Publications

  Les Nouvelles Esthetique magazine (April 2012)

HOME CARE
Expedite Treatment Room Results

by Diane Buccola

  Les Nouvelles Esthetique magazine (March 2012)

SPA OF THE MONTH
The Oaks at Ojai

by Diane Buccola

  Les Nouvelles Esthetique magazine (May 2011) 

SPA OF THE MONTH
A Hideaway Spa, Waimea HI

by Diane Buccola

At some point in our esthetic careers, most of us dream of eventually going solo or owning a day spa.  The fantasy might begin in esthetician school or could even have been the motivation for wanting to become an esthetician in the first place.  For others, the desire to go it alone is driven by the frustration or disappointment that can come with working for somebody else.  It’s that powerless feeling of not having complete control over our careers, our work schedule, our menu, our products and our sales.  So the idea is that we think we can do it better, and no doubt we can…..but should we? 

Being our own boss is a sexy and glamorous dream, for sure.  We can imagine our name up in lights or prominently displayed on the front door.  We are the captain of our ship, with lots of happy clients on board.  For some of us, those dreams really do come true.  It certainly did for me.  But behind every success story is a well-thought-out plan.

Your Goals

Firstly, you need to determine your goals regarding your esthetic career.  Do you love working with clients in the treatment room?  Is it your goal to have a Day Spa named after you?  Would you rather manage your spa and hire other estheticians to work in the treatment room?  Are you trying to juggle family life and work outside the home?  Do you like working all alone?  You need to figure this out well before opening the doors to your esthetics business.

I personally believe that working for somebody else before going solo is the fast-track way to a successful solo career.  I didn’t do it this way, and I regret it.  Fortunately for me, I was smart enough to know that I needed professional advice before starting off on this adventure, and I got it.  It was the best decision I ever made.

Being an Employee

Even if it’s not your dream job, working for somebody else exposes you to vital information that will help you later if and when you decide to go solo.  If you are paying attention, you can spot mistakes your employer is making and learn what not do to.  Analyze their front desk staff, their signage, their menu, their retail area, their treatment of employees and clients.  Make a mental note of complaints clients might have.  Sometimes identifying what is not working can be the most helpful information of all.

While working for someone else, you will be exposed to various products, supplies and equipment that you did not have to purchase yourself.  You will have networking opportunities with other estheticians and spa professionals that you will not have when you go solo.  And the best part:  The mistakes you undoubtedly will make as you learn will be on somebody else’s clients!  

And you might discover that there is something great to be said for being an employee:  A guaranteed paycheck, for one.  There is minimal responsibility, no quarterly taxes to worry about, and  clients, backbar products and reception services are provided for you, all of which results in a much more stress-free quality of life. 

Do Your Homework

So you have decided to take the leap and start your own solo business.  The safest and surest path to success is to invest in a spa consultant, be it for an hour or to walk you through the whole process.  Whatever you do, don’t make the all-too-common mistake of modeling your solo business after another esthetician or a neighbor spa. 

Once you have mastered your craft, fine-tuned your esthetic skills, and absorbed as much info as possible about how to run an esthetics business, that is the time to go solo.  It will be a smooth, easy and successful transition.  And why do it any other way?

Going Solo

To properly contemplate this option, you must carefully consider the complexity of what may be ahead for the solo esthetician.  There are the obvious responsibilities such as taxes, insurance, and licensing requirements, but there are also the daily time-consuming  -- but not profit-producing -- responsibilities like inventory control, marketing, housekeeping, bookkeeping, laundry, general overhead expenses, property leases, soundproofing, credit card processing, furniture, state board regulations, and more.  All of this will take you out of the treatment room which could translate to a drop in your income. 

I believe that the most successful solo estheticians have previously worked with other estheticians and have gained knowledge that has helped them determine which treatments to put on their menu, which spa equipment they want to purchase, and what their personal strengths and weaknesses are.  The time and money saved by figuring this all out before you open your own business is incredibly valuable.  Also, having previously worked for somebody else, you will likely have already developed a client base which is important because starting a solo business without a solid clientele is extremely risky. 

One of the unforeseen dangers of transforming from a successful solo practice to a day spa is that likely what made you a successful esthetician with a solid client base has everything to do with your presence in the treatment room.  Oftentimes when you attempt to transition your clients to another esthetician, those loyal clients start to disappear and you are left with employees standing around with nothing to do.  Alternatively, trying to run a day spa and be in the treatment room is tough.  Both require a huge commitment which can ultimately result in a very stressful situation. 

Queens of our Castle

Fortunately we have chosen a career that for many of us will continue to thrive even in challenging economic times.  However, no matter how many businesses you have owned or managed in your previous careers, the esthetics business is different.  It’s important to embrace that concept before going solo.  I have heard many consultants who market themselves as “spa consultants” give the same advice that would be given to any business from a car wash to a diner:  “Get out there and market yourself, hand out your business cards, offer discounts.“  I expect these spa consultants are not estheticians and probably have never actually owned a successful day spa.  We are in a business that is intimate and emotional.  Our success depends on our relationship with our clients, and if your focus is primarily on the constant pursuit of new clients, then you are spinning your wheels and missing the point.

Once you have done your homework, spent time in the trenches of the esthetic world, identified your goals and the level of responsibility you are willing to assume, you are ready for the life of a solo esthetician or day spa owner.  In your own place, you can surround yourself with all of the things you love.  Your creativity can flow as you design your menu, choose your product lines, and chose the paint color for your walls.  It is such an exciting time and you will be so proud of your creation.  It will be a moment in time that you will remember forever.  So give it the respect and care it deserves.

    Quoted in Les Nouvelles Esthetique magazine (October 2008):

  According to Sacramento, CA, based esthetician Diane Buccola, owner of www.spabizboard.com and director of California National Aesthetic Spa Network (NASN):

"Post-graduate education is the single most important element in the creation of an exceptional esthetician. The spa business has exploded in popularity over the last several years and has resulted in an enormous increase in estheticians, but it is only the exceptional ones who will have long-term successful esthetics careers.

A future exceptional esthetician comes out of esthetician school already searching for more information. Those skin care and spa professionals are easy to spot because you will see them again and again at any educational opportunity that they can get to. As the director of California’s NASN, which offers free educational opportunities in various cities, Buccola can’t help but wonder, “Where are the rest of the estheticians in this area? Why aren’t they here attending this free event?” But the exceptional estheticians are there, every time. It is true: The more you learn, the more you earn."

  Dermascope Magazine (2008)

DARE TO INSPIRE
‘men•tor: A trusted counselor or guide'

by Diane Buccola

For many of us, it was a complete surprise to learn upon graduation from esthetician school that we were not adequately trained to compete in the rapidly-changing world of esthetics. We discovered that we were entering our new careers without the competitive edge. And to make matters worse, we found that the field of esthetics was under increasing attack by the medical profession……and for good reason. Under-trained estheticians are making mistakes and people are having bad experiences, sometimes even resulting in injuries.

In the age of “Extreme Makeover,” feeling good about ourselves has become a lot more complicated. Not long ago, hairdressers in beauty shops did basic facials on the side, although their emphasis was on hair and nail care. Today, however, skin care has moved into the health and wellness arena and the very popular but relatively new field of esthetics has emerged as the fastest-growing service industry in the world, according to financial and marketing experts. And the potential for growth is limitless.

Thanks to the Baby Boomer generation, and its desire to maintain a youthful appearance, our treatment rooms are filled with middled-aged Baby Boomers and their children who are in their twenties and thirties. We see medi-spas popping up everywhere, and hair salons have jumped on board. There are spas on cruise ships, in luxury hotels, and in department stores. Stores that specialize in skin care products are sprouting up in malls and on television.

What that means to estheticians is that opportunities are endless for the well-trained and qualified among us.

“Although the basic cosmetology program is still the program with the greatest enrollment, there is an increase of interest in esthetic or skin care programs. Since last year, there has been an increase in enrollment of esthetics of over 18% and an increase of over 50% since 2000.” **** (The Future of our School, Industry Trends Revealed, Lisa D. Shapiro, M.Ed., www.NAACCS.org)

One of the biggest challenges facing our profession today is that too large a proportion of estheticians receive a sub-standard core education. Coupled with the antiquated licensing requirements in some states, the result is a major quality assurance problem. Compounding the problem is that although most states require estheticians to hold a specific license, some states also allow cosmetologists to perform esthetic procedures with little more than a couple of days training in skin care.

The unfortunate result of this inadequate education is that there are estheticians providing services that are beyond their appropriate scope of practice. Whether they just don’t know or just don’t care, providing these services without the proper training puts the client and our whole profession at risk. Things could change, however. It is the position of the National Coalition of Estheticians, Manufacturers/Distributors Association (NCEA**) that skin care should be removed from the cosmetology scope of practice and license. “Due to the scientific and technological advancements in the skin care industry today, the Licensed Esthetician with a minimum 600 hours of training should be performing skin care services.” (www.NCEA.tv)

NCEA has also set forth the position that all states that regulate the skin care industry should mandate a minimum of 12 hours of Continuing Education Credits before an esthetician can renew their license. Currently only six states have this requirement. *

So while we can’t force new estheticians to seek out continuing education opportunities, we can at least offer them the benefits of our experience. The reality of the situation is that without further post-graduate education and peer support, we will lose the battle with the medical profession, and esthetic procedures as we know them will become extinct over the course of the next decade. Therefore, it is imperative that we firmly grasp the concept that we are all in this together, and we are only as strong as our weakest link. Our collective reputation is at stake, not to mention our careers.

Some seasoned estheticians might be hesitant to help, fearing that mentoring a new esthetician is comparable to grooming a future competitor. But those of us who have been in the business a while know that what brings a client to a particular esthetician involves many things, such as personality, customer service, location, price, specialty services, age, areas of expertise, marketing techniques, etc. So the worry that you may be helping to create someone who will out-perform you is unfounded. Rather, the opposite is true. Mentoring is an investment in your future, and you might find that it adds an element of fun to your work routine.

The really good news is that these days there are more and more resources for continuing esthetic education, and it’s important that we spread the word to the esthetician community. The fact that you are reading this article means that you already understand the importance of furthering your esthetic knowledge, and therefore you have a lot to offer a new esthetician.

Fortunately, in the last couple of years, message boards have been created which provide a platform to ask questions and discuss various aspects of esthetics and the spa business in general. On these boards, you will find many dedicated contributors and mentors including estheticians, magazine editors, product reps, teachers, authors, and other various experts. Many estheticians claim that they have learned more on the message boards than they ever did in esthetician school.

Our trade magazines are a fabulous resource for us to keep in touch with what is new and exciting in the world of esthetics as well as where to find continuing education classes and trade shows. This vital information is especially important because sometimes we get so locked up in our treatment rooms that it’s easy to lose touch with what’s happening outside of our treatment room door. The magazines are doing all of the research for us, and all we have to do is read!

There are trade shows all across the country at various times of the year. It’s a great way to interact with other spa professionals and in some cases choose from over 200 classes and visit over 1000 manufacturer’s booths, all under one very large roof.

The esthetic business is only as strong as the people working in it; therefore, it is in our own best interest to offer a hand up to the new estheticians following in our footsteps. Exposure to a seasoned esthetician can do many things for a new esthetician or even a current student of esthetics. For example, it can stimulate questions in their minds such as, “Am I willing to do all that it takes to be a solo esthetician, or a spa owner, or should I work for someone else?”

And it can also provide answers to important questions such as, “Do I need my own liability insurance?” (Yes!***) Many estheticians mistakenly believe that because they work in a spa, the owner’s liability insurance automatically covers them; however, that is not necessarily true. You have no control over an owner’s liability insurance coverage, and often no specific knowledge which of your services are covered by the policy and which may be excluded. It is also doubtful that you would be made aware should that policy lapse and/or be cancelled due to non-payment of premiums.

In other words, there are many hazards awaiting the new estheticians as they begin their careers. And in the long run, their mistakes affect us all. So here are some ways you can help:

1.   Participate in message boards and spread the word about them.

2.   Read as many trade magazines as you can, and then pass them on to a new esthetician with the request that they do the same.

3.   Contact the local beauty schools and volunteer to mentor one graduate one day per month, or whatever your schedule permits.

4.   Invite the senior esthetician students to visit your treatment room so they can get a taste of the real world of esthetics.

5.   Spend a couple of hours at a trade show helping a new esthetician navigate the vendor floor.

6.   Offer to help a new trade show attendee sort through the mass of literature collected from the various vendors.

7.   Offer to speak at your local beauty schools about your experiences as an esthetician.

8.   Alert new estheticians in your area to upcoming continuing education classes.

9.   Send copies of educational opportunity flyers to the local esthetician schools.

10. Talk to new estheticians; let them ask questions and offer encouragement whenever you can.

Hopefully someday soon, the beauty schools and the state licensing boards will catch up with the high-tech and ever-changing world of esthetics. But until then, it’s up to us to raise the standards of our beloved esthetics business so as to ensure ourselves a recession-proof and lucrative career.

There has never been a better time to be in the spa business. And what we do with this amazing opportunity is completely up to us!