“Treatment is important to the business. Technology drives the growth of the business; but part of the market is telling me they’re scared to go in to salons. We, at Ella Baché, can handle this. Our Ella Baché therapists are educated to provide serious skincare with an approachable personal authority”.
Meredith Schaerf – Dermal Therapies Coordinator, who sits over product innovation as well as the development and education for emerging technologies across the retail and academy staff, wrote an IPL certificate to arm the Beauty Assistants/Therapists with the skills to support Ella Baché going to the next level where products and technology combine. The team looked around the world for the best machinery and the result is a device that provides a treatment that is customised to each skin type. “We are seeing amazing results,” says Pippa.
Beauty media had small group sessions with Meredith where she demonstrated the device as a non-invasive way of (importantly) stimulating collagen. Results can be seen after six treatments (no more than two weeks apart). Skin looks retexturised. Service price is $220.00 with no down time. Available at Ella Bache, David Jones.
MEREDITH SCHAERF GOES DEEPER…
What does the device provide the customer with that she’s not already getting from the Ella Baché therapist?
“The device enhances the effects of the treatment by using Intense Pulsed Light (IPL) technology. This, combined with advance ingredient technology delivers extreme cell regeneration to firm and re-texture the skin, over a series of treatments. This protocol means the therapist is able to achieve enhanced results and stimulate skin function to a degree that is not able to be reached by manual methods. The IPL light works by introducing a controlled heat into the skin, which will cause an increase in fibroblast activity, producing more collagen, elastin and glycosaminoglycans. This leads to textural changes including reduction in pore size and fine lines, firming and lifting, and overall improvement to the appearance of the skin. The IPL treatment works synergistically with the Ella Baché ingredient technology, to further boost the effects of the treatment.”
How are you introducing the device to customers?
“Introducing IPL to customers is easy as most who want to boost their skin will love the treatment combined with IPL. It leaves the skin feeling firm, toned and hydrated. Over a series of 3-4 treatments there will be a noticeable improvement to skin condition, and it is particularly effective for targeting fine lines and general laxity. All clients undergo a thorough consultation to assess suitability. The 1 hour collagen stimulating facial involves cleansing, light exfoliation, intense pulsed light treatment of the skin, followed by the application of luxurious collagen boosting masks and serums. The IPL works by using targeted light energy to stimulate collagen synthesis. Specialised skin cells called fibroblast will be stimulated, and produce more collagen, elastin and glycosaminoglycans. The treatment is very relaxing and includes a neck, shoulder and décolletage massage during the mask. During the IPL, the client’s eyes will be covered with goggles to protect from the bright light, and they will experience a comfortable heat during each flash.”
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.