As estheticians we all can agree that we share two goals: Providing our clients with effective skin care services to treat our client’s skin concerns and growing our revenue while doing so.
We know that to achieve both clients must receive consistent facial treatments and invest in proper at-home skin care. The mistake that many professionals are making with this, however, is leaving makeup out of the equation.
Read below as I share why all spas and skin care centers should be offering makeup and how to successfully promote a makeup line at your spa.
Why Makeup?
The global color cosmetics market is expected to reach $9.5 billion by 20231.
As everyone knows, millennials are the most sought after for this segment, considered “heavy buyers” of cosmetics. The good news is that studies show that while they will do research online, they are most likely to purchase cosmetics in-person in order to try and buy.2
How to Retail a Makeup Line
The key to retailing is to show and tell, and there is no place better than in a skin care setting to provide advice and high quality makeup to help enhance the consumer’s skincare experience.
There are several points to consider when retailing a makeup line at a spa or salon business:
- How to choose a makeup line
- Where to place makeup in a spa/salon so it will catch clients’ attention
- How to incorporate makeup into express treatments
- Educating estheticians about a makeup line
- How to make recommendations with makeup
- How to promote makeup with special events
How to Choose a Makeup Line
Consider how the makeup brand you promote complements your spa’s identity.
Select a makeup line that is formulated to work with the skin care products and services you provide, such as one that contains skin care based ingredients like Hyaluronic Acid, Peptides, Vitamin E and Seaweed, which are found in our Perfect Skin Mineral Makeup Collection.
This is particularly important for foundations, which will work with the client’s skin care program to enhance the complexion.
Be sure that the foundation line is available in a wide range of skin tones for every client’s complexion.
Where to Place Makeup at Your Spa
Makeup should always be your retail area front and center to the spa or salon, staffed (if possible) with a full-time makeup artist who will offer quick makeup applications after every service.
Even a quick lip gloss application can make a world of difference! This will ensure that every client leaves the spa or salon looking their best.
Makeup displays and retail set-up:
- Retail areas need to be beautifully decorated and organized, with retail shelves clean.
- Invest in retail shelving with back lighting to help the retail area look like a chic boutique and further develop the boutique concept by utilizing boutique bags offered by your vendors.
- Stack shelves with at least 3 products deep
- Put shelf talkers alongside products to create an interactive environment that helps sell and explain the products
- Place makeup displays throughout the salon or spa, at the manicure/pedicure station, in the facial room, at the Facial Bar, and even in the hair services area.
Always wrap each purchase in branded tissue paper and place in these customized bags.
How to Incorporate Makeup Application into Express Treatments
Express treatments at the Facial Bar are one of the key ways to promote makeup.
As part of the express treatment, the face is thoroughly deep cleansed, and then followed with an application of serum and a hydrating sheet mask. This creates the perfect canvas for makeup application.
Each treatment should be completed with a foundation and pressed powder, at minimum, which use the same beneficial ingredients found in the facial treatments.
The client will be able to visibly see the difference in their skin, and will be wowed enough to book their next appointment.
Getting Educated on the Makeup Line
Every facial service should end with a foundation and makeup primer application to help provide a barrier to the elements.
Esthetician’s should be trained in basic makeup application, as well as receive makeup brand education to help inform their clients on the benefits of makeup as skin care.
If a client is truly diligent in caring for their skin, the makeup they use is just as important as their cleanser and moisturizer.
Makeup needs to be non-comedogenic as well as hypoallergenic. Makeup also provides a final barrier to environmental hazards such as pollution.
How to Make Recommendations with Makeup
Just as in recommending proper skin care, the first step to a proper consultation and subsequent recommendation is to ask the right questions.
Ask clients about their concerns and then address their concerns concretely.
The maxim “Show and Tell and You Will Sell” works particularly well with makeup. Nothing transforms the appearance of the skin faster.
Keep a fully stocked shelf of foundation, powder, concealer and lip gloss at the Facial Bar or in the facial room, and show the client how the makeup transforms their skin, both in look and feel.
How to Promote Makeup with Special Events
Hold special makeup events at your spa or salon to promote the makeup line. Cross promote skin care during makeup events, and likewise, promote makeup during skin care events.
These events can be seasonal, such as for special holidays, or for special events such as weddings and prom. Promote before and after makeup transformations on social media and through media outlets.
Consider partnering with complementary local businesses, such as florists and special events planners to highlight your makeup and skin care team. Also consider offering makeup in gift bags for community events for culture and the arts.
Adding makeup to your retail and menu offerings is a simple but crucial way to expand your business and increase profits. Don’t be reluctant to invest in this important area of skin care.
- https://www.alliedmarketresearch.com/color-cosmetics-market
- https://www.emarketer.com/Article/Millennials-Dominate-US-Beauty-Market/1014857
