In 2006 when I opened my spa, there was a big, unanticipated problem. Women weren’t coming to the spa to purchase makeup. Although they were thrilled with the results of their skin care treatments, they weren’t seeing the value of buying their cosmetics in a skin care facility.
Perhaps I was naive back then, because I had been the top salesperson at a cosmetic counter during my college years, which led me to believe makeup sales would be easy at my own spa. I considered a variety of causes. The spa offered all of the usual makeup services, including makeup lessons, creating looks for wedding parties and providing a “dust-off” service after a facial, but those things weren’t creating the demand necessary to meet the forecast for cosmetics sales. Many skin care professionals include cosmetics in with their skin care education, so why are they not getting a larger piece of this revenue?
Clients today have many options for making cosmetic purchases: home makeup parties—otherwise know as direct sales—is a booming industry. This not only hurts spa business in terms of retail sales, but also has devalued skin care professionals’