Professional Beauty July/August 2019

CYNOSURE
What has been your most popular device for the
beauty market over the past 12 months?
“The market continues to show a high level of interest and
investment in Radio Frequency (RF) technology to treat
a wide range of indications as well as body contouring/
skin tightening. This includes both the Vivace RF Needling
device to treat anti-aging, scar reduction, and general facial
skin tightening, to the latest non-invasive RF platform,
TempSure, for overall skin tightening of the face and body.
These devices offer a different approach to skin tightening.
VIVACE - The beauty market in particular has adopted
Vivace as the go-to needling device due to its high level
of client demand and client comfort, ease of use, and
minimal downtime. Clinics who have previously owned/
used a needling device have enthusiastically commented
on just how much better their clients find the Vivace. Their
clients improved level of comfort and results has ensured
an increased level of repeat business and revenue.
TEMPSURE - With the launch of TempSure, clinics now
have the highest powered RF technology for treating the
face and body. With a range of treatment handpieces,
clinics can now customise a treatment program for each
client and have the added benefit of having an intelligent
device that monitors temperature real-time, thereby
making the use of the device simple while providing
predictable, repeatable treatment results. With Therapeutic
Logic Control (TLC), the device will not begin treating
the area until the required temperature level is reached and
then once reached, the system automatically maintains that
temperature level for the exact period required to get the
best clinical outcome. This built-in intelligence eliminates
operator error and allows clinic owners to very easily
delegate the treatment of clients across multiple operators
within the business without having to compromise the
clients results. For medi-spas, the TempSure platform also
provides a women’s health applicator for treating intimate
areas, a growing area of business for many clinics.”
The home-use beauty device market is growing exponentially
around the globe. What are your thoughts on this trend and how
has it affected your business?
“This trend is not new and has been a constant over the years.
Although there are a number of home-use devices being marketed
and a reported increase in their purchase and use, the overwhelming
statistic is that most consumers still prefer to have their professional
services performed in clinic. A lot has to do with the experience as well
as the perception that home-use devices are lower powered for more of
a maintenance program as opposed to the more powerful professional
offering. There are also a number of in-clinic procedures that cannot
be performed at home; these would include treatments such as
RF Needling, PicoSure skin rejuvenation and tattoo removal, body
contouring, etc. This being the case, there has been no impact on our
business; we continue to see year-on-year double-digit growth through
the investment by clinics in Cynosure’s technologies.”
What is the best advice offered to your clients to ensure they
receive a return on their investment?
“You have to be fully vested in the investment being made. Understand
why you are investing in the technology, how it fits into the existing
business i.e. is the investment due to an untapped opportunity for
growth? is it a strategy to maintain existing clientele and attract new
clients to the business, etc. Ensure that the pricing model for treatment
offerings is market related and adds value to the client. Look to engage
your clients in an improvement program and not just one-off treatments;
you want to be able to build loyalty within your client base and use this
loyalty to upsell/cross-sell the client into other treatment offerings within
the clinic. Identify your target audience (demographic) and position the
treatment offering in such a way as to meet their unique requirement.
Having chosen a Cynosure technology, the clinic staff and operators
within the clinic can have confidence in the quality of
the product and delivering on the treatment results
being promoted.”
Dennis Cronje
Managing Director Cynosure
www.cynosureaustralia.com
TALKING POINT
SALON INSIGHT
How do you combat the discounting threat of the larger franchise networks?
“Simple - don’t offer the same services! Ensure you have a ‘Key point of difference’ and reinforce in all branding of your business.
My key point of difference is my expertise in skin education which is evident in the bespoke skin programs I offer. Each program is
customised to the client and updated every 3-6 months depending on their program.
Invest in regular Education: attending webinars, seminars, in-clinic and training events, help establish expertise in your key point of difference.
Invest in quality not quantity: Investing in cutting edge technology and becoming an expert in the results I achieved. I have established a
key point of difference that has provided me with substantial growth in clients and business.
I have had such success with the Vivace from Cynosure and this has seen significant growth within my business.
Some of the most successful clinics and salons in our industry are not franchise business, they specialise and brand
their key point of difference, whether that is: facials, manicures, or aesthetic skin treatments.”
Skin by Sarah Hudson
Sarah Hudson
Skin Practitioner
www.skinbysarahhudson.com.au
PROFESSIONAL BEAUTY | 69