Aura Laser Skin Care Reports: Man Up

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Seattle, Washington-based Aura Laser Skin Care clinic announces surprising findings on skin-care trends, including dramatic increases in number of male patients.

Aura Laser Skin Care

Aura Laser Skin Care

At Aura Laser, we understand that treating men’s skin is just as important yet uniquely different from women’s.

More male patients than ever are seeking professional skin-care solutions, Aura Laser Skin Care announced today.

As part of a larger announcement regarding current trends in the skin-care industry, Aura Laser – a seven-year-old clinic with facilities in the Seattle Eastside neighborhoods of Bothell and Kirkland – revealed dramatic increases in the number of male patients seeking clinical services. The findings were based on a two-year study of Aura Laser Skin Care patients.

“When we opened the clinic back in 2005, we might have seen one or two guys a week,” noted Katy Issa, a Medical Aesthetician who founded Aura Laser Skin Care with her husband, former Microsoft Software Engineer Nader Issa. “Now, we regularly see five, eight, even 10 a day. I’d say a good 20 percent of our patients are now male.”

Just as it strives to cater to both light- and dark-skinned clients – traditionally, an under-served population in the skin-care world – Aura Laser has worked hard to incorporate male-friendly components. The clinic has slowly but steadily “brought in skin care products that are basically unisex,” Katy Issa said, citing products that “don’t have any scent at all, because men don’t want products that smell too flowery.”

“We’ve even changed the sunscreens that we use, switching to products that are non-greasy and non-oily and not too perfumed,” she added. “This way, when a guy gets his treatments and walks out of here, he would not smell flowery.”

But minimizing the feminine fragrances is only half the battle to win men’s minds, hearts and skin. In addition to instructing them on tools and techniques used specifically to treat male patients, Katy Issa has specially trained her Aesthetician staff – currently numbering one male and five females – “to be able to communicate with men, insofar as their medical needs and desires.”

“Men don’t only have specific skin types and specific conditions – they have specific feelings,” Katy Issa said. “When it comes to dealing with these skin issues, they have specific emotions, often different than those expressed by female patients. That needs to be taken into account to truly make a connection and provide an appealing customer experience.”

That level of care is nothing new to the Issas or their staff, as exemplified by their two-year study’s glowing assessment of the clinic’s word-of-mouth referral business. All told, Aura Laser Skin Care saw over 10,000 patients in 2011, doubling its 2010 business and setting new records for number of patients seen and number of successful treatments administered.

“We’ve had quite a large number of returns and referrals from existing patients,” Nader Issa noted. “That’s always a good thing and a strong indicator that you’re doing something right.”

Katy Issa agreed the study’s strong numbers reflected Aura Laser Skin Care’s focus on customer service, including the lead Aesthetician’s personal consultation on every treatment and procedure and her 24/seven availability to patients via Twitter and other social media networks, which she uses to keep up with patients’ progress and address their recovery questions or concerns.

That friendly focus, she added, helps explain the clinic’s increasing success among Greater Seattle-area men with skin-care concerns.

“We can make anyone feel comfortable,” Katy Issa said. “Once they come in and experience our straightforward manner and see that we can relate to their conditions or situations, they relax right away and wind up having a very positive experience.”

“Sometimes, it’s not easy for a man to seek out help for skin-related issues, which are traditionally considered ‘cosmetic’ in nature,” she added. “But at at Aura Laser, we understand that treating men’s skin is just as important yet uniquely different from women’s. According to the results of our customer study, it’s working!”

About Aura Laser Skin Care
Aura Laser Skin Care is a skin clinic and medical spa with two locations in Seattle Eastside’s Bothell and Kirkland neighborhoods. Founded in 2005 by husband-and-wife team Nader and Katy Issa, the clinic and its staff of a Physician, six Medical Aestheticians, two Medical Assistants and a Spa Manager provide state-of-the-art aesthetic and anti-aging skin treatments in a beautiful spa setting. Now in its seventh year of operation, Aura Laser Skin Care offers an outstanding results-oriented experience that includes friendly prices, free consultations and helpful financing options.

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Ed Eshel
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