Tell us how you are coping in this changing environment?
Our industry is full of amazing people with big hearts who are focused on health and wellness – when times are uncertain and changing, it is important for us to do all that we can to help each other. In business, it is persistence and tenacity that will prevail. We will ALL do what we need to do to help each other out; anything. Everyone wants to get back to their local shops! Sure, people are making online purchases out of necessity, but I truly believe that
as soon as we get the green light, people will be out in force to support local and appreciate the small things with so much gratitude. The personal touch will always be well received. Kindness and compassion are leading the way in this changing environment.
At Derma Aesthetics, we are focusing on mentoring our clinic owners and supporting them however we can. Our partners have really pulled together during this uncertain time – you can see them brainstorming ideas and sharing the highs, as well the lows, in our Derma Family Facebook group. Encouraging out of the box thinking on how our partner clinics can add value to their clients while they spend so much time alone at home is a big part of my day at
the moment!
One of our company core values is positivity, which seems essential in the creative process at the moment! Everyday our
team is looking for ways to help our clients and industry colleagues to create new ways of doing things, despite the ever-changing environment. We’re lucky to have a team that cares for our partners as deeply as they do.
What strategies have you put in place to cope with the changing beauty industry?
To support our partners clinics, we released the Derma Stimulus Package, where our clients received a discount on their account balances and can also save on product purchases made. By all accounts, this made a big difference to our partners.
We have also made education easily accessible online, so our partners can use this time to refresh their knowledge or learn something new! We’ve got lots webinars and podcasts in the works, where we are collaborating with an array of experts in fields such as business, marketing and skin.
We are encouraging our clinics to conduct online or phone consultations and provide product deliveries. By not allowing online sales, dermaviduals users still need to go through their favourite dermaviduals clinic to purchase their products, which is a wonderful guarantee in these uncertain times. Online consultations keeps our skin treatment therapists as the experts and allows for skin journeys to remain largely uninterrupted for the consumer. For our clinics that were/are unsure of this practice, our BDMs are spending time with them to train them, after all the virtual clinic is the new norm! If doctors are doing it, why can’t you? Initial reports on the fashion and luxury categories since the outbreak of COVID-19 states that transactions have largely stayed ahead of their 2019 numbers (source: criteo.com), which reminds us that our clients want to feel good. Make this easy for them by consulting with them while they are self-isolating at home and having their favourite products delivered to their doorstep! A lot of our partner clinics are also providing home care facial packs, with detailed tutorials on how to use them – another great way to keep your clients engaged with their skin treatment plan! If you’re offering online consultations, ensure your digital presence reflects this. Update your website homepage, your social media channels and keep reminding your clients that you are still there for them! Connection is irreplaceable – now more than ever.
Any advice to other businesses out there during this challenging time?
What we are seeing unfold in the world is just so unfair! Part of the challenge is no one knows how long this will be for, but one has to think the closures may just last months. This will mean acting very quickly to reduce costs and not waiting to see what is around the corner. From heart-wrenching discussions with staff about taking leave – or leave without pay, to seeking rental hibernations from landlords, moratoriums on any lease payments and trimming every cost you can, whilst thinking of new ways to pivot and adapt your revenue stream all has to be done in this instant.
We are in uncharted waters and I most certainly don’t have all the answers but we are doing our best to be on our best game. Communicate with your clients – let them know you are still open for business. Whilst largely at home, your call to discuss their skin health will be welcomed. Add tips they can do to tweak their home care – they will doubly appreciate the effort you go to in clinic next time around when they can go back to having you look after their complete needs in clinic.
Keep your social media presence up – now is not the time to go quiet! I mentioned earlier how important connection is right now and I cannot stress it enough. If you’ve been hesitant to get on camera, now is the time to work through that fear. Your clients may need to be reminded that there is a human behind your business that is not only there for their skin needs but also needs the support of their clientele. Consider collaborating with other local businesses to offer isolation packs with a twist! When you have quiet time in your business, work on it
– review business plans, adapt marketing strategies, update treatments and treatment menus and ensure your policies and procedures are up to date and relevant. This way, when things return to normal, you’ll hit the ground running! Just remember, we’re in this together and we’re stronger together.
Visit the #BEAUTYSTRONG hub at https://www.professionalbeauty.com.au/beautystrong/
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