Elizabeth Fardon, global education director at Ultraceuticals, shares insight into why post-graduate training and education is so important in the skincare industry.
The professional skincare industry is one of the fastest-growing, most diverse, and entrepreneurial professions. It can open so many doors and take you to so many places around the world. It’s an incredible profession with endless possibilities. The secret? Education. Whether it’s educating oneself, peers, or clients, the educational journey is continuous and at the cornerstone to a skincare professional’s success.
It’s critical, especially in U.S. where the training programs vary so much from state to state, to pinpoint where the educational gaps might be and identify the extra training, skills, and knowledge needed to fill them. The undergraduate cosmetology license is truly just beginning. There are so many opportunities to continue to expand knowledge from the physiology of the skin, cutting-edge ingredients, and latest treatment protocols. By continuing to develop and sharpen our skills, we are empowered as skincare professionals to make the best decisions that will deliver effective and safe results for our guests.
Client Confidence
Most of us are in this industry because we like to make people feel better – help them with their confidence and self-esteem. It delivers a great deal of personal satisfaction when a guest achieves confidence whether clear skin after battling with acne for years or addressing stubborn hyperpigmentation. Post-graduate training can have this same effect on skincare professionals, providing them with the confidence they need to believe in their skills and abilities to provide the best possible care, service and results for their clients. Education will ensure guests are in the best possible hands – a personal skin coach who can cut through the myths of skincare and provide a personalized progressive skin program that achieves results.
Identify Your Target Market
Before you take on additional training in a specific service or invest in another product line, do your homework! The essential market research in understanding your guests and what they want will ensure the post-graduate training you do will help grow your business. This will impact the treatment services you offer and the product lines you decide to carry both in your backbar and front retail areas.
Finding the Right Partner
Advanced education can also come from partnering with a cosmeceutical company that is imbedded in education and will offer you not only product knowledge but information on techniques and the science behind ingredients and techniques. Understand where and how the products are formulated. Does the company develop their own formulas or do they use ready-made formulas? Are they rooted in science and ingredient innovation?
A product company that is passionate about the power of education and creating the best results for each your guests should be providing you with an education journey program that leads to recognition of your skills as an expert. Ideally, this will be available as a blended pathway with online education to do at your own pace, virtual webinars, in-person hands-on technical training, and additional resources and tools. Education, especially when you are a busy skincare professional, needs to be flexible and relevant.
Growing Your Business
When growing a business, skincare professionals quickly learn that it’s not only learning about skin that is essential to becoming successful. Important marketing and sales training is essential. Many estheticians leave their initial training and education passionate about what they do and why they do it, but with little idea on how to turn it into a successful business. Learning online systems, social media, CRM marketing, and retail selling tactics are all important skills needed to help drive growth, resulting in attracting new guests, growing existing guest average spending, and reducing overall expenses.
Invest in You
As busy skincare professionals, the work never ends and it’s easy to feel as though you are in the hamster wheel, constantly turning but never getting anywhere. Remember, Rome was not built in a day and nor can you carry the weight of the world alone. Just as adopting new skills and tools are essential, so is the power of delegation. Hire the right people who can provide you with the support needed so you can do the tasks that only you can do.
Experiencing advanced hands-on reputable training programs, identifying strategic brand partnerships, and learning critical business tools will help acquire knowledge not yet gained. A reminder to us all that when it comes to education, it is never the destination, but always the journey that makes us better.