Our skin is a mirror into the state of our physical (and mental) health. Depending on how our skin looks, our bodies could be suffering from conditions like dehydration, lack of vitamins, etc. When you are having issues with your skin, it is a sign that something is out of balance.
It is our natural state to have healthy, glowing skin.
The Steps to Jumping into the Skin Care Industry
Dr. Trevor Cates talks about her skincare line and how she dove into the skincare industry.
Step 1: Choosing natural ingredients for her skincare line
Trevor reflected on the feedback from her clients when she instructed them to choose natural skincare products. They were unhappy with the natural products that were in the market. So Trevor started to do some research on the skin, skin microbiome, and the ph of the products that we need. That is why she started creating her own skincare line.
It is important for people to have this understanding of skin as an outer reflection of inner health.
Step 2: Marketing The Spa Dr.
Since she started her business by working with patients directly, she decided that making sure people had the right knowledge when it comes to skincare was an important first step. So Trevor decided on writing a book. While promoting her book, Clean Skin from Within, she launched an online summit. From her list of 10,000 contacts, the registration for her summit quickly ballooned to 40,000 people.
I actually kinda started with a bang.
Step 3: Authenticity and Your Mission
Making sure that your message, image, and brand are authentic is one of the key elements of a successful online business, especially when it comes to skincare. Trevor makes sure that her brand lines up well with her mission, which is to help people with their health. She’s not focused on the superficial side of the skincare industry. Because of that, her colleagues and connections in the industry believe in the same message she does. This fosters a supportive space where she and her connections support and help each other.
In the health and wellness space, we’re trying to help heal people.
Step 4: The Changing Times and Innovation
Because the internet is an ever-evolving space, it is increasingly imperative that new companies, businesses, and brands that want to work online focus on innovation and creativity. Because there are so many podcasts and online summits, new brands need to think of different ways to present their information and products.
You have to be different. You have to set yourself apart from everyone else.
Since Trevor comes from a medical and educational background, she is a proponent of always learning. Because of that, she didn’t bat an eye at doing the necessary research needed to learn the ins and outs of online marketing.
Online has really become a crowded space… I realized that I need to be really specific with my brand and what’s going to bring a return on time and money.
Step 5: The different parts of taking care of your skin
In order to take care of your skin, you need to take care of both your inner health (what you put in your body) as well as your outer health (what topical products you put on your skin). She wanted to keep her skincare line (topicals for outer health) simple so she focused on the essential four parts: cleanser, serum, moisturizer, and a plant-based oil blend to help boost your healthy glow.