Professional Beauty meets Intraceuticals

Professional Beauty meets Deirdre Burke, Vice President Sales USA of Intraceuticals, to find out more about what they have in store at the show in London this February.


What is the background of the company and what type of products do you offer?

Anthony McMahon our CEO founded Intraceuticals in 2002.  From the very beginning we had a unique approach and vision to treatment philosophy.  Our pioneering treatment used therapeutic grade oxygen under pressure to deliver a carrier serum packed with vitamins, antioxidants, peptides and most importantly low weight Hyaluronic acid to treat the skin from within and within the structural layers.  This means visible, instant and prolonged results.  Our Face and Body system is offered along with the full range of professional serums and a strong but compact retail range to enhance and prolong those treatment results.  We can therefore target hydration, pigmentation, brightening, oil control and problem skin, as well as specific boosters to tailor a specific regime for every skin care concern.


What is your most popular product and what do you think makes it popular?

Our Rejuvenate range is not only our original but flagship line.  It is used as our carrier serum in all our professional range.  It delivers deep hydration using our unique three step hyaluronic layering technology.  Firmer, plumped and healthier skin is instantaneous after a treatment.  At the base skin and cells need hydration at a deep level in order to keep the skin looking plump, firm and youthful.  Our Daily Serum and Hydration Gel are both immensely popular.  While our Daily serum acts as “treatment in a bottle” our Hydration Gel releases medium weight Hyaluronic molecules all day to keep the skin consistently hydrated.  A little like dripping water over a sponge.  We always introduce our clients to the Rejuvenate range as a base and to maintain their skin.  The results are what make it so popular.


What makes your products special over the competition?

Our technology is simply unique.  Our 3 different weights of Hyaluronic acid mean we can treat all structural layers of the skin.  Our products get in the skin they do not merely stay on the surface.  Even using the retail products alone customers get amazing results.  Added into regular treatments we offer visible, instantaneous results you can see and feel without downtime.  How many skin care brands can do all of that?


How cost effective are your products when introducing them into a salon?

We offer a very strong return on investment.  Our consumables have a 100% mark up making retailing extremely profitable for our partners.  Our treatments have a low cost of service and strong mark up (over 90%) and so offer our partners excellent value, fantastic results for their customers and allow them to recoup their investment very quickly. We also benefit from a results driven and compact retail line with fewer than 20 SKU’s.  This means our partners are not holding excess unnecessary stock.  Our products are so results driven we do not have the need to carry a multitude of different lines that are often overlapping in the case of many brands.


Do you provide any extra services, advice or training programmes for professionals who use your products in their salons?

Intraceuticals prides itself on first-rate education and support for our partners.  A dedicated Account Manager will visit regularly every 4-6 weeks to ensure the best in training, coaching, engaging their teams as well as working with owners, managers and directors to ensure on going business support.  Our Business partnership planning guide allows them to plan ahead, forecast and use our strong promotional and activity program to drive their Intraceuticals business. 


Why should salon owners visit your stand at the show?

Find out just why most A listers swear by Intraceuticals as their must have!  We service some of the world’s finest locations.  They should come and see the amazing results we give, the best non-invasive results around out there!  We will be showcasing our treatment, mini treatments will be available, there will also be the chance to speak with our experts directly and enter a fabulous prize draw.


Are you having anything new on your stand at the show?

At Professional Beauty we will be taking the opportunity to showcase our amazing new Opulence range.  The range is now entirely paraben free and we have launched the NEW DAILY SERUM to enhance the performance of the Opulence retail range.  The new range uses different molecular weights of Hyaluronic acid in line with Intraceuticals core technology.  Nonapeptide-1 has been added as a defence against unwanted skin discoloration. It has enhanced control over skin tone and brown spots.  Opulence also intensely brightens the skin, revives a dull, sallow complexion as well as being a very effective treatment for anybody experiencing hyper pigmentation or uneven skin tone.  As launch is set for the end of January delegates will have the opportunity to experience this new range first hand.  We know that pigmentation; uneven skin tone and brightening remain core concerns for customers when discussing their skin.


Will you be having any special offers exclusive to the show?

For any salons, clinics and spas looking to partner with Intraceuticals at Professional Beauty 2015 we will be running an exclusive show special.  There will be a special show price offering 25% off for accounts wishing to commit on the day.  However we always tailor our packages and we believe there is never a “one size fits all”.  For some the offer remains an attractive option however we understand that some salons, clinics and spas will all require different size packages for their business so we do like to work this on a case by case individual basis.


Any other plans for the show?

Our plan is to promote and share our amazing brand with as many people as we can.  Treatment demonstrations will be on going on both days, there will be the opportunity to speak with our experts and gain substantial information on a profitable partnership with us.  We will also be participating on the advanced treatments stand, there is a prize draw to be won when registering at our stand as well as the chance to take some products away to try for anybody looking to partner with us upon having a presentation with our team.


What tips would you give salon owners looking to introduce a new line into their salon?

Always make sure the brand fits your business model.  Salon and clinic owners often buy into brands because of high awareness of the brand or because they believe it will look good in their salon.  They need to ask – would my clients love this?  Will they purchase it?  Will they buy into the concept of the brand?  A good idea is often asking clients through a survey what type of treatments/ products they may want to see in the salon or clinic.  I would avoid specifying ranges as then they are more inclined to pick the “ones they know of”.    My advice would be to run a general survey to ascertain what exactly they would be interested in.  Results driven treatments, holistic brands, a fusion of both?  If it’s Nails is it acrylics or gels, which they would be interested in for example.  Without knowing what your clients want you can run the risk of bringing a brand into your business that may simply not work.  Brands with high awareness do not guarantee profit or success.  Another key element is always asking what support that brand can give you.  Not always through promotions (though these remain important), but in terms of service.  Top industry professionals in resort and leisure today cite this as one of their most important pre- requisites a presence from the brand and the support and service from a good Account Manager.


Anything else that you want to share with us?

Currently we are supporting our partners in the sale of our exclusive Christmas festive sets.  We are offering 3 sets this year all with amazing savings for the customer and at wholesale.  Our teams are out there supporting events, helping maximize Christmas displays and visual impact as well as advising on how best to sell through quickly. We are of course ensuring that we are preparing for our launch of new Opulence at the end of January through PR opportunities and already educating and getting our partner excited for what promises to be one of our most significant launches in some time.

As always is the case with Intraceuticals there is always a new A list celebrity testimonial on a regular basis.  Check out our site to find out which Hollywood A lister is using our brand currently!


Find out more about Intraceutical on stand X42 at professional Beauty London on 22-23 February at ExCeL London. Register for your FREE ticket here.