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Koronczay: How to drive retail sales with facial oils

08 Feb 2016
Facial oils are good for all skin types according to Boldijarre Koronczay, president of Eminence Organic Skin Care and master esthetician, but he says mass-produced oils using mineral oil in the past have given them a bad reputation.

In an exclusive Thought Leader column for Spa Opportunities, Koronczay discusses how facial oils are today undergoing a resurgence – and offers his advice on how you can educate clients to help boost profitability and sales.

How to drive retail sales with facial oils, by Boldijarre Koronczay

Skin care professionals have known for centuries that facial oils deliver incredible results for all skin types – a stark contrast to the consumer perception that facial oils cause acne and breakouts. When skin care went mainstream, mineral oil was a common ingredient in mass produced facial oils. This once-touted ingredient did make the skin greasy and congested – giving all facial oils the same reputation. The result? A significant decline in facial oil sales. Today, facial oils are experiencing a renaissance. Here are three ways to educate clients to drive profitability and retail sales:

1. High Quality Ingredients: With worlds of internet knowledge at their fingertips, consumers seek natural, organic and biodynamic facial oils. Some of the most effective and popular ingredients in today’s market include tea tree oil, sesame seed oil, lavender oil, ylang ylang and Vitamin C oil.

2. Benefits of Facial Oils: One of the greatest mistakes someone with oily or acneic skin makes is to use drying products. The skin then reacts by producing even more oil. Facial oils normalise oil production evenly across the zones of the face. Because the size of botanical oil molecules are similar to the body’s own molecular composition, the skin easily recognises the product and absorbs the facial oil instantly.

3. Application: Instruct clients to place three to four drops of oil into the palm of their hands and gently rub the hands together to warm the oil. “Gentle” is the key word here – the goal is to warm the oil without “bruising” it. Then, press the oil into the skin with an open palm. “Pressing” allows the oil to absorb with the least amount of friction.

The best marketing tip for retailing facial oils at spas is to allow the consumer to try the product! A skeptical consumer can be quickly overcome when they experience the proper application of a facial oil and witness the hydrating and balancing effects. Share some “mixology” to demonstrate the diversity of the product. Mix a few drops in with your client’s favourite moisturiser and apply – this way, the client sees how versatile the facial oil can be to enhance their existing skin care regimen. Happy selling!

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