COSMETIC FOCUS

RECOMMEND COSMETICS

OFFER PATIENTS SOLUTIONS FOR BEAUTY AND EYE HEALTH

KATHRYN ANN REYNOLDS, O.D.

PATIENTS TRUST us to keep their eyes healthy and maintain clear vision. However, as a profession, we often overlook the opportunity to help them look “good” as well through providing cosmetic products. Lash Advance, by MediNiche Pharmaceuticals, is one such product, and it’s developed specifically for recommendation and dispensing by eye care professionals.

OVERVIEW

Lash Advance is a non-prescription cosmetic product formulated to improve the appearance of lashes and brows. Specifically, it contains ingredients that occur naturally, such as green tea extract, that help promote healthier lashes and brows by helping protect them against daily damage, according to the manufacturer.

Female patients, in particular, appreciate the benefits of using Lash Advance. I specifically recommend it to anyone using lash extensions or false eyelashes, patients undergoing chemotherapy treatment and patients with trichotillomania. The product is safe to use for contact lens wearers and LASIK patients, according to the manufacturer. Inform the patient that as a cosmetic, Lash Advance is not a substitute for treatment of a specific medical condition.

The product has no formal contraindications. As with any cosmetic product, if a patient experiences an allergic reaction or discomfort, he or she should discontinue use of the product.

Lash Advance from MediNiche Pharmaceuticals

PROCEDURE

Apply the product daily to base of the eyelash and/or brow. (It goes on as a clear gel but the application process is similar to that of applying liquid eyeliner.) Gently brush gel — do not rub — on to the base of the lashes and eye brows. If used under makeup, apply and allow it to dry slightly. While still moist, apply mascara over the gel, as it also acts as a lash primer and plumper.

MARKETING

My office has Lash Advance counter displays, provided by the manufacturer, at the front desk and in the dispensary. In addition, we provide educational pamphlets on the product at both display locations and in each exam lane.

PRACTICE BENEFITS

Cosmetic product offerings are another area to expand and diversify your practice’s retail selection. As eye care professionals, we can recommend quality products that are safe for eye health, while also meeting a need, in this case a cosmetic one. Patients are also likely to see us more often as they return for repeat purchases.

I often recommend the cosmetic to patients during their eye exam. From these recommendations about 50% purchase the product, with more than 50% returning for repeat purchases. I begin the conversation by explaining that I personally use the product to enhance my eyelashes and brows. I also encourage staff members to try the cosmetic so they can describe their experience to patients.

PROVIDING FOR THE PATIENT

By offering cosmetic products, such as Lash Advance, to our patients, we provide a valued service they don’t necessarily expect. In my practice’s experience, this instills loyalty and referrals. OM

DR. REYNOLDS practices at Clarkson Eyecare in St. Louis, Mo. She is one of the founders and has been with Clarkson for more than 25 years. She has served as corporate secretary on the board of directors. To comment visit tinyurl.com/OMComment.