The Redondo Beach, California-based professional shares the story of her career.
Fumi Ozaki got her start working as a skincare educator, trainer, and marketing and PR coordinator for a cosmetics company, but after eight years, she decided she wanted more from her career. “While working full time, I took evening and weekend classes to earn my esthetician and electrology licenses, as well as an additional 600 hours to become certified as an esthetics instructor, because I love to educate clients about proper skincare awareness,” explains Ozaki.
In 2012, Ozaki founded “O” de Kirei, a “personalized, private and petite skincare and electrolysis clinic” in Redondo Beach, California. “The unique business name comes from my last initial, O, which also references water (eau) in French; and Kirei, which means ‘beauty’ or ‘beautiful’ in Japanese,” she says. “My ultimate goal at my practice is to use the pure blessings of water to inspire a positive spirit, optimal health and radiant skin wellness in all my clients.”
“O” de Kirei’s clientele consists mostly of women, 70% of whom are Japanese. The spa’s most popular signature treatments include electrolysis (from 30 min./$40); a European Facial or Back Facial with customized add-ons such as a pumpkin peel or algae peptide mask (75 min./$100); and a European Facial and Gua Sha Meridian Combo Treatment (60 min./$90). Other offerings encompass men’s and teens’ facials, makeup services and brow shaping.
These days, despite a busy schedule that covers everything from performing services and preparing e-blasts to taking out the trash, Ozaki sets time aside to look after herself. “My typical day includes regular self-maintenance: hitting the gym, taking good care of my skin, making green smoothies with fresh fruits and veggies, and preparing hearty, homemade meals,” she says. “I need to eat and stay healthy at all times, or I won’t be able to render excellent services.”
On her approach to working with clients…
I maintain professionalism at all times with a one-on-one, clean, safe and relaxing ambiance. I respect clients’ personal and mental spaces, and I usually stay as silent as possible during treatments so I can focus on discerning their needs and wants. As an educator, I do my best to build trust and relieve anxiety by conducting thorough consultations from day one. I’ve found that being a good listener—and using lots of eye contact—makes clients happy as we work together to solve their issues.
On the rewards of her work…
My clients are the lifeblood of my business, so the most important reward for me is customer satisfaction. I ensure each session is results-oriented, and when clients leave my practice with a compliment and a smile, I’m assured that I’ve met their expectations, and I really appreciate it. Being in such a customer oriented business, a kind statement or a small joke from a client greatly influences my mood throughout the day (or week!). It reminds me why I got into this field.
On the importance of staying up to date with current trends and education…
I go to multiple trade shows each year, plus classes to refresh my knowledge. Last spring, I even attended Beautyworld Japan in Tokyo to pick up ideas about the latest beauty and esthetic trends in Japan and the rest of Asia. I also perform my own hair removal so that I can perceive how it feels for my clients. In addition, I visit other salons for facials, which allows me to learn something new from my colleagues.
On the importance of excellent customer service…
I incorporate the Japanese practice of omotenashi, which translates to ‘hospitality.’ However, there’s a deeper meaning behind omotenashi, in which there’s a perfect balance of client respect and trust, based on attentive care and a warm atmosphere. So, I focus on personalized customer care from the very first visit and throughout each subsequent visit. Small courtesies, such as offering a blanket during electrolysis, and providing skincare samples and testers prior to purchase, really pay off. So does sending email reminders two days before an appointment, giving birthday or holiday gifts, and posting handwritten thank-you cards to new clients.
On the differences between Japanese and American clients and sensibilities…
A deep understanding of intercultural communication is vital when you offer services to different markets. For reserved Japanese clients, I must use honorific vocabulary; bowing is the customary greeting, and politeness in every aspect is expected. I can’t push too hard when I recommend a skincare product to these clients; instead, I have to focus on educating them about the product’s features, benefits and results. I make sure to adapt my strategies to my American/Caucasian clients. My bilingual, bicultural background makes my character—and my practice—truly unique!
On the challenges of her job…
With so much competition and the choices that consumers have for skin care and electrolysis, it can be difficult to stay positive. At times, I need to swallow my pride and realize that there is no absolute guarantee in any salon/spa business: clients may not come to me forever. Regardless of a client’s reason for discontinuing service(s), I have to remind myself not to take it personally and that some situations are out of my control. Instead, I try to focus on the most important aspect of sustaining this business, which is staying positive and continuously looking for new opportunities and potential clients.
On the challenges of being a one-woman business…
To be honest, being a one-woman show doesn’t feel like too much of a challenge. My current lifestyle fits my personality—I like being my own boss and being in the driver’s seat. I represent my own brand, and I have full control over everything that goes on with my business. Sometimes it seems like a huge risk, but I believe in myself.
