THE INTERNATIONAL ESTHETICS, COSMETICS & SPA CONFERENCE

BE attended the International Esthetics, Cosmetics and Spa Conference (IECSC) held at the Javits Convention Center in New York City on March 6-8, 2011. This conference is one of three held nationally. Attendees of the IECSC conferences can expect to be exposed to the latest treatment products and a first hand education on spa, wellness and medi-spa techniques.

Sifting through hundreds of booths, brand seminars and presentations, BE found hidden themes and trends that were essential takeaways from the conference. We hope you enjoy these discoveries as much as we did! Feel free to let us know your thoughts at info@beautyedgeinc.com

*Trae is a professional makeup artist and one of the founders of the cult beauty brand, Three Custom Color Specialists. She currently provides brands with product development and brand messaging services and covers the beauty and lifestyle beat for Whaleshark Media (McClatchy, deals.com and retailmenot.com).

Top 3 Current Spa Treatment Trends presented by Bryan Durocher*

LED Treatments provides a non-invasive procedure that activates skin cells with pulses of low-level, non-thermal light energy. LED light energy helps rejuvenate aging or damaged skin.

Indigenous Signature Treatments introduces locally grown produce that are incorporated into the spa's menu. For example, in the northwestern United States, a rejuvenating berry body treatment could feature locally harvested, freshly pulverized huckleberries.

Anti-Cellulite Treatments are highly popular in Europe and reducing cellulite is a top concern treated with various applications like ultra-sound, caffeine wraps and expanding modalities to address the adipose tissue.

Top Consumer Trends 

Transumers - Think of creating memories and experiences for customers. The shift is from consumer to transumer. They want something they can reminisce about.

Premiumization - Think of big ticket items and the next step above luxury. Spa goers are paying premium prices for medi-spa treatments; they want the premium products to extend the treatment results.

SnackCulture - Think of instant gratification. As attention spans become shorter and shorter consumers look for 15 minute services. Offer In and Out treatments specific to targeted areas like eyes, lips or specific skin concerns.

Tryvertising - Think of the power of groups. People go where there is a crowd, Pop Up kiosks are on the rise. People want to experience the product. People are willing to come in and try something but are not locked into specific advertising for the specific product introduction.

Time Compression - Think of no time to talk, text, facebook, early to rise, late to bed. People want at-home time saving products, the quicker the better; 5 minute regimens.

Status Skills - Think exclusivity. It's much more exclusive than mass luxury brands. It's not Chanel, not Vuitton. Consumers want something unique that is not easily attained. Offer Limited Edition or anniversary items.

*Bryan Dourocher is the author of Wakeup Live the Life You Love in Beauty, an expert for Health Journal TV, Life and Leisure TV, and contributor to NBC South Florida Today and the founder of Durocher Enterprises. Bryan was named in 2008 one of the "Top 20 People to Know in the Beauty Industry" by Global Cosmetic Industry Magazine.

THE INNER EDGE: Holistically Cleansed

Spring Clean your Mind and Skin with PhytoEnergy.Celmonze (Paris) just launched their Holistic Beauty Wellness brand in the United States. This 30 year old company is dedicated towards breakthrough skin discoveries and innovation is key with multi-dimensional formulas for every beauty need.

For over-stressed and undernourished skin, Celmonze's extraordinary Exotic PhytoEnergy treatment helps onboth inner well-being and outer radiance giving the body and soul rejuvenation. This total mind and skin treatment is enriched with effective ingredients like Ginkgo Biloba and Panax Ginseng.

The four color Exotic PhytoEnergy Treatment includes:

• Red Therapy to energize skin, promote a positive and strong mind and recharge the spirit.
• Orange Therapy to enhance a youthful skin and to promote a happy and bright mind with a cheerful spirit.
• Green Therapy to detox skin, soothe and calm the mind and to create a harmonious spirit.
• Purple Therapy to relieve irritated skin, ease and inspire the mind and to liberate the spirit.

Benefits:

• Mind, soul and spirit are well relaxed.
• Potent herbal extracts revive skin’s defense and immune systems.
• Herbal oils erase tired lines leaving skin smooth and supple.

THE TREATMENT EDGE: De-pigmenting

Rhonda Allison from PCA states that hyperpigmentation is the most common concern to skin of color, referencing studies showing that up to 86% of ethnic women struggle with this issue.

The 3 most common forms of hyperpigmentation and recommended treatments:

1. UV induced hyperpigmentation: Discoloration caused by sun exposure.Treatment: sun protection.

2. Hormonally induced hyperpigmentation (melasma): Skin affected by melasma, or a discoloring of the skin, contains increased melanin, melanocytes and melanosomes.Treatment: products with exfoliating or brightening properties.

3. Post-inflammatory hyperpigmentation (PIH): This is the result of any type of inflammation. This is most commonly acne-related and displays significantly more inflammation in Ethnic skin than in Caucasian.Treatment: anti-acne products

About PCA Skin: A leading clinical skin care company in the development of professional chemical peels and advanced topicals for nearly 20 years, PCA SKIN was the first cosmeceutical company to provide scientifically researched daily care products and professional treatments to the medical and clinical aesthetics markets.

THE 24/7 EDGE: It's Beautiful

For round the clock skin care,Mark Lees' latest intro's feature a duo set of super hydrators infused with ceramides. One for day and one for night.

A Beautiful Day is a state-of the art lipid-infused moisturizer for dry and dehydrated skin and is enhanced with protective SPF-30 Broad Spectrum Sunscreen. It's wonderful silky feel is perfect to be worn alone or used under makeup.

A Beautiful Night is a moisture replenishing treatment to be used at night for dry skin and is infused with lipids, hydrators and antioxidants. Skin wakes up more hydrated, smooth and younger looking.

Mark Lees, Ph.D., M.S. an award-winning speaker and product developer, is one of the country's most noted skin care specialists and has been quoted and interviewed by Glamour, Shape, Teen, Self, The Miami Herald, The Associated Press, and NBC News. Mark specializes in acne and aging skin, and is the author of Skin Care: Beyond the Basics.

THE MANLY EDGE: Not A Raw Score

How does a man maintain his youthful appearance? The same way a woman does! Proper skin care starting at an early age. A balanced diet and exercise help too.

Skin care is not a RAW deal when it comes to men. RAW has a full range of skin care products specific to men's needs.What's different with men's skin? Lower pH levels, thicker skin texture, more sebum and male skin cells carry fewer antioxidants resulting in more and deeper facial lines and hyper-pigmentation.

According to RAW, men have wanted to participate in the youth revolution for years. They just didn’t have the green light from the world of ‘macho’. An acceptable attitude of using skincare combined with a “being cool” identity has been taking place with men who want to look their best. They want those few essentials that are going to produce results. The brand focuses on simplicity and created several products that pull double duty.

RAW is scientifically formulated to use the power of raw organic minerals, plants and biotech ingredients. The product range follows a Raw Skin Method of product use. A.M. products focus on benefits to restore, rebuild and protect. P.M. products focus on benefits to renew and replenish. A shave cream and an acne treatment product are in development.

Men, what's your score?

Your hair score that is! Today, hair loss and hair thinning affects an estimated 75% of all men. As clients turn to beauty professionals in the salon, spa and hair replacement industries, they want to know the status of their hair loss and if the products they are using to promote hair growth are actually working. How to achieve this? HairCheck !

What makes HairCheck technology revolutionary is that it works as the first line of defense against hair loss. It has the ability to simultaneously measure both the number of hairs per square cm. of scalp, and the diameter of those hairs and display them as a single value called the Hair Mass Index (HMI).

Hair stylists can clinically evaluate if the client’s score is moving up, indicating growth or down, indicating loss. HairCheck enables hair professionals to manage hair loss and hair breakage and can help determine if the client is shedding, thinning or balding and recommend appropriate over the counter products to help volumize hair. If the over the counter products do not achieve the level of success that is desired, the stylist can then recommend the client to see their dermatologist for a proactive verses reactive course of action against thinning hair or balding.

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