Recent research from the All-Party Parliamentary Group for Beauty, Hair & Wellbeing suggests just 24% of individuals apply SPF daily. Instead, many adults in the UK see sunscreen as a luxury holiday item, instead of an everyday essential.

 

UV Awareness Month

July is both UV Awareness Month and Hyperpigmentation Awareness Month, and summer is in full swing, so it is a great time to really highlight the importance of SPF to your clients.

Advising Clients on Sun Safety:

The report highlighted using a sunbed before the age of 35 increases your risk of developing melanoma by 59%.

 

Marketing Tip: Help Clients Reverse Sun Damage with SkinBase

When you partner with SkinBase, you have a wide range of treatments at your fingertips, allowing you to banish client concerns and achieve better skin. When it comes to sun damage, there are a variety of SkinBase options for your clients.

note: some clients may prefer to wait until post-summer to start tackling sun-related skin concerns, but it is never too soon to help them understand their options.

Microdermabrasion for Sun Damage: SkinBase MD gently removes the outermost layer of dead skin cells, minimising the appearance of pigmentation and stimulating cell renewal, for a more even appearance. Microdermabrasion is progressive: as you move through a course of treatments, pigmentation can gradually be brought to the skin’s surface and sloughed away.

Hydro Brightening for Sun Damage: The Hydro Peel and Brightening Serum are each packed with powerful ingredients, such as ascorbic acid, kojic acid and niacinamide, that improve the tone and texture of the skin for a more radiant appearance.

Collagen Lift for Sun Damage: Photo-ageing is a major contributor of premature signs of ageing on the skin, such as fine lines and wrinkles, as UV rays break down collagen and elastin fibres. SkinBase Collagen Lift boosts collagen and elastin production within the skin, plumping and smoothing for a more youthful appearance.

  

Retailing SPF

One of the easiest ways to stay protected from harmful UV rays daily is to use a combined moisturiser and SPF product. Your clients can maintain a simplified routine and keep their skin healthy with the SkinBase Daily Repair and Protect cream.

You can call the office on 01782 770810 to stock up on the Daily Repair and Protect cream. Remember - the more you purchase, the more you save!

Marketing Tip: Summer Glow Without The Sun

Everyone wants to achieve a sunkissed glow this summer. However, if individuals do not understand the dangers of sun exposure, sun damage will be more likely. So, direct your clients to a course of non-surgical treatments to achieve their glow instead.

Recommending Retail

As a trusted skincare professional, your clients come to you to achieve their skin goals. They each want the best possible results from their treatments and so do you. Remember - homecare is just as important as anything that happens in salon. So, don’t forget to retail products that will allow your clients to achieve and maintain their healthy skin. You do not have to feel pushy. A homecare discussion is a key part of the consultation process. Value your client by making recommendations based on your professional knowledge and training.

  

SkinBase Daily Repair & Protect

Clients can indulge in the luxury of salon professional products in the comfort of their own home with the SkinBase Essentials range. Formulated with a natural blend of skin identical ingredients, your clients can restore their skin’s radiance in one effortless step. Regular application of the Daily Repair and Protect cream will flood the skin with a range of repairing, protective ingredients to ensure a healthy complexion.

Read on to find out more about the key ingredients and benefits of the Daily Repair and Protect cream, so you can communicate them with your clients.

Marketing Tip: Host An Event

Take your exclusive offers a step further with a UV Awareness Event. This is a great way to educate clients, increase bookings, and boost retail sales. You can also get some good content for your social media, to reach even more potential clients.

When planning your event, think about:

1. Whether it will be an exclusive, ticketed event or if walk-ins on the day are welcome.
2. Whether you will offer treatment demonstrations, patch tests, consultations, goody bags etc.
3. What exclusive offers you will advertise on the day - e.g. book a course today and get 10% off.
4. How you will promote your event - both online and offline. Talk to everyone who comes in, use social media, and spread the word!

Daily Repair & Protect: Vitamin E

1. Humectant & Emollient: Vitamin E helps the skin to absorb water and traps it within the skin. Therefore, the Daily Repair and Protect cream is great for those with dry skin.
2. Antioxidant: Vitamin E helps to prevent and counteract skin damage caused by free radicals, such as UVB rays, for a smoother, more youthful appearance.
3. Photoprotection: Vitamin E absorbs some UVB light from the sun, so it is a great addition to SPF skincare products.
4. Turnover & Regeneration: Vitamin E helps to bring new skin cells to the surface quicker, speeding up the turnover and regeneration process.
   

 

Marketing Tip: Prejuvenation Package - Prevent 80% of Ageing

Remember, you are not limited to just treating clients who have sun damage. Prevention is better than a cure. Create “prejuvenation” packages for each of your SkinBase treatments, and allow your clients to achieve better skin for longer. Aim the packages at clients in their 20s and 30s who want to future-proof their skin. For example:

1. The Collagen Protection Package
2. The Timeless Glow Package
3. The Glow & Protect Package
4. The Skin Longevity Package

The report indicates that habits for using SPF are poorly established in youth, as only 21% of young people prioritise skin cancer prevention. Therefore, it is no surprise that the national average age for starting a regular SPF routine is 26.6 years old, long after cumulative, irreversible UV damage has already begun.

Daily Repair & Protect: Vitamin C

1. Antioxidant: Vitamin C effectively combats free radical toxins to prevent signs of damage on the skin, and offers superior protection from UV light and environmental stressors.
2. Inhibits Melanin Production: Vitamin C prevents and treats discolouration and hyperpigmentation on the skin, inhibiting the enzyme responsible for producing melanin.
3. Anti-Inflammatory: Vitamin C soothes the skin, minimises any redness present, and also allows for greater control over sebum production.
4. Collagen-Boosting: Vitamin C is incredibly important in the collagen production process, helping to maintain optimum collagen levels.

Individuals dealing with hyperpigmentation should be extra vigilant about SPF application to avoid discolouring their skin further.

 

Marketing Tip: Free Sun Damage Skin Consultations

If you don’t want to host an event, you could choose a few quiet hours of the week to offer sun damage consultations and patch tests. Make these appointments exclusive - e.g. only x amount available - and focus on building a relationship with the potential client while you are chatting with them.

Clients seeking a treatment for sun damage may feel self-conscious or unconfident. The consultation is crucial to making them feel comfortable.

Our Sun Damage Consultation Top Tips:

1. Acknowledge their concerns & reassure them that improvement is possible.
2. Be positive & encouraging and focus on what can be done: e.g. “Your skin is incredibly resilient, and with the right SkinBase treatment plan, we can restore its brightness and health.”
3. Explain things simply, so they understand the treatment & how it will work for their skin.
4. Educate and empower your clients, without blaming them for their sun damage. E.g. “it’s never too late to start protecting and repairing your skin.”
5. Set realistic goals and expectations about the treatment course and results.

Daily Repair & Protect: Rice Oil

1. Antioxidant: Rice oil delivers a powerful variety of antioxidants, vitamins and fatty acids directly into the skin, allowing enhanced protection from oxidative damage.
2. Anti-Inflammatory: The unique fatty acid composition helps to deliver a boost of nutrients, alleviate inflammation and restore balance to the natural moisture barrier.
3. Emollient: The natural lipids within rice oil are fantastic emollients, working to seal moisture within the skin to prevent dryness and ensure a soft and supple complexion.
4. Boosts Circulation: Rice oil contains a range of micronutrients which work together to create smoother, delicate blood vessels for increased circulation throughout the body.
   

 

Marketing Tip: Sell Your SkinBase Essentials Retail

However you decide to educate and communicate with your clients, ensure you are taking the opportunity to sell your SkinBase retail products. You are not selling - you are helping!

Why Retail Recommendations Matter:

1. Clients Need Guidance: Many clients don’t know which products to use. If you don’t recommend an SPF, they’ll likely pick up the first one they see when they are out shopping.
2. Better Results = Happier Clients: The range of SkinBase non-surgical treatments work best when paired with the right aftercare. A SkinBase facial + SPF = maximised, longer-lasting results and a loyal client.
3. They Expect It: Clients book with you because you’re the expert. They want your advice on what to use at home, so don’t be afraid to give it! They don’t want to miss out on your expertise, so give them everything they need to achieve glowing skin.

Daily Repair & Protect: Hyaluronic Acid

1. Humectant: Hyaluronic Acid help to restore moisture levels within the body that are depleted by the ageing process and environmental factors.
2. Fortifies Skin Barrier: HA enhances the hydration and moisture levels of the skin, fortifying the skin barrier for a glowing complexion.
3. Major Structural Component: Facial contours soften with age, as a result of the collagen degradation process. HA helps to maintain the structural integrity, and supports the ‘scaffolding’ of the skin.
   

 

Marketing Tip: Sun Damage Myth Series on Social Media

A key element when it comes to educating your clients about sun awareness is to eliminate any misinformation or damaging myths. Many people still underestimate the effects of UV exposure, so addressing these misconceptions can help them make better skincare choices. You can do this myth-busting in person, during consultations, and online on social media to reach as many individuals as possible.

• Myth 1: "You Don’t Need SPF on Cloudy Days.”
• Myth 2: "I Work Indoors, So I Don’t Need SPF.”
• Myth 3: "Dark Skin Doesn’t Need Sun Protection.”
• Myth 4: "Makeup with SPF is Enough Protection.”
• Myth 5: "I Don’t Burn, So I Don’t Need SPF.”

Daily Repair & Protect: UV Filters

When adopted consistently within a skincare routine, by using the Daily Repair and Protect cream as recommended, UV Filters deliver a wide range of benefits that goes beyond protection from sunburn.

1. Protects, Supports & Treats: UV Filters protect the skin from negative consequences of UVA and UVB exposure.
2. Photo-ageing Protection: UV filters have long term benefits when applied daily and are the best defence against premature signs of ageing skin.
3. DNA Damage Protection: UV exposure is a known cause of DNA damage, as free radical toxins wreak havoc within the skin. Without combatting UV exposure and treating the damage, DNA mutations can result in skin cancer.
4. Improved Immune Function: Immune cells provide a physical barrier against the external environment and protect from infection and toxins. However, the cells within the skin decrease with age, and are incredibly sensitive to UV rays.
   

 

Marketing Tip: Before & Afters

The best way to tell clients about your sun damage treatments? Show them! Our wide range of before and afters from the Transformation of the Year competition are a great way to market your SkinBase treatments to your clients - especially when the results are this good! Use any of the before and after images over on the Knowledge Base on your social media pages and in your salon to show potential customers what exactly they could achieve with SkinBase. Don’t forget to credit therapists/salons where necessary.

Remember: you can enter your own before and after images into the SkinBase Transformation Of The Year Competition to be in with a chance of winning a Caribbean holiday!

Useful Resources

Remember, we have lots of resources available to help you with your marketing!

• The SkinBase Blog
• The SkinBase Knowledge Base
• SkinBase Beauty Guides
• SkinBase Skin Conditions Hub

You can copy and paste any wording from any of these resources to use in your own posts!