming. and I was like, hey, if you're just looking for some age correction and age prevention, those are that's that's it. Well, and notice how you didn't over explain. You didn't get into any of the science of like why she needs the peptide. If if she would have asked and wanted to know, she would have asked, but she didn't care. she just wanted to know what she needs to do.
Speaker: And that it is that's where it really is like as simple as that. And clients don't need to know what you know as a professional esthetician. It's true. Yeah. Like every once in a while you're going to run into people who might want some science. They might want some more of that conversation. And i also think that sometimes that happens with time anyways, you know, but where I'm probably never going to see this person again, unless it's like at their event next year. hmm.
Speaker: I don't want to overwhelm them and over explain the science behind how vitamin C and peptides work. Right. ah You know what I didn't mean? Like there's no need for me to to do that. They told me what their goal was.
Speaker: yeah And so I just helped them meet it yeah without having to over explain. And I think why that's also so important. And I was listening to that podcast, actually, that you sent me this morning.
Speaker: Over explaining is exhausting. it is. You know, that was one of my biggest problems as an esthetician is I just felt like I don't know what they need to hear from me. So I'm going to vomit information all over them. And hopefully something sticks. When you know, the truth is, and I'll give you guys the formula that I love to use is first, what you want to do is repeat their goal back to them.
Speaker: You know, so maybe when you were doing your consult, consulte they said they, you know, were just looking for help with fine lines and wrinkles, and they were feeling dehydrated. Okay, great. So I keep that information in my back pocket, stay really focused on it.
Speaker: Because when I go to recommend a product to them, how I need to lead into the conversation is this is going to help with your fine lines and wrinkles. And it's also really going to help with your hydration or the system that I'm going to recommend is going to be for fine lines and wrinkles and getting your skin hydrated. The reason why you want to repeat exactly back to them what they said their goal was is because now they are open.
Speaker: They're connected. They're open. and that like This is for me. She's not trying to recommend something to me that I don't need. And so it's important to just hook them by saying, i heard you and what I'm about to tell you is exactly for you. So from there, I love to tell people how to use the product because I know that simplicity is so important to people. And psychologically, what's happening in people's minds at this point is, is this going to be
Speaker: a pain to add into my routine. It's like one more thing. How do I do it? And so no matter what, when I'm telling them how to do something, I make it sound so easy or I do make it easy. Like when I was selling our rosehip oil, our vitamin C oil, you know, this girl, I could tell she was just like a little bit overwhelmed, but she was so ready to take her routine to another level And I was like, this is actually going to give you everything that you need. This is going to target the anti-aging, the age correction, the age prevention, and the hydration and the redness. And it's so easy because you can just add two drops right into you know this other product that I know you're already using. And so it was just a done deal. Once she felt it and she smelled it and it was easy for her, she was like, great. So
Speaker: You know, that's the next thing is make it easy and make it sound really easy to implement so that we can mitigate that overwhelm that they may feel. Now, at this point, I don't hesitate to tell people how much something costs.
Speaker: Yeah. Because they're already thinking it So the problem with that is that while that's in their brain, they're not listening to the rest of what you are saying because they're too busy wondering how much this costs. Okay. And so sometimes I pop that up higher in the conversation instead of waiting until later.
Speaker: ah So that i have their full attention. Right. And so and that particular product is $118. And so what I would say is the nice thing is's only $118. But you're probably going to have this for nine months because you're going to use so little of it. So it's going to last you forever.
Speaker: Yeah. And then I talk about something that I love, right? Like it smells so good. i love this. That's where I bring the tester in So then I create an emotional connection, huh right? And then if you you know want to say it's a clinical vitamin C, it's just in an oil base or something like that, you know so it's the best thing ever for the age correction and prevention. And it's so powerful and important in your routine. Like you can, and you don't have to go into the science of it, But you deliver ingredient information very last because that's not what they connect with. They connect with, is this for me? How do I use it? How much is it going to cost? And and then creating that emotional connection or like, what does she love about it? Or, um you know,
Speaker: Is it also so sometimes I say like this is our top selling product or this is our number one product in the line. People can't get enough of this or this is my mom's favorite product or if you are my sister, this is what I would recommend to you or whatever. So you want to just create a connection and all of that is far more important than delivering a ton of ingredient information. Like I think that there's just other times and places for you to do that. And it's actually not usually right then. Sometimes it is. Sometimes people are really into that, but I usually wait until the very end and just sort of judge that if I need to deliver a little bit more because everybody's at different levels of what they know, but most people are still at baseline.
Speaker: Yeah. Yes. Yeah. Oh my gosh. I love it so much. Yeah. so selling's not that hard. It's really, really fun actually. Yeah. Yeah. so simplicity in the routine though is one of the most important things. Mm-hmm.
Speaker: Okay. So you have any questions before I move on? No questions. No. Okay. Okay.
Speaker: The next thing that I noticed is that, you know, sometimes people really do have everything already in a routine or, you know, maybe they're really in love with another skincare company, which I think is wonderful. You know, that's totally great. um One conversation that I tended to keep coming back to that night is that one thing people are really missing in and a dry, dehydrated climate or going into winter is liquids and oils in a skincare routine. Okay. And so that was also another conversation starter for me when people were talking about how dehydrated they were. i was like, oh, do you have a do you have a liquid? Do you have like a mist or a liquid in your routine everywhere, anywhere? And they didn't.
Speaker: Nobody did. Okay. I said, well, this is a great way to amplify the results that you're getting because when you put a liquid on the skin first, it primes your skin to be able to absorb your serums and your moisturizers. Your products work so much better for you. They feel so much better and they work so much better. And that's usually a number one thing that's missing in people's skincare routines.
Speaker: And it's such an easy, fun thing to add in. So that was like a really fun piece of education that I got to bring to the table that night. And of course, I had all of my favorite ones out on the table to show people. And so I sold a lot of stone crop mist. I sold a lot of the pineapple refining tonic, you know, so whatever skincare line you're working with, like you guys, you have to have hydration on the skin.
Speaker: You have to have some liquid on the skin, no matter what skincare company you're working with. for your skin to be able to absorb products and ingredients better. Your skin is porous like a sponge. And so you've just cleansed and exfoliated, then putting on serum and moisturizer on top of that, it doesn't feel nearly as good as if you have a layer of hydration laid down first. And so that really goes, like that is a general answer, no matter where you're located, no matter the skincare company that you're working with, but especially if you're in a dry, dehydrated climate.
Speaker: but There's nothing more important than that. And a lot of people don't do that. They're not using those liquids on the skin. It's interesting because I'm thinking about my own clientele and like the Stone Crop Hydrating Mist is one of my best sellers. And i think it's one of those, that category of products, it's one of those things that I'm like, hmm, how often are am I having those conversations still?
Speaker: Like it might be so simple that it's getting missed. Does that make sense? In the conversation around the skincare routine, because I'm like, we're going directly to moisturizers and to the vitamin C and Yeah. Circling it back to, but I can't imagine putting a serum on my skin without doing my hydrogamy and my essence or tonic before.
Speaker: I know. i know. It's funny because I tried it that night. Terrible. It's awful. But yeah, that night I was like, I've got to revisit this because you know me. Like because we've had the same conversation about my hair recently too, where I'm like on a train and then I'm like, you know what?
Speaker: I just have to try this. I have to see if this really feels as terrible. as I'm telling people, you know, and so that night I did, I just went for serum and moisturizer and oil. And I was like, that sucked. That does not feel good at all. Not even a little bit.
Speaker: It makes a massive, massive difference in the absorption of your products and um hydration cannot be overstated. i It just, oh my gosh, I cannot be overstated. And then what I also sold a lot of that night was oils for the same exact reason. It was like ah the next most important thing is getting an oil in routine. Like that's really what a lot of people are are missing. It's a missing piece, you know, so like let's find an oil that feels good to you. And I had two out and I said, this one has this type of absorption. It's great for the skin type. This one has this type of absorption. and tends to be more for the skin type, but like, let's try both and let's see what you love. And then what you can do is just add it right into your moisturizer. You know, we don't need to overthink it or like with our rose hip oil, you don't want to add it into a moisturizer. You want to add it into more of like a serum texture. And so, you know, kind of pinpointing those things and going back to
Speaker: ah what a lot of people are missing in the routines, it really does seem to be ice creams or another thing that people weren't using that night, liquids and oils. Those seemed to be like the three key things that they didn't have in the routine.
Speaker: I know you're making notes so that you can make some social media posts. I am. You know me so well. Especially the liquids. I agree. I already have some ideas. Yeah.
Speaker: Yeah. There's a conversation around it. Yeah. Yeah. And honestly, the more, the better. The more liquids and the more oils you can get into the skin in our type of a climate, especially, the skin is going to perform 100 times better. Yeah, absolutely. We can guarantee it.
Speaker: Yes. Yeah. Okay. Also, I just want to add into there real quick. There's a huge difference between dry and dehydrated. And I have to remind people of this all the time that hydration is the lack of water.
Speaker: yeah so you need to pinpoint in whatever skincare company you're working with, what's hydrating. Yeah. Okay. Because that means we need to bring water into the skin. And so generally that's going to be algae based products or um, hyaluronic acid products or for eminence, our stone crop products are humectants, right? So one way that you can think of this, you guys, and this sounds crazy. And obviously every skincare line is different. And I've just been immersed in eminence for over 14 years, anything in nature that's gooey and slimy that's hydrating.
Speaker: Hmm. Okay. In nature, that's gooey and slimy. It's hydrating. Because even hyaluronic acid at its core, it's gooey. It's gooey and slimy. Yeah. Okay.
Speaker: Seaweed, gooey and slimy. Okay. Yeah. Yeah. So algae, gooey, and slimy. Disgusting. Yeah. I'm trying to think of something else.
Speaker: So hyaluronic algae, so stone crop, aloe. Aloe, they're a, okay. Yep, gooey, slimy. So anything like that tends to be hydrating. Those types of ingredients tend to be very hydrating and are going to bring water in the skin, especially going pair them up with a really good liquid.
Speaker: And what's mind-blowing to me is that when someone's skin is properly hydrated, It looks better. It functions better.
Speaker: You know, you minimize fine lines and wrinkles drastically simply because you actually got hydration into the skin. So if people are saying that they're dry, i don't correct them by any means. I'm not, you know, here to like tell people that they're wrong. I don't like to do that either. i just already know in my head we need hydration in their routine because what they're really feeling is parched.
Speaker: Yeah. Yeah. How do you identify that when you're having a conversation with a client and they say they're dry? How do you what what conversation or how do you bring that conversation around to identify that their skin is actually dehydrated over dry? Yeah. If you live in a climate like ours, you don't have to guess.
Speaker: you don't have to guess You just it's you know that it is like there's no question if you are in Idaho, Utah, Arizona, Colorado, Nevada, New Mexico, like parts of California. If if you're in Montana, Wyoming, like all of these states up here where we like literally have zero water in the air.
Speaker: You need hydration in your skin. You don't have to guess. You are dehydrated. and yeah I mean, you would have to drink the craziest amount of water. yeah And even with your electrolytes, like yeah you must have hydration in your skincare, right? So I think in these types of climates, you don't even necessarily have to identify that. You can just get you can assume that it is. Now, ah with a dry skin, that's so different. And what most estheticians forget is that actually dry skin is the most uncommon skin type. Mm-hmm.
Speaker: get it Because biologically, that's not how we're designed. Our skin is not designed to not produce any oil. ah Most people's skin is designed for whatever reason God designed us to be, well, because of your barrier, actually, yeah to be normal to combination.
Speaker: Yeah. Yeah. So over oiliness is a different conversation. um And dryness though is completely uncommon. So when someone is truly dry, you see zero pores on the face. Zero. Because your pore size directly is correlated to how much oil you're producing, right? So if there's no oil, there's like no pores. And then you have to consider too that that person also has dryness. no barrier.
Speaker: Right. So they're going to feel rough and have that. see We've all felt it. Every esthetician has felt it. Sandpapery, rough, dry texture, redness in the cheeks, sensitivities, because their barrier is blown. It doesn't exist. Right. So in order to correct that, we need oil. Right.
Speaker: Well, and the truth is you need both. Right. Right. The truth is you need both. And that skin type, ah you want to layer in the hydration first, go for your liquids, your hydrating serums, and then lock that in with a beautiful moisturizer and lots of Right.
Speaker: thank and then you have solved it all the way through the skin and you've just changed that person's life. So I was just thinking that, you know, so you can assume most people are dehydrated too, because unless you're me, you don't drink a gallon and a half of water. Like it's, it's just, most of us are very dehydrated. And so it never hurts to get some hydration in the, in the routine, but you, you generally can just look at somebody and know,
Speaker: They're really just super, super dehydrated because they've got, you know, I can see some pores, whether they're large or not. Right. Like it's not hard to identify and have to like pick that out in someone's skin. So um understanding that they're different. And the reason why that's so important, because I cannot tell you the amount of times that When I'm working with estheticians and they say, oh this, you know, person brought, you know, the Manoy back because it's just it's still not like a enough. you know And I'm like, that you're targeting the wrong thing. You know, like that particular moisturizer is a super, super rich oil. based yeah moisturizer. And the truth is that it's perfect for them, but we also need hydration underneath of it to solve the real problem. So understanding the difference between the two and making sure that when you're in these types of climates, that no matter what, you've got hydration in the skin and then oil to normalize. And estheticians,
Speaker: please, please, please remember that most people still don't understand that oily skin needs oil. They don't understand biosynthesis and there's still going to be people that you have to suggest that to. And how I like to do that is just by saying, you know, I also genetically have always had extremely oily skin my whole life. You probably don't know this, but it's been from my whole life up until maybe...
Speaker: let's say 12, 11 or 12 years ago. And that's when I started incorporating oil into my routine and everything normalized really fast. But um what i what I still run into is people who don't understand that. And so I let them know that I've been there and genetically I've always had super oily skin, but it's so easy to fix by just giving your skin a little bit of oil. You're saying, thank you, but no, thank you. you know and and you kind of make a joke about it. You're like, You know, biosynthesis just means we're overproducing, but you can train your skin to be more normal by just giving it a little bit of oil. it just comes down to making sure it's one that feels really good to you. We can try it several different ways in the routine to make sure that you like it, but it is going to make a huge difference in just getting everything more normal for you. So there's still a lot of people out there And I talked to them that night. There was one girl that was like, I'm so oily. I'm so oily. And I was like, no problem. I got you here. Feel this oil. This is what changes the skin.
Speaker: my love that. Yeah. And still so easy, like not overcomplicating it. Yeah, so easy. And I think I only sold her an oil. And i was like, whatever moisturizer you're using or whatever kind of – if you've got like a creamy serum, you can just add one drop of this at night to start with. And it's really going to change things. And then if you want to increase from there in a couple of weeks, you can do that too.
Speaker: Cool. i love that. Okay. Another thing that I ran into that night that I thought was really interesting –
Speaker: Post-care instructions need to be written down for people. have So whatever products you've recommended to them and whatever the post-care care is, please write it down because there was a woman who had had CO2 about 10 days ago and she had our copper tripeptide serum at home and she had no idea when to start using it.
Speaker: Oh, and I was like, this for you. You know, your skin's looking great. Your open wounds like all of that is gone. Your skin is already starting the healing process. It's beautiful. You need to start this now. You know, it's not and she could have been using it. And she could have been using it for ah probably at least three days at that point, you know, because CO2 is so intense. But um I just remember thinking in that moment, I wish that she had that written down somewhere, right? Like that that we have a timeline for people to understand what the home care really is. And I know that a lot of estheticians are really good at this, but we want to be sure that we're almost over communicating post care. Yeah. and back That's what I put in my note. Post care for modalities needs to be written down and over communicated. So write it down for them. in the follow up that you do, make sure that you include it in there too. And, you know, whatever whatever you have to do to over-communicate their post-care so that they get the best results is necessary.
Speaker: So over-communication can look like having the conversation at the time of service, yeah sending them home with written down instructions of what they need to do, not do, whichever. including it in your follow-up message whenever you do that and reiterating that. So basically you say it and say it again and just bring it home with like, you can't communicate it enough and they can't hear it enough so that you're really making sure that they're doing exactly what you need and want them to do to, again, bring it back to their goals to achieve the goals that they have.
Speaker: 100%. think it's, i think Also, just listening to you say that I'm thinking about follow-ups again and how important they are in big situations like that, you know, with a CO2 laser or your microneedling. I mean, with those, it's a no-brainer for most estheticians. But I'm also just thinking back to the conversations I was having that night and thinking about the amount of money that they spent on products and thinking about I think as a good esthetician, if that's your client, you should reach out, you know, the next week and make sure that they do understand how to use those products and ask them how it's going. Because again, in person, you can explain that, but they also are drinking champagne and having lots of conversations or they were in for a service and they're really relaxed and they're going to forget so much of that. And I think we've all had clients who will drop four or $500 on products and then you see them the next month and they still don't know what to do with it. Exactly. or like they've had whatever product at home, a rose hip oil, you know, for instance, at home for months and they still don't understand how to incorporate it. And maybe they don't want to ask again or they feel silly or something. So I think that it's really important even just in
Speaker: product recommendations and regular facials that you're still following up with people. And we have put so much emphasisphaized emphasis on that over the years. And it just is another thing that you like we can't overstate how important that is in any situation.
Speaker: Agreed. Yeah. Love that. Okay, my next favorite conversation is intermixing of lines is usually fine. And I think that that's something that you need to know. So a lot of the conversation that I was having that night is, so Eminence is essentially chemical-free, like... What I mean when I say that is it's really hard to have reactions with Eminence because the products are so clean. They play extremely well with all other skincare. Like i use really strong products. In fact, Hydranity is new retinol pads.
Speaker: You guys, you got to look into it. You've got to look into it. Sarah gave me some and I was like, oh my gosh, this is going to be complimented so well with like the marine flower peptide products and whatever. And so...
Speaker: I think you do kind of want to learn how the products that you're selling intermingle with other companies. Mm-hmm. for so many different reasons, like if you're using a very chemical heavy skincare line, which I'm not anti that at all, even as a rep for eminence, like there's a time and a place for it. Um, make sure that you know how that could interact with other things. Is it going to compliment it or is it going to potentially cause, you know, some issues
Speaker: And really be thinking about that because we want to remember that our clients are using who knows what, like hopefully we'll get that information from them. But I think like, okay, with the retinol peel pads, for instance for instance, what's coming to me is I'm like, well, if I'm going to use the retinol peel pads, I'm going to want to alternate a mandelic acid leave on, you know, or know that if I'm going to use those at the same time, I'm going to need to pay a lot more attention to my barrier. right So yeah.
Speaker: So I think that that's really important is kind of learning what plays well with other lines and maybe what doesn't so that when we are making recommendations that we're being really careful about that. And I think learning about it shows your respect for all other skincare lines and clients appreciate that because a lot, so they would go talk to Sarah first and then come to me because she was closer to the door and I was a little bit further back. And so, you know, they, I think sometimes can feel a certain way about that. Yes.
Speaker: And I was like, hydrinity and eminence play so well together. Here's what compliments this. I, you know, what has me thinking is like, I can only imagine some women were probably like, oh, I like maybe afraid they saw Sarah first, they bought a product or two from her, then came to see you And maybe a little bit hesitant to say, like, well, I just bought this, you know.
Speaker: But when you can set the tone for, like, we are co-collaborators, we are co-creators, we're partners, we're whatever. We work together. These two lines work together so well. It just takes away that uneasiness and that, like, oh, this is a safe place.
Speaker: place for me to share and to play and all the things. And I think it's just so beautiful and so necessary. And so as an esthetician, for the esthetician listening, you know, getting to know who is in your area and who your clients might be seeing as well for other services, or if they kind of bounce around or if they're using other skincare products so that they know that they can safely share with you and be transparent with you. And then know that you're not going to judge them. You're not going to criticize them. You're not going to have some weird energy behind it you know, as they're having that conversation. And I just think it's so much more powerful than living in kind of a scarcity mindset. Oh, yeah. It's the same as when someone tells you that they're using something from, you know, over the counter or target or whatever. We don't want to have a reaction to that.
Speaker: Yeah. You know, we want to, as long as there's nothing wrong with their skin, they're like, what what need would I have to tell them that what they're doing is wrong if it isn't?
Speaker: Right. Does that make sense? Like, I've never been that way and I never will be that way because I don't believe that that's true. But I believe that getting in these important items into the routine are going to take your results to a completely different level. Yeah.
Speaker: You know, and it's interesting what I learned that night too, is you don't want to overdo that either. Cause then you can take attention away from your line. Yeah. You know, and there is a sweet spot. There's a sweet spot. i' Like stay confident in your ability and your line and where you are as an esthetician and what you have to offer. and not having any shame or judgment against whoever's next door. Yeah. And so it could sound as simple as like, oh my gosh, i love that. it looks like your skin is responding, you know, really good to that. Here's what would compliment that and what would work really well with that.
Speaker: you I love that. So I think that there's there's ways and there is a sweet spot to it where you don't want to be like, oh, well you don't need anything of mine if all of your Mary Kay is working. Yeah, yes, exactly. I also found myself saying that night a couple of times like, oh, i i don't know enough about that line. What's your favorite product in that line?
Speaker: you know Or what are you loving about it? And letting them... open up to me knowing that I'm curious and nonjudgmental. I didn't have an instant reaction. I actually wanted to know more. And curiosity is, i think, the most loving way that you can approach any conversation, especially in this industry. Just stay open and stay curious
Speaker: And I think it changes the energy from everything that I say goes and I know everything and you need to do exactly what I say and I'm right to being in relationship and co-collaborating and really serving people. So I think no matter what, even when someone does approach you and say, I've been using Clinique for years, I've been using Mary Kay for years, I use L'Oreal, whatever, I use Cetaphil cleanser.
Speaker: Tell me what you're loving about that cleanser. You're like, oh i've never i've I've never looked into Mary Kay. It's obviously classic. you know It's really important. what do you What's your favorite thing? If I could try anything or if you could tell me about your favorite product, you know what would that be? And be curious. And then from there, again, that curiosity is also going to lead to learning.
Speaker: what might still be missing. Yeah, that's what I just thinking. Yeah. So that really does usually open up the conversation to them even bringing it to the table of like, you know what, they don't actually have an exfoliant in their line and I haven't been exfoliating. And so perfect. I need one. What would you recommend? Or, you know, that's just an example, but it really does. That curiosity really just leads to deeper conversation and trust and a safe space.
Speaker: Yeah, absolutely. And that's so important because i always feel like I need to remind people not to be an asshole about what people are doing at home. You know, and we're people have always felt judged by estheticians. Yeah.
Speaker: even before social media, but social media has made it 100 times worse. And so from the very, very beginning, when I started to realize that almost 23 years ago, my goal with people has always been to keep their walls down.
Speaker: Yeah. You know, what do I say or not say? How do I act or not act? How do i ask questions or not ask questions? So that there's a level of openness between us that allows them to really trust me.
Speaker: in And so 23 years later, we're in an industry where girls are really mean on social media about what people are doing at home.
Speaker: And it has become that much more important that when you're in person with people and when you're creating certain content that you're really, really careful about judgment and shame.
Speaker: Yeah. And how you how you approach it and your verbiage around it. And because no matter what, especially like when it comes to social media, there's people out there that are going to be taking that in and feeling certain way about you as an esthetician and the professional. And it's really going to put their walls up. And then that braeds they can't trust you. Yeah. And they're not going to be honest with you. Yeah. And then you're not going to be able to serve them best because, you know, they're not even telling you exactly what they're doing because they're so afraid of judgment.
Speaker: Yeah. Yeah. And we don't want that. And I can, I can confidently say collectively, that's not our goal as estheticians, even for our listener, I feel like you would agree with that too you know? And so keeping that in mind,
Speaker: And just be in that safe space for your clientele is so important. It's so important. Yeah. Yeah. So it was such a, oh man, i i really do love when I get that opportunity to work with people's clients and just be with clients again and be reminded of these things and, you know, notice what I do and So yeah, I was really excited to share that with everybody today. i told Tiffany ah right away the next morning, I was like, yeah, I have things I want to talk about. I love it. And I love that we can bring just our experiences from it from real time to this conversation. And um because that's really is where all of our conversations stem from is from
Speaker: you know, real life and our businesses and our practices. And so I love that we can bring that here for Beyond Aesthetic Center in our community. Yes, absolutely. Thank you so much for sharing that. Yeah, thank you. Okay, we want to remind our listener.
Speaker: What do we want to remind our listener? ah I told you rusty. No, that's okay. We would love for you to join us in our membership. You know, we've talked about it until we're blue in the face, but we're obsessed with our membership. We actually have some fun changes coming in January. We're actually going to be doing bi-weekly live calls. We have realized that the live calls are where the most value is being found. And so we've actually decided to implement them twice per month instead of once per month. So we will start talking about that more so that everyone who is in our membership currently kind of knows how to block off their schedule if they want to attend. It's like never mandatory because you can rewatch all of the calls. But we're really excited to bring that. and um
Speaker: I'm really looking forward to that. I just love more connection, more live connection and the support and... um You know, i think even going into the holidays, and I know we've talked about this a lot, but people seem to need even more support going to the holidays and the new year with menus and pricing changes and promotions. And we get so busy and we just would love to have you in the membership. There's a little bit of everything in the membership, lots of continuing education, an extra podcast episode every single month. And um our connection lounge is just a live 24 hour available, you know, chat room essentially.
Speaker: And whenever you're going through something in real time, you can post it in there, ask your question or, you know, just add your tidbits. What was your win for the week? What did you learn? What do you want to bring to the community? So there's so much value and in there, especially for only $47 per month. Yeah. And we're always still perfecting it and growing it and, adding in what everybody really needs. And so if you're an esthetician just looking for community and support and extra education and, you know, help in the industry at all, it's an industry that is ever evolving. It's ever- you know changing and growing and having a loving, like-minded community that's just looking to really grow and rise together and rise in the industry and share everything that we know then our membership community is definitely for you And the link for that is in the show notes. You can always email us too. We would love to know if you guys have certain topics that you would like us to and talk about on the podcast. And so our email address is also linked below. You can find us on social media, on Instagram and TikTok at the Beyond Aesthetics.
Speaker: Yeah. That's all I can think of. Give us a follow, give us a rating and review wherever you listen to podcasts on the show. We deeply, deeply appreciate it so much. it really does help us connect with other estheticians who have not heard about Beyond Aesthetics or who need that love and support and guidance and are really looking and praying for it. So we truly, truly appreciate you doing that. You can share it. Even if you've already left us say a rating on the Apple podcast or a review, excuse me, you can still share your favorite takeaways to your stories and tag us or that meet it just means so much.
Speaker: And we truly appreciate it. So thank you. Thank you for tuning in. Thank you, Jess, for your words of wisdom. Thank you. And yeah. yeah yeah Yes, we really appreciate you guys. So have an amazing rest of your couple of weeks until we see you again. Have pretty dreams and we'll see you next time.
Speaker: Bye. Bye.
