The goal is to advance the spa industry by educating the public about professional treatment and lifestyle benefits, and the difference between the products recommended in the spa versus those in a drug store. However, to be effective and credible resources, we must first know the answers ourselves.
THE RISKS OF DIY The concern is that DIY treatments are encouraged to the masses with information not always sourced from a licensed technician or doctor, and the unknowing consumer jumps in without understanding the seriousness of their health conditions such as diabetes, chronic illness or auto-immune disease. But it is a double-edged sword. Unlike getting a massage or facial in which a client history and evaluation form is filled out, these evaluations are not common practice for the nail department, which supports a lack of understanding of the importance of these parts. Unless manicurists have taken advanced training, they do not know how to properly assess client hand, foot or nail health— then service them accordingly.
If a licensed manicurist doesn’ t understand that even the slightest abrasion of the skin can be an entryway for microbes which could lead to infection, especially in someone with a compromised system, how can a consumer understand that? If we in the profession ourselves don’ t understand how chronic illness impacts the way we care for a client, how can we expect the media to report or advise on anything other than general instruction? If we don’ t know what differentiates a good spa product from a drugstore product, how can we articulate the real benefits or recommend why it’ s the right product for the client?
” Why doesn ' t the media partner with licensed, credible manicurists for consumer home care tips that are accurate, safe, productive, and that support what we do, not devalue it?“
Having recently tested positive for an auto-immune disease myself, I asked Paul Nash, my own naturopathic doctor about this, and he, too, was quick to point out the concerns when a“ lay person does not recognize the true nature or seriousness of a particular problem.” He agrees that mass instruction leaves gaps in explaining the risks of infection from improper tool use, or the spread of infection from inadequate tool cleaning. Not even family members should share tools or files.
When asked about media influences, 30-year beauty veteran and licensed manicurist Lydian Flash of Austin, Texas says,“ Information accuracy varies with the media, sometimes it’ s good but more often, their information is not correct or is incomplete.” When asked how she feels about the economic influence, Flash says,“ Many are dealing with hard economic times. We have to raise our prices to continue providing excellent services because, like everything, our expenses have also gone up. We’ re providing more than just a service. We’ re providing them with education, teaching them to care for themselves properly— it’ s about more than a color on the nail.”
BRIDGING THE INFORMATION GAP No editor wants to knowingly report inaccurate information. Likewise, no spa professional wants to be thought of as less than an expert in their field. However, the amount of time put in does not proportionately translate into being an expert. Real expertise is achieved over time, through multiple channels, and digging deeper than just the surface. It requires education, dedication and a desire to achieve a level of humble excellence that benefits everyone— from the industry, the media to the consumer.
For manicurists, real education, whether we want to accept it or not, takes place outside of school, and it is very much the responsibility of the spa or salon to provide that. It is where perceived importance originates. In spa, continuing education should be a priority investment with each staff member viewed as a valuable player in daily and long-term credibility and success.
We also need to make being the“ goto experts” for the media a priority. Simply start by creating spa bio’ s, and include the most qualified staff members in each department. Highlight achievements and credentials that make them qualified to become sources of accurate or verified information. Let the media know you are there to provide expert insights when relevant opportunities arise. With consumers often hanging on to every word of these media professionals, this can be an excellent way to ensure the information is accurate and presents all aspects of the spa / salon experience, including home care in the most productive and supportive light. ■
DO YOU STRONGLY FEEL there is misinformation regarding proper home care vs. DIY treatments? Let us know your views. Send your response to Pulse.
December 2011 ■ PULSE 49