Carol Phillips BEAUTEESMARTS GLOBAL

45 Years, a Few Crazy Stories, and One Incredible Industry

Carol Phillips — Tue, 13 Oct 2026 23:26:07 +0000

45 Years, a Few Crazy Stories, and One Incredible Industry

October 13, 1981 – October 13, 2026

Forty-five years ago today, just two months after my 21st birthday, I opened my very first skin center in Wichita, Kansas. I called it Ultissima Skin Center because, at the time, I thought the name needed to sound fancy and have a little French flair. European skin care was all the rage, and most Americans barely knew what a professional facial was. We weren’t even calling these places spas back then!

But my story in the beauty business actually started five years earlier.

I was 16 and working at Merle Norman while still in high school. At 18, I graduated early so I could attend beauty school, and by 19, I was on the road representing a professional makeup company. And when I say on the road, I mean it. I put 45,000 miles on my car in 18 months!

My job was to visit beauty schools, introduce products to students, sell the line into salons, and teach the teams how to use and sell the makeup. Through my involvement with a trade association, I was also teaching seasonal makeup looks and trends every six months.

Funny thing is, at 19, I was already selling, training, and teaching people how to make money with beauty products. Forty-five years later, I’m still doing pretty much the same thing!

It was during one of those salon calls that I met a woman who owned a hair salon in Wichita. She wanted to add facial treatment rooms, and I eventually went to work with her. Unfortunately, we had very different ideas about how things should be done, and I became increasingly frustrated.

Finally, I decided I could do it better myself.

And that’s how Ultissima Skin Center came to be.

Apparently, Financing a Pig Was Easier

Of course, deciding to open a business and actually getting one open are two very different things, especially in 1981.

Bank interest rates were hovering around 20 to 22 percent, and getting financing wasn’t exactly easy for a 21-year-old woman trying to open a business that most bankers didn’t even understand.

I managed to get a small loan from my auntie and another through the SBA Women’s Minority Program. At the time, the maximum amount available through that program was $15,000, and I remember sitting through multiple meetings with bankers and loan officers trying to explain what I wanted to do.

One banker told me they would love to help, but they’d had defaults from people selling cosmetics, which made them reluctant to finance another beauty-related business.

Then he said something I’ve never forgotten.

“If you wanted to borrow money for a pig, I could loan that to you. But I can’t loan you money for cosmetics and facial supplies.”

A pig. Seriously.

Apparently, livestock was a safer investment than professional skin care.

Somehow, I pulled together enough money to open the doors, and on October 13, 1981, Ultissima Skin Center officially opened for business.

Location, Location, Location. Oops.

I found a storefront in a shopping center in Wichita, but the rent was more than I could comfortably afford. The developer offered me a deal on a space tucked away in the courtyard, and because the rent was cheaper, I thought I’d found the perfect solution.

There was just one small problem. You couldn’t see my business from the street. You couldn’t see the signs, and unless you already knew where Ultissima was, you probably weren’t going to find it.

Looking back, it was a terrible business decision. But at 21, I was focused on what I could afford, not necessarily what would give the business the best chance of attracting new clients.

And then there was the telephone.

The phone company was on strike, and I couldn’t get a business line installed. So I had the phone number established at my apartment and hired someone to sit there and answer the calls.

Between facial appointments, I would run to a pay phone, call my apartment, and find out whether anyone had booked an appointment.

Can you imagine?

It took weeks before I could finally get the telephone installed at Ultissima. And you thought today’s online booking systems could be frustrating!

Fortunately, I had one thing working in my favor. I was really good at what I did, and many of the clients I’d treated at the hair salon followed me to Ultissima.

Now, admittedly, this was Wichita, Kansas, in 1981. There weren’t exactly professional skin centers on every corner. I was a big fish in a very small pond. But I’d also like to think my clients loved me.

And thank goodness they followed me, because with that hidden courtyard location, they certainly weren’t going to discover me driving down the street.

A Big Fish in a Small Pond

Over the next several years, Ultissima grew. I built an amazing team, developed wonderful relationships with clients, and started doing some things with sales, marketing, and the client experience that were pretty different for the time.

By my mid-20s, I was lecturing, being recognized as a young entrepreneur by Inc. Magazine, and developing a reputation for some of the things we were doing in our little corner of the beauty industry.

And yes, I was pretty hot stuff. At least in my small marketplace!

One of the things I’m most proud of was the team we built and the relationships we developed with our clients. I loved the one-on-one time, watching someone’s skin improve, helping them feel better about themselves, and seeing the difference that great treatments and proper home care could make.

We were also doing exceptionally well with one of our professional skin care lines. In fact, Ultissima became the company’s number-one client.

Apparently, they noticed, because they eventually offered me the opportunity to move to Southern California and become their Vice President of Sales.

It was an exciting opportunity, and I was ready for a new adventure. But before I could begin that chapter, I had to figure out what to do with Ultissima.

You Don’t Know Until You Know

One of the biggest things I learned during those early years was that being an exceptional service provider and being a successful business owner are two entirely different things.

I loved doing facials. I loved my clients, the relationships, the conversations, and the results we achieved together. I also loved teaching my team, creating new programs, and finding better ways to sell and market our services and products.

But owning a business meant so much more than being good in the treatment room. There was payroll, staffing, bookkeeping, cash flow, and a never-ending list of responsibilities. Some of those lessons were wonderful. Others were incredibly difficult.

I tried selling Ultissima several times before moving to California. We had equipment, inventory, years of client profiles and treatment histories, and a terrific team. But there was a challenge. Much of the business’s reputation was tied directly to me, and there was no guarantee that a new owner would be able to retain those client relationships.

Ultimately, I closed the business.

I still remember the day we moved out. A friend of mine who owned several salons was there helping me, and I remember standing at the front door with a razor blade, scraping the Ultissima vinyl lettering off the glass.

We didn’t want someone else moving into that location and simply taking over the identity of the business we’d worked so hard to build.

So we took the name off the windows and the door, packed everything up, and I headed to California to start the next chapter.

I had no idea where that opportunity would eventually lead, but I knew I was ready for something different.

Forty-Five Years Later

Since those early days in Wichita, I’ve had the opportunity to work with some extraordinary people and businesses throughout the beauty, spa, and wellness industries. I’ve trained thousands of professionals, worked with some of the industry’s most recognized brands and destinations, and watched our industry evolve in ways I never could have imagined in 1981.

I’ve also made plenty of mistakes, learned some expensive lessons, and had more than a few moments when I wondered what on earth I was doing.

Interestingly, decades later, I found myself helping turn around a struggling location here in Southern California. It was fascinating to revisit some of the same challenges I’d experienced as a young business owner, only this time with a whole lot more experience and perspective.

There’s something about having actually worked behind the chair or in the treatment room that gives you a different understanding of this industry. You know what it’s like to spend your day taking care of clients, building relationships, recommending products, and trying to create an exceptional experience. And when you’ve also been responsible for payroll, employees, marketing, and profitability, you understand the business from another perspective entirely.

You don’t know until you know.

I think that’s one of the reasons I’ve always enjoyed working with owners, managers, and service providers. I’ve been on both sides of the equation, and I understand that knowing what needs to be done and actually making it happen are often two very different things.

And here I am, 45 years after opening Ultissima, still coming up with new ideas, still teaching, still learning, and still challenging the way things have always been done.

In fact, I’m getting ready to launch another new business, the Beautee & Brains Success Club, bringing together some of the brightest minds in our industry to share ideas, experiences, and practical ways to help beauty and wellness professionals grow.

Oh, and did I mention I’m 66?

Apparently, nobody told me I’m supposed to be slowing down.

I still love this industry, still have plenty of opinions about how things could be done better, and still get excited about helping people and businesses succeed.

Some things never change.

Here’s to 45 years since Ultissima opened, an industry I love, and whatever comes next!

Carol Phillips

Founder, BeauteeSmarts Global LLC

A Few Memories Along the Way…

The post 45 Years, a Few Crazy Stories, and One Incredible Industry appeared first on Carol Phillips BEAUTEESMARTS GLOBAL.

Do You Really Need More Spa Clients?

Carol Phillips — Sun, 20 Sep 2026 19:06:28 +0000

When spa sales aren’t where we want them to be, one of the first reactions I hear is:

“We need more clients.”

Maybe.

But before you spend another dollar on marketing, promotions, social media or advertising to bring more people through the door, I want you to ask a different question:

Are you maximizing the opportunity with the clients you already have?

Because sometimes the problem isn’t traffic.

Sometimes the opportunity is sitting right inside the business.

Start With What’s Already Walking Through Your Door

During a recent business review, I looked at well over 10,000 service transactions.

That’s a lot of people already walking through the door, receiving services, trusting the professionals and spending money with the business.

But fewer than 10% of those service transactions included a retail purchase.

That changed the question.

Instead of asking:

“How do we get more clients?”

I started asking:

“What’s happening with the clients we already have?”

Are they receiving a thorough consultation?

Are professionals making home-care recommendations?

Are appropriate upgrades being discussed?

Are clients rebooking before they leave?

Does the team have the product knowledge and confidence to explain what they recommend — and why?

Those questions lead to very different business decisions.

More Traffic Doesn’t Automatically Mean More Revenue

Marketing is important. New-client acquisition is important.

But bringing more people into a business that isn’t maximizing its existing opportunities can become a very expensive strategy.

Think about it.

If 100 clients come through your doors and very few receive a professional home-care recommendation, bringing in another 20 clients doesn’t fix that problem.

You’ve simply created 20 more missed opportunities.

Before focusing exclusively on increasing traffic, I want to know what’s happening with the traffic you already have.

Retail Is More Than the Retail Sale

This is another place where I think our industry sometimes gets retail wrong.

Retail isn’t simply about adding another product to the ticket.

When a professional recommends the right home care, they’re helping the client continue the results of the service after they leave.

That can strengthen the professional relationship, improve the guest experience and create another reason for the client to return.

And yes, it creates additional revenue.

But the bigger opportunity is creating a more complete client experience.

The service shouldn’t end when the client gets off the treatment table.

Look Beyond Your Top-Line Revenue

Your reporting system can tell you how much you sold.

But that number alone doesn’t tell you how much opportunity may have been left on the table.

Start drilling down.

Look at:

Total service transactions
Transactions that included retail
Retail-to-service percentage
Average retail ticket
Units per transaction
Rebooking
Upgrades

You don’t need 47 reports.

You need the few numbers that help you understand what is actually happening inside the business.

Then get curious.

If clients are coming in but retail penetration is low, don’t simply tell your team:

“We need to sell more.”

Find out why.

Do they know how to conduct a great consultation?

Do they know the products?

Can they connect the recommendation to the client’s needs?

Have they been properly trained to make a professional recommendation?

Because “sell more” is an expectation. It isn’t training.

Before You Chase More Clients

There are absolutely businesses that need more traffic.

But don’t assume that’s your problem simply because you want more revenue.

First, look closely at the clients already choosing you.

What are they buying?

What aren’t they buying?

Are they rebooking?

Are they receiving recommendations?

Where is the customer journey breaking down?

You may discover that your greatest growth opportunity isn’t finding thousands of new people.

It’s doing more for the people who already walked through your door.

And if you need help identifying where those opportunities are hiding inside your business, that’s exactly the kind of work I do.

Or if you’d like to keep learning week by week, it’s also what I teach inside the Beautee & Brains Success Club .

Carol Phillips
Founder & CEO, BeauteeSmarts Global LLC

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Training Isn’t an Event: Why Behavior Change Takes More Than a Training Day

Carol Phillips — Sun, 20 Sep 2026 18:50:57 +0000

Training Isn’t an Event: Why Behavior Change Takes More Than a Training Day

Have you ever had a great training day?

Everybody is engaged. They’re excited. They’re practicing. They leave saying, “That was great. We’re going to do this.”

And then Monday happens.

The schedule fills up. Clients are waiting. Someone calls out. Managers have fires to put out. And little by little, it becomes very easy for people to fall back into the way they’ve always done things.

After more than 40 years of training beauty and wellness teams, there’s one thing I know for sure:

Training can happen in a day. Behavior change doesn’t.

Expectations Are Not Training

This is where I think many businesses get themselves into trouble.

We tell our teams:

Sell more retail.
Rebook more clients.
Give a better consultation.
Recommend home care.
Talk about upgrades.

And then we become frustrated when those things aren’t consistently happening.

But before we call it a performance or accountability problem, I think we need to ask a much more important question:

Have they actually been taught how to do it?

Because telling someone what you want them to do is not the same thing as teaching them how to do it.

“Sell more retail” is an expectation.

Teaching someone how to uncover a client’s needs, make a professional recommendation, explain why they’re recommending it and comfortably ask the client to take it home?

That’s training.

Great Training Should Be Designed for Behavior Change

I’ve never believed training should simply be about standing in front of a room for a few hours, delivering information, handing everyone a workbook and calling it done.

People need to understand what good looks like.

They need to learn the skill.

They need an opportunity to practice it.

They need to apply it to the real situations they encounter every day with their clients.

And once they’ve been properly trained, leadership plays an important role.

Practice it. Coach it. Reinforce it. Measure it. Recognize it.

Not ten new behaviors at once.

Start with one or two that have the greatest potential to improve the client experience or business performance and keep working on them until they become part of how your team operates.

The Question I Care About 30 Days Later

I love walking out of a training room when the energy is high and everyone is excited about what they’ve learned.

But that’s not how I measure whether training worked.

I want to know what happens next.

What is the team doing differently 30 days later?

Are consultations better?

Are clients receiving more complete professional recommendations?

Is the team more confident?

Are more clients rebooking?

Are behaviors changing?

And ultimately, are the numbers changing?

Because the goal of training isn’t simply to create a great training day.

The goal is to create better performance after it.

Before You Blame the Team…

If your team isn’t consistently doing what you expect them to do, don’t immediately assume they don’t care, aren’t motivated or need more accountability.

First ask:

Did we actually teach them how to do this well?

If the answer is no, start there.

And if you need help turning your business expectations into skills your team can confidently and consistently perform, that’s where I come in.

Carol Phillips
Founder & CEO, BeauteeSmarts Global LLC

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Carol Phillips Hosts New Spa Retail Education Series on ISPA iLearn

Carol Phillips — Fri, 04 Sep 2026 17:25:16 +0000

I’m Honored to Host This New ISPA iLearn Series

When ISPA invited me to develop a new retail education series for its iLearn platform, I immediately knew I wanted it to be more than a collection of presentations.

I wanted it to feel like a series of conversations with some of the brightest minds in our industry.

The result is a new 13-lesson educational series, now available to ISPA members as part of their membership benefits. It features insights from more than 10 respected spa and wellness leaders who generously share their experiences, ideas and practical strategies.

Throughout the series, I serve as your host, guiding conversations on the many areas that influence retail success across the entire guest journey.

We explore front-desk engagement, treatment-room recommendations, merchandising, wellness programming, KPIs, leadership, vendor partnerships, and the importance of creating a culture in which retail supports exceptional guest care.

Rather than presenting a single philosophy or a single way of doing things, the series brings together multiple perspectives from leaders who have built successful businesses, developed innovative brands, and discovered what works in today’s spa environment.

An ISPA Member Benefit

The complete 13-lesson series is available on the ISPA iLearn platform as one of the many professional development benefits provided to ISPA members.

This educational collaboration was created specifically for ISPA and its members. It brings together a variety of voices and perspectives to help spa professionals think differently about the role retail can play in the guest experience and the overall health of the business.

After more than 40 years in this industry, I continue to believe that retail is not about selling. It is about serving.

When our teams have the right education, systems and confidence, recommending products becomes a natural extension of caring for the guest. It helps guests continue the benefits of their spa experience at home while creating stronger relationships, more confident teams and healthier spa businesses.

I’m incredibly grateful to each of the featured industry experts who contributed their time and knowledge to this series. Their willingness to share real-world experiences is what makes the program so practical and valuable.

Thank you to ISPA for trusting me to host this important conversation and for continuing to make meaningful education accessible to its members.

I’m proud of what we created together and excited to see how ISPA members put these ideas into action.

The complete series is now available to ISPA members through the ISPA iLearn portal.

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Retail Isn’t Dead—It’s Disconnected (And That’s What I’m Addressing at ISPA)

Carol Phillips — Fri, 27 Mar 2026 19:46:04 +0000

There’s a quiet tension happening inside spa and wellness businesses right now.

Leaders are investing in training.
Teams care deeply about their guests.
The experience is thoughtful, elevated, and service-driven.

And yet…

Retail results are flat.
Recommendations feel inconsistent.
And even your strongest providers hesitate when it’s time to “sell.”

This isn’t a product problem.
And it’s not a talent problem either.

It’s a disconnection problem.

What I’m Seeing Across the Industry

After more than 40 years working inside spas, salons, resorts, and medspas, I can tell you this:

Today’s teams are not resistant to retail because they don’t understand it.

They’re resistant because it doesn’t feel aligned.

They don’t want to:

Sound scripted
Feel pushy
Break the flow of the service
Or risk losing trust with their guest

So instead… they stay quiet.

And when that happens, something important is lost.

Because retail—when done correctly—is not about selling.

It’s about completing the service.

The Real Cost of Retail Disconnection

When retail is missing or inconsistent, it impacts more than just revenue.

It affects:

Guest results (no homecare = no continuity)
Client retention
Team confidence
And your overall brand experience

Your guest leaves without the full solution.
Your team leaves feeling unsure.
And your business leaves money—and loyalty—on the table.

Not because people don’t care.

Because they’ve never been shown a better way.

What Needs to Change (And Why It Matters Now)

The spa industry has evolved.

Your sales approach needs to evolve with it.

Scripts don’t work anymore.
Pressure doesn’t work anymore.
“Just ask at checkout” definitely doesn’t work anymore.

What does work?

A shift in how your team:

Thinks about retail
Communicates with intention
And understands their role as a trusted guide—not a salesperson

This is where transformation happens.

Introducing The Sacred Sales Floor

At ISPA, I’ll be sharing what I call the Seven Sacred Sales Shifts—a framework designed to rebuild retail results from the inside out.

This is not about:

Memorizing scripts
Pushing product
Or adding pressure to your team

It’s about creating a Sacred Sales Culture where:

Retail feels natural, not forced
Teams feel confident, not uncomfortable
And guests receive a complete, elevated experience

Because when retail is aligned with service…

Everything changes.

A Preview of What We’ll Unlock Together at ISPA

During this session, we’ll go deeper into:

What’s really driving retail resistance in today’s teams
How fear and self-doubt quietly impact performance
The mindset shifts that rebuild confidence instantly
And how to create a consistent, elevated recommendation experience across your entire team

This isn’t just theory.

It’s the work I’ve implemented inside luxury spas, global brands, and high-performing teams for decades.

And it works.

For the Leaders Ready to Shift the Culture

If you’re leading a spa, managing a team, or responsible for performance…

This is your moment to reset the conversation around retail.

Not as a metric.
Not as a pressure point.

But as a core part of the guest experience.

Because the future of spa success isn’t just about service.

It’s about how well your team can:
connect, recommend, and complete the experience.

Join Me at ISPA

If you’ll be attending ISPA, I’d love to see you in the room.

And if you’re not…

This conversation is just getting started.

Because retail isn’t going away.

But the way we approach it?

That’s ready for a transformation.

The post Retail Isn’t Dead—It’s Disconnected (And That’s What I’m Addressing at ISPA) appeared first on Carol Phillips BEAUTEESMARTS GLOBAL.

The Flock and Gather Podcast with Allan Share and Carol Phillips

Carol Phillips — Tue, 27 May 2025 22:40:54 +0000

Episode 180: Carol Phillips Shares Retail Secrets on The Flock & Gather Podcast

Dive into Episode 180 of The Flock & Gather Podcast, where host Allan Share sits down with Carol Phillips, spa industry trailblazer and founder of BeauteeSmarts. With 40 years of experience, Carol reveals game-changing strategies for boosting service and retail sales in spas, salons, and medspas. A must-listen for spa owners, beauty pros, and wellness enthusiasts ready to thrive!

In this episode, Allan and Carol cover:

Carol’s journey: Selling makeup in high school, spa owner by 21
Working with brands, spas, resorts, and beyond
Why selling—especially retail—isn’t a dirty word
The power of education in an era of cutbacks
Embracing training to master your craft
Retail, retail, retail: How it pays the bills and drives profits

Listen Now and get inspired to elevate your beauty business!

Explore more wellness and spa industry insights with Allan’s full lineup of episodes at Flock & Gather.

The post The Flock and Gather Podcast with Allan Share and Carol Phillips appeared first on Carol Phillips BEAUTEESMARTS GLOBAL.

Seven Money Mistakes Creatives Make: An Interview with Christine Luken

Carol Phillips — Tue, 20 May 2025 18:47:35 +0000

Seven Money Mistakes Creatives Make: An Interview with Christine Luken

By Carol Phillips, BeauteeSmarts Global
Part of BeauteeSmarts’ Financial Wellness Series

As beauty professionals and creatives, you pour your heart into your craft—whether it’s styling, artistry, or building your brand. But managing money? That can feel like a whole different challenge. In our Financial Wellness Series, I’m thrilled to sit down with Christine Luken, the Financial Dignity Coach, to explore the financial challenges creatives face and how to overcome them. Christine shared her top seven money mistakes creatives make, along with practical fixes to help you thrive. Join us for her Financial Wellness Webinar Series to dive deeper, and read on for her expert advice.

1. Waiting Until You Have More Money to Manage It

Carol: Christine, I hear from so many beauty pros who say they’ll focus on finances once they’re earning more. Why is this a problem?

Christine: It’s one of the biggest money mistakes creatives make, Carol, is waiting for a bigger paycheck, which only amplifies the chaos when more money arrives. Managing what you have now builds the habits to grow your wealth. Learn where you are right now – learn to manage the Franklins now, and it helps prevent errors with thousands.

How to Fix It: Start today, no matter your income. Create a simple spending plan to track revenue and expenses. Open separate accounts for your business or projects, and review them weekly to ensure clarity.

Financial Wellness Tip: Join Christine in our Financial Wellness Webinar to learn budgeting basics tailored for creatives.
Pro Tip: Christine recommends tools like Monarch Money to simplify tracking. Follow the link for a 50% off private discount from Christine.

2. Not Having a System to Track Your Money

Carol: What’s another common financial stumble for creatives?

Christine: Flying blind—no budget, no tracking, no idea where money goes—is a recipe for stress. The “hope and vibe” approach isn’t a strategy. It’s a classic money mistake creatives make.

How to Fix It: Download your last three bank statements. Print them out so you can see where your money is going. It’s easier to see it on a letterhead-sized piece of paper than scrolling on your phone. Choose a tracking tool that suits your style, such as YNAB, EveryDollar, or a spreadsheet. Track income, expenses, and savings goals to align spending with your values.

Financial Wellness Tip: Discover Christine’s favorite budgeting tools in our Financial Wellness Webinar.
Quick Start: Christine suggests spending 10 minutes weekly reviewing transactions.

3. Undervaluing Your Skills and Art

Carol: I know many beauty pros struggle to charge what they’re worth. Why does this happen, and how can they fix it?

Christine: Undercharging or giving too much for free is a painful money mistake for creatives, Carol. If you don’t value your talent, others won’t either, which limits your income and sustainability. Shift your mindset: your creativity deserves fair pay. Research industry rates, consult with peers, and set prices that reflect your experience and impact. Define what you need to make per hour to support your lifestyle.

How to Fix It: Review your pricing and consider raising it by at least the standard cost of living if it seems too low. Test the response and stand firm in your worth.

Financial Wellness Tip: Get Christine’s pricing strategies in our Financial Wellness Webinar.
Action Step: Christine urges you to review your rates this week.

4. Focusing More on Your Credit Score Than Your Net Worth

Carol: Christine, some creatives obsess over their credit score. Is that the proper focus?

Christine: A good credit score is helpful, but focusing on it over your net worth—your assets minus debts—is a mistake. A high score with no savings and heavy debt isn’t progress. Net worth measures real wealth.

How to Fix It: Pay down high-interest debt, save consistently, and invest when possible. Even saving $100 monthly adds up. (which by the way is only $3.33 a day)

Financial Wellness Tip: Learn why net worth matters in our Financial Wellness Webinar. rebates
Resource: Christine points to this Investopedia guide for more on net worth.

5. Not Making Investing for Retirement a Priority

Carol: Retirement can feel far off for beauty pros with unpredictable income. Why should they prioritize it now?

Christine: Delaying retirement planning is a costly money mistake creatives make. The longer you wait, the more difficult it becomes to build a secure future. Start small—open an IRA or Solo 401(k) if self-employed, and set up automatic contributions, even $30 a month ( a dollar a day), to leverage compound interest.

How to Fix It: Explore retirement accounts at Vanguard or Fidelity and start contributing today.

Financial Wellness Tip: Christine shares retirement tips for creatives in our Financial Wellness Webinar.
Next Step: Set up a small automatic transfer to a retirement account this month.

6. Trying to Go It Alone

Carol: Many creatives take pride in their independence. How does that impact their finances?

Christine: Tackling finances solo can keep you stuck, Carol. Thinking you must figure it all out alone is a sneaky money mistake creatives make. Seek support—a financial coach, accountant, or money-savvy friend can transform your financial story without sacrificing control.

How to Fix It: Book a consultation with a coach like me or connect with a trusted advisor to get started.

Financial Wellness Tip: Learn how to build your financial team in our Financial Wellness Webinar.
Get Started: Christine offers free consultations at christineluken.com.

7. Letting Money Stress Run Your Life

Carol: Christine, I’ve seen money stress weigh heavily on beauty pros. How does it affect their lives, and what can they do about it?

Christine: Money stress is a silent money mistake creatives make, Carol. It saps your energy, clouds your creativity, and strains relationships. Constant worry about bills or unpredictable income can lead to burnout or even health issues. The emotional toll is real, but it’s fixable when you address the root causes.

How to Fix It: Take small steps to reduce financial uncertainty. Build an emergency fund, even $500, to ease anxiety. Practice mindful planning to feel in control. And don’t shy away from addressing the emotional side—journal about your money fears or consider speaking with a coach to shift your mindset.

Financial Wellness Tip: Christine will share stress-busting financial strategies in our Financial Wellness Webinar.
Action Step: Christine suggests setting aside $25 this week to start building an emergency fund and feeling more secure.

Your Path to Financial Wellness

Christine’s insights are a game-changer for creatives and beauty professionals looking to take control of their personal finances. BeauteeSmarts’ Financial Wellness Series is here to empower you with expert advice like this. Don’t miss Christine’s Financial Wellness Webinar to dig deeper into these strategies. Your craft and your future deserve a solid financial foundation.

About the Expert: Christine Luken, the Financial Dignity® Coach, has nearly two decades of experience helping thousands increase their net worth and pay off debt. Listen to her podcast, Money is Emotional, for more wisdom.

About the Author: Carol Phillips, Founder & Publisher of BeauteeSmarts Global, is a keynote speaker and beauty industry educator dedicated to empowering professionals through platforms like the BeauteeSmarts Success Academy.

Ready to transform your money story? Register for the Financial Wellness Webinar, contact Christine for coaching, or explore her resources today.

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CHA-CHING LIVE EVENT FOLLOWUP

Carol Phillips — Tue, 15 Mar 2022 18:16:12 +0000

The post CHA-CHING LIVE EVENT FOLLOWUP appeared first on Carol Phillips BEAUTEESMARTS GLOBAL.

Then & Now: Sales and Marketing

Carol Phillips — Fri, 17 May 2019 18:43:20 +0000

Article originally published Skin Inc. Magazine takes a look back and compares sales and marketing articles written by Carol Phillips then 1992 to now.

Oh my, has the sales and marketing landscape changed since September 1992. Back in the 90s, it was drastically easier for a skincare studio to stand out. Way back then estheticians only had to worry about department stores and “pink car ladies.” Of course, this was before the implosion of spas.

Today, consumers have thousands of options 24/7 to get beauty advice and products. More than ever, your clients have access to more information, miss-information and everybody with a video app and circle light is now an “expert.” You have unlimited access to consumers who are desperately seeking experts. However, to get them in your front door and on your super snuggly facial bed, consumers need to know you are there and how great you are. In this Then and Now, I will share five ways to fine-tune your sales and marketing message.

1. Define your unique selling position (USP).

What makes you and your business different? If you pay attention, you will notice Wendy’s and McDonald’s are often found directly across from each other on the same street. Both sell burgers, French fries, and salads. However, both have defined their USP. If you have kids you know, you have gone to McDonald’s for a happy meal. One is made to order, and one has square burgers. Remember 1984, “Where’s the beef?” messaging. One has consistently prepared food at value pricing. How do you tell and sell your services? What makes your beauty business unique? Your training? Do you only focus on acne? Do you specialize in lifting massage techniques? Do you wax tens of thousands of brows and are the brow expert in your marketplace?

You must define your USP before spending any money and investing time in your marketing plan. Almost every skin spa offers the same list of services. How you share your story explicitly helps shoppers make the buying decision quicker, faster, and easier.

2. Establish a method for your marketing madness.

Have you ever played the game Hungry Hungry Hippo? If so, you know you have to keep feeding the beast to win the game. Social media has allowed you to expand esthetic marketing beyond magazines, newspapers, radio, and direct mail of the 90s by enabling you to share your marketing message 24/7, but that comes at a price of feeding the beast. Just because you can “post” does not equal engagement, let alone sales. Just because you can take a photo on your phone, does not make you a photographer.

It’s not about how much visual diarrhea your clients can see, but more critical how are you telling and selling your story? You have at your fingertips a unique and virtually free way to communicate with your clients. Use these tools to educate and inspire your customers. Avoid using your social media accounts solely as a digital version of coupon books. Map out at least three months of your marketing message. Be thoughtful. Be deliberate. Be of value to your clients. I’m still not sure silly boomerangs will make your cash register ring.

3. Make it easy to find you.

Your mission should you choose to accept it, is to try to do business with your business. How easy can I find you online? Try finding your business if you don’t know the name of it. There are currently over 1.8 billion websites online today. In the old days, consumers used to let their fingers do the walking. Today, potential clients are surfing the web. Once they find you, are you telling your story succinctly? According to the Nielsen Norman

Group, most users stick around less than 59 seconds once they land on your website. When they finally get to your website, they want to see your phone number and click to dial, your address, your hours, and your specialty. Be clear. Be concise.

4. Establish a brand manager.

Your business brand is a precious asset. Who on your team is the brand ambassador for your beauty business? Recently, I was doing a brand and sales review for a client. Their medspa was “gifted” a marketing company with the purchase of a major piece of medspa equipment, and the contract was coming to an end. I was shocked and appalled when reviewing her business Facebook page when I saw one post all about “cat acne.” There was nothing about this medspa’s amazing corrective skincare or facials. Plus, their inherited marketing company even had a post promoting a laser procedure they did not even offer. The owner/lead esthetician was too busy doing facials every day and not managing her brand.

Another mistake I am seeing is when “non-techy” estheticians hire some 19 year old to handle their social media. Just because this person might be a wiz with their personal Instagram doesn’t mean they will solve all their marketing woes. You or your designed brand manager must be diligent to protect your asset. Your fonts, colors, service, and products all make up the voice of your business to tell the story. While you may have a small company, remember you are still competing against all the big box retailers who have their brand story defined and protected.

5. Make it easy to shop.

Estheticians need to have at least a 30% retail to service ratio to be successful. How easy is it for consumers to shop in your business? Ideally, shoppers should see at least three of every piece to sell on the shelf. My magic number for those beyond private practice is six. One mistake I still see after all these years is that owners need to stock their shelves like professional buyers. Buyers look at merchandise differently than estheticians. They look at trends, price points, press, time-sensitive sales, open-to-buy orders, and more.

How easy is it to physically check out in your store? If you have ever experienced checking out at the Apple Store, you know how painless the checkout process is.

Then. It was easier to be a big fish in a small pond in 1992 since our industry was still in its infancy. You did great work, and customers found you. When you told someone you were an esthetician, they wanted to know if you put people to sleep.

Now. Consumers today are on information overload. You have more tools at your disposal, but you have to learn to use them wisely to cut through the clutter. At least customers know what an esthetician is and what you can do for their skin.

http://skininc.texterity.com/skininc/september_2018/MobilePagedReplica.action?oly_enc_id=4468A9058734B3Y&r=4468A9058734B3Y&pm=2&folio=68#pg71

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Is Sales the Final Frontier? Carol Phillips BeauteeSmarts Podcast video with Tony Gordon

Carol Phillips — Fri, 19 Apr 2019 17:48:15 +0000

Original post and podcast by Tony Gordon

Are sales techniques the final frontier of service businesses? If you have tried almost everything else to enhance your beautee business, maybe it is time to dive into good old sales efforts.

I have often thought about the idea of making sales training a bigger part of my company training, but I have relented. Not that we don’t do some sales training, we do. Sales are often soundly rejected by so many stylists. Most stylists want to focus on artistic, design skills and definitely not sales. Even if the logic of sales techniques bringing more people to work on and more ways to make clients look and feel great. Why not then? Sales are simply uncomfortable for so many people. I asked one stylist on staff, she said: “you risk rejection and worse it might make you unlikeable.” God forbid any of us to take the risk that we are deemed not “nice.” “Nice” is one of those universal goods, it is like a currency or an additional star are on some blanket rating system if yelp had one for individuals. She is so nice…., bless her heart. Oh, gag me!

Thank God for this latest podcast with Carol Phillips from BeauteeSmarts a sales training company for the beauty industry. She talks about the success she has found. She tells us about salons and spas with 30% increases in sales and individuals seeing massive growth. Take a listen to this 30 years veteran of beauty industry sales with clients from Canyon Ranch to 5 chair mom and pops.

Subscribe to Tony Gordon Podcast

Tony Gordon is Master Stylist and Co-Owner of Gordonsalon.com with 4 locations in the Chicago area. Gordon Salon has won numerous awards, including, being placed as Salon Today Magazine’s Top 200 Salons in the United States for 13 years, and winning the Chicago Magazine Readers’ Choice Award for Best Salon in 2016 & 2017.

Find out more about Carol at

Carol Phillips BeauteeSmarts

300 Carlsbad Village Dr., #108A400 Carlsbad CA 92008

Phone 760.678.0022

CarolPhillips @ BeauteeSmarts.com

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