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Capturing the Tween/Teen Market

By: Melinda Taschetta-Millane
Posted: August 1, 2011, from the August 2011 issue of Skin Inc. magazine.

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Marketing is a key component to offering services to this niche demographic. If tweens, teens and their parents aren’t aware that your skin care facility offers services that can provide positive results to younger complexions, then your efforts to work with this clientele are in vain. Remember, marketing matters.

Paradise Mist Spa hosts Teen Nights twice a month, which allow teens to come in with their school ID and receive facials at a discounted price, explains Mallari. “We’ve also previously held teen-specific lecture days for tweens and teens to learn about taking care of their skin and nails. This gives them an opportunity to ask questions and learn how to properly care for themselves during a time in their lives when there are a lot of changes happening. Word-of-mouth is truly the best form of advertising to this market. Once a girl enjoys her experience, she’s bound to tell her friends. Our parties and events are best for this. That’s when we get new people in—they come to one event, then they come back and bring a couple of their friends. We really try to educate the teens in our local market, let them know that we are here and that they can come and utilize us.

“We are happy where we are at right now, but we’d like to do more with parties,” continues Mallari. “Because of the peaks, we tend to ride with these highs and lows. Plus we are so new; we’re really relying on marketing.” Both Paradise Mist Spa and The Enchanted Lagoon also work to reach out and look toward the local market for additional growth, which is done through Facebook, as well as Web and newspaper advertising. They also market in the resort’s guest rooms, in the elevators and with a spa services voice mail message that is left in each room the day of a guest’s arrival.

Word-of-mouth advertising is a key component to Simply Beautiful’s marketing, as well. Having started as a skin care salon, the facility is proud of its 90% client return rate. “It’s unbelievable,” says Horejs. “We do see new people, but we retain a very high amount; the industry standard is approximately 40–50%. We all talk with our clients in the rooms, and definitely discuss our teen facial, as well as the acne treatments that we offer. I think that doing this, and having a good, affordable skin care line that they can take home, speaks volumes to them. Teens will come in, have a positive experience, and then they will tell their friends. They’re all talking about what they use, and noticing when someone comes to school and looks great.”

Price and education are key drivers for economy-minded Alibrandi, who offers a $55 teen facial. “Everyone is so profit margin-driven, but that’s not what it’s all about,” she emphasizes. “I believe that if you do a good job and create satisfied clients, you will produce, and you will continue to have a good business. Most of my team is doing 30–40% in sales in comparison to the services, and it’s not because I’m sitting here telling them to do it. It comes naturally, because they are helping clients clear up their skin and are driving them in the right direction. You can work with what they have, but you can also add that one thing that you see that will give them a better result.”

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