Masks, serums, spf and exfoliants – every product has its fifteen minutes of fame at some point in time, and now people are going mad over moisturisers.
You read that correctly, moisturisers!
Have we not been preaching about moisturisers since we were merely a budding beauty therapist in beauty college!? Well therapists, this is your time to shine – Clients are on board the moisturiser train and it’s fast making its way to your treatment room.
First stop, education.
There are three principles that separate moisturisers which you can share with your client, helping to provide the correct recommendation for their skin.
Occlusive: Occlusive ingredients create a superficial barrier on top of the skin which help to prevent water loss and allow for protection from external irritants. Moisture can’t escape very well, nor can it penetrate this barrier. Occlusive ingredients include Zinc, Balms, Waxes and silicones which feel a little more dense and thick on the skin. Occlusive moisturisers are great for sensitisation and sensitivity while also helping with dry skin types.
Emollient: Emollients come in the form of creams, gels, lotions and ointments and work to help the skin feel more comfortable as they aid to soften the skin. Spreadable lipid application is beneficial for ageing concerns to nourish or for clients using soap, a high alcohol or astringent based cleanser or toners to replenish lost oils. Emollients are your mid-weight moisturisers great for normal skin or clients who don’t have particular skin concerns. Emollients you may be familiar with are butters, oils, esters and fatty acids such as colloidal oatmeal and shea butter.
Humectant: One of the three you’re probably more knowledgeable with, Humectants work by attracting water and binding moisture to the skin. The lightest weight moisturiser, Humectant based products are crucial for dehydrated skin as they replenish the water content which can be disrupted through transepidermal water loss otherwise known as TEWL. Common humectants include aloe vera gel, hyaluronic acid, vegetable glycerin, honey, sorbitol, lecithin, and of course – water.
Second stop, boosting their results.
The retail world has gone mad over moisturisers and are adding in serum like ingredients and botanicals which claim to ‘custom-blend’ your moisturiser.
As we know, the molecular weight of any given moisturiser is aimed largely to sit on the surface of the stratum corneum, however if retail brands are pumping up their moisturisers to sound like superheros, then we might as well jump on board, only do a better job at it, by providing them with professional ingredients.
Focus your conversation with your client around their moisturiser such as;
“Layer a targeted serum underneath your moisturiser prior to application for a direct superboost of ingredients”, or “Mix one pump of your serums of treatment oils into your moisturiser for added hydration or nourishment.”.
Clients will love the fact that you have customised their moisturiser to suit their concerns!
Third stop, retailing right.
Clients will come into your space specifically influenced to purchase a moisturiser. Rather than showing them the one that is good for their skin, use this opportunity to provide them with a complimentary skin analysis.
This way you can take the client concern, confirm it with your findings, educate your client and prescribe additional products to help as a solution.
Ensure every moisturiser is purchased with the addition of their ‘boosting’ serum or sun protection and let them know that the benefits of their retail purchase can be amplified if they return for a treatment with you – simple!
Rather than be filled with ego about the moisturiser madness, let’s keep it our famous little secret that we’ve been telling them this for the last 10 years and let them be excited by the new trend, after all, you’re the moisturiser expert – lucky they have come to the right place!