5 MINUTES WITH… EMILY-LOUISE VARNFIELD
Emily-Louise Varnfield, founder of The Beaute Group, discusses the future of aesthetic technology, the importance of clinical outcomes and the opportunities shaping the industry.
WHAT INSPIRED YOUR MOVE FROM CLINIC OWNERSHIP TO AESTHETIC TECHNOLOGY?
“I started my career with the basics of beauty, then I brought in a laser machine and I had a really poor experience. The company that I had purchased from had sent me a used machine, with loads of pieces missing and conflicting training.
“I began to think, I am a salon owner. I know what it’s like. How can I make this better in the industry?
“ When I looked at the industry as a whole, there were a lot of businessmen in suits rather than clinic owners and they could sell you the best device in the market, but they didn’t actually understand all of the pits and the highs of running a clinic.
“I wanted to support salon owners like myself, because I understand the whole 360 of what they’re going through.”
HOW DO YOU SUPPORT CLIENTS BEYOND SELLING THEM DEVICES?
“There is often the shiny product syndrome of getting a lovely device and then after the fad’s gone clients don’t really know what to do with it.
“I’ve built the group as a business as a whole, with extra training, marketing and sales support. You can’t just have a machine and no training or marketing.
“Our customers expect a lot, because buying a machine is a big investment for their business and it has to be the right one. “There are still a lot of companies out there that are just kind of pushing technology and it doesn’t really fit in with that business model.
“Clients need to start with a business analysis, look at their target market and aspirations for the business before investing in a device.”
HOW DO YOU EVALUATE TECHNOLOGIES BEFORE BRINGING THEM TO MARKET?
“Looking at the client’s needs.
“There are a lot of buzzwords in the industry, and misinformation spread across social media.
“When we introduce something new, it’s always that clinical side of what is lacking in the market.
“We wouldn’t incorporate a machine if we didn’t feel it was beneficial for that client’s programme or journey.
“Brands have openly said they don’t want a fad. They’re looking at what will genuinely benefit the client’s skin and outcomes.”
HOW CAN PROFESSIONALS DIFFERENTIATE BETWEEN TRENDS AND INNOVATION?
“Again, the clinical outcomes. “Is there going to be a progression in the treatment, the skin concern or the body concern that they’re looking to treat? Or is it just a superficial treatment? “Practitioners are loading so many oils onto the skin for them to get that photo at the end, and their skin looks incredible. But they are not dealing with any of the actual skin concerns.”
WHAT ROLE WILL AI PLAY IN THE FUTURE OF AESTHETICS?
“I can see it definitely progressing more on the clinical side.
“I’m two years into building an AI platform, where the consumer can have a full AI skin scan in a clinic or online.
“Following the scan they are then recommended treatment in clinic and depending on what skin concern they’re struggling with, they can then get connected to a professional.
“We want to make platforms where clients are better informed about their choices and their skincare needs.
“What we lack in the industry is a place for clients to actually see their progress.
“On our platform, patients will have their before photo and then an ongoing timeline of their results and treatment journey.”
WHAT DOES THE FUTURE OF AESTHETIC TECHNOLOGY LOOK LIKE?
“Longevity is huge in the industry at the moment. We’re looking more at the longevity side of treatments rather than a quick cure.
“Part of our ethos is making skin longevity more accessible.
“There are lots of longevity destinations that high-net-worth individuals go to spend five or ten thousand pounds, but there’s nothing for the average patient. We would love to make these treatments more accessible for people alongside offering personalised support.”