For maximum success with your SkinBase Hydro treatments, you can add value and satisfy clients by considering the stages of the customer journey.
The customer journey in general can be broken down into 5 areas:
By considering your target Hydro client at each of these stages, you can ensure the journey runs as smoothly as possible to maximise your business. One of the most important factors that will help you to provide a frictionless customer journey is trust.
While the stages are linear, the customer journey is not anymore, and customers have the ability to jump in and out as is convenient to them. Developing trust at each stage is what’s going to keep customers engaged and committed to your business.
The awareness stage is where potential clients become familiar with your business and your offerings, through advertising, word of mouth and social media. You should understand exactly who your target client is, and how they are discovering and interacting with your business to advise future marketing activities.
To get clients into the “awareness” phase of the customer journey, there are lots of different ways you can think of the Hydro treatment. One of the simplest ways to focus your marketing is to consider the specific skin concerns that Hydro can help with. The 3 serums each target different skin concerns using a range of powerful ingredients, so they are an excellent way to communicate to potential clients how they can improve their skin. You can also think of Hydro seasonally, and craft your marketing messages to emphasise 4 areas - Hydro in Winter, Hydro in Spring, Hydro in Summer and Hydro in Autumn. Or, you can use seasonal calendar events, such as Valentine’s Day, Mother’s Day, Wedding Season, Summer Holidays, Christmas etc., to plan your marketing activities throughout the year. However you decide to attract clients in the awareness stage, remember to keep a clear focus on who your target client or clients are.
Building trust in this awareness stage of the customer journey is of course all about first impressions. You not only want to grab the attention of new, potential clients who have just discovered your brand, but you also want to make them stick around.
Studies have found that website design and navigation have the biggest influence on a person's first impressions of the brand. If you have a website, choose the colours, fonts and images you use wisely. Don’t forget to make it clear what treatments you offer, and what brands you work with.
These same principles can be applied to your social media accounts, as new clients may discover you there first. Make the visual identity of your business consistent across all communication channels. For example, by using the same image as your profile pictures, and using the business name as your @.
Consistent branding across different channels makes your business look more professional and trustworthy, both of which new clients will require in order to put their skincare in your hands.
SkinBase Hydro is suitable for use on the face and across the body, to banish skin concerns such as: acne, fine lines and wrinkles and pigmentation.
At the awareness stage, it is likely that individuals will have skin concerns that they wish to treat, and will have discovered your business as a result. However, they will know very little about you or the Hydro treatment. So, your key goal here is to get potential clients to understand how you as a therapist and the SkinBase Hydro treatment can provide the best solution to their problems. Therefore, education is key. This can be done through informative social media posts, blog posts, videos, and other educational resources - such as the free Definitive Guide to SkinBase Hydro.
A gel cleanser will be used to ensure that your skin is clean before your MD treatment commences. Before the treatment begins, the skin will be blotted dry. The Hydro handset will be passed across the skin in slow strokes, delivering the hydro peel across the face. The peel incorporates a natural blend of AHAs and BHAs to rid the skin of dead skin cells and debris, resulting in skin that feels instantly smoother and fresher. The peel solution will remain on the skin for a couple of minutes, before being removed with damp cotton wool pads. Once the pores are unclogged and the skin is prepped, an infusion of powerful ingredients are targeted into the skin with the use of a personalised serum, using the Hydro handset. Following the peel, the skin will be spritzed with SkinBase Toner to lock in the hard working ingredients. Your SkinBase Therapist will then apply the SkinBase Hydration Max and Daily Protect SPF to conclude the treatment.
It is important to be prepared to answer frequently asked questions at this stage, to educate clients as fully as possible. By answering questions and highlighting those that they might not have thought of yet, you are helping to increase client understanding. Therefore, you are removing any barriers preventing clients from committing to the treatment. You can also increase your own credibility at this stage, and start to develop a relationship with potential clients by positioning yourself as an expert in this area.
The Hydro treatment is an excellent option if you wish to improve the appearance of acne and congestion. The peel solution gently exfoliates away the top layer of the skin during the treatment, getting rid of dead skin cells, unclogging the pores and readying the skin for the serum. Choose to have the clarifying serum infused into your skin to treat acne and congestion. The anti-inflammatory ingredients renew and restore your acne-prone skin by: regulating excess oils, naturally accelerating tissue healing, improving the quality and texture of your skin and improving your skin barrier.
When potential clients realise they have a need that must be met, and identify possible solutions, they move into the consideration stage of the customer journey. Here, they will weigh up their shortlisted solutions, and decide which to go ahead with. This means they will be considering a variety of treatments that could improve the health of their skin. Therefore, at this stage you must set yourself apart and prove why you are the best, so clients progress to the decision stage.
In the consideration stage, clients may be deciding between SkinBase Hydro and Microdermabrasion. Promoting Hydro without diminishing the benefits of microdermabrasion involves highlighting the unique advantages of each treatment. Microdermabrasion provides intensive exfoliation using a vigorous stream of crystals. SkinBase Hydro provides a gentle exfoliation and focuses on hydration and overall skin health through the infusion of actives and botanicals. Both treatments effectively rejuvenate the skin. Ultimately, the choice between the two depends on your clients specific skincare goals and preferences, and both treatments can be integrated into a comprehensive skincare regimen to achieve optimal results.
You can recommend to clients that alternating between SkinBase Hydro and microdermabrasion treatments in a customised skincare plan can provide a comprehensive approach to skincare.
Studies show that 77% of consumers are more likely to trust a business if they share the same values. As previously mentioned, at this stage you must set yourself apart and prove why you are the best for them. This means differentiating the Hydro treatment from alternative treatments that clients could use to achieve their skin results. But, you should also be articulating what you stand for as a brand to attract your target clients.
Trust is a crucial component in the relationship between therapist and client. In the context of professional skincare, where clients are often physically and emotionally vulnerable, there is a power imbalance which makes trust essential. By offering non-surgical SkinBase treatments as an alternative to painful, invasive treatments, you are already beginning to communicate your business values with clients. You want to achieve natural looking results for your clients, with no pain or downtime, so they can feel confident and love the skin they are in.
Everyone has heard of Hydrafacial as they are a big global brand with a huge marketing budget. So, this may be the treatment that springs to your client’s mind when you say ‘Hydro’. Therefore, it’s important to differentiate the SkinBase Hydro treatment from the Hydrafacial treatment, and communicate to clients why you chose to offer Hydro. Both the SkinBase Hydro treatment and the Hydrafacial work in a similar way, and are very much about the ingredients used during the treatment. Our treatment focuses on promoting skin health and radiance by effectively exfoliating, hydrating, and nourishing the skin. You can explain to clients that you are partnered with SkinBase for other treatments and know and trust the brand, which is why you have chosen to offer this Hydro treatment over others.
SkinBase Hydro uses a multi-step process of a cleanse, peel and serum during the treatment. The peel exfoliates the skin, removing any dead skin cells and debris. The targeted serum is then infused into the skin, to combat your specific skin concerns. Once the serum has absorbed, your SkinBase Therapist will follow up with the SkinBase Essentials skincare range to lock the fantastic ingredients into your skin, and keep it protected post-treatment.
The Hydro treatment has a number of benefits that you can communicate to your clients.
Unfortunately, consumers are increasingly sceptical and distrusting of marketing communications from businesses, and prefer the opinion of other clients. So, at this stage you should evidence the benefits of Hydro, using social proof such as before and afters and client testimonials to validate what you are saying. Social proof can help to further develop trust with potential clients as ****seeing others have had a positive experience reduces the perceived risk of moving to the decision stage, while also increasing confidence in the brand.
The SkinBase Transformation of the Year competition launched in 2022, and we have been taking Hydro entries since the treatment launched back in the summer. Since then, we’ve had a fabulous Hydro Acne transformation win the Therapist monthly vote. We’ve also had lots of other great entries with accompanying client testimonials, that you can show to your own clients when discussing benefits.
The competition is a great way to build trust, as the more content that is out there about the brands you partner with, the easier it is for potential clients to trust your business too. SkinBase is already trusted by a large number of people, and continues to develop positive relationships by emphasising the fabulous client results achieved.
Both Hydro and Dermaplaning aim to remove dead skin cells, improve skin texture, and promote a rejuvenated appearance. Hydro achieves this with the use of a handheld wand and a chemical peel, and rejuvenates with the use of a targeted serum. Dermaplaning, on the other hand, requires the use of a surgical scalpel. If clients seek a gentle, non-invasive method personalised to their specific skin concerns, Hydro may be the right choice.
The Hydro treatment is an excellent option if you wish to reduce the appearance of visible signs of ageing, such as fine lines and wrinkles. The peel solution gently exfoliates away the top layer of the skin during the treatment, revealing the fresher, smoother skin below and readying the skin for the serum. Choose to have the renewing serum infused into your skin to treat fine lines and wrinkles. The serum contains Lactic Acid and Dimethyl MEA (derived from vitamin B) to minimise the appearance of fine lines and wrinkles on the skin. Hyaluronic Acid and Hydrolysed Soybean extract allow for maximum hydration of the skin, filling wrinkles from within. The renewing serum also contains Decarboxy Carnosine Hcl, providing anti-glycation effects and helping to maintain optimum collagen levels within the skin.
Commit to the Hydro treatment - or choose an alternative? By this point in the customer journey, clients have narrowed down their options to just a few and will be almost ready to make their decision. Transparency at this stage is key, as is continuing to build that trust, as any last minute problems will have clients choosing an alternative option. Continue offering social proof in the form of competition before and afters and testimonials, and encourage clients to see you for a consultation and patch test to help them decide.
If you have specific skin concerns, SkinBase recommends that you have a course of Hydro treatments to maximise your results. Generally, a course of 3-6 treatments will help you to achieve the healthy skin you desire. After your course, you can go on to have monthly maintenance sessions to maintain your results.
However, the exact number of treatments required is dependent on your specific concerns and goals. If you have very problematic skin, you may require more than 6 sessions before moving onto a maintenance plan. If you only require a boost before a big event, you could have a single session.
The client consultation is incredibly important at this stage to help clients make the decision to commit to Hydro. In the consultation stage of the treatment, education is vital to dispel any myths or misconceptions that may be preventing the client from making a decision. Delivering results that meet client expectations is also key to successfully providing non-surgical treatments, such as SkinBase Hydro. It is key that clients hold realistic expectations of what they can achieve, for success within the future stages of the customer journey.
For clients who move beyond the decision stage, the initial client consultation sets the tone for the entire therapist-client relationship. It is a key opportunity to build trust, by establishing a positive rapport, actively listening to client concerns, answering questions and adding value where possible. After a consultation, following up with clients to check in on their progress and answer any questions can help build trust and show that you care.
Depending on your skin concerns, you may see results immediately after your first treatment. You will definitely feel the benefits immediately, as your skin will be softer and smoother. The Hydro treatment is progressive. With each subsequent treatment your skin will continue to look and feel better.
Client understanding is key to getting clients to commit to both the treatment and their skincare journey. Client satisfaction is linked to level of information and understanding. Clients who are happiest, and therefore move into the retention and advocacy stages, are the ones who properly understand how the treatment is working to enhance the health of their skin.
Just like with any beauty treatment, you will need to continue caring for your skin on an ongoing basis if you want to maintain your results. If you don’t take steps to care for your skin once your treatments are finished, concerns can develop again over time. The good news is, if you maintain your beautiful new complexion, the results of your treatments could last indefinitely! Keep your skin clean, moisturised and protected from the sun.
If you have recently launched the SkinBase Hydro treatment in your business, and have lots of clients in the decision stage at once, it can be beneficial to host a salon launch event. Have a patch tested model ready, and give potential clients a demo of the treatment. Use this time to emphasise the customisable nature of the Hydro treatment, and explain the different serums. By demonstrating the treatment, you can also highlight the difference between SkinBase Hydro and SkinBase Microdermabrasion. Offer mini consultations and patch tests, and book clients in for a more comprehensive consultation when you have assessed their interest.
The cell renewal process can become less efficient for a number of reasons, causing dead skin cells remain on the skin for longer than usual. This prevents the skin from reflecting light, therefore, giving it that “duller” appearance. The Hydro peel removes this layer and encourages a more effective cell renewal process This initial step alone contributes to the skin looking brighter, but the Hydro treatment takes it one step further with the brightening serum. An infusion of powerful ingredients, including niacinamide, vitamin C and kojic acid are targeted into the skin to diminish dullness and brighten your skin.
If your clients are making it to the retention stage of the customer journey in your business, you can be assured that you are doing something right. Client retention is important as long term loyalty is key for beauty business. It is also commonly understood that client retention is a much less expensive process than recruiting new clients.
If you have had a course of Hydro treatments, we recommend having monthly maintenance treatments to keep your skin in the best possible condition. A treatment every four weeks will ensure the cell renewal process is functioning as competently as possible. This means dead skin and debris will not stay on the skin for too long. A monthly treatment will also allow a regular quench of hydration and serum infusion, so you will maintain a healthy glow.
Skincare is a long term commitment. The SkinBase Hydro process does not end when a course is finished, so you should retain Hydro clients to continue to provide them with healthy skin. Results from Hydro treatments can be long lasting provided the skin has the right care and attention. However, the skin is constantly renewing itself and continually ageing. We recommend regular maintenance sessions after completing a course to maintain results and keep skin in great condition. So, ensure your clients know about this during the initial stages of the client journey, and you are more likely to retain them once their course is over.
Retention strategies can be simple. Once your client finishes their course of treatments, ensure you make efforts to maintain the rapport you have developed with them. Book them in for their first maintenance session at their last treatment to make the transition to once a month as easy as possible. Offer support and advice between treatments, and keep up to date about the health and appearance of their skin. Offer recommendations and expertise if they require it, such as directing them to other treatments to enhance their results. If you also offer SkinBase Collagen Lift, you could recommend a course of this too. Keep loyal clients up to date about new treatment launches and other business updates, so they feel valued and important.
Trust is the foundation of building long lasting client relationships. Clients who trust you and your business are more likely to remain loyal and stay with you. Clients who trust a brand are also more likely to move into the next stage of the customer journey: advocacy.
To maximise the effects of your treatment and to make sure you protect your skin, there are a few things you should do in the days or weeks following your treatment. Immediately post-treatment, your skin is likely to be more sensitive than usual so avoid harsh cleansers, active ingredients and scrubs. Due to the added sensitivity of your skin, you should also avoid direct sunlight for several days following your treatment to protect your skin. We recommend cutting down on caffeine and avoiding alcohol after your treatment, to ensure maximum hydration and blood flow. There are a number of steps we recommend you take on an ongoing basis to care for your skin and prevent skin concerns from developing again over time. Cleanse, exfoliate, stay moisturised and hydrated and protect your skin from the sun with SPF.
The Hydro treatment is an excellent option if you wish to reduce the appearance of discolouration. The peel solution gently exfoliates away the top layer of the skin during the treatment, allowing superficial pigmentation to be shed. Choose to have the brightening serum infused into your skin to combat hyperpigmentation. The serum contains Ethyl Ascorbic Acid (vitamin C), Kojic Acid and Glycine Soja which help to fade pigmentation, providing antioxidant and anti-inflammatory properties.
In the advocacy stage, happy clients choose to stay with your business, and also take it one step further. Using word of mouth, clients are actively promoting your business to their friends, family and colleagues. There is no better endorsement for your business than happy customers who want to spread the word and support your business. So, all the effort you put into getting clients to this stage is positively impacting the other stages of the customer journey.
Clients must be truly satisfied for positive word of mouth to take place.
You can benefit from your hard work and take advantage of the advocacy stage by setting up a referral programme within your business. Encourage existing clients to recommend new clients. Around 90% of clients believe referrals are more trustworthy than advertisements from the business. You can reward existing clients for their loyalty, maintain the positive, trusting relationship and get new clients in the door.
As we’ve mentioned, the SkinBase Transformation of the Year 2024 competition is happening right now. Happy clients are the perfect case studies to enter into the competition. Share their fabulous Hydro results, and reward their loyalty with the opportunity to win vouchers and a Caribbean holiday! To get started, you need:
To enter the competition, post your images into the SkinBase Therapist Group within the calendar month to compete in the monthly competition. The entries chosen by the public and other SkinBase Therapists will go through to the end-of-year final. Remember - you’ve got to be in it to win it, and there's not long left!
When posting your before and after images and entering the competition, you need to include:
You can earn a free promotional WEEK by becoming an advocate for SkinBase! If you love your SkinBase machine, the service you receive from the SkinBase team and the results you see with the treatments, then spread the word. As a thank you, we will give you a free promotional week to use, and will also waive the weekly minimum charge for that week.