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Elaine Stoddart asks the question; is there a future for Electrolysis?

looking forwardlooking forward

Time and time again I hear negativity about electrolysis. Not about the efficiency, effectiveness or efficacy of the treatment – about that there are never any complaints! No, these are comments about the perceived ‘old fashioned’ market positioning and image of electrolysis. How negativity can be created about what has got to be the most successful treatment in the beauty portfolio, a treatment that delivers ALL its promises is beyond me.

No future?

So how does this negativity manifest itself and where does it come from? The words needles, pain, scarring, slow, cumbersome, old-fashioned are all descriptions that are often focussed on when electrolysis is written about. These misconceptions seem to originate primarily from the consumer press but also others in the beauty industry who have never mastered the art of electrolysis or those who work in the newer technologies. More importantly, possibly as a reaction to the consumer press standpoint, this negativity also manifests itself in the eyes of many consumers.

Negative Consumer PressThe consumer press want sex. Sex sells. Sadly a very expensive IPL or Laser machine is perceived to be sexier than an electrolysis machine. Is it because an electrolysis machine is a quarter of the price? Perhaps if we doubled the price and made a machine with voluptuous curved lines and smooth sexy luxurious fur lined buttons we would be more attractive to the consumer press? Perhaps it is the needles (or probes) that we use that are scary? Maybe these are not sexy enough, although conversely, hypodermic needles (much more scary in my book) do not seem to suffer the same fate when used with Botox. It is an interesting conundrum.

It could be argued that the way the newer technologies are marketed and advertised does not focus on those with hirsute problems but rather young, nubile, sexy females thrusting their hair free body parts at the camera (incidentally with absolutely no evidence of any cellulite)! In other words unreal, unrealistic images are portrayed in the press for hair reduction methods whereas electrolysis remains very much in touch with reality.

When the newer technology methods of hair reduction initially appeared in the market place they arrived with all barrels blazing often accompanied by unrealistic promises of permanence, exaggerated claims of comfort levels, speed of treatment and skin and hair types that could be treated. With no Healthcare Commission control at the time, this initially illustrated them in a very attractive light and the consumer press lapped it up. Therefore, it could be argued that the consumer was fed information that appeared at times economical with the truth. That wrong has never been righted so has over time become a ‘non-fact’ and…well…if you can’t believe the press who can you believe?

Electrolysis is a SpecialismElectrolysis is a hard skill to master. Not all therapists are suited to it and many prefer

to specialise in Spa work, Nails, Make up or one of the other valued necessary subjects in our diverse portfolio of Beauty Therapy and all of us are very supportive of the expertise of those practitioners who specialise in their individual fields.

However there are therapists working today who offer electrolysis but have never done any refresher training or CPD for possibly 20 odd years! There are also therapists who perform just a small amount of electrolysis, the skill of which they struggle with and have done for years. These are practitioners who, in my opinion should shape up or ship out.Uncompromising? Possibly, but their clients will not be receiving the best, most up-to- date treatment that therapists can provide and that is the key to a good therapist – always providing the best treatment you possibly can.

Electrolysis EducationI listen to students saying they don’t want to learn electrolysis because it’s old fashioned, nobody uses it and that they’d rather perform Laser or IPL instead. Well the reason they say that is because electrolysis is a difficult skill to learn. Laser and IPL is perceived to require less skill and seen as the easy way out although recently, with the tightening of standards, (thanks to the Healthcare Commission) electrologists are being sought as operators of the newer technologies in hair reduction as they bring a wealth of

knowledge regarding the skin and hair to the equation. Learning the art of electrolysis is difficult, it requires a great deal of practice, dedication, dexterity, professionalism, empathy and compassion – all skills which only the hardest working, motivated and dedicated students can hope to attain.

The majority of lecturers are totally dedicated individuals who give 110% and truly care about offering the highest standards of teaching to their charges and therefore regularly take Lecturer refresher courses run at Sterex to keep their skills current and authentic. However not all lecturers are as keen on the subject of electrolysis. Some may not have ‘revisited the art of electrolysis’ for some years and not welcome the inclusion of electrolysis onto their teaching timetable.

Some time ago I received an email from a lecturer at a college which read:

‘We no longer teach electrolysis because it is such a long course and not enough people want to learn. Plus it is a dying art so there is not too much demand after training anyway’.

I put this argument to some well known electrologists and got some interesting comments back. Here are just 3 of those comments:

‘There is not a day that goes by when we do not have an electrolysis client. The difference it has made to so many peoples lives by having this treatment is amazing. I often treat 7 people a day and that’s personally - not even counting the other 5 therapists at my salon. It is wonderful to see the confidence people gain from having this treatment it can make them a new person’.‘Elizabeth Anne’ Salon Wales Ann Marie Price

‘What a pity someone should take that attitude and how poorly informed she is. As Chair of the British Institute and Association of Electrolysis I know very well that electrolysis is far from a ‘dying art’. It is the mainstay of my 20 year old business in Glasgow city centre employing 9 staff. We are open 7 days a week and around 80% of our workload is electrolysis.

I expect this lady thinks that Laser and IPL have taken over from electrolysis. Does she want to condemn all those who are not suitable for laser and IPL – and there are many - to a life of hirsutism? My clinic offers IPL treatment as well as electrolysis but we still have much more demand for electrolysis.’Helen Graham - Chair BIAE (2006-2008) About Face Glasgow's Premier Electrolysis, IPL & Beauty Clinic

‘Oh Dear! This is someone teaching with blinkers on. Definitely not keeping up with trends. My business wouldn't exist without Electrolysis. 80% of my clientele start with me because they need Electrolysis. Not everyone is suitable for IPL or Laser or can afford to have these treatments. I have also taken on clients who have had ‘Laser’ and after several months have come to me as their hair has returned. Most distressing for the clients when you've been assured that the treatment is finished and you are hair free!! Electrolysis will always be needed in the salon. Just look at job descriptions which are typically…Beauty Therapist needed. Two yrs experience, must have electrolysis!!!!’Mandy Painting (current chair BIAE) Beauty Gallery - Suffolk

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looking forward conti…Ill informed ConsumersBombarded by the consumer press, Z list celebrities, TV programmes featuring self- obsessed individuals who go to extortionate lengths to become hair free and marketing and advertising material full of hype what chance does the consumer stand?

In addition to this, the consumer may have had a bad experience before with an unskilled practitioner and be hesitant to try electrolysis again. Clients are well practiced at publicising bad experiences and sadly not so often the good ones, so this may have scared off both that client and other potential clients.

Technology has moved on in electrolysis, we certainly haven’t sat on our laurels for the last 135 years! Pre 1981 (when Sterex invented the sterilised disposable needle) needles were re-used! So if a client was 20 when she first tried electrolysis she would be 50 years old if considering treatment again – (perfect for those in the know – puberty and menopause – the two main hormone in-balancing times of our lives) and she will remember a method and needles which were not as sophisticated and comfortable as they are nowadays.

So what is the future of electrolysis? Is it a dying art? Is it a popular treatment anymore? Has Laser taken over? Is it worth training to be an electrologist? Is electrolysis as dead as a Dodo? Visit the Sterex website www.sterex.com and you will see many testimonials from therapists and consumers extolling the virtues of electrolysis.

The future of electrolysis looks excellent. Perhaps it is a combination of the consumer falling out of love with IPL and Laser or, at least, realising their limitations they are returning to the perceived ‘old fashioned’ hair removal method that delivers exactly what it promises - permanence.

Perhaps the recession has had a part to play with the cost implications of laser treatment. Also the recession has resulted in society returning to many ‘ancient’ habits such as proper cooking, allotments, mending broken items and not throwing out clothing worn but once

or twice. A ‘movement’ back to things of perceived value is growing and with it the benefits of our beloved, reliable and worthwhile electrolysis treatment is being reconsidered and favourably re-evaluated by the consumer.

WE, the electrologists are the experts and we have to get OUR message across and in hundreds of thousands of salons and clinics out there that is exactly what is happening. Electrolysis is experiencing a massive resurgence in popularity. Let us recognise and embrace that with open arms and ensure we are ready with up-to-date training and CPD. Alternatively why not think about re-training – in only 7 days Sterex can make you an electrologist and give you a whole new career. Alternatively train in Advanced Electrolysis in only 2 days and add lucrative skin blemish treatments to your portfolio.

Electrolysis is very profitable for the therapist so this is all very good news – usually charged at between £1-£2 per minute – with a 10 minute minimum treatment time and a needle at only 32p approx. the profit margin is considerable. With Advanced Electrolysis charged at £200 per hour and a 32p needle, the profit margin is phenomenal.

Electrolysis is still the only method of permanent hair removal and the only one legally allowed to claim that distinction. Electrolysis is alive and well being performed in hundreds of thousands of salons and clinics in the UK and the rest of the world to hundreds of thousands of satisfied customers!

So, is there a future for Electrolysis? Yes most definitely there is!