Last year, I started seeing an aesthetician. I never considered myself a facial person or someone who pampered myself that way. However, a series of dermatologist visits left me feeling ignored and frustrated. I was quite intrigued when I saw the website for “ethnic and minority skin.”

The woman behind the business, whom I now call my skincare boss and a good friend, is a biochemist and researcher who also runs her own aesthetics business. Superwoman, am I right?! As my marketing hat is always on, here are things I’ve appreciated about how she runs her business and the marketing (both intentional and not) that led me to her. Turns out there’s a lot facials can teach us about marketing.

Recognize the power of referrals

The first step to me finding my aesthetician was someone posting in a Facebook group. She posted a “before” and “after” photo of herself and said something along the lines of, “My aesthetician works MAGIC! If you are struggling with skin issues, go see her NOW!”. I clicked on the website not planning to schedule a facial but wanted to see what the hubbub was about. 

Referrals are powerful not only because of the external “clout”. Positive energy can be incredibly infectious! When I went in for my first consultation, she asked how I learned about the business, and I let her know, “It was from this really excited lady on Facebook!” Later, my aesthetician sent her other patron a gift as a thank you. The lesson of thanking your clients for spreading the word is also an important one! 

Understand niche and pain points

After seeing the Facebook post about how amazing this aesthetician was, I visited her website. The first thing I noticed was along the lines of “Clinical treatments and facials for minority and ethnic skin.”1 And as a minority Asian woman, that’s my skin! I read her bio and saw she was Asian too. After visiting some dermatologists who blazed in and out of a room during my appointments, I figured she would at least have some tips for me because she was living in the same skin as myself.

During our first consultation, she explained how different skin types require specific kinds of care, and people of color tend to have a certain type of skin. My aesthetician’s audience is anyone with skin, but not everyone experiences the same problems. By narrowing down her specialization, she can speak directly to the skin issues they face. Her specialties range from finding the right skincare routine for minority skin to teens suffering from acne to those worried about their aging skin after years of tanning. What facials can teach us about marketing here is the value of knowing keywords that appeal to your audience. Using those keywords and relating to their specific pain points is a great way to grab and keep their attention.

Be authentic and build community

My aesthetician has a Facebook group for her clients who want to stay up-to-date with what she’s doing. As a biochemist, she formulates treatments and just started selling her own line of skincare. She also really likes guinea pigs, which seems random, but it’s a part of her life that everyone knows about. For a while, she posted skincare tips or product recommendations with graphics featuring her guinea!

Sometimes, running a business is not only about showing your authority, but letting your personality shine through as well. She doesn’t post all the time, and some months are quieter than others. However, it’s a safe space for people to ask questions, learn more about the science behind her treatments, and joke about how much we love peptides and stem cells.

I’m sure there are other ways my aesthetician is marketing and advertising her business leading to great results. Skincare is not one-size-fits-all, and people must adapt their skincare over time to accommodate their changing and aging skin. Marketing is similar in that a one-size-fits-all approach is ineffective, and we must adapt our marketing as our business evolves.

These are just some ways I have witnessed the effective marketing of my aesthetician’s business as a consumer, and what facials can teach us about marketing. They may seem simple on their own, but when you put them all together, you can see how each piece plays a role in my customer journey, which ultimately has led me to be a year-long customer!

Just as a facial rejuvenates your skin, a solid digital marketing strategy can revitalize your small business. If you’re intrigued by the transformative power of facials and want to apply similar principles to attract and retain customers, it’s time to take action. Book a call today, and let’s craft a bespoke digital marketing plan that will make your brand glow.

  1. I should note that her website no longer says this, which is kind of a bummer to me. But, I also understand she’s gotten to a point in her business where she doesn’t need to market herself so niche—another lesson to learn for a different post! ↩︎