As a teenager the CEO and founder of Clear Complexions, Suzie Hoitink suffered from acne which continued into her 30s and then when she was pregnant with her two girls she suffered from pigmentation.
“Anyone who has had problematic skin will know just how debilitating it can be. It can affect every aspect of your life. My self-esteem took a beating. I wore very heavy makeup and found it hard to look people in the eye,” said Suzie.
“It sounds silly but when you don't feel confident about how you look, even if it is relatively insignificant, it can steal moments from you, and it did me.”
Suzie tried everything - pills, creams, diets - but nothing worked. She was nursing at the time when she heard about new technology that was helping people with their skin.
“This was at a time when light based therapies were just coming onto the market but access to them was limited to a select few dermatologists and plastic surgeons. I began to research,” she said.
“I realised there was no one out there dedicated to looking after the health of your skin so I set about getting myself an education on the different types of technology and in early 2005 bought my first IPL (Intense Pulsed Light).
“It only took treating a few clients though and seeing the impact improving their skin had on their self-confidence to get me hooked. That was a pivotal moment for me. I am now absolutely addicted to my job.”
Suzie and husband Alex opened the first Clear Complexions Clinic in Belconnen, Canberra in December 2005.
It was a tiny clinic with two treatment rooms. They got the word out by doing small information evenings starting with family and friends.
“Once we started to educate the general public through editorials and information evenings, they came in their doves,” she said.
“It was a lovely problem to have but my lord, did we work hard. I had hired another beautiful nurse and we worked long hours.”
By 2010 they had moved the very small first clinic into a large custom-built facility which is the business’s HQ and in 2011 they opened the third Clear Complexions in Canberra.
In March 2013 they ventured out of the ACT and opened a Clear Complexions in Balmain and late 2014 they opened at Norwest Business Park. They plan to open at Woolloomooloo in the next few months and are also looking at other Western Sydney options.
“Expanding was a huge move for us. We had prepared for years by perfecting our systems, education processes and procedure manuals to ensure there was consistency of care across all clinics and I am truly delighted by how seamless this experience has been.”
The expansion is grounded in a very clear understanding of the value they provide for their clients.
“At Clear Complexions, we don’t make people look beautiful; beauty means different things to different people. What we do is help people feel more confident,” says Suzie.
“We publish a magazine called Inner Confidence. It features amazing people like Layne Beachley, Anna Bligh and Darren Palmer who have been brave enough to honestly discuss how they have overcome adversity and self-confidence issues to be all they were meant to be.
“I am very conscious that for many of our clients this is often the first time they have prioritised themselves. For many of them, the decision to finally do something about their skin, the thing bothers them and often affects their confidence, is a difficult one to make. The fact that they have chosen us to help them with that issue is never lost on me.
“I am the face of Clear Complexions which is a very different approach than other laser chains and cosmetic clinics. From the very beginning I have fronted all the marketing and advertising for the clinics.
“This is not because I like seeing my face everywhere - believe me, I don't! We have done this to convey a message of honesty, transparency and trust. I want clients to know who is responsible for the care they receive and at Clear Complexions clinics that is me.”
The Clear Complexion method is to spend at least an hour analysing clients’ skin using imaging technology, educating the client about the health of their skin, and developing a treatment plan that is right for that client.
“Having access to different categories of technologies is crucial in achieving significant long term improvements in the health of our clients’ skin. We align ourselves with the most forward thinking innovators of technology and skincare in this industry and have the latest state of the art technologies in the clinics. It is this and understanding how to combine the technologies that sets us apart.”
Skin care is not exclusive to women. Clear Complexions treats its fair share of men.
“The men who come to the clinic are looking for help with their skin, whether that may be problematic skin or just that they want to look for options for repairing any damage and learning how to look after it. I love treating men’s skin as often they haven’t ever looked after it at all over the years and they get such a wonderful result from even the gentlest of treatments,” says Suzie.
So what is the cost of this inner confidence? A one hour skin consultation costs $50 which provides an analysis your skin below the surface. The nurse discusses treatment options and from there, the price and duration of treatments is individualised to the client’s needs.
Contact the Norwest clinic on 02 8960 7480.
