Nadine Dilong HydraFacial keeps growing in popularity, but did you know it is highly customisable?
Over 2 million HydraFacials are performed every year – that is one every 12 seconds (!), so it’s no exaggeration to say it is one of the most popular facial treatments in the world, counting plenty of celebrities as die-hard fans to keep their skin looking fresh and glowing. From a practitioners’ perspective, HydraFacial presents a great opportunity to keep patients coming back on a regular basis as well as offer them a quick and easy ‘lunch time’ glow-up with no downtime.
“We have over 50 patents on our technology,” says CEO of HydraFacial’s parent company BeautyHealth, Andrew Stanleick. “I think part of our secret is not just the patents, but the unique relationship we have created with our aestheticians – the HydraFacial Nation! We invest a lot into training and educating our aestheticians; we are actually about to open a fantastic experience centre in Sydney to complement Melbourne, Brisbane, and ultimately Perth and Auckland.”
Stanleick recently joined BeautyHealth after holding senior roles at Coty and serving as Global CEO for Kylie Jenner Beauty and overseeing the Kim Kardashian West business. He is very excited about HydraFacial, seeing huge potential to “take this California-based brand and globalise it.” What makes the treatment so unique is its efficacy as well as customisability. Three steps and 30 minutes is all it takes to reveal patients’ best skin. After deeply cleansing and exfoliating skin with HydraFacial’s patented vortex technology, practitioners can choose from a range of boosters depending on the patient’s skin’s needs and concerns. Whether it’s fine lines, congestion, or sensitivity, there is a booster for everyone, with more launching soon.
“We have our own proprietary boosters, which we are very proud of, and we have also partnered with brands, such as Murad and Dr Nassif, and we’re very excited to announce our latest partnership with Jennifer Lopez,” says Stanleick. “It was an obvious partnership. JLo is an Icon, she’s known for her amazing skin and she also has a successful skincare brand with the premise of ‘glow’, so it was a partnership made in colab-heaven.”
While the partnership with a global megastar with more than 219 million Instagram followers will certainly raise brand awareness, Stanleick stresses that it’s not about selling one booster to everyone, HydraFacial is about the aesthetician analysing each patient’s skin and recommending the most suitable booster for them.
Another update HydraFacial is launching soon, is the improved LED component to stimulate collagen as part of the service. Another way HydraFacial personalises the patient experience is through the creation of a QR code each client can take to any HydraFacial provider around the world to receive the same, customised treatment tailored to their skin. “We found that, in the US, most people tend to go to three different places to get their HydraFacial per year, so this enables them to do that without compromising their experience,” says Stanleick.
HydraFacial is about to launch a scalp care booster, too, further expanding their offering and tapping into the ever growing scalp and hair health market. “The ‘skinification’ of scalp is a huge trend,” says Stanleick, “People are looking to invest into their wellness and beauty but perhaps in a less invasive way, and the no-makeup look is very popular. The great thing about HydraFacial is we can treat the entire body, the scalp, the face, the back, the booty, lymphatic drainage for the legs even.”
HydraFacial offers ongoing support to their stockists, and has recently seen more and more providers offer HydraFacial memberships to patients as it’s the perfect maintenance treatment. When it comes to ROI, Stanleick says the average payback time for providers is between four to six months, and some of them have done it in one day. “We encourage providers to get 20 to 30 of their best to buy a pack of 12 HydraFacials for the price of 10 – that’s how you pay it off in one day.” We can see why this treatment is so popular, both for practitioner and consumers.
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