We catch up with Michelle Goldsmith, international educator for PCA Skin.
Tell us about your beauty-career-to-date and why you chose that path?
As a teenager, I suffered from acne. Back then, there was little known about the skin and much of what my dermatologist told me to do at the time is now known to be harmful. For example, being put under a sunlamp (most dermatology practices had one back then), all while being on tetracycline.
I had always had an interest in skin, biology and adult education; so after my children got older, I wanted to explore some new professions. I enrolled in aesthetician school in September of 2002 in Scottsdale, Arizona. When PCA Skin came to my school to introduce us to their product line – as many others did as well – I realised they were the only company that offered a complete educational course in their products. I took the eight hour class at PCA Skin’s corporate offices and realised immediately that this was the company I wanted to partner with in my career.
PCA Skin was the only product line that was able to tell me how and why certain products worked within the skin, rather than just telling me how great they were. In short, they were able to provide the science behind their formulations. Little did I know my career would expose me to so much, while enabling me to combine my love of skin, biology and adult education. Since that time, I have had the opportunity to contribute to industry publications, educate consumers and thousands of skin health professionals and perform treatments on thousands of different skin types and conditions around the globe.
Why are you so passionate about the skin?
The skin is our largest organ yet so little is understood about it – especially by the general public and the consumer. When I am able to see how many lives are improved by educating clinicians and consumers about proper skin health, it simply fuels my passion. Ultimately everything should be about our patients, and caring for and educating them on what works and what doesn’t. My passion follows me wherever I go, in whatever I am doing. On several occasions I have had other passengers on airplanes ask about proper SPF use, vitamin A and other “mysteries” in the skin care industry. As a visual representative of PCA Skin, I feel that whenever an opportunity arises to give people some simple answers, it is another way to help them.
How long have you worked for PCA SKIN?
I have been with PCA Skin since 2003 – a little over 10 years!
What does your job involve on a day-to-day basis and how much travel is involved?
When I am in the office I work with technical support – our clients call in with questions and I am part of the team that educates them and answers their technical questions regarding treatments, skin concerns, patient concerns, etc. I also work with our editorial team in developing articles for both trade and consumer magazines. I work closely with our international teams, and also research and assist with creating educational PowerPoint presentations. I have written for trade magazines. I travel about four times a month, with each trip being two to four days on average.
Why is education fundamental to the brand?
PCA Skin is known as a leader in education, helping to sift through the industry “noise.” PCA Skin educates the clinician and provides the “why” when it comes to ingredient mechanism of action, and how products address the various points of condition and disease pathways. Simply put, education is power. Without proper and continuing education, there is no foundation on which to grow your business or educate your patients.
What does your brand training involve?
We educate on the disease and condition pathways of the common skin conditions treated, such as acne, hyperpigmentation, sensitive and ageing skin. It is imperative to have knowledge regarding what is taking place in the skin – not just on it – in order to treat it properly. Clinicians must have an understanding of the various skin types and how they respond to active treatments. Furthermore, we cover ingredient mechanism of action, and how specific ingredients work to suppress various points in skin condition and disease pathways. Once the clinician is armed with this information, they will ultimately be able to treat various skin conditions on a variety of patients. In turn, this creates trust in the clinician and increased patient compliance.
What teaching methods do you find to be the most effective?
I feel that hands-on training is very effective, as skin clinicians are very tactile. It’s also important to provide analogies to pass on to their patients. Analogies help to explain what is really happening in the skin so clinicians can set realistic expectations in a simple way that makes sense to the patient.
What do you enjoy most about your job?
When an attendee in my class lights up and says, “I finally get it! I’ve heard this explained a million times and now I finally understand.” Then I know I have done my job and it literally fuels me, making me want to continue to do what I do.
In which ways have you worked with The International Association for Physicians in Aesthetic Medicine and The International Congress of Esthetics, and how did that come about?
I have educated for IAPAM when they come to Arizona for their monthly sessions, and I have also known and worked with the founder for many years. I also continue to educate the attendees after they have started working with us by helping with their orders and answering technical questions. I have presented several workshops at the International Congress of Esthetics and have staffed our booth, working with and getting to know the various clients who are interested in and are working with our brand.
What is unique about PCA Skin’s products/treatments?
We are known as the gold standard in chemical peels. We are the originators of the first modified and enhanced Jessner’s Solution, which has been documented in medical journals. We are a condition-focused brand and we understand each person’s skin is a “canvas” painted by their DNA, product and lifestyle choices, so we can supply clinically tested and proven formulations for all skin conditions and Fitzpatrick skin types. We formulate for the unique skin conditions of each patient and don’t rely on just one ingredient or formulation for everyone. We formulate with several blends to address specific skin concerns for each and every patient that comes through our clinicians’ doors.
In which countries is PCA Skin products available?
PCA Skin products are currently distributed in Australia, Canada, China, Greece, Hong Kong, Indonesia, Israel, Netherlands, New Zealand, Norway, Pakistan, Philippines, Poland, Russia, South Africa, Singapore, Taiwan, Thailand and the United States.
Which are your favourite products?
Intensive Clarity Treatment™: 0.5% pure retinol night. This product addresses all of my concerns, like uneven skin tone and a breakout-prone complexion. It’s a product I cannot live without! In addition, the Après Peel Hydrating Balm, which is a night time hydrator, is perfect for my combination, ageing skin concerns.
What’s next for the brand?
PCA Skin has a lot coming up through the pipeline; including new product launches, product reformulations and additional educational opportunities. We are always staying on the cutting edge of science to provide our clinicians and their patients with the best, most effective professional and daily care products, as well as the most up-to-date information on ingredients and mechanism of action.
Visit www.advskin.com.au or call 1800 648 851 for further information.