Esty Educator Newsletter 2025 Issue 2

Enrolling the Most Anxious and Depressed Generation

By Jenn Lyles

The lead pool for our schools' future enrollments has changed dramatically the past few years. We went from enrolling confident millennials to anxious-ridden Gen Z (those born 1997–2012) who grew up with phones in their hands. These prospects can be challenging to converse with and often are nervous to answer the phone or meet in person.

Shifting our enrollment strategies to meet these individuals where they're at is a must in today's climate. We can no longer rely on old-school marketing and outreach tactics. Let's dive into some of the top things we can do as massage schools to equip our teams when talking with Gen Z.

Your Website—Keep It Simple 
The average vocational school converts leads from their website at 3 percent. That means for every 100 people who visit your site, three will likely fill out a lead form. You can make tweaks on your website to help increase this conversion—thus, getting more leads for free. It turns out, Gen Z doesn't like too many options. It leads to decision paralysis where they end up doing nothing. Instead of having a phone number, texting number, click to chat, apply now, and a lead form, make it simple. In every test we've run, schools increase organic leads when they stick to only a lead form and phone number on their website for potential students.

Texting—Build Rapport 
When you get the notification of a new lead, call within 5–10 minutes if possible. This is your best route to build rapport and book an in-person tour. If they don't answer, try a soft text message with an easy question. The goal is to book a tour, so don't ask what time they're ready to jump on the phone. Here are some examples of good first text messages you can send, then pivot into a few rapport-building texts, followed by asking them to come in for a school tour.

Hi, Katie! This is Jenn from ABC Massage School. I received your request for more info about our massage program. How long have you been thinking about a career in massage?

Hi, Katie! Enrolling at ABC Massage School is a pretty simple process. How soon are you looking to start school? Right away or in the near future?

Confirmation and Parking Info a Must
Once you book a tour with a prospect, immediately text them their appointment confirmation and email a list of what to expect, what to wear, who to bring, and where to park. Gen Z is notorious for hating surprises, so give them everything ahead of time. They also have parking anxiety, so make sure they know where to park at your school and what to do when they arrive and walk in the door. Lastly, send them a reminder text the day of the tour.

Personalize the School Tour
Our school tours need to be personal, emotional, and memorable. Start with a simple compliment to make them comfortable and then get to know them. Ask questions about what they're doing for work, what made them choose massage therapy as a future career, and continue to build rapport by listening to their story. When you walk the lead around the school, introduce them to educators, point out things you love, and let them take pictures of different elements. It should be a slow walk-through where you interact the entire time.

Bring Your Empathy
When it really comes down to enrolling students from Gen Z, empathy is needed. Understand that they grew up in a time with information at their fingertips and a digital device in their hands, all while living through the student loan debt crisis, a recession, school shootings, Covid, and a politically divided nation. Their anxiety comes from their use of social media, comparing their lives to strangers, and exposure to click-bait headlines that would scare anyone.

Our jobs are to change their lives; to make them see how enrolling at our schools and choosing a career in massage therapy will transform them. They need schools like yours to help develop them into confident, career-ready, licensed professionals. Every conversation, every tour, and every ounce of empathy we show can be the catalyst that changes a life. Let's meet this generation with the understanding they deserve and help them step confidently into a future they never thought possible.

Jenn Lyles, executive director of Beauty Schools Marketing Group, presented at the 2025 ABMP School Forum.

ASCP Career Toolkits and Curriculum

What Are You Waiting For?

The skin care industry is fiercely competitive. Skin care professionals need every tool they can find to attain and maintain success. Whether students decide to work for themselves or an employer, ASCP's goal is to empower them to thrive in their dream career. ASCP Career Toolkits can help them get there.

ASCP Career Toolkits are comprehensive career planning and support resources that include articles, tools, videos, and podcasts to help students chart their course for a successful career in esthetics. ASCP Career Toolkits include compensation calculators for employees and business start-up calculators to help evaluate the cost of starting a dream business.

In addition to the resource itself, ASCP has also built a four-piece curriculum bundle to accompany the program, exclusive to ASCP School members. This easy-to-follow curriculum can be used in conjunction with any Pivot Point or Milady business chapters or incorporated into your own business development class. Learn more at ascpskincare.com/educators.

Classroom Activity

A Visual Assignment

Have Students Build an Epidermis Model

Download your activity directions

Learning the layers of the skin and the basics of cell turnover are a fundamental part of esthetics training, but understanding these concepts can be challenging. This activity will help students visualize and understand the skin structure, epidermal cell turnover, and when and how to exfoliate and moisturize the skin. 

Supplies Needed:
Glass jar with lid such as a mason jar or pickle jar (you can purchase these cheaply at a thrift store or have students each bring in their own for this activity)
Fake grapes (real grapes may be used but will not keep)
Raisins
Corn flakes

Instructions
Fill the jar with a layer of grapes followed by a layer of raisins and topped with a layer of cornflakes, using enough ingredients to fill the jar to the top. Secure the lid. This represents the epidermis.
Discuss with students what is happening in each layer:

• Grapes—Young, hydrated cells, (stratum germinativum and stratum spinosum)
  • Daughter cells are produced
  • Process of differentiation begins
• Raisins—Aging, dehydrated cells (stratum granulosum, stratum lucidum)
  • Cells undergo keratinization
• Cornflakes 
  • Dead, flaky cells (stratum corneum)
  • Desquamation

Information/Ideas Exchanged
Moisturizer applied to “cornflakes” results in a mushy mess.
Exfoliate the cornflakes first to reach the raisins and hydrate them.
Consider what happens when raisins are rehydrated.
Consider what happens when exfoliants are overused or never used.  

Educators Have This To Say

“I have been an ASCP School member since 2019 and it has been one of the most valuable assets to our school, our programs, and our curriculum. If you're considering adding more value to your school curriculum resources, then you should consider joining ASCP. It has added tremendous value to our schools. One of the biggest things for us as a boutique esthetics (school) is that we really focus on empowering the entrepreneurial esthetician, so I love the Career Toolkits—it helps guide them into what path they want to take their career. Our students love it."
—Desarae Marhofer, CEO, Beautiful You Skincare Academy

Scholarships for Your Students and Your School

ASCP is committed to giving back to the esthetics community. That's why we're thrilled to introduce our newly reimagined ASCP Student Scholarship Program, designed to better support both skin care students and the schools that help shape their futures!

Your students can enter to win a quarterly $5,000 scholarship giveaway—and your school will also have the opportunity to win $5,000 each time a student is selected.

Here's how it works:

• Quarterly drawings: Students can register every three months for a chance to win.
• Double the rewards: Each winning student receives $5,000, and their school gets $5,000 too.

The first winners of 2025 will be announced in April.

Here's how to get started:

1. Guide your students through the online registration process at ascpskincare.com/scholarship.
2. Encourage every new program start to sign up as soon as their courses begin.
3. Repeat each quarter!

This initiative celebrates the vital role skin care schools play in building a thriving profession.

For more information regarding our school support, or to receive additional scholarship materials, email education@ascpskincare.com or call us at 800-789-0411.

Learn more about the ASCP Student Scholarship Program at ascpskincare.com/scholarship.