MELITTA SMITH, Director of Plush Skin, Body & Beauty shares how she has made a meaningful impact through her skin clinic.
What inspired you to start Plush Skin, Body & Beauty?
What inspired me was the passion and purpose that drive me to create a space for clients where they feel heard and understood with their beauty and skin needs – not feeling like a number, but feeling as though they matter and are important.
The flexibility of owning a business means I can create an environment true to my heart: to leave a legacy and make a positive impact on someone’s confidence, which then flows on to how they feel about themselves.
I had seen clients treated as if they were just numbers, and I vowed when I opened my business that this would never happen.
Can you share your core philosophy when it comes to skin and beauty treatments, and how it sets your clinic apart?
My philosophy is about the meaning and connection between us and our clients. Our motto is ‘You deserve only the best,’ and we are passionate about providing knowledge and education throughout our clients’ skin journeys. We pride ourselves on being a five-star, customer service-based salon.
What sets us apart is our commitment to education and continuous learning, ensuring we always have trained Experts in the business. Our vision is very clear: with every client we see, we have a genuine curiosity to ask, “How is your skin feeling?”
Our goal is to change one skin at a time and see our clients thrive by empowering them.
What steps do you take to ensure that every client has a unique and positive experience at your clinic?
To build trust and create authentic relationships that foster loyalty, we take the time to listen and understand our clients’ needs, goals, and lifestyles. This allows us to personalise and customise our services to provide the most positive client experience.
We personally call clients to touch base, gather feedback, and check in to see if they need any further guidance. Going the extra mile can mean so much to clients and adds that special touch.
Being consistent and providing quality results ensures that every client leaves feeling satisfied, reinforcing that we are experts in our field and that we genuinely care.
How do you and your team stay inspired or educated when it comes to delivering professional skin treatments?
Continuous training and education are key. I also run a successful monthly product incentive program, which is supported by our stocked brand, Dermalogica.
Additionally, I offer in-house rewards – like dinners, weekends away, trips, or show tickets – if my staff meet their targets. I try to inspire my team through my passion for skin and skincare, hoping my enthusiasm rubs off.
My salon is filled with Dermalogica Experts, and my team must be willing to continue with professional development, not only to fuel their own passion and journey but to better assist them in building a career in skin.
I believe we must practice what we preach, and being a good mentor keeps the team engaged and motivated. It also helps to have goals, regular feedback, and the excitement of rewards to challenge themselves, while staying on top of new trends to keep it interesting and relevant.
What have been some of the biggest challenges you’ve faced in the beauty industry, and how have you overcome them to achieve success?
One of the biggest challenges has been the ever-changing expectations of our industry – the goalposts are constantly moving with new technology, new ingredients, and growing expectations around how quickly we can deliver results.
This can be challenging at times, especially with social media and managing client expectations.
The rise of new social media platforms since I opened 12 years ago has made it feel like a full-time job at times, pulling business owners away from their craft and the reasons they went into business in the first place.
There are honestly many ongoing challenges – keeping up with trends, building client loyalty, managing business growth, standing out among so many other salons, and handling staff and client expectations. It’s a daily exercise to navigate.
How I overcome these challenges is by maintaining clear communication, focusing on our strengths, continually learning and growing, and never stopping. Education is key, and staying true to yourself and your vision is crucial.
What are your future goals for Plush Skin, Body & Beauty, and where do you see the business in the next five years?
My goal for the next five years is to relocate my salon into a larger space.
A new space will allow for a more relaxing atmosphere for both clients and the team.
I aim to expand our services, enhance the client experience, grow my team and their education, and launch new innovations in skincare and skin health – hopefully attracting a wider clientele and continuing to inspire clients about the importance of skin health.
What advice would you give to someone looking to start their own beauty clinic?
Try not to compare yourself with other salons. We all have fears in small business, but if you are truly passionate about your craft, my advice is to own it and believe in yourself.
Back yourself, put in the work, and you can’t fail. Stay in your own lane with the vision you have for your beauty clinic and stay true to that. Clients will find you, because we are all unique in our talents.
Invest in yourself and your team, and the rest will follow. Build a reputation you are proud of.
