Aesthetic treatments

Hunt for
Non-surgical treatments
are on the rise and they can
prove incredibly profitable.

perfection
Professional Beauty shows
you how to put
everything from Botox to
body sculpting on your menu

making
Our experts
Dr Patrick Tracey
Bowler Bell

your own
is the is a
medical pioneer
director of for
Court personal
House Clinics and the reinvention and an

medispa
co-founder and fellow of emotive beauty
The British Association specialist. She is a
of Cosmetic Doctors. He cosmetic dentist and
is the co-founder of advanced aesthetic
Cosmeceuticals, and practitioner and a
launched Vitage, his own member of Birmingham
range of anti-oxidant University Prep Panel. Aesthetic treatments can offer a financial boon.
corrective products in Bell is a speaker for the
2004.  He is the author of BDA and is also a Sara McCorquodale reveals the facts
The Nervous Girl’s Guide validator for Botox and
to Nip & Tuck. lectures for Q-med.

F
Kevin Rajiv or many spa and salon owners, Kevin Turnbull, CEO of Spa Finder
Turnbull Grover the popularity surge for Botox Europe, believes including these treat-
is the chief is a and fillers means that they will ments is a prudent move, because the
executive consultant feature on their menus soon – if demand for them will not cease. He
of plastic they don’t already. While having this says: “We’ve seen a significant rise in
SpaFinder surgeon procedures was once a secret of the demand for aesthetic treatments –
Europe, the European with a Harley Street prac- smooth-faced, they are no longer taboo, from Botox to teeth whitening – as well
arm of the largest spa tice. He graduated in and medispas are all over the UK. as the availability of facilities targeting
marketing company in medicine with a triple In 2003, the British Association of fitness, anti-ageing and lifestyle.”
the world. He worked in distinction from the Plastic Surgeons (BAAPS) reported it
the luxury automotive University of London, had injected 10,200 patients with Botox Rise in interest
sector prior to joining won a scholarship to that year. At this point, the word itself Tracey Bell, owner of four eponymous
SpaFinder and has an Harvard and was wasn’t even part of the British vocabu- aesthetic clinics in Liverpool and the
extensive marketing awarded a Hunterian lary. And, although there has been no Isle of Man, agrees.
background and has Professorship from the recent statistic released to show its “We have seen an 18% rise in treat-
spoken at industry Royal College of growth, the number of people subscrib- ments in laser, non-surgical and
events throughout the Surgeons. He sits on the ing to it is likely to be six digits. medispa. People can buy effective home
UK and Europe. council of BAAPS. These days, Botox, fillers and laser kits for facials and peels, so now they
procedures are associated with main- want more from their treatments –
taining a youthful look while avoiding therapeutic visible results,” she says.
the surgeon’s scalpel. They’re so accept- “We have also had a 52% increase on
contents able in Western society that even Kylie product sales, such as skincare take-
32 How to create a successful medispa Minogue admitted to being a fan in an home products and mineral make-up.”
33 Our experts in aesthetics for this issue Elle interview this year, an admission The potential growth and financial
34 The best ways to market your non-surgical that proves they’ve gone mainstream. benefits are undoubted. However, con-
treatment menu verting a facility from a spa trequires
36 Why medi-wellness centres work worldwide Left: Face Etc says it gives clients the VIP more than just hiring a practitioner
38 Put it into practice: how three businesses treatment and above: Tracey Bell has seen who is handy with a needle. Initially,
have made medispa work for them an 18% increase in non-surgical solutions says Turnbull, potential medispa

32 Professional Beauty August 2009 www.professionalbeauty.co.uk www.professionalbeauty.co.uk August 2009 Professional Beauty 33
Aesthetic treatments

providers need to find out what their

target consumer wants.
“Do basic research,” he says. “If you
think your clients would be interested
in nutritional advice – ask them.”
Sourcing a quality practitioner to
administer the treatments is vital. Nigel
Mercer, president of BAAPS, says:
“Anyone injecting Botox or any type of
filler has to be medically qualified. A
nurse who works with a doctor can do
the injections, but only following a con-
sultation with and a prescription from
a doctor. Anyone who wants to offer
treatments should try to work with
their local plastic surgeon.
“Without this, the procedure could
go wrong and have terrible side effects.
Main pic: Chelmsford’s The patient could be on medication
Wellness Clinic positions that reacts badly with the treatment or
itself as an expert in the they could be allergic to it. Also, if the
local press while (below) Botox is injected in the wrong place it
Cranwell House offers could leave someone unable to chew
relaxation and results for three to four months.”

“Make sure whoever is providing these

services, such as injectables, for you
will give exemplary follow-up service,
especially if something goes wrong”
recently successfully completed this such as premature ageing and acne so
process. She accredits this to hiring an they can prescribe appropriate prod-
aesthetic consultant to assist her and ucts and services.  If you are offering
dogged determination. She says: “It’s a doctors’ services, such as injections,
lot of paperwork and you have to be then make sure whoever is providing
fully committed to providing these these services for you will give exem-
treatments before you start. It’s some- plary follow-up service, especially if
thing I was extremely passionate about something goes wrong.”
Operators providing laser treatments and knew I could handle quite well. Bell also offered her advice. She says:
have to be registered with the Care “Introduce one thing at a time, watch
Quality Commission (CQC), previously Words of wisdom out for costs and contracts. Also make
known as the Healthcare Commission. The basic steps of opening a medispa sure you have your budget set and
Before a potential medispa achieves or introducing such treatments into an prices for advertising and marketing
registration, it is vetted. The CQC existing facility are fairly simple. But, your new services are in place.”
assesses the people wishing to provide there are a few words of wisdom rook-
the service – including practitioners ies would be well-advised to heed to Financial incentive
useful
websites and managers. It also rates the suitabil- guide them through the process. So, with care, your spa could become
ity of the premises and the services. Dr Patrick Bowler, consultant plastic that of the medi variety. Just make sure
r www.cqc.org.uk To register, business owners must surgeon, explained the pitfalls that your customers want the treatments
Confusing site, but pay a non-refundable fee that is often trip up new medispas and how to and you have a good enough adminis-
the info you need is in dependent on their type and size. The avoid them. He says: “One mistake tering practitioner to avoid law suits
the “Guidance for process lasts for eight to 12 weeks. many businesses make when calling and aesthetic disasters. These proce-
Professionals” The registration form can be found themselves a medispa is to over-prom- dures are increasingly popular and the
section online and applicants must also pro- ise and under-deliver on results. Man- potential financial incentive is huge,
r www.baaps.org.uk vide additional documentation, such as aging expectations is key to what we do with clinics able to charge upwards of
More of a “Find a employment reference, proof of qualifi- in the medical aesthetic field.   £300 for a session of Botox, depending
surgeon” service, but cations, a recent medical check, a finan- “When selecting products and serv- on location. And as the stigma once
does have interesting cial reference and proof of registration ices, look for independently verified attached to these kinds of treatments is
articles on aesthetics at Companies House. Applicants must clinical studies that have a ‘double rapidly diminishing, people are more
r www.surgery.org also be checked by the Criminal blind’ element to ensure the products likely to be open to them. Catchy tunes,
US site with compre- Records Bureau. If successful, sites will live up to their claims. Ensure your gold hotpants, the character Charlene
hensive procedure be inspected by CQC every five years. teams are sufficiently trained in their in Neighbours – and now acceptable
details and photos Charlotte Nial, proprietor of Cran- treatment procedures and knowledge injectables. We’ve a lot to thank Kylie
well House in Ingatestone, Essex, of the causes of various skin conditions for, that’s for sure. PB

34 Professional Beauty August 2009 www.professionalbeauty.co.uk