Professional Beauty chats to Shellie Pearson, owner of Asthetique Skin Care, about running a successful business, keeping staff happy and advice for those pursuing the same path.
Owner Shellie Pearson began her career in insurance banking – a far stretch from the beauty industry but extremely helpful when it came to running her own business. After three years of travelling overseas, Shellie returned to Australia and completed a Diploma in Beauty Therapy after realising that life is too short to be wasted on unsatisfying careers. As a constant battler with her troubled skin, she followed her heart and decided to invest herself into helping other people with skin conditions. A few post graduate courses later, she took over Asthetique Skin Care in Shepparton, dedicated her life to skincare and the rest is history.
What motivated you to take over Asthetique Skin Care?
Asthetique Skin Care has been in operation for over 20 years when I was given the opportunity to take it over. After having troubled skin most of my life and struggling to control and correct it, skincare became my real passion and it is definitely what inspired me to take over Asthetique Skin Care. I realised that destroying the skin’s natural barrier with continual intense treatments was not helping, but in fact making things worse. My passion then turned to sharing my knowledge with everyone and also to work with other brands who share the same vision – which is where Reika and Simone from Dermaviduals came in.
What is Asthetique Skin Care’s point of difference?
Our biggest point of difference is our honesty and approach to treating the skin, treating everyone as an individual. There is never the same answer for any two clients. Not only do we treat our clients’ skin, we also educate them about what is happening with their skin and how they can improve and prevent conditions from occurring in the first place.
It is important to us that our clients have realistic expectations when it comes to correcting their skin conditions. We spend one full hour with our clients for their initial consultation. Not only do we establish their concerns but we decide what treatment program they require and what home care they need, including their skin care routine and lifestyle. Home care not only includes skincare products but internal supplements as well. It is just as important to treat the skin from the inside as it is from the outside.
Describe your salon, who are your customers?
We have 3 treatment rooms plus a tanning and infrared detox room. It’s nice and intimate. The clinic is located in an old Victorian style house. It has a homely but distinctively paramedical feel to it. We don’t offer relaxation treatments such as a massage or body treatment – we’re all about achieving real visible skin results.
In terms of our customers, the majority are women but we are seeing a definite increase in men. One of the best things about operating a 20 year old business is that we can have up to 3 generations of the one family coming in. It’s lovely, like a big family.
Tips on retaining clients?
I think it’s important to treat clients just as you’d expect to be treated yourself. There is still a certain amount of ‘old fashioned’ service that we all like and it is important that it is provided. For example, a follow up phone call after a treatment, a birthday card in the mail, not in an email etc.
Again, honesty and integrity also go a long way when it comes to your clients!
Biggest challenge facing the beauty industry?
The biggest challenge is the ever-changing trends the beauty industry faces. Most of them are just that – trends, and not necessarily good for the health and integrity of our skin. Our job as therapists is to determine what is what.
Due to the increase in marketing in our industry and the desire to look your best, clients always seek the latest in technology and products. It is our job to ensure we provide our clients with these, ensuring we are able to tell the difference between what is fact and what is fiction!
What does education mean to you?
Education is of utmost importance to me. I believe in professional development. All my staff have attended various post graduate courses on the skin and they are all currently studying online along with attending courses provided by Derma Aesthetics (the distributors of Dermaviduals). I ensure a certain amount of time is allocated for this, during clinic time. You are only as good as your staff!
What brands do you stock and why?
Implementing a professional skin care range into your clinic is no easy task. It took me 3 years of dedicated research and trials to find the right products to fit with my values. During my research I kept going back to Dermaviduals. I’m very pleased with my decision. It is a fantastic product, which is true to what I believe in, as it not only treats all skin conditions but also works on preventing them from occurring in the first place.
As well as being a great product, the company is fantastic to work with. I have developed an open and honest relationship with the Derma Aesthetics team. Their ongoing support and training is second to none.
We also use Jane Iredale mineral make up which provides great coverage without compromising the health of the skin.
Visit www.asthetiqueskincare.com.au or call (03) 5822 1833 for further information.