Your office regularly provides patients with facials and procedures that address their skin concerns. In the treatment room, you apply a product to their face or back and tell them about it while the product works its magic, and then they go home feeling refreshed and looking better.
But wait — we missed a step. They need to take home a product to keep up the good results over time.
The Role of At-Home and In-Office Skin Care
It’s easy to forget that the vast majority of skin care users infrequently come in for a treatment; instead, most buy products in-store or online for at-home use. This is important to remember: skin care gives best results when used daily over a long period of time, not just in a one-off office visit or procedure.
While an office treatment or facial may help them look great, the results don’t sustain themselves — the patient needs to keep working on preserving their healthy skin. A few weeks after their treatment, their skin will come back to an equilibrium that depends on their daily maintenance, not their procedure. This presents an opportunity for you to deliver more value.
Products for At-Home Use
So the important question is this: what products should patients be using at home every day?
The answer to this question will be different from patient to patient based on their skin type, goals, age, and countless other factors. But as a general rule of thumb, they’ll probably benefit most from products similar to what they used in the office.
This is one of the main reasons CosMedical offers both retail and professional (backbar) size products for your brand: patients can come in for a treatment or facial, and then take home the same products for continued use.
Masks like our Pink Clay Purifying Mask or Hydra-Firm Gel Mask, for example, make excellent in-office treatments. They’re both quick interventions to make a radical improvement to a patient’s skin. We recommend having these products on backbar in your office for facials.
But what’s even better is to offer these products at retail-size too, so that your patients can continue doing mask treatments at home, recharging that healthier look so that they look better for weeks and months, rather than just days.
Complementing Procedures & Increasing Sales
Having both retail- and backbar-size products helps you translate a patient’s office visit into longer-term results. It allows you to offer more value, and to increase your sales in the process.
The next time you help a patient with a mask treatment off your backbar, tell them what product you’re using and why it works, whether it’s hydrating, full of antioxidants or vitamins, pore-cleansing, or something else.
As their procedure and visit come to a close, make sure your staff informs them that they should take home the same product for continued use — it shouldn’t just be a one-off deal. And point the patient in the direction of the product in your storefront to help them conveniently find and purchase it.
Building Regimens
At the end of the day, there are tens of thousands of skin care products on the market available to your patients. Building a regimen that works is quite a headache, and they’re eager to hear your recommendations as their trusted provider. When patients visit your office, you gain a key opportunity and advantage to help them choose your private label brand over all others: they can try, sample, and ask questions about your product, building their trust in the results that you can deliver.
When your patients come in for treatments and facials, make sure they know that they can (and should) take home the same products for daily at-home use to build on their results, and take advantage of this opportunity to offer more value and increase your brand loyalty.
Learn more of our merchandising tips in this article next.
