Diversifying Salon Services

Light therapy is defined as exposure to specific wavelengths of light for a prescribed amount of time to treat specific health conditions. But, to a growing number of customers, light therapy simply means clear, rejuvenated and youthful-looking skin. LOOKING FIT recently spoke with salon owners to learn how their customers are responding to this relatively new treatment, how salons are marketing light therapy, and what benefits can be gained by offering this ancillary service.

Light therapy is an effective treatment option to reduce the visible signs of aging and acne. Compared to many other high-end cosmetic therapies, these treatments are quick, painless and inexpensive. Unlike many of the intense wavelengths used by medical professionals, those used in salons are non-aggressive and interact gently with the skin's superficial layers.

Blue light wavelengths are anti-inflammatory and red and infrared light wavelengths enhance circulation. Both can be used individually or in combination to diminish visible signs of aging and acne. Treatments can increase collagen production and healthy cell turnover, and can target and eliminate acne-causing bacteria that clog follicles and glands, causing infection.

The wavelengths are non-laser, non-thermal and non-ablative; and therefore the treatments do not require operator licensing or certification and can be performed by salon employees. Importantly, this type of cosmetic procedure does not cause downtime, discomfort or pain, making it a popular choice with both veterans of cosmetic procedures and novices alike.

Customers must correctly choose the light therapy treatment that will help them achieve the skin results they want. Therefore, salon owners and employees must be confident in their knowledge of the benefits of this service to help customers take the next step toward beautiful-looking skin.

Few skin conditions cause as much physical scarring and emotional hardship in adolescents and adults as acne. Commonly caused by pore-clogging bacteria resulting in infection, the condition is conventionally treated with topical and oral therapies including skin exfoliation, sulfur, alpha- and beta-hydroxy acids, benzoyl peroxide, antibacterial products, Accutane®, antibiotics, etc. However, these treatments are not 100-percent effective and often come revenue streams revenue streams with their own set of problems, including skin dryness, flaking, hyper-pigmentation, increased sensitivity to light, etc.

In contrast, certain light wavelengths can purify follicles and glands by destroying acne-causing bacteria while having a calming, balancing effect on oil production.

We live in a society where aging gracefully is regarded as "letting yourself go." Unfair or not, the fact remains that a radiant, youthful appearance can have a positive impact on a person's career, social life and self-image.

Many are hoping to erase the telltale signs of years spent squinting, frowning and smiling, not to mention years of poor skincare habits. Fortunately, anti-aging cosmetic procedures have never been more popular, socially acceptable or available. Salons that offer light-therapy treatments should appeal to customers concerned with skin already showing signs of aging and to those concerned with prevention.

Understanding the structure and function of the skin can help salon owners educate customers on the benefits of light therapy as an anti-aging treatment. As skin ages, collagen and elastin breaks down and gravity begins to take its toll. The result? Fine lines, wrinkles, discoloration and loss of firmness. Additionally, skin can be damaged by pollution, harsh soaps and chemicals, cigarette smoke and poor diet.

Science has harnessed specific light wavelengths to help restore skin's beauty and rejuvenate its overall appearance. Anti-aging light therapy can increase collagen production and trigger skin's repair mechanisms.

The following salon owners share their success stories about how light therapy has helped diversify their services, appeal to a broader market and have a yearlong, steady source of revenue.

Elite Physique thrives on service diversity, which makes Lumiére Light Thérapie a perfect addition to our salon. It allows us to offer premium services to our clientele while generating steady year-round income.

We provide new and existing customers with a Lumiére brochure that includes before-and-after photos and a list of regime options.

We've had very positive feedback. We take before-and-after photos of every client to document improvements, which helps increase client retention. As with any service, light therapy will work better for some than others. Those who see significant results tend to continue using it.

We held a Lumiére Light Thérapie special weekend event that we publicized via direct mail. We also regularly promote through education, brochures and video, as well as on the local advertising in phone books, radio and trade shows.

We've seen a 25-percent return on investment which we attribute to light therapy being so new to our industry.

—Slade Moffat, owner 
Elite Physique 
San Angelo, Texas 

 Light therapy has been an additional source of revenue, an additional service to existing customers and it has pulled in new customers.

Although many skin conditions can benefit from light therapy, my customers use it primarily for the reduction of fine lines and wrinkles.

We currently target existing customers from our membership database, but I believe the real potential is probably from people who have never been to our salons before.

The trick is finding a cost-effective way to get the message out.

We advertise by mailing postcards to existing customers, offering them a free session. We also have advertised though direct marketing with Valpak and a local newspaper.

We have had positive feedback from customers; most that have completed a light-therapy regime have been very satisfied with their results.

—Grant Miller, owner 
Sun Your Buns 
Erie, Pa.

Light therapy adds another service and dimension to my business. I also have an aesthetician working for me, but there are some things these treatments can do that she cannot. And yet, it doesn't cancel out her services, it complements them.

A huge benefit of the Lumiére unit is that it doesn't require hiring someone with special qualifications to administer treatments.

I find that light therapy offers something for everyone, and everyone benefits. My nine hair stylists get credit for up-selling the treatments, and their customers are pleased with the results.

In the past six months, we've done extremely well. During this time of year, business tends to be slower, but I've been very happy with the response we've received. Demand is all over the board.

—Michele Hathorn, owner 
Classy Cuts & Tans 
White River Junction, Vt.