Eighteenth birthdays are a milestone event, but perhaps even more so for businesses. Sydney renowned skincare hub The Clinic recently reached its 18th year. Reflecting on how the digital influencer favourite (which has Nadia Fairfax, Pip Edwards and Eleanor Pendleton among clients) has maintained its reputation for so long, co-director Kaye Scott talks her top tips for a beauty business to thrive.
- Specialise at the start
Since the beginning, we have wanted to perfect a treatment/service before adding any new ones. We started with laser hair removal and now offer a full range of skin treatments, such as Fraxel, IPL, Thermage, chemical peels and injectables. Our skin specialists are all registered nurses or doctors, which is important in understanding the skin and how best to treat it. We focus on real results for our clients and won’t ever sell them something that isn’t right for their individual concerns. - Embrace social media
Social media is so prevalent with our clients, it’s where we have to be. We have some great ambassadors that we work closely with and through the power of social media, enable us instant reach to a much wider audience. This year we hired a digital marketing manager, Zoe Rolls, who has been amazing in transforming our business to a more digital model, which is what our clients want. - Ecommerce is the future
Our big focus is growing our online store to bring quality, cosmeceutical products to the masses. This year we developed an online skin consultation form that generates product recommendations specific to individual skin types and concerns. This is important especially for our regional and international clients that don’t have access to the right cosmetic services or information. - Personalisation is key
Our clients come to us with all types of skin concerns. This is why our initial skin consultation is so important – to understand the different skin concerns and what is causing them. The common goal is being able to go makeup-free and be confident when doing so. Each face is different, so there isn’t one magic cure! - Take note of millennials
We do notice our client base changing and we are servicing a much wider range of age groups. For example, the millennials are taking a much more active interest in their skincare than their baby boomer counterparts when they were the same age.
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