You Are Not a Seller.
You Are the Professional Reason Her Skin Gets Results
Dear Skin Professional,
I wanted to say a few words to strengthen you, and to remind you of your importance, your necessity, and your power.
You have a unique place in everything related to the appearance of your clients’ skin, and in a wider sense, in the way women feel about the appearance of their face.
In recent years, professional and highly active cosmetic products have become more available than ever, especially online. Today, clients can find concentrated products, strong retinoids, TCA, high percentages of salicylic acid and alpha hydroxy acids, and even Retin A, sometimes with no real supervision at all.
Many cosmeticians feel that they are now fighting a difficult battle. Clients can buy products everywhere. They can choose popular Korean brands. They can order from websites. They can try to buy products without the “mediation” of the cosmetician.
And I am here to remind you: you are not mediators.
You are not here just to take a commission.
You are not only suppliers of cosmetic products, like a salesperson in a store.
The fact that active cosmetic products have become so accessible should not threaten you. It should not make you feel smaller. It should not weaken your position as the magicians of skin aesthetics.
A woman who wants to look better, or fix skin issues, needs you.
Exactly as a person with pain, or with a medical problem, needs a doctor.
Imagine that someone opens a supermarket for medicines. All patients with heart problems, digestion problems, or other medical conditions can walk in and choose a medicine by themselves, after asking a friend or listening to a blog.
Would they really do that?
Would they skip the medical examination? Of course not.
Nobody plays games with health. Everyone wants to feel well.
And in the same way, every woman wants to look better.
To look better means to go through a professional skin diagnosis. It means receiving the right ingredients, the right concentrations, and the right way to use them, according to your personal skin condition.
Not according to someone else’s skin.
Any cosmetician who feels worried about the huge number of products now available in stores, in duty free shops, and on the internet, should ask herself one simple question:
Why do so many stylists have so much work?
After all, everyone can buy clothes alone. People can buy from the same shops the stylist buys from.
So why do they need a stylist?
Because a stylist knows how to create results with those clothes that other people cannot create by themselves.
Here is another example.
When we cook, we have access to the same spices, the same fruits and vegetables, and the same raw materials that a chef has.
So why does the chef create something different?
Why will chefs always have work, if they use the same ingredients we use?
The answer is the same for stylists, chefs, and cosmeticians:
Expertise.
Expertise is the magic ingredient that the client does not have. If the client had it, she would not need the professional.
A woman who wants to improve the appearance of her skin needs us.
And you know what? This is not true only for very active products.
There is also a real advantage in professional adjustment of products that may seem more “basic,” such as moisturizer, serum, cleanser, and sunscreen.
As professionals, we understand these seemingly simple products in depth. We know how to choose them precisely for each client.
Not according to promotions.
Not according to “instructions from above,” like a beauty advisor in a store.
Not according to a blogger or an Instagram influencer with commercial collaborations, who does not know the client’s skin at all.
We, the professionals, know how to personalize every product for every client, separately, and each time again.
If a client finishes her moisturizer, it does not automatically mean that the smart thing to do is to buy the same cream again online.
The season may have changed.
The skin’s needs may have changed.
There may be many professional reasons to choose a different cream this time.
These are considerations the client does not know, because this is not her profession.
It is our profession.
Smart clients know how to recognize the value of this service.
And I want to speak especially to all the cosmeticians who have not yet fully understood their own power and potential.
I want to remind you of it.
Because knowledge and understanding that we do not carry inside ourselves cannot be transferred to others.
Our clients sense us in many ways, even before we start speaking.
If a cosmetician is not sure of her own importance, the client will feel it very quickly.
And the opposite is also true.
When we understand our power and our importance, the client feels it too. It is transmitted directly and clearly, almost without effort.
It comes out of every pore.
Even if we have porcelain skin.
It is our frequency.
So the first person we need to convince is ourselves.
Once this understanding becomes part of us, we are in a very good place.
We are no longer in a simple sales relationship with the client. We are in a professional, high level relationship.
The client recognizes our value.
She understands why she needs us.
She does not argue all the time.
She does not look for shortcuts.
She comes to treatments.
She cooperates.
She does not search for the cheapest option.
Just as we do not look for the cheapest medicine when we go to a doctor with a real problem. The doctor examines, decides, prescribes, and we buy what is needed.
That is the interaction.
Remember this: every woman wants to look much better, and many women are willing to do a lot to make that dream come true.
What is required from us is to recognize our own power, stay professional, keep updating our knowledge, and be able to deliver results.
When we succeed, the client will stay with us.
Because this is what she wanted all along. Not to save a little money. Not to spend time shopping.
She wants to know that she is putting her money in the right place, with the professional who can give her the result she truly wants.