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Save Time With the Skin and Hair Express Treatment
By: Lydia Sarfati
Posted: May 1, 2013, from the May 2013 issue of Skin Inc. magazine.
The Skin and Hair Express Treatment.
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Your target audience for this quick, professional skin and hair treatment includes career women or time-strapped parents who are looking for results-oriented treatments and products that are natural and effective. So make sure they know you created this treatment for them! Offer the combined skin and hair treatment at a discounted price during the week for a lunch break beauty fix or team up with nearby recreation clubs to provide fliers for 10% off the treatment for moms dropping off their children for soccer practice.
If you want to make a new service worthwhile, devise a grand entrance. Avoid simply printing a new service menu and hoping that your clients ask about it. Events are a great way to introduce new treatments and products. For this treatment, consider actually building a pop-up store within your spa. In the front windows by the entrance, showcase clients who are receiving the treatment so that everyone who enters or passes by your business sees the service in action. This can inspire a lot of intrigue and buzz. The pop-up store could be kept open for an entire month while featuring the treatment at a special introductory price. Show-and-tell and you will sell. What better way to highlight a new treatment than with a live window display?
If you have TVs, instead of airing the latest reality show, play a video of clients receiving the service to pique interest. Of course, appropriate signage is key, as well. Then create mini service menus just for express treatments that are visible around the facility.
Maximize time and value
Many of today’s clients don’t want to go from the nail salon, to the spa, to the salon. If you aren’t offering your clients full service—they are going to go somewhere else to get it. The best way to bring in new clients and optimize those you already have is to make sure that they are aware of all the services you have to offer. Once they know they can get everything they need in a one-stop shop, you will have fans for life.
Lydia Sarfati, president and founder of Repêchage, is an internationally recognized skin care expert quoted in Vogue, InStyle, Glamour and The New York Times, and she has been featured on CNN, CBS and Fox. Sarfati has more than 30 years of experience as an esthetician, spa owner, manufacturer and consultant.