Milady’s Standard Esthetics: Fundamentals Course Management Guide
MILADY’S STANDARD ESTHETICS:
FUNDAMENTALS 10TH EDITION
(PUBLISHED 2008)
PART I: ORIENTATION
Chapter 1—History and Career
Opportunities in Esthetics
Objectives:
–Describe the cosmetics and skin care
practices of earlier cultures
–Discuss the changes in skin care and
grooming in the 20th and 21st centuries
–Name and describe the career options
available to license estheticians
–Explain the development of esthetics as
a distinct, specialized profession
Chapter 2—Your Professional Image
Objectives:
–List the basic habits of daily personal
hygiene
–Demonstrate proper standing and
sitting posture
–List the characteristics of a healthy,
positive attitude
–Explain the attributes of a strong
work ethic
–Define ethics
–List the most effective time manage-
ment techniques
Chapter 3—Communicating for Success
Objectives:
–List the golden rules of human relations
–Explain the importance of effective
communication
–Conduct a successful client consultation
–Handle delicate communications with
your clients
–Build open lines of communication with
coworkers and salon managers
PART II: GENERAL SCIENCES
Chapter 4—Infection Control: Principles
and Practice
Objectives:
–List the types and classifications of
bacteria
–Define hepatitis and AIDS and explain
how they are transmitted
18933_02_Tab02_p007-016.indd 8
MILADY’S STANDARD ESTHETICS:
FUNDAMENTALS 9TH EDITION
(PUBLISHED 2003) SYNOPSIS OF CHAPTERS
PART 1: ORIENTATION 2003: Chapter 1 covers the history of
skin care; esthetics career opportunities;
Chapter 1—History and Career
and the future of esthetics.
Opportunities in Esthetics
2008: Chapter 1 covers the same topics
Objectives:
from a more contemporary point of view.
–Describe the cosmetics and skin care
practices of earlier cultures
–Discuss the changes in skin care and
grooming in the 20th century
–Name and describe the career options
available to licensed estheticians
–Explain the development of esthetics as
a distinct, specialized profession
Chapter 2—Your Professional Appearance 2003: Chapter 2 covers professional
appearance, including personal hygiene
Objectives:
and physical presentation; professional
–List the basic habits of daily personal
conduct; professional ethics; life skills;
hygiene
and time management techniques.
–Demonstrate proper standing and sit-
ting posture 2008: Chapter 2 covers the same topics
–List the characteristics of a healthy, as in 2003; some sections have been
positive attitude reorganized to create an improved
–Explain the attributes of a strong work sequence.
ethic
–Define ethics
–List the most effective time manage-
ment techniques
Not Applicable 2003: Communication skills are covered
in Chapter 21.
2008: Chapter 3 covers human relations;
in-depth communication basics; the client
consultation; special issues in communi-
cation; and in-salon communication.
Note: It includes the 10-Step Consultation
Method, a complete consultation system
that is designed to lead to successful
services and conclusions.
Chapter 3—Sanitation and Disinfection 2003: Chapter 3 covers bacteria; viruses;
how pathogens enter the body; para-
Objectives:
sites; immunity; Universal Precautions;
–List the types and classifications of
principles of prevention; and estheti-
bacteria
cians’ professional responsibility.
–Define hepatitis and AIDS and explain
how they are transmitted
–Discuss the different types of disinfec-
tants and how they are used
© 2009 Milady, a part of Cengage Learning.
8/7/08 1:58:32 PM

–Discuss the different types of disinfec-
tants and how they are used
–Describe how to safely sanitize and dis-
infect various salon tools and surfaces
–Explain the differences between steril-
ization, disinfection, and sanitation
–Understand the importance of sanita-
tion for the health and safety of your
clients, and for yourself
Chapter 5—General Anatomy and
Physiology
Objectives:
–Explain why the study of anatomy,
physiology, and histology is important
to the esthetician.
–Describe cells, their structure, and their
reproduction
–Define tissue and identify the types of
tissues found in the body
–Name the 11 main body systems and
explain their basic functions
Chapter 6—Basics of Chemistry
Objectives:
–Define chemistry and its branches
–Explain matter and its structure
–Discuss the properties of matter and
how matter changes
–Explain the differences between solu-
tions, suspensions, and emulsions
–Understand how acid, alkaline, and pH
affects the skin
Chapter 7—Basics of Electricity
Objectives:
–Define the nature of electricity and the
two types of electric current
–Describe the four types of electrother-
apy and their uses
–Explain electromagnetic radiation and
the visible spectrum of light
–Describe the rays used in light therapy
and their benefits
–Describe what the acronym LASER
stands for
Chapter 8—Basics of Nutrition
Objectives:
–Identify macro and micronutrients
–Understand the dietary guidelines for
foods
© 2009 Milady, a part of Cengage Learning.
18933_02_Tab02_p007-016.indd 9
–Describe how to safely sanitize and dis-
infect various salon tools and surfaces
–Explain the differences between steril-
ization, disinfection, and sanitation
Chapter 4—Anatomy and Physiology
Chapter 5—Chemistry for Estheticians
Objectives:
–Define chemistry and its branches
–Explain matter and its structure
–Discuss the properties of matter and
how matter changes
–Explain the differences between solu-
tions, suspensions, and emulsions
–Understand how acid, alkaline and pH
affect the skin
Chapter 7—Basics of Electricity
Objectives:
–Define the nature of electricity and the
two types of electric current
–Describe the four types of electrother-
apy and their uses
–Explain electromagnetic radiation and
the visible spectrum of light
–Describe the rays used in light therapy
and their benefits
Not Applicable
Tab 2 Transition Tools
9
2008: Chapter 4 covers the same topics
as in 2003; there is more detailed infor-
mation about first aid.
2003: Chapter 4 covers cells; tissues;
organs; and the 10 body systems.
2008: Chapter 5 covers the same topics
as in 2003. There is updated information
on the body’s 10 systems.
2003: Chapter 5 covers chemistry,
matter, potential hydrogen (pH); chemi-
cal reactions; and chemistry as applied
to cosmetics.
2008: Chapter 6 covers the same topics
as in 2003. Some subtopics have been
stricken or expanded to reflect modern
skin science wisdom.
2003: Chapter 7 covers electricity; elec-
trical equipment safety; electrotherapy;
light waves and light rays; and light
therapies.
2008: Chapter 7 covers the same topics
as in 2003; additional information on
lasers, LED, and microcurrent devices is
included.
2008: Chapter 8 covers nutrition recom-
mendations; nutrition for the skin; mac-
ronutrients; micronutrient (vitamins);
minerals; nutrition and esthetics; water
and the skin. (continued)
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 Milady’s Standard Esthetics: Fundamentals Course Management Guide
10
MILADY’S STANDARD ESTHETICS:
FUNDAMENTALS 10TH EDITION
(PUBLISHED 2008)
–Understand vitamins and their benefits
–Explain the benefits of water intake
–Discuss the benefits of proper nutrition
–Explain how nutrition relates to healthy
skin
PART III: SKIN SCIENCES
Chapter 9—Physiology and Histology of
the Skin
Objectives:
–Describe the functions of the skin
–Explain the layers of the skin
–Discuss the anatomy of the skin
–Define collagen and elasticity
–Explain how skin gets its color
–Name the glands of the skin
–Discuss sun damage and sun protection
–Explain how the skin ages
–Understand free radical damage
–Understand the effects of hormones
on the skin
Chapter 10—Disorders and Diseases of
the Skin
Objectives:
–Identify common skin conditions and
disorders
–Explain the different types of skin
lesions
–Identify which disorders are contagious
–Know which disorders to refer to a
physician
–Recognize potential skin cancer growths
–Understand acne and the causes of the
disorder
–Recognize the different grades of acne
Chapter 11—Skin Analysis
Objectives:
–Identify skin types
–Identify skin conditions
–Be familiar with the causes of skin
conditions
–Explain the causes of skin conditions
–Understand UV rays and how rays inter-
act with skin
–Explain healthy habits for the skin
18933_02_Tab02_p007-016.indd 10
MILADY’S STANDARD ESTHETICS:
FUNDAMENTALS 9TH EDITION
(PUBLISHED 2003)
Chapter 8—Physiology and Histology of
the Skin
Objectives:
–Describe the functions of the skin
–Explain the structure and layers
of the skin
–Discuss the anatomy of the skin
–Define collagen and elasticity
–Explain how skin gets its color
–Name the glands of the skin
–Discuss sun damage and sun protection
–Explain how the skin ages
–Understand free radical damage
–Discuss nutrients, vitamins, and the
benefits of proper nutrition
Chapter 9—Skin Disorders and Diseases
Objectives:
–Identify common skin conditions and
disorders
–Explain the different types of skin
lesions
–Identify which disorders you would not
address
–Know which disorders to refer to a
physician
–Understand acne and the causes of the
disorder
–Recognize the different grades of acne
Chapter 10—Skin Analysis
Objectives:
–Identify skin types
–Identify skin conditions
–Be familiar with the causes of skin
conditions
–Be aware of treatment contraindications
–Perform a skin analysis
–Perform client consultations
–Fill out skin analysis charts
© 2009 Milady, a part of Cengage Learning.
SYNOPSIS OF CHAPTERS
This new chapter is devoted to the
basics of nutrition as it pertains to the
skin and to the entire human body.
2003: Chapter 8 covers skin facts; skin
functions; layers of the skin; hair and
nail anatomy; nourishment; nerves; cell
replacement; skin color; glands; aging of
the skin; the sun and its effects; nutri-
tion for the skin; water and the skin;
and basic nutrition.
2008: Chapter 9 covers the same topics
as in 2003 except for basic nutrition,
which is now covered in more depth in
Chapter 8.
Some information has been updated to
reflect modern skin care science.
2003: Chapter 9 covers dermatology
and esthetics; lesions; sebaceous gland
disorders; disorders of the sudoriferous
glands; inflammations of the skin; pig-
mentation disorders; hypertrophies; skin
cancer; contagious diseases; and causes,
triggers, and grades of acne.
2008: Chapter 10 covers the same topics
as in 2003. Updates in several areas—
including primary and secondary lesions
as well as skin cancers—have been made
to reflect modern skin science.
Additions include a section covering
acne medications for Grades III and IV.
2003: Chapter 10 covers skin types;
Fitzpatrick Scale; ethnic skin; skin types
versus skin conditions; healthy habits for
the skin; contraindications; performing
a skin analysis; client charts; and health
screening.
2008: Chapter 11 covers the same topics
as in 2003. In some instances, topics
have been updated or expanded to
reflect modern skin care science.
8/7/08 1:58:33 PM

–Be aware of treatment contraindications
–Perform a skin analysis
–Fill out skin analysis charts
Chapter 12—Skin Care Products,
Chemistry, Ingredients, and Selection
Objectives:
–Understand product chemistry and com-
ponents in formulating products
–Describe the most common cosmetic
ingredients and their functions
–Explain FDA regulations regarding cos-
metic claims and product safety
–List and describe the main categories
of professional skin care products
–Describe the basic products used in
facials
–Understand product formulation for
different skin types
–Recognize and understand the benefits
of many ingredients
–Safely use a variety of salon products
while providing client services
–Recommend home care for different
skin types and conditions
PART IV: ESTHETICS
Chapter 13—The Treatment Room
Objectives:
–Understand the components of creating
a professional atmosphere
–Describe what equipment and supplies
are needed for facials
–Explain why the room setup should be
comfortable for the esthetician
–Prepare and set up the treatment room
for services
–Sanitize and clean the treatment room
Chapter 14—Basic Facials
Objectives:
–Describe the benefits of each step in a
facial treatment
–Explain the key elements of the basic
facial treatment
–List and describe the products used in
a facial treatment
–Recognize different facial treatment
philosophies and methods
© 2009 Milady, a part of Cengage Learning.
18933_02_Tab02_p007-016.indd 11
Chapter 11—Product Selection and
Ingredients
Objectives:
–Describe the basic products used in
facials
–List and describe the main categories
of professional skin care products
–Safely use a variety of salon products
while providing client services
–Recommend home care for different
skin types and conditions
–Understand product formulations for
different skin types
–Recognize and understand the benefits
of many ingredients
Chapter 12—The Treatment Room
Objectives:
–Describe what equipment and supplies
are needed for facials
–Explain why the room setup should be
comfortable for the esthetician
–Prepare and set up the treatment room
for services
–Sanitize and clean the treatment room
Chapter 14—Basics Facials and
Treatments
Objectives:
–Describe the benefits of each step in
a facial
–Perform extractions using different
methods
–Explain the key elements of the basic
facial treatment
–List and describe the products used in
a facial treatment
Tab 2 Transition Tools
11
Tables have been updated to reflect the
modern wisdom of skin science.
2003: Chapter 11 covers basic skin care
products and their benefits; home-care
products for different skin types and
conditions; choosing a product line;
ingredients; components of product
formulations; ingredients of skin care
products.
2008: Chapter 12 covers the same topics
as in 2003, plus updated information
about high-tech ingredients, herbs, and
plant properties (phytotherapy); aroma-
therapy; and antioxidant ingredients.
2003: Chapter 12 covers the esthetician’s
presentation; creating a professional
atmosphere; furniture, equipment, and
room setup; treatment room supplies; dis-
posables and products; making cleansing
pads; room preparation; after the facial
clean-up procedures and sanitation.
2008: Chapter 13 covers the same topics
as in 2003. Additional information
includes setting up an SMA and the
cost of setting up a treatment room.
2003: Chapter 14 covers facial treat-
ment benefits; esthetician skills and
techniques; treatment and client prepa-
ration; consultations/contraindications;
key elements of the basic facial treat-
ment; clean-up/sanitation checklist;
mini-facial; treatments for oily, dry,
dehydrated, sensitive and mature skin;
acne facials; acne treatment care; men’s
skin care.
(continued)
8/7/08 1:58:33 PM
 Milady’s Standard Esthetics: Fundamentals Course Management Guide
12
MILADY’S STANDARD ESTHETICS:
FUNDAMENTALS 10TH EDITION
(PUBLISHED 2008)
–Perform the step-by-step facial
treatment
–Perform sanitation procedures and pro-
vide a safe environment for clients.
–Understand extraction methods
–Describe acne facials and home care
–Understand the treatment needs for
oily, dry, dehydrated, sensitive, and
mature skin
–Discuss men’s skin care and treatments
Chapter 15—Facial Massage
Objectives:
–Describe the benefits of massage
–Understand contraindications for per-
forming massage
–Explain the different types of massage
movements
–Describe other massage techniques
–Perform a facial massage
Chapter 16—Facial Machines
Objectives:
–Explain electrotherapy
–Identify the machines used in skin care
treatments
–Understand the mechanization used
with each machine
–Explain the benefits of each machine
–Understand how to safely use each
machine
–Describe the contraindications for
machines
18933_02_Tab02_p007-016.indd 12
MILADY’S STANDARD ESTHETICS:
FUNDAMENTALS 9TH EDITION
(PUBLISHED 2003)
–Be familiar with different facial treat-
ment philosophies and methods
–Perform the step-by-step facial treatment
–Perform sanitation procedures and pro-
vide a safe environment for clients
–Understand the special needs for oily,
dry, dehydrated, sensitive and mature
skin
–Discuss men’s skin care and treatments
Chapter 13—Massage
Objectives:
–Describe the benefits of massage
–Understand contraindications for per-
forming massage
–Explain the different types of massage
–Define and demonstrate the different
massage movements
Chapter 15—Machines
Objectives:
–Explain electrotherapy
–Identify the machines used in skin care
treatments
–Explain the function and benefits of
each machine
–Safely use machines and know machine
contraindications
© 2009 Milady, a part of Cengage Learning.
SYNOPSIS OF CHAPTERS
Also includes the following procedures:
Product Application and Cleansing;
Removing Cleanser; Extraction; The Basic
Step-by-Step Facial
2008: Chapter 14 covers the same topics
as in 2003. It has been expanded and
updated to reflect modern skin care
practices.
Procedures now include:
Eye Makeup and Lipstick Removal;
Applying Cleansing Product; Removing
Product; Basic Step-by-Step Facial;
Applying the Cotton Compress; Removing
the Cotton Compress; Extractions;
Applying the Paraffin Mask.
2003: Chapter 13 covers the benefits
of massage; massage contraindications;
incorporating massage during the facial
treatment; types of massage movements;
Dr. Jacquet movement; other massage
techniques; Procedure: Facial Massage.
2008: Chapter 15 covers the same topics
as in 2003. Information has been updated
to reflect current massage practices.
A description of pressure point massage
has been added to Types of Massage
Movements.
2003: Chapter 15 covers magnify-
ing lamp (loupe); Wood’s lamp;
rotary brush; vacuum machine; spray
machine; steamer; electric mitts and
boots; high-frequency machine; gal-
vanic current; iontophoresis; heat
mask; microcurrent machines; other
tools and accessories; hot towel cabi-
net; Lucas sprayer; microdermabrasion;
lasers; light therapy.
2008: Chapter 16 covers the same
topics as in 2003 except for light
therapy, lasers, and microdermabrasion,
which are now more extensively cov-
ered in Chapter 18.
A section on purchasing equipment has
been added.
8/7/08 1:58:33 PM

Chapter 17—Hair Removal
Objectives:
–Explain the morphology of hair and its
growth stages
–Describe methods of temporary and
permanent hair removal
–Identify different hair removal equip-
ment, tools, and accessories
–Perform face and body waxing
–Name the conditions that contraindi-
cate hair removal
–Provide a thorough client consultation
before hair removal
Chapter 18—Advanced Topics and
Treatments
Objectives:
–Understand peels and their exfoliation
techniques
–Recognize the contraindications of
advanced exfoliation procedures
–Describe the benefits of AHA peels and
microdermabrasion
–Understand light therapy and lasers
–Describe spa body treatments and
services
–Discuss various medical aesthetic
procedures
–Identify various surgical procedures
–Describe injectables
Chapter 19—The World of Makeup
Objectives:
–Describe the different types of cosmet-
ics and their uses
–Demonstrate an understanding of cos-
metic color theory
© 2009 Milady, a part of Cengage Learning.
18933_02_Tab02_p007-016.indd 13
Chapter 16—Hair Removal
Objectives:
–Explain the morphology of hair and its
growth stages
–Identify methods of temporary and per-
manent hair removal
–Identify different hair removal equip-
ment, tools, and accessories
–Describe the proper way to set up a
treatment room
–Name the conditions that contraindi-
cate hair removal
–Provide a thorough client consultation
prior to hair removal
Chapter 17—Advanced Esthetics Topics:
An Industry Overview
Objectives:
–Recognize advanced ingredients
–Explain how AHAs work
–Understand aromatherapy
–Describe spa body treatments
–Identify clinical skin care procedures
Chapter 18—The World of Makeup
Objectives:
–Describe the different types of cosmet-
ics and their uses.
–Demonstrate an understanding of cos-
metic color theory
Tab 2 Transition Tools
13
2003: Chapter 16 covers the morphology
of hair; hair growth cycle; indicator of
health; excessive hair growth; charac-
teristics and differences in hair growth;
methods of hair removal; temporary
methods; waxing; room preparation;
contraindications for hair removal; client
consultations; eyebrows procedure; gen-
eral waxing.
Procedures: Eyebrow Tweezing; Eyebrow
Waxing; Lip and Chin Waxing; Body Waxing
2008: Chapter 17 covers the same topics
as in 2003, but in an updated format.
Procedures have been expanded and
updated to include Eyebrow Tweezing;
Eyebrow Waxing with Soft Wax; Lip
Waxing Procedure with Hard Wax; Chin
Waxing With Soft Wax; Leg Waxing
Procedure with Soft Wax; Underarm
Waxing Procedure with Hard Wax; Bikini
Waxing Procedure with Hard Wax; Men’s
Back Waxing Procedure with Soft Wax.
2003: Chapter 17 covers free radicals;
antioxidants; peels for skin care thera-
pists; peel procedure for AHAs; enzyme
peels (masks); mature skin and hor-
mones; value of aromatherapy; spa body
treatments; pre- and postoperative care;
other clinical procedures; cosmetic surgi-
cal procedures; body procedures.
2008: Chapter 18 covers the same topics
as in 2003 except for aromatherapy,
which is now covered in Chapter 12.
Microdermabrasion information; spa
body treatments; injectables and dermal
fillers; and body treatments have been
expanded.
Light therapy (LED); microcurrent
machines; ultrasound and ultrasonic
technology; cellulite information and
treatments have been added.
2003: Chapter 18 includes psychologi-
cal aspects of makeup; makeup services
overview; makeup products; eyeliners;
eyebrow color; mascara; lip color; lip
liner; other cosmetics; makeup brushes;
makeup color theory; warm and cool
(continued)
8/7/08 1:58:34 PM
 Milady’s Standard Esthetics: Fundamentals Course Management Guide
14

MILADY’S STANDARD ESTHETICS: MILADY’S STANDARD ESTHETICS:

FUNDAMENTALS 10TH EDITION FUNDAMENTALS 9TH EDITION
(PUBLISHED 2008) (PUBLISHED 2003) SYNOPSIS OF CHAPTERS

–Consult with clients to determine their
needs and preferences
–Identify different facial features and
demonstrate procedures for basic cor-
rective makeup
–Demonstrate a basic makeup procedure
for any occasion
–Consult with clients to determine their
needs and preferences
–Identify different face types and dem-
onstrate procedures for basic corrective
makeup
–Demonstrate a basic makeup procedure
for any occasion
–Demonstrate the application and
removal of artificial eyelashes
colors; selecting makeup colors; assessing
the client’s features; analyzing features
and face shapes; corrective makeup; eye-
brows; the lips; skin tones; client consul-
tation; products, tools and supplies;
Procedures: Professional Makeup
Application; Applying Band Lashes
2008: Chapter 19 covers the same topics as
in 2003, plus more information on brows,
sanitizing brushes, and facial contouring.

Sections on lash and brow tinting, artificial

eyelashes, permanent cosmetic makeup,
and airbrush makeup have been added.

PART V: BUSINESS SKILLS
Chapter 20—Career Planning
Objectives:
–Describe those qualities that are
needed to be successful in a service
profession
–Explain the steps involved in preparing
for and passing the licensing exam
–Discuss the essential of becoming
test-wise
–Demonstrate effective techniques for
writing a good resume
–Discuss methods for exploring the
job market and researching potential
employers
–List and describe the various types of
esthetics practices and determine your
employment options
–Be prepared to complete a successful
job interview
–List the habits of a good salon team
player
–Recognize the importance of a job
description
–Describe the different methods of com-
pensation that are utilized in esthetics
–Explain the importance of meeting
financial responsibilities and managing
money well
–List several ways you can benefit from
good role models
–Understand the importance of continu-
ing your education
Chapter 21—Career Planning 2003: Chapter 21 covers moving from
school to work; preparing for licensure;
Objectives:
preparing your resume; the job search;
–Describe those qualities that are
the job description; employee evalua-
needed to be successful in a service
tion; compensation; managing money;
profession
meeting financial responsibilities;
–Explain the steps involved in preparing
developing effective communication
for and passing the licensing program
skills; finding the right role models;
–Demonstrate effective techniques for
continuing your education; and plan-
writing a good resume
ning your success.
–Discuss methods for exploring the
job market and researching potential 2008: Chapter 20 covers the same
employers topics as in 2003 except for Developing
–Describe the different methods of com- a Professional Image; Work Ethic; and
pensation that are utilized in esthetics Time Management, which are covered in
–Explain the importance of meeting Chapter 2.
financial responsibilities and managing
Information has been updated to reflect
money well
current professional practices, including
–Describe the best methods for commu-
hybrid pay structures.
nicating effectively
–List ways you can benefit from good
role models
–Understand the importance of continu-
ing your education

© 2009 Milady, a part of Cengage Learning.

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Chapter 21—The Skin Care Business
Objectives:
–Describe the qualities necessary to be
successful in a service profession
–Evaluate options for going into busi-
ness for yourself
–List the most important factors to con-
sider when opening a salon
–Name and describe the types of owner-
ship under which a skin care salon or
spa may operate
–Explain why it is necessary to keep
accurate business records
–Discuss the importance of the front
desk and receptionist to a salon’s
success
–Demonstrate the best practices for tele-
phone use
Chapter 22—Selling Products and
Services
Objectives:
–List the basic principles of selling prod-
ucts and services in the salon
–Explain the purpose of marketing and
promotions
–Name several methods of advertising to
promote sales in the salon
–Explain the importance of understand-
ing client value in selling products and
services
–List the most effective ways to build
a clientele
–Discuss the importance of closing
the sale
© 2009 Milady, a part of Cengage Learning.
18933_02_Tab02_p007-016.indd 15
Tab 2 Transition Tools
15
Chapter 19—The Salon/Spa Business 2003: Chapter 19 covers skin care ser-
vices today; succeeding in a service pro-
Objectives:
fession; going into business for yourself;
–Describe the qualities necessary to be
the importance of keeping good records;
successful in a service profession
operating a successful skin care busi-
–Evaluate options for going into busi-
ness; and public relations.
ness for yourself
–List the most important factors to con- 2008: Chapter 21 covers the same topics
sider when opening a salon as in 2003, plus the importance of the
–Name and describe the types of owner- front desk and receptionist to a salon’s
ship under which a skin care salon or success.
spa may operate
Information has been updated through-
–Explain why it is necessary to keep
out the chapter to reflect today’s profes-
accurate business records
sional business practices.
–Demonstrate the best practices for
telephone use
Chapter 20—Selling Products and 2003: Chapter 20 covers selling in
Services the salon; knowing your products and
services; understanding client needs;
Objectives:
retaining clients; marketing; building a
–List the basic principles of selling prod-
clientele; preserving your products and
ucts and services in the salon.
services; closing the sale; and tracking
–Explain the purpose of marketing and
your success.
promotions.
–Discuss the best methods of advertising 2008: Chapter 22 covers the same topic
to promote sales in the salon. as in 2003.
–Explain the importance of understand-
Information has been updated wherever
ing client needs in selling products and
necessary to reflect today’s professional
services.
business practices.
–List the most effective ways to build a
clientele
–Discuss the value of the brochure in
promoting sales
–Demonstrate the best practices in set-
ting up retail displays
–Describe the most effective ways to
close the sale
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18933_02_Tab02_p007-016.indd 16 8/7/08 1:58:35 PM