Pearls on Running a Successful Chain Clinic and Manage Brand Value in a Sustainable Manner.
As COVID-19 vaccines are released and businesses adapt to the New Normal, people all around the world are beginning to enjoy some of their past luxuries—such as aesthetic treatments and salon days designed to relieve stress and anxiety.
An increase in disposable income and awareness of aesthetic beauty1 has led to a rise in consumers’ spending on personal care, especially hair removal.2 In fact, The post-pandemic global medical aesthetics market is projected to reach 15.9 billion by 2025, at a CAGR of 10.9%.3
With widely accessible hair removal products and immense growth in interest for personal grooming, hair removal is one of the lowest barriers to entry to the world of aesthetic beauty treatments for both men and women.4
As an aesthetic clinic owner that offers beauty treatments, it’s essential to keep up with the technology trends in laser hair removal devices to continuously adapt and improve your services, especially during the pandemic.
Find out more about the trends in hair removal technology in 2021 and the potential opportunities to grow your business.
COVID-19 has undoubtedly affected the aesthetic industry5, especially when it comes to laser hair removal treatments, which are physical one-on-one sessions at clinics.
However, despite the temporary closures of clinics during the height of the pandemic, the global 'laser hair removal market' size is projected to reach USD 1,378.4 million by 20276, exhibiting a CAGR of 15.2% 7 during the forecast period. The rapid growth of the market size is also largely attributed to the emerging Asia Pacific region, where the market size stood at 209.7 million in 2019.8With the presence of vaccines and careful New Normal procedures, clinics are starting to reopen.
Hair removal treatments have evolved throughout the years from more traditional methods like shaving, threading and waxing, to technologically advanced methods like epilation and laser hair removal.
Previously, many clinics often directed their marketing for hair removal towards females.9 However, more men are beginning to seek out beauty services10 too. In 2018, a Mintel study reported that 46% of men remove their body hair11 for aesthetic reasons. For example, many males feel that hair removal boosts confidence as it can highlight muscle definition, especially for those who work out often.
In recent years, many have come to realise the long-lasting benefits of laser hair removal treatments in removing unwanted hair. Although the first ruby hair removal laser was created in 196012, it was not until the late 1990s where laser hair removal became safe and efficient enough for cosmetic use. Currently, customers can enjoy accessible treatment options such as hair removal and photorejuvenation through multiple sessions at beauty clinics.
Even though the pandemic has slowed down the current demands for laser hair removal services due to social distancing measures and lockdown restrictions, the market will still continue to grow post-pandemic. Asia Pacific is expected to dominate the hair removal market13 due to factors like increased purchasing power of consumers, ageing and changes in modern lifestyle patterns and will continue to grow in the near future.
How does laser hair removal actually work? The word laser14is actually an acronym for “Light Amplification by Stimulated Emission of Radiation”. The laser hair removal device emits monochromatic coherent light. During laser hair removal15, the device targets melanin in the hair follicle and removes hair in more specific and selective areas.
The more commonly used laser hair removal devices in the aesthetic industry include the Nd:YAG (neodymium-doped yttrium aluminium garnet) and diode lasers . These highly effective devices continue to dominate global hair removal market shares.
A Grand View Research report expects Nd:YAG laser market to grow the most quickly throughout 202616 as it has a longer wavelength of 1064nm; this allows for greater absorption in the optical window and is optimum for pigmented skin.
Similarly, the report predicts that the diode laser market segment will account for the largest market share in the laser hair removal market. The launch of new advanced diode lasers with a wavelength of 810nm will cause the market to expand even further.
Many companies are growing their business by acquiring and upgrading their laser hair removal devices to support and increase the demand for hair removal treatments. One of the ways that clinics are able to grow their business is using mixed technology for hair removal laser devices—a single laser device may emit a combination of wavelengths to improve the effectiveness of hair removal.
For example, the Candela’s GentleMax Pro17 laser device, as part of the GentlePro Series, has a dual wavelength laser that combines both the 755nm alexandrite and 1064nm Nd:YAG lasers. The device is highly versatile and can be used to treat hair removal, various skin types and other indications. The laser devices of the GentlePro series also have air cooling options to increase the comfort of customers during treatments.
As the non-invasive and non-surgical method of laser hair removal starts to gain traction, the treatment cost is also lowering, making it more attractive to consumers all around the world.
Today, laser hair removal is among the top 5 most non-invasive aesthetic treatments18 that people choose to go for. The booming demand and increase in market value of laser hair removal treatment can be attributed to these devices’ effectiveness. With the help of advancements in laser hair removal devices, treatments can now effectively reduce hair growth by 90% to 95%.19
This appeals greatly to people who want permanent hair removal in a relatively painless way. Permanent hair removal has always been a persistent problem. While methods like waxing and shaving are viable ways of removing hair, they are temporary and could potentially lead to ingrown hair or allergic reactions20.
To attract consumers, clinics need to speak to the benefits of using laser hair removal devices and how it can significantly reduce hair growth to their customers. Seek to understand their pain points of suffering from ingrown hair or unwanted hair on very specific areas of the body. Many consumers often worry about the potential side effects and risks of laser hair removal; it’s vital for clinics to validate these concerns and educate customers about the benefits.
Most importantly, remember to do research on the different types of laser devices, whether it’s for cosmetic, aesthetic or medical purposes. Find out how various devices affect the treatment success of hair removal21 as well as the compatibility of devices for different skin types to ensure that your customers achieve optimum results.
Lastly, in order to maintain a leading beauty clinic, it is essential to position oneself as an aesthetic spa and trusted medical provider that can cater to all client types with a device manufacturer that is highly recognised by both customers and end-patients.
Trust and customer experience are the most prominent brand differentiators. You may deliver the best prices or locations, but your customers will not stay without great customer service. Building a relationship with your customers is of utmost importance—when they can trust the service and device providers to give them the best results, they would be more than willing to invest in your services.
Consult with your device providers to see how you might grow your practice22 and work together to give your customers an incredible experience that will definitely set you apart from your competitors.
Now is the time to make permanent and effective changes23 to your business operations to fit in to New Normal Standard Operating Procedures (SOPs) and help your establishment stand out from the rest. Seize the opportunities and ride on new technology trends in hair removal and make the most out of these potential results.
Not all laser hair removal devices are made the same or deliver the same results. When mapping out your new business approach, think about how your devices can make a difference in your services. Contact Candela for a consultation to learn more about devices, strategy, or any other aspect of the business that can help your clinic achieve greater heights.
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