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by Douglas Preston
One of the most rapidly growing opportunities in professional esthetics is in offering facial therapies to the vast ethnic client market. Many minority individuals have achieved considerable financial success and are absolutely increasing the demand for high-end aesthetic services and products. But becoming a credible treatment provider for this special market requires more than merely including representative photos in your spa brochure or printing “se habla espanol” in your advertisements. Experience has shown America’s minority population that their specific concerns in health and beauty are not always well understood by those licensed to serve them—a major impediment to winning the confidence and business of this important customer. How prepared are you to address and treat the varying skin conditions and concerns of your target market?
To help you gain some insight into the values and preferences of the minority client I conducted a series of interviews with individuals from a variety of ethnicities—all spa facial and product consumers. Their responses, printed here, should prove to be an interesting and enlightening lesson for the progressive esthetician.
Clara Chan, Chinese American Female, 38, Yoga Studio Owner in California:
“I’m very particular about facials and ask lots of questions to my esthetician. Some have probably thought of me as a difficult customer but I think that if I’m paying a professional to help me with my skin that person should have ready answers for the things that are important to me. So many don’t seem to or at least seem intimidated by what I’m asking, such as when I ask them the difference between the way they treat Asian and Caucasian skin. I’m trying to find out if they really know my skin type or if I’m just being given a generic facial. The more I want to know the less they like to speak to me. I’ve had facials in almost total silence from estheticians, and when that happens I feel like I’m being given a poor service. I don’t want to have to find an Asian esthetician just to think I’m getting a facial that’s correct for me—that’s not convenient because I travel so often. But it does seem that there aren’t many professionals out there that have a lot of knowledge in my skin type.”
Charise Green, African American Female, 42, Loan Officer in Texas:
“Many people don’t understand that a black person can feel very wary about a simple thing like making a facial appointment. My experience has shown me everything from nervousness on the part of my esthetician to someone that is very comfortable working with me. It’s unpredictable and that makes you wonder about what your time with an unknown professional will be like, which takes something away from the enjoyment of the appointment. I’m a very friendly and gracious person and it’s very easy for me to make people feel relaxed with me, as my career requires. Most often I have good experiences at spas but there have been a few exceptions. My skin is very oily and I get a lot of blackhead buildup, which bothers me a lot. I like to have these removed during my facial but am concerned about that now after having had some dark spotting on my skin as a result of an esthetician working too aggressively. I also keloid very easily, so I feel that I need to bring that up before my facial begins. I’m surprised how few people ever ask me about that since, as I understand it, black skin is prone to keloiding.”
Veronica Diaz, Mexican Female, 28, Language Instructor in Arizona:
“I moved to the US from Mexico City about two years ago to teach Latin languages at a community college. Having facials at a spa is something I don’t often do but I use skin care products at home and think that I take very good care of myself in that way. I’m not sure if certain kinds of products are better for my skin type of not and department store cosmetics salespeople mostly say that what they have will work for me as well as anyone. I wonder about that sometimes since all of the advertising I see for the products I use feature young models that look nothing like me at all. So far I’ve had pretty good results with the things I’ve used on my skin but I’d be interested if a company came along that seemed to have products designed for Latin Americans. Maybe the claim would only be a sales pitch but, still, I’d check them out.”
Faraj Monsef, Iranian Male, 30, Actor in New York:
“I work in a profession where many people have skin problems resulting from the heavy stage makeup we use. That stuff is not easy to remove and you always feel that you never get all of it off. A friend of mine told me about a spa in Manhattan where she gets facials and thought that the person she sees there could help me with the constant breakouts I get, maybe from that makeup. The woman that gave me the facial was Egyptian and that made me feel good because she had skin like mine and seemed to know exactly what would work for me. I see her now every month or so and the outbreaks are not as severe or frequent now. She taught me how to use a special crème on my skin before applying the stage makeup and I think that’s what is making the difference. I just found out, though, that she is planning to move to Atlanta with her husband so I’ll have to find somebody else to work with me. This is hard because we have built up such a good relationship.”
I conducted a total of 30 interviews in all, including gay and lesbian subjects who also see themselves as a specialty group that’s not necessarily well served in the spa industry. What emerged was a list of primary concerns and expectations from this group of potential spa customers. The savvy esthetician and spa owner will want to make note of them as you plan to promote to and serve the minority client.
1. Information specific to their ethnicity and skin type: Do you know who they are, what their skin is like, do you have other clients similar to them, etc? Be prepared to expertly address the customer you want to serve. America is not the “melting pot” it used to be.
2. Affinity: Will the client feel welcome in or identify with your spa? If you are Caucasian and arrive at a spa that is entirely staffed by black professionals, would you feel “at home” there? Sensitivity to the experiences of others is an essential quality of any top professional. How do you rate here?
3. Treatments specific to their unique skin conditions: Do you have them on your menu or, at least, expertise in that area?
4. Products: Clients don’t want to be seen as “generic”—they want their special characteristics to be recognized and treated properly. You don’t have to sell an “ethnic specific” product line but you should be able to expertly explain how what you offer will benefit this consumer in accurate terms.
5. Consistency: if you plan to target an ethnic customer to increase business, make certain that every service provider on your team is knowledgeable in that area of skin care, body therapy, makeup or whatever you are promoting.
With training, practice, and some fundamental education about the customers you want to attract, your spa or practice can become the destination of choice for a new additional source of lucrative business.
Start with a plan, get the information you need, and succeed.
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