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Today, I interviewed Nidah Barber-Raymond founder of The Peel Connection, a chemical peel company based out of Beverly Hills, CA.
Tell us about The Peel Connection
Nidah Barber-Raymond: The Peel Connection idea came about after I received a chemical peel over 10 years ago. I was in awe of the results. I was instantly brighter and tighter. I already had a communications degree from Emerson College so esthetics school was a new realm for me.
On January 27th while driving with my three year old in the back seat, I pulled over and bought the name on Godaddy; I was so excited. All I wanted to do was perform chemical peels and coming up with the name was exciting for me.
How did you promote your company in the early days?
Nidah Barber-Raymond: I was peeling myself, neighbors, friends and relatives early on even before I was licensed. They would refer to their friends and family. I wanted to make an impact. I would hand my card out to people who had problematic skin in grocery stores and elevators. I knew I could quickly change their skin and how in-turn they looked at themselves.
How have you been able to grow your business? Go specific.
Nidah Barber-Raymond: I’ve been able to grow my business through word of mouth and organic online search and of course Instagram., Yelp and Google have been instrumental in my growth. Reviews are essential in my line of business. When people are researching chemical peels they are 100% reading reviews as they should.
The image of chemical peels are a bit scary due to Samantha’s character from Sex In The City‘s depiction of a chemical peel. My peels are less aggressive and safe with noticeable results.
What are some secrets you’ve found with Instagram marketing?
Nidah Barber-Raymond: Instagram has been great because I can post photos of clients’ results. I cannot stress how much hashtags are important when posting. It makes perfect sense that if you are not hash-tagging photos people are not going to find you. People share your work so this helps your posts go viral.
Teach us something we don’t know
Nidah Barber-Raymond: Don’t think you can do it all. If you’re not good at social media find someone who is and hire them. Know where your talents lie and outsource the rest so you can focus on what you do best..
What do you think you do better than most people? How are you able to do it?
Nidah Barber-Raymond: Assessing clients and what they need. I ask a series of questions about what their expectations and wants are, their skin history, their treatment history and I’m able to give them exactly what their skin needs based on those answers. I can almost every time predict their result. Experience has become invaluable to me.
What are some of the best books you’ve ever read?
Nidah Barber-Raymond: Breaking the Habit of Being Yourself.
This is a fascinating book that shows you how you can break your habits and patterns thinking and feelings. Forming new pathways in the brain and breaking old ones. It really gives you a different perspective on what’s possible if you’re wanting to change some things about yourself that aren’t working anymore.
Where do you see yourself and your product in a couple years? What’s your dream?
Nidah Barber-Raymond: To grow my brand 1000x with professional home peels. To change where consumers can take their skin potential to the next level without having to have to go somewhere to do it. Our Peel At-Home Kits are can give intensely incremental results, unlike with traditional aggressive peels of the past.