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Tell us about The Peel Connection.
Nidah Barber-Raymond: After I received a chemical peel over 10 years ago I came up with The Peel Connection. I was blown away by the results. I was immediately brighter, smoother, and tighter. My background is in communications where I have my undergrad from Emerson College so esthetics was a new area for me entirely.
I had to pull over on January 27th while driving to buy the Godaddy name I was so excited. I was only interested in chemical peels. Coming up with the name was really exciting for me.
How did you promote your company in the early days?
Nidah Barber-Raymond: I was giving myself, friends, relatives and neighbors peels even before I became licensed. From there it was referrals. I would hand out my card to strangers with problematic skin wherever I went. Sometimes it was appreciated and other times they weren’t happy for any of my unsolicited advice. It would frustrate me that they didn’t know that their acne or hyperpigmentation was fixable.
How have you been able to grow your business? Be specific.
Nidah Barber-Raymond: Instagram, yelp and google have been instrumental to my growth. Clients leaving reviews are essential in my business. When it comes to your face you have to research everything.
“I pride myself on creating peels that make a difference while not being too harsh on the skin. There can be a fine line.” Nidah explains
What are some of your sales channels?
Nidah Barber-Raymond: Instagram has been great for me on a national level while yelp has been great for people who are local to the Beverly Hills / Los Angeles area.
I cannot emphasize how important hashtags are. It makes sense that if you don’t tag your photos they get lost in the abyss of posts online. It’s the only way to organize and make your work searchable.
Teach us something we don’t know anything about.
Nidah Barber-Raymond: Don’t be afraid to outsource work you aren’t great at. If you’re not great at social media hire someone who is. Know where your talents are so you can focus on just that.
What do you think you do better than most people? How are you able to do it?
Nidah Barber-Raymond: Evaluating what clients need, probing with questions about expectations and goals are essential. A history of their skin etc are important to know so I can predict their outcome or result. Experience is important especially when dealing with chemicals.
What are some of the best books you’ve ever read?
Nidah Barber-Raymond: Breaking the Habit of Being Yourself by Joe Dispenza is a favorite. It shows you a unique approach to changing and habits or thoughts. It’s had an impact on my evolution.
Where do you see yourself and your product in a couple years? What’s your dream?
Nidah Barber-Raymond: Growing my brand even more and making it the best it can be. From formulations that knock it out of the park to packaging and determining how to make my clients process more streamlined and smoother.