Where art meets science

The Face Place is recognised as New Zealand’s first medical spa specialising in Botox and non-surgical cosmetic treatments. Its founder Dr Cat Stone is an ardent champion of an industry that is fast achieving mainstream acceptance and understanding.

In the middle of another Auckland Level 3 lockdown, and via a somewhat tenuous videoconference link, it was still possible to catch the enthusiasm and passion that Catherine (Cat) Stone exudes for her profession.

Dr Cat explained how her career could have easily turned out very different. She originally trained to be a surgeon specialising in plastic and reconstructive surgery and remembers being horrified when asked by a friend at a dinner party to “do her Botox for her”.

“I’d been using Botox to help children with cerebral palsy walk, and the concept of sticking it in someone’s face was beyond me at the time,” she recalls.

However, this was before the turn of the century. Following some extensive overseas research Dr Cat soon came to understand the potential of the treatment, which had been around since the late 80s and by 2000 was already the most commonly performed cosmetic procedure in the US.

In 2001, after selling her beloved Jeep Cherokee and training herself up on business management, she set up The Face Place, her CBD clinic, for the princely sum of $13,500. Three years later it became New Zealand’s first medical spa, marketing a range of medically-proven skin treatments and products to assist, in her words, “the fabric of the skin”.

Dr Cat was involved in the launch of Botox into both Australia and New Zealand; was the first doctor in Australasia to administer Botox full-time; and has specialised in Botox and non-surgical cosmetic treatments ever since.

In the early days there was almost a complete lack of understanding around the science.

As Dr Cat explains, the problem was that people didn’t understand Botox or apply the treatment appropriately. Television programmes such as 10 Years Younger in 10 Days (she was involved in the local series) helped raise awareness, but some serious education was still needed.

Once Dr Cat realised the positive impact the treatment can have on people’s lives, her passion for it grew even more, along with her range of products and procedures.

Today cosmetic injectable procedures are popular with both men and women from all walks of life, who’re suffering stress or fatigue. It is also used to relieve persistent migraines and excessive sweating.

“There’s so much more we can do these days with facial contouring and helping people to look and feel their best.”

She calls it ‘The Art of Botox’. Applying it discretely in the right quantities and places, without the client showing any noticeable outward signs.

In recent years, her clinic has also helped pioneer the science of sexual rejuvenation using clients’ own platelet-rich plasma (PRP).

While growing her business Dr Cat has weathered a number of personal challenges including the loss of her investment property folio, thanks to the 2008 Global Financial Crisis. “I had to learn a lot about cashflow management for businesses following that. I also had to close a clinic and make people redundant. That’s something I never want to do again.”

Coping with Covid

Dr Cat describes the Covid-19 pandemic as “scary”. “Especially in the first three weeks when I was faced with the prospect of having to make redundancies again. That’s like giving away one of your children.”

The pandemic quickly required them to conduct virtual appoints with clients, boost team communication and invest in the Employee Assistance Program.

“But the wage subsidy from the government was the absolute lifesaver,” she says. “It was such a relief.”

As if 2020 couldn’t get any worse, Dr Cat underwent breast cancer surgery in February, and later in the year her father was diagnosed with bone marrow cancer.

Covid meant that her business was closed for a total of four months last year. But although revenue was 20 percent down, thanks to budget cuts and careful op-ex management profit was up.

Dr Cat draws inspiration and business advice from a number of people, both in New Zealand and overseas, and as a past EY Entrepreneur of the Year finalist has an extensive alumni of expertise to tap into.

She is also particularly grateful for the advice she receives from ex-Air New Zealand CEO Rob Fyfe. “We met at my gym’s RPM spin classes and I got to pick his brains every day.”

Fyfe provided the impetus for starting up her weekly ‘Cat’s Miaow’ e-newsletter which includes gratitude recognition, reports and updates, and helps to keep her all-female team informed and engaged.

Ethics and education

Dr Cat is happy to mentor and share advice with other entrepreneurs looking to succeed within the industry, and says the key is to find a niche and differentiate yourself as the marketplace becomes more crowded

“It’s important to be results-driven, not KPI driven,” she says. “Our business model means that the whole team is empowered to say no if a treatment is not in the best interest of the client. It all comes down to ethics.”

Being results-driven also keeps marketing spend to a minimum and word-of-mouth delivers the bulk of new business. Dr Cat has recruited a strong in-house communications team which includes young digital natives and a 26-year-old chief marketing officer who started out as their marketing intern more than five years ago.

All in keeping with her desire to encourage young leaders.

Training and education is another strong focus of her business, with an emphasis on sharing as much knowledge with clients as possible, to ensure that they are properly informed.

In the early years Dr Cat was a regular speaker at conferences to educate a wider audience on Botox and non-surgical cosmetic treatments.

She also hosts a ‘Vampire Academy’ and a number of ‘Hylase’ workshops covering the latest developments across the treatment spectrum.

As for the future of the industry, she would like to see standards raised in general and for it to become more regulated.

“That can be done with much more education.”

After 20 years, some of Dr Cat’s original clients are still with her today – which is hardly surprising when you consider her dedication and passion for the science, and that of her team.