Spa owners, along with their estheticians, should be product experts. Experience, along with a willingness to stay on top of industry innovations, plays into the spa and salon catalog that lives exclusively in your head. The beauty of this personal inventory that lives within your brain is that it's probably different from anyone else's. Important note: that's a good thing.
Ready Or Not, You're Viewed As A Resource
As an esthetician, it's important to understand that you're looked upon by your customers as a specialist. And being a specialist comes with a serious expectation: your clients look to you for guidance. Feeling the pressure? You should. Because believe it or not, your word carries a lot of weight. That catalog of products is not only your resource, but one that is passed along to your clients. Even if you're not consciously doing this (and you should be), your actions—the treatments you provide—are saying it for you.
After accepting that you're a valuable customer resource, it's also important to understand that your guidance spans a variety of applications: skin, waxing, nail, and hair care. As we always say, the products you use are a reflection of you, and the quality of service you strive to provide.
Whether you feel your preferred inventory is set or you're just starting to build one, here are five product-related tips that will keep your customers coming back.
1. Only Use The Most Reputable And Effective Brands
This one's obvious, but it's funny how often we see spas and salons drop the ball here. Sure, there are times when money is tight, especially in economic downturns like we've all experienced over the last decade. But skimping on products has a negative impact on treatment performance. More importantly, your customers will notice. While they view you as the expert, they know a cut-rate brand from an established one. Does that mean you should be afraid of introducing new names? Absolutely not—as long as you've tested it to ensure that it's a topnotch beauty upstart.
2. Make Those Brands Easily Available
If you're using a product, your client will assume it's the best. So having that product available for purchase is important—and can create additional revenue for your spa or salon. For start-ups and smaller shops, this can be as simple as having enough product on hand to sell to clients after service. However, what's ideal is having a dedicated retail space for your curated brands. This makes you a one-stop beauty shop for your clients, and has the added benefit of creating an exclusive boutique vibe.
3. Offer Sample/Travel Sizes
This works in concert with #2. Women love having smaller sizes to drop into their purses, and traveling professionals will appreciate the opportunity to purchase the products they use in a packable form. In a pinch, these can also serve as gifts for long-term customers; a small token such as this can make a deep relationship even deeper.
4. Utilize Your Favorites In Promotions
Spa and salon promotions are also a great way to showcase your product knowledge, and provide clients with an incentive. Whether it's an in-shop business card drawing or a social media campaign centered around a giveaway, you're putting your product knowledge to use, marketing yourself in the process, and providing additional value to your customers. There are no rules here. Be creative.
5. Provide Luxury Items, Too
While products such as herbal neck wraps and branded robes probably won't sell as frequently as skin or hair care products, you should still make room for them in your retail area. These are premium items that can differentiate you from your competitors. It also solidifies the idea of your establishment as a haven of relaxation and beautification; remember, a trip to a spa often represents a client indulgence. Give them as many ways to indulge as possible.
While we hope this advice is helpful, we'll close with the message we started with: you're the expert. Only you can gauge which products work best for your clients. From the treatments you give to the recommendations you make, your customers are paying attention, even when you think they aren't. Using superior products effectively and creatively ensures that you're sending a professional and consistent message.