Summer Season. What does it mean for you?
Seasonal fluctuations are to be expected in any industry, and aesthetics is no different. Peaks and troughs are challenging, and the summer holiday period can be quite the rollercoaster for some. Many practitioners and clinics report an increase of bookings around June as patients carry out last minute summer holiday preparation. The number of injectable treatments that deliver almost instantaneous results rise, as do body shaping and cellulite-smoothing options as patient rush to boost their confidence before their summer break. However, over July and August, things quieten down as regular patients take well-deserved breaks in the sun. This leaves practitioners and clinics with a reduction in revenue, a drop in bookings and the added stress of worrying about their business, especially during a cost-of-living crisis. If all of this sounds familiar then keep reading; the solution is to be proactive rather than reactive.
Why does it go quiet?
Not every patient takes a summer holiday, and even if they go away for a couple of weeks that still means they are at home for most of July and August. So what stops them coming into clinic as frequently? It can be a number of things. The cost of a holiday, flights, a new wardrobe, spending money and the expense of dining out each night soon mounts up. No matter how hard someone has saved up, a holiday puts added pressure on an already overstretched budget. When patients fly back from their break they have to absorb the overspend. They do that by cutting back on ‘less essential’ expenses, which which may translate as less frequent visits to have aesthetic treatments and a reduction in spend even when they do book their appointment.
This drop in patient numbers happens every summer and there are steps you can take to prepare for this. Some practitioners bank the money from busier times prior to the summer season and use the increased revenue to offset the drop. Some only allow staff to take holidays during the quieter months which means they save in paying wages to cover their absence. A few even close their clinic for a month of the summer, saving expenditure on staff wages and running costs. But if these options don't appeal to you then, there is another way. You can thrive during the summer months by creating pre- and post-summer holiday packages.
» Contact your skincare provider and see if they have any travel kits or sample sizes you can provide to patients who sign up to your pre-holiday packages or create your own. Remember! Patients don't just travel for pleasure so there could be a market for travel kits with the business demographic all year round «
Stage 1. Pre-holiday wants and needs
People want to look and feel their best when they go away, regardless of the type of break they choose. They may be socialising, sightseeing or relaxing in beautiful surroundings. Perhaps they are more active and have booked excursions, or plan to spend their time jet skiing, swimming or snorkelling? Maybe it's a clubbing holiday or a destination wedding? Whatever the type of trip, they will want to look and feel their best. They also want to take plenty of photographs of their trip to share with friends and family so the better they look, the more confident they'll feel in front of the camera.
As an aesthetic provider, you should already have an understanding of your patient demographic. Who they are, what they want and their usual average spend. If you don't have this information, take some time to assess your client base before moving forwards with this process. Once you know who you are treating and why, put yourself in their shoes and start imagining what holiday preparation they may need as it goes way beyond a ‘bikini body package’.
Facial treatments
Let's start with skin. Those who suffer from skin concerns such as rosacea, psoriasis or acne will want it under control for their holiday and it's often a challenge keeping their skin healthy and happy. Sun exposure, excess heat and humidity can throw skin out of whack, triggering flare ups that can affect confidence and mood. Even if your patient isn't prone to outbreaks or redness, rich food, excess alcohol and sun exposure can play havoc even with the most well-behaved skin. What can you do to help your patient prepare their skin for these challenges? Consider targeted treatments that strengthen the skin barrier and get things under control. Increase the use of any LED therapy and encourage regular medical-grade facials that cleanse and hydrate the skin a few months prior to their break. Be sure to educate the patient on any possible triggers such as sun exposure, pool chemicals, heat, alcohol or spicy foods that may cause a flare up when they go away. Put together a medical-grade skincare bundle and provide a cheat sheet they can refer to whilst on holiday. Your patient will appreciate having your advice and the relevant products to hand which will minimise any skincare emergencies.
Everyone wants clear, hydrated, radiant skin that glows. They'll also want to have the confidence to wear a lighter base on their skin and even go make-up free while away. After all, nobody wants make-up sliding down their face when they are in the pool or sightseeing. An attractive pre-holiday package that will appeal to most demographics should focus on minimising blemishes and dark spots, reducing the appearance of under-eye circles and shrinking pores. Regular facials, microneedling and mild peels can help with skin tone and texture. As microneedling and peels can trigger undesirable pigment changes if mixed with sun exposure, be very mindful of timings. Keep peels mild, needling more shallow and ensure there is a minimum of 14 days between their last treatment and their trip, ideally longer. Mesotherapy and skin boosters are both sun-safe ways to boost hydration and improve tone, so those may be a preferable option if you know your patient may be tempted to tan. Package up a sun-protective skincare bundle to take away with them. Why not include a sheer CC or BB cream with added skincare benefits to enhance the skin when they go out to dinner? Keep the skincare regime simple so it's easy to follow. Patients are more likely to adhere to it whilst away.
» … have a menu of post-holiday packages that repair any damage caused by sun, sangria and slap up meals! It will be more attractive and cost-effective for the patient if you package up and market the post-holiday options under a different umbrella «
Older patients will want to look refreshed and more youthful on their holiday, so recommend a package of skin tightening courses to tackle laxity, fine lines and wrinkles. Radio frequency is colourblind, so a good choice prior to a holiday as it won't sensitise the skin. Remember the best results start to show 12 weeks post-treatment, so if they haven't quite left enough time to fully benefit, be sure to manage their expectations. Combine this with anti-wrinkle treatments and dermal fillers, and your patients will jet off looking as rested as they hope to feel after two weeks in the sun. Younger patients, especially those planning a more social holiday will want to be selfie-ready and have their lips and cheeks looking their best. Safety dictates that you should leave a minimum of 14 days post-filler before going away, just in case there are any complications, so start educating these demographics so they understand when they need to book their pre-holiday appointment.
Body treatments
If you are a provider of body contouring treatments, then the run-up to summer should be a busy time for you. Your patients may want prepare for their trip by reducing unwanted pockets of fat, smoothing away cellulite, tightening sagging skin and toning up their body. Results from body treatments take time so these packages would need a minimum of four weeks, preferably longer, to deliver the results your patients want. As with all treatments, manage their expectations. The excess fat didn't happen overnight so it's not going to disappear overnight either.
The right devices can tighten skin, lift and shape buttocks, build muscle and improve the appearance of cellulite. Even if the patient doesn't plan on revealing all on the beach, bear in mind they will be wearing fewer layers and may feel self-conscious about problem areas. As well as the typical ‘bikini body’ packages, don't forget key trouble spots such as the upper arms, décolletage and legs. Consider cleansing and hydrating treatments on areas prone to spots such as the chest or back. If you don't have devices in clinic, what type of injectables can you use to help them achieve their goals? Fat dissolving injections, skin boosters, threads and even mesotherapy can all help improve body confidence in the right candidate.
Skincare bundles
Regardless what treatments you provide, it is important to sell skincare as a standalone option as well as part of a pre-holiday package. Even patients who already purchase skincare from you will need some adjustments, switching from a cream to a lotion or skipping products that may be problematic in the sun. Are they really going to follow their usual seven-step morning and evening protocol while away? Now is the time to create bundles of multi-use products your patient can use on holiday. Fewer steps to remember means your patient will most likely adhere to it, plus it will take up less room in the luggage. Contact your skincare provider and see if they have any travel kits or sample sizes you can provide to patients who sign up to your pre-holiday packages or create your own. Remember! Patients don't just travel for pleasure, so there could be a market for travel kits with the business demographic all year round.
Step 2. Post-holiday packages
It is important to encourage your patients to return to clinic once their holiday ends so they stay on track with their treatment plan. The most effective way to do this is have a menu of post-holiday packages that repair any damage caused by sun, sangria and slap up meals! It will be more attractive and cost-effective for the patient if you package up and market the post-holiday options under a different umbrella. Plus, there's a lot to be said for having something to look forward to post-holiday to counteract the blues.
» Pre- and post-holiday packages won't help you tackle the summer slowdown unless you tell people about them. Write a blog post to talk about the benefits of the packages, post on social media and send out a newsletter. Incentivise your team to talk about and sign people up for the packages and make sure you have literature in clinic in the form of brochures, posters and even a short video loop «
Just as you did with the pre-holiday packages, put yourselves in your patients' shoes when designing post-holiday packages. Think long and hard about what they really need. Money may be tight so whatever you package, it has to show real value and benefits to appeal. Imagine your patient has spent the last week or so relaxing poolside, sipping cocktails, lying in the sun and dining out every evening. Apart from some happy holiday memories, what unwanted ‘souvenirs’ in the form of skin damage and/or figure flaws will they bring back with them? How can you help them get back on track?
Post-holiday facial treatments
Let's start with their skin. No matter how diligent they have been with their SPF, their skin will be dehydrated and suffering some damage from sun exposure. Patients may may notice their skin feels more dehydrated with a change in texture, perhaps a flare up of dark spots, dryness or open pores. Chlorinated water can cause irritation and dryness that leads to flaking and redness. An excess of rich and indulgent food and drink can result in breakouts or trigger rosacea. You have the knowledge, skill and expertise to help your patients and rescue their skin, so create unique post-holiday packages specifically designed to provide the exact solutions they need.
Offer your patients a post-holiday skin analysis consultation to discuss the next steps they can take to reverse the damage and get their glow back. If you have a skin analysis device, you can use the images to educate the patient on any hidden changes not visible to the naked eye and discuss ways in which the treatments you provide can deliver results. Although some patients may prefer a standalone treatment such as a peel or a hydrating facial, others will see the value in a course of treatments using a combination of modalities and select a package from your post-holiday menu.
If the skin is dehydrated from alcohol and sun exposure, package together moisture-infusing treatments to return that glow. Skin boosters, peels and hydrating facials would result in improvements they can see and feel. If a patient has significant sun damage, then a more targeted package using more aggressive peels or energy-based devices will be necessary.
Post-holiday body packages
Admittedly, now that the patient has had their week in the sun they may be less focused on any changes to their body, especially as they can now cover things up. That's not to say there won't be people wanting a recovery package as there will, but instead of only providing body shaping packages, focus on how your patients may feel post-holiday. A lack of regular exercise, calorific cocktails and dining out may have left your patients feeling sluggish and when combined with the effects of flying (especially long-haul) they could be suffering from fatigue, water retention and bloating. What treatments could you offer that would help them eliminate excess water and feel less bloated? Manual or mechanical lymphatic drainage is perfect for draining away toxins and fluid and you could package that with a facial peel or LED treatment at the same time. If you provide any body shaping treatments for the abdomen that involve movement of the applicator then you can sell the benefits of the lymphatic drainage as well as skin tightening or fat reduction. Consider adding proven nutritional supplements to your offerings. Collagen drinks or medical-grade fasting kits may be just what your patient needs to get them feeling re-energised.
Step 3. Skincare adjustments
What worked for your patient prior to their summer break may not be up to the job post-holiday. When you have that consultation on their return, it's important to discuss swapping out some key products for more hydrating or targeted products until the skin has recovered. Now is a great time to remind them of how much they have invested so far in their aesthetic journey and how important it is to get back on track.
Get the word out
Pre- and post-holiday packages won't help you tackle the summer slowdown unless you tell people about them. Write a blog post to talk about the benefits of the packages, post on social media and send out a newsletter. Incentivise your team to talk about and sign people up for the packages and make sure you have literature in clinic in the form of brochures, posters and even a short video loop. Can you help your patients finance the packages in some way? If you don't already work with a finance provider, look into it. Patients may prefer to spread the payments and it helps them budget. Make it easy to say yes and consider a special pre/post package combination offer with even bigger savings so you can secure their return to clinic sooner rather than later.
Conclusion
The summer slowdown can be avoided if you get creative with packages that cater for the wants and needs of the holiday market. It's not just about bikini bodies and top-ups of toxin. It's about skin health, preventative bundles and minimising any long-term damage from the sun. Don't overlook the post-holiday market either. Patients want to have something to look forward to post-trip, so don't neglect this wonderful opportunity to repair the damage and get them back on track. After all, it's their long-term aesthetic journey and you have the skills and expertise to deliver what they need.
Key points
- Don't overlook the post-holiday market. Package together treatments that provide an instant boost as well as long-term benefits to encourage your patient back to the clinic.
- Open the channels of communication and educate your patients about your pre- and post-holiday packages. They need to know about them to benefit from them.
CPD reflective questions
- Where are you missing opportunities to help your patient prepare for and recover from their annual summer holiday? What gaps are there in your existing treatment menu that would be beneficial to fill? Can introducing something new also enhance other treatments too?
- How can you package together treatments that meet the specific holiday needs of your patients? Make sure that the treatments are sun-safe and provide added value-for-money.
- What travel sets are available from your chosen skincare provider? Can you create bespoke bundles of multi-purpose products that your patients can take home with them?