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Throw Your Clients a Pretty Party!
By: Mark Lees, PhD
Posted: June 28, 2011, from the July 2011 issue of Skin Inc. magazine.
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Available specials: These included anti-aging skin care kits with full-sized products, makeup bags with unique makeup products, series packages—such as alpha hydroxy acid (AHA) peels, crystal-free microdermabrasion, LED—all with very special pricing if purchased at the party.
The program: The program included a short presentation about anti-aging skin care with a focus on product combinations, displaying case studies—complete with before-and-after photos—of clients who had successfully used the product combinations, which were also for sale as kits. Another presentation was given on special makeup tips to go along with a kit of makeup items being sold at the event. To keep things light and fun, a variety of games were played with the audience with lots of free product prizes, and a sing-along took place, led by a client who is a singer. Lastly, demonstrations of the latest treatments were performed and discussed, promoting some of the spa’s new equipment.
Tips on party success:
- Rehearse your presentations, including the breaks, which provide the opportunity for clients to purchase kits and series specials. Practice “switching sets” with your team members—such as bringing out facial equipment and hiding the projection screen, all while still entertaining the clients.
- Kits need to have extremely good pricing. For example, if its value is $205 if purchased separately, consider offering it for $145 if purchased at the party. Are you basically giving away $60? Yes, but you may get a client to commit to an entire program in home care, which you know they will love. Also, limit your kit choices to avoid client confusion.
- Have all team members available to connect with clients and help them decide on kits and treatment package purchases. If the skin care facility is large, make sure that certain areas are assigned to each team member.
- When planning your program, consider modeling them after the article themes in a women’s consumer magazine, such as “5 Ways to Minimize Wrinkles.” Keep your presentations short and focused; presenting too much information will kill the party atmosphere.
- Limit the number of participants based on the size of your facility, and then require reservations. Confirm reservations by phone two days ahead of the party so anyone on a waiting list can be accommodated if you have cancellations.
The team was amazed by how excited the clients were at the party. Everyone had a great time. We all but sold out of the kits, and signed up at least 10 clients, some of whom were new, for series treatment packages. Mostly though, we re-connected in a fun way with clients, and met new clients, as well. This event also tightened our team spirit. We were all excited about the evening’s success and the new business it stimulated, and are already planning another pretty party for next season.
Mark Lees, PhD, is an award-winning speaker and product developer who specializes in problem skin and has practiced clinical skin care for more than 20 years. He authored Skin Care: Beyond the Basics (Milady, 2001), and the new Skin Care Answer Book (Milady, 2010). His products are available through skin care professionals throughout the United States.