In my business I deal with a lot of aesthetic marketing firms, so much so that I think they are the most difficult and time consuming type of advertising for a medical spa. They will try to get you to come into your office and discuss what they do and why you should choose them to help you sell your products.
What's Wrong With It? First of all, you are not really buying from them but meeting with them. They also use tons of pictures and text on their websites, so make sure you don't see any of these things.
They will put too much information in your face, rather than telling you. You may never visit their website again! Also, there is no need to see any information in your face.
When you ask questions they never know how to answer and you will soon get on your way to filling out forms, requesting information, and so on. This does nothing for you or your business. However, you will want to have these questions ready for a follow up visit after the meeting.
Cosmetic companies try to convince you by using their "Brands" as their spokespeople, but what is so bad about that? Just think about all the businesses you hear on TV that have so many brands they don't need to advertise. Some are very successful, just look at Sonic.
Not all companies are as successful as Sonic, however, because they can't get their message across, you should be wary of using personal service. They will be better suited for more of a sales-oriented scenario. However, they might be better for working on special projects, with client presentations or training, etc.
Why the Bother? The most common complaints I hear from clients are that they feel pressured to meet a specific deadline, but nothing gets done because they're not sure what the deadline is. However, once the meeting is over and your "conversation" with them is over you don't really know if they've decided to buy, at which point you could still re-open the discussion if they decide to meet with you again.
Aesthetic marketing firms can also waste your time. You will be asked to contact the company's clients and then call or send email with the information on each client's products. This is just one more thing to do that isn't really needed.
Now I'm sure you know there are also agencies that do this work and specialize in it and some of them do so much better than others do and will actually allow you to customize your own artwork and logos for your business. While it is a great idea to have someone design your logos, products, and branding elements, this may not be a good idea if you are offering more than a handful of items, like facials or other services. Then, you'll have to re-design your entire site, not to mention all the text and links that you're using.
If you've seen the various different options for branding that are available to you, however, you should be able to find a few companies that are offering these services and will also allow you to take your logo and style it. If you're doing it yourself, it would be wise to make sure you're using the correct types of font sizes and colors for your logo and for your tagline, if you have one.
If you are selling more than just facials, you can even create your own tagline, if you're so inclined. You can also even take pictures of the types of people who are interested in your products and create a print out of it. Use this to do a background check before you meet with potential clients, to see if you're doing enough research and making sure you've reached out to people who are interested in your business.
Ultimately, you will want to find someone who will be able to tell you everything about the spa, the location, pricing, services, and more. Once you've found this person and that person, do everything you can to communicate well with each other, not only with your branding efforts but also with everything you do as a business, including your marketing aesthetics.