5 minutes with… Emma Coleman

In May we caught up with Emma Coleman, Aesthetic and Dermatology Nurse who has just launched a new skincare range. 

Emma told us about how she’s keeping her client’s engaged during isolation, what we can expect in her book and how she see’s the future of aesthetics looking after lockdown.

There is no doubt that since the lockdown client’s skincare concerns are elevated. How are you helping clients with their skin without being able to see them in person right now?

I am doing online consultations and promoting these through local listings, social media and in my newsletters. I am also doing lots of blogging with content on things that people can do at home, even including family activities that people can do with children. The subject I’ve chosen for the blog focuses on stepping up skincare at home, general information and advice. I have also been using Get Harley, which is helping me get products out to clients that I can’t see right now.

I’m really interested in the data around diet and skin and it’s something I’ve researched a lot.  I am always advocating different juices, meals and food groups people should be eating to help them. I also recently wrote a comment on hair masks, about what you should be using on your hair to encourage it to grow. I’m recommending things such a raw coconut and items that my clients are likely to already have in the house.

We were excited to see you had started writing a book. Can you give us a snippet of what we can expect?

I have been working on my book for a while but the break in seeing clients has helped me get it ready to start sending out to agents. It’s about a consultation which I developed a couple of years ago which I used with my aesthetics clients and can be spread out to dermatology. It assesses client’s physical wellbeing as well as their psychological and general wellness. An example of how it can be used in aesthetics is looking at people for their suitability for treatments. We all get those clients who are getting a bit addicted and there could be something going on inside.

The book also covers an element of anti-ageing and the ravaging effect stress can have on skin even short term, so it’s looking at a wholesome approach of things. I find it’s a good way of getting people to talk and tell me more. It’s an extensive consultation.

Post isolation, what sort of challenges do you expect to see?

I think generally the aesthetics industry will be incredibly busy for a period. I think during lockdown people have had had the time to thing about what they want doing. People have had time to look in the mirror and they have had time to look at themselves during zoom calls and so they are aware of what treatments they’re looking forward to.

But as the aesthetics industry is considered a luxury not a necessity, I think after an initial rush, I am expecting things to tail off a little bit. I find my business quite seasonal anyway based on Christmas and Summer – but that might be different this year. There will be a change and it is the unknown but we just need to adapt to the change.

How do you ensure business continuity during these unusual times?

Keep the communication open. I have a private group on Facebook which is intimate and can talk to people who are not necessarily even clients. I put unique content on there every day and I am sending personal messages to clients to see how they’re getting on. It is important to make connections personal at the moment. I am also launching a new skincare line which is now live on my website, so I am adding lots of new and fresh content there.

What is the best piece of career advice you would give other practitioners looking to start out in aesthetics?

Get your USP right. There is a lot of noise out there. In the last 5 years the market has got so much more saturated so focus on your USP. Think about what you are passionate about and put that into your business. If you put your passion and belief into your business, then your clients will feel that, and they will keep coming back to you.

What excites you about working in aesthetics?

I worked in the NHS for 20 years, and I absolutely love making people feel better and more confident. It can have a huge impact of how people function socially and professionally and in their every day lives how they feel about themselves.

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