Multi-Generational Skincare: Boost Your Practice with Age-Diverse Treatment Offerings

Omer: Welcome, everyone. I’m Omer. I’ll be your host for tonight’s webinar. The topic is multigenerational skincare. Boost your practice with age diverse treatment offerings that cater to age diverse audience and patients. So this session, we’ve carefully thought about this session and it has one of the topics that was highly requested. So this session is about something that affects every clinic, whether we realize it or not. How do we truly serve patients from different generations without guessing or complicating or trying to put everyone in one generic experience?. We want to talk about all of these techniques because we know Gen Z don’t search like boomers. Millennials don’t choose treatments the way their mothers did. And while everyone wants results, they define trust, value, and relevance very, very differently. So we’re going to unpack that today for you. Before I get started, I have to mention our sponsors. Thank you so much, Ekwa Marketing, for putting this together, for bringing these panels in this event. They have for nearly 20 years helped aesthetic clinics go to SEO, website development, content strategy, and digital advertising, regardless of the trends, the treatments, the new machines that come. They don’t do hype, they do structure. And as a thank you for everyone attending today, they’ll be offering a 60-minute marketing strategy session for you. So feel free to reach out to them. Now, let’s get started.

Omer: So for everyone that’s just joining in, Ang helps skin care professionals with programs that evolve with their clients. She connects hormonal shift, gut health, and lifestyle to how skin behaves across the many decades of one’s life. First question to you, Ang, how do skin concerns shift across generations from gen alpha to boomers?.

Ang: Just so that people are following, you see, I just broke down what the generations are, what they’re called, and the age. So I picked generation alpha, generation Z, millennials, generation X, baby boomers, and then the silent generation. So we have six generations. So, and I would say, so with generation alpha, they’re zero to 12 years old, but around eight to nine years old already… that’s when their hormones start kicking in, it’s starting a little bit earlier. And so around that age, I would say the majority of these generations have some hormone issues in each age group, maybe not the silent generation. So they all have that, and they all have their own like different skin concerns. I would say around generation X, baby boomers, and silent generation, that’s when we start losing collagen, and we start having issues with that. The earlier generations are going to have more acne issues. So each generation definitely has its own, they have their own concerns, they have their own needs. I would say that all of the generations, so when they decide I need help… is that they all want results. Some of the older generations probably want more, some relaxation in there. The younger generations maybe not so much. So it definitely varies on what generation you’re in and what individual concerns that you have.

Omer: Makes sense, right?. And now, would there be any treatments or technologies that would span or appeal across generations?.

Ang: Yeah, I would say, what I see when people come into my spa, the majority of people are not cleansing properly. For me, that is the number one issue. And so I would say that treatments that go across everyone is that they need to learn how to cleanse properly and hydrate… even if they have acne, they need to hydrate. And those are really, that’s just kind of bringing it back to the basics. And a lot of people… they go to bed with makeup on. And so that’s definitely a cross generation that they need to be doing those things. I would say Korean skincare is becoming really big right now. And so gentle, for me, I like a gentle home care product. I like to do pretty aggressive treatments in the treatment room, but people can’t be aggressive at home and aggressive in the treatment room. And so I would say learning how to cleanse and hydrate properly, using gentle products. As far as in the treatment room, I would say everyone, some of the Korean treatments are safe for everyone because they’re just so gentle, so brightening, so hydrating. LED is going to be pretty much safe for all of those generations.

Ang: And almost every single client that comes in, there’s either a gut connection or hormone connection. And we can easily see it on the skin. Sometimes people think that, I hate when people say skincare is just about vanity because I’m like, well, it’s your largest organ…. When they have rashes and rosacea and eczema, they’re going to have some gut imbalances. So what’s going on inside of the body, it’s really amazing that we can see those things on the skin. And that’s going to be across all generations as well.

Omer: What would you say is the hormone and gut health playing a role in skin concerns today and how do we support… our clients in addressing these internal imbalances?.

Ang: Yeah. So with teenagers, well, actually about eight or nine… hormones start kicking in… it affects how you behave and it really affects your skin. Also, I want to say something about gut health because gut health is huge too. When people have gut health issues, it could be because the liver’s not able to cleanse properly. They’re not eating healthy. Sometimes maybe they can’t detoxify the hormones…. So I love telling my teenagers, this little quick thing about how they get acne because they are probably the worst ones about cleansing their face. And so I let them know, you know, we start getting oil in our skin because the hormones have turned on more oil. So when we have more oil, now we have more bacteria and the bacteria are like, yeah, we have more food, we can eat all this oil. And so when anyone eats, they need to relieve themselves. And so bacteria do as well. And it’s called biofilm. So I’m like, okay, now you have bacteria waste on your face, cause from the oil and the hormones. So then normally I can get them to cleanse their face a little bit better…. It’s kind of like being a little detective, like trying to find out what’s going on internally, because when our body inside can’t process what’s going on, it just pushes it to the skin.

Omer: If there’s one final advice you would give our audience, what would that be?.

Ang: I think my advice would be not to wait until your skin issues are horrible. You know, I used to work in an acne clinic and so many times parents would bring their teens in… sometimes they just wait too long. It’s like waiting until if somebody’s waiting till they’re 500 pounds to seek help…. So same thing. Sometimes people think, I wish they wouldn’t think like, oh, it’s just vanity. I shouldn’t find someone to help me with my skin. I mean, hopefully, you know, people that are listening… know something else is going on. And so I wish they would just jump on it much quicker, just to kind of fix the issue.

Omer: Just a bio about Naren. He’s the founder of Equomarketing. He helps practices show up, build trust, and get chosen online. His focus remains SEO conversion and creating patient journeys rooted in age-specific behavior…. Your first question, how do different generations search for skincare treatments differently online, and how could one… influence a clinic’s SEO and content strategy?.

Naren: Thank you, Omer…. Different generations are searching differently. So this is going to be a long-winded answer. So Gen Z, 13 to 28 years old. They’re looking for condition-specific. Of course, they are tech-native. They are visually driven. They’re active on social platforms like TikTok…. So condition-specific could be acne treatment, cystic acne doctor, how to get rid of blackheads…. Or they might be searching for trend-driven, K-beauty skincare doctor…. Now, when you jump into millennials, they are the 29 to 44-year-olds… they are a little bit more balanced when it comes to aesthetic and medical. So they are kind of a little bit more science-focused, medicine-focused… treatment-specific. So they might type in something like botox dermatologist. That also ties into their age, right?. 29 to 44. Laser resurfacing doctor. Microneedling specialist…. Gen X, they are the 45 to 60-year-olds. So Gen Xs are a little bit more health conscious… they might be typing in preventive things like skincare screening doctor, dermatologist for melanoma…. Baby boomers, they are the 61 to 79-year-olds. They are pretty much all health focused. So they are very much into like doctor for dermatitis, skin rash specialist….

Omer: How can I as a practice owner… use data and analytics to track which age groups are engaging with their digital marketing and optimize the website accordingly?.

Naren: Yeah… the holy grail is not marketing…. It’s your new patient account, right?. So how do you make sure that you are using the right data to point you in the right direction?. So we do this on behalf of our clients. The first data we use is called Google Analytics. So Google Analytics is a free tool…. And it’s the most powerful data analytics tool. Meaning, if you want to know what’s happening with your website at extreme detail, no tool… will do as good of a job as Google Analytics, which is free… in that report, things you can track is like how many keywords are ranking on page one…. And the next thing is conversion tracking. So conversion tracking is, is it turning into new patients?. …95% of new patients are not filling out forms. They are calling your office. Why?. They have an itch to scratch, they feel like they need to do something and they want immediate answers. They’re calling your office and they’re asking you questions…. So, that’s the other metric you should be tracking. How many phone calls are coming in?. Because if you’re ranking, but not getting phone calls, there’s something wrong with conversion….

Omer: What kind of website content or landing pages should a skincare practice develop to effectively speak to a different generation?. And how can we make sure that we are appealing to everyone when the treatment spans across these generations?.

Naren: Absolutely. I kind of alluded to this, right?. Gen Z likes pictures, they want quick answers. So, cases would appeal to Gen Z, that’s the youngest generation. And then Gen Y, the next millennial… use cases before and after, show them in seconds the transformation or the change you can make for them, right?. Like millennials, you know, are into preventive aging. We talked about this. They’re also into reviews a lot…. use testimonials, you know, embed your Google reviews in the relevant pages…. And today testimonials could be a quote… or it could be like people… would give you a video…. Remember, you want to make it easy for these people to say yes…. And then finally call to action. If I’m on a mobile phone, I shouldn’t have to type in your number. It should be like press a button and the phone rings immediately…. Make it easy for me. Give me the information I need to say yes.

Omer: Now, moving on to our final presenter and host today, Nico…. Nico is a hormone therapy and regenerative care educator, founder and executive of HRT University…. His work blends biology, aesthetics and sustainable patient care…. How do hormone shifts uniquely impact skin aging in each generation?.

Nico: Yeah, these are great questions. And really, I’d hate to say this, but it’s not so much by generation, but by age especially. So… Ang hit on teens to early 20s to even early 30s when it comes to men and women, certainly seeing much more acne in those stages of life…. As we go to these earlier generations, Gen X and whatnot, what we’re really seeing is the travesty of the lack of hormone replacement therapy at large, where these women and men are losing skin elasticity, skin integrity. If you’ve ever seen an elderly person, their hand, the skin is so thin and fragile. Oftentimes they get sores and wounds and bruises very easily. And a lot of that just has to do with the fact that their estradiol is completely gone. They have no support of the collagen synthesis anymore. They don’t have the anti-inflammatory properties that so many of the sex hormones provide. And so again, we’re seeing disparities on either end. And you could almost say we have too much hormones on the earlier side or the more recent generations, and then just this complete lack of hormones in the much earlier generations.

Omer: How can we integrate hormone replacement into aesthetic practices to support long-term skin health for our existing clients and also for those who have not had that support?.

Nico: Well, I love this question. And I would say that hormone replacement therapy, and again, I’m biased. I love hormones, but I think hormone replacement therapy is foundational, quite literally. I think it is a medicine that should be used at large. I see hormone replacement therapy as something that, God forbid, a 13 or 14-year-old female should have access to if they need to. Same with men. So often we think of, again, hormone replacement therapy as, oh yeah, menopausal women need that. But what about your females with PCOS or endometriosis or what about females with horrible acne and we’re just throwing these band-aids of birth control at them… rather than just giving them bioidentical hormones that they need and love and the supports their entire organism. So I think in a lot of ways, we just have to change our perspective around this. I always tell people, we wouldn’t tell a diabetic, well, I’ll give you insulin when you turn 30. We would just say, well, I’m going to give you insulin because it’s going to make your quality of life so much better. And I see no difference between the sex hormones and insulin, for example.

Omer: Final question, how can I, as a practice owner or running the clinic, build trust and loyalty among older clients while staying relevant to younger generation?.

Nico: Patience is key with the older generations. Really understanding where they’re coming from. They are coming from a universe where their medical providers were gods amongst men. They knew everything. Anything that they said was gospel and you trusted them. And so now again, we’re having some of these baby boomers and Gen X patients coming through our door and they’re very timid. They’re very skeptical still. They want to put their trust in you, but they don’t understand why you’re a nurse practitioner and why do you give hormones?. And my doctor said it’s a terrible idea and I’m going to get cancer. So it really is just listening, observing. What are they really saying when they’re afraid of X, Y or Z?. How can I… are they someone who is driven by visual learning and maybe showing them data would be helpful… walking them through that, maybe drawing on a whiteboard might be really helpful… giving them analogies that they can cling to…. So just getting them again to kind of become accustomed to shifting their perspective slowly is I think one of the best ways you can build trust and rapport with that older generation.

Omer: Amazing. Amazing. Thank you so much, Nico…. I think we have three speakers, three different experts, three clear thought processes, but the message is clear. We don’t need to serve everyone the same, but you do need to serve everyone with intention. And whether it’s through personalized treatment, tailored messaging or internal alignment, we have the framework to reach across generations with exceptional clarity and care. And we will be excited to meet with you again in another webinar. Thank you, Nico. Thank you, Ang. Thank you, Naren and everyone for your time.