Photofacials are a treatment that has the potential to dramatically increase customer satisfaction and profitability in modern beauty salons. This article provides a comprehensive explanation of all the knowledge, techniques, and business strategies salon owners need to successfully implement photofacials.
By reading this article to the end, you will be able to see a concrete path to avoiding mistakes in equipment selection, creating popular menus that customers will love, and generating stable repeat revenue.
What is Photofacial? Basic knowledge that estheticians should know right now
Photofacial is a skin-beautifying treatment that uses a special type of light called IPL (Intense Pulsed Light) to simultaneously improve multiple skin problems such as age spots, freckles, redness, and enlarged pores. Unlike lasers, which have a single wavelength, photofacial uses light with a wide range of wavelengths, which means it puts less strain on the skin and has almost no downtime.
Photofacial definition: A complex approach to skin beauty using IPL light
The essence of photofacials is the use of IPL (Intense Pulsed Light), a broad spectrum of light energy that acts on the epidermis and dermis layers of the skin, producing a variety of effects.
- Effect on melanin: Light is absorbed by the melanin pigment that causes age spots and freckles, and converted into heat energy. This breaks down the melanin, causing it to turn into tiny scabs that fall off naturally after a few days.
- Action on hemoglobin: It acts on the hemoglobin in the capillaries, which causes redness of the face, and reduces redness by constricting the blood vessels.
- Effect on the dermis layer: By applying heat to the dermis layer, it promotes the production of collagen and elastin, which increases skin firmness and elasticity and can be expected to improve enlarged pores and fine wrinkles.
What's the difference between photofacials and laser treatments? Comparing them from the perspective of salon implementation
When salon owners consider introducing dermatological treatments, it is extremely important to clearly understand the differences from laser treatments. The main differences are the "properties of light" and "target area," which directly affect the purpose of the treatment and legal treatment.
| item | Photofacial (IPL) | Laser treatment |
|---|---|---|
| The nature of light | Complex light with a wide range of wavelengths | Pure light with a single wavelength |
| target | Complex concerns such as blemishes, redness, and pores (surface approach) | Single concerns such as specific spots or moles (point approach) |
| pain | Just enough to be flicked lightly with a rubber band | Depending on the type, it often causes more pain than IPL |
| Downtime | Almost none (makeup can be applied immediately) | There may be redness and scabs for several days to several weeks, and protective tape may be required. |
| legal aspects | Many devices can be installed in beauty salons (depending on output) | In principle, treatment can only be performed at medical institutions (Medical Practitioners Act) |
From the perspective of salon management, photofacials have the great advantage of being able to be provided safely and easily to a wide range of customers by selecting equipment that does not fall under the category of medical procedures.
Why is photofacial so popular in salons now? Explaining customer needs and market trends
The reason why photofacials are popular with so many customers is that they perfectly match the lifestyles and beauty values of modern people. Analysis of search keywords also shows that there is a strong demand for specific effects such as "photofacial effects" and "photofacial pores," as well as a strong demand for convenience with "little downtime."
- Emphasis on time performance (Time Performance): Multiple skin concerns can be addressed in a single treatment, and the treatment time is short with no downtime, meeting the needs of busy modern people.
- Trend towards natural beauty: Non-surgical approaches that draw out the skin's own regenerative abilities are being accepted by those who prefer natural changes.
- Increasing awareness of anti-aging care: As the search keyword "photofacial 10 years from now" indicates, photofacials are attracting attention from younger generations in their 20s and 30s as a form of "preventive beauty" that looks ahead to the future of skin.
What are the benefits of introducing photofacials? 4 impacts on salon management
Introducing photofacials is more than just adding a new treatment option; it is a strategic investment that will have a positive impact on your overall business. Here we will explain four specific business benefits that can be gained by introducing it.
1. Increase customer spending and repeat visits simultaneously
Photofacials not only offer a high average customer spend, but also naturally encourage repeat visits, as the effects are maintained and improved with continued treatment. For example, if you offer a five-session course for 65,000 yen instead of a single treatment that normally costs 15,000 yen, you can ensure stable sales from each customer.
2. Addressing diverse skin concerns and expanding channels for attracting new customers
Because it directly addresses concerns with high search volume, such as "blemishes," "acne scars," "redness," and "pores," it can be a powerful hook to attract new customer segments that could not be acquired before. By posting case photos and explanatory content specific to these concerns on your website and social media, you can expect to attract a high number of customers.
3. Cross-selling and upselling to existing customers becomes possible
For customers who already visit the salon, it is possible to make upselling proposals such as, "In addition to your usual facial, why not try photo treatment for dark spots?" Also, by developing original courses that combine other treatments such as peeling and iontophoresis, it is possible to achieve further customer satisfaction and increase unit prices.
4. Enhance your salon's expertise and brand value
Introducing cutting-edge beauty equipment is extremely effective in enhancing the salon's expertise and credibility. In particular, if you are using a famous model such as the "M22" or "Stella M22," more knowledgeable customers will request that model when they visit, which will improve the salon's brand image.
How to Choose the Right Professional Photofacial Equipment [A Must-See for Salon Owners]
It is no exaggeration to say that the success of introducing photofacials depends on the selection of equipment. Because it is an expensive investment, it is important to look beyond appearance and price alone to determine the equipment that best suits the concept of your salon from a multifaceted perspective.
A thorough comparison of the types and features of professional photofacial devices
There are currently a variety of professional photofacial devices on the market, each with its own unique features. Here we will compare the most popular models and explain their respective strengths and weaknesses.
| Model name | Features | merit | Points to note |
|---|---|---|---|
| Luminous M22 / Stella M22 | It is synonymous with photofacials. It has nine different filters to address a variety of skin concerns. It also has a powerful cooling function. | It is well-known and has an advantage in attracting customers. It has a proven track record of effectiveness and safety. It allows for detailed settings, allowing the therapist to utilize their skills. | The unit price and running costs (lamp replacement costs) are high. |
| BBL (Broadband Light) | Manufactured by Cyton, known as the king of lasers, it allows for precise settings and allows continuous irradiation as if gliding over the skin. | The treatment time is short, the burden on the skin is minimal, and it is said to be highly effective in anti-aging care. | Like the M22, this is a high-priced device. |
| Photo RF (Aurora) | A treatment that combines IPL (light energy) and RF (radio frequency energy). | RF delivers heat deep into the skin, which can be expected to have a lifting and firming effect. | Compared to a standalone IPL machine, it may have a milder effect on blemishes. |
| Domestic manufacturer equipment | Many devices are designed to suit the skin types of Japanese people, and there are also relatively inexpensive models. | It reduces installation costs. Domestic support is often excellent. Some models are simple to operate. | There are large differences in performance depending on the model. In terms of brand recognition, they may be inferior to foreign-made products. |
Five checkpoints you absolutely cannot miss when selecting equipment
To avoid regretting your expensive purchase, be sure to check the following five points: The most important thing is to request a demonstration, operate the product with your own hands, and experience the effects on your own skin.
- Safety and Certification: We check whether the product has received safety certification from a third-party organization (e.g., FDA approval, CE mark, etc.) and whether it has all the necessary safety devices to prevent any accidents.
- Running costs: Be sure to check not only the price of the device itself, but also the lamp (handpiece) replacement cost and the number of times it can be used. It is essential to calculate the "cost per shot" and incorporate this into your revenue plan.
- Support system and warranty: Check the speed of response in the event of a breakdown, availability of a replacement machine, whether regular maintenance is provided, and whether the manufacturer or distributor offers a comprehensive support system, such as technical training and management consultation after installation.
- Operability and customizability: Is the operation intuitive and easy to understand, depending on the skill level of the practitioner? Also, can the output and pulse width be finely adjusted to suit the client's skin condition? Another important point is whether there is a wide variety of filters available.
- Treatment effects and demonstration: Don't just rely on the manufacturer's claims, try the demo machine and see the results for yourself. It's especially important to experience the reaction to dark spots (the formation of microcrusts) and the firming sensation after treatment.
Is it okay to buy used? The pros and cons of buying new and used
Used equipment may seem like an attractive option if you want to keep initial costs down, but it also carries risks that new equipment does not, so careful consideration is required.
- Advantages of buying second-hand: The biggest advantage is the price. In some cases, you can purchase a used item for less than half the price of a new one.
- Disadvantages of buying used: There are risks such as not being able to receive the manufacturer's warranty, difficulty in obtaining consumables, high repair costs in the event of a breakdown, and not being able to update to the latest software. In particular, you should avoid buying from private sellers or unreliable dealers. We strongly recommend purchasing from a reputable used goods specialist that has been refurbished and comes with a warranty.
Maximize the effects of photofacials! Treatment techniques that increase customer satisfaction
Even if you introduce superior equipment, it is meaningless without the technology to maximize its performance. We will explain practical techniques to increase customer satisfaction and lead to repeat business.
[Skin concerns] Effective approaches
The strength of photofacials is that they can address a variety of skin concerns by simply changing the filter. The key to achieving results is to select the optimal wavelength depending on the target pigment (melanin, hemoglobin) and depth.
- Age spots and freckles: We use a wavelength filter around 560nm to 590nm, which is well absorbed by melanin. After treatment, the ideal reaction is for the age spots to darken and for microcrusts (tiny scabs) to form.
- Redness of the face and acne scars: We use wavelengths around 590nm to 640nm that act on hemoglobin in blood vessels. By applying heat to blood vessels and causing them to contract, redness is reduced.
- Enlarged pores and lack of firmness: Using longer wavelengths (640nm or more) that reach deeper into the skin and special filters, we apply heat to the dermis layer and stimulate collagen production, bringing out firmness and elasticity from within the skin.
How to explain the intervals and recommended number of treatments? How to create the optimal treatment plan
One of the things customers want to know most is, "How often and how many times do I need to come to see results?" Presenting a clear plan during counseling leads to customer trust and continued use.
The basic plan is "once every 3-4 weeks, 5-6 times."
The basis for this is based on the skin's turnover cycle and the time it takes for damaged melanin to be eliminated. During consultations, it is more persuasive to explain from a professional perspective that "skin regenerates in a cycle of approximately 28 days. By performing treatment in accordance with this cycle, we can efficiently eliminate blemishes and develop collagen without putting a strain on the skin."
The importance of post-treatment progress and aftercare guidance
Photofacial treatments are not completed solely through the irradiation at the salon. Aftercare after the treatment greatly influences the results and is directly linked to customer satisfaction. In particular, be sure to instruct your staff to thoroughly follow the three points below.
- Thorough moisturizing: Skin is prone to dryness after treatment. By moisturizing with plenty of lotion and cream, we protect the skin's barrier function and speed up recovery.
- Thorough UV protection: After phototherapy, the skin is very sensitive to UV rays. It is recommended to use sunscreen with SPF30/PA++ or higher every day and to use a hat or parasol. Failure to do so may result in new spots and pigmentation.
- Let the scabs peel off naturally: We advise you never to forcefully peel off the microcrusts that form in response to blemishes. Allowing them to peel off naturally by washing your face, etc. will reveal clear skin.
Providing your customers with an aftercare card that lists these points is also a good way to reassure them.
Precautions and risk management when introducing photofacials | To avoid being told "You should stop"
Negative search results such as "You should stop using photofacials" and "Photofacial failure" are a problem that salon owners cannot ignore. These complaints stem from problems caused by inappropriate treatments and lack of knowledge. Accurately understanding the risks and taking thorough measures is essential to maintaining the reputation of your salon.
Three reasons why people say "Photofacials make you look older or worse" and how to deal with them
Most negative reviews are caused by the following three reasons. Understand the causes and solutions and use them in your counseling and treatment.
- 1. Worsening of melasma: The light used in photofacials poses the risk of irritating and worsening melasma. Melasma is a type of dark spot that spreads symmetrically around the cheekbones, and it is extremely important to identify it. If in doubt, avoid the procedure and sincerely recommend consulting a specialist.
- 2. Burns: Irradiating sunburned skin or using excessively high output settings increases the risk of burns. It is essential to thoroughly check the skin color before treatment and to confirm the reaction with a test irradiation. In case of burns, it is also important to establish cooling and sedation protocols and find affiliated medical institutions.
- 3. No noticeable results: If the treatment is performed using a wavelength that does not match the skin's concerns or if the output is too weak, the customer will not be able to feel any noticeable results. Dissatisfaction also stems from a misunderstanding with customers who expect dramatic changes after just one or two sessions. It is essential to carefully explain during counseling that "this is a treatment that requires multiple sessions" and to share realistic expectations.
Most important! Contraindications and things to check during counseling
To ensure safe treatment, we cannot provide treatment to customers who meet the following contraindications. Please be sure to confirm this verbally using the consultation sheet.
- Pregnant and breastfeeding women
- People with photosensitivity (photoallergy)
- Those with a history of epileptic seizures
- Those who are suspected of having skin cancer or malignant tumors in the treatment area
- Those with a keloid tendency
- Those with severe skin diseases (such as atopic dermatitis in exacerbation)
- Those who have just had a sunburn or are planning to get a sunburn
- Those taking certain medications (such as drugs that increase photosensitivity)
Where is the line between medical practice and legal compliance in beauty salons?
When offering photofacials at beauty salons, great care must be taken to avoid violating the Medical Practitioners Act. The key point is that "medical procedures such as diagnosis and treatment are not performed."
- Advertising expressions: Declarative expressions such as "removes blemishes" or "cures acne" are in violation of the Pharmaceuticals and Medical Devices Act. Stick to expressions such as "makes blemishes less noticeable" or "treats acne scars."
- Treatment purpose: We provide services solely for the purpose of "beauty" and "relaxation." We do not provide treatments for the purpose of "treatment."
- Equipment selection: Make sure that the equipment you are introducing is sold for "aesthetic salon use." Medical equipment cannot be used without the supervision of a doctor.
Customer attraction strategies and pricing for successful photofacial salons
Once you have established excellent techniques and a safety management system, the next step is to deliver that value to your customers and turn it into revenue by attracting customers and developing a pricing strategy. Learn effective methods from examples of successful salons.
[By area] Pricing and menu structure of popular salons
The average price for photofacials varies depending on the area, the equipment used, and the brand value of the salon. When considering how to position your salon, it is essential to understand the price ranges of your competitors.
| area | Price range | Features |
|---|---|---|
| Tokyo (Ginza, Shinjuku, etc.) | 15,000 yen - 35,000 yen | Competition is fierce, with price wars and high quality progressing simultaneously. Many salons boast of introducing famous models and doctor supervision. |
| Osaka (Umeda, Shinsaibashi, etc.) | 12,000 yen - 30,000 yen | This is the second most competitive area after Tokyo, with salons offering first-time trial prices and coupons to attract customers. |
| local city | 10,000 yen - 25,000 yen | They tend to be community-based and prioritize repeat customers. There is a mix of major chains and individual salons. |
In terms of menu composition, in addition to area-specific menus such as "full face" and "cheeks only," it is common to add value by combining them with other treatments, such as "iontophoresis set" and "peeling set."
How to acquire new customers through web marketing (SNS, MEO, blogs)
Web marketing is essential for attracting customers to modern salons. Treatments like photofacials, which produce visible results, are particularly well suited to the web.
- Instagram/TikTok: Post short videos of the treatment and, with permission, before/after photos. Reel videos in particular have a high spreading power and are likely to catch the attention of new customers. Use hashtags such as "#photofacial," "#porecare," "#blemishreduction," and "#(area name)beauty salon."
- MEO (Google Maps Optimization): Enhance your Google business profile and aim to appear at the top of searches for "Photofacial Osaka." It is important to encourage reviews and post plenty of photos of your treatments.
- Blog (content SEO): Create detailed explanatory articles that answer customer questions such as "When do photofacials start to work?" and "How long does a photofacial last?" Highly specialized content will increase the salon's credibility and generate a steady flow of traffic from search engines.
A smart strategy to encourage repeat purchases with introductory prices and coupons
Because multiple treatments are required to realize the effects of photofacials, repeat purchase strategies are extremely important. While there are concerns about "first-time trial scams," a strategy is needed to overcome this and cultivate loyal customers.
- Attractive initial price: This is a strategic price setting to allow you to experience the value of the treatment for the first time. The standard price is approximately 50% to 70% of the market price.
- Same-day contract bonus: For customers who sign up for a coupon (course) on the day of their first experience, we offer bonuses such as a higher discount or a gift of related products. The key is to not miss out on the euphoria that occurs immediately after the treatment.
- Designing coupons: We offer coupons for 5 or 10 visits, and design them so that the cost per visit is low. By setting an expiration date, we encourage regular visits.
[Q&A] Frequently asked questions about photofacials from customers
We have compiled answers to frequently asked questions during consultations and inquiries. Answering them clearly and confidently is the first step to alleviating customer concerns and gaining their trust.
- Q. Does the treatment hurt?
- A. It is often described as a "snapping sensation, like being lightly snapped by a rubber band." Pain perception varies from person to person, but most people can undergo the treatment without anesthesia. At our salon, we carefully adjust the intensity of the irradiation, so please rest assured.
- Q. Is there any downtime? Do I need to take time off work?
- A. There is almost no downtime. You may experience some redness immediately after the treatment, but this usually subsides within a few hours. You can apply makeup immediately after the treatment, so it will not interfere with your work or daily life.
- Q. Will one treatment be effective?
- A. Many people experience an improvement in skin tone and makeup application after just one treatment. However, to fundamentally improve concerns such as blemishes and acne scars, we recommend 5 to 6 consecutive treatments in line with the skin's turnover cycle.
- Q. I heard it also has hair removal effects?
- A. Yes, the light from photofacials reacts with the melanin in vellus hair, so as a secondary effect, you can expect the vellus hair on your face to thin out and grow back more slowly. However, the effect is not as strong as that of professional hair removal treatments.
- Q. After the treatment, the spots appear to have darkened. Is this ok?
- A. This is called "microcrust," and it is evidence that the light has reacted normally to the dark spots. The broken down melanin has risen to the surface of the skin, and will naturally flake off in pieces when washing your face in about a week.
Summary: Photofacials are a strategic investment that will open up the future of salons
Photofacials are not just a trendy treatment. They are a strategic investment that meets the diverse needs of customers, achieves high profitability and repeat customers, and improves the brand value of salons.
By implementing each of the points explained in this article, such as equipment selection, techniques for maximizing effectiveness, thorough risk management, and online customer acquisition strategies, you can dramatically increase your chances of successfully implementing photofacials. We hope this article will help your salon grow further and bring radiant smiles to each and every customer.
