Business for esthetics services doesn’t have to dip with the freezing temperatures. We’ve got the scoop on how to keep your appointment book full.
1. Create curated services
Whether you’re selling esthetic services through the holidays or into the colder months, offering a variety of custom experiences for your clients is key. Holly Sherrard, education manager for Dermalogica, recommends incorporating 20-to-30-minute services into the menu, especially during the busy holiday season, to give clients the opportunity to stop in for a quick pick-me-up session or skin treatment while on the go. Steven Turpin, senior educator for Moroccanoil, suggests, “creating a menu that offers something unique and special” that incorporates hydrating and relaxing treatments, to complete the salon experience. Turpin further suggests “bundling additional esthetic treatments with hair and mani-pedi services” to bring clients in for more than just an updo.
2. Package deal
Retail sales are important, but so is making sure your client goes home with the right product for the treatment and skin type. Sherrard recommends that you give clients incentives by offering a service and skincare product packaged together. “Design a package deal to include an introductory skin treatment with one of the top-selling skincare products,” she says. It ensures that “the client has been educated on the benefits of repeated skin treatments and the importance of home care.” Turpin recommends bundling services to cater to the gift-giving nature of the season. “For a holiday special, you could create a couples treatment as a gift.” Both Turpin and Sherrard agree that holiday packs of products are a great way to boost post-service retail sales, as are packages of purchase that cater to the client’s specific needs and favourite treatments, like a recurring client purchasing three facials and getting a fourth free.
3. Spread the word
Incorporating a referral program may seem like dated advice, but Sherrard explains that offering existing clients a discount or gift with purchase for referring a friend is often a great way to bring in new business. She also recommends hosting “education nights that speak about the benefits of maintaining skin health,” offering discounts and products for those who attend and bring friends with them, as well as staying very active on social media. Additionally, Turpin always suggests rebooking clients and suggesting a “follow-up visit, depending on their specific concern at the end of the service.” A client is more likely to refer the service to a friend if she feels that her concerns have been thoroughly taken care of.
4. Extend the Experience
Add a dose of luxury to your client’s spa experience with new body products and services. Expanding on their existing body line, Moroccanoil is launching 12 new products in the Fleur d’Oranger and Fleur de Rose lineups. Incorporating some of their body faves, such as the Body Buff, Shower Milk and Body Soufflé, this luxurious collection is infused with the skin-quenching ingredients your clients crave—including the brand’s signature argan oil.