How can I help my therapists educate clients on the benefits of serums?

Very often, a therapist will feel comfortable retailing a cleanser, toner or cream, but find it more difficult to justify recommending serums.

Advise your therapists to ask clients what kind of results they want to see on their skin, and how quickly.

This is fundamental, as it opens up a discussion about the specific products that will help them fulfil those expectations. Serums are often more costly than other skincare products and can therefore be more difficult to discuss with clients. However, serums are also fundamental for more efficient treatment of many skin conditions.

Serums generally have a low molecular structure and are of a much finer consistency than creams. This means that they have the ability to penetrate the skin very quickly, effectively delivering the product ingredients to the areas they are designed to treat.

This effective delivery system also means serums can contain a higher concentration of active ingredients, as they are going into the skin, as opposed to sitting on it, as a certain percentage of a cream would do. This makes serums more effective and therapists should advise clients that any skin concern they may have will be treated more effectively when they use a serum regularly.

Donna Tait is trainer and area manager for UK distributor Fraser Muir, whose brands include Resultime and Katherine Daniels Cosmetics. A trained therapist, she has been in the industry for nearly 40 years, joining Fraser Muir 16 years ago.