The Word is Out
Words have always held power. In the Bible, God spoke the world into existence by simply uttering a few words. In the Harry Potter books, magic is unleashed through a flick of the wand accompanied by a series of words spoken aloud. And study after study has shown the life-changing potential of affirmations and positive thinking (the words one speaks to herself).
People create their realities by the words they speak. Yet the language we use is often overlooked—thoughtless expressions that stream from brain to mouth (and sometimes foot to mouth!).
A few years ago, there was a movement to reprogram our society through words—“policeman” became “police officer” “fireman” became “fire fighter” and “illegal immigrant” became “undocumented citizen.” At the time, it all seemed like PC fluff. But looking back, the reasoning makes sense. It wasn’t some ambiguous political correctness, but an opportunity to change people’s perceptions in a subtle way.
Understanding this cultural shift, it was a pleasant surprise being introduced to Dermalogica’s view of language at their recent “Redefining the Future” event in Los Angeles Estheticians were “skin therapists,” and skin analysis became “FaceMapping” at the “Skin Bar,” not the tester counter. During the keynote speech, principal and founder Jane Wurwand spoke of the movement to reposition the industry, shifting the focus from beauty to wellness. One way it plans to do this? Words.
According to Wurwand’s philosophy and vision, the industry would focus on skin health, not beauty and pampering. “It’s a treatment, not a facial,” Wurwand says.
By changing the way people speak about Dermalogica, and the industry as a whole, Wurwand hopes to also transform the way they view the industry. Going to a “skin therapist” for a treatment, rather than an “esthetician,” sounds more clinical, but it’s a shift that’s going to be needed for everyday folks to see those in the beauty industry as the highly trained professionals they are … and in accessible terms. (Just about everyone knows what a therapist does, but the word “esthetician” makes little sense to those who aren’t regular spa-goers or who are outside the industry.) Male or female, these gender-neutral terms will have mainstream America seeking out your staff for consultations and advice, much like they would a doctor. In time, they’ll be relying on your expertise to guide them through the ups and downs of skin health as a part of a larger overall wellness plan, not just because they want to look better.
It may not be the fastest transformation, but progress will come one word at a time. And it’s up to you to help it along. Consider your words, and help create the culture.
Kimiko Martinez
Associate Editor, DAYSPA