The Retention Advantage.
Why every generation requires a different approach. By Emma Hindmarsh Conan, Founder of SomeplaceGood and GM of Murad Australia Two clients. Two consecutive appointments. The same concern noted on the intake form, the same treatment booked, the same expectation of expertise waiting in the room. But the similarity ends there. The first client is 26. She found your clinic on TikTok, has already watched multiple videos explaining the treatment she’s booked, and arrives fluent in ingredient language. She references actives before you’ve even touched her skin. She’s not here to be convinced. Rather, she’s here to assess whether your expertise adds anything beyond what she already knows. The second client is 54. She booked because her GP mentioned your name. She doesn’t want an ingredient lecture or a deep dive into formulations. What she wants is reassurance that you’ve seen this before, that you understand what’s happening in her skin,