CODING CLINICAL CULTURE by SomeplaceGood.

A 1-star review you haven't answered and an industry event you never posted about have more in common than you'd think. In the final episode of the Trust Series, Emma uses Dyson's CameraJet toothbrush fallout and Bobbi Brown's Wide Awake apology to show skin clinic and beauty salon owners how to close the loop out loud: how to reply to complaints and bad reviews without a PR team, and how to show clients you're investing in your expertise by documenting the events you attend. Plus a look back at all 9 weeks of "Your Clients Don't Trust You, Yet."

Clients trust experts... and they trust people they know. They're also getting pickier about whose recommendations they follow. This week Emma uses the strange history of doctors in cigarette ads to show why being seen as an expert matters. PLUS 1 action for beauty professionals to use on Tuesday morning to kickstart their awards year. Submit, Shout, Repeat.

Week 6 of 'Your Clients Don't Trust You... Yet' is about building trust through your retail products and partnerships. We get into the science of shelf placement, a study of jam in a supermarket (!?) that proves why fewer choices sell more, and how Mecca built an empire on rigorous curation. Then we get into the actions you can take to make it all make sense for your professional beauty business.

Week 5 of 'Your Clients Don't Trust You... Yet' is about the trust asset most clinics already have and never activate, reviews and testimonials. Emma unpacks "review by-proxy" through her own life as a younger sister, then gets into why third-party endorsement beats self-promotion, how much Amazon actually spends defending review integrity, what the data says about which generation reviews and how, and why midlife invisibility makes a great review mean more than you'd think. Then, the exact way to ask, including a simple post-treatment ritual that turns your captive, relaxed client into your best source of proof.

Week 4 of 'Your Clients Don't Trust You... Yet' is about before-and-afters, love them or loathe them. From backstage on a Dove shoot showing teenagers how a "perfect" image actually gets built, to a 160-year advertising history and a very current Australian haircare controversy. Then we build the formula for turning a result into a trust builder, not just a photo, plus the legally safe way to build trust around results without ever showing a before-and-after at all.

Week 3 of 'Your Clients Don't Trust You... Yet' talks about consultations - the part that makes her decide whether she's coming back. A UCL stress study explains why a consistent process calms her nervous system more than a comforting one does. We also explore the consult framework used in medical adherence research to show exactly how to ask questions so she opens up and adheres to your plan.

Week 2 of 'Your Clients Don't Trust You...Yet' moves from the social feed to the conversation you're having in your beauty clinic. A tapping game explains why your clinical language gets forgotten, and a 1970s photocopier queue experiment reveals how small or big your "because" needs to be depending on what you're asking of your clients. Then we rebuild your top 3 recommendations, emotional outcome first, clinical substance second to get your business buzzing.

This ep is all about the neuroscience of trust, including the actual $10 experiment that shows how oxytocin changes how much a stranger is willing to give to you. Then we translate it into the one place trust is being built or broken every day; your social feed (I know, it's a tough place to hang out) and I give you the exact 3-purpose, 3-pillar framework to use this week to make socials easy breezy for once.

"Find out who you are, and do it on purpose." Dolly Parton's line inspired this week's episode. As the awards entries open again for 2027, we break down how to actually write a clinic vision statement, not one everyone else has on their website, but one specific enough to guide your treatment menu, your pricing and your next hire. Action included.

At Beauty Expo this year, I did a talk that didn't hit enough people... so, lucky you, it's recorded here just for you! Discover the commercial opportunity in hormonal ageing. Steal my ai prompts to get your clinic into a place of authority in this space and work out how to make the most of your Beauty Expo (or any event) notes. Looking to make a move? This one's for you!

Straight out of Beauty Expo Australia and this one's personal. A smaller team, a stand that nearly sold out, a competitor who "stole" our stock and the conversation that followed. PLUS what I've changed my mind about after a weekend of watching skin clinic owners, beauty brands, and industry leaders back each other instead of guarding their turf. If you're a clinic owner thinking about your team culture, your client communication, or how you talk about your own business, this one's for you.

An airline sold $250,000 tickets for unlimited flights for life and ended up in a lawsuit. A woman in the UK saved 5 years of points for a free hairdryer. Neither of those is a real loyalty story. The real one belongs to 2 Australians, a Manhattan colourist who takes 1 client a day and a Bowral therapist whose training course has people flying in from Canada. This week, the last episode before our Beauty Expo break, we unpack what actually makes a client drive across town or fly across an ocean, and 4 things you can do this week to become that reason yourself...

No groundbreaking business advice this week, just the truth. I've been running my full-time day job through a team restructure, closing an office, prepping for Beauty Expo and raising my 3 kids, and something had to give. So this week I'm not translating an industry trend, I'm talking about the actual weight of running a small business in 2026: the comparison trap, the invisible admin load, the ache of missing your people, and the very real cost of a $180 pair of ugly shoes (the cheapest ones you can find). No framework today, just STOP, BREATHE, ACT, the 3 things I'm actually leaning on...

This week, we look at why TikTok-native beauty brands are opening physical stores on the British high street, and why professional-only skincare brands are launching direct to consumer online at the exact same time. We cover the P.Louise and Boots partnership, the rise of digitally native beauty brands going offline, and what happens to clinic exclusivity when traditionally professional-only brands go direct to consumer. If you run a skin clinic and you've ever wondered what your brand exclusivity is actually worth in 2026, this one's for you.

Longevity is one of the biggest opportunities in clinical skincare, but most of what's written about it is built for men and packed with jargon your clients don't trust. This episode unpacks 2 major 2026 industry reports on longevity, science and consumer trust, and translates them into exactly what it means for your clinic, your consultations, and the women sitting in your treatment chair every day. Mum brain included. This week, Emma delves into the depths of perimenopausal brain fog, the fashion industry's take on beauty and the actions you can take right now to secure extra income for your clinic.

I spent some time in a European Union interpreting booth at uni, and learnt a trick I now use on the entire beauty industry. This episode is an intro to the SPG Translation Method, shared for the first time: industry insight in, clinic action out. I show you exactly how I turn everything this industry produces into a decision you can make this week, and how to build your own version of the system. Plus 2 things I'm super excited about, one-on-one appointments opening soon (nothing clinical, all commercial) and where you can catch me live at Beauty Expo Australia this...

LVMH invested $5 million into an acupuncture clinic in Manhattan. The global wellness economy hit $6.8 trillion and is heading for $10 trillion by 2029. Wellness travellers spend 41% more per trip than normal tourists. Run clubs are sold out. Sauna spaces have waitlists. Community is reorganising itself around health. And the premium clients who are most invested in that shift are sitting in Australian skin clinics right now. In this episode, Emma unpacks what WTHN's rise tells us about where the market is going, what 3 commercial opportunities it creates for skin clinics specifically, and 5 concrete actions to take before next week. Key data points: • Gl...

Your clients are already researching this. Some of them are already injecting it at home, without a prescription, without bloodwork, without knowing what's actually in the vial. This episode makes sure you're the most informed person in the room when the conversation makes it into your clinic, because it will. Emma Hindmarsh Conan, founder of SomeplaceGood and GM of Murad Australia, breaks down everything clinic owners need to know about the exploding world of ingestible beauty, IV therapy, and injectable peptides: what's legal, what's not, what's worth stocking, and exactly where your clinic fits commercially. IN THIS EPISODE Why the...

Retail is spending millions trying to do what you do every day. You built experiential beauty before it had a name. Everyone's talking about experiential retail like it's a shiny new frontier. Immersive spaces, community moments, sensory design. And yes — it's happening fast. Walmart is selling transdermal wellness patches. Fenty Beauty just built a cultural event inside Myer. A fairy floss brand from Adelaide jumped on a plane to Sydney and left with 3,000 units. But here's what nobody in the beauty industry is saying out loud: clinicians invented this. Not the gimmicky version. The real version — where someone walks in carr...

AI is chasing what clinicians already do. Here's why clinical compounding is winning the personalisation race. The beauty industry is spending millions building algorithms that measure skin, learn from it, and formulate a custom serum every month. Atolla, born at MIT, is doing exactly that — and it is genuinely clever. A utility patent. A continuous loop of measure, learn, adapt, formulate. Skincare that starts reactive and becomes predictive as it learns you. For someone without access to a good clinician, it is a meaningful upgrade on anything available at a pharmacy. But there is a ceiling to what data collected at...

Emma was asked on stage at the Best in Skin Awards, in front of 200 industry insiders, what the awards mean for the beauty industry. She answered it wrong. She didn't talk about the industry, she talked about the people. And she's not sorry... because the people are the whole point. This is a short observation episode, not an industry analysis but there are still 3 action points at the end, because it's SomeplaceGood so, of course there are. Emma unpacks what she witnessed at Aesthetic Business Masters and Best in Skin, why the energy in both rooms surprised her, what a...

Anti-ageing language is costing you clients. Here's what a 20-year-old brand decision tells you about the next move for your clinic. The beauty industry has been fighting biology for decades. Fight ageing. Reverse the clock. Correct, repair, restore. And clinicians have been saying these words too — in consultations, on websites, in the content they post every week — without stopping to ask whether those words are actually working for their clients or against them. Here's what a trip to Los Angeles and a visit to one of the most scientifically rigorous skincare labs in the world made absolutely clear to me: the...

Season 3 is built differently. Emma runs through what's coming in the beauty industry - the renewal-over-reversal shift that changes how every clinician should communicate; the invisible AI already sitting in your treatment room; supplements as a clinical tool; a hypothetical clinic build from scratch; retail trends update; Beauty Expo 2026. We kick off next week - get ready to take notes AND take action!

Season 2 is done! But Emma couldn't close it without going back for the ideas that only got clearer after she published. The generational divide that ran through every episode. The business name that becomes your ceiling. The human connection premium that's the season's actual spine. And a Season 3 preview - the inside-out opportunity is real, it's close, and you want to be ahead of it.

I spent a week in Los Angeles - overstimulated, occasionally underfed, and completely unable to switch off my industry brain. From CVS pharmacy walls stacked thirty brands deep, to celebrity protein popcorn, to treatment room protocols that every Australian clinic should steal immediately... this episode is your business brief from the other side of the world. No fluff. Just what I saw, what it means, and exactly what to do with it when you walk into your clinic tomorrow.

Last week, Emma put the US medspa market on a pedestal. Then people inside the market pushed back. This episode sits with the complexity — volatile revenue, the autonomy trap inside franchise models, and why the thing Australian clinics do best is exactly what the US model can't scale. Three actionable takeaways, zero backtracking.

What's the difference between a US medispa generating $1.97 million AUD per location and the average Australian clinic earning roughly half that? It's not location. It's not luck. It's not even services. It's memberships, technology, and systems — and Emma Hindmarsh Conan is breaking down exactly how the world's fastest-growing aesthetic franchise model works, what it means for Australian clinics, and how one Australian founder has already cracked the code. In this episode, Emma takes you inside three US medispa franchises reshaping the industry: VIO Med Spa, the number one ranked medispa franchise in the US, built on a scalable multi-unit model an...

Beauty won awards at the world's biggest tech show - yes, TECH. Emma cuts through the noise on 4 launches that actually matter — L'Oréal's skin-shaped LED mask, Lancôme's at-home resurfacer (and the clinical question nobody's asking), Skinsight's MIT-developed wearable skin sensor, and the YSL lipstick printer she absolutely doesn't need but desperately wants. Plus: a quick update from future-Emma on the robotic skin tech that changes the conversation entirely.

70% of your clients are buying skincare within three days of seeing you. The question is… why isn’t that revenue staying in your clinic? In this episode, Emma Hindmarsh Conan unpacks the uncomfortable truth about “retail” in clinical spaces and why the industry’s resistance to it is costing both results and revenue. This isn’t about selling more. It’s about clinical responsibility, behaviour, and closing the gap between what you recommend and what your clients actually do. From reframing homecare as non-negotiable clinical care, to borrowing proven strategies from retail like bundling, large formats, and replenishment systems, this episode breaks...

Mecca built $1.3B on curation. Ulta just launched an invite-only marketplace. Adore Beauty is opening 25 selective brand stores. The bet they're all making? That the edit is worth more than the catalogue. Emma asks the uncomfortable question: why are most skin clinics still structured around brands, when their clients desperately need an editor? Plus — a genuine open question to the community she wants your answer on.

We work in an industry built almost entirely by women. Sustained by women. Powered by women's expertise, women's relationships, and women's labour. And yet walk into the boardroom of almost any major beauty company in the world and tell me what you see. This episode isn't an IWD celebration. It's a reckoning. Emma unpacks the 'Give to Gain' theme with complicated feelings; a room full of women in Melbourne who are doing the most important work in this industry, a world that feels increasingly hostile to everything women build — and one question she keeps coming back to: do we actually wa...

Australia spends more on beauty than almost anywhere on earth. The aesthetic? Effortless. Undone. Natural. This is not a contradiction — it's the biggest clinical opportunity we've had in a decade. In this episode, Emma unpacks the A-beauty moment, the neuroscience of "honest signalling," and what it means when the most expensive beauty outcome is looking like you didn't try. PLUS how skin therapists and clinicians can use it to optimise their business.

Clinics aren’t struggling with compliance. They’re struggling with translation. In this episode, Emma Hindmarsh Conan unpacks new generational behaviour research and connects it directly to what’s happening inside treatment rooms — and inside clinic revenue models. Gen Z doesn’t form trust the way Gen X does. Millennials don’t respond to discount the way Gen Z does. Gen Alpha is fluent in skincare language but emotionally confused. So why are so many clinics still using one consult script, one discovery strategy and one promotional model for all of them? This episode breaks down: How each generation actually forms trust ...

Season One of For Skin. For Self. For Good. wasn’t built around trends. It was built around signals. Across eleven episodes, we explored what clinicians are already feeling in their consult rooms, bookings and conversations — often before the data, headlines or algorithms catch up. From proteomics and AI to acne disruption, Gen Alpha skincare, male clients, shrinking wallets, evolving language and the quiet rewriting of clinical culture — Season One traced a clear through-line: The future of clinical skincare isn’t louder. It’s more precise. More relational. And deeply human. In this season finale, Emma reflects on the ideas that shape...

What happens when your client asks AI before they ask you? In this episode of For Skin. For Self. For Good., we explore the quiet but seismic shift happening across clinical skincare, healthcare, retail and every expertise-led, physical business: authority no longer begins in the room — it begins with the first explanation. As AI becomes the new front desk, triage nurse and intake form, we unpack what this means for clinicians who want to stay trusted, relevant and in demand — without becoming techy, performative or overwhelmed. This is not an episode about tech for the sake of it. It’s about...

Before products and protocols, there was language. In this episode, Emma explores why the words shaping culture right now are quietly reshaping clinical skincare — long before trends show up in data. These aren’t buzzwords — they’re behavioural signals. This is a conversation about translation, not marketing. About why consultations are acts of interpretation. Why trust is built linguistically first. And why clinics still speaking like it’s 2016 will struggle to lead in 2026. Because language isn’t decoration. It’s direction. And the clinics who learn to speak the future fluently won’t chase trends — they’ll set the tone.

When the economy tightens, clients don’t stop caring for their skin — they simplify, stretch appointments, and often turn to DIY. Inspired by BeautyMatter's line “When the economy cuts back, we cut our own bangs,” this episode explores what that behaviour really means for clinics — and why it’s not laziness, but economic realism. Drawing on insights from The State of Fashion 2026 (Business of Fashion x McKinsey), Emma unpacks how clinicians can respond to tighter wallets with clarity, authority and care. We explore why multi-purpose skincare is modern intelligence, how editing routines builds trust, and why proof — not pressure — is the new luxury. ...

In this episode, we explore the cultural and psycho-social shifts quietly reshaping clinical skincare, and why the future of the industry isn’t being driven by better treatments alone. This is not a conversation about trends, devices, or protocols. It’s about how clients are changing. What they’re asking for beneath the surface. And why confidence, calm, and regulation are becoming as critical to outcomes as visible results. From the return of the consult as a clinical intervention to why quiet, focus, community and translation now function as competitive advantages, this episode introduces Coding Clinical Culture — a framework for deliveri...

Is tele-derm the future of clinical skincare... or just another hype cycle? In this episode, we break down the shift into Tele-Derm 2.0, revealing why digital dermatology isn’t replacing clinics… it’s rewriting clinical culture. Emma explores how telehealth went from a pandemic necessity to a powerful, permanent layer of modern skin care; reshaping client expectations, strengthening treatment adherence, and opening new pathways for premium clinics to grow their authority, impact and revenue. If you’re a dermal therapist, cosmetic nurse, dermatologist or skin professional, this episode will change the way you think about virtual care. Hear why digital support between...

We are living through the most precise moment in beauty and wellness history. Supplements for pregnancy, perimenopause, teens, stress, sleep, focus. Calming drinks. Functional coffee. Mushroom blends. Even deodorant being positioned by life stage. At first glance, it can feel like over-segmentation. But look closer and you see that something else is happening. In this episode, Emma Hindmarsh Conan explores the niche-ification of care. Not as a trend, but as a cultural signal. A signal that people no longer want to be spoken to in generalities. They want care that reflects who they are right now. From clinic-stocked supplement brands...