Niche Marketing in the Aesthetic Practice
Targeting specific groups of patients in your business and marketing directly to them can distinguish you from your competitors and increase revenues. Careful study of treatments specifically designed for skin type IV-VI is crucial to the safe and effective treatment of Asian, Indian, bi-racial and African American clients. Being an expert in these treatments brings loyal and repeat clients that are very happy and go on to tell other friends and family members in their community.
If the majority of your patients and contacts are Pan Asian, show a beautiful Indian woman in your hair reduction ads and you will attract like clients seeking relief from unwanted hair and skin discoloration. Women of color tend to have oily, more sebaceous skin and are more difficult to treat as the color of the hair competes for the laser or IPL light with their skin tone. By using a quality IPL hand piece with integrated cooling, such as the StarLux R or Rs at a long wavelength (100ms) you can safely and effectively treat unwanted hair with minimal concern of side effects. You should always test spot Skin IV-VI clients to assure a safe and effective fluence that will get the job done. By using a clear gel as an interface to conduct the light to its target and protect the skin, press hard against the skin to get good cooling, these darker skin patients will be comfortable and get great results. Many times hair removal methods such as waxing, threading, tweezing and sugaring cause discoloration to the face. Clients with darker skin seek even-toned skin free of discoloration. Heating the skin with this long wavelength hand piece will help to improve skin discoloration safely. Combining a good physician directed skin care system to cleanse, protect and correct with hydroquinones and lactic acid products will work synergistically with the light treatments to improve skin coloring at the same time. Mineral make up will cover these imperfections while the skin responds to treatment complete the offering for a finished look.
Colorescience (Colorescience.com) offers great sun screens, mineral make up and eye shadows and lip colors in global tones. Show a photo of these products in the ad as well. Your clients will get your message. Follow up on these leads with a well trained and educated staff and clinicians skilled at safely treating Skin IV-VI and watch your business grow! For more information contact: Cindy Graf at www.cindygrafconsulting.com or call 262-707-5313.
