We caught up with the brilliant and insightful Jacqulyn Currey a few weeks ago and have shared our conversation below.

Jacqulyn, thanks for taking the time to share your stories with us today What do you think Corporate America gets wrong in your industry?

The skincare industry is massive, right? Everywhere you turn you get bombarded with skin tips (some good, most bad), new skincare products being launched daily and an increase of misinformation through catchy marketing terms. From a professional standpoint, we battle so much when a client walks through our door. Despite this, the industry is growing rapidly and people are still seeking help with their skin when every other avenue has failed. My biggest peeve with Corporate America and the skincare industry is ingredient consistency. For example, in the late 90’s-early 2000’s a very well known Dr. created a skincare line that was later sold to a “Corporate America” type company… as a result, the consistency of the product’s ingredients changed over time. The Dr. who was a founding creator of the brand decided to leave the company and move onto new ventures. Most recently, within the last 2 years, another very large skincare company sold to L’Oreal. This particular line has a massive following and I fear that the consistency of its formulations will change (for the worse) in the years to come as well. The reality behind a buy-out, is, Corporate America can do whatever they please with ingredient makeup when they own a large percentage of a brand. If us providers are selling safe, paraben free, fragrance free products, then suddenly those ingredients are now included in products resulting in irritations… clients start to lose their trust in their provider. Unfortunately, in most cases a private label line will sell to a corporate company because of financial strains or the potential for increased profits. If you build a business around a privately owned skincare line, and they sell to Corporate America, you need to be very well informed on the ingredients that are used in your products to prevent a change in your client’s progress.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My story is a little twisty, having changed from one career into another in what seemed like an over night transition. I was a photojournalist for over 5 years for a few publications around the Phoenix & Scottsdale areas. Simultaneously in 2016, I started doing makeup for photoshoots, weddings and events. After the birth of my second child, I wanted to build a career. The hours required for photojournalism were no longer sustainable for my family and makeup was something I loved as an artistic outlet more than a money maker. I remember waking up one morning in the summer of 2017 and saying to my husband “I think I want to go to Aesthetics school”. I had always loved facials and skincare, so it felt like a natural transition. That very next day, I enrolled in a trade school for aesthetics and laser. The decision was abrupt and life changing.

I fell absolutely in love with the Aesthetics industry from day one and I took my education so seriously. I wasn’t interested in doing lashes or becoming a body waxer (I love those specialties but I am not patient enough!)… no I had my sights set on Dermatology and Plastic Surgery. Everyone told us students we would never get hired by a Doctor without at least 1-3 years of experience in the field. That wasn’t an option for me though, when people say no I say “watch me”. I started doing my own case studies with clients in school, I started reading every medical journal and NCBI study I could to grow my knowledge beyond what I was being taught. I graduated with honors, gave the speech at our graduation ceremony, completed laser school and passed my boards. My first job? Working with a Maxilofacial Surgeon (facial plastics) where I continued to soak up every bit of information in a surgical environment.

Fast forward 6 years, despite my fear I took the leap in opening my own business, Clarity Skin Lounge. We offer advanced, focused treatments such as Microneedling, Chemical Peels, Laser, Dermaplaning, facials, product education and more. Our menu is continuing to expand as the industry evolves and I am now consulting for other businesses as well. It’s been one year since our opening and I thank God for where my journey has led me. I have been so blessed with clients who have supported me throughout my career. In a society that emphasizes so much on looks, I’ve seen many people feel flat out uncomfortable in their own skin. There is no greater professional joy than knowing someone has come to you with an issue that you are able to help them through. The teenager with acne that’s just trying to get by in an overly-critical world, the first time mom who needs a little glow back after sleepless nights, the incredible woman with facial trauma scars… these beautiful souls will stick with me forever. All I can do is continue to learn every single day and put forth the very best care for each person who steps through my door.

What’s been the most effective strategy for growing your clientele?

Over the last 7 years, I’ve been able to grow and maintain clientele through authenticity. This industry is pretty intimate if you think about it. People are giving you permission to touch and improve some of their biggest insecurities. Meeting people with compassion, humor, realness, and honesty goes a long way. When clients feel comfortable with you from the start, that’s a compliment to how you treat others in a vulnerable position. That said, you always have to back up what you do. Making false promises to a client by not following through with what you’ve said you can do, does not garner you any trust. Your clients are your billboards, if they love what you’ve done, they’ll trust you to care for their family and friends too.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I feel like most of us are overloaded with junk emails every day. From the start, I promised my clientele I would not send them an email a week. I wanted to offer updates about the business bi-monthly to gauge a reaction from them. As a result, I actually have a large success rate with email communications. I have embedded links into my emails for products I’m affiliated with, book now buttons and polls to learn more about what my clients want. I’m averaging a 75% open rate and have had successful click rates with each email.

When starting clients on a new treatment regimen or home-care products, I also like to send a courtesy text to see how they are progressing. Communicating with people in a personable way shows them that you truly care. I stay active on my social media pages and follow most of my clients. Sending a “happy birthday!” message or “congratulations!” comment on their achievements puts a face to to your brand name. Building brand loyalty isn’t difficult, you just have to genuinely care for people.

Contact Info:

• Website: https://Clarityskinlounge.com
• Instagram: @clarityskinlounge
• Yelp: Clarity Skin Lounge
• Other: Google: Clarity Skin Lounge Peoria, AZ

Image Credits

Dusty Perez – Lily Photography