Hydrafacials are the next big thing. In fact, they are already a big thing with their stratospheric popularity translating to a treatment every 15 seconds globally.
But is it a viable and useful treatment, and what are the downsides to offering it in your clinic?
Why They’re So Popular
The detractors say that Hydrafacial has pumped millions of dollars into advertising and influencer marketing to boost its profile, and that’s entirely true. However, this treatment has achieved mainstream popularity quickly due to two critical factors. Firstly, it can be used on almost all skin types, including sensitive and damaged skin. Secondly, because of the way the treatment is conducted (more on that in a moment) results are evident immediately.
How It Works
Online forums are rife with comparisons between hydrafacials and hydrodermabrasion. Indeed, many clinics and suppliers have extended their water-based dermabrasion treatments to lessen the competitive difference offered by hydrafacials, which, in fact, offers four treatments in one, (although, certainly not for the price of one).
The first step uses a patented technology called ‘vortex’ to open the pores, do a superficial cleanse and gently exfoliate the epidermis.
The second stage is essentially hydrodermabrasion. Glycolic acid is used to loosen debris and perform a deeper clean.
Next, ’vortex extraction’ removes impurities and blackheads. The company also claims that it may have a positive impact on acne. When people talk of hydrafacials being a vacuuming treatment, it’s this stage they’re referring to.
Finally, there is an application of peptides and antioxidants. After all this, it becomes obvious why visual results are immediately apparent.
After the treatment, your clients will be able to see the amount of dirt and debris in one of the cleansing bottles on the device. You may have noticed people sharing these on their social media profiles.
What’s the Catch?
There is no doubting that a treatment like this is a fantastic addition to an aesthetic offering. However, it’s important to have all the information before going too far down the purchasing path. The major catch is cost. Not necessarily the cost of the device, but the ongoing cost associated with serums, acids and additional add-ons. Of the 4 steps mentioned above, three require the inclusion of some form of an add-on. Of course, you can make this up in the cost of treatment, but it’s a good idea to build it into your budget. Also, if you consider buying off-brand solutions, the Hydrafacial company is thinking of you. Remember all that marketing they did? A good chunk that was dedicated to educating people why their proprietary serums are the best and encouraging people to ask them by name.
There is also the issue of competitiveness driving the price down. Many clinics have complained about the surge in the popularity of the treatment being both a blessing and a curse as more clinics start offering the treatment in their local areas.
The bottom line is, this is an excellent treatment that has legions of followers and fans around the world. If you’re thinking about offering it, do a competitor analysis, and research the unique selling points to make sure your clients will embrace it.