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When you know what your clients’ beauty goals are, you can ensure that they are getting a satisfactory experience and that you are not missing out on the chance to offer them solutions (ie: services). The Benchmarking Company, a consumer research firm with a focus on beauty, shared with us the results of a survey of over 4,000 U.S. women who were asked what they wanted from their salon experiences in 2016. Take a close look at the infographic above and consider how your salon can help fulfill these resolutions.
Offer Unique Skincare Solutions
For instance, the study shows that 76% of women want to take better care of their skin, 44% would like to try face masks and 42% would like to try skin cleansing devices. Clearly facials are a service to capitalize on in the coming year. Think about how you can offer a facial service that stands out from the rest and caters to your clientele. George the Salon in Chicago offers an Anti-Gravity Facial for clients interested in anti-aging. The service uses microcurrent and light therapy to act like facial yoga, making it both unique and able to address a common client concern.
Implement Programs to Help Clients Replace Quantity with Quality Products
The study also reveals that purging and replacing old makeup and skincare is a top priority for many. Plus, 36% of women are eager to spend more money on quality makeup. So, after a revitalizing facial, the obvious next step is to show them the salon’s makeup selection – maybe even offer them a free makeup application so that they can see what a difference quality products can make on their skin. And about those drugstore products at home that clients have vowed to clean out in 2016 –SALON TODAY named House of J Henry in Portland, Maine a Salon Today 200 honoree in the category of retail and merchandising for their smart and philanthropic “Product Swap” program.
“We know every woman has a secret stash of drugstore products, so we decided to offer clients 25% off their retail purchase in exchange for their old products,” says owner Jaison Henry. “Since implementing, 12 percent of all retail sales at the House of J Henry are a ‘Product Swap.’”
Stay On Top of Trends and Training
A new year inspires new trends and clients are often feeling energized and eager to be on top of the latest. The study suggests that clients want long, beachy waves and curls for 2016. First off, prove to your clients that you are a beauty expert and can help them achieve the looks they want. You’re a wealth of knowledge – make sure you are sharing your tips with each guest! Here are five tips you can offer a client who wants longer hair.
Second, stay on top of the latest services you can offer your clients and take the initiative to attend continuing education courses so that you can be provide as many services as possible. This keeps you from falling into the rut of doing the same old thing day in and day out – and ensures that your clients aren’t receiving the same old look year after year. This year, beach waves and curls are on trend so consider becoming certified in the Arrojo American Wave. Clients may not realize that they have an option other than traditional perming to add texture to their hair. The American Wave is customizable and safe to use on colored hair. Certification classes are most often held at the Arrojo Academy in NYC and the Goldwell Academy in Santa Monica, California, but they are occasionally held at Arrojo Ambassador Salons around the country so keep an eye on arrojoamericanwave.com/get-certified.
Recommend Products and Tools
Trends don’t end with the final look you create in the salon. Clients go home and have to recreate the style themselves. Make sure you are teaching them how to maintain their new look before they leave the salon, and point them towards the products and tools that they will need. 42% of women asked said that they would like to try new styling tools this year – check out our spotlight on blowdryers for ideas on which ones to carry in your salon and recommend to your clients.
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